SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Advanced Diploma in Communication Management

SAQA QUAL ID	QUALIFICATION TITLE
108857	Advanced Diploma in Communication Management
ORIGINATOR
University of Johannesburg
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 04 - Communication Studies and Language		Communication Studies
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	2019-02-13	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 does not replace any other qualification and is not replaced by any other qualification.

PURPOSE AND RATIONALE OF THE QUALIFICATION

Purpose:
The purpose of this qualification is to develop the student's competence to strategically analyse, plan, apply and evaluate communication strategies in diverse contexts. Students will be prepared to develop innovative, professional and globally recognised solutions to address strategic communication (focussing predominantly on Communication Management and Public Relations) challenges relevant to the South African contexts as well as addressing global communication management developments.

Rationale:
The Advanced Diploma in Communication Management focuses on the development of applied competence within the area of communication management within a brand environment. Due to the changing nature of the communication industry and also the new brand paradigm thinking, it is imperative that students gain insight into the industry and also the components that contribute to sound management of brand communication within these environments. This programme necessitates an interrogation of the industry and offers a deep and systematic understanding of current thinking, practice, theory and methodology in communication management and public relations as areas of specialisation.

The benefit that this qualification provides to society is based on the fact that it addresses the need for applied solution-focussed communication management skills. In a global era that is characterised by complexity (for example we live concurrently in an attention deficit economy, expectation economy and experience economy etc.) and the multi-layered textures of a local developing society there is a need for a new way of thinking. As such there is a need for advanced applied thinking that is integrated, holistic in orientation and allows for whole brain thinking. Consequently, increasing emphasis, especially from stakeholders and industry, is being placed on borderless thinking that will facilitate comprehensive and systematic insightful knowledge particularly with regards to brands and the management of their communication.

Based on the aforementioned, this qualification aims to develop knowledge and applied competence in the field of Communication Management. The qualification is aimed at individuals who currently hold a qualification registered on a Level 6 in fields such as Public Relations, Communication Management, Marketing, Marketing Communication or Brand Communication. It will also address the need of individuals who want to make a career change and will provide entry-level vocational and professional preparation or specialisation into the field of Communication Management and Public Relations.

Another critical factor that contributed to the need for the development of this qualification was the formation of the comprehensive institution, the University of Johannesburg, through the merger process. This qualification response to the new challenges, specifically the lack of articulation opportunities between qualifications of the merged institutions. The development of this new programme is to replace the previously offered Bachelor of Technology (BTech) Public Relations Management. Students doing the current Diploma in Communication Management and Public Relations cannot articulate vertically to other qualifications without completing an advanced diploma thus restricting progression and access to further studies. This qualification allows for this articulation to take place.

In light of the aforementioned, this qualification has been developed taking into consideration the objectives of the National Qualifications Framework (NQF) and thus focuses on producing produce knowledgeable, skilled and innovative practitioners for the middle to senior management levels in public relations and communication management occupations and to provide opportunities to students, organisations and the institution to contribute to the economic development of the country through more advanced qualifications.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
RPL will be applied in line with national policies as well as University of Johannesburg (UJ) policies and guidelines.

The UJ policy stipulates that any persons who wishes to avail themselves of the opportunities offered by RPL could either approach UJ in person or could do so by letter (either written or electronic). They may also need advice and counselling before applying for RPL or else could be familiar with the process and require no further support.

RPL Timeline-the RPL process is lengthy and time-consuming. Those wishing to be considered for RPL must be advised to apply to the University one year in advance of the intended admissions date, to allow for timeous completion of all processes, including Senate approval prior to registration.

Refer to the process explained below that illustrates the RPL process at the University of Johannesburg.

The RPL process at the University of Johannesburg comprise the following phases:

SEC: The RPL Officer:

Provides information on the process.

Discusses and identifies the appropriate faculty, department and a possible programme.

Refers the applicant to the relevant faculty and the Faculty RPL Officer.

Communicates the applicant's details to the Faculty RPL Officer.

The Faculty RPL Officer:

Discusses the RPL process (including fees) with the candidate.

Identifies an appropriate programme.

Provides the candidate with an RPL application form.

Checks the RPL application form for completeness.

Enters the applicant's information on the RPL database-generating an RPL number for the candidate.

