Master of Public Relations and Communication Management

Purpose

Qualifying learners of the Master of Public Relations and Communication Management will deal with complex issues both systematically and creatively and design and critically appraise research. Qualifying learners will make judgements using data and information, and express the ability to communicate their conclusions clearly to various audiences. Qualifying learners will demonstrate self-direction and originality in addressing and solving problems.

Furthermore, qualifying learners will be required to act autonomously in planning and implementing tasks with a theoretical underpinning and continue to advance their knowledge, understanding and skills relevant to the Public Relations and Communication profession. Subject-specific attributes would include in-depth knowledge and understanding the Public Relations profession which is informed by current practice, scholarship and research, including a critical awareness of current issues and developments in Public Relations. The qualifying learner would need to apply research to professional situations, both practical and theoretical; and use a range of techniques and research methods applicable to their professional activities.

Rationale

The main aim of the qualification is to educate and train qualifying learners who can contribute to the development of knowledge at an advanced level. The qualification prepares learners for advanced and specialised professional employment. This qualification develops and enhances strategic effectiveness and communication management traits within the qualifying learner. Effective and strategic communication is the key to the success of any organisation, and there is a demand for specialists in this field. Qualifying learners who have completed this qualification will be equipped with a high level of theoretical engagement and intellectual independence, as well as demonstrate the ability to relate knowledge to the resolution of complex problems in the Public Relations and Communication arena.

Recognition of Prior Learning (RPL)

RPL is a process of identifying the knowledge and skills of an applicant against the admission requirements of the qualification or for credits against a part thereof. The process involves the identification, mediation, assessment and acknowledgement of knowledge and skills obtained through informal, non-formal or formal learning. The RPL process is multi-dimensional and multi-contextual, aimed at the individual needs of applicants and is handled following an institutional RPL policy by a unit dedicated to this activity. The RPL process includes guidance and counselling, as well as the preparation of a body of evidence to be presented by the RPL candidate to meet institutional requirements. An appeal procedure is also in place to accommodate queries. RPL in this qualification will relate to gaining access to the qualification and credits/advanced standing as described in institutional guidelines.

Learners may obtain access to a postgraduate qualification through recognition of prior learning using a portfolio of evidence of relevant work experience and scholarship. The institution will evaluate the portfolio of evidence against the relevant SAQA Level Descriptors. Upon Faculty Board approval, the application should be considered at the institutional level by the Higher Degrees Committee and approved by Senate.

Entry Requirements

• Bachelors Honours Degree, NQF level 8 in the field of study or related field(s) of study.

Or

• Postgraduate Diploma, NQF Level 8, in the field of study or related field(s) of study.

Or

• Professional Bachelor's Degree (480 SAQA Credits) NQF Level 8 in the field of study or related field(s) of study.

This qualification consists of compulsory modules at NQF Level 9 totalling 180 Credits.

Compulsory Modules

• Managing Communication Strategy, 15 Credits.
• Managing Stakeholder Communication, 15 Credits.
• Positioning Organisational Relationships, 15 Credits.
• Technology, Communication and Stakeholders, 15 Credits.
• Research Project and Report, 90 Credits.
• Research Training and Methodology, 30 Credits.

1. Develop the ability to undertake postgraduate research in a related field of public relations or communication.
2. Develop the ability to reflect critically on theory and its application.
3. Deal with complex issues both systematically and creatively and solve problems in creative and innovative ways and the use of specialised technology in this regard.
4. Demonstrate the ability to operate independently and take full responsibility for his or her work, and, where appropriate, to account for leading and initiating processes and implementing systems, ensuring proper resource management and governance practices.
5. Design and critically appraise research.
6. Make sound judgements using data and information at their disposal and communicate their conclusions clearly to specialist and non-specialist audiences.
7. Demonstrate self-direction and originality in tackling and solving problems.
8. Act autonomously in planning and implementing tasks with a theoretical underpinning and continue to advance their knowledge, understanding and skills.
9. Develop own learning strategies which sustain independent learning and academic or professional development, and can interact effectively within the teaching or professional group as a means of enhancing knowledge.
10. Compile and present research findings, conclusions and recommendations in a research dissertation.
11. Disseminate the research findings.

The following Associated Assessment Criteria applies across the Exit Level Outcomes

