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SOUTH AFRICAN QUALIFICATIONS AUTHORITY 
REGISTERED QUALIFICATION: 

Bachelor of Arts Honours in Strategic Communication 
SAQA QUAL ID QUALIFICATION TITLE
96967  Bachelor of Arts Honours in Strategic Communication 
ORIGINATOR
University of Johannesburg 
PRIMARY OR DELEGATED QUALITY ASSURANCE FUNCTIONARY NQF SUB-FRAMEWORK
CHE - Council on Higher Education  HEQSF - Higher Education Qualifications Sub-framework 
QUALIFICATION TYPE FIELD SUBFIELD
Honours Degree  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 08  Regular-Provider-ELOAC 
REGISTRATION STATUS SAQA DECISION NUMBER REGISTRATION START DATE REGISTRATION END DATE
Registered-data under construction  EXCO 0324/24  2024-07-01  2027-06-30 
LAST DATE FOR ENROLMENT LAST DATE FOR ACHIEVEMENT
2027-06-30   2029-06-30  

Registered-data under construction

The qualification content is currently being updated for the qualifications with the status “Registered-data under construction” or showing “DETAILS UNDER CONSTRUCTION” to ensure compliance with SAQA’S Policy and Criteria for the registration of qualifications and part-qualifications on the National Qualifications Framework (NQF) (As amended, 2022). These qualifications are re-registered until 30 June 2027 and can legitimately be offered by the institutions to which they are registered.

 

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.  

PURPOSE AND RATIONALE OF THE QUALIFICATION 
Purpose:
The purpose of the Bachelor of Arts Honours in Strategic Communication is to develop students with an advanced ability to acquire, analyse, interpret and apply complex communication principles and theories related to the context of the Strategic Communication industry. Students will develop the sophisticated ability to internalise, reflect and communicate complex strategic decisions and applications effectively through the progressive and suitable use of scientific language and technical terminology associated with Strategic Communication. The qualification will facilitate effective critical learning through the exposure to, and application of, specialised learning styles, thereby enabling the student to navigate and holistically manage the multi-faceted dynamic context of Strategic Communication.

Rationale:
The current era is characterised by a shift to Strategic Communication which is a dynamic and evolving field. Previously Corporate Communication, Marketing Communication, Public Relations and Management Communication were seen as separate fields, Strategic Communication has attempted to transcend these boundaries of both knowledge and practice. The environment in which most organisations and businesses find themselves necessitates the ability to adapt to: the increasing pace of change, economic instability, the shift of power away from traditional authority and the impact of technology on every aspect of human existence. Increasing digitisation represents major transformations in information ownership and dissemination, how problems are solved, and how people relate and communicate. Social structure is not only influenced by the communication demands of the organisation and its work environment, but also by social context and institution.

The Bachelor of Arts Honours in Strategic Communication Degree is a unique qualification that has been developed to empower the student with the knowledge that is essential to succeed in this changing context and industry. In response to both societal and disciplinary shifts the Department of Communication at the University of Johannesburg changed its name to the Department of Strategic Communication in 2010 when the Department was restructured. The name change was prompted by the need to reflect disciplinary paradigm shifts that have emerged in recent years within the discipline. The increasing convergence in the fields of Marketing and Corporate Communication within a Strategic Communication paradigm is reflected in the name of the Department, and therefore this shift should also be reflected in the name of its qualifications.

As the first Department of Strategic Communication on the African continent, the Department is positioned as highly responsive to global disciplinary shifts, as well as relevant to changes in the societal context where relational skills are increasingly valued in managing diverse and complex stakeholder relationships in an increasingly volatile and unpredictable societal context.

This Degree has been developed to provide both practical and theoretical knowledge pertaining to the Communication Practitioner's role in achieving organisational goals through purposeful communication, and facilitating stakeholder relationships in postmodern contexts where the values of community, collectivism and activism are increasingly valued. This is accomplished through knowledge and skills pertaining to digital skills and Reputation Management, Change Management, Employee Engagement and Stakeholder Relationship Management. These dimensions are explored within a broader global, governmental, business, society as well as individual context.

