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FACULTY OF HUMANITIESAND SOCIAL SCIENCE

LEARNER GUIDE

Module Title

Communication Studies 2

Module Code

ACCS211

Programme in which the module is offered

Diploma in Media Studies – ACMDP1

Year of offering

2nd year

SAQA Credits

15

NQF level

07

Name of Lecturer / Lecturers

MR. J.M. Magagula

TABLE OF CONTENTS

Page

2

1. DEFINITION OF TERMS 3

2. MODULE PURPOSE 4

3. MODULE OUTCOMES 4

4. TOPICS WITH SCHEDULING 5

5. NOTIONAL HOURS 7

6. ASSESSMENT PROCEDURES 7

7. MODE OF DELIVERY 7

7.1 Practicals 8

7.2 Tutorials 8

8. ASSESSMENT CRITERIA 8

9. ASSESSMENT METHODS 8

10. ASSESSMENT FEEDBACK 8

11. GUIDELINE FOR PRESENTING ASSIGNMENTS 8

12. REFERENCING STYLE 9

13. ASSIGNMENT COVER SHEET 9

14. PRESCRIBED READINGS, AND ADDITIONAL (RECOMMENDED)

READINGS 9

15. MATERIALS NEEDED FOR THE MODULE 9

16. COPYRIGHT AND PLAGIARISM 10

17. STUDENT SUPPORT 10

18. WORK INTEGRATED LEARNING (WIL) 11

19. QUALITY ASSURANCE ENHANCEMENT 11

20. RECORDING OF LECTURES 11

21. LECTURE ATTENDANCE 11

22. Table 1: Assessment Criteria Template 12

23. Table 2: Assignment Cover Sheet 13

24. Annexure A: Guidelines for Communication Science Students 14

1. DEFINITION OF TERMS

COURSE OUTLINES/SCHEME OF WORK/MODULE OUTLINE: Course/Module

outline/Scheme of work represent a contract between the lecturer and student stipulating the

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requirements for each course: its aims, learning outcomes, course requirements and

assessment.

LEARNER/STUDY GUIDE: A learner/study guide helps in organising lecture notes and

textbook material so that students can increase their comprehension and memory of large

amounts of information. Specific outcomes on topics covered, the summary of content, as

well as revision questions are included.

TUTORIAL: A tutorial is an interactive method of transferring knowledge in the learning

process. A tutorial seeks to teach by example and supply the information to complete a

certain task.

PRACTICAL: A practical is a lesson in which theories and procedures learned are applied to

the actual making or doing of something.

FORMATIVE ASSESSMENT: The goal of formative assessment is develop and monitor

student learning to provide ongoing feedback that can be used by lecturers to improve their

teaching and by students to improve their learning.

SUMMATIVE ASSESSMENT: The goal of summative assessment is to evaluate student

learning at the end of an instructional unit by comparing it against some standard or

benchmark.

GENERIC OUTCOMES: These are critical cross-field outcomes that inform all teaching and

learning as stipulated by SAQA Regulations.

Each module should enable students to:

work effectively as individuals and with others as members of a team;

organise and manage themselves and their activities responsibly and effectively;

identify and solve problems and make decisions using critical and creative

thinking;

collect, analyse, organise and critically evaluate information;

communicate effectively using visual, symbolic and/or language skills in various

modes;

use science and technology effectively and critically showing responsibility

towards the environment and the health of others; and

demonstrate an understanding of the world as a set of related systems by

recognising that problem solving contexts do not exist in isolation.

SPECIFIC/MODULE OUTCOMES: Learning outcomes are statements of what students will

learn in a lecture. Each lecture has its specific outcomes. The statements are focused on

student learning.

2. MODULE PURPOSE

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The purpose of this module is to provide learners with knowledge of the role of the

communication in Media in a global, cultural context, and international affairs, and to enable

them to research national and international flow of news and entertainment, the New

Communication and Information Order and international media communication policy.

