* Content. Your career planning 1 Why this field? Where are you now with your career planning? Your career choice

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1 communication science & Unisa This book is updated as information becomes available. You can request the latest copy from deyzel@unisa.ac.za. Last updated: August 2012

2 Content Your career planning 1 Why this field? Where are you now with your career planning? Your career choice Communication Science 12 What is communication science? Areas of specialisation in communication science Why study communication science? What kind of personality is best suited for a career in communication? Languages 15 What is language? Areas of specialisation in languages Why study languages? Employability skills for communication science and language students 17 What is employability? Your job search Transferable skills Communication science and language graduate abilities How would you market yourself to possible employers? Volunteering Careers in the field of communication and languages 21 Unisa communication science and language qualifications and possible job titles Short descriptions of various job titles Communication Science and other fields of study Other career and study options for communication science students Career prospects for communication science and language graduates Summary of Unisa qualifications offered in communication science 33 Summary of Unisa qualifications offered in languages 34 Further reading 35 Reflection 35 Sources 36 Contact details 37

3 Why this field? Why are you interested in studying communication science and/or languages? Where does your interest come from? Where are you hoping to be in five years time? In ten years time? What are you hoping to achieve by completing a qualification in this field? 1

4 Where are you now with your career planning? The following questions might help you to think about important aspects regarding planning your career in communication science and/or languages. Your honesty when completing the questions will help you to have a realistic picture of what you could still possibly do to make effective career decisions. Nr Statement YES NO 1 I am sure that I want to major in this field 2 I want a career that is related to communication and/or languages 3 I am familiar with the types of jobs that communication and language graduates can apply for 4 I am aware of the skills that employers expect 5 I know about the different fields in communication and languages 6 I know which field in communication and languages I am interested in 7 I have a clear understanding of the kinds of work done by individuals in the field of communication and languages 8 I know where to look for information about a career in communication and languages 9 I have spoken to someone who works in the field of communication and languages 2

5 Where are you now with your career planning? Nr Statement YES NO 10 I know what steps I will have to take to accomplish my career goals in the field of communication and languages 11 I understand the curriculum requirements for my intended qualification 12 I know about other study options after completing my first degree 13 I know what the admission requirements are for postgraduate studies in communication and languages 14 I have thought of ways to gain experience in the field of communication and languages during my studies 15 I read about topics in communication and languages 16 I can identify other fields related to communication and languages You answered yes to: statements: It seems as if you thought about and completed research about your career in the communication science and/or language field. Pay attention to those items you answered no to 8-11 statements: It seems as if you still have some thinking and further research to do before you decide to continue in this field. Pay careful attention to those items you answered no to 0-7 statements: Consider carefully whether you are ready to make a decision about your career. We recommend that you pay careful attention to the items you answered no to and to see a counsellor if you feel unsure of how to proceed. Contact details are on the last page of this book 3

6 Your career choice The process of working through this book will help you to make career decisions throughout your life and this will contribute to your graduateness. Your graduateness is linked to the following: your ability to find and maintain employment continuously (referred to as employability); your ability to learn new skills that are needed for specific fields; your personal attributes (especially positive beliefs about yourself and what you can contribute) and your ability to reflect on what you are doing and how you are doing it. There are knowledge, skills, competencies and values that you will acquire as you complete your qualification that will change your life. You need to take the time to reflect on how this impacts on your work, relationships and your community. Employers seek work-related skills which demand that graduates have transferable skills that make them highly adaptable in the fast-changing workplace. The Institute for the Future has identified a number of disruptors (drivers for change) that will impact on how individuals work. These include people getting older and needing to work past 65 to ensure resources; the rise of smart machines and technology; the Internet and how new media is changing how we live and work and changing organisations that function outside of traditional organisational boundaries, enabled by social technologies. Making decisions is an uncertain undertaking, even more so given the changes we described above. There are also chance events in your life that have a greater influence on your career than you might think. Thinking about where you have been and where you are going helps you to be ready for when opportunities (and challenges) present themselves. Even though it is important for you to engage with planning your future, you cannot become attached to these plans because changes will occur. You need to think about where you are going (your career vision) and also how you will get there (your career goals). You will need to gather information and think about your interests, values, skills, career influences, study options, the labour market and the support you are likely to get from others. We d like to suggest that you start some sort of system to keep track of your career development. You could possibly use a notebook, file or a computer to store the information you will gather about your career decisions and to make notes of what you did, how you felt, what you have learnt and what you still need to do. You can use the activities in this book to start this and update it as you continue on your career journey. The following activities will help you to think about yourself and your unique characteristics, and how this is related to your choice of qualification and career. Spend some time working through each of these activities and perhaps even ask a friend or family member to work through them with you. Don t worry if you feel unsure at the end of this book - making career decisions is a process that never ends and we encourage you to have further conversations with us about your career while you are studying through Unisa. 4