Upon completion of this Degree, students may take up various and diverse careers in many diverse fields of practice. These include Communication Practitioners, Communication Managers, Fundraiser, Events Managers, Investor Relations Consultants, Public Affairs, Community Relations, Corporate Social Investment, Social Media Strategists, Digital Strategists, Content Developers, Internal Communicators and Media Relations Specialists as well as Strategic Communication Educators and learning facilitators in many diverse contexts such as business organisations, government departments, non-profit organisations and/or communication agencies and consultancies, as well as private practice.

The Department of Strategic Communication has very successful academic partnerships and close relationships with industry and industry specialists. Students receive 'real life' briefs from clients in the industry and get the opportunity to enter competitions with the work produced while benefiting from expert mentorship and get involved in authentic work practices. In addition, the Department has formal academic partnerships with international organisations such as Corporate Communication International and the Global Alliance, as well as a formal relationship with professional bodies such as PRISA (Public Relations Institute of South Africa). The relevance of qualifications is assured through regular liaison with relevant industry bodies, and formal and informal advisory structures. The Department also has strong relationships with its alumni. 

LEARNING ASSUMED TO BE IN PLACE AND RECOGNITION OF PRIOR LEARNING 
Recognition of Prior Learning (RPL):
To enrol for this qualification, potential students need to demonstrate the following competencies:
  • The ability to synthesise different texts into a logical argument.
  • The ability to write essays.
  • The ability to develop an argument that is supported by evidence.
  • The ability to engage with and critique the ideas of their peers in an constructive manner.
  • The ability to reflect on their own learning experiences and use this to improve the quality of their own work.
  • The ability to design, plan, and execute a basic research task based on a theoretical framework in a group context, to reflect on their own research and to report on research findings.
  • The ability to search for, access, organise and interpret information.
  • The ability to discuss, problematise and investigate Strategic Communication, particularly in the South African industry and communication context.
  • Know the meaning of, and are able to provide definitions for terminology and theoretical constructs used in Communication Science and, specifically, Strategic Communication and are able to use these correctly.
  • The ability to, critically and creatively: describe and apply different communication models and constructs to specific Strategic Communication problems in the South African context.

    A potential student should be in possession of a Bachelor's Degree, with Communication as a major subject and learning in the relevant specialisation field with an average of 65% at NQF Level 7, with a minimum of 360 total credits. Potential students who are not in possession of such a Degree, but 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 students who are not in possession of a Bachelor's with Communication as a major subject and learning in the relevant specialisation field need to provide proof of an equivalent qualification. Those students 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 student 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 want 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 against the provision that this is not to be to the detriment of the potential student and that his/her chance to succeed must be reasonable.

    The Committee will assess students' competencies in order to determine whether they are eligible for:
  • Access to;
  • Advanced placement in;
    Or
  • Recognition of status for this qualification.

    Entry Requirements:
    A potential student should be in possession of a Bachelor's Degree in Strategic Communication or a related field. 
    		•

    RECOGNISE PREVIOUS LEARNING? 
    Y 

    QUALIFICATION RULES 
    Compulsory modules at NQF Level 8:
  • Research Essay, 40 Credits.
  • Strategic Communication, 20 Credits.
  • Applied Strategic Communication, 20 Credits.
  • Communication, Media and Society, 20 Credits.
  • Communication Management, 20 Credits.
    Total credits: 120. 
    		•

    EXIT LEVEL OUTCOMES 
    1. Identify and solve problems relating to Strategic Communication (Problem Solving).
    2. Demonstrate the ability to participate and work effectively with others as members of a team or group (Teamship).
    3. Illustrate the ability to organise and manage oneself and ones activities responsibly and effectively (Self-responsibility).
    4. Show research skills that will incorporate and include conceptualisation, application, execution and interpretation (Research Skills).
    5. Identify communication skills strengths and weaknesses in both oral and written communication (Communication Skills).
    6. Develop technological literacy skills and utilise these skills effectively to improve the students' body of knowledge in Strategic Communication (Technological and Environmental Literacy).
    7. Demonstrate that the various themes are seen to be a small part of a larger system of Strategic Communication (Developing a Macro-vision).
    8. Participate as responsible members of society through the knowledge obtained in Strategic Communication by conducting a strategic communication campaign for relevant organisations (Citizenship).
    9. Critically relate the rules and regulations of authority bodies in the field of Strategic Communication in order to be sensitive to the diversity of South Africa (Cultural and Aesthetic Understanding). 