3. MODULE OUTCOMES

Students will be able to:

Think clearly, critically, and creatively in response to communication problems.

Express their ideas in oral and written messages that are coherent, persuasive, and

ethical.

Demonstrate the communication skills necessary to engage in personal,

professional, civic and social relationships like HIV/AIDS.

Adapt oral and written messages to diverse audiences.

Analyse and evaluate verbal and nonverbal messages in differing social, political,

and cultural contexts in order to assess their effectiveness and

Demonstrate comprehension of significant issues in the history, theory, and criticism

of human communication.

4. TOPICS WITH SCHEDULING

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SCHEME OF WORK

WEEKS TOPICS

WEEK 1 08 – 12 February 2016

Introduction to Communication Studies 2 • Welcome • Overview of course and assessments • Learning outcomes • Guidelines and Rules

WEEK 2 15 – 19 February 2016

Defining communication

Defining an organisation

Internal communication (Workplace communication)

External communication (Public communication)

Settings of communication

Task Given Out 15 February 2016

Task (Group Assignment):

WEEK 3 22 – 25 February 2016

Theoretical approaches to organisational communication

Classical approach

Human resources approach

Human relations approach

Systems approach

Cultural approach

WEEK 4 29 February - 04 March 2016

The role of communication in organisations

Functions of communication in organisation

Barriers of effective organisational communication

Communication as an organisational tool

Organisational Structure

Downward Communication

Upward Communication

Horizontal Communication/ Lateral Communication

Diagonal Communication

WEEK 5 07 - 11 March 2016

Communication channels

Formal communication channels and

Informal communication channels

Organisational Chart/ Organogram

Hierarchies (Bureaucracy)

Organisational Communication Patterns

Flow of information and effect of structure on communication

07 MARCH 2016 PRESENTATION OF THE GROUP ASSIGNMENT

WEEK 6 14 - 21 March 2016

Communication networks/ Communication Flows

The circle

The Wheel

The Y

The chain Network

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The All-channel

Task Given Out 15 March 2016

Task (Group Practical Assignment):

EASTER & TEACHING RECESS: 25 MARCH – 01 APRIL 2015

WEEK 7 04 – 08 April 2016

I Individual communication roles in an organization

Impact of technology in organisations

Importance of Communication

Grapevine Communication

Feedback Communication

Communication Barriers

Effect of Communication Barriers

WEEK 8 11 – 15 April 2016

Overcoming Communication Barriers

Guidelines for effective communication

12 APRIL 2016 CLASS TEST 1

WEEK 9 18 April – 22 April 2016

Functions of Organisational Communication

The informative function

The regulatory function

The integrative function

The persuasive function

WEEK 10 25 April – 29 April 2016

The role of the communication specialist in the organisation

Communication for employee motivation

Communication strategy

Planning a communication strategy Organisations as systems

25 APRIL 2016 SUBMISSION OF GROUP PRACTICAL ASSIGNMENT

WEEK 11 03 – 06 May 2016

Organisational change

The process of change

Climate in organisations

WEEK 12 09 – 13 May 2016

Organisational change

Culture in organisations

Basis of organisational culture

12 MAY 2016 CLASS TEST 2

WEEK 13 16 – 19 May 2016

Revision and preparation for exam

EXAMINATION (SUMMATIVE ASSESSMENT) DATE: TBA

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5. NOTIONAL HOURS

Contact Study Notional Hours Self-Study Notional Hours Lecturers 45 Lecture related 15

Practical’s 30 Practical related 10

Fieldwork Assignments 20

Tutorials 5 Revision 20

Guided revision 5 Assessments

Total 85 Total 65

6. ASSESSMENT PROCEDURES

All class activities have been given weights which add up to 50%:

Assessment weighting: ACCS211

ASSESSMENT DUE DATE WEIGHT TYPE

1. Group Assignment 09 March 2016 15%

Form

ative

Asse

ssmen

ts

50

%

DP

2. Class Test 1 15 April 2016 15%

3. Group Practical 26 April 2016 20%

4. Class Test 2 09 May 2016 15%

5. EXAMINATION

TBA

50%

Sum

mat

ive

Asse

ssmen

ts 5

0%

7. MODE OF DELIVERY

Formal lectures

Practical’s

Tutorials

Guided revision

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7.1 Practicals

This module will include practical’s in the form of public speaking presentations,

group sessions.

