Bachelor of Arts (Communication)

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We think you will enjoy studying Communication with us! This popular degree will make you ready for the corporate and media space by giving you the specific skills and relevant competencies you will need out there. You will be taught hard core skills such as website design, information management and event planning. Knock them dead with the invaluable experience you have gained in multiple small-group discussions and presentations – which you don’t get to do in large public institutions!

Programme Purpose

Corporate Communication

  • To prepare our students to function optimally in a corporate environment as a PR strategist, corporate event manager or integrated marketing communications planner (amongst others)
  • To develop in them the skills to plan and manage a public relations event or create a digital advertising campaign
  • To instil the competence to perform a communication audit and prepare an integrated marketing communication strategy for a real organization
  • To impart all of the skills needed to operate confidently in the boardroom

Media Studies

  • To help you understand the dynamic and ever-changing media landscape, both locally and internationally
  • To teach you to create copy for print, radio and television, as well as produce your own programmes
  • To give you advanced photography skills, including drone photography and animation
  • To develop audio-visual skills such as television and radio presentation and social media blogging
  • To develop in you a critical and ethical stance towards all media content and equip you with a unique set of values which will set you apart in the media space

Qualification Outcomes

You will walk away with the following competencies:

Corporate Communication

  • A set of well-honed skills to research, plan and execute public relations events
  • A deep knowledge of PR strategy
  • The know-how to create designs for posters and advertisements
  • The ability to analyse people’s behaviour in groups and work well in a team 
  • The higher order ability to reason, solve problems, think critically, organize information, plan and make use of mnemonic techniques such as graphic organizers and mind maps
  • A practical understanding of board-room etiquette
  • Confidence in communication research
  • The competence to manage a communication department with honesty and integrity

Media Studies

  • The skill to research, plan and produce a television or radio programme
  • The expertise to compile a newsletter or magazine professionally
  • The ability to research media topics effectively and produce reports in the correct format
  • Voice-production techniques for presenting in public, on radio and television
  •  Vlogging skills (mobile video production)
  • The competence to set up a digital radio station
  • The confidence to become a free-lance journalist or blogger
  • Advanced photographic skills

Degree Details

3 YEARS NQF Level 7

Career opportunities

With a BA degree in Communication, these are just some of the jobs you will be able to do:

Corporate Communication

  • Public Relations Practitioner
  • Event Manager
  • Conference Planner
  • Communication Manager
  • Brand Manager
  • Communication Consultant
  • Corporate Social Investment Officer
  • Affiliate Marketer
  • Sales Representative / Manager
  • Business Reporter

Media Studies

  • Radio / Television Producer
  • Journalist
  • Screenwriter
  • Photographer
  • Photo-journalist
  • Media Planner / Buyer
  • Client Manager
  • Audio-visual Media Practitioner
  • Radio and / or Television Presenter
  • Social Media Specialist and / or Blogger

FURTHER STUDIES

Once you have completed your BA Communication degree, you will be able to continue onto an Honours, Master’s or Doctoral degree in Communication at many universities in South Africa, and world-wide. Take note that you may need to study further to enter certain career paths. For example, you may have to do specialist modules such as advertising design, sound-engineering, editing, drone photography or animation.

Alumni

As proud owners of a BA in Communication, many of our graduates have continued on to post-graduate degrees or now hold top positions in organizations, or own their own businesses. Some of the positions which they hold are: CEO of a media tech company; CEO of their own decor company; Customer Relations Manager; Television Producer; Radio Presenter; Communication Lecturer.

CURRICULUM : CORE MODULES

Corporate Communication

BHS 245 Research Methodology & Design (12 Credits) NQF 7

This module gives study to the theory and application of the principles of social science research. It introduces students to the theory of science, examines epistemological claims of various approaches to knowing, and provides students with a rationale for the importance of social science research methods in communication and theology. The module addresses philosophical frameworks, methodologies, strategic planning, and ethical considerations involved in both basic and applied research. Upon successful completion of the module, students should be able to identify topics for inquiry, select the appropriate methods and designs for answering a chosen research question, and formulate a structured plan of research.