7 Your career choice 1 your resources Your internal and external resources can prepare you for change, resources such as your drive to succeed,time to study, finances, computer access, the internet and information knowing the Unisa system and processes, your family and your employer (if you are employed). List the resources you rely on for your studies. You may, for example, need to borrow funds from a family member or employer to pay for your studies. Or you may need to use a friend s computer. Your circumstances will change while you re studying. What will happen when things change (eg when a family member can t pay for your studies any longer, or your friend no longer owns a computer)? What are the small, practical things you could do when you can no longer afford to study? you no longer have access to a computer/ the Internet? you have less time for your studies? 5

8 Your career choice 2 your vision Your career vision is your picture of what you want from life or where you see yourself in the future. If you're thinking about studying at Unisa, think how your vision will change over time. What will be different as a result of your studies? Where will you be in 2018 or 2023? What is different about you? What you are doing? Who is with you? Summarise your career vision in the space below. Write down or draw a picture of what may change. Make notes even if it s hard to imagine this future. You can always come back and expand your vision once you have worked through the other activities in this book. Further resources: The Windmills Interactive programme can help you understand where you are now, where you want to be and how you plan to get there. The activities in this programme can be completed (free of charge) on the following website: 6

9 Your career choice 3 your planning Despite uncertainty, we need to act. Otherwise the future will be more uncertain. Making decisions prepares us for the future. If in 2013, for example, you re planning to complete a qualification by 2018, how do you know where you ll be at that time? The future holds no guarantees. Planning prepares you to some degree. How do you plan for uncertainty? Think about how to achieve your career vision. What practical things must you do to realise it? Do you need to find out more about your chosen qualification? Do you need to do a BA degree first to become a psychologist, for example? Do you need to talk to people in your chosen field? Think about it and make some notes. What else could you be? Have you thought about other career options where you could utilise your unique strengths? How else could you use the qualification you re interested in? What will happen if you can t achieve your plan due to unforeseen circumstances? What if you can t become what you want to? Who else can you talk with to recognise the changes you need to make? 7

10 Your career choice 4 your skills Skills are abilities you ve developed and can use effectively. You learn skills from your experiences. These include voluntary, paid or unpaid work, and family and community responsibilities. Basic skills are important when working within a fast-changing society: communication skills (reading, writing, creating online content, communicating visually and evaluating information), social intelligence (connecting meaningfully with others and wanting to make a difference), teamwork (negotiating, motivating and engaging with diverse groups online and offline), problem solving and novel thinking (creating unique solutions to problems) and information management (filtering and making sense of information). You will learn new skills in each module of your qualification. These can help you become employed and improve your community contribution. You need to connect what you learn at university with what you can contribute in the workplace and in your community. As you study and your skills develop, your frame of reference will expand and you will become aware of more opportunities. Think about your life experiences (work, volunteering, school, studies and personal). Link them to the specific skills you ve developed. Reflect on how these skills relate to your career choices. What skills do I have (think about paid and unpaid work, community and family activities)? What skills must I still develop? How will I develop these skills? 8

11 Your career choice 5 your values Your values show what is important to you. As such they have a significant effect on your career choices. Values are shaped by your family, community, work environment and life experiences. Here are examples of how values can influence career decisions Sipho is unhappy with his current administrative job and wants more challenges. He sees a job advert at his company for a sales representative training programme and is interested. If he takes the position, it will mean a lot of travelling. Is he willing to be away from his family for long periods? Is the excitement of travelling for a sales job more important? Mila is good at organising events such as weddings and birthday parties for her family and friends. Does she take the risk and resign from her secure job to make event planning a full-time business? Some examples of values include commitment, creativity, money, spirituality, curiosity, excellence, community, knowledge, independence, cooperation, challenge and adventure. Write down at least five values that are important to you. Can you link your values to specific occupations? How would your values be supported by the career choice you are making? How would your career choice support your values? Further resources: O*Net online has a function where you can search for occupations linked to specific values. Click on Advanced search on and then select Work values from the drop-down list. Click on the value that matches your top values as identified on the previous page. You will get a list of occupations related to the values important to you. 9

12 Your career choice 6 your career influences Where do your career ideas come from? To know where you are going you need to know where you come from. How did/ does the following people, things and events influence you: the media, your family, your school subjects, what you know about yourself and observing others at work, what you know about yourself, friends, economic/ job trends You could also reflect on who your role model is and how this person has shaped your career ideas. Chance events have a huge influence on careers. Think about the times when something happened that you did not plan for and could not control, but that impacