REGULATIONS FOR THE POSTGRADUATE DIPLOMA IN STRATEGIC COMMUNICATION STUDIES (PGDSC)
PURPOSE OF THE PROGRAMME
To develop knowledge, skills and competencies in the field of communication relevant to various employment capabilities and careers in the world of work and society. To prepare students for further studies and lifelong learning in the field of Communication.
2.0 ENTRY REQUIREMENTS
A good honours degree in the field of English/Linguistics or Communication.
3.0 PROGRAMME CHARACTERISTICS
3.1 AREA OF STUDY: Communication
3.2. SPECIALIST FOCUS: Communication theory, business communication, public relations, public communication, practical aspects of communication, discourse, communication technology
3.3 ORIENTATION: Research and innovation-oriented. Teaching and learning are professionally oriented and focused on both theoretical and practical aspects.
3.4 DISTINCTIVE FEATURES: The programme builds on communication needs in Zimbabwe and abroad and focuses on knowledge development and application using a student-centred approach
4.0 CAREER OPPORTUNITIES AND FURTHER EDUCATION
3.1 Careers as public relations practitioners, researchers, consultants, liaison officers, marketing practitioners, publishers, editors, advertisers and translators
3.2 MA studies in Communication or related fields.
5.0 PROGRAMME DELIVERY
Lectures, tutorials, seminars, group work, research projects, individual independent study.
PROGRAMME STRUCTURE
Level 1 Semester 1
| Code | Module Description | Credits |
|---|---|---|
| DSC 601 | Concepts in Communication | 15 |
| DSC 602 | Public Relations Communications | 15 |
| DSC 603 | Research Methods in Communication | 15 |
| DSC 604 | Strategic Writing | 15 |
Elective Modules
| Code | Module Description | Credits |
|---|---|---|
| DSC 605 | Web and Mobile Communication | 15 |
| DSC 606 | English for Specific Purposes | 15 |
| DSC 607 | Discourse Analysis | 15 |
Level 1 Semester 2
| Code | Module Description | Credits |
|---|---|---|
| DSC 608 | Communication Technology | 15 |
| DSC 609 | Advertising | 15 |
| DSC 610 | Communication Planning | 15 |
| DSC 611 | Communication Ethics | 15 |
| DSC 620 | Research Project | 30 |
Elective Modules
| Code | Module Description | Credits |
|---|---|---|
| DSC 612 | Public Speaking | 15 |
| DSC 613 | Health Communication | 15 |
| DSC 614 | Occupational Discourse | 15 |
MODULE SYNOPSES
DSC 601 Concepts in Communication
The module introduces the subject of communication by focusing on the major concepts, ideas and key terms on the subject. In this regard, the module provides definitions, milestone points and prominent scholars on communication.
DSC 602 Public Relations Communication
This module focuses on the theoretical and practical elements of Public Relations Communication. Emphasis is placed on the various communication efforts made by organisations to endear themselves to their public and how they utilise new communication technologies in this regard.
DSC 603 Research Methods in Communication
This module equips students with skills in conducting research that is aimed at producing knowledge about human communication. Students shall learn the various scientific procedures for carrying out research in the field of communication.
DSC 604 Strategic Writing
This module stresses the importance of writing to achieve specific organisational goals. Among the texts students shall learn include annual reports, managerial speeches, news releases, flyers and pamphlets. Students shall also learn how to prepare oral presentations and news conferences.
DSC 605 Web and Mobile Communications
In this module, students learn important terminology and principles of communication enabled by networked telephones and computers. It provides an opportunity to examine the significance of talking, texting or sending data over wireless networks and how these can be managed. The evolution of language accompanying these communications is also a key point of discussion.
DSC 606 English for Specific Purposes
The module educates students on the variants of English as a language. It proceeds by examining the uses of English in such areas as academia, law, medicine and business by dwelling on the salient features of each usage.
DSC 607 Discourse Analysis
The module examines linguistic units larger than the sentence, including conversational structure, speech acts and the ethnography of speaking. Drawing insights from language theories, it equips students with conceptual insights on the use of language in real-life situations.
DSC 608 Introduction to Communication Technology
The module provides an overview of new communication technologies and how they are changing the face of communication between individuals, groups, organisations, communities and nations.
DSC 609 Advertising
The module looks at patterns, practices, processes and channels of advertising as targeted communication. It looks at the nature and types of advertising, particularly how organisations use various codes to create messages to sell products and services.
DSC 610 Communication Planning
The module looks at the reasons for and benefits of systematic communications planning, the steps involved in creating short-term and long-term communication plans and the factors to consider in preparing plans. Students shall be exposed to different communication planning models.
DSC 611 Communication Ethics
The module focuses on the ethical issues that impact on communication processes in organisations. Honesty, privacy, copyright, confidentiality and respect are just some of the issues that shall be discussed.
DSC 612 Public Speaking
Through simulations of real-life oral presentations and addresses, the module focuses on the principles and techniques for speaking in public. The module emphasises the use of language, the structure and effective delivery of ideas, register, non-verbal communication, audiences and the use of supporting evidence in public speaking.
DSC 613 Health Communications
This module provides an understanding of the practice of communicating promotional information on health to communities during public health campaigns in communities, health education in schools and between doctors and patients. The module emphasises how messages are structured, the channels used to convey these messages and the ethical implications involved in such communications.
DSC 614 Occupational Discourse
The module examines language use in several Zimbabwean professional contexts such as academia, law, medicine and business. Emphasis is on the variants of English in different set-ups.
DSC 620 Research Project
In this module, the student is expected to demonstrate the independent ability to formulate a research idea related to the field of strategic communication as explored in the various modules covered, crafting research questions/objectives, choosing an appropriate methodology, deciding on a research sample, identifying relevant data gathering techniques and conducting research with the guidance of an academic supervisor. The dissertation will be expected to be between 5000 and 6500 words or 15 to 20 pages of font 12 with double line spacing and it should be in the area of English and Communication.