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Media 1A
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MED1AA1
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NQF level: 5
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NQF credits: 16
|
Content:
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Introduction to media
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Basic media relations
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News values
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Stakeholders and changing societal trends
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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:
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Describe the relationship between the public relations practitioner and the various media platforms.
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Explain the traditional media landscape.
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Understand traditional news values and how it impacts on public relations.
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Describe the importance of media regulation for the public relations practitioner.
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Recognise the importance of media ethics for public relations.
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Describe the new media landscape.
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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%
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Media 1B
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MED1BB1
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NQF level: 5
|
NQF credits: 16
|
Content:
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Writing and editing for traditional and digital media platforms;
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Design and lay-out for traditional digital media platforms
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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:
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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%
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Media 2A
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MED2AA2
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NQF level: 5
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NQF credits: 16
|
Content:
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Contemporary media theories
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Media relations
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Media design and production
Purpose:
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To equip the student to produce media and manage media relations
Outcomes:
Upon completion of this module students should be able to:
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Discuss contemporary media theories.
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Compile a media kit.
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Organise a media conference.
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Conduct successful media interviews.
Calculation criteria:
Minimum Full Period Mark for Examination Admission – 40%
Full Period Mark Weight – 50%
Examination Mark Weight – 50%
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Media 2B
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MED2BB2
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NQF level: 5
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NQF credits: 16
|
Content:
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Marketing PR
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Comparison of different media platforms
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Media evaluation and research tools
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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:
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To demonstrate an understanding of the principles of Marketing PR and compile an appropriate Marketing PR plan.
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To evaluate and select suitable media platforms for specific communication purposes.
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Understand the advantages and disadvantages of the various communication platforms.
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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%
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Media 3A
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MED3AA3
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NQF level: 6
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NQF credits:16
|
Content:
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:
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Understand the regulatory environment for managing media.
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Understand the principles of good governance as it applies to media relations.
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Demonstrate ethical conduct in media engagement.
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Demonstrate an understanding of the relevance of ethical behaviour in media practice.
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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%
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Professional Practice 1
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PPR1001
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NQF level: 5
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NQF credits: 32
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Content:
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Understanding what is required for professional competence in the Public Relations role
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Knowledge component
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Skills component
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Attitude component
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Public Relations roles
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Professional competence
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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:
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Understand what constitutes professional conduct.
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Understand how to establish professional credibility.
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Explain various Public Relations roles.
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Set and attain professional goals.
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Develop interpersonal skills.
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Manage their own professional conduct.
Calculation criteria:
Minimum Full Period Mark for Examination Admission – 40%
Full Period Mark Weight – 50%
Examination Mark Weight – 50%
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Professional Practice 2
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PPR2002
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NQF level: 5
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NQF credits: 32
|
Content:
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Communication in developing contexts
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Development of Public Relations skills through stakeholder engagement
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Stakeholder engagement activities
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Active citizenship
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Community projects
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Community research
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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:
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Demonstrate the ability to engage with stakeholder communities.
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Demonstrate the ability to foster dialogue between professional agencies and communities.
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Demonstrate the ability to gain an understanding of stakeholder communities needs through research.
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Translate research findings into feasible community solutions.
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Understand sustainable PR practice.
Calculation criteria:
Minimum Full Period Mark for Examination Admission – 40%
Full Period Mark Weight – 50%
Examination Mark Weight – 50%
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Professional Practice 3
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PPR3003
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NQF level: 6
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NQF credits: 40
|
Content:
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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:
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Demonstrate credible Public Relations practice in work contexts.
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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%
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Public Relations 1A
|
PRL1AA1
|
NQF level: 5
|
NQF credits: 16
|
Content:
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Define key concepts in Public Relations
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History and development of Public Relations
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Current approaches to Public Relations
Purpose:
To introduce the student to the principles and practice of Public Relations
Outcomes:
Upon completion of this module students should be able to:
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Understand the concepts in the broader field of Communication Management.
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Explain how Public Relations has evolved as a result of shifts in Public Relations approaches.
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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%
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Public Relations 1B
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PRL1BB1
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NQF level: 5
|
NQF credits:16
|
Content:
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A systems approach to Public Relations practice
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Socio-cultural, political, economical, technological and global contexts of practice
Purpose:
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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:
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Understand systems thinking within the context of Public Relations practice.
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Understand the impact of the different environmental contexts on the practice of Public Relations.
