B-Comm Certificate with Transcripts_University of Pretoria

15 March 2011
MISS M WALTERS (2624798)
BACHELOR OF COMMERCE: COMMUNICATION MANAGEMENT
This letter serves to certify that the abovementioned student was registered at the University of Pretoria from 2006 and that she
completed the Bachelor of Commerce: Communication Management degree in 2009. The degree was conferred at an
official ceremony on 28 April 2010.
A. GENERAL
1. Academic Standing of The University of Pretoria
The University of Pretoria is a public higher education institution established in terms of the Higher Education Act (Act 101 of
1997). It is a research intensive institution that offers first and advanced degrees as well as diplomas and certificates of higher
learning. The programmes that are offered have been accredited by the Higher Education Quality Committee of the Council on
Higher Education, established in terms of the Higher Education Act.
2. Accreditation of degrees
The Council for Higher Education (CHE) and the Higher Education Quality Committee (HEQC) approves the presentation of the
degree and it is registered with the South African Qualifications Authority (SAQA) as they are the body that does quality control
on qualifications.
As from 2000, the University of Pretoria started phasing in a new system of teaching that meets the requirements and guidelines
set by SAQA (the South African Qualification Authority) and the NQF (National Qualifications Framework). This system entails
learning programmes that are outcomes-based and market oriented. Since 2001 this new system has also been implemented in
the Faculty of Economic and Management Sciences.
3. Duration of courses and modules
Year modules/courses are covered in 28 weeks, Semester modules/courses are covered in 14 weeks and Quarter modules are
covered in 7 weeks.
4. Duration of classes
Lectures, discussion classes, tutorials and seminars are 50 minutes in length. Practicals are 3 hours long unless otherwise
specified.
5. Module codes
A module is an independent, defined learning unit (normally presented over seven weeks) which is a component of a package
or programme.
The module code is a unique alphanumeric code for a module. It consists of a fixed number of capitals (the alphacode) which
indicate the name of the discipline (e.g. APL for Anthropology), and numeric combinations which identify the year-level and the
order in a series of modules (e.g. 152, where the 1 shows that the module is presented at the first year-level, the 5 shows that it
is a module, and the 2 shows that it is the second module in the series of Anthropology modules at that level).
6. Learning hours
The calculated number of hours, which a student is perceived to use to master the learning content of a specified course of
programme. The total number of learning hours of a course comprises the time taken up by lectures, practicals, self-tuition and
any other activity required according to the training programme. Learning hours of courses are normally calculated on the basis
of 40 working hours per week x 28 week = 1120 + 80 additional hours for evaluation = 1200. For undergraduate courses, the
total number of learning hours for a course is calculated according to the formula: number of credits of the course x 10.
7. Credits
A number of credits allocated to each course which represents the amount of work and the extent of the course.
B. GENERAL INFORMATION
1. Admission
Any person, who wishes to register at the University for the first time or after an interruption of studies, should apply or reapply
for admission. Application for admission to all programmes closes on 30 September of each year.

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2. Selection
A selection procedure takes place prior to admission to some of the degree programmes in this Faculty.
Undergraduate programmes:
The basic module unit of the Faculty has a duration of seven weeks. Candidates for the BCom and BAdmin degrees who have
not passed the equivalent of at least eight 7-week modules at the end of the academic year should apply for readmission to the
degree programme. (Also consult General Regulation G. 3)
3. Statement of symbols
When registering at this University for the first time, a candidate has to submit a record of symbols obtained for each subject in
the Grade 12 examination.
4. Matriculation certificate
All undergraduate candidates who enrol at the University at Pretoria for the first time must show their original matriculation
certificate at the Student Administration of their faculty before the end of the first semester.
5. Medium of instruction
In conducting its business, the University uses two official languages, namely Afrikaans and English. In formal education, the
medium of instruction is either Afrikaans or English, or both of these languages; provided that there is a demand and that it is
academically and economically justifiable. However, it remains the student's responsibility to ascertain on an annual basis in
which language a module and any further level of that module is presented. In respect of administrative and other services, a
student has the right to choose whether the University should communicate with him or her in Afrikaans or English.
6. Prescribed books
Lists of prescribed books are not available in advance. The appropriate lecturers will supply information regarding prescribed
books to students at the commencement of lectures.
7. Amendment of regulations and fees
The University retains the right to amend the regulations and to change course fees without prior notification.
C. REGULATIONS
1. Admission to undergraduate study
1.1 General
1.1.1 To register for a first bachelor's degree at the University, a candidate must, in addition to the required Grade 12 certificate
with full matriculation exemption, comply with the specific admission requirements for particular modules and fields of
study as prescribed in the admission regulations and the faculty regulations of the departments.
1.1.2 The following persons may also be considered for admission:
(i) A candidate who is in possession of a certificate that is deemed by the University to be equivalent to the required Grade 12
certificate with university exemption.
(ii) A candidate who is a graduate from another tertiary institution or has been granted the status of a graduate of such an
institution.
(iii) A candidate who complies with the admission requirements after writing of an entrance examination.
Note: A conditional exemption certificate does not grant admission to bachelor's study. However, in certain circumstances some
of the faculties do accept a conditional exemption on the basis of mature age. Candidates are advised to contact the
specific student administration in this regard.
1.1.3 The Senate may limit the number of students allowed to register for a degree programme, in which case the Dean
concerned may, at his/her own discretion, select from the students who qualify for admission those who may be admitted.
1.2 Requirements for specific modules
A candidate who has
(a) passed the Grade 12 examination in Computer Studies with at least 50% (D) at higher grade, as well as in Mathematics
with at least 50% (D) at higher grade, obtains admission to the module COS 110 in Computer Science; or has passed COS
130, obtains admission to the module COS 110 in Computer Science;
(b) obtained at least 50% in Mathematics at higher grade in the Grade 12 examination, will be admitted to WTW 114 and 126
in Mathematics and WST 111 in Mathematical Statistics;
(c) obtained at least 50% in Mathematics at higher grade or 70% in Mathematics at standard grade in the Grade 12
examination, or at least 50% in both Statistics 113 and 123, will be admitted to Statistics;

