Skip Navigation LinksUndergraduate---Corporate-Communication Diploma in Communication Management and Public Relations

Diploma in Communication Management and Public Relations

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Diploma in Communication Management and Public Relations

Programme code:

D7EX2Q

SAQA ID: 84628HEQF level: 6Credits: 400

The purpose of this qualification is intended to develop in a student the competence to plan, apply and monitor public relations and communication activities in a variety of contexts.

First YearSecond YearThird Year

 

Fourth Year

Semester modules
Fundamental Research PracticeCommunication Management   1B Communication Management 2A&2BCommunication Management 3A&3B7
Workplace PreparationPublic Relations IB Public Relations 2A&2B

Public Relations

3A&3B

7
Basic Business CalculationsMedia        1A&1BMedia       2A&2BMedia 3A7
Communication Management 1AProfessional Writing Skills 1A&1B  3
Public Relations IA   1
End-User Computing (Module A)Professional Practice 1Professional Practice 2Professional Practice 37
African Insights (online)    
9 semester modules8 semester modules8 semester modules7 semester modules32

 

Media 1A

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

 

Media 1B

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.

 

Media 2A

 

Content:

 Contemporary media theories

 Media relations

 Media design and production

 

Purpose:

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

 

Media 2B

 

Content

 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

Media 3A

 

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.

 

Professional Practice 1

 

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

 

Professional Practice 2

 

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

 

Professional Practice 3

 

Content:

 Professional exposure in a work context

 

Purpose:

To equip the student to demonstrate professional competence in business contexts

 

Public Relations 1A

Content:

 Define key concepts in Public Relations

 History and development of Public Relations

 Current approaches to Public Relations

 

Purpose:

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

 

Public Relations 1B

 

Content:

 A systems approach to Public Relations practice

 Socio-cultural, political, economic, technological and global contexts of practice

 

Purpose:

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

 

Public Relations 2A

 

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

 

 

Public Relations 2B

 

Content:

 Corporate Branding

 Public Opinion

 Issues Management

 Reputation Management

 Crisis Management

 Internal Branding

o Employee Branding

o Employment Branding

o Employee Engagement

 

Purpose:

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

 

Public Relations 3A

 

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

 

Public Relations 3B

 

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

 

Communication Management 1A

 

Content:

 Nature of an organisation

 Organisational functions

 Organisation structures

 The nature of organisation –environment relationship

 

Purpose:

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

 

Communication Management 1B

 

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

 

Communication Management 2A

 

Content:

 Functions of organisational communication

 Communication structures

 Communication flow

 Communication culture and climate

 Network organisations

 

Purpose:

To introduce the student to principles of communication management

 

Communication Management 2B

 

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

 

Communication Management 3A

 

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

 

Communication Management 3B

 

Content:

 Managing PR in different business contexts

 New professional contexts

 Agency management

 Understanding business processes

 PR Practitioner as entrepreneur

 

Purpose:

To develop student's ability to manage Public Relations in various professional business contexts