Understand, identify and apply concepts of communication theory
Understand text and apply appropriate communication principles as well as style, tone and choice of language to writing of business correspondence.
Demonstrate an understanding of the dynamics of groups and the procedures involved within an organization.
Demonstrate a knowledge of the formats for talks and oral presentations in a written format.
Understand and demonstrate the different graphic communication techniques available.
Demonstrate an understanding of the elements of advertising.
Subfield: Public Relations
Understand the background and context of communication.
Demonstrate a knowledge of common definitions of public relations
Explain the purpose of public relations
Demonstrate a background knowledge of the milieu within which the profession of public relations has developed.
Explain the reasons for practising public relations at all, as well as illustrate the high degree of responsibility all organisations must accept for the effects of their actions on the societies in which they operate
Describe the way in which the public relations profession regulates itself.
Explain both the purpose of public relations activities as well as how particular public relations techniques are used to achieve particular aims and objectives of the organisations concerned.
Explain why an organisation should want to employ the services of a public relations practitioner in terms of what purposes professional practitioners are expected to fulfil.
Describe what technical tasks professional public relations people need to be able to do to achieve those purposes.
Explain what academic, experiential and professional qualifications are needed, as well as what kind of person will succeed in the profession.
Identify, and describe the nature of the many different forms of communication media available to the public relations practitioner. Learners should be able to point out the functional differences between those communication media with similar characteristics.
Draw a diagram clearly showing that public relations practice is a systematic and methodical process requiring the completion of specific steps, each of which covers a number of different actions.
Subfield: Administrative Practice
Explain how corporate personalities make use of individuals to think and act for them.
Identify and explain the proceedings at a general meeting.
Demonstrate an understanding of administrative practice with regard to meetings of clubs and companies
Draft minutes of meetings and write resolutions
Identify extracts from minutes
Describe the procedure at meetings other than clubs and companies
Define the term defamation and explain the defences that may be raised against accusations of defamation in meetings
Describe the conduct of a close corporation
Describe the conduct of a trust
Subfield: Business and Office Administration
Demonstrate an understanding of the role and function of a secretary in the organisation
Use the telephone as a resource in business
Demonstrate competence as a receptionist
Demonstrate competence in handling correspondence and mail.
Understand the principles of reprography
Demonstrate competence in records management
Draft documentation relating to meetings
Demonstrate an understanding of security measures in a range of situations
Subfield: Financial Accounting
The business forms relevant to bookkeeping and accounts
Apply fundamental accounting equations
Understand the basic account cycle
Use the double entry system
Complete books of account
Calculate depreciation and disposal of assets
Apply the principles for vat
Manage stock and stock valuation
Draw up control accounts including salary control accounts
Draw up income statements
Draw up a balance sheet
Subfield: Cost and Management Accounting
Identify and understand the basic concepts of Cost and Management Accounting
Apply the principles of stock control.
Know the various methods of labour remuneration and the functions required for efficient labour administration.
Identify overheads, both fixed and variable.
Determine, apply and analyse overhead allocation.
Distinguish between Process and Job Costing.
Calculate equivalent units in an enterprise using a first-in-first-out method or a weighted average cost method.
Determine the profit of a task or job and deal with over- or under-applied overheads.
Explain the characteristics of long-term contracts.
Draw up contract accounts.
Demonstrate an understanding of how computers are used in an enterprise for Cost and Management Accounting
Make accounting entries in the general ledger to cover all aspects of these concepts.
Demonstrate the ability to allocate and apportion overheads to calculate rates of recovery.
Use these rates to calculate recoveries, and know how to treat under- or over-recoveries.
Demonstrate the ability to prepare budgets resulting in the budgeted income statement and balance sheet
Demonstrate the ability to flex a budget
Evaluate the necessary capital budgets.
Identify revenue and cost curves and demonstrate ability to highlight marginal revenues and costs.
Compute prices using cost plus or other strategies.
Produce a cash flow statement from information available.
Identify the components of working capital and determine strengths and weaknesses in policy, which they could use to prepare a new policy.
List the types of capital and costs of debt
Demonstrate the ability to calculate marginal cost of capital
Discuss the effects of financial leverage.
Explain the different forms of finance available and to choose optimum components.
Explain the nature of the marketing process.
Distinguish between a marketing orientation and other management orientations.
Apply marketing principles in the market-oriented workplace.
Identify the elements of the marketing environment and be able to illustrate its dynamics.
Differentiate between market segments and apply a segmentation process.
Demonstrate a basic understanding of marketing information systems.
Demonstrate an understanding of consumer behaviour
Describe and conceptualise a product or service as the object of need satisfaction, its nature and development.
Relate products and their development to marketing decisions.
Relate pricing issues to marketing decisions
Discuss issues related to the logistics of marketing management.
Demonstrate an understanding of marketing communication.
Describe the strategic marketing process in detail.
Identify the nature of various marketing sectors and the implications of such sectors for marketing decisions.
Integrated assessment appropriately incorporated to ensure that the purpose of the qualifications is achieved
Assessment is conducted in several ways:
Self-assessment which is carried out by the learners on a daily basis, and which improves the quality of learning and mastery;
Formative assessment by means of contact tuition during the course of their studies
Continuous assessment incorporating assignments.
Summative assessment by way of examinations at six monthly intervals
The above provides for a holistic approach to assessment.