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

National Diploma: Public Relations Management 
SAQA QUAL ID QUALIFICATION TITLE
73333  National Diploma: Public Relations Management 
ORIGINATOR
University of Zululand 
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 Certificate  Field 03 - Business, Commerce and Management Studies  Public Relations 
ABET BAND MINIMUM CREDITS PRE-2009 NQF LEVEL NQF LEVEL QUAL CLASS
Undefined  288  Level 6  NQF Level 06  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Passed the End Date -
Status was "Reregistered" 		 SAQA 10105/14  2015-07-01  2016-10-20 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2017-10-20   2021-10-20  

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
101140  Diploma in Public Relations Management  Not Applicable  NQF Level 06  360  Complete 

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:

The programme provides a much needed model for higher education in Zululand which is based on an entry-level professional qualification in Public Relations Management. Some of its characteristics are:
  • As well as providing the students with a solid grounding in the academic theory underpinning the main concepts of the field of public relations, the curriculum includes substantial practical experience, culminating in an industry internship which forms part of the final year curriculum.
  • Also included in the curriculum are a range of more generalised fundamental modules, such as an introduction to Business Studies and computer skills, which are regarded as essential to competent functioning in today's business environment.
  • Coupled with the curriculum model described above, the classes are small and thus the resulting staff: student ratio makes it possible for students to receive individual and specialised attention.

    The result is a well-rounded diplomate who, on successful completion of the curriculum, has the option either of entering the world of work immediately, or continuing with further study in the field of communications and public relations.

    Further, the Programme contributes to regional and national goals in a variety of ways, including:
  • Broadening access to and success in higher education through flexible entry and fixed exit standards and through the inclusion of academic support components.
  • Providing an entry-level qualification for learners with matric certificate with or without endorsements.
  • Provide the diplomate with the opportunity to apply for articulation into the BA (Honours) programme offered by the faculty of Arts.
  • The program also aims to meet the associated assessment criteria for the learning offerings of the qualification and learners will be assessed against those criteria.
  • Encouraging social responsibility.
  • Ensuring that students will be employable on graduation and at the same time, having the knowledge base to continue with further learning.

    Further, the NDPR focuses on the learner becoming a fully fledged public relations practitioner. Organisations need to increase and sustain their market share and the role of a Public Relations Manager is to promote the organisation. The Qualification draws attention to the achievement of two-way communication between an organisation and the public. The purpose of two-way communication is to promote business products and only an effective public relations person can perform this service.

    This programme has been structurally modified (from the NDPR which is included in report 151) to ensure that learners are able to get a well-rounded knowledge of basic educational and practical understanding of Public Relations. The programme ensures that the theory provides an in depth look into organisational management and promotional development. The programme indicates the importance of improved organisational awareness of target publics and the buying/selling power of the organisation, its products and services. Modules are structured to maintain and instil in learners the need to be observant with emphasis on news and other current trends and events.

    This NDPR assists in providing learners with an understanding of the various communication methods and enhancement techniques. The emphasis here is placed on the impact of maintaining two-way communication. The learner is able to gain, observe and enhance his/her own presentation skills. The management related modules help the learners to identify how the various departments of any organisation are structured and where Public Relations fit into the hierarchy. The computer modules studied ensure that learners will be able to generate presentations, conferences, seminars and speeches.

    This Qualification will contribute to the full development of the learner within the Public Relations field, by providing recognition and mobility within the field of Public Relations and Communication. The skills, knowledge and understanding demonstrated within this qualification are essential for social and economic transformation and focuses on contributing to the economic growth of our community. The modules in the qualification are intended as building blocks that will transform the learner into a skilled, knowledgeable, informed and efficient worker in the Public Relations industry.
    Diplomates will be positioned to further their own learning, practice and career within the communication sector industries and through their own personal growth.

    Career Opportunities:

    The Public Relations Practitioner (PRP) may work in a variety of areas or in one specific field. The following are examples of career opportunities:
  • Public Relations Practitioner.
  • Consultant.
  • Sales Representative.
  • Community Liaison Officer.
  • Employee Communication Officer.
  • Industrial Affairs Manager.
  • Media Liaison Officer.
  • Corporate Advertising Agent.
  • Speech Writer.
  • Events Coordinator.
  • Crisis Communication Officer.

