units

AZA2435

Faculty of Arts

Undergraduate - Unit

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 1, 0.125 EFTSL

To find units available for enrolment in the current year, you must make sure you use the indexes and browse unit tool in the current edition of the Handbook.

LevelUndergraduate
FacultyFaculty of Arts
Organisational UnitSchool of Social Science, South Africa
OfferedNot offered in 2013
Coordinator(s)TBA

Synopsis

This unit deals with the fundamentals of strategic communication/public relations practice, including key critical constructs and concepts, definitions, history, scope, and the underlying theories of its study and practice. Ethical issues and laws that affect the practice of strategic communication/public relations are covered in addition to basic competencies in planning, implementing and evaluating a programme. Introducing actual management processes there is a focus on effective interpersonal and cross-cultural communication, and crisis management the unit also includes an exploration of internal/employee, government, media and industrial relations.

Outcomes

The unit provides students with an understanding of the nature, scope, and functions of strategic communication / public relations practice within societal settings in South Africa and globally; a comprehension of how strategic communication / public relations practitioners build and maintain relationships in changing environments; and competencies to formulate and plan strategic communication / public relations programmes, including research, communication and evaluation processes. It focuses on the role of values, laws and ethical principles in the industry and the opportunities and challenges that new communication technologies offer.

Assessment

Individual Case study/assignment(1150 words): 25%;
Compilation of practical work portfolio 10%;
Examination (2 hours, 2000 words): 45%

Chief examiner(s)

TBA

Contact hours

One 1-hour lecture and one 1-hour tutorial per week
Eight hours independent study per week

This unit applies to the following area(s) of study

Prohibitions

ATS2435, ATS3435, AZA3435