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What’s it all about?

Are you interested in a business and corporate communication career? Whether as a campaign, media, HR or PR manager, company spokesperson, negotiator or communication strategist, you need the ability to curate, manage, present and disseminate information in engaging, relevant and appropriate ways! With new digital career paths reshaping our world, job opportunities are accelerating at an exponential rate.

This new diploma is unique in that it provides a solid managerial base, common to all the existing one-year postgraduate diplomas in the School of Management Studies (SMS), coupled with an array of business communication specialisations.

So, how does this work? The diploma comprises ten courses: three management courses which are taken by all the diploma specialisations, two existing electives chosen from a list of five and five brand new business and corporate communication courses as detailed below. Specialist lecturers in the School offer the management core curriculum and electives while lecturers from the Professional Communication Unit (PCU) take the reins of the business communication courses.

Why become a communication professional?

The need for well-educated managers at all levels of organisations and within all sectors is well-documented. According to a recent Manpower Talent Shortage survey, the situation is getting worse with organisations finding it increasingly difficult to fill managerial positions. A dearth of suitably qualified business and corporate communication managers also exists in South Africa and the continent and this qualification will contribute towards filling these shortages. It allows you to improve and strengthen your understanding of current business and managerial imperatives at both micro-and macro-levels. Coupled with this, you will specialise and deepen your knowledge in various sub-disciplines associated with professional communication in the commercial, industrial and public sectors of the economy. 

Who should apply?

If you hold an advanced diploma or undergraduate degree (level 7), then you’re eligible to apply. Recognition of prior learning (RPL) and relevant practitioner experience will also be considered – all candidates will be considered on their merits. 

What’s the core Business Communication curriculum?

Business and Corporate Communications: Theory and Practice

  • explore, highlight and debate various business and corporate communication theoretical frameworks and issues apt for the 21st century;
  • review the literature in the field to enhance your scholarly knowledge and insights;
  • apply these theoretical frameworks and strategic concepts to practical instances within various business and institutional domains to test your knowledge and contribute to these debates.

Team Communication and Management

  • manage people effectively and collaboratively in a variety of organisational contexts;
  • recognise the relationship between group dynamics and effective decision making;
  • foster creative individual and group problem-solving;
  • explore and critique notions of leadership, both personal and organisational;
  • deliver convincing individual and team presentations to an array of prospective clients;
  • manage formal and informal meetings and brainstorming sessions.

Campaign Communications and Reputation Management

  • develop your theoretical grounding in traditional and digital communication channels;
  • apply these modes, media and channels of communication appropriately for maximum impact;
  • develop analytical and evaluative abilities to review effectiveness of corporate events and campaigns;
  • manage the media, public relations, reputational risks and legal regulations and liabilities related to the event and deal with any crises that may arise.

Intercultural and Diversity Management

  • explore various notions of communication within and between cultures in order to understand the verbal, non-verbal and visual differences that may create misconceptions and misunderstandings internally and externally;
  • debate various theoretical and practical frameworks and social constructs that underpin diversity in all its forms and contribute to diversity literacy and transformation;
  • analyse ways in which diversity hierachies and institutional oppressions are mediated by class inequality and varied in specific social contexts.

Persuasion in Multimodal Discourses and Domains

  • develop your theoretical grounding in persuasion, argumentation and scenario pedagogy and learning (SLP);
  • explore the concepts of multimodality and social semiotics including metafunctions (systemic functional grammar) and multiliteracies;
  • critique various verbal and visual modes, media, genres, discourses, domains and sites of display;
  • identify and select appropriate traditional and digital modes and media for meaningful message delivery and dissemination.

What’s the Management core curriculum?

  • Effective People Practice
  • Organisation and Management
  • Business Research and Communication (also run by the PCU)

If you don’t have a commerce background you will also need to take two non-credit courses.

  • Managerial Finance
  • Marketing 1

What’s the elective curriculum?

You only need two!

  • E-Marketing
  • Strategic and International Marketing (if you’ve done Marketing 1 or equivalent)
  • Integrated Marketing Communication
  • Introduction to Project Management
  • Event Management

Applications - Close 31 January 2019

To apply please visit :  

For further enquiries please contact:

Ms Claudia Kalil
Tel: +27 (0)21 650 3410

Ms Nyameka Nongwe
Tel :  +27 (0)21 650 3409
Email :


Professional Communication Unit
4th floor, Leslie Commerce Building
Upper Campus, University of Cape Town