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(d) obtained at least 60% in Accounting on higher grade in the Grade 12 examination, may enrol immediately for INF 181, a
module covering computer applications in accounting and offered for the duration of the first semester (14 weeks). All other
students who have obtained at least 40% in FRK 111, must enrol for INF 181 in the second semester (14 weeks);
(e) obtained at least 60% in Mathematics at higher grade in the Grade 12 examination, or at least 60% in both Statistics 113
and 123 and 60% in Accounting at higher grade in the Grade 12 examination, will be admitted to Financial Accounting 100.
Candidates with a percentage of less than 60% for Accounting at higher grade, or who did not pass Grade 12 Accounting,
will be admitted to Financial Accounting 101;
(f) obtained at least 40% in Mathematics at higher grade or 50% in Mathematics at standard grade in the Grade 12
examination, or at least 50% in both Statistics 113, 123 will be admitted to Informatics 112; Economics 113, 123 and 120;
(g) obtained at least 50% in Mathematics at higher grade, or has passed WTW 101 will be admitted to Informatics 153, 154,
163, 164.
Note: “in the Grade 12 examination” refers to the final matriculation examination.
2. Academic literacy
Training in academic literacy is offered as part of the study programmes. It is expected of every first-year student who wishes to
register at the University of Pretoria to complete an academic literacy test. Based on the results of this test, the student may
receive exemption from the compulsory EOT academic literacy modules.
3. Computer and Information Literacy
Since 2000, Computer and Information Literacy modules have been offered as compulsory modules for all new first-year
students. Students who pass the exemption test in the first week of semester 1 will receive credit for CIL 111. No exemption test
for CIL 121 will be written.
4. Registration for a particular year of study
(Also consult General Regulation G.2)
At the beginning of an academic year, a student registers for all the modules he or she intends taking in that particular year
(whether these be 7-, 14- or 28-week modules). Changes to the chosen curriculum may be made at the beginning of the second
semester with the Dean's approval. A student may also only register for modules that fit into the lecture, test and examination
timetables. For renewal of registration, see General Regulation G.3. and for termination of registration, General Regulation G.4.
5. Credits for unregistered students
There are students who attend lectures, write tests and examinations and in this manner earn "marks", but have either not
registered for modules or have not registered as students at all. These marks will not be communicated to any student before
he/she has provided proof of enrolment. A student cannot obtain any credits in a specific academic year for a module "passed"
in this manner during a previous academic year and for which he/she was not registered. This arrangement applies even where
the student is prepared to pay the tuition fees.
6. Pass requirements
A final mark of at least 50% in a module is required to pass. Also consult General Regulation G.10.
6.1 Subminima in examinations
Subminimum required in all examination papers is 40%.
6.2 Examinations
The minimum semester mark to be admitted to a first-semester module on 100- level is 30%, and the semester/year mark for
admission to an examination in all other modules is 40%. The examinations for first-semester modules take place in May/June,
while all other examinations (second-semester modules and year modules) take place in October/ November (also consult
General Regulation G.12). As far as repetition of modules is concerned, General Regulation G.11.2 (c) does not apply to this
Faculty.
6.3 Ancillary examinations
After completion of an examination and before the examination results are announced, the examiners may summon a student
for an ancillary examination on particular aspects of the work of that module.
6.4 Re-marking of examination papers
After an examination, departments give feedback to students about the framework that was used by the examiners during the
examination. The way in which feedback is given, is determined by the heads of department. Students may apply for remarking
of an examination paper after perusal and within 14 calendar days of commencement of lectures in the next semester. The
prescribed fee has to be paid. The paper will then be re-marked by an examiner appointed by the head of the department (also
consult General Regulation G.14).