BHS 246 Research Project (8 Credits) NQF 7

This module equips the student with the tools and skills needed in order to become an innovative researcher. A complete research project will be undertaken and completed through the duration of the semester, consisting of the following: the formation of a research problem and objectives, writing up a literature review, the operationalization and development of a research design, data collection and analysis, and presentation of findings to both staff and students in the form of an open forum.
Prerequisite: BHS 245 Research Methodology & Design

COM 102 Communication Theory (8 Credits) NQF 6

This module will study the human communication process, particularly as far as interpersonal, intercultural, group and mass communication is concerned. An understanding of a variety of key concepts will be developed and students will acquire practical knowledge to apply these principles to everyday interactions. It will also help students build communication skills, with particular emphasis on crossing cultural barriers.

COM 208 Voice & Diction (12 Credits) NQF 6

Through vocal analysis and study of the production and differentiation of sound units in the English language, students identify and develop vocal strengths and identify and remedy vocal problems. By studying pitch, diction, volume, vocal quality and variety, expression and pronunciation, students learn how to use their voices to achieve maximum understanding. The second half of the module emphasises the understanding and application of vocal theory to develop voice and speaking skills – not only to communicate clearly but also as a means of making meaningful contributions to everyday life situations, and in career and community interaction. Students will develop the ability to speak with confidence and power. 

COM 212 Effective Presentations (12 Credits) NQF 6

This module is designed to assist the student to harness and develop the ability to present information so that individuality, thoughts, feelings and convictions can be conveyed to the audience optimally. Students will continue their study, and practice public oral presentations on subjects of their choice to an interdisciplinary audience. In addition to improving their public speaking skills, they will gain expertise in using presentation aids, analysing oral argument, assessing their own speaking skills, and evaluate the effectiveness of the presentations of others. Principles of persuasion and persuasive skills will also be addressed in order to help the student to be a better communicator.

COM 222 Intercultural Communication (12 Credits) NQF 7

This module is designed to provide students with knowledge of and an understanding of intercultural theory and practice. As such, it builds intercultural competence, focuses on the application of intercultural theory and concepts, and on the development of skills which facilitate effective communication in intercultural contexts.

COM 225 Information Management (8 Credits) NQF 7

This module will train students in the discipline of information management, its benefits and goals, and how it is implemented in an organisational environment. Students will gain a thorough understanding of concepts related to this discipline, such as technologies, the information age, the Semantic Web, knowledge and organizational learning.

COM 299 Work Integrated Learning (16 Credits) NQF 6

Supervised work experience in journalism, public relations, or another aspect of communication. A total of 160 clock hours of work experience is required to gain 16 credits. These hours should preferably be done in one location, but may be split up among more than one supervisor if necessary.
Prerequisite: Consent of WIL supervisor

COM 305 Business Communication (12 Credits) NQF 6

The module covers the essentials of effective business communication. It includes correct language usage required for effective communication and emphasizes the acceptable formats for different forms of business correspondence and reports. It also focuses on developing communication ability in interpersonal communication, oral presentations and conducting business meetings.
Prerequisite: MGT 141 Principles of Management

COM 320 Interpersonal Communication (12 Credits) NQF 7

Interpersonal communication as the primary element in human relationships is studied through variables of the communication process such as non-verbal communication, perception, semantics, and other aspects. An understanding of transactional analysis in communication will assist the student in improving interpersonal communication skills. Emphasis is placed on interpersonal skills for the workplace. Students examine components of interpersonal communication such as listening, perception, managing conflict, then apply specific strategies to build relationships. Discussions, research assignments and presentations will aim at the integration of faith as part of the learning experience, by focusing on Bible-based values and SDA beliefs.
Prerequisites: COM 102 Communication Theory; PSY 101 Fundamentals of Psychology

COM 328 Corporate Communication (12 Credits) NQF 7

The course shows how communication functions in an organisation, by looking at the structure of communication in organisations, in particular levels of communication, information channels, hierarchies and communication networks. Various functions of organisational communication are explored using South African case studies to illustrate examples of effective internal and external communication. There is a focus on strategic corporate communication management; strategic issues in the management of Corporate Communication; corporate communication research, and industry contexts. Students will select an actual corporation, perform an assessment survey of its current corporate communication practices, and develop a corporate communications plan for the organisation.