7.2 Tutorials

This module will offer students tutorials. Dates and times will be discussed in class.

8. ASSESSMENT CRITERIA

The student will:

Write communication strategies demonstrating the ability to think clearly, critically,

and creatively in response to communication problems internally and externally of an

organisation.

Produce messages that are coherent, persuasive, and ethical.

Speak at professional, civic and social gatherings.

Critically analyze and evaluate verbal and nonverbal messages in differing social,

political, and cultural contexts in order to assess their effectiveness

Lead productively in groups and teams assignments.

9. ASSESSMENT METHODS

Group Assignment

Group Practical Assignment

Tests and Exams

10. ASSESSMENT FEEDBACK

Feedback will be provided within 14 days of submission. Feedback sessions and revision

will be provided so that students will gain clarity and attention will be paid to areas

students find difficulty.

11. GUIDELINE FOR PRESENTING ASSIGNMENTS

Arial is the official font chosen by the university. Use 12 Point font, 1.5 line spacing

unless stated otherwise by the lecturer. Sizes of pages and margins will be

communicated to the student by the lecturer in class. Use the university approved

assignment cover page.

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12. REFERENCING STYLE

Kindly follow the Harvard referencing style. Visit

https://www.staffs.ac.uk/assets/harvard_quick_guide_tcm44-47797

13. ASSIGNMENT COVER SHEET

Use the university approved assignment cover sheet to submit your assignments.

14. PRESCRIBED READINGS, AND ADDITIONAL (RECOMMENED)

READINGS

Prescribed Text Book: Richard Blundel, Kate Ippolito, David Donnarumma. 2013.

Effective Organisational Communication: Perspectives, Principles and Practices. 4th

edition. Pearson.

Reference Books: Katherine Miller . 2011. Organizational Communication:

Approaches and Processes. 6th edition. Cengage.

15. MATERIALS NEEDED FOR THE MODULE

ONLINE SUPPORT AND MATERIAL

Please make use of the Faculty LMS – Moodle

Kindly log onto http://arts-online.unizulu.ac.za/ and register for the class

Communication Studies 2 – ACCS211 (Department of Communication Science)

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using the enrolment key provided in class. Please download the support material

provided which includes:

Study guides

All assessments and rubrics.

PowerPoint presentations used in class.

Further readings: journal articles and presentations.

Case studies (including questions).

16. COPYRIGHT AND PLAGIARISM

Students cannot use another person’s material without citation and reference. The legal

repercussions of plagiarism can be quite serious.

Kindly refer to the policy and procedures on managing and preventing acts of plagiarism

in The University of Zululand calendar (Annexure B).

17. STUDENT SUPPORT

Identifying at risk students

Dynamics such as university-related factors, family and community factors, and personal

factors play a pivotal role in identifying students at risk. The lecturer under the guidance

of the HOD will assess the student’s position taking into consideration the highlighted

factors and provide ongoing support to help optimise the student’s ability to perform

better in class.

Strategies to assist at risk students

Continuum of Instructional Supports for Addressing Student Diversity

Peer assisted sessions (collaborative teaching)

Support groups (i.e. social, financial and health issues)

Use of blended learning

Use of tutors

Consultation sessions

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18. WORK INTEGRATED LEARNING (WIL)

Work integrated learning (WIL) is a purposeful, organised, supervised and assessed

educational activity required for the completion of the programme that integrates

theoretical learning with its applications in the workplace.

The modules within the Department of Communication Science equip students with a

vast range of theoretical and practical skills that they will implement in the workplace.