    ASSOCIATED ASSESSMENT CRITERIA 
    Associated Assessment Criteria for Exit Level Outcome 1:
  • The student can identify, evaluate and solve advanced Strategic Communication problems by using critical and creative thinking.

    Associated Assessment Criteria for Exit Level Outcome 2:
  • The student can effectively identify, solve and critically evaluate advanced communication and Strategic Communication problems as part of a team or group.

    Associated Assessment Criteria for Exit Level Outcome 3:
  • The student can engage with the communication learning process, in an accountable manner.

    Associated Assessment Criteria for Exit Level Outcome 4:
  • Collect, analyse, organise, critically evaluate and apply complex information pertaining to Strategic Communication.

    Associated Assessment Criteria for Exit Level Outcome 5:
  • Communicate complex strategic communication information effectively by using appropriate communication skills and media.
  • Facilitate effective verbal and non-verbal persuasive communication.

    Associated Assessment Criteria for Exit Level Outcome 6:
  • Use strategic Communication Science and Technology effectively, critically and responsibly; to address sophisticated issues pertaining to Strategic Communication.

    Associated Assessment Criteria for Exit Level Outcome 7:
  • The student can explain the related systems of Strategic Communication and the dynamic interrelationship between these units within the broader context of Communication.

    Associated Assessment Criteria for Exit Level Outcome 8:
  • The principles of responsible citizenship with regard to Strategic Communication in local, national and global communities are correctly applied.

    Associated Assessment Criteria for Exit Level Outcome 9:
  • Apply heightened cultural and aesthetic sensitivity in the process of Corporate Communication.

    Integrated Assessment:
    Formative assessment practices that will be implemented:
    A range of formative assessment strategies is used. Formative assessment strategies include, among others: short essays, presentations in small groups and practical activities, field visits, publications, creative executions and productions. Self-assessment activities are included in study guides. Opportunities for peer-assessment are included.

    Summative assessment practices that will be implemented:
    Integrated assessment, focusing on the achievement of the Exit-Level Outcomes, will be done by means of written assignments, formal module tests and the execution and presentation of a research project, as well as end-of-semester final examinations. 
    		•

    INTERNATIONAL COMPARABILITY 
    University of Johannesburg (UJ) is the first University in Africa to offer qualifications in Strategic Communication. However, the qualification articulates with equivalent qualifications in Strategic Communication that are offered in both North America and Europe within recently established Department's of Strategic Communication. The shifts toward Strategic Communication is reflective of paradigmatic shifts in the field, but the qualification also articulates with a broadened disciplinary base which includes Communication Management, Corporate Communication and Marketing or Integrated Marketing Communications, as well as Brand Communication.

    The qualification therefore represents a broader possibility of articulation both nationally and internationally. The Department is an academic partner of CCI International, and forms part of the Global Alliance which ensures the relevance of our academic offerings internationally. Upon completion of this qualification articulation to Master's level study is possible at all reputable academic institutions across the world. The qualification not only offers articulation into Strategic Communication and related fields, but also offers articulation into Communication and Media Studies. 

    ARTICULATION OPTIONS 
    Access to qualifications at a lower level:
    Potential students should be in possession of a Bachelor's Degree in Communication or other relevant qualification at NQF Level 7. The achievement of this qualification should give students 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 students access to Certificates and Diplomas in this field at Level 8. Students who are (or have been) registered for this (or a related) qualification at another Higher Education institution or at the University of Johannesburg, may, with the permission of the Dean of Humanities, enter the Honours programme in Strategic Communication mid-stream, given that the rules of access have been complied with. Such students will therefore be credited for prior learning. 

    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. University of Johannesburg 


    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.