SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION:

Advanced Diploma in Integrated Communication

SAQA QUAL ID	QUALIFICATION TITLE
111208	Advanced Diploma in Integrated Communication
ORIGINATOR
Tshwane University of Technology (TUT)
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
-			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	2019-08-16	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 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 provide learners with the necessary knowledge and skills that build on the National Qualifications Framework (NQF) Level 6 Diploma in Integrated Communication with the aim of providing learners with opportunity to deepen their knowledge and understanding in areas of Organisational Communication, International Communication, Public Relations as well as Advertising and Marketing Communication. The qualification comprises of focused curriculum that provides learners with the ability to apply a range of methods to resolve problems or introduce change within the various communication fields of practice using sound research principles.

Learners will have the opportunity to specialise in one of the following three areas: International Communication; Advertising and Marketing Communication; and Public Relations and Organisational Communication. In specialising in one of these areas, learners will have detailed knowledge in the area of specialisation, and will also have knowledge of how this field of specialisation relate to other fields. This will ensure that they have the necessary skills to identify, analyse and critically reflect on complex problems across various contexts, cultures, channels and media in the field of specialisation, and solve these problems by applying evidence-based solutions and theory-driven arguments.

This qualification will allow learners to obtain theoretical and practical knowledge of how to do formative research analysis of the organisational environment to enable them to compile advance organisational integrated communication strategies and plans as well as to evaluate these strategies and plans. Learners will also obtain practical knowledge of the ethical practices of Integrated Communication in all organisations. They will also have a detailed knowledge of current and relevant communication, public relations and media theories and context. This knowledge will equip the learners with the necessary essential knowledge and skills in the areas of media practice, communication and public relations policies to ensure learners have the ability to function independently in a postmodern, de-colonised society.

The purpose for the wide choice of electives (International Communication, Public Relations and Organisational Communication and Advertising and Marketing Communication) is to enable learners to focus on their areas of specialisation in order to assist them achieve their career goals. The electives offer learners a more in-depth knowledge in the relevant area of specialisation and build upon the electives undertaken by learners in the previous Diploma in Integrated Communication. The elective Public Relations and Organisational Communication will equip learners with the knowledge and skills required to address communication issues that are both internal and external to the organisation. The role of communications in the international system, and an analysis of the relation between international communication and international relations are addressed in the elective of International Communication. The elective module Advertising and Marketing Communication will prepare the learner to focus on the role of marketing communication in society. This qualification introduces learners to the analysis of advertising and the role that it plays in society. In addition, learners will have the ability to efficiently and diligently evaluate and select appropriate media for communicating with different stakeholder groups. They will also be able to do formative research analysis of the organisational environment to enable them to compile organisational integrated communication strategies and plans as well as to evaluate these strategies and plans.

Through this qualification learners will acquire skills and applied competencies by doing group work, presentations and research projects. The intent is to ensure that learners are well-rounded and this can only be ensured if the learners can interact effectively with their changing environment and act responsive and responsible within a variety of social and cultural settings. Aligned to the graduate attributes and Exit Level Outcomes, the learners will be guided through activities like problem-solving and reflexive practices.

Rationale:
The rationale for this qualification is to develop an array of skilled and knowledgeable learners who when they graduate will be employable industry experts who can communicate effectively, and be critical thinkers, as well as team players in society. The curriculum for the Advanced Diploma is developed in consultation and with input from the Advisory Board Committee of the Department of Integrated Communication.

Ultimately, this qualification will equip learners with the ability to apply a range of methods to resolve problems in the wider fields of communication including, managerial communication; integrated marketing communication and public relations; organisational communication; advertising and marketing communication; corporate social responsibility; stakeholder relations; and international relations.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Recognition of Prior Learning (RPL):
Assessment for RPL will be done in compliance with the institution's RPL policy.

Candidates may apply at the Office of the Registrar for RPL or for admission via the Senate's discretionary route. The specific relevant documentation will be requested from these applicants, and these cases will be handled on an individual basis.