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6.5 Supplementary examinations (including aegrotat)
(Also consult General Regulation G.12, par. 4.3, 4.4, 4.5, 5.1 and 5.2)
(a) A student who is prevented from preparing for an examination, or from sitting for it, owing to unforeseen circumstances or
illness, may be granted permission by the Dean to write a special examination in the particular module(s).
(b) Supplementary examinations in first-semester modules take place after the May/June examinations, while those in second-
semester and year modules take place after the October/November examinations.
(c) To pass a supplementary examination, a student must obtain a minimum of 50%.
(d) The highest final percentage a student can obtain in a supplementary examination is 50%.
6.6 Special examinations
(See General Regulation G.12, par. 6.1)
A student registered for the BCom or BAdmin degree programme and who complies with all the requirements for the degree,
with the exception of a maximum of four 7-week modules, or the equivalent, in which a combined mark of at least 40% has been
obtained, may:
(a) be admitted by the head(s) of the department(s) concerned, to a supplementary examination which will take place during
the supplementary examinations week; and
(b) be admitted by the Dean to a special examination in the module(s) concerned at the end of the following semester or
earlier.
6.7 "Major subject"
To be considered a "major subject" the equivalent of eight 7-week modules, including four at 300-level, must be passed with
consideration that:
the following modules which are offered at 300-level only, are also considered "major subjects": Labour Law 311 (ABR
311), Labour Relations 320 (ABV 320), Entrepreneurship 311 and 321 (OBS 311 and 321), E-business (OBS 315), E-
commerce (OBS 325), International Business Management 359 and 369 (OBS 359 and 369);
only four 7-week modules, or the equivalent thereof, that are not preceded by the 100- or 200-level modules, may be
presented (followed) for degree purposes.
6.8 Degree conferred with distinction (Three-year undergraduate degrees)
The degree is conferred with distinction:
(a) on BCom (Accounting Sciences) students who comply with all the requirements for the degree, and who obtain a weighted
average of 75% in FRK 300, FBS 300, BEL 300, ODT 300 or EKN 310 and 320;
(b) on BCom (Investment Management) students who comply with all the requirements for the degree, and who obtain an
weighted average of 75% in BLB 300, FBS 300 and EKN 310, 320;
(c) on BCom (Marketing Management) students who obtain a weighted average of 75% in BEM 211, BEM 221, BEM 311 and
BEM 321;
(d) on BCom (Communication Management) students who obtain a weighted average of 75% in KOB 210, KOB 220, KOB 310
and KOB 320; and
(e) on BCom (Human Resources Management) students who obtain 75% in each of the following specialisation modules: BDO
319, BDO 329 and an average of 75% in BDO 372, ABV 320 and OBS 320; and
(f) on students who comply with all the requirements of another bachelor's degree and who have scored an average mark of
at least 75% in at least eight 7-week modules* at 300 level, or the weighted equivalent thereof, subject to the following
conditions:
each of the speciality modules that are listed in the curriculum of the course of study must have been passed with
distinction (at least 75%).
the following modules are not taken into account: ABR 311; ABV 320 (except at BCom Human Resources Management);
OBS 311, 321; OBS 315, 325; OBS 359, 369; TBE 390, 391 and 394.
The basic module unit of the Faculty has a duration of seven weeks. At the 300 level there are, however, also modules that
are offered over a period of 14 weeks, and at the School of Financial Sciences there are modules that are offered over a
period of 28 weeks. In the calculation of a student's average to determine whether a degree should be awarded with
distinction, a weight of 1 (one) is awarded for a 7-week module, a weight of 2 (two) for a 14-week module, and a weight of 4
(four) for a module which extends over 28 weeks.
NB: A student will not be admitted to the programmes listed below unless he or she has obtained the marks/percentages in the
Grade 12 examination as stipulated:
(a) For BCom (except with specialisation in Accounting Sciences, Econometrics, Informatics, Investment Management and
Statistics) – at least 40% in Mathematics higher grade, or at least 50% in Mathematics standard grade.
(b) For BCom (with specialisation in Econometrics) – at least 60% in Mathematics higher grade.
(c) For BCom (with specialisation in Informatics) – at least 50% in Mathematics higher grade or 60% standard grade; or 40% in
Mathematics higher grade or 50% standard grade and Computer Studies at least 60% higher grade or 70% standard
grade.