COM 329 Organizational Communication (12 Credits) NQF 7

An advanced module in the structure of the organisation and its communication flow, which covers various definitions and theories of organisational communication, cultural diversity, channels, systems and networks, decision-making and problem-solving groups, and assessment methods of communication within an organisation. An actual assessment of organisational communication practices within an organisation will be conducted, resulting in a research report which will be presented to management.
Prerequisites: COM 102 Communication Theory; PRL 101 Public Relations I; PRL 212 Public Relations II

COM 336 Web Design (16 Credits) NQF 7

Web design is a study of creating a website from scratch using various methods. First the student will plan and design his site then gather tools to perform this task. The site will be built using web page services, HTML code, images, and other existing websites and available tools. This site will be made mobile after completion of the creation of the website. Once the initial design is completed, the site will be tested and the student will be taught how to maintain and promote it. The student will also be instructed on how to build the following: a blog using WordPress; a business site using a content management system; a multimedia website and a site using a Wiki.
Prerequisites: CPT 118 End User Computing I; CPT 125 End User Computing II

COM 343 Integrated Marketing Communication (8 Credits) NQF 7

This module involves an in-depth study of all the elements of the marketing communication mix (product, price, place and promotions) and the promotional or marketing communications (marcoms) mix and their implementation within an organisation. The promotional elements include advertising, personal selling, sales promotion, direct response marketing, publicity / marketing public relations, sponsorship, relationship marketing and interactive / internet marketing. Methods of evaluating the marketing communication effort are also addressed. A practical project will entail the creation of an integrated marketing communication’s plan for an actual organisation, based on a research survey to establish market needs.
Prerequisites: COM 102 Communication Theory; PRL 201 Public Relations I; PRL 212 Public Relations II.

COM 350 Group Dynamics (12 Credits) NQF 7

An experiential study of groups in process within organizations for the purpose of problemsolving and team building. Group dynamics is the scientific study of behaviour in groups to advance our knowledge about the nature of groups, group development, and the interrelations between groups and individuals, other groups and larger entities. The student will understand that communication is not just a tool that group members use, but that groups are best regarded as a phenomenon that emerges from communication. This module intends to directly apply existing theory and research to the learning and application of effective group skills.
Prerequisite: COM 102 Communication Theory

ENG 143 Studies in English (16 Credits) NQF 7

This module is a writing course designed to improve critical thinking, reading and writing skills. Students are required to pose and investigate and engage in academic inquiry as a process of positioning and developing their own ideas in relation to others. Students will learn to reflect,  critically, on their own reading, writing and research strategies as well as that of their peers when they engage in peer assessment. The social structure and communal concerns of our time are examined in the light of the literature studied. In this module, students develop purposeful essays and develop knowledge of academic writing conventions as they reflect on, assess, and revise their own reading and writing practices. By understanding the importance of language as a God-given ability, personal faith is expanded and developed in this module.
Prerequisites: ENG 142 Academic Writing; or ENG 111 Principles of English I and ENG 112 Principles of English II

LAW 318 Industrial Relations (12 Credits) NQF 7

A study of the theory and practice of industrial relations with the focus on: the South African Industrial Relations system, South African labour history, the legislative framework governing the employment relations, the State as an employer, the State as a regulator, Trade Unions and  Employer organizations, Basic Conditions of Employment Act, The Labour Relations Act, Employment Equity Act, Skills Development Act, Health and Safety Act, collective bargaining, industrial action, mergers and acquisition, grievance handling procedures, dispute settlement procedures, and discipline & dismissal procedures.
Prerequisite: MGT 141 Principles of Management

MGT 141 Principles of Management (12 Credits) NQF 6

This module is a study of principles of business management including an analysis of business policies viewed from the standpoint of management process and current issues in management. Topics covered include: the evolution of management thought, business environment, management functions, organization design, strategic planning, managing change, team building and managing business functions: production, marketing, finance, human resources and information management.