The following rules are applicable in the Department of Integrated Communication as outlined by the policy on the Recognition of Prior Learning:

Formal, informal and non-formal learning experiences submitted for RPL will be assessed against the current qualification and module requirements.

Applicants need to provide evidence of significant and relevant prior learning before applications will be considered.

Entry Requirements:
The minimum entry requirement for this qualification are as follows:

A 360 Credit National Diploma, NQF Level 6.
Or

Diploma, NQF Level 6.

RECOGNISE PREVIOUS LEARNING?

QUALIFICATION RULES

This qualification consists of the following compulsory and elective modules at National Qualifications Framework Level 7 totalling 120 Credits.

Compulsory Modules, 90 Credits:

Introduction to Research Methodology, 30 Credits.

Communication Science and Practice, 30 Credits.

Media Practice IV, 30 Credits.

Elective Modules, 30 Credits (Choose One):

International Communication III, 30 Credits.

Public Relations and Organisational Communication III, 30 Credits.

Advertising and Marketing Communication III, 30 Credits.

EXIT LEVEL OUTCOMES

1. Demonstrate detailed knowledge and understanding of, and an ability to apply, evaluate and integrate key terms, concepts, facts, principles, rules and theories within the specialised area, which are public relations and organisational communication; or international communication; or advertising and marketing communication.
2. Select and apply methods to solve complex problems within the integrated communication field by investigating and critically reflecting on a range of methods related to the integrated communication industry and other disciplines in the respective fields.
3. Take decisions and act professionally within the respective integrated communication environments.
4. Develop and communicate ideas using appropriate discourse, manage unfamiliar processes and variable contexts by applying appropriate problem solving methods.
5. Identify, evaluate and address own learning needs in a self-directed manner to facilitate collaborative learning processes.
6. Demonstrate the ability to gather information from a range of sources including oral, written or symbolic texts to select information regarding the field of communication, advertising and public relations.

ASSOCIATED ASSESSMENT CRITERIA

Associated Assessment Criteria for Exit Level Outcome 1:

Recognise and practice integrated and detailed knowledge of integrated communication concepts, principles, rules and policies, which are typically required from an integrated communication practitioner in a postmodern, de-colonised society.

Introduce change within the various communication fields of practice by critically analysing and reflecting on complex media policies and using evidence that is gathered from existing media theories and models.

Link theory and practice to build ideas that shape research, policy and professional practice within the integrated communication field.

Associated Assessment Criteria for Exit Level Outcome 2:

Justify and adhere to appropriate academic and occupational discourse to using an assortment of technologies and methodologies relevant to solve problems in the field of integrated communication.

Critically evaluate and apply evidence-based solutions to case studies relevant to the field of integrated communication.

Identify, analyse and resolve integrated communication concepts, theories and strategies in the specialised fields of communication using applicable examples typically found in the industry.

Associated Assessment Criteria for Exit Level Outcome 3:

Formulate and execute activities, decisions and actions taken within the integrated communication field in an ethical, moral and professional manner.

Defend ethical values and approaches to management principles and professional practice, with regards to decisions and actions made.

Adhere to professional carriage, behaviour and attitudes in all integrated communication settings.

Justify decisions and actions taken by drawing on ethical values and approaches appropriate to the integrated communication settings.

Associated Assessment Criteria for Exit Level Outcome 4:

Use appropriate visual and language skills in all oral and/or written communication.

Independently validate various sources of information and communicate findings and information in well-formed arguments.

Communicate complex information reliably and coherently use appropriate academic and professional or occupational conventions, as well as recognise integrated communication theories and processes.

Associated Assessment Criteria for Exit Level Outcome 5:

Take responsibility for own work, decisions taken and the use of resources.

Display team communication and interpersonal skills in working and communicating with a team.

Identify and address task specific needs appropriately.