Refers the application to the relevant Head of Department (HOD) and/or lecturers.

All RPL submissions are centralised through the University of Johannesburg Faculty of Humanities office and applications are managed by the RPL Faculty committee.

The University of Johannesburg recognises the value of prior learning and embraces the culture of lifelong learning through its RPL policy. In terms of the RPL policy students may be granted credits for learning which is specific to the level of the qualification on line with applied competences and the practical and theoretical application appropriate to the subject. These applications are managed on an individual level based on the particular applicant's details.

Head of Department (HOD) and/or lecturer(s) and Faculty RPL officer:

Conduct a first screening by discussing the merits of the application and taking a decision whether the candidate can go ahead with the formal assessment or not.

If the applicant is not successful, the Faculty RPL Officer communicates (in writing) the reasons to the candidate.

If the application is successful, a consent form is completed, indicating that the applicant may proceed with formal RPL assessment-the candidate receives a copy.

Meet with applicant to discuss formal RPL assessment, evidence required, timeframe, support assessment fees, etc.

The applicant:

Pays the RPL assessment fee.

Submits the required evidence to the Faculty RPL Officer.

HOD and/or lecturer(s):

Assess the applicant's evidence.

Meet with the applicant for an interview; collect additional evidence (if required).

Consult external assessors (if applicable).

Submit a detailed RPL assessment report to the Dean's Committee/relevant faculty committee.

The applicant:

Is informed (in writing) of the outcome of the RPL assessment

If successful, may now apply for admission to the specific programme at the SEC.

The RPL process for students comprise the following:

Enquire about the RPL process, obtain more information on the appropriate faculty/department, or prepare to submit a formal RPL application.

Discuss RPL needs with the RPL officer in the SEC to choose a relevant faculty/department/programme. Obtain an information booklet. Be referred to the relevant Faculty RPL Officer.

The applicant's RPL needs are discussed with the Faculty RPL officer who will explain the RPL process. An application form is provided which is completed and submitted to the Faculty RPL Officer. An RPL application fee is payable. The Faculty RPL officer will contact the applicant on the success of the first screening of the RPL application.
Or

Submit a formal RPL application. Alternatively, obtain more information on the appropriate faculty/department and contact the relevant Faculty RPL officer to make an appointment or, complete a RPL application form (available on the UJ web and submit to the Faculty RPL Officer for a first screening of the RPL application. Pay a RPL application fee.

In both instances, the following steps then need to be completed:

If the first screening of the application was successful, a formal assessment of prior learning and existing skills is done. An appointment is made with the Faculty RPL Officer (including the head of the department and/or the relevant lecturer(s)) to discuss the type of assessment, evidence required, timeframe and available support, etc. An assessment fee is payable for the formal assessment.

A formal assessment is completed in the academic department, which is a timeous process.

The candidate is informed if the application is successful on not, based on the formal assessment of prior knowledge and existing skills. If the application is successful, the candidate may complete a student application form to apply for a student place in the chosen programme.

Entry Requirements:
The minimum requirements for admission into the Advance Diploma are:

Diploma in Public Relations, Level 6.
Or

Diploma in Public Relations or related fields Level 6.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

This qualification comprises compulsory modules at Level 7 totalling 120 Credits:

Stakeholder Management, 30 Credits.

Issues in Strategic Communication Management, 30 Credits.

Communication Leadership and Change, 30 Credits.

Digital Contexts, 30 Credits.

EXIT LEVEL OUTCOMES

1. Demonstrate an understanding of the relevant theories within the field of Communication Management and relevant to both the South African and global contexts.
2. Demonstrate advanced communication management skills in both oral and written communication within intercultural contexts.
3. Show an understanding of the relevant research skills within professional communication management and public relations contexts.
4. Participate as responsible members of society by crafting and managing a strategic communication campaign for relevant organisations and stakeholders.
5. Demonstrate the ability to organise and manage oneself and one activities responsibly and effectively in various strategic communication contexts.
6. Show an understanding of the current challenges facing practitioners in the field of Communication Management.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

Demonstrate a heightened understanding of the related systems of work readiness in a professional work environment and how theoretical concepts relate to it.

Critically apply relevant theoretical knowledge within a professional work environment.

Apply solution-based thinking when faced with professional work environment briefs.