    Rationale:

    The core function of a Public Relations Practitioner (PRP) is to promote a positive image of a company and its products or services. A public relations division should, therefore, be responsible for a company's communication strategy and aim to establish and foster an understanding between an organisation and its employees as well as between an organisation and the public. The components of public relations include corporate communication and marketing communication. The responsibilities of a public relations practitioner could include assisting in the drafting of speeches, arranging interviews, overseeing company archives, responding to requests for information and handling special events such as product launches and other corporate functions. The programme aims to equip qualifying learners with the knowledge and practical skills required to perform effectively in a public relations role as well as with an appropriate knowledge base as preparation for further learning.

    A Matriculation (Grade 12) Certificate, Further Education and Training Certificate (FETC) or equivalent Qualification, is the minimum requirement for admission. A matric exemption with endorsement is not a requirement. 
    		•

    LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
    With the understanding that the minimum requirement for admission to this programme is a Matriculation (Grade 12) certificate, Further Education and Training Certificate (FETC) or equivalent Qualification, it is assumed that the candidate has the following skills:
  • Basic reading and writing skills in English.
  • A moderate ability to communicate.
  • A moderate ability to interact with others.
  • The ability to work independently.
  • Basic numeric skills.

    Recognition of Prior Learning:

    Recognition of prior learning (RPL) will be used to credit learners with modules in which they have developed the necessary competency as a result of workplace and experiential learning.

    Learners who submit themselves for RPL will be thoroughly briefed prior to the assessment, and will be required to submit a portfolio of evidence in a prescribed format. While this is primarily a workplace-based Qualification, evidence from other endeavours may be assessed, if pertinent, to any of the exit level outcomes.

    According to University of Zululand's policy, Recognition of Prior Learning is regarded as a crucial mechanism for achieving redress, equity and accelerating access.

    This policy and set of procedures can be used for the following purposes:
  • Transfer of credits from another institution.
  • Admission to a learning programme where the minimum requirements have not been met and the candidate feels that the requirements can be met through RPL.
  • Admission to learning programmes with advanced standing or "fast-tracking".

    It should be noted that this policy does not accommodate the awarding of an entire qualification on the basis of RPL.

    Access to the Qualification:

    A Matriculation (Grade 12) certificate, Further Education and Training Certificate (FETC) or equivalent qualification, is the minimum requirement for admission into this programme. A matric exemption with endorsement is not a requirement.
    Learners may also be granted access by means of the University of Zululand's RPL procedure. This policy can be used for the following purposes:
  • A student, who has completed a specific module, may apply for credit for that module.
  • A student, who has completed the equivalent of a specific module either at the institution or at another recognised higher education institution, may apply for exemption from that module.
  • In the case of a practically orientated module, a student who is able to demonstrate appropriate competence may be granted exemption from that module.

    It should be noted that this policy does not accommodate the awarding of an entire Qualification on the basis of RPL. A person seeking RPL will be required to do an assessment that recognises broadly equivalent skills and knowledge as reflected holistically in the outcomes of the learning programme.

    Admission Requirements:

    A Matriculation (Grade 12) certificate, Further Education and Training Certificate (FETC) or equivalent Qualification, is the minimum requirement for admission. A matric exemption with endorsement is not a requirement.

    Prior learning, which is in line with University of Zululand's RPL policy , is recognised in the following ways:
  • A student, who has completed a specific module, may apply for credit for that module.
  • A student, who has completed the equivalent of a specific module either at the institution or at another recognised higher education institution, may apply for exemption from that module.
  • In the case of a practically orientated module, a student who is able to demonstrate appropriate competence may be granted exemption from that module. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    The National Diploma: Public Relations Management is a three year full-time course. The diploma is made up of a planned combination of learning outcomes that
    have a defined purpose and will provide qualifying learners with applied competence and a foundation for further learning.

