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COM3036 - Strategic Communication/Public Relations Practice

6 points, SCA Band 1, 0.125 EFTSL

Undergraduate Faculty of Arts

Leader: Dr Linda Venter, South Africa


Not offered in 2007


As for COM2036


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. Students completing this unit will be expected to demonstrate in written work a more sophisticated grasp of interpretive issues raised in lectures, tutorial discussions and their own wider reading. They will also be required to provide more references for written assignments.


Tutorial component (oral presentation, attendance and participation):20%;
Individual Case study/assignment(1150 words): 25%;
Compilation of practical work portfolio 10%;
Examination (2 hours, 2000 words): 45%