MGT 245 Human Resources Management (12 Credits) NQF 7

This module focuses on the context and functions of personnel administration in the organization; administration and management practices in human resource planning, recruitment, selection, advertising, induction, training and development; administration and management practices of job evaluation, performance appraisal, incentive systems, remuneration systems and compensation policies; management of labour turnover and absenteeism; flexitime administration; administration of social responsibility projects; and personnel audits.
Prerequisite: MGT 141 Principles of Management

MKT 220 Principles of Marketing (12 Credits) NQF 7

This module emphasizes concepts and issues underlying the modern practice of marketing. The role of marketing in the organization and society is examined. Module content includes marketing concepts, marketing environment customer relationship, marketing strategy, consumer behaviour, creating value for target customers, advertising and public relationship, direct and online marketing, and creative competitive advantage. The marketing process is analysed through the four main decision areas of products and services, distribution, promotion and pricing.
Prerequisite: MGT 141 Principles of Management

PRL 201 Public Relations I (12 Credits) NQF 5

An introductory module that emphasises the process and practice of public relations (hereinafter PR) in contemporary business and not-for-profit institutions. The scope, ethics, development and practice of PR is covered. Public relations in relation to communication, marketing, advertising and the promotional mix is clarified. The concepts in PR that are dealt with are: research, planning of a PR event, effective execution of an event and evaluation of public relations effectiveness. Effective print-ready messages for the mass media and electronic media are taught against the background of a real-life PR event.
Prerequisite: COM 102 Communication Theory

PRL 212 Public Relations II (12 Credits) NQF 6

Examines the characteristics of successful public relations campaigns. Emphasis is given to public relations planning and evaluating. Important areas of emphasis are the planning of effective responses to specific audiences before, during and after periods of crisis, as well as corporate identity programmes, industrial relations and corporate responsibility programmes.
Prerequisite: PRL 201 Public Relations I

PRL 310 Advanced Advertising (12 Credits) NQF 7

This module will cover basic advertising principles and practice; applications of these principles through the creation of advertising ideas, and advertisements for electronic and print media. The content is divided into four main parts: Part One covers the process of advertising and integrated brand promotion in business and society. Part Two deals with advertising planning by way of analysing advertising and integrated brand promotion environments. Part Three entails the preparation of the advertising message. Part Four comprises the placing of the message in conventional and new media.
Prerequisites: COM 102 Communication Theory; PRL 201 Public Relations I; PRL 212 Public Relations II

PSY 225 Industrial Psychology (12 Credits) NQF 6

Industrial psychology is the scientific study of human behaviour in the production, distribution and consumption of the goods and services of society. As an applied science, it has the further objective, apart from explaining behaviour, of providing practical guidelines towards predicting and controlling behaviour, with a view to  efficiency and human psychological welfare. This module offers a broad description and examination of the psychology of behaviour at work, including the major theories, their applications in the workplace and research investigations of both. The module will examine job analysis, employee selection, employee training, the performance appraisal process, worker motivation, job satisfaction, worker stress, communication and development, human factors in work design, and work conditions and work safety. A thorough understanding of social scientific research methods and current psychological research findings are emphasised.
Prerequisite: PSY 101 Fundamentals of
Psychology

Media Studies

BHS 245 Research Methodology & Design (12 Credits) NQF 7

This module gives study to the theory and application of the principles of social science research. It introduces students to the theory of science, examines epistemological claims of various approaches to knowing, and provides students with a rationale for the importance of social science research methods in communication and theology. The module addresses philosophical frameworks, methodologies, strategic planning, and ethical considerations involved in both basic and applied research. Upon successful completion of the module, students should be able to identify topics for inquiry, select the appropriate methods and designs for answering a chosen research question, and formulate a structured plan of research.

BHS 246 Research Project (8 Credits) NQF 7

This module equips the student with the tools and skills needed in order to become an innovative researcher. A complete research project will be undertaken and completed through the duration of the semester, consisting of the following: the formation of a research problem and objectives, writing up a literature review, the operationalization and development of a research design, data collection and analysis, and presentation of findings to both staff and students in the form of an open forum.
Prerequisite: BHS 245 Research Methodology & Design

COM 115 Photography I (8 Credits) NQF 6

This module covers the basics of photography with the emphasis on digital photography. Some topics covered include: simple image processing; different types of cameras and lenses; shutter speed ISO and aperture; how to get sharper pictures and basic composition skills. Towards the end of the module a photographic outing will be organised to an interesting local venue. The module aims to teach students basic still camera skills, the workings of digital cameras, elements of composition and an introduction to image processing software (Photoshop).

