SAQA

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SOUTH AFRICAN QUALIFICATIONS AUTHORITY

REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE:

Master of Arts: Marketing Communication

SAQA QUAL ID	QUALIFICATION TITLE
4135	Master of Arts: Marketing Communication
ORIGINATOR
Rand Afrikaans University
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY			NQF SUB-FRAMEWORK
Was CHE until Last Date for Achievement			HEQSF - Higher Education Qualifications Sub-framework
QUALIFICATION TYPE	FIELD		SUBFIELD
Master's Degree	Field 03 - Business, Commerce and Management Studies		Marketing
ABET BAND	MINIMUM CREDITS	PRE-2009 NQF LEVEL	NQF LEVEL	QUAL CLASS
Undefined	256	Level 8 and above	NQF Level 09	Regular-Provider-ELOAC
REGISTRATION STATUS		SAQA DECISION NUMBER	REGISTRATION START DATE	REGISTRATION END DATE
Passed the End Date - Status was "Reregistered"		SAQA 2663/05	2006-07-01	2009-06-30
LAST DATE FOR ENROLMENT		LAST DATE FOR ACHIEVEMENT
2010-06-30		2013-06-30

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 is replaced by:

Qual ID	Qualification Title	Pre-2009 NQF Level	NQF Level	Min Credits	Replacement Status
73959	Master of Arts in Marketing Communication	Level 8 and above	NQF Level 09	180	Complete

PURPOSE AND RATIONALE OF THE QUALIFICATION

The primary purpose of this qualification is to develop the advanced applied competence of qualifying learners in Marketing Communication (MC). Advanced applied competence implies the highly developed ability to acquire, analyse, interpret and apply advanced communication principles and theories related to the context of MC within relevant sectors of the Marketing Communication Industry. Furthermore, learners will develop the highly sophisticated ability to internalise, reflect and communicate highly complex strategic decisions and applications effectively through the progressive and suitable use of scientific language and technical terminology associated with MC. The qualification will facilitate effective critical learning and foster appropriate research capabilities through the exposure to and application of specialised learning and research styles, thereby enabling the learner to navigate and holistically manage the complex, dynamic context of MC.

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING

Applied competence as outcomes:

To enrol for this qualification, potential learners need to demonstrate the following competences:

the ability to write academic texts;

the ability to write a research proposal and report;

the ability to orally present and defend an argument that is supported by evidence;

the ability to engage with a critique ideas of their peers in a constructive manner;

The ability to design, plan, and execute a meso-level research task based on a theoretical framework in a group context at an intermediate level, to reflect on their own research and to report on research findings;

the ability to search for, access, organize and interpret information at an immediate level;

the ability to use various information and communication technologies in an academic environment;

the ability to discuss theory and methodology of Communication and MC , and to be able to contribute to current debates in MC at an intermediate level;

the ability to critically and creatively describe and apply different communication models and constructs specific to MC problems in the South African and global Marketing Communication industry and Marketing Communication contexts at an intermediate level.

Potential learners should be in possession of an Honours degree in Communication or MC an average of 65% at NQF level 7, with a minimum of 120 credits. Potential learners who are not in possession of such a degree, but who are in possession of a qualification that could be regarded as equivalent to such a qualification, must apply to the Accreditation Committee of the Faculty of Arts for accreditation.

Recognition of prior learning:

All potential learners who are not in possession of an Honours degree in Communication or MC need to provide proof of an equivalent qualification. Those who claim that they have achieved relevant prior learning which should give them access to the programme need to apply to the Departmental Chairperson of the Department of Communication for recognition of prior learning.

A potential learner who wants to be credited for prior learning, and/or experience for a particular module or modules, needs to apply in writing to the Departmental Chairperson of the Department of Communication, clearly stating the title(s) of the module or modules he/she wants to be credited for, as well as the basis on which he/she believes the accreditation should be granted.

The principles of RPL are subscribed to and will be implemented in a flexible manner. The principle of flexible and open access will, however, be offset by the provision that this is not to the detriment of the potential learner and that his/her chances of success are reasonable.

The Committee will assess learners' competencies in order to determine whether they are eligible for a) access to, b) advanced placement in, or c) recognition of status for this qualification.

RECOGNISE PREVIOUS LEARNING?

EXIT LEVEL OUTCOMES

The learner should be able to:

1. Identify, evaluate, anticipate and solve advanced MC and communication problems by using critical and creative thinking.

2. Strategically manage and work effectively with others as a member of an MC team or a group to identify, solve and critically evaluate highly complex communication and MC problems.

3. Organize and manage personal activities related to the MC learning process in an accountable manner.

4. Collect, analyse, organize, critically and apply complex information pertaining to MC.

5. Communicate specialized MC information effectively using appropriate communication skills and media, and facilitate effective verbal and non-verbal persuasive communication.