An understanding of the interrelatedness of the local and international professional work environments is demonstrated.

Show an understanding of the relevant theories, practices and models relevant to the field of Communication Management.

Associated Assessment Criteria for Exit Level Outcome 2:

Demonstrate the ability to communicate complex information effectively, using appropriate advanced communication management skills and channels.

Demonstrate the ability to craft effective verbal and non-verbal communication within intercultural contexts.

Apply intercultural sensitivity towards stakeholders when using advanced communication channels.

Show the ability to identify, analyse, evaluate and solve communication management problems in multi-national business contexts by using critical and creative thinking.

Demonstrate the ability to work effectively with others, as members of a team within an African context, to evaluate and solve communication problems.

Demonstrate innovative solution-focussed thinking when solving communication management problems.

Associated Assessment Criteria for Exit Level Outcome 3:

Collect and analyse data within a professional communication management and public relations contexts.

Show an understanding of the relevant research methods that could be applied in solving a particular problem.

An understanding of the various research methods and their appropriateness within a specific context is demonstrated.

Illustrate the ability to gain insight from research findings.

Show the ability to interpret research data and how to use it to solve a particular problem related to Communication Management.

Associated Assessment Criteria for Exit Level Outcome 4:

Formulate and evaluate a Communication strategy based on the parameters and brief provided.

Show an understanding of the principles of responsible citizenship with regard to communication management and public relations in local, national and global communities.

Demonstrate an understanding of Communication Management issues relevant to the South African context.

Demonstrate an understanding of the relevant knowledge needed to craft a communication campaign.

Demonstrate the ability to craft messages for various stakeholders taking into consideration the goals of a communication campaign.

Show the ability to craft a communication campaign that addresses management and stakeholder issues in a responsible manner.

Associated Assessment Criteria for Exit Level Outcome 5:

Illustrate the ability to organise and manage personal activities in an accountable manner within various contexts.

Demonstrate the ability to effectively communicate with team members within various task-orientated contexts.

Demonstrate the ability to work with various individuals to deliver on client briefs.

Demonstrate the ability to manage dissensus within a group context while delivering outcomes within given deadlines.

Associated Assessment Criteria for Exit Level Outcome 6:

Demonstrate an understanding of the South African landscape and the challenges posed to practitioners in the field of Communication Management.

Demonstrate an advanced understanding of the heightened cultural and aesthetic sensitivity in the process of communication management and public relations.

Demonstrate the ability to apply heightened cultural and aesthetic sensitivity in the process of communication management and public relations.

Show an understanding of the challenges that is faced when managing brand communication within a complex and diverse South African environment.

Apply advanced cultural sensitivity when engaging with stakeholders within various strategic communication contexts.

Show an understanding about the relevance of personal values as a practitioner within the current world of work and a shift away from only being guided by professional bodies and their rules and regulations.

Integrated Assessment:

Lectures (face to face, limited interaction or technologically mediated), 50% Tutorials: individual groups of 30 or less.

Syndicate groups, 20% Practical workplace experience (experiential learning/work-based learning etc.).

Independent self-study of standard texts and references (study guides, books, journal articles), 20%.

Independent self-study of specially prepared materials (case studies, multi-media, etc.), 10%.

Assessment policy for Integrated Assessment:

Assessment of student learning reflects the tenet of academic integrity and complies with the Code of Academic and Research Ethics, including the rights of students.

The following principles apply:
The programme consists of four modules and each module has a minimum of three formative assessment opportunities in a semester (14 weeks). This will be made up of e.g. tests, assignments and/or projects and assignments. A summative examination session of three hours (incorporating theory and applied aspects) will be conducted at the end of each module (14 weeks).

Formative Assessment supports teaching and learning, provides feedback to the student, diagnoses the student's strength and weaknesses, assists in the planning of future learning and helps make decisions on the readiness of the student to do a summative assessment. Formative assessments will include syndicate assignments, presentations, reflective reports and tests.

Summative Assessments are conducted for the purpose of making a judgment about the level of competence of students in relation to the outcomes of a module. The marks reflect a pass or fail. An assessment analysis is done for each assessment to ensure that all questions are on the correct cognitive level as well as to ensure an appropriate percentage of higher and lower cognitive questions. Summative assessments will include examinations and portfolios.

