This module is positioned as an entry-level postgraduate module and not as an advanced level or practical application of undergraduate theory. The module content is more abstract than many other subjects, since KPK 780 provides the foundation for Strategic communication management (SKO 780), Development communication (OWK 780) and International communication (INK 780). This module provides a sound theoretical/philosophical foundation for understanding current and emerging trends in the theory and practice of corporate communication management. Specific emphasis is placed on the difference between modern and postmodern approaches to this field of study, contrasts between European, American, Asian and African theory and practice, and the influence of seminal research projects like the “EBOK” and “Excellence” studies on practice. The role of professional and subject-related associations within this globalised field of study is also explored. The purpose of this module is to empower students to critically evaluate current and emerging theories/views through regular class debates and other forms of critical thinking. This module also provides a broad theoretical foundation in preparation for future master's degree studies. This includes emphasising the nature of theory and the components of a meta-theoretical framework for a specific research question.
In terms of the primary learning outcomes of the module the student will be able to:
• disseminate information from relevant theories, models and paradigms of CSR and Development Communication;
• apply scientific reasoning to critically evaluate existing corporate social responsibility and development communication case studies and lessons learnt from them;
• understand the importance of the strategic management of corporate social responsibility;
• work effectively with others as a member of a group;
• work effectively as an individual during self-study;
• stimulate cross-functional communication and management abilities;
• demonstrate and understand that the world is a set of related systems and that problem-solving does not exist in isolation;
• understand the importance of sustainable development for companies; and
• evaluate an actual South African case study around a particular social responsibility/development project.
*Only for BComHons Communication Management students
The objective of this module is to provide a conceptualisation of the role of corporate communication in the strategic decision-making process. It also addresses the overlapping and complementary areas of communication management with other fields of study in the management sciences.
Some of the topics that you will be introduced to are:
* The corporate communication manager's contribution to strategic management
* The role of communication management in the identification and management of strategic issues in the internal, task and macro environment of the organisation
* The positioning and introduction of a corporate communication strategy
* How the strategic management of communication can assist in achieving corporate goals such as innovation (by creating a culture of creativity), productivity, rationalisation, a new corporate culture, and global competitiveness
* The crucial role of communication management in identifying and managing strategic stakeholders and problematic publics
* The responsibility of corporate communication in identifying and changing asymmetrical worldviews in the organisation
* Important research in the field
* The experience of and relationships with top management.
Module evaluation is continuous and includes individual class tests, group presentations, projects and participation in class discussions.
The focus in this module will be on the fundamental processes, principles and techniques necessary to design, conduct, interpret and implement relevant quantitative and qualitative research in the broader field of communication management and public relations.