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(d) For BCom (with specialisation in Accounting Sciences or Investment Management) – at least 60% in Mathematics higher
grade.
(e) For BCom (with specialisation in Statistics) – at least 50 % in Mathematics higher grade in the Grade 12 examination.
(f) For BCom (with specialisation in Financial Management Sciences) – at least 50% in Mathematics higher grade or 60%
standard grade in the grade 12 examination.
NB: A pass mark of at least 50% in Statistics 113, 123 is an acceptable alternative (for the purposes of par (a) above) for Grade
12 Mathematics of at least 40% at higher grade, or 50% at standard grade. For purposes of par. (c), (d) and (e) above, see
par 1.2 about the possibility of presenting Statistics as an alternative for 50% in Mathematics on the higher grade.
7. Application of old and new regulations
(See General Regulation G.5)
Subject to transitional measures laid down by the Faculty, a student must complete his or her degree in accordance with the
regulations which were applicable when he or she first registered for a specific field of study or specialisation. If a student
interrupts his or her studies or changes a field of study or specialisation, the regulations applicable in the year in which studies
are resumed, or the field of study is changed, apply.
8. Recognition of modules
(See General Regulations G.8 and G.9)
Credit for modules passed at other institutions is restricted to first-year (100-level) modules.
9. General
Notes:
1. A student who registers for a module presented by another faculty should take note of the admission requirements of that
module, the subminima required in examination papers, supplementary examinations, etc.
2. It is the responsibility of all students to familiarise themselves with the General and Faculty Regulations of the University,
as well as the procedures, rules and instructions pertaining to study in this Faculty. Ignorance of the applicable regulations,
rules and instructions, or the wrong interpretation thereof will not be accepted as an excuse for not complying with the
stipulations of such regulations, rules and instructions.
In view of the above paragraph, it is thus the responsibility of students to ensure before registration, that their curricula comply
with all the requirements of the applicable regulations.
D. BACHELOR'S DEGREES
Minimum requirements for Bachelor's degrees; seven-week, semester and year modules; new regulations
(a) The syllabi of modules which appear in the yearbook indicate which modules are 7-week, 14-week (semester) and 28-week
(year) modules. Modules that are offered by departments in other faculties for programmes in this Faculty are not all
described in this publication, but the credits awarded to each module are provided, where necessary.
(b) Students who commenced their studies before 2006 must complete the programme in terms of the curriculum of the year in
which they commenced their studies, or in terms of the curriculum of the year in which they switched to their current field of
specialisation. Students who prefer to do so may, however, apply to change over to the latest curriculum, but then they
should comply with all the requirements thereof and they may not revert to the regulations of an earlier year.
(c) Students who are registering for a degree programme for the first time in 2006 must follow the modules indicated under the
particular field of specialisation.
E. REGULATIONS APPLICABLE TO ALL THE BACHELOR'S DEGREES
(a) General Regulations G.1 to G.15 (with the exception of Regulation G.11.2(c)) apply to a bachelor's degree. These can be
viewed at: http://web.up.ac.za/sitefiles/File/2006_yearbooks/genreg06.pdf.
(b) A student may not take more than the prescribed number of modules per semester unless the Dean decides to the
contrary.
(c) A student may take a module not listed as an elective module only if the prior approval of the Dean has been obtained.
(d) A student who is in possession of a bachelor's degree may not present the 300-level modules passed for that degree for
another field of specialisation or degree in this Faculty.
(e) A module passed at 300-level shall only be recognised for degree purposes if the corresponding prescribed module(s) at
200 level has/have been passed, unless the Dean decides otherwise.
(f) A module already passed may only be repeated with the approval of the Dean.
(g) A module passed at 300-level may not be presented for more than one degree or field of specialisation.
(h) It remains the student's responsibility to ascertain, prior to registration, whether all the modules he/she intends taking can
be accommodated in the class, test and examination timetables.

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(i) The Dean has the right of authorisation regarding matters not provided for in the General Regulations or the Faculty
Regulations.
F. BCOM COMMUNICATION MANAGEMENT
[BCom: Communication Management]
(Code 07130281))
The aim of this field of specialisation is to align the internal and external communication with the strategic intent of an
organisation. The theoretical dimensions of communication as strategic management function are emphasized. The
performance dimensions of communication management in the business environment are addressed by means of practical
projects thereby enabling students to integrate and reconcile the theory and practice of communication management.
1. Package coordinator
Prof AF Grobler
Tel: 012 420 2306
2. Credits required
Total number of credits required for this degree is 419.
Year Level 1 Year Level 2 Year Level 3
Fundamental modules 20 10 0
Core modules 137 80 100
Elective modules 0 32 40
Total 157 122 140
Specialisation modules: KOB 210, 220, 310, 320, 356.
G. MODULES PASSED
The abovementioned student passed the following prescribed/approved modules during his/her studies. For marks obtained,
please refer to the attached Academic Record.
Prerequisites
Par. 1.2 Refers to paragraph 1.2 of section C of this document
GS This means a student must obtain at least 40% for the course
HP This means a student must obtain permission from the head of the department
AE Admission to the examination for mentioned module is required
2006 FULL-TIME BCOM COMMUNICATION MANAGEMENT
(EOT 161) Academic Reading Skills 161 – 3 lectures per week
(Quarter module– 6 credits)
(Not for students who are compelled to enrol for EOT 110 and 120
Developing academic reading skills in English, including summarizing, vocabulary building and critical reading.
(BEM 110) Marketing Management 110 – 3 lectures per week
(Semester module– 10 credits)
Fundamentals of marketing management and marketing instruments
General overview of marketing management, including the marketing concept, the process of marketing management, evolution
of marketing and the marketing environment. Consumer entity, market segmentation, positioning and marketing information.
Perspective on various marketing instruments in the marketing mix, for example, product decisions, distribution decisions,
marketing communication decisions and pricing decisions.
(BEM 121) Consumer behaviour and services marketing 121 – 3 lectures per week
Part 1
Consumer behaviour
Internal and external influencing factors of consumer behaviour. The consumer's decision process and application fields of
consumer behaviour. Consumerisms and social responsibility.

