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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Advanced Diploma in Public Relations Management 
SAQA QUAL ID QUALIFICATION TITLE
101180  Advanced Diploma in Public Relations Management 
ORIGINATOR
Walter Sisulu University 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Advanced Diploma  Field 03 - Business, Commerce and Management Studies  Public Relations 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  120  Not Applicable  NQF Level 07  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Reregistered  EXCO 0821/24  2021-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2028-06-30   2031-06-30  

In all of the tables in this document, both the pre-2009 NQF Level and the NQF Level is shown. In the text (purpose statements, qualification rules, etc), any references to NQF Levels are to the pre-2009 levels unless specifically stated otherwise.  

This qualification replaces: 
Qual ID Qualification Title Pre-2009 NQF Level NQF Level Min Credits Replacement Status
80146  Bachelor of Technology: Public Relations Management  Level 7  Level TBA: Pre-2009 was L7  480  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of the qualification is to develop in a person the competence to administer and perform strategic public relations in a global environment. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Entry Requirements:
  • Diploma in Public Relations, Level 6 Management or equivalent. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    N 

    QUALIFICATION RULES 
    This qualification comprises compulsory modules at NQF Level 7 totaling 120 credits:
  • Management Practise, 20 Credits.
  • Research Methodology, 20 Credits.
  • Research Project: PRM, 20 Credits.
  • Media Studies for Public Relations 3, 20 Credits.
  • Public Relations Management 4, 20 Credits.
  • Communication for Public Relations 4, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Grasp the theoretical principles underpinning the broad field of communication, and relate them to varied contexts of public relations management.
    2. Develop and manage advanced communication tools with the emphasis on strategic thinking and planning.
    3. Implement policies, structures and trends and the consequences that affect decision-making processes in organisations.
    4. Apply theoretical principles, using qualitative and quantitative research methods. 5. Manage staff and administrative processes.
    5. Demonstrate knowledge of the global environment as it relates to the field of public relations:
  • Define and apply various elements within communication theories.
  • Write advanced copy for the electronic, broadcast and printed media.
  • Demonstrate strategies to benefit organisational functions at a senior management level.
  • Utilise qualitative and quantitative methods to address research problems.
  • Apply effective human resource management strategies.
  • Apply knowledge of the global environment to organisational strategic management.
  • Implement environmental scanning. 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    The following Associated Assessment Criteria will be assessed in an integrated manner across the Exit Level Outcomes.

    1. Define and apply various elements within communication theories.
    2. Apply late twentieth and early twenty first century theories of communication.
    3. Write advanced copy for the electronic, broadcast and printed media.
    4. Plan, produce and control placement of corporate advertising.
    5. Apply all modern media techniques.
    6. Compile and manage organisational information for senior management.
    7. Utilise sophisticated technology for organisational communication.
    8. Demonstrate strategies to benefit organisational functions at a senior management level.
    9. Utilise qualitative and quantitative methods to address research problems.
    10. Apply effective human resource management strategies.
    11. Apply effective information management processes.
    12. Apply knowledge of the global environment to organisational strategic management.
    13. Apply knowledge gained from monitoring international public relations trends.
    14. Implement environmental scanning.

    Integrated Assessment.
    Integrated assessment is applied in this qualification:
    a) Formative assessment:
  • Continuous learning progress assessment.
  • Performance assessments tasks on an integrated variety of knowledge, skills and values.
    b) Summative assessment:
  • Written examination of mastery of theoretical/academic component of learning.
  • Research project.
  • Portfolio assignments.
    c) Continuous product assessment. 
    		•

    ARTICULATION OPTIONS 
    This qualification has horizontal and vertical articulation opportunities.

    Horizontal Articulation:
  • Advanced Diploma in Public Relations and Communication, Level 7.
  • Bachelor of Arts in Public Relations, Level 7.

    Vertical Articulation:
  • Bachelor of Arts Honours in Public Relations, Level 8. 
    		•

    MODERATION OPTIONS 
    N/A 

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

    NOTES 
    N/A 

    LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION: 
    When qualifications are replaced, some (but not all) of their learning programmes are moved to the replacement qualifications. If a learning programme appears to be missing from here, please check the replaced qualification.
     
    NONE 


    PROVIDERS CURRENTLY ACCREDITED TO OFFER THIS QUALIFICATION: 
    This information shows the current accreditations (i.e. those not past their accreditation end dates), and is the most complete record available to SAQA as of today. Some Primary or Delegated Quality Assurance Functionaries have a lag in their recording systems for provider accreditation, in turn leading to a lag in notifying SAQA of all the providers that they have accredited to offer qualifications and unit standards, as well as any extensions to accreditation end dates. The relevant Primary or Delegated Quality Assurance Functionary should be notified if a record appears to be missing from here.
     
    1. Walter Sisulu University 


    All qualifications and part qualifications registered on the National Qualifications Framework are public property. Thus the only payment that can be made for them is for service and reproduction. It is illegal to sell this material for profit. If the material is reproduced or quoted, the South African Qualifications Authority (SAQA) should be acknowledged as the source.