19. QUALITY ASSURANCE ENHANCEMENT

Feedback from students enables the lecturer to enhance the quality and content of the

module. The following feedback mechanisms will be used:

Feedback session in class.

Questionnaires at the end of the module.

Interviews with students.

Feedback activities with class representatives.

Student’s assessment performance.

Students’ exam performance.

Student evaluation conducted by the quality assurance team at the University of

Zululand.

20. RECORDING OF LECTURES

Prior consent to be obtained from the lecturer.

21. LECTURE ATTENDANCE

You are required to attend not less than 80% of lecturers.

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Table 1: Assessment Criteria Template

Learning outcomes Assessment criteria Assessment methods

Students will be able to:

Think clearly, critically, and

creatively in response to

communication problems.

Express their ideas in oral

and written messages that

are coherent, persuasive,

and ethical.

Demonstrate the

communication skills

necessary to engage in

personal, professional, civic

and social relationships like

HIV/AIDS.

Adapt oral and written

messages to diverse

audiences.

Analyse and evaluate verbal

and nonverbal messages in

differing social, political, and

cultural contexts in order to

assess their effectiveness

and

Demonstrate comprehension

of significant issues in the

history, theory, and criticism

of human communication.

The student will:

Write communication

strategies

demonstrating the

ability to think

clearly, critically, and

creatively in

response to

communication

problems internally

and externally of an

organisation.

Produce messages

that are coherent,

persuasive, and

ethical.

Speak at

professional, civic

and social

gatherings.

Critically analyze

and evaluate verbal

and nonverbal

messages in

differing social,

political, and cultural

contexts in order to

assess their

effectiveness

Lead productively in

groups and teams

assignments.

Group Assignment

Group Practical

Assignment

Tests and Exams

(Please refer to the

assessment weighting table

on page 7 for tentative

dates).

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Table 2: Assignment Cover Sheet

FACULTY OF --------------------------------------------------------------

DEPARTMENT OF--------------------------------------------------------

ASSIGNMENT COVER SHEET

Student Name

Student Number

Module Title

Module Code

Assignment Topic

Due Date

Name of Lecturer

Lecturer’s Remarks

FINAL %

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Annexure A: Guidelines for Communication Science Students

University of Zululand

Guidelines for Communication Science Students

1. Ensure that you are correctly registered. It is the students’ responsibility to ensure that you are

registered for the correct modules.

2. It’s important that you don’t lose your PROOF OF REGISTRATION

3. Editions to your registration will only be done within the first two weeks of registration.

4. Attend only the modules that appear on your proof of registration. Students are not allowed to

attend lectures if they are not registered for a module.

5. If you have obtained a mark of 40% to 49% in your final score (assessments plus

examinations), you are entitled to write the supplementary examinations.

6. You may be allowed to write supplementary examinations if you have been VERY sick during

the examinations. You will be required to produce a medical certificate.

7. SUPPLEMENTARY EXAMINATIONS WILL BE WRITTEN AT THE END OF EACH

SEMESTER (NOT IN THE NEXT SEMESTER). Please do not leave campus soon after your

examinations. Check that all your problems are sorted out before leaving campus. Dates for

supplementary examinations will be posted on departmental notice boards.

8. Students will not be allowed to write two supplementary examinations. No matter what the

reason is, you will only be given ONE SECOND CHANCE to rewrite an examination (only if you

qualify to do so). If you wish to re-write after you have already written a supplementary

examination, YOU WILL HAVE TO RE-REGISTER the module.

9. If you have missed a supplementary examination, you must re-register for it.

10. If you have been found guilty of copying you will be suspended from this institution (and other

institutions) for a period of two years. We cannot do anything to minimise the sentence.

11. In order to pass a module you must submit all assignments timeously and write all tests and

examinations. You must also attend AT LEAST 80% of the lectures. This is NOT A PART-TIME

university. The Department of Communication Science will NOT issue academic records.

12. The Department of Communication Science is NOT a printing centre. DO NOT bother the

lecturing staff to do your printing