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Part 2
Introduction to the marketing of services
Acquiring basic marketing skills will enhance the capabilities of marketers of services. This module provides an overview of the
seven marketing instruments of a professional services marketing mix. The focus will fall on the practical implications of the
characteristics of intangible products and the pricing, promotion, placement, physical evidence, process and people dimensions
of services marketing.
(CIL 111) Computer Literacy 111 – 2 lectures per week
An exemption examination may be written in the first week of semester 1. Students may write the exemption examination for CIL
111 only once.
Computing Concepts. Windows 2003. Internet and World Wide Web. What will word processing do for me? Gaining proficiency
– editing and formatting. Enhancing a document and the web and other resources. Advanced features: Outlines, Styles &
Selections & Tables. Introduction to PowerPoint. Presentations made easy. Gaining proficiency – slide show tools, the web and
Slide Masters. Introduction to MS Excel: What is a spreadsheet? Gaining proficiency – The web and business applications.
Spreadsheets in decision-making: What if? Graphs and charts: Delivering a message. Introduction to MS Access: What is a
database? Tables and forms: Designs, properties, Views and Wizards. Information from the database: reports and queries.
(FRK 111) Financial Accounting 111 – 3 lectures per week
The nature and function of Accounting; the development of Accounting; financial position; financial result; the recording process;
processing of accounting data; elementary income statement and balance sheet; flow of documents; accounting systems;
introduction to internal control and internal control measures; bank reconciliations; control accounts; adjustments; financial
statements of a sole proprietorship.
(KOB 110) Communication Management 110 – 3 lectures per week
Only for BCom (Marketing Management) and BCom (Communication Management) students.
Fundamentals of communication
Studying the fundamentals of communication is tied to a thorough understanding of communication in the business
environment. Key principles and theories within various contexts of human communication are dealt with and related to systems
thinking in ethical business practice. The semester is further enhanced by explicating dialectical thinking and the management
of conflict within the contexts of intra, dyadic, inter, group (team), organisational, public and mass communication.
Only for BCom (Marketing Management) and BCom (Communication Management) students.
Fundamentals of communication management
The integration and co-ordination of ethical communication is of paramount importance in communication management. The
alignment of enterprise, corporate and corporate communication strategies is achieved through the management of
communication. This process transpires on the micro, meso and macro levels of the organisation and applies to both the
internal and external environments. To further strengthen the concept of communication as a business solution, students are
introduced to the communication toolbox that encapsulates the various communicative options and techniques. Learners are
assessed on their application of the theoretical underpinnings with real-life/current case studies. Communication research
techniques are introduced.
(OBS 120) Business Management 120 – 3 lectures per week
Prerequisite: OBS 110 GS
Introduction to and overview of general management, especially regarding the five management tasks, strategic management,
contemporary developments and management issues, financial management, marketing, public relations. (Note: For marketing
students, marketing is replaced by financial management, and public relations by small business management.) Introduction to
and overview of the value chain model, management of the input, management of the purchasing function, management of the
transformation process with specific reference to production and operations management, human resources management, and
information management. (Note: For information management students, information management is replaced by small business
management.)
(STK 113) Statistics 113 – 3 lectures per week and 1 hour practical per week for last 7 weeks
(Semester module– 11½ credits)
Data operations and transformations
Introductory concepts: The role of statistics, various types of data and the number system. Concepts underlying linear,
quadratic, exponential, hyperbolic, logarithmic transformations of quantitative data: Graphical representations, solving of

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equations, interpretations. Determining linear equations in practical situations. Characteristics of logarithmic functions. The
relationship between the exponential and logarithmic functions in economic and related problems. Systems of equations in
equilibrium. Additional concepts relating to data processing: functions and inverse functions, sigma notation, factorial notation,
sequences and series, inequalities (strong, weak, absolute, conditional, double) and absolute values.
Descriptive statistics – Univariate
Sampling and the collection of data, frequency distributions and graphical representations. Descriptive measures of location and
dispersion. Identification, use, evaluation and interpretation of statistical computer packages and statistical techniques.
* On its own, STK 113 and 123 will not be recognised for degree purposes, but in this Faculty, exemption will be granted from
the Grade 12 Mathematics admission requirement (i.e. 40% higher grade or 50% standard grade).
(EOT 164) Communication in Organisations 164 – 3 lectures per week
(Not for students who are compelled to enrol for EOT 110 and 120
This module focuses on the role of language in organizations. Techniques for persuasion, finding information, conducting
interviews, etc. are covered, as well as the methods used in advertising and the skills needed for public speaking. The criteria
for drawing up a successful CV, for conducting meetings successfully, writing letters, agendas, minutes and reports are
discussed and practised.
(BPE 251) Business Ethics 251 – 2 lectures per week
What is meant by business ethics? And is it really necessary? In this module an attempt is made to provide adequate answers.
Students are guided towards understanding the factors that influence their moral reasoning in the South African context. They
are introduced to some of the macroeconomic ethical issues that companies have to deal with. They are also made aware of the
role they can play in establishing sound business ethics practices at an organisation level. The focus is on the interface between
corporate governance processes and the facilitation of ethical values within the workplace. Various stakeholder interests and
the moral obligations these imply, are discussed. The module also addresses the most common ethical problems in the
workplace, and the most important elements in the process of managing ethics in organisations.
Management communication
Based on the paradigm of Integrated Communication (IC), this module covers management communication theory, leadership
and supervisory communication, as well as the management of change and transformation through communication.
Management communication in the global arena focuses on the dynamics and celebration of diversity and intercultural relations.
Managers should take cognisance of the importance of development communication in both a business and community context.
The importance of ethical considerations in managerial and leadership communication is emphasised. After explaining
quantitative and qualitative research designs, appropriate communication research techniques are explored.
Organisational communication management
Through the utilisation of organisational communication management theories, a study is made of group and team
communication, with specific emphasis on facilitation, negotiation and innovation. Knowledge management, internal
communication, culture and organisational climate are core components of the complex dynamics of the sharing of meaning
within the organisation. The function of strategic communication is emphasised throughout. Ethical considerations in
organisational communication management are also stressed and appropriate research techniques are presented.
Prerequisite: OBS 114, or 124 with admission to examination in the other
Project management: Introduction
Project management concepts, needs identification, the project, the project manager and the project team, types of project
organisations, project communication and documentation. Planning and control: planning, scheduling and schedule control of
projects, resource considerations and allocations, cost planning and performance evaluation.
(CIL 121) Information Literacy 121 – 2 lectures per week
Why computers matter to you. Networking. Information resources (including the Academic Information Service). Quality of
information. Ethics, plagiarism and copyright. Searching the Internet. Information seeking strategies. Location and access.