All examinations are done in accordance with University of Johannesburg (UJ) Policy. All modules are moderated for quality purposes. Moderators are experienced assessors with knowledge of the learning field and reports from external moderators are used to improve teaching and learning as well as formative and summative assessments.

Assessment includes a wide range of approaches and methods (including integrated learning) that are fit for purpose and followed by constructive feedback to support the learning process.

Assessment practices are based on established best practice and contemporary research and are aligned with the assessment practices and procedures required by the National Qualifications Framework (NQF).

Assessments completed within the modules offered as part of the Advanced Diploma is coherently designed as an integral part of the learning process. Assessments and the way in which they are conducted are aligned with the purpose of the particular module, learning outcomes, assessment criteria, assessment opportunities and strategies.

Assessment processes are reliable, valid, transparent and fair, and the tasks feasible (practicable) in relation to available financial resources, facilities, equipment and time.

Assessment is comprised of both formative and summative assessments and is conducted on a continuous basis throughout the learning experience, and the purpose of the assessment and related assessment criteria are clearly communicated to students.

Feedback to students for Integrated Assessments:

The process of providing feedback to students on assessment tasks focuses on providing constructive feedback (not only a grade on a list) to students and viewing of their marked evidence follow assessments. Constructive feedback is provided, which takes the purpose of the assessment into account. Students are guided on how to avoid making similar mistakes and how to improve their performance. The following have application:

Students have access to their marked evidence for a period of seven (7) working days after the assessment results are published.

Exceptions (i.e. due to large student numbers and University holidays) are addressed in faculty assessment policies. Faculties and departments take the scheduling of the final assessment into account when managing this aspect.

Assessment results are confidential. An individual student's assessment results are not disclosed to fellow-students or unauthorised staff members. Class lists on notice boards do not include names of students only their student numbers and the results.

Additional information, per assessment opportunity, such as class average, normal distribution curve, etc. is available on request.

Furthermore, learner guides, that comply with the (University of Johannesburg) UJ policy contains the learning outcomes of the module as well as the scoping of each assessment opportunity. Assessment criteria are linked to the outcomes within these learner guides.

Briefs, scope of work as well as the assessment criteria for each assessment is discussed before each assessment during a lecture. Various channels of communication are utilised to assist with the preparation prior to submission e.g. the learning guide, face-to-face communication, communication technology such as uLink and the notice board. Students have the opportunity to clarify any misunderstandings regarding the assessment criteria utilising any of these tools.

After submission of the assessment, written and oral feedback are given to students within seven days of the assessment. Memorandums of assessments are made available to students to facilitate a self-assessment of the results. In some instances, general feedback is also given via uLink. Students can see lecturers during consultation hours to discuss their individual assessments. All disputes with regards to marks are dealt with in accordance with the UJ Policy and Faculty of Humanities procedures.

INTERNATIONAL COMPARABILITY

Australia:
RMIT University.
Advanced Diploma of Business (Public Relations).

Duration:

Part-time may be available.

Full-time 1 year.

Nominal hours: 885.

The program will provide you with the specialised public relations knowledge and skills required for:

Media liaison, monitoring and management.

Developing and managing publicity campaigns and preparing publications.

Managing public relations communications and fundraising and sponsorship activities.

Designing web environment for interactive media products and enhancing communications about products or services.

Planning social media strategies.

This programme is similar in terms of the outcomes, entrance criteria, duration of study and outcomes.

Canada:
Mohawk College.
Public Relations Graduate Certificate.

Minimum requirements for admission:

University Degree or College Diploma (two-year or longer) in a related area of study.
Program Length:

1 academic year.

Outcomes:

Coordinate and contribute to the planning of public relations activities, including the development of clear, measurable communication objectives and project or tactical budgets and selection of strategies, tactics, tools and resources to manage a range of stakeholder relationships and issues and achieve organisational objectives.

Coordinate, contribute to and adapt the implementation of strategies and tactics and the management of budgets and resources to achieve communication objectives and meet activity guidelines and requirements.

Write and edit clear, accurate, targeted copy aligned to organisational objectives, appropriate for the chosen channel(s) and to a specified deadline.

