Master of Strategic Communication

Purpose

The Master of Strategic Communication is designed to develop advanced expertise in communication science, equipping qualifying learners to contribute to knowledge development or assume specialised professional roles in corporate communication. The qualification will enable learners to undertake independent, original research by acquiring skills to conceptualise, design, and implement research projects addressing complex challenges across management communication, public relations, organisational communication, and advertising and marketing communication.

The qualification prepares learners to function as managers, strategists, and researchers, applying specialised research knowledge to enhance understanding and management of corporate communication issues while promoting the sustainable use of communication resources. The qualification articulates vertically to doctoral studies, fostering leadership potential, and requires candidates to demonstrate independent research competence, critical thinking, and effective time management under supervisory guidance.

Rationale

Southern Africa has many communication challenges. Cultural, media, societal and government issues are evident in this region. Initially, the function of a communication expert was on the technical level, but it moved towards the managerial and strategic levels in corporations. This also applies to government and non-profit organisations. The managerial and strategic skills of communication experts have entered the boardrooms of most Southern African organisations.

This qualification will contribute to addressing these challenges by graduating candidates who can use a wide range of specialised skills in identifying, conceptualising, designing and implementing research projects that address complex and challenging problems within the field of corporate communication. The qualification will develop learners' research skills and their specialist knowledge in a particular communication sub-field. Qualified learners could apply their research skills in various communication fields, including management and measurement of corporate communication. They could be employed by government, NGO's, specialist companies, the private sector and tertiary education institutions.

This qualification will benefit individuals and support economic development. Further, through its emphasis on communication issues, it has the potential to play a role in management and strategic communication.

Recognition of Prior Learning (RPL)

The institution has an approved Recognition of Prior Learning (RPL) policy, which is applicable with regard to equivalent qualifications for admission into the qualification. RPL will be applied to accommodate applicants who qualify. RPL thus provides alternative access and admission to qualifications, as well as advancement within qualifications. RPL may be applied for access, credits from modules and credits for or towards the qualification.

RPL for access

• Learners who do not meet the minimum entrance requirements or the required qualification that is at the same NQF level as the qualification required for admission may be considered for admission through RPL.
• To be considered for admission in the qualification based on RPL, applicants should provide evidence in the form of a portfolio that demonstrates that they have acquired the relevant knowledge, skills, and competencies through formal, non-formal and/or informal learning to cope with the qualification expectations, should they be allowed entrance into the qualification.

RPL for exemption of modules

• Learners may apply for RPL to be exempted for modules that form part of the qualification. For a learner to be exempted from a module, the learner needs to provide sufficient evidence in the form of a portfolio that demonstrates that competency was achieved for the learning outcomes that are equivalent to the learning outcomes of the module.

RPL for credit

• Learners may also apply for RPL for credit for or towards the qualification, in which they must provide evidence in the form of a portfolio that demonstrates prior learning through formal, non-formal and/or informal learning to obtain credits towards the qualification.

Entry Requirements

The minimum entry requirement for this qualification is

• Bachelor of Arts Honours in Marketing Communication, NQF Level 8.

Or

• Bachelor of Commerce Honours in Business Marketing, NQF Level 8.

Or

• Postgraduate Diploma in Integrated Communication, NQF Level 8.

This qualification comprises compulsory modules at National Qualifications Framework (NQF) Level 9, totalling 180 credits.

Compulsory Modules, NQF Level 9, 180 Credits.

• Dissertation: Strategic Communication, 180 Credits.

1. Demonstrate advanced, integrated knowledge and critical understanding of Public Relations, Advertising, Marketing Communication, and International Communication within strategic communication contexts.
2. Critically evaluate current literature and information in the field, identifying and formulating complex research problems in strategic communication.
3. Conceptualise, evaluate, and implement appropriate research designs, methodologies, and strategies to generate original insights and solutions to identified problems.
4. Generate, analyse, and interpret data of high integrity using specialised knowledge, research skills, and appropriate technologies.
5. Apply ethical reasoning, professional responsibility, and critical reflection in addressing the implications of strategic communication research and practice.
6. Report and disseminate research outcomes to an appropriate audience, demonstrating clarity, coherence, and scholarly rigour.

Associated Assessment Criteria for Exit Level Outcome 1

• Critically analyse and synthesise theoretical and applied knowledge in the domains of public relations, advertising, marketing communication, and international communication.
• Evaluate and apply relevant frameworks to interpret complex communication phenomena in diverse contexts.
• Integrate cross-disciplinary perspectives to advance scholarship and professional practice in strategic communication.

Associated Assessment Criteria for Exit Level Outcome 2

• Conduct systematic reviews of existing scholarship, identifying gaps, limitations, and emerging debates.
• Formulate researchable problem(s) through critical engagement with theoretical and empirical evidence.
• Justify the significance and originality of the research problem in relation to strategic communication.

Associated Assessment Criteria for Exit Level Outcome 3

• Select and justify suitable qualitative, quantitative, or mixed methods approaches for addressing identified research problem(s).
• Apply advanced methodological and analytical techniques with academic integrity and standards.
• Critically evaluate the strengths, limitations, and ethical implications of the chosen research design.
• Generate original, evidence-based insights that contribute to the advancement of theory and practice in strategic communication.

Associated Assessment Criteria for Exit Level Outcome 4

• Apply advanced data collection and analytical tools, including emerging technological platforms relevant to strategic communication.
• Ensure accuracy, reliability, and validity of research findings through rigorous analytical procedures.
• Interpret complex data in ways that address the identified problem(s) and contribute to scholarly and professional communication practices.

Associated Assessment Criteria for Exit Level Outcome 5

• Identify, analyse, and evaluate ethical dilemmas and implications arising in strategic communication research and practice.
• Apply and justify adherence to institutional, professional, and disciplinary ethical guidelines.
• Demonstrate accountability and reflexivity in research processes and outputs, ensuring responsible scholarly and professional practice.

Associated Assessment Criteria for Exit Level Outcome 6

• Produce quality written outputs, ranging from concise research reports to an extensive dissertation, adhering to academic standards and disciplinary conventions.
• Communicate and defend research findings clearly, coherently, and persuasively to specialist audiences, including examiners and peers.

Integrated Assessment

For the completion of the dissertation, formative assessment techniques such as the development of a research proposal, written reports, preparation of articles for submission to journals, presentation of posters, and oral presentations are designed to develop the learner towards success in the final summative assessment by dissertation.

The Master of Strategic Communication is awarded to the candidate, providing assessed evidence that the stated competence of the qualification, as detailed in the exit level outcomes, has been achieved. The summative final assessment by dissertation is a measure of the extent to which a learner has integrated knowledge, skills, and personal development in the initiation and conducting of original research and generation of new knowledge in a specialised field of study.

The production of a comprehensive report in the form of a dissertation encompasses a relevant, well founded and formulated research problem or hypothesis, background and critical literature review, appropriate choice and description of materials and methods, the generation of data and the analysis and interpretation of this data by applying current knowledge and skills in the field of research, and finally the integration of the research results into a logically developed justifiable conclusion to answer the research problem.