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HU. 32 APPLIED MARKETING COMMUNICATION

Applied Marketing Communication 1A

AMC1AA1

NQF level: 6

NQF credits: 16

Content:

The Applied Marketing Communication 1A module focuses on developing a practical understanding of Strategic Communication and branding. The module explores the evolution of both Marketing and Corporate Communication into the new field of Strategic Communication. An introduction is offered to the roles fulfilled and practical skills required by the strategic communication practitioner within these contexts. This is achieved by introducing the learner to the principles of creative and conceptual thinking, and by focusing on the development of language and visual literacy skills. This module develops the learners’ ability to present their thinking, both verbally and visually.

Purpose:

The aim of the Applied Marketing Communication 1A module is to equip the learner with the applied knowledge relating to the roles of the professional within both the marketing and corporate communication environments, through the development of practical strategic creative and conceptual thinking skills. The module focuses on developing the ability to demonstrate creative and conceptual thinking by means of developing and applying various language and visual literacy skills.

Outcomes:

Upon completion of this module learners should be able to:

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  Demonstrate an understanding of the fields of marketing communication corporate communication and strategic communication.
  
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  Understand the practical implications of the paradigm shifts that have occurred in marketing communication, as it relates to branding.
  
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  Demonstrate applied knowledge of the roles fulfilled and practical skills needed by the corporate communication professional within the postmodern organisation.
  
• 
  Illustrate the ability to apply the principles of strategic conceptual thinking.
  
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  Demonstrate the ability to apply various language and literacy skills in order to illustrate creative and conceptual thinking.
  
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  Demonstrate the ability to utilise both verbal and visual presentations to illustrate creative and conceptual thinking.
  
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  Solve an innovative problem for a given brand.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Applied Marketing Communication 1B

AMC1BB1

NQF level: 6

NQF credits: 16

Content:

The Applied Marketing Communication 1B module focuses on the use of omniscient signs and symbols within the corporate and marketing communication environment and how organisations and brands create and use these signs and symbols as corporate and brand images and identities to manifest themselves within this environment. The module has a strong focus on aesthetic literacy while emphasising the development of a deeper practical understanding of how brand relationships are created through both traditional and digital platforms. This module will also introduce the learner to the industry and field of branding to create a context for the development of their personal brand.

Purpose:

The aim of Applied Marketing Communication 1B module is to equip learners with the practical knowledge relating to the development of corporate brand image and identity, and the aesthetics involved in the creation of these signs and symbols. It focuses on the development of aesthetic literacy skills, while also taking cognisance of how various media may influence a variety of stakeholders. This is achieved through engaging learners in group activities where they are required to apply leadership skills. Furthermore learners are also taught to demonstrate verbal and visual presentation skills, and to apply these within group contexts.

Outcomes:

Upon completion of this module learners should be able to:

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  Demonstrate applied knowledge of visual literacy by assessing images and brand
  

content.

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  Demonstrate an understanding of how corporate identity is created through aesthetics.
  

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  Develop practical skills relating to the development of corporate and brand identity.
  
• 
  Illustrate an understanding of corporate image through analysis of existing corporate
  

images.

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  Show an understanding of aesthetic literacy as it relates to the interpretation and application of signs and symbols.
  
• 
  Develop practical skills relating to verbal and visual presentations.
  
• 
  Develop an understanding of how traditional and digital media platforms are used to
  

develop relationships with the variety of stakeholders that an organisation may have.

• 
  Acquire an understanding of the branding industry so as to develop a context for individual career paths.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Applied Marketing Communication 2A

AMC2AA2

NQF level: 7

NQF credits: 16

Content:

Applied Marketing Communication 2A focuses on the broader context of the dynamic and growing field of Marketing Communication and places emphasis on advertising and non-advertising platforms alike. This module focuses on developing practical skills needed to identify relevant communication platforms and emphasises how the strategic value of each contact point can play a pivotal role in achieving the communication objectives. Emphasis is placed on the strategic management of relationships with various stakeholders. Furthermore, it also highlights the practical skills needed to ensure that brand is used as a strategic and relational tool while taking cognisance of elements like sustainability and reputation.

Purpose:

The module exposes the learner to the dynamic field of marketing communication and focuses on the development of practical skills, related to advertising and non-advertising platforms, needed to identify and develop the relevant brand communication platforms and note the strategic value that each platform plays within the larger strategy. Furthermore, it offers the learner practical skills related to the strategic management of relationships while taking into consideration elements such as sustainability and reputation. This is supported by a strong focus on developing verbal and presentation skills as well as visual literacy.

Outcomes:

Upon completion of this module learners should be able to:

• 
  Develop the practical skills needed to identify and develop relevant brand communication platforms.
  
• 
  Demonstrate applied knowledge with regard to engagement with various stakeholders.
  
• 
  Illustrate practical skills with regard to the management of relationships with various stakeholders.
  
• 
  Demonstrate the ability to apply the practical skills related to management of elements such as sustainability and reputation.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Applied Marketing Communication 2B

AMC2BB2

NQF level: 7

NQF credits: 16

Content:

The module focuses on the development of practical skills related to the ability to develop and design both corporate and marketing communication tools and contact points that have strategic value, especially in the context of communicating with the internal stakeholders. This is done while taking the influencing factors, characteristics and contexts of the various stakeholders and markets into consideration. The focus will be on developing the applied skills within the South African orgnaisational environment while taking into account the relevant global societal and organisational/brand trends, factors and contexts.