Provide support to others where appropriate in achieving the outcomes of a task.

Resources are used responsibly.

Take actions and decisions based on an awareness of the ethical implications of the action and should be aligned with the ethical considerations within the profession.

Associated Assessment Criteria for Exit Level Outcome 6:

Evaluate different sources of information regarding communication, advertising and public relations.

Select information appropriate to the task.

Apply communication strategies and plans and monitor the process, using appropriate conventions and formats relevant to the field of Communication, Advertising and Public Relations.

Integrated Assessment:
In order to achieve the stated Exit Level Outcomes and to link theory and practice, a variety of assessment methods will be used. Both formative and summative assessment strategies will be used.

Formative Assessment:
Formative Assessment will be used to inform learners about their progress on a continuous basis throughout the course of study. Self and peer assessment (with the aid of relevant analytical assessment tools) will contribute to formative assessment. Marks collected from this evidence will be recorded for promotional purposes or will be used for the sole purpose of learner and lecturer reflection, growth and development. Formative assessment will be used to support the learner developmentally and to provide feedback to all involved in the learning process about how teaching and learning can be improved. Throughout the qualification, formative assessment strategies will be used to ensure that Exit Level Outcomes are achieved, and will include group discussions, power point presentations by learners, quizzes, questions on structured reading, and case studies.

Summative Assessment:
Summative Assessment will involve assessment opportunities that will take place at the end of a learning experience. Information will be gathered about a learner's level of competence upon completion of a module. Results will be expressed in marks in terms of the level of competence achieved, with regard to Level Descriptors, specific outcomes and assessment standards. This type of assessment will be used for promotional purposes and will take the various forms, such as assignments (group and individual), tests, and theoretical examinations.

INTERNATIONAL COMPARABILITY

There are numerous tertiary institutions worldwide offering similar types of qualifications, although most of these are Degrees. With current developments in integrated communication worldwide, the majority of these qualifications are tailored to meet industry specific requirements. The emphasis is on employability. Many institutions offer short learning programmes/Diplomas to professionals in industry on related areas in Integrated Communication.

The Advanced Diploma in Integrated Communication compares to many of them in different ways, with a slightly different emphasis, making the qualification a unique offering.

The Advanced Diploma is a one year qualification which follows on the three year Integrated Communication Diploma. This four year qualification compares to four year Bachelor degrees in many other countries.

At Griffith University in Australia the Bachelor of Public Relations and Communication is offered with common modules including Media Relations and Public Relations Theory. This qualification examines the various factors that must be considered in planning, developing and implementing advertising and promotional campaigns and programmes. Attention is also given to the environment in which advertising and promotion operates and promotional decisions are made.

In Canada at the Mount Royal University a Bachelor of Communication is offered. Similarities to the Advanced Diploma in Integrated Communication may be observed in the following subjects: Public Relations, Communication Studies and Media Relations. All these subjects for part of strategic communication planning, which is at the core of the Advanced Diploma.

In the United States of America, Ferris State University, as well as a number of other universities offer a degree in Advertising /Integrated Marketing Communication.

The International School of Communication in London offers an Advanced Professional Diploma in Communication and Public Relations. Similarities in modules offered at this institution has been observed within the Advanced Diploma in Integrated Communication.

A BA Hons degree in Public Relations and Communication is offered at Solent University. In this qualification, the structure evolves year-on-year, making public relations and communication a key focus as students develop the writing, digital, communication and strategic planning skills required to thrive as a PR executive.

DE Montfort University in Leicester offers a BA honours in Advertising and Marketing Communications.

ARTICULATION OPTIONS

This qualification allows possibilities for both vertical and horizontal articulation.

Horizontal Articulation:

Advanced Diploma in Integrated Communication Design, NQF Level 7.

Bachelor of Arts in Integrated Communication, NQF Level 7.

Vertical Articulation:

Postgraduate Diploma in Integrated Communication, NQF 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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