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Specific search environments (include all electronic databases and journals in the AIS applicable to the relevant faculties).
Referencing techniques. Use synthesis and evaluation of information. New trends. Content specific to University of Pretoria. No
exemption examination.
(EKN 110) Economics 110 – 3 lectures per week
Conceptualise the interrelationships of the different sectors in the South African economy. The functioning of international trade,
government economics and policy, the labour market, monetary economics, economic development, and environmental
economics with specific reference to the South African context. The impact of national and international decisions and events on
the South African economy.
(BER 210) Business Law 210 – 3 lectures per week
Basic principles of law of contract, law of sales, credit agreements, lease.
(BER 220) Business Law 220 – 3 lectures per week
Prerequisite: Admission to examination in BER 210
Labour law; aspects of security law; law of insolvency; company law; law in respect of close corporations and partnerships.
(STK 123) Statistics 123 – 3 lectures per week and 1 hour practical per week last 7 weeks
(Semester module– 11½ credits)
Prerequisite: STK 113 GS
Optimisation techniques with economic applications
Data transformations and relationships with economic applications: operations and rules, linear, quadratic, exponential,
hyperbolic and logarithmic functions, systems of equations in equilibrium, system of linear inequalities, solving of linear
programming problems by means of the graphical and extreme point methods. Applications of differentiation and integration in
statistic and economic related problems: the limit of a function, continuity, rate of change, the derivative of a function,
differentiation rules, higher order derivatives, optimisation techniques, the area under a curve and applications of definite
integrals.
Probability and inference
Introductory probability theory and theoretical distributions. Sampling distributions. Estimation theory and hypothesis testing of
sampling averages and proportions (one- and two-sample cases). Identification, use, evaluation and interpretation of statistical
computer packages and statistical techniques.
(INF 181) Informatics 181 – 2 lectures per week
Prerequisite: Par. 1.2
Computer processing of accounting information.
Strategic communication management
Integrated Communication (IC) presupposes the alignment and subsequent implementation of the enterprise, corporate and
corporate communication strategies of the organisation. The corporate positioning that results from these strategies is
communicated through the organisation's unique reputation, image, identity and brand. Environmental scanning furthermore
enables the organisation to identify and address issues, risks and possible crises that can influence this positioning. Current
corporate governance thinking supports the principle of a symbiotic relationship between business and society by emphasising
economic, environmental and social sustainability (the triple bottom-line). This culminates in a new realisation of the
organisation's corporate social responsibility and its role as a corporate citizen. Ethics in strategic management are highlighted
and applicable research techniques are analysed.
Strategic relationship management
The strategic management of internal and external relationships is essential for the organisation's 'licence to operate'.
Stakeholder theories provide a framework for managing relationships with stakeholders such as employees, investors, media
and the government. The growing significance and potential impact of activism on organisational performance, justifies the
management of such pressure groups through communication. Deontological and teleological ethical approaches are

