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HU. 58 SUBJECT CONTENT FOR DIPLOMA





Media 1A

MED1AA1

NQF level: 5

NQF credits: 16

Content:

  • Introduction to media

  • Basic media relations

  • News values

  • Stakeholders and changing societal trends

  • The traditional and digital media landscape

Purpose:

To equip the student to critically analyse the use of traditional and digital media in public relations



Outcomes:

Upon completion of this module students should be able to:

  • Describe the relationship between the public relations practitioner and the various media platforms.

  • Explain the traditional media landscape.

  • Understand traditional news values and how it impacts on public relations.

  • Describe the importance of media regulation for the public relations practitioner.

  • Recognise the importance of media ethics for public relations.

  • Describe the new media landscape.

  • Demonstrate an understanding of the concept of the new consumers.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Media 1B

MED1BB1

NQF level: 5

NQF credits: 16

Content:

  • Writing and editing for traditional and digital media platforms;

  • Design and lay-out for traditional digital media platforms

  • Content management for traditional and digital media platforms

Purpose:

To equip students to write and produce media content for traditional and digital media platforms



Outcomes:

Upon completion of this module students should be able to:

  • Write and produce media content for traditional and digital media platforms.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Media 2A

MED2AA2

NQF level: 5

NQF credits: 16


Content:

Purpose:

  • To equip the student to produce media and manage media relations

Outcomes:

Upon completion of this module students should be able to:

  • Discuss contemporary media theories.

  • Compile a media kit.

  • Organise a media conference.

  • Conduct successful media interviews.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Media 2B

MED2BB2

NQF level: 5

NQF credits: 16


Content:

  • Marketing PR

  • Comparison of different media platforms

  • Media evaluation and research tools

  • Development of a PR media plan

Purpose:

To equip the student with the media knowledge to select appropriate Marketing PR platforms



Outcomes:

Upon completion of this module students should be able to:

  • To demonstrate an understanding of the principles of Marketing PR and compile an appropriate Marketing PR plan.

  • To evaluate and select suitable media platforms for specific communication purposes.

  • Understand the advantages and disadvantages of the various communication platforms.

  • Understand how to use various media evaluation and research tools.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Media 3A

MED3AA3

NQF level: 6

NQF credits:16


Content:

  • Media regulations

  • Media ethics

  • Media governance

  • Statutory governance

  • Shifts in media ownership and control

  • Disintermediation

Purpose:

To provide the student with an understanding of the regulatory context and its impact on media governance



Outcomes:

Upon completion of this module students should be able to:



  • Understand the regulatory environment for managing media.

  • Understand the principles of good governance as it applies to media relations.

  • Demonstrate ethical conduct in media engagement.

  • Demonstrate an understanding of the relevance of ethical behaviour in media practice.

  • Understand the shifts in control that characterise new media contexts.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Professional Practice 1

PPR1001

NQF level: 5

NQF credits: 32


Content:

  • Understanding what is required for professional competence in the Public Relations role

    • Knowledge component

    • Skills component

    • Attitude component

  • Public Relations roles

  • Professional competence

  • Professional credibility

Purpose:

To develop the student as a credible professional public relations practitioner

Outcomes:

Upon completion of this module students should be able to:



  • Understand what constitutes professional conduct.

  • Understand how to establish professional credibility.

  • Explain various Public Relations roles.

  • Set and attain professional goals.

  • Develop interpersonal skills.

  • Manage their own professional conduct.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Professional Practice 2

PPR2002

NQF level: 5

NQF credits: 32


Content:

  • Communication in developing contexts

  • Development of Public Relations skills through stakeholder engagement

  • Stakeholder engagement activities

  • Active citizenship

  • Community projects

  • Community research

  • Project Management

Purpose:

To equip the student to engage in dialogue with stakeholder communities in the execution of Public Relations activities or programmes



Outcomes:

Upon completion of this module students should be able to:



  • Demonstrate the ability to engage with stakeholder communities.