COM 208 Voice & Diction (12 Credits) NQF 6

Through vocal analysis and study of the production and differentiation of sound units in the English language, students identify and develop vocal strengths and identify and remedy vocal problems. By studying pitch, diction, volume, vocal quality and variety, expression and pronunciation, students learn how to use their voices to achieve maximum understanding. The second half of the module emphasises the understanding and application of vocal theory to develop voice and speaking skills – not only to communicate clearly but also as a means of making meaningful contributions to everyday life situations, and in career and community interaction. Students will develop the ability to speak with confidence and power. 

COM 212 Effective Presentations (12 Credits) NQF 6

This module is designed to assist the student to harness and develop the ability to present information so that individuality, thoughts, feelings and convictions can be conveyed to the audience optimally. Students will continue their study, and practice public oral presentations on subjects of their choice to an interdisciplinary audience. In addition to improving their public speaking skills, they will gain expertise in using presentation aids, analysing oral argument, assessing their own speaking skills, and evaluate the effectiveness of the presentations of others. Principles of persuasion and persuasive skills will also be addressed in order to help the student to be a better communicator.

COM 215 Photography II (12 Credits) NQF 7

This module will begin with a brief revision of Photography I, followed by more in-depth theoretical and practical applications. More time will be spent on the following topics: Aesthetics in photography; rules of composition; telling a story; understanding types of lighting; controlled studio lighting; special effects using aperture and shutter speed and flash lighting. Finally, some ethical and copyright issues will be addressed and tips on how to display and sell your photos on the internet. In conjunction with the theory, practical applications will be done. This includes the production of images for a final portfolio, a practical studio lighting workshop, looking at and speaking about photographs and manipulation and enhancement of digital images in  Photoshop.
Prerequisite: COM 115 Photography I

COM 222 Intercultural Communication (12 Credits) NQF 7

This module is designed to provide students with knowledge of and an understanding of intercultural theory and practice. As such, it builds intercultural competence, focuses on the application of intercultural theory and concepts, and on the development of skills which facilitate effective communication in intercultural contexts.

COM 241 Media Theory (8 Credits) NQF 6

This is a study of how media affects our popular culture and the lives we live. Beginning with the invention of mass communication and ending with the technology of the World Wide Web, students study each mass medium, using culture as a thematic approach to critically assess the role of media in our lives. By looking at the ownership, control, policy, theory, functions, effects and power of the media, the student needs to critically assess media culture, imperialism, terrorism etc.

COM 251 Media Production I (12 Credits) NQF 5

This module will equip Communication students with knowledge in television broadcasting. The students will learn how the television concept works from a mere light up to the small box in the living room when light is converted into pictures. The module will take students throughout the production steps in broadcasting right to the end product, which is the television programme the viewers watch in their homes.

COM 299 Work Integrated Learning (16 Credits) NQF 6

Supervised work experience in journalism, public relations, or another aspect of communication. A total of 160 clock hours of work experience is required to gain 16 credits. These hours should preferably be done in one location, but may be split up among more than one supervisor if necessary.
Prerequisite: Consent of WIL supervisor

COM 317 Media Writing I (12 Credits) NQF 6

This module includes approaches to developing students’ writing in a journalistic style. You will learn the basics of journalistic writing for various media (i.e. newspapers, radio, and television), public relations, press releases, basic features and editorials, the importance of the audience for any written communication, as well as the values of timeliness, objectivity and fairness critical to any communication career.

COM 318 Media Writing II (12 Credits) NQF 7

This module will build on what has been learned and practised in Media Writing I. Media Writing II focuses on media practice with a special focus on the different styles of writing ideally required for different genres. You will look at, analyse, practice and produce written pieces for print and the web, as well as programme outlines and
scripts for radio and television. Media Writing II is an intensely practical course and aims to provide you with the tools for sourcing and producing relevant stories. You will also look at the ethics lying behind balanced and responsible reporting.
Prerequisite: COM 317 Media Writing I