    The qualification is made up of learning offerings classified as Fundamental or Core. Each module consists of 16 Credits. A minimum of 288 Credits. is required to complete this qualification.

    Component; Number of NQF Level 5 Modules; Total Credits:
  • Fundamental; 6 Modules; 128 Credits.
  • Core; 0; 128 Credits.
  • Experiential Learning; 0; 32 Credits.

    Total 6 Modules; 288 Credits.

    Component; Number of NQF Level 6 Modules; Total Credits:
  • Fundamental; 1 Module; 128 Credits.
  • Core; 9 Modules; 128 Credits.
  • Experiential Learning; 1 Module; 32 Credits.

    Total 11 Modules; 288 Credits.

    Programme Structure:

    Year 1:

    Fundamentals:

    Module Title; Credits:
  • General Linguistics; 16 Credits.
  • Computer Applications; 16 Credits.
  • Conversational German/IsiZulu/English; 16 Credits.
  • Business Studies; 16 Credits.
  • Marketing and advertising; 16 Credits.
  • Law for Public Relations; 16 Credits.

    Core:

    Module Title; Credits:
  • Public Relations; 1; 16 Credits.
  • Communication Science I; 16 Credits.

    Year 2:

    Fundamental:

    Module Title; Credits:
  • Social psychology; 16 Credits.

    Core:

    Module Title; Credits:
  • Business Ethics; 16 Credits.
  • Media studies 1; 16 Credits.
  • Public relations 11; 16 Credits.
  • Media studies 11; 16 Credits.
  • Communication science 11; 16 Credits.

    Year 3:

    Fundamental:

    Module Title; Credits:
  • Public Relations 111; 16 Credits.
  • Communication Science 111; 16 Credits.
  • Experiential Learning; 32 Credits.

    Summary:

    Fundamental:

    Module Title; Credits:
  • Eight Modules; 7 x16 Credits (112 Credits).

    Core:

    Module Title; Credits:
  • Eight Modules; 9 x16 Credits (144 Credits).
  • Experiential Learning; 32 Credits.

    Total 288 Credits. 
    		•

    EXIT LEVEL OUTCOMES 
    On achieving this Qualification the diplomate will be able to:
  • Co-ordinate and contribute to the management of Public Relations of a company.
  • Implement, sustain and promote ethical and moral values in Public Relations Management.
  • Communication with new and existing clients.
  • Improve the quality of service delivery.
  • Improve the quality of client accounts.
  • Identify potential target publics.
  • Develop best practice with regard the financial implications of Public Relations on the business.
  • Demonstrate an understanding of the impact of government legislation in a business. As such the learner will contribute to analysing, explaining and predicting changes in organisational behaviour.
  • Design efficient communication strategies to promote effective client relationships.
  • Be able to define the functions of mass media.
  • Be able to work efficiently with the mass media.
  • Be able to plan internal and external communication strategies.
  • Be able to plan direct mail marketing strategies.
  • Be able to negotiate with trade unions.
  • Be competent in end user computing skills.

    Exit-Level Outcomes are divided into generic competencies, fundamental competencies and those which are core to the Public Relations Programme, as follows:

    Generic Competencies:

    On achieving this qualification the diplomate will be able to:
  • Be able to work as a member of a team.
  • Be able to collect, analyse and present information relating to organisational functioning.
  • Be able to use technology (e.g. data projectors, mobile computers and other wireless technology) effectively.
  • Be able to identify and suggest possible solutions to a problem.
  • Be able to organise work requirements in order to meet set deadlines.

    Fundamental Competencies:

    General Linguistics:

    The Learner will be able to:
  • Think critically.
  • Read critically.
  • Write compositions.
  • Demonstrate adequate knowledge and skills of English linguistics.

    Computer Applications:

    The Learner will be able to:
  • Operate a computer using Microsoft Windows.
  • Create appropriate files using Microsoft Word, Microsoft Excel and Microsoft PowerPoint.

    English/Conversational German/IsiZulu:

    The Learner will be able to:
  • Communicate in a further language of choice.
  • Use clear, effective and thoughtful prose in a language of choice.
  • Reading, comprehend and critically analyse in a language of choice.