Purpose:

The aim of the module is to develop the learner’s practical ability to illustrate applied knowledge of Strategic Communication principles and practices when developing and designing corporate and marketing communication tools and contact points within an organisation. The emphasis is on applying practical knowledge while understanding the complexity of the environment in which brands and organisations communicate and function. The module also aims to further develop the learner’s writing and content management and event management skills as well as visual literacy.

Outcomes:

Upon completion of this module learners should be able to:

• 
  Demonstrate the practical ability to develop corporate and marketing communication tools that hold strategic value.
  
• 
  Show an understanding the complexity of the environment in which brands and organisations communicate and function.
  
• 
  Illustrate a practical understanding of the global, societal, organisational and brand trends, factors and contexts that could form the larger environment that brands function within.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Applied Marketing Communication 3A

AMC3AA3

NQF level: 7

NQF credits: 22

Purpose:

Recent disciplinary thinking highlights the significance of strategic communication in an ever changing post-digital world. This forces the industry to re-evaluate their assumptions about current business models and practices since these are being subjected to rapid changes. Current disciplinary thinking diminishes the significance of compartmentalised structures, functions, processes and roles in favour of increased convergence of traditional communication disciplines. This convergence requires an integrative approach that provides for a more appropriate fit within a boundary-less environment. This shift towards strategic thinking allows for relevant creative conceptualisation and meaningful interaction. The focus of this module is on how purpose-led communication can be created to facilitate business solutions that are authentic and ethical, and which can result in establishing shared values.

Aim:

The development of strategic planning is going through an evolutionary process, moving from set models to emerging strategy. Since this is the age of accelerated change, empowered stakeholders and the idea economy, the focus will be on the importance of strategic conceptualisation and sustainable innovative solutions for real world business problems. These paradigm changes and shifts have significant implications on how emerging strategy needs to have an ecological perspective. Major forces such as globalisation, the staggering developments in digital technology and the empowerment of new stakeholders are redefining the role of the communication professionals within business and society. On the applied level the overall aim is that learners must be able to develop, plan, implement and evaluate a fully-fledged emerging strategic communication campaign for a given client taking into account the changing environment that typifies this era.

Outcomes:

On completion of this module, learners should be able to do the following:

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  Demonstrate a critical understanding of the various philosophies, principles and practices that characterise the Strategic Communication in South Africa.
  
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  Critically analyse the strategic processes utilised in the Strategic Communication industry.
  
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  Demonstrate critical knowledge of the key role players and industry organisations that influence the Strategic Communication industry.
  

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  Critically understand the shift from strategic planning to strategic thinking and assess whether the Strategic Communication industry in South Africa is making this shift.
  
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  Analyse how the macro- and micro- environment that organisations find themselves in affect their ability to create emerging strategic communication campaigns.
  
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  Evaluate their professional competence and identify their personal strengths and weaknesses as prospective communication professionals.
  

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  Develop an emerging strategic communication campaign starting from research undertaken and ending with creative conceptualisation for a given brand.
  
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  Demonstrate the ability to deliver an emerging strategic communication campaign for a given client.
  
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  Demonstrate the ability to work in groups in order to identify, solve critically, evaluate and reflect on strategic communication.
  
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  Identify and critically discuss the key terminology associated with emerging strategic communication.
  
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  Develop creative conceptualisation skills that can be used to find innovative solutions.
  
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  Demonstrate the ability to translate strategic work into creative concepts.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%

Applied Marketing Communication 3B

AMC3BB3

NQF level: 7

NQF credits: 22

Content:

Consumers have changed the way in which they consume media and this has caused a need for the market to shift their focus from a very figure orientated practice to one that is more in line with understanding consumers’ thoughts and engagement with various converged communication channels in a post-digital context. Understanding strategic channel planning in a post-digital context is fundamental to helping both brands and channel strategists work out what route to market is most appropriate in a given set of circumstances. This module focusses on the steps involved with the development of a channel strategy, the circumstances that need to be considered in constructing a channel plan or strategy and the different alternatives available to channel planners. Channel planning is a dynamic and changing environment and understanding the placement of brand messages is a vital skill for any individual entering the brand communication industry. The module enables an understanding of research-, conceptualisation – and creative campaign development processes and the ability to apply these skills in strategic brand communication messages.

Purpose:

The aim of the module is three-fold. Firstly to develop the practical ability to develop a post-digital channel strategy while illustrating the ability to apply both conceptual and creative thinking. The learner will be exposed to the practical elements and principles relating to the channel strategy and digital platform plan and needs to demonstrate the ability to practically apply these elements and principles in a strategic manner to build the brand. Secondly to develop the practical ability to identify a clear insight underlying the key finding that results from various research processes and to write a creative platform that encapsulates the key findings, insights, brand promise and objectives that are relevant to brand, context and stakeholders. The third aim of this module is to develop the practical ability to create a relevant creative concept and the manifestations thereof in a creative campaign.

Outcomes:

Upon completion of this module learners should be able to:

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  Illustrate an applied understanding of the philosophy, principles and practices of strategic post-digital channel planning
  
• 
  Illustrate the ability to apply key terminology associated with strategic brand, channel, post-digital planning and creative communications.
  
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  Demonstrate the ability to apply conceptual and creative thinking with regard to strategic channel planning in a post-digital context by developing a concept and the manifestations thereof in a creative campaign.
  
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  Demonstrate the ability to develop a post-digital channel strategy for a brand.
  
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  Demonstrate the ability to interpret metrics and analytics effectively and understand the practical value of the results within a Strategic Communication context.
  
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  Develop the necessary reflexive and creative skills that can be utilised to participate and work effectively with others as members of a team or group.
  

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%