The Bachelor of Applied Communication Management Degree is a structured undergraduate qualification, which requires students to complete all of the following modules currently offered by the Communication Department. In addition to these modules, the degree requires an additional prescribed bouquet of modules offered by other departments in the faculty. Where Communication is taken as a Major in a Bachelor of Arts or a Bachelor of Social Science Degree, only the ‘CMS modules’ are registered. Please note that the structured Communication degree will be phased out beginning in 2014. Communication will continue to be offered as a Major in the B.A. and B.Soc.Sci. undergraduate degree structures, but new and updated modules will be offered in place of these below (the current syllabus).
CMS110 Introduction to Human Communication
Purpose: To introduce students to the nature of human communication, its components and purposes.
Contents: Principles and practices of communication, language and verbal interaction, nonverbal communication, the self and perception. The emphasis is on interpersonal communication, intercultural communication, interviewing, and an introduction to mass communication.
CMS120 Introduction to Various Levels of Communication
Purpose: The module covers the range of theoretical and practical areas in communication theory.
Contents: Intrapersonal, interpersonal, small group and mass communication are the main topics covered here. Other elements include public speaking, persuasion and questions of organization.
CMA111 Business Communication
Purpose: The module seeks to provide a broader understanding of effective communication (written and oral) and its importance in the business environment.
Contents: The components of the basic communication models, communication channels within an organisation, oral and written communication in business, introduction to public relations and marketing communication.
CMA122 Introduction to Media Production
Purpose: This course is designed to introduce communication students to the process of mass communication production with an emphasis on public relations.
Contents: The nature and practices of print and electronic media, news reporting, basic audio-visual production, desktop publishing, and New Media technologies.
CMA123 Introduction to Corporate Communication
Purpose: The module introduces students to the broad field of corporate communication.
Contents: Theoretical approaches to public relations, functions of public relations, PR as management and communication functions, corporate qualities and the role of public relations, advertising and its role in marketing.
CMS211 The Basics of Organisational Communication
Purpose: To the study the communicational principles and theories pertaining to organisational constitution and stability.
Content: Theoretical approaches to organisational communication, formal and informal channels of communication, information flows, communication networks, leadership and leadership styles in organisations.
CMS212 Mass communication theory
Purpose: The module seeks to provide students with an understanding of mass communication theory.
Contents: Models of mass communication, the theoretical analysis of the effects and power of mass communication, roles and functions of media, and different media effect theories.
CMS223 Intercultural Communication
Purpose: The module seeks to orient students to the importance of intercultural communication.
Contents: Introduction to forms of intercultural communication, cultural diversity and communication, and the socio-cultural and psycho-cultural influences on intercultural communication.
CMS224 Development Communication
Purpose: The module introduces students to the place communication holds in development processes.
Content: Development communication theories, participatory communication and development, development communication in the SA context.
CMA211 Media Production Skills
Purpose: To acquaint learners with the skills, techniques and applications in various media productions practices.
Content: Semiotic analysis, audio editing, video editing and other uses of visual media.
CMA221 Marketing and Corporate Communication Management
Purpose: To orient students principally to the concepts of integrated marketing communication (IMC).
Content: Defining and identifying IMC elements, strategic communication processes, and corporate communication as a strategic management function.
CMS311 Media and Society
Purpose: To orient students to the ways in which media operate in and influence society.
Content: The South African media landscape, the political economy of the media, ownership and control of the media, ideology, hegemony, representation, globalisation and the information society.
CMS323 Communication Research Methods
Purpose: The course sets the foundations for communication research techniques developed at the Honours and Masters levels.
Contents: Basic communication research methods, identifying steps in the research process, applying research design and data interpretation.
CMA311 Advertising as marketing communication
Purpose: To understand marketing advertising communication processes.
Contents: The module covers the foundations of the advertising and marketing industry, ethical and theoretical concerns, the advertiser-agency relationship.
CMA312 Corporate Communication Practice
Purpose: The course acquaints students with strategic management in organisation.
Content: Key areas of corporate communication, strategic management, media relations, stakeholder management and corporate publics, crisis communication and management.
Purpose: This course introduces students to basic skills needed for a career in journalism.
Content: Definition and scope of journalism, the nature and characteristics of news, the news writing process, researching news sources, questioning and interviewing skills, and more.