COM 320 Interpersonal Communication (12 Credits) NQF 7

Interpersonal communication as the primary element in human relationships is studied through variables of the communication process such as non-verbal communication, perception, semantics, and other aspects. An understanding of transactional analysis in communication will assist the student in improving interpersonal communication skills. Emphasis is placed on interpersonal skills for the workplace. Students examine components of interpersonal communication such as listening, perception, managing conflict, then apply specific strategies to build relationships. Discussions, research assignments and presentations will aim at the integration of faith as part of the learning experience, by focusing on Bible-based values and SDA beliefs.
Prerequisites: COM 102 Communication Theory; PSY 101 Fundamentals of Psychology

COM 330 Media Criticism (12 Credits) NQF 7

This module is a study of communication as a science, dealing with the process of expression, traffic and interpretation of messages. The module includes: basic structural and content analysis of communication; general media science; and the codes of communication. The importance of both the form and the content of the message will be qualitatively analysed. The module will present criteria for a Christian, rational, analytical evaluation of the mass media. The power of the media to manipulate attitudes and behaviour will be examined.

COM 336 Web Design (16 Credits) NQF 7

Web design is a study of creating a website from scratch using various methods. First the student will plan and design his site then gather tools to perform this task. The site will be built using web page services, HTML code, images, and other existing websites and available tools. This site will be made mobile after completion of the creation of the website. Once the initial design is completed, the site will be tested and the student will be taught how to maintain and promote it. The student will also be instructed on how to build the following: a blog using WordPress; a business site using a content management system; a multimedia website and a site using a Wiki.
Prerequisites: CPT 118 End User Computing I; CPT 125 End User Computing II

COM 343 Integrated Marketing Communication (8 Credits) NQF 7

This module involves an in-depth study of all the elements of the marketing communication mix (product, price, place and promotions) and the promotional or marketing communications (marcoms) mix and their implementation within an organisation. The promotional elements include advertising, personal selling, sales promotion, direct response marketing, publicity / marketing public relations, sponsorship, relationship marketing and interactive / internet marketing. Methods of evaluating the marketing communication effort are also addressed. A practical project will entail the creation of an integrated marketing communication’s plan for an actual organisation, based on a research survey to establish market needs.
Prerequisites: COM 102 Communication Theory; PRL 201 Public Relations I; PRL 212 Public Relations II.

COM 350 Group Dynamics (12 Credits) NQF 7

An experiential study of groups in process within organizations for the purpose of problemsolving and team building. Group dynamics is the scientific study of behaviour in groups to advance our knowledge about the nature of groups, group development, and the interrelations between groups and individuals, other groups and larger entities. The student will understand that communication is not just a tool that group members use, but that groups are best regarded as a phenomenon that emerges from communication. This module intends to directly apply existing theory and research to the learning and application of effective group skills.
Prerequisite: COM 102 Communication Theory

COM 353 Media Production II: Radio (12 Credits) NQF 6

This module will introduce students to the discipline of radio production and broadcasting. The students will learn how to write for radio, conceptualize ideas and formats for radio programming, as well as recording and editing sound broadcast console operation.
Pre-Requisites: COM 102 Communication Theory; COM 241 Media Theory; COM 251 Media Production I

COM 369 Media Production III: Video (16 Credits) NQF 7

This module will equip Communication students with practical knowledge in television broadcasting. Students will be required to practically demonstrate the three phases of production which are: Pre-production, Production, and Post-production. Students must be able to do the following as a way of making sure that they understand how television programmes are made: (a) Come up with a concept, plan the preproduction, budget, scouting, equipment needed, format of the programme, duration, library footage if any, location permission etc.; (b) Record the actual programme from arranging the interviews, B-Roll footage, re-enacted scenes if need be, lighting, directing, and packaging; and (c) Postproduction – students must be able to edit their own programmes, add basic graphics like Lower Thirds, music/sound track and closing credits.
Pre-Requisites: COM 251 Media Production I; COM 353 Media Production  II

ENG 143 Studies in English (16 Credits) NQF 7

This module is a writing course designed to improve critical thinking, reading and writing skills. Students are required to pose and investigate and engage in academic inquiry as a process of positioning and developing their own ideas in relation to others. Students will learn to reflect,  critically, on their own reading, writing and research strategies as well as that of their peers when they engage in peer assessment. The social structure and communal concerns of our time are examined in the light of the literature studied. In this module, students develop purposeful essays and develop knowledge of academic writing conventions as they reflect on, assess, and revise their own reading and writing practices. By understanding the importance of language as a God-given ability, personal faith is expanded and developed in this module.
Prerequisites: ENG 142 Academic Writing; or ENG 111 Principles of English I and ENG 112 Principles of English II