  • Demonstrate the ability to foster dialogue between professional agencies and communities.

  • Demonstrate the ability to gain an understanding of stakeholder communities needs through research.

  • Translate research findings into feasible community solutions.

  • Understand sustainable PR practice.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Professional Practice 3

PPR3003

NQF level: 6

NQF credits: 40


Content:

  • Professional exposure in a work context

Purpose:

To equip the student to demonstrate professional competence in business contexts



Outcomes:

Upon completion of this module students should be able to:



  • Demonstrate credible Public Relations practice in work contexts.

  • Demonstrate work readiness in a professional work environment.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Public Relations 1A

PRL1AA1

NQF level: 5

NQF credits: 16


Content:

Purpose:

To introduce the student to the principles and practice of Public Relations



Outcomes:

Upon completion of this module students should be able to:



  • Understand the concepts in the broader field of Communication Management.

  • Explain how Public Relations has evolved as a result of shifts in Public Relations approaches.

  • Understand the current approaches and their challenges.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Public Relations 1B

PRL1BB1

NQF level: 5

NQF credits:16


Content:

  • A systems approach to Public Relations practice

  • Socio-cultural, political, economical, technological and global contexts of practice

Purpose:

  • To provide the student with an understanding of the environmental contexts in which Public Relations is practiced

Outcomes:

Upon completion of this module students should be able to:



  • Understand systems thinking within the context of Public Relations practice.

  • Understand the impact of the different environmental contexts on the practice of Public Relations.

  • Identify the impact of trends on professional Public Relations practice.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Public Relations 2A

PRL2AA2

NQF level: 5

NQF credits:16


Content:

  • Public Relations research

  • Translating research findings into Public Relations strategies

  • Developing and executing a Public Relations strategy

  • Monitoring and evaluating a Public Relations strategy

Purpose:

To equip the student to plan and execute a Public Relations strategy



Outcomes:

Upon completion of this module students should be able to:



  • Demonstrate the ability to undertake Public Relations research.

  • Demonstrate the ability to translate research findings into relevant Public Relations strategies.

  • Demonstrate the ability to plan and execute a Public Relations strategy.

  • Demonstrate the ability to evaluate the success of a Public Relations strategy.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Public Relations 2B

PRL2BB2

NQF level: 5

NQF credits:16


Content:

  • Corporate Branding

  • Public Opinion

  • Issues Management

  • Reputation Management

  • Crisis Management

  • Internal Branding

    • Employee Branding

    • Employment Branding

    • Employee Engagement

Purpose:

To provide the student with an understanding of the process and importance of Corporate Branding



Outcomes:

Upon completion of this module students should be able to:



  • Demonstrate an understanding of the concepts related to Corporate Branding.

  • Discuss the importance of Corporate Branding.

  • Explain the role of Corporate Branding.

  • Discuss how Corporate Branding impacts on internal and external stakeholders.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Public Relations 3A

PRL3AA3

NQF level: 6

NQF credits:16


Content:

  • Stakeholder Engagement

  • Reflective paradigm

  • Stakeholder theory

  • Corporate Social Responsiveness

  • Sustainable Public Relations practice

  • Public Relations in developing contexts

Purpose:

To provide the student with an understanding of what constitutes sustainable Public Relations in developing contexts



Outcomes:

Upon completion of this module students should be able to:



  • Demonstrate how a reflective paradigm influences Public Relations practice.

  • Explain what constitutes sustainable Public Relations practice.

  • Apply the principles of stakeholder theory to Public Relations practice.

  • Demonstrate the shift from Corporate Social Responsibility to Corporate Social Responsiveness.