    Business Studies:

    The Learner will be able to:
  • Demonstrate an understanding of the relationship between a business and its environment.
  • Explain the different functions of an enterprise.
  • Demonstrate an understanding of the necessary requirements for starting and managing a small business.

    Marketing and advertising:

    The Learner will be able to:
  • Create a marketing strategy for any product or organisation.
  • Identify correct market segmentation for products.
  • Correctly price goods.
  • Create adverts.

    Law for Public Relations:

    The Learner will be able to:
  • Demonstrate adequate knowledge and skills of the sources of South African law.
  • Classify South African law.
  • Demonstrate adequate knowledge and skills about the structure and working of the South African judicial system, media law, democracy (freedom of expression), defamation law and copyright law.

    Social Psychology:

    The Learner will be able to:
  • Demonstrate adequate knowledge and skills related to social-psychological theories.
  • Show the relevance of social psychology in an everyday environment.
  • Identify social phenomena such as prejudice, discrimination, aggression and group dynamics.

    Core Competencies:

    Communication Science I:

    The Learner will be able to:
  • Illustrate how the various communication theories affect the practice of Public Relations.
  • Apply related knowledge to concepts and trends affecting the profession.
  • Apply the theory of communication science to practical examples.

    Public Relations I:
  • The Learner will be able to:
  • Demonstrate an understanding of the scope and ethics of public relations, and the development and practice of public relations.
  • Undertake research in public relations.
  • Demonstrate an understanding of the relationship between public relations and marketing, advertising and personal selling.
  • Demonstrate an understanding of the role of communication in public relations.
  • To plan a public relations programme for events such as exhibitions, trade fairs, conferences, seminars and open days, and for features such as corporate image and identity, corporate social investment and sponsorship.
  • Demonstrate an understanding of the role of the media (print, electronic, television, video and audio-visual media) in public relations.

    Business Ethics:

    The Learner will be able to:
  • Make ethically sound decisions in business.
  • Include and be aware of ethical issues in relation to corporate responsibility, affirmative action, AIDS, sexual harassment and retrenchment.

    Media Studies I:

    The Learner will be able to:
  • Differentiate between public relations and journalism.
  • Demonstrate skills related to interviewing and writing.
  • Design a simple print layout.
  • Demonstrate a basic knowledge of print and electronic media.
  • Illustrate the overlap in public relations, journalism and media studies.

    Communication Science II:

    The Learner will be able to:
  • Demonstrate an understanding of communication as a science.
  • Apply all communication theory to practical examples.
  • Write an article.
  • Use persuasive skills in public speaking.
  • Apply the principles of public speaking by delivering a short speech.

    Public Relations II:

    The Learner will be able to:
  • Demonstrate an understanding of the development of public relations.
  • Demonstrate an understanding of the various models of public relations.
  • Implement public relations as a management function.
  • Manage a public relations department.
  • Plan the development of a corporate image.
  • Demonstrate an understanding of crisis communication.
  • Manage the finances of a Public Relations Department.
  • Conduct research with respect to public relations.
  • Demonstrate an understanding of corporate social responsibility.
  • Demonstrate an understanding of the functions of a public relations practitioner up to middle management level.
  • Demonstrate an understanding of media management and special events.

    Media Studies II:

    The Learner will be able to:
  • Start up and manage an in-house publication such as a house journal, a brochure or a pamphlet, including skills in copy editing, layout, photography, and optimising the readability of publications.
  • Create a web page for an organisation, including layout, editing and updating.
  • Write for a web site.
  • Identify non-verbal communication such as lighting and colour.
  • Analyse the media critically.

    Communication Science III:

    The Learner will be able to:
  • Demonstrate an advanced knowledge and skills of communication theory with specific reference to the South African context.
  • Apply theory to case studies and practical examples.
  • Public Relations III:

    The Learner will be able to:
  • Demonstrate adequate knowledge and understanding of the theory underpinning public relations practice.
  • Apply communication theories in a South African context.
  • Demonstrate an understanding of the role of public relations in the South African government.
  • Demonstrate an understanding of the impact of on-line technology in public relations.