PRL 201 Public Relations I (12 Credits) NQF 5

An introductory module that emphasises the process and practice of public relations (hereinafter PR) in contemporary business and not-for-profit institutions. The scope, ethics, development and practice of PR is covered. Public relations in relation to communication, marketing, advertising and the promotional mix is clarified. The concepts in PR that are dealt with are: research, planning of a PR event, effective execution of an event and evaluation of public relations effectiveness. Effective print-ready messages for the mass media and electronic media are taught against the background of a real-life PR event.
Prerequisite: COM 102 Communication Theory

PRL 212 Public Relations II (12 Credits) NQF 6

Examines the characteristics of successful public relations campaigns. Emphasis is given to public relations planning and evaluating. Important areas of emphasis are the planning of effective responses to specific audiences before, during and after periods of crisis, as well as corporate identity programmes, industrial relations and corporate responsibility programmes.
Prerequisite: PRL 201 Public Relations I

PRL 310 Advanced Advertising (12 Credits) NQF 7

This module will cover basic advertising principles and practice; applications of these principles through the creation of advertising ideas, and advertisements for electronic and print media. The content is divided into four main parts: Part One covers the process of advertising and integrated brand promotion in business and society. Part Two deals with advertising planning by way of analysing advertising and integrated brand promotion environments. Part Three entails the preparation of the advertising message. Part Four comprises the placing of the message in conventional and new media.
Prerequisites: COM 102 Communication Theory; PRL 201 Public Relations I; PRL 212 Public Relations II

CURRICULUM : FOUNDATIONAL MODULES

BHS 151 Philosophy of Education & Service (8 credits)

This module explores the definition, nature and foundations of True Education and reflects upon issues that have deep significance for our lives as human beings. Traditional, modern and postmodern philosophies of education are examined and its influence and contribution to education at present are considered. The making of a world view is explored with regards to a Christian approach to philosophy and education. Included in this module is the rationale for community engagement, laying the foundation for students to actively participate in a service learning project in their local communities.

CPT 118 End User Computing I (8 credits)

This module develops mastery of both the alphabetic and numeric keyboarding on the computer by touch. Basic micro-computer skills will be presented. The emphasis is on accuracy and a minimum speed of 20 words a minute. Computerized diagnostic tests identify individual weaknesses and levels of proficiency. The module will introduce the basic functions of MS Word in typing simple documents.

CPT 125 End User Computing II (12 credits)

This module provides an in-depth study of
Windows, the Internet, E-mail, Word, Excel, Access and PowerPoint. In Word, students will learn; how to create Word documents, document concepts and terminology, how to modify documents, create letters, memorandums, newsletters, research papers, business cards, resumes, financial reports and a range of other documents that include multiple pages of text. In Excel, students will learn; how to create a professional-looking spreadsheet, enter data into spreadsheets and how to manipulate the data. In PowerPoint, the students will learn how to create a professional-looking electronic slide show, how to create speaker notes and print hand-out pages. In Access, the students will learn; how to create a database, add tables, fields and records to that database, and how to create queries, forms and reports using the tables in a database.
Prerequisite: CPT 118 End User Computing I

ENG 111 Principles of English I (16 credits)

English 111 is designed to prepare students for the writing that will be done in all  College modules. The module focuses on, amongst others, vocabulary, grammar which involves understanding the communicative function of sentences, understanding relations between parts of texts, metaphorical expressions and other important grammatical concepts. It aims to equip you with the knowledge, experience and skills necessary for the rigour of academic writing. Therefore, the module includes exercises on structure, mechanics, and instruction in the principles of composition.

