Undergraduate

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. 

CMS110 Introduction to Human Communication

Purpose:  To introduce students to the nature of human communication, its components and purposes.
Contents: Preliminaries to human communication, principles of communication, language and verbal interaction, nonverbal communication, the self and perception, preliminaries to interpersonal communication and relationships, preliminaries to intercultural communication, interviewing, introduction 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.

CMA125 Indigenous Language Media

Purpose:  This module aims to expose students to the concept and history of indigenous language media. Students understand the various types of indigenous language media, as well as their challenges and prospects. It provides learners with student to conduct indigenous language analysis.
Contents: The module covers the Indigenous language media ecosystem (history, challenges, viability); indigenous language media organisational models; Opportunities for sustainability; Types of indigenous language media (folk theatre, oral media, newspapers, radio, blogs/vlogs); Role of Indigenous language media in identity construction and language preservation. Indigenous Communication Role in Health Promotion Indigenous language media and the challenge of Artificial Intelligence and digital media

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.

CMA114 Introduction to Corporate Communication

Purpose:   The module aims to introduce students to the broad field of corporate communication. Methods organisations use to communicate with internal and external audiences It examines the role of today’s public relations practitioner and aims to understand the various publics that are served through public relations/ corporate communication
Contents:  Defining corporate communication concepts, tenets, and processes. Methods organisations use to communicate with internal and external audiences (newsletters, videos, infographics, memos, media, social media) Objectives and benefits of corporate communication (manage brand perception; build and influence desired behaviours among all stakeholders) Corporate image versus corporate identity Defining Public Relations (Objectives and scope of P.R.; essential and principles of P.R.; proactive versus reactive P.R.) Types and Publics of P.R. (Media relations. Community relations. Internal communications. Crisis communications. Public Affairs, etc.; internal and external publics) Role of ICT in corporate communication. Other aspects of P.R. (Issue PR, ethics, laws, lobbying, advocacy communication, etc.) Crisis communication (handling crisis in business) Theoretical Approaches to Public Relations

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.
 

CMA323 Journalism
 

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.