    Experiential Learning:

    The Learner will be able to:
  • Demonstrate an understanding of the relationship between theory and practice, developed by working in an organisation and applying academic knowledge to practice in a real world context. 
    		•

    ASSOCIATED ASSESSMENT CRITERIA 
    Generic competencies:

    General Linguistics:

    The student will:
  • Be assessed on how to think critically from tasks to be analysed.
  • Be assessed on their writing abilities to compose competent pieces of written English.
  • Be assessed on their knowledge and skills of linguistic texts.

    Computer Applications:

    The student will:
  • Create files using Microsoft Word.
  • Create files using Microsoft Excel.
  • Create a PowerPoint presentation.

    Conversational German:

    The student will:
  • Document elementary conversational and communicative skills in German.
  • Conduct dialogues to demonstrate knowledge of German.
  • Verbalise simple authentic German texts.
  • Document of application of insight gained concerning German as a means of international and intercultural communication.

    IsiZulu:

    The student will:
  • Communicate effectively in IsiZulu.
  • Comprehend and critically analyse texts/tasks in IsiZulu.
  • Construct grammatically correct paragraphs in IsiZulu.
  • Write reports in IsiZulu.

    English:

    The student will:
  • Communicate effectively in English.
  • Comprehend and critically analyse texts/tasks in English.
  • Construct grammatically correct paragraphs in English.
  • Write comprehensive reports in English.

    Business Studies:

    The student will:
  • Draw up a business plan.
  • Identify target markets.
  • Analyse the feasibility of starting up a small business in their home town.
  • Document functions of an enterprise.
  • Document the requirements for starting and managing a small business.
    Marketing and Advertising:

    The student will:
  • Create a suitable marketing strategy for either a product or an organization.
  • Identify correct market segmentation for products in an assignment format.
  • Develop a market based strategy on how to price goods.
  • Create advertisements of local products and organizations.

    Law for Public Relations:

    The student will:
  • Document knowledge and skills of the sources of South African law.
  • Analyse how South African law is classified.
  • Document knowledge and skills about the structure and working of the South African judicial system, media law, democracy (freedom of expression), defamation law and copyright law.

    Social Psychology:

    The student will:
  • Demonstrate knowledge and skills related to social-psychological theories in tests and assignments.
  • Show the relevance of social psychology in an everyday environment via tests and assignments.
  • Identify social phenomena such as prejudice, discrimination, aggression and group dynamic in tests and assignments.

    Communication Science I:

    The student will:
  • Document how the various communication theories affect the practice of Public Relations in an assignment format.
  • Document an application of related knowledge to concepts and trends affecting the profession.
  • Document an application of a theory of communication science to practical examples.

    Public Relations I:

    The students will:
  • Document the scope of Public Relations in an assignment format.
  • Document the practice of Public Relations.
  • Analyse marketing trends of a local business.
  • Develop a blueprint of a sample market plan.
  • Create an advert of a local product.
  • Create a communication strategy for a local small business.
  • Create a checklist to illustrate a plan for a public relations event.
  • Create an audio visual presentation.

    Business Ethics:

    Within the context of group presentations, written assignments and examinations, students will:
  • Apply ethical theories to those situations that brings about ethical issues in their working business environment.
  • Clarify social responsibilities of corporate business.

    Media Studies I:

    The student will:
  • Define the differences between Public Relations and Journalism.
  • Document skills related to interview and writing in an assignment format.
  • Produce a sample of a print layout.
  • Produce a sample of an electronic layout.
  • Explain the overlap in public relations, journalism and media studies in assignments/tests.

    Communication Science II:

    The student will:
  • Document an understanding of communication as a science in an assignment format.
  • Document an application of communication theory to practical examples.
  • Create an article implementing core communication concepts.
  • Implement persuasive skills in public speaking.
  • Apply the principles of public speaking by delivering a speech.