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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%
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Public Relations 2A
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PRL2AA2
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NQF level: 5
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NQF credits:16
|
Content:
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Public Relations research
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Translating research findings into Public Relations strategies
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Developing and executing a Public Relations strategy
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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:
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Demonstrate the ability to undertake Public Relations research.
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Demonstrate the ability to translate research findings into relevant Public Relations strategies.
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Demonstrate the ability to plan and execute a Public Relations strategy.
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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%
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Public Relations 2B
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PRL2BB2
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NQF level: 5
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NQF credits:16
|
Content:
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Corporate Branding
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Public Opinion
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Issues Management
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Reputation Management
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Crisis Management
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Internal Branding
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Employee Branding
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Employment Branding
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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:
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Demonstrate an understanding of the concepts related to Corporate Branding.
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Discuss the importance of Corporate Branding.
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Explain the role of Corporate Branding.
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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%
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Public Relations 3A
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PRL3AA3
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NQF level: 6
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NQF credits:16
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Content:
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Stakeholder Engagement
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Reflective paradigm
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Stakeholder theory
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Corporate Social Responsiveness
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Sustainable Public Relations practice
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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:
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Demonstrate how a reflective paradigm influences Public Relations practice.
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Explain what constitutes sustainable Public Relations practice.
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Apply the principles of stakeholder theory to Public Relations practice.
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Demonstrate the shift from Corporate Social Responsibility to Corporate Social Responsiveness.
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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%
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Public Relations 3B
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PRL3BA3
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NQF level: 6
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NQF credits: 16
|
Content:
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Global Public Relations Practices
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Professional practice in various global contexts
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Intercultural Communication theories
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Multi-national communication strategies
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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:
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Demonstrate an understanding of global Public Relations Practices.
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Explain how Public Relations is practiced in different global contexts.
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Demonstrate what constitutes best practice in global Public Relations.
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Demonstrate the ability to apply the principles of Public Relations in intercultural communication contexts.
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Explain the role of the Public Relations practitioner in multi-national business contexts.
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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%
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Communication Management 1A
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COM1AA1
|
NQF level: 5
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NQF credits: 16
|
Content:
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Nature of an organization
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Organisational functions
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Organisation structures,
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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:
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Explain what an organisation is.
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Discuss what organisation structures are.
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Discuss various organisational functions.
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Discuss the different elements of the business environment.
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Explain the organisation-environment relationship.
Calculation criteria:
Minimum Full Period Mark for Examination Admission – 40%
Full Period Mark Weight – 50%
Examination Mark Weight – 50%
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Communication Management 1B
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COM1BB1
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NQF level: 5
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NQF credits: 16
|
Content:
Levels of communication in organisations:
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Intra-personal communication
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Interpersonal communication
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Group Communication
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Intercultural communication
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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:
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Distinguish between the different levels of communication in the organization.
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Discuss the characteristics of each level of communication.
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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%
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Communication Management 2A
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COM2AA2
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NQF level: 5
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NQF credits: 16
|
Content:
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Functions of organizational communication
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Communication structures
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Communication flow
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Communication culture and climate
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Network organisations
Purpose:
To introduce the student to principles of communication management
Outcomes:
Upon completion of this module learners should be able to:
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Distinguish between the various functions of organisational communication.
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Describe the different communication structures in organisations.
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Explain the flow of communication in organisation.
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Explain how communication influences perceptions and communication satisfaction.
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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%
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Communication Management 2B
|
COM2BB2
|
NQF level: 5
|
NQF credits: 16
|
Content:
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Theories of organisational communication
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Implications for communication management
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Decision making
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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:
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Explain the implications of different theories of organisational communication.
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Discuss the process of decision making.
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Apply conflict resolution skills.
Calculation criteria:
Minimum Full Period Mark for Examination Admission – 40%
Full Period Mark Weight – 50%
Examination Mark Weight – 50%
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Communication Management 3A
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COM3AA3
|
NQF level: 6
|
NQF credits: 16
|
Content:
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People management
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Leadership and communication
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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:
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Identify various leadership styles.
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Understand organisational change.
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Apply various management skills communicating change in organisations.
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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%
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Communication Management 3B
|
COM3BA3
|
NQF level: 6
|
NQF credits: 16
|
Content:
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Managing PR in different business contexts
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New professional contexts
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Agency management
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Understanding business processes
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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:
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Understand the business of PR.
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Select a future work context.
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Manage a PR Agency.
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Demonstrate entrepreneurial skills.
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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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