• Display adequate understanding the foundations, paradigms and nature of research relevant to the academic discipline, the field of study and professional practice.
• Apply critical aspects of research design, such as exploration, description and explanation, and the research process to plan and execute a research project.
• Locate, analyse, critically appraise and synthesise information from a wide variety of sources to compile the literature review of the research proposal and to make informed decisions regarding research design and methodology.
• Select a research topic and evaluate the suitability of the research topic using criteria relevant to the field of study such as scope, relevance, significance, feasibility, ethics, objectivity, originality, etc. in consultation with the supervisor(s).
• Formulate a clear and concise research problem statement and sub-problems using appropriate criteria and guidelines relevant to the field of study and in consultation with the supervisor(s).
• Generate research question(s), aims and objectives of the research and hypotheses (if applicable) based on relevant criteria and guidelines pertinent to the field of study and in consultation with the supervisor(s).
• Demonstrate understanding of the use of appropriate research methods and techniques relevant to the area of study including aspects such as qualitative, quantitative and mixed-methods research methods, sampling techniques, data generation and data analysis, including statistical purposes (if relevant to a field of study).
• Compile a research proposal based on institutional and faculty criteria, procedures and guidelines pertinent to the area of research and in consultation with the supervisor(s).
• Demonstrate the ability to use a range of advanced and specialised skills and discourses appropriate to the field of study, discipline and professional practice to present the research proposal in written and oral format to a range of audiences, including peers and examiners.
• Demonstrate the ability to operate independently and to take full responsibility for his/her work while managing resources (e.g. time, budget, technology, equipment, etc.) in compiling the research proposal.
• Demonstrate the ability to work within the ethical framework as defined in institutional criteria, procedures and guidelines in terms of plagiarism and copyright, confidentiality, ownership and professionalism and obtain permission and ethical clearance from relevant authorities to execute the research project.
• With a high level of personal autonomy and accountability, plan, manage and execute a substantial research project using available resources assigned to the task (e.g. funding, infrastructure, academic, technical and administrative staff and or assistants, etc.) and within the timeframe allocated to the project.
• Demonstrate the ability to apply, integrate and contextualise advanced knowledge and skills in executing the research project against acceptable academic requirements.
• Consult with supervisor(s) and act on feedback received in a manner that shows improvement.
• Demonstrate an ability to select relevant sources drawing on the work of leading scholars in the field of study or discipline and to produce a comprehensive literature review on different perspectives in the field of research or discipline that shows originality.
• Use written communication and technical skills relevant to the discourse of the discipline and choose an appropriate genre to communicate effectively with specialist and non-specialist audiences.
• Use the prescribed referencing technique of the institution correctly and accurately.
• Demonstrate a systematic understanding of a range of research methods and techniques, critically evaluate these and apply them appropriately to investigate the research problem.
• Assimilate data using different data collection methods (e.g. qualitative, quantitative, experimental and simulation methods) to present a coherent representation of data analysis.
• Analyse, interpret and synthesise data using the appropriate computer software programme(s), (if relevant to the chosen research problem).
• Demonstrate the ability to compile a coherent and sustained argument that is supported by research results and conclusions in the research report.
• Demonstrate the ability to present in verbal, written or visual form, the research results and findings of the study to specialist audiences emphasising the contribution to knowledge production in the field of study, discipline and profession.
• Demonstrate the ability to present in verbal, written or visual form, the research results and conclusions of the research project to non-specialist audiences emphasising the contribution the study makes to society/community in general.
• Consider issues of confidentiality (if applicable) and adhere to institutional/professional requirements in this regard.
• Identify a range of channels relevant to the field of study used in disseminating the research results and conclusions (e.g. conference poster, conference paper, journal article, etc.)
• Prepare a report for publication in a nationally accredited journal or peer-reviewed conference paper in consultation with the supervisor(s) based on relevant criteria.
• Adhere to institutional policies and requirements in terms of plagiarism.
• Exercise informed judgement to ethical, cultural, research and professional issues pertinent to the chosen research problem.
• Demonstrate the ability to make autonomous ethical decisions related to the research project which affect knowledge production, or complex organisational and professional issues.
• Demonstrate an ability to critically contribute to the development of ethical standards in a specific context (where applicable in terms of the research project).
• Demonstrate the use of the full range of specialised skills in identifying, conceptualising, designing and implementing methods of enquiry to address complex and challenging problems within the field of study and relevant to the research project and show an understanding of the consequences of any solutions or insights generated within a specific context.

Integrated Assessment

Integrated assessment forms part of continuous assessment at the institution and takes the form of an appropriate mix of both formative and summative assessment methods. Assessment policy and practices at the institution promote constructive alignment of the curriculum, learner centred-learning and assessment, and the importance of feedback to enhance student engagement.

Formative assessment enhances learning and provides learners with an opportunity to reflect critically on their knowledge and to improve their levels of personal accountability and time management. The formative assessment usually consists of a variety of assessment tasks relevant to the field of study, which could include face-to-face discussions with a supervisor, peer group discussions, seminars and presentations.

Summative assessment will take place at the end of a section of work/semester/year and assess learners' attainment against the learning outcomes of the programme and subject(s). Summative assessments are internally and externally moderated based on institutional policy and requirements. Summative assessments usually consist of a variety of formal assessment tasks relevant to the field of study, including written tests, reports and examination. Integrated assessment often cuts across several subjects/modules of qualification and is aimed at the holistic development of students and contributes to learners' personal and professional development in the field of study in terms of foundational, practical and reflexive competence. The research project and dissertation to be compiled at this level of study form part of integrated assessment.