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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION THAT HAS PASSED THE END DATE: 

Bachelor of Technology: Public Relations Management 
SAQA QUAL ID QUALIFICATION TITLE
72155  Bachelor of Technology: Public Relations Management 
ORIGINATOR
Durban 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
B Tech  Field 03 - Business, Commerce and Management Studies  Public Relations 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  480  Level 7  Level N/A: Pre-2009 was L7  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Passed the End Date -
Status was "Reregistered" 		 SAQA 06120/18  2018-07-01  2018-12-31 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2019-12-31   2024-12-31  

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
1313  Bachelor of Technology: Public Relations Management  Level 7  Level TBA: Pre-2009 was L7  480  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
The purpose of the qualification is intended 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 
At least 360 credits, of which at least 72 credits will be at NQF level 6, in the related fields of knowledge and skills in public relations or communications. (e.g. First Degree: Public Relations Management). 

RECOGNISE PREVIOUS LEARNING? 
N 

QUALIFICATION RULES 
The qualification will be awarded to a learner who has provided evidence to the satisfaction of the assessors that the stated competence of the qualification, as detailed in the specified outcomes, has been achieved, either through education and training in a single provider's learning programme, or through experience that complies with the stated specified outcomes. 

EXIT LEVEL OUTCOMES 
1. To grasp theoretical principles underpinning the broad field of communication, and relate in varied contexts of public relations management.

2. To develop and manage advanced communication tools with the emphasis on strategic thinking and planning.

3. To implement policies, structures, trends and their consequences that affect decision-making processes in organisations.

4. To apply theoretical principles, using qualitative and quantitative research methods.

5. To manage staff and administrative processes

6. To demonstrate knowledge of the global environment as it relates to the field of public relations.

Specified outcomes:

1. Demonstrate knowledge of contexts, approaches, models and assumptions in persuasive communication.
(F/C)
15 CREDITS
  • Utilise late twentieth century and early twenty first century theories of communication addressing organisational and societal issues of the Information Age.
    (F/C)
    10 CREDITS

    2. Develop a media campaign employing media ethics
    (C)
    15 CREDITS
  • Manage information for the organisation
    (C)
    15 CREDITS

    3. Demonstrate the ability to strategically manage issues that affect management processes
    (F/C)
    10 CREDITS

    4. Identify and implement the research process
    (F/C)
    11 CREDITS

    5. Demonstrate managerial skills and the ability to manage human resources strategically
    (F/C)
    12 CREDITS
  • Manage information strategically
    (C)
    12 CREDITS

    6. Demonstrate knowledge of the global environment in which organisations operate.
    (F/C)
    10 CREDITS
  • Monitor international public relations trends
    (F/C)
    10 CREDITS

    Critical outcomes:
  • identifying and solving problems in which responses display that responsible decisions using critical and creative thinking have been made.
  • organising and managing oneself and one's activities responsibly and effectively.
  • collecting, analysing, organising and critically evaluating information.
  • communicating effectively using visual, mathematical and/or language skills in the modes of oral and/or written persuasion.
  • demonstrating an understanding of the world as a set of related systems by recognising that problem-solving contexts do not exist in isolation.
  • reflecting on and exploring a variety of strategies to learn more effectively.
  • being culturally and aesthetically sensitive across a range of social contexts
  • working effectively with others as a member of a team
  • developing entrepreneurial opportunities 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    1. Define and apply various elements within communication theories.
  • Apply late twentieth and early twenty first centuries theories of communication.

    2. Write advanced copy for the electronic, broadcast and printed media.
  • Plan, produce and control placement of corporate advertising.
  • Apply all modern media techniques
  • Compile and manage organisational information for senior management.
  • Utilise sophisticated technology for organisational communication.

    3. Demonstrate strategies to benefit organisational functions at a senior management level

    4. Utilise qualitative and quantitative methods to address research problems

    5. Apply effective human resource management strategies
  • Apply effective information management processes

    6. Apply knowledge of the global environment to organisational strategic management
  • Apply knowledge gained from monitoring international public relations trends
  • Implement environmental scanning

    Integrated assessment:

    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 
    Articulates with certificates and diplomas in public relations
    Progresses to M Tech: Public Relations Management 

    MODERATION OPTIONS 
  • external moderation
  • Sertec quality assurance 
    		•

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    Assessors will demonstrate the ability to
  • develop an assessment
  • prepare learners for an assessment
  • carry out a pre-developed assessment
  • monitor an assessment
  • carry out an integrated assessment
  • moderate the assessment process 
    		•

    REREGISTRATION HISTORY 
    As per the SAQA Board decision/s at that time, this qualification was Reregistered in 2006; 2009; 2012; 2015. 

    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. Durban 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.