Walters, M
10
investigated in the strategic management of relationships. The complexity of ethical decision making in the modern business
environment, as well as anti-ethics and African ethics amongst others, is also studied. Perception, social and stakeholder audits
are examples of idiosyncratic research designs undertaken in strategic reputation management.
(KOB 356) Integrated practical communication project 356 – 2 practicals per week
Only for BCom (Communication Management) students.
Students will be required to develop and suggest the implementation of a communication strategy for a particular client. This
process entails thorough research by means of continuous liaising with the client. Students will present the integrated practical
project supported by a written proposal. Lecturers and representatives from the client will assess the projects.
(VKK 220) Visual Communication 220 – 2 lectures per week
(Semester module – 20 credits)
Type, image and applications
This module considers how type and image function separately and in unison to facilitate and mediate the understanding of
predefined information and messages within specific contexts, for instance, the presentation of scientific data, way-finding
systems and public information. Particular attention is devoted to the marketing context and the creation of corporate, product
and brand identity, advertising and promotion. Media characteristics, the influence of audiences and methods for the analysis
and evaluation of visual identity and advertising are dealt with.
Introduction to Business Management as a science, the environment in which the enterprise operates, the field of business, the
mission and goals of an enterprise, management and entrepreneurship. The choice of a form of enterprise, the choice of
products and/or services, profit and cost planning for different sizes of operating units, the choice of location, the nature of
production processes and the layout of the plant or operating unit.
Human resources management and development
The environment in which human resources management takes place, job analysis, strategic human resource planning, equal
employment opportunities, planning and management of training, development and careers, functioning in a global environment.
Negotiation and collective bargaining
The nature of negotiation, preparation for negotiation, negotiating for purposes of climate creation, persuasive communication,
handling conflict and aggression, specialised negotiation, and collective bargaining in the South African context.
Strategic management analysis and formulation
Basic concepts, formulation of mission, policy and objectives, external evaluation of the business environment, internal
evaluation of the enterprise, including intellectual assets; the formulation and development of a strategic plan.
Strategic management implementation
The role of management in strategy implementation; budgets as instrument in the implementation process; leading processes of
change within enterprises; supporting policies, procedures and information systems for implementation in the various functional
areas; evaluation and control of implementation.
(STK 110) Statistics 110 – 3 lectures and 1 hour practical per week
Descriptive Statistics
Sampling and the collection of data, frequency distributions and graphical representations. Descriptive measures of location and
dispersion.
Probability and inference
Introductory probability theory and theoretical distributions. Sampling distributions. Estimation theory and hypothesis testing of
sampling averages and proportions (one- and two-sample cases). Identification, use, evaluation and interpretation of statistical
computer packages and statistical techniques.

Walters, M
11
(BEM 311) Brand management and marketing research 311 – 3 lectures per week
Prerequisite: BEM 311 BEM 110, 121
Part 1: Brand management
The scope of brand awareness, brand name associations and customer-brand relationships. The development of brand name
concept management, brand name extensions and co-branding. Exploring direct marketing and brand name management,
brand name architecture and brand name custodianship. The brand name communication process, brand name decisions,
brand name identity, brand name loyalty and brand name equity. The design of marketing strategies to establish and extend
brand name equity.
Part 2: Marketing research
The use of marketing research in marketing decision making; the process of marketing research, research designs, random
tests, consumer surveys, questionnaires, experimentation, observation, data analysis and analyses of marketing models.
Scientific approach to marketing information, the influence of modern trends (computers, Internet). Integrated application of
marketing research principles are assessed.
(BEM 321) Strategic issues in marketing and strategic marketing 321 – 3 lectures per week
Prerequisite: BEM 321 BEM 211 GS, BEM 221 GS 20
Part 1: Strategic issues in marketing
Multi-level marketing; relationship marketing; e-marketing; brand loyalty; generation segmentation; knowledge management and
ethics in marketing. Case studies, group discussions, seminars, and visits to/by organisations for meaningful integration of the
theory and practice.
Part 2: Strategic marketing
Strategic analysis; customer management; market strategies; globalisation; strategy implementation; marketing planning and
strategy evaluation and control. Case studies, group discussions, seminars, and visits to/by organisations for meaningful
integration of the theory and practice.
(BEM 211) Product and distribution decisions 211 – 3 lectures per week
Prerequisite: BEM 110 GS
Part 1
Product decisions
Problem statement and concept determination of product decisions, management strategies of the organisation, organisational
and product strategy, implementation of the product strategy, product and market development strategy and the product life
cycle.
Part 2
Distribution decisions
The development and management of distribution channels – strategic aims, conventional marketing systems, the main role
players, the integration of distribution with the other marketing instruments and relationship marketing; the influence of the
external environment on channel design and management; the management of horizontal and vertical marketing systems and
the forming of strategic alliances.
(BEM 221) Integrated marketing communication and pricing decisions 221 – 3 lectures per week
Prerequisite: BEM 110 GS
Part 1: Integrated marketing communication decisions
Integrated marketing communication (IMC) approach; objectives and budgets for IMC programmes; management of advertising;
sales promotion; personal selling; direct marketing; sponsorship, interactive media and internet marketing. Evaluation of IMC
effectiveness.
Part 2: Pricing decisions
Influence of cost, demand and competition on effective pricing decisions; financial analysis of market-based pricing; value and
price sensitivity; competitive influences on price determination; psychological aspects of pricing and strategic pricing decisions.
(FRK 121) Financial Accounting 121 – 4 lectures per week
Prerequisite: FRK 111 GS
Property, plant and equipment; intangible assets; inventories; liabilities; presentation of financial statements; enterprises without
profit motive; partnerships; companies; close corporations; cash flow statements; analysis and interpretation of financial
statements.