  • Apply sustainable Public Relations practice to developing contexts.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%





Public Relations 3B

PRL3BA3

NQF level: 6

NQF credits: 16


Content:

  • Global Public Relations Practices

  • Professional practice in various global contexts

  • Intercultural Communication theories

  • Multi-national communication strategies

  • Public Relations practice in an African context

Purpose:

To introduce the student to professional communication practice in global contexts



Outcomes:

Upon completion of this module students should be able to:



  • Demonstrate an understanding of global Public Relations Practices.

  • Explain how Public Relations is practiced in different global contexts.

  • Demonstrate what constitutes best practice in global Public Relations.

  • Demonstrate the ability to apply the principles of Public Relations in intercultural communication contexts.

  • Explain the role of the Public Relations practitioner in multi-national business contexts.

  • Demonstrate an understanding of Public Relations practice within an African context.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Communication Management 1A

COM1AA1

NQF level: 5

NQF credits: 16


Content:

  • Nature of an organization

  • Organisational functions

  • Organisation structures,

  • The nature of organisation –environment relationship

Purpose:

To introduce the student to the concept of what an organization is, and how it functions.



Outcomes:

Upon completion of this module learners should be able to:



  • Explain what an organisation is.

  • Discuss what organisation structures are.

  • Discuss various organisational functions.

  • Discuss the different elements of the business environment.

  • Explain the organisation-environment relationship.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Communication Management 1B

COM1BB1

NQF level: 5

NQF credits: 16


Content:

Levels of communication in organisations:



  • Intra-personal communication

  • Interpersonal communication

  • Group Communication

  • Intercultural communication

  • Scope of organisational communication

Purpose:

To introduce the student to the levels and scope of communication processes in organisations



Outcomes:

Upon completion of this module learners should be able to:



  • Distinguish between the different levels of communication in the organization.

  • Discuss the characteristics of each level of communication.

  • Explain the process of organisational communication.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Communication Management 2A

COM2AA2

NQF level: 5

NQF credits: 16


Content:

  • Functions of organizational communication

  • Communication structures

  • Communication flow

  • Communication culture and climate

  • Network organisations

Purpose:

To introduce the student to principles of communication management



Outcomes:

Upon completion of this module learners should be able to:



  • Distinguish between the various functions of organisational communication.

  • Describe the different communication structures in organisations.

  • Explain the flow of communication in organisation.

  • Explain how communication influences perceptions and communication satisfaction.

  • Discuss how communication differs in network organisations.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Communication Management 2B

COM2BB2

NQF level: 5

NQF credits: 16


Content:

  • Theories of organisational communication

  • Implications for communication management

  • Decision making

  • Conflict Resolution

Purpose: To provide the student with an understanding of the implications of various organisational communication approaches for managing communication

Outcomes:

Upon completion of this module learners should be able to:



  • Explain the implications of different theories of organisational communication.

  • Discuss the process of decision making.

  • Apply conflict resolution skills.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Communication Management 3A

COM3AA3

NQF level: 6

NQF credits: 16


Content:

  • People management

  • Leadership and communication

  • Change management

Purpose:

To provide the student with an understanding of various leadership and communication styles for managing people and organisational change



Outcomes:

Upon completion of this module learners should be able to:



  • Identify various leadership styles.

  • Understand organisational change.

  • Apply various management skills communicating change in organisations.

  • Understand how leadership communication affects people management practices.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




Communication Management 3B

COM3BA3

NQF level: 6

NQF credits: 16


Content:

  • Managing PR in different business contexts

  • New professional contexts

  • Agency management

  • Understanding business processes

  • PR Practitioner as entrepreneur

Purpose:

To develop students ability to manage Public Relations in various professional business contexts



Outcomes:

Upon completion of this module learners should be able to:



  • Understand the business of PR.

  • Select a future work context.

  • Manage a PR Agency.

  • Demonstrate entrepreneurial skills.

  • Demonstrate knowledge of industry contexts.

Calculation criteria:

Minimum Full Period Mark for Examination Admission – 40%

Full Period Mark Weight – 50%

Examination Mark Weight – 50%




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