Produce effective, accessible, and timely print, digital and multimedia communications, independently and collaboratively, to manage specific stakeholder relations and/or issues and achieve organisational objectives.

Use research results and analytical skills to guide the development of communication objectives and public relations activities, evaluate their impact, and support organisational objectives and stakeholder relationships.

Engage stakeholders by adapting language, tone and presentation style to the public relations purpose, situation, audience and channel(s).

Comply with and support others to work in accordance with relevant professional association and industry codes of ethics, public relations professional standards and practices, and legal obligations, protocols and policies.

Monitor emerging social and economic trends, and local, national and global issues to guide the planning and implementation of public relations strategies and tactics and support organisational effectiveness, stakeholder relationships and ongoing personal professional development.

Assess the selection and implications of current and emerging technologies on the quality and delivery of public relations activities and on organizational effectiveness.

Select strategies and tools to build and manage stakeholder relationships to support public relations activities, organisational objectives and career development.

This programme is very similar in terms of the outcomes, entrance criteria, duration of study and outcomes. The modules offered within the course are also of a similar nature.

Canada:
Graduate Certificate:
Algonquin College:
Length:

2 semesters.

Admission requirements:

A Bachelor's Degree.

Graduates build on their prior post-secondary education and experience to perform a more specialised range of activities or focus on specific public relations functions, stakeholder relationships or issues management.

Outcomes:

Coordinate and contribute to the planning of public relations. activities, including the development of clear, measurable communication objectives and project or tactical budgets and selection of strategies, tactics, tools and resources to manage a range of stakeholder relationships and issues and achieve organisational objectives.

Write and edit clear, accurate, targeted copy aligned to organisational objectives, appropriate for the chosen channel(s) and to a specified deadline.

Engage stakeholders by adapting language, tone and presentation style to the public relations purpose, situation, audience and channel(s).

Assess the selection and implications of current and emerging technologies on the quality and delivery of public relations activities and on organisational effectiveness.

Select strategies and tools to build and manage stakeholder relationships to support public relations activities, organisational objectives and career development.
This programme is similar in terms of the outcomes, entrance criteria, duration of study and outcomes.

Canada:
Humber College.
Advanced Diploma in Public Relations.

Upon completion of the six semester courses required within this Advanced Diploma, the learner is required to meet the following outcomes:

Coordinate and contribute to the planning of Public Relations activities, including the development of clear, measurable communication objectives and project or tactical budgets and selection of strategies, tactics, tools and resources, to manage a range of stakeholder relationships and support organisational objectives.

Coordinate and contribute to the implementation of strategies and tactics and the management of budgets and resources for a range of public relations activities to achieve communication objectives and meet activity guidelines and requirements.

Write and edit clear, accurate, targeted copy aligned to organisational objectives, appropriate for the chosen channel(s) and to a specified deadline.

Apply visual, audio, multimedia and interactive elements, fundamental design principles and accessibility standards, independently and collaboratively, to enhance the production of effective, timely communications appropriate for diverse channels and audiences.

Selection of information sources, research tools and results, and apply analytical skills to guide the development of communication objectives, selection of strategies and tactics and evaluation of the impact of public relations activities.

Engage stakeholders by adapting language, tone and presentation style to the public relations purpose, situation, audience and channel(s).

Keep current with emerging social and economic trends, and local, national and global issues to enhance public relations plans and activities, support organisational effectiveness and stakeholder* relationships, and guide ongoing personal professional development.

Select and use current and emerging technologies to enhance the quality and delivery of public relations activities and support organisational effectiveness.

Select strategies and tools to build and maintain professional relationships to support public relations activities, organisational objectives and career development.

This programme is very similar in terms of the outcomes, entrance criteria, duration of study and outcomes. Very similar modules are also completed as part of the qualification.

ARTICULATION OPTIONS

This qualification allows for vertical and horizontal articulation.

Horizontal Articulation:

Advanced Diploma in Media Studies, Level 7.

Vertical Articulation:

Bachelor of Arts Honours in Strategic Communication, Level 8.

Bachelor of Arts Honours in Communication and Media, Level 8.

MODERATION OPTIONS

N/A

CRITERIA FOR THE REGISTRATION OF ASSESSORS

N/A

NOTES

N/A

LEARNING PROGRAMMES RECORDED AGAINST THIS 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.

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