Walters, M
12
(STK 120) Statistics 120 – 3 lectures and 1 hour practical per week
Prerequisite: STK 110 GS
Multivariate statistics
Analysis of variance, categorical data analysis, distribution-free methods, curve fitting, regression and correlation, the analysis
of time series and indices.
Statistical and economic applications of quantitative techniques
Systems of linear equations: Drafting, matrices, solving, application. Optimisation: Linear functions (two and more independent
variables), non-linear functions (one and two independent variables). Marginal and total functions. Stochastic and deterministic
variables in statistical and economic context: Producers' and consumers' surplus, distribution functions, probability distributions,
probability density functions. Identification, use, evaluation, interpretation of statistical computer packages and statistical
techniques.
VKK 352 + VKK 358
Mediated communication and users
This module provides dual views of mediated visual communication, firstly from the perspective of how ideologies are
constructed in visual culture and secondly how meaning is created from visual images. Ideological analysis and semiotics are
used in the interpretation of advertising and television texts. Hermeneutics is then applied to filmic texts in order to show the
workings of the interpretation process, through concepts such as pre-understanding, the dialogical community, and the
hermeneutic circle.
Visual and virtual spaces
Critical decoding of culturally encoded ideas and ideologies embodied in the construction of space, place and cyberspace in
selected Modernist and Postmodernist visual culture. Topics such as space, gender and power; consumption and space;
surveillance and the architecture of fear, and the creation of identity in themes, narratives, myths, and codes used in selected
places such as shopping malls and theme parks are dealt with. The influence of technology on new visual paradigms and
images of technology and the history and development of virtual reality, virtual communities, the cyborg and cyberpunk are
discussed. The visual culture of virtual reality, including examples from computer games, advertisements, film and television are
referred to.
(JRN 151) Journalism 151 – 2 lectures per week
Introduction to journalism
This module provides an introduction to the print media, concentrating on newspaper reportage and on advertising. It covers
persuasive techniques, the analysis of both advertisements and media articles, reportage and comment and newsworthiness.
Students are encouraged to read critically and analytically.
(EKN 120) Economics 120 – 3 lectures per week
Prerequisite: EKN 110 GS or EKN 113 GS; Par.1.2
The economic environment and problem: working and course of the South African economy; functioning and interrelationships
of the different economic sectors. Macroeconomic theory and analysis. Analyse and interpret economic performance criteria:
economic growth, inflation, job creation, balance of payments and exchange rate stability, income distribution. Calculate and
interpret core economic indicators. Basic microeconomic principles: demand analysis (consumer theory); supply analysis
(producer theory). Market analysis: market equilibrium; price determination; market forms; market failure; calculate and interpret
price, income and cross elasticities.
Yours sincerely
Ms S Machi
Manager: Student Administration

forKudos software solutions
Mörikestr. 67
70199 Stuttgart
 0711 / 664 825 05
info@forkudos.de
Praktikumszeugnis
forKudos software solutions  Mörikestr. 67  70199 Stuttgart
Freitag, 20. August 2010
Frau Monika Walters, geboren am 19.08.1984 in Pretoria, war zwischen dem 01.07.2010 und dem
31.07.2010 als Praktikantin in unserem Unternehmen tätig. Unser Unternehmen ist im Bereich Social
Media Kommunikation tätig und bietet unseren Kunden Beratung im Bereich Online Marketing und Social
Media an.
Während Ihres einmonatigen Praktikums hat Frau Walters folgende Aufgaben übernommen:
- Recherche und Analyse von Social Media Monitoring Trends und Tools
- Verfassen von Artikeln und Texten zum Thema Social Media Marketing
- Pflege des internen Content Management Systems
Frau Walters hat alle ihr übertragenen Aufgaben stets zu unserer vollsten Zufriedenheit ausgeführt. Sie
arbeitete sich in kürzester Zeit selbstständig in alle relevanten Themenbereiche ein. Sie konnte dabei
sowohl mit ihrer strukturierten Herangehensweise als auch ihrer Konzeptstärke überzeugen.
Wir danken Frau Walters für ihre wertvolle Arbeit und wünschen ihr das Beste für ihr berufliches
Weiterkommen.
Mit freundlichen Grüßen,
Jens Dürr
Monika Walters
Urbanstraße 126
70190 Stuttgart

10 October 2009
This letter serves as a letter of reference for Ms M. Walters
Ms Walters was a student of mine at the University of Pretoria at the Department
of Marketing and Communication Management. During this time I got to know a
very driven and energetic individual. She is a very organised and motivated
person and has shown a phenomenal passion for the work that she does. She
is self-driven and is a self-starter when given responsibilities.
Ms Walters has a passion for the field of Marketing and Communication and
loves to work with brands. She is a trustworthy and friendly individual that
communicates very well with the people around her. She has the ability and
attitude to make a success of an opportunity.
Please feel free to call if you need any verbal recommendation for Ms. Walters.
Kind regards
Ms. Clarissa Muir
Contact number – mobile +27 82 8366754
Email – clarissamuir@gmail.com

B-Comm Certificate with Transcripts_University of Pretoria

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