ENG 112 Principles of English II (16 credits)

The module introduces the student to a broad spectrum of aspects in English study. It aims to develop and provide the student with practice in various writing skills, thereby enabling the student to write effectively in various academic disciplines. It promotes the use of critical thinking and serves to develop the skills of analysing, synthesizing, summarizing and reading from a critical perspective.
Prerequisite: ENG 111 Principles of English I

OR 142 Academic Writing (16 credits) [Based on National Benchmark Test score]

The module introduces the student to a broad spectrum of aspects in English study. It aims to develop and provide the student with practice in various writing skills thereby enabling the student to write effectively in various academic disciplines. It promotes the use of critical thinking and serves to develop the skills of analysing, synthesizing, summarizing, using grammar correctly, and reading from a critical perspective.
Prerequisite: Passing grade in National Benchmark Test (NBT)

HLD 122 Principles of Health (8 credits)

This module provides an introduction to health principles within the framework of the Scriptures, the Advent Health message and current medical practice. Principles of health will be examined in light of the learners understanding of healthy lifestyle practices and how these principles may be integrated into individual lifestyles and applied within the greater environmental and social contexts.

HLD 123 HIV/AIDS Education (4 credits)

This module provides a study on the key components surrounding HIV infection, care and management. In a country where more than 1 in 5 people are HIV positive, this module shares skills training for prevention, information dissemination and basic counselling in HIV and AIDS. This pandemic touches the lives and workplaces of every African; this module aims to help prevent, manage and mitigate the impact of HIV/AIDS both in the workplace and community.

PSY 101 Fundamentals of Psychology (12 Credits) NQF 6

This module provides the student with a broad introduction to the principal subject areas that make up the scientific study of human behaviour. The module is designed to lay a foundation of the structure and basic scope of psychology, helping the student to develop an understanding of psychological processes and how different fields encountered in subsequent modules are related. 

REB 117 Values, Character, & Personal Enrichment I (8 credits)

This module focuses on the importance of
values and character as essential ingredients of successful career and personal enrichment. In line with the mission of the institution to provide values-based education this module covers the values necessary in citizenship, workplace and in personal life. It also covers the values as outlined in the United Nations Charter, and the Christian worldview. The module further explores inward disciplines such as prayer and personal devotions; outward disciplines such as community engagement; and corporate disciplines such as stewardship of environment and abilities, and moral philosophy.

REB 217 Values, Character, & Personal Enrichment II (8 credits)

This module outlines the importance of values and how they are related to character and personal enrichment. These ideas are firstly examined as general concepts and secondly in relation to particular belief systems, specifically in the context of the Seventh-day Adventist Church. The module therefore also highlights the distinctive beliefs of Seventh-day Adventism and their practical worth for character development and personal enrichment in both private and public life.
Prerequisite: REB 117 Values, Character, & Personal Enrichment I

REB 317 Values, Character, & Personal Enrichment III (8 credits)

This module concerns itself with the values,
character development and personal enrichment acquired from studying the life of Jesus as revealed in the Gospels. It begins with a brief geographical and historical overview of the holy land. The module then focuses on the values, character development and personal enrichment enshrined in the life and teachings of Jesus Christ. These include the concepts of forgiveness, work ethic and honesty, caring for others, stewardship – caring for the environment, how to deal with stress and discouragement, and servant leadership. Students will also learn from the ultimate sacrifice which Jesus made. 
Prerequisite: REB 217 Values, Character, & Personal Enrichment II

SOC 101 Principles of Sociology (12 Credits) NQF 6

A study of the development of sociology as a social science focusing on: sociological theories, how social life is organized, social inequality, social institutions of human societies and change as a characteristic aspect of human societies.

Faculty & Staff

Rina Sharp
Dean, Faculty of Social Science and Education

Olivia Bomester
Senior Lecturer

Linda Griff-Griffiths
Junior Lecturer

Debbie Julies
Junior Lecturer

Rolf Naidoo
Senior Lecturer

Sherelle Naidu
Lecturer

Cornelle Odendaal
Lecturer

Carol Sutcliffe
Professor

Conrad Zygmont
Professor

Mieke Nel
Junior Lecturer

Contract Lecturers

Jilian Appollis
Contract Lecturer

Maryanne De Villiers
Contract Lecturer

Del Harebottle
Contract Lecturer

Gerda Kriel
Contract Lecturer

Colin Lawrence
Junior Lecturer

Thenjiswa Ntwana
Contract Lecturer

Celeste Prinsloo
Contract Lecturer

Charlene Reinecke
Associate Professor

Chrisna Richard
Contract Lecturer

Berenice Sauls
Contract Lecturer

Val Wildeman
Contract Lecturer

Tracy Wright
Contract Lecturer

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