    Public Relations II:

    The student will:
  • Document the development of public relations in an assignment format.
  • Document the various models of public relations.
  • Explain public relations as a management function.
  • List criteria on how to manage a public relations department.
  • Indicate the various stages in the development of an organisations corporate image.
  • Document an understanding of crisis communication by analysing a crisis situation.
  • Prepare a budget of a Public Relations Department.
  • Engage in a field study with respect to Public Relations.
  • Develop a plan for Corporate Social Responsibility.
  • Define an understanding of the functions of a public relations practitioner up to middle management level.
  • Document an understanding of media management and special events.

    Media Studies II:

    The student will:
  • Document the creation of an in-house publication such as a house journal, a brochure or a pamphlet, demonstrating skills in copy editing, layout, photography, and optimising the readability of publications in an assignment format.
  • Develop a web page for an organisation, with the application of layout designs, editing and implementation of update features.
  • Construct a written piece for a web site.
  • Highlight within a web page, non verbal communication such as lighting and colour.
  • Document a critical analysis of the media.

    Public Relations III:

    The student will:
  • Document an understanding of the theory underpinning public relations practices in an assignment format.
  • Analyse the role of public relations in the South African government.
  • Document the impact of online technology in public relations.

    Communication Science III:

    The student will:
  • Document in an assignment format an advanced knowledge and skills of communication theory with specific reference to the South African context.
  • Analyse and apply theory to case studies and practical examples in an assignment format.

    Experiential Learning:

    The Learner will:
  • Actively engage in public relations' tasks in a feasible business environment.

    Integrated Assessment:

    The integrated assessment gives learners the ability to integrate concepts across the programme to achieve competency for the purpose of the qualification. Integrated assessment will be used to assess the quality of performance and understanding of skills taught. It is applicable to formative and summative assessment, which is both practical and theoretical. The integrated assessment will enable learners to display capabilities in integrating practical performance, concepts and theory.
    Modular assessments will take the following form:
  • Practical work (formative).
  • Written Work (formative).
  • Oral (formative).
  • Written Examination (summative).
    Integrated or overlapping aspects of various modules will be assessed within modules.

    Formative assessment:

    This will take the form of continuous assessment of learning progress.
    Performance assessments are based on tasks of an integrated variety of knowledge, skills and values.

    Summative assessment:

    Written examination based on theoretical component of learning will be implemented. 
    		•

    INTERNATIONAL COMPARABILITY 
    This programme was compared to Qualifications from the United Kingdom, namely the University of Cambridge and the London Chamber of Commerce, the Australian Qualifications Framework and the Newland Qualifications Authority. In general this Qualification and its component modules compare well with their international counterparts. The major differences are in formatting and scope of focus. The differences in the NVQ and NQF levels structures make direct comparison difficult. 

    ARTICULATION OPTIONS 
    With regard to vertical articulation, a student who wishes to proceed to postgraduate studies at another higher education institution, having completed the programme, should be able to do so based on the knowledge and skills acquired during the course of the programme, provided, of course, that his/her academic performance has been of the required standard. A possible learning pathway could be an Honours degree in Public Relations (or a one year full time Bachelor of Technology degree at Durban University of Technology). Students who completed the National Diploma in Public Relations Management, and who obtained an average of 60% for all third level modules, may apply to be admitted to the BA (Honours) programme in Communication Science after satisfying Departmental requirements (which will include the completion of some undergraduate modules offered by the Department of Communication Science for non-degree purposes). This is the similar format which University of South Africa uses in order to bring students to in line with credits for a degree.

    In terms of horizontal articulation:
  • A student who transfers to another programme within the institution will be given credit for relevant modules successfully completed towards the programme.
  • Students who, having completed certain modules in the programme and wish to transfer to another tertiary level institution, may apply for exemption from relevant modules on the basis of modules passed at this institution.
  • As examples, the Communication Science modules (1, 2 and 3) can be used in many other Degrees/Diplomas in humanities as well as commerce.

    One of the objectives of our rigorous external moderation and examination procedure, and of our ongoing interaction with academic staff of other tertiary level institutions, is to ensure that the content and standard of our curriculum is such that our students will have the opportunity for both vertical and horizontal articulation. 
    		•

    MODERATION OPTIONS 
    All final assessments at all levels of the curriculum are moderated by academic staff of public higher education institutions or by appropriately qualified industry practitioners Moderation ensures that learners are assessed in a consistent, accurate and well planned manner. We ensure that all moderators who moderate a particular module are using comparable assessment methods and are making similar and consistent judgements about learners' performance. The moderators are responsible for the moderation of question papers, the marking process and marked scripts. The moderation is conducted by internal and external examiners.

