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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Advanced Diploma in Public Relations Management 
SAQA QUAL ID QUALIFICATION TITLE
110967  Advanced Diploma in Public Relations Management 
ORIGINATOR
Vaal University of Technology 
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  2019-08-16  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
72690  Bachelor of Technology: Public Relations Management  Level 7  Level N/A: Pre-2009 was L7  480  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of this qualification is to equip learners in learning how to communicate strategically within a professional setting. The qualification focuses specifically on improving the learners' ability to become confident communicators and to enable them to work in teams and communicate across different cultures in their roles as Public Relations (PR)/Communications specialists. It is suitable for current and aspiring specialists who want to attain the relevant expertise to achieve their career goals. The qualification provides opportunities for learners to learn a strategic approach to PR and to be able to benefit from an integrated multimedia approach to communications. The qualification draws on the disciplines of strategic communication, crisis management, events and campaigning.

The typical learner completing the qualification will be a critical thinker, have an understanding of complex issues facing PR/Communications management industry, compile a research proposal and contribute to professionalism in the PR/Communications Management industry, be able to compile a research proposal and contribute to professionalism in the PR/Communications Management industry.

Rationale:
The current Bachelor of Technology (BTech) Public Relations Management qualification will be phased out therefore the Advanced and Postgraduate Diplomas are imperative for progression and articulation purposes. This Advanced Diploma in Public Relations will meet the demand and need from the industry in order to remain relevant and to address the misconception of PR. There is a need for specialised people in PR/communication field especially due to the rise of social media. The qualification is offered only by two institutions in South Africa (SA). Therefore, this is a niche area in South Africa. Therefore, there is a need for the qualification especially for the working market. The qualification aims to meet specific needs in the public relations and communications industry, furthermore, to expose learners into doing research in specific fields; in SA there is a huge gap for research. Through a comparison with national and international higher education institutions as well as consultation with relevant stakeholders it became clear that a research component should be included in the qualification to prepare learners for Postgraduate studies. Learners with this qualification will be able to articulate to the Postgraduate Diploma in Public Relations Management, to a Masters in Public Relations Management and eventually a Doctorate.

Moreover, the qualification aims to prepare learners to face the challenges of fast-paced modern public relations work. Learners can inter alia, work with multimedia technologies including video, audio and online material, and study how social media can be a volatile but powerful platform to reach large audiences. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning will be provided in accordance with the institution's RPL policy as follows:
  • The learner applies for RPL against a module/ modules, or part/full qualification at the relevant department (Head of Department-HOD).
  • The learner then completes an RPL form and submits it to RPL office.
  • The learner prepares evidence of work (portfolio of evidence) and/or any other relevant proof of evidence (practical work, assignments and or assessments).
  • The RPL officer is appointed from within subject heads (Subject experts) within the department.
  • The portfolio of evidence is submitted to the RPL officer for the RPL evaluation process.
  • The RPL officer identifies two subject experts as assessors from within the department.
  • The subject expert meets with the candidate to conduct pre-screening (evaluation) to ascertain the viability of the application based on qualification requirements (exit level outcomes and assessment criteria as indicated in the module structure of the qualification).
  • Evidence submitted by the candidate is assessed by the assessors (additional evidence may be requested).
  • Credits are awarded to the candidate for relevant, approved prior learning that is aligned with the relevant module outcomes and credits as indicated in the module structure of the qualification.
  • A moderator from the department's advisory board from within the candidate's industry is appointed to moderate the candidate's portfolio of evidence.
  • The moderator reports on the assessor's judgment.
  • If the RPL is awarded, an exemption form is completed for the RPL of modules. Only then may the l continue with part/ full registration.

    Entry Requirements:
    The minimum entry requirement for this qualification is:
  • Diploma in Public Relations Management, NQF Level 6.
  • National Diploma in Management. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    N 

    QUALIFICATION RULES 
    This qualification consists of the following compulsory modules at National Qualifications Framework (NQF) Level 7 totalling 120 Credits.