6. Use intricate MC science and technology effectively, critically and responsibly to address complex issues pertaining to MC.

7. Demonstrate a sophisticated understanding of the related systems of MC and the dynamic interrelationship between these units and the broader context.

8. Acquire and reflect on specialized reflective skills and strategies appropriate to the context of communication and MC.

9. Acquire a specialised understanding of the intricate principles of responsible citizenship with regard to MC in local, national and global communities.

10. Comprehend and apply heightened cultural and aesthetic sensitivity to the process of MC.

11. Develop advanced career-development skills within the MC employment context.

12. Identify and develop strategic MC entrepreneurial opportunities.

ASSOCIATED ASSESSMENT CRITERIA

1. Did the learner identify, evaluate, anticipate and solve advanced MC problems by using critical and creative thinking?

2. Did the learner strategically manage and work effectively with others as a member of an MC team or a group to identify, solve and critically evaluate highly complex communication and MC problems?

3. Did the learner organize and manage personal activities related to the MC learning process in an accountable manner?

4. Did the learner collect, analyse, organize, critically evaluate, conceptualise and apply complex information pertaining to MC?

5. Did the learner communicate specialized MC information effectively using appropriate communication skills and media, and facilitate effective verbal and non-verbal persuasive communication?

6. Did the learner use intricate MC science and technology effectively, critically and responsibly to address complex issues pertaining to MC?

7. Did the learner demonstrate a sophisticated understanding of the related systems of MC and the dynamic interrelationship between these units and the broader context?

8. Did the learner acquire and reflect on specialized reflective skills and strategies appropriate to the context of communication and MC?

9. Did the learner acquire a specialised understanding of the intricate principles of responsible citizenship with regard to MC in local, national and global.

10. Did the learner comprehend and apply heightened cultural and aesthetic sensitivity to the process of MC?

11. Did the learner develop advanced career-development skills within the MC employment context?

12. Did the learner identify and develop strategic MC entrepreneurial opportunities?

INTEGRATED ASSESSMENT:

Continuous assessment practices form an integral part of the design of this qualification. Learning outcomes are made explicit to learners and there is a coherent assessment strategy in place for each module, with a fair balance between formative and summative assessment strategies.

Formative assessment practices that will be implemented:

A range of formative assessment strategies is used. Formative assessment strategies include, inter alia, short essays, oral presentations to a group of peers, and practical computer-based activities, personal discussions and practical projects. Opportunities for peer assessment are included.

Summative assessment practices that will be implemented:

Integrated assessment, focusing on the achievement of the exit-level outcomes, include the drafting of a research proposal and the writing of a research report.

AND

For the structured programme, summative assessment on essays and an oral examination also take place.

ARTICULATION OPTIONS

Access to qualification on a lower level:

Potential level should be in possession of an Honours degree in Communication or MC at NQF level 7. The achievement of this qualification should give the learners access to certificates and diplomas in this field at level 7.

Access to qualifications on the same level:

The achievement of this qualification should give learners access to certificates and diplomas in the field at level 8. Learners who are (or have been) registered for this (or a related) qualification at another higher institution or at RAU, may, with the permission of the Dean of Arts, enter he Masters programme in Communication or MC mid-stream, given that the rules of access have been compiled with. Such learners will therefore be credited for prior learning.

Access to qualifications on a higher level:

Having obtained this qualification, the following possibilities for further study in higher education programmes exist:

a Doctoral programme in Communication or MC

MODERATION OPTIONS

External examination Process to be implemented:

An assessor within the department as well as an external moderator administer the final assessment. A departmental committee appoints external assessors.

External examiners/moderators that will be appointed for this qualification and the type of institutions or professional bodies from which they will typically be drawn:

One per module from the communication department of a tertiary institution, or a qualified assessor from a related industry or professional body.

CRITERIA FOR THE REGISTRATION OF ASSESSORS

Criteria regarding formal qualifications that assessors should have:

An assessor should have at least a Masters degree in Communication or a related field of study and/or be regarded by the academic community as an expert in the subject field and competent to act as an assessor by the academic community.

Criteria regarding job or learning experience

An assessor should be proficient in the subject matter of the learning are in which he/she is assessing and have good interpersonal skills.

Criteria regarding experience of or exposure to assessment:

An assessor needs to have prior assessment experience and/or be trained in assessment practices at a higher education level:

as part as an education and training practitioner; or

through a mentoring process; or

through on-the-job training; or

through additional study of a standard or qualification on assessment.

REREGISTRATION HISTORY

As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2006.

NOTES

This MA with endorsement qualification is registered as a separate qualification only with SAQA. At the Department of Education it is not registered separately, but is included in the registration of the generic MA

LEARNING PROGRAMMES RECORDED AGAINST THIS QUALIFICATION:

When qualifications are replaced, some of their learning programmes are moved to being recorded against the replacement qualifications. If a learning programme appears to be missing from here, please check the replacement.

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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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