    Moderation will include internal and external moderation. Students may exit after completing all first and second year modules with a National Higher Certificate in Public Relations (NHCPR).

    External moderators, with at least 3 years relevant experience, will be appointed from other tertiary institutions or from industry. The minimum formal qualification for an external moderator will be at or above the highest level of learning (on NQF Level). The principle of regional collaboration will be adhered to where possible.

    The following appointment procedures will be adhered to:
  • A formal request will be made, by the Head of Department (HOD) or programme leader, in writing to the person selected as a possible external moderator.
  • A letter stating the department's expectations for moderation will be sent to the external moderator prior to the moderation process.
  • In the case of this programme the appointment will be made for a period of not exceeding three years, a point which will be made explicit to the person being appointed.
  • The external moderator must make at least one site-visit to the department in the three-year period of appointment.
  • At least 30% of the modules constituting the qualification will be subjected to scrutiny.

    During the site visit, the external moderator will be required to report on the following:
  • Learning programme-the extent to which it will facilitate the students achieving the outcomes of the programme being assessed.
  • Learning guides (or e-learning portals)-in terms of the way in which they support the learner is achieving the outcomes being assessed.
  • Resources for teaching which impact on the assessment practices-including available equipment and venues which might impact on the assessment practices.
  • Assessment procedures-including the compliance with the institutional assessment policy; the extent to which the assessment is valid for assessing the outcomes of the programme, the variety of assessment methods and general fairness of the assessment.
  • Quality of educational offerings as evidenced in the assessment.
  • Administration of assessment practice.

    In keeping with the process of assessment, the external moderator's report should be made available to all concerned with the teaching and learning process of the module under scrutiny, with the opportunity to comment. The report will be made available to other staff who support the teaching and learning in the programme. All staff who teach these modules will have the opportunity to interact with the external moderator. Reports by the external moderator and teaching staff will be analysed at departmental staff meetings for improving teaching and learning.

    Documents to be made available to the external moderator:
  • Previous external moderator's reports.
  • Departmental self evaluation of assessment practice.
  • Recent student feedback.
  • Learner guides (or department e-learning portals).
  • Samples of reference material.
  • Course outlines.
  • Outcomes of module/programme.
  • Representative sample of student assessments.

    The following guidelines are followed to ensure that the moderation is credible:
  • Ensure that the assessment covers, the modules completed in the training programme.
  • Ensure that the assessments are fair, valid, reliable and practicable.
  • Identify the need to redesign assessments if necessary.
  • Provide an appeals procedure for dissatisfied learners.
  • Evaluate the performance of assessors. 
    		•

    CRITERIA FOR THE REGISTRATION OF ASSESSORS 
    N/A 

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

    NOTES 
    National Comparability:

    When compared to local public and private providers, there was a marginal difference between their programmes and this programme. The core competencies are very similar.The Public Relations Institute of South Africa have found favour in the content of this programme. In general this Qualification and its component modules compare well with their national counterparts. Learning programmes recorded against this Qualification are displayed below:

    Learning Programme ID; Learning Programme Title; Provider; NQF Level; Min Credits; ETQA:

    ID 48820 Diploma: Public Relations, Midrand Diplomate Institute, NQF Level 5, 274 Credits.
    ID 58694 Diploma: Public Relations, The Independent Institute of Education, NQF Level 6, 480 Credits, CHE.
    ID 58378 Diploma: Public Relations, ICESA City Campus, NQF Level 5, 360 Credits, CHE.
    ID 1317 National Diploma: Public Relations Management Committee of Technikon Principals, NQF Level 6, 360 Credits, CHE.
    Diploma: Public Relations Durban Institute of Technology, NQF Level 6, 275 Credits, CHE. 

    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.
     
    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. University of Zululand 


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