    Compulsory Modules, 120 Credits, Level 7:
  • Research Methodology, 40 Credits.
  • Project Management in Public Relations Management, 20 Credits.
  • Strategic Communication Management, 40 Credits.
  • Media Studies 3 in Public Relations Management, 20 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Demonstrate knowledge and understanding of public relations management and apply these to members or leaders in a diverse team and to manage Public Relations (PR) campaigns and projects.
    2. Apply necessary media and public relations research skills.
    3. Monitor and identify relevant media to communicate with different stakeholders.
    4. Synthesise and integrate communication strategy and policy into the overall business strategy.
    5. Communicate effectively.
    6. Interpret and communicate through images/pictures.
    7. Use research in PR and Communications and use research methods to assess communication plans.
    8. Comply with international standard of code of ethics in the field of PR and Communications management. 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • Demonstrate integrated knowledge and understanding of public relations management theory and practice to manage Public Relations (PR) teams; campaigns; projects, organisations and community to achieve set goals.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • Identify, select and apply appropriate media and public relations research skills to inform PR management strategies, processes and policies.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • Explore, monitor and identify relevant media, techniques and appropriate technologies to communicate with different stakeholders on a PR management level.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Integrate theoretical knowledge and specialised skills to synthesise communication strategy and policy into an overall business strategy.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Exhibit diverse skills (e.g. techniques, software applications, trends, appropriate technologies) to facilitate effective communication on various platforms.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Interpret and engage in PR communication practices through images/pictures to convey a message which transcends spoken language.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • Conduct research in PR management.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • Implement and comply with international standards; the code of ethics and professionalism in the field of PR management.

    Integrated Assessment:
    Formative assessments will include but not be limited tests and assignments. Assessment of modules in the qualification will be in accordance with the assessment policy of the institution. The learning guides for the modules contain the module outcomes and assessment criteria which must be satisfied in order to be successful.

    The lecturer will make use of summative, formal and informal assessment strategies to develop the learners' competence in this qualification. Informal assessments typically include discussions, quizzes, feedback sessions, and peer assessments, among others. Formal assessments include class tests, presentations, assignments, reports and case studies.

    Summative assessments will typically include semester tests. The assessment weightings are determined in accordance with the institution's assessment policy, learners are allowed a second examination opportunity, regardless of their results in the main examination (first opportunity). All assessments are at the NQF level 7.

    There is no WIL component. 
    		•

    INTERNATIONAL COMPARABILITY 
    The following international qualifications were found to be comparable with this qualification.

    Deakin University, Australia, Victoria:
    This institution offers the Bachelor of Communication in Public Relations, it is a three year full time qualification at AQF Level 7.

    This qualification has similar exit level outcomes and integrated assessment criteria with the proposed qualification.

    Learning Outcomes:
  • Deakin's graduate learning outcomes describe the knowledge and capabilities graduates can demonstrate at the completion of their course.
  • Employ communication theories and concepts to the practice of public relations to inform professional practice within government, civil and business organisations.
  • Effectively communicate analyses, findings and strategies in Public Relations to a range of audiences using written, digital and oral formats.
  • Use digital communication technologies to research and strategically engage with audiences and stakeholder.
  • Analyse and critically evaluate theoretical approaches to Public Relations practice and issues including the need to understand current social and legal norms, policies and practices, in the local, national and global context.
  • Employ initiative and creativity in conjunction with accepted evidence-based communication methods to generate innovative approaches and solutions to complex, real world issues within the professional Public Relations environment.
  • Exhibit autonomy, responsibility, accountability and a commitment to learning and skills development in a professional context.
  • Work and learn collaboratively with real world (external) clients and others from different disciplines and backgrounds to build effective relationships and achieve communication goals.
  • Demonstrate communication strategies that are respectful and inclusive of cultural and socio-economic diversity, social and environmental responsibility and the application of ethical standards.

    Integrated Assessment:
  • Written assignments.
  • Oral presentations.
  • Written tests and examinations.
  • Case studies.
  • Group assignments.

    La Trobe University, Australia, Melbourne City:
    This institution offers the Bachelor of Media and Communication, it is a 3 year full time qualification at AQF Level 7. This qualification has similar exit level outcomes and integrated assessment criteria with the proposed qualification:

    Learning outcomes:
  • develop and manage social media and communication strategies.
  • develop, manage and evaluate public relations campaigns.
  • manage fundraising and sponsorships.
  • build client relationships and networks.
  • develop and write strategic documents and influence opinion.
  • design and create user interfaces and conduct e-marketing communications.
  • interpret market trends and developments.
  • develop and implement business and crisis management plans.
  • manage fundraising and sponsorship activities.
  • apply corporate social responsibility to public relations.
  • address and adhere to government and industry requirements.

    Integrated Assessment:
  • Written assignments.
  • Oral presentations.
  • Written tests and examinations.
  • Case studies.
  • Group assignments. 
    		•

    ARTICULATION OPTIONS 
    This qualification allows possibilities for vertical articulation.

    Horizontal Articulation:
  • Advanced Diploma in Media Studies, NQF Level 7.
  • Advanced Diploma in Communication Management, NQF Level 7.

    Vertical Articulation:
  • Postgraduate Diploma in Public Relations Management, NQF 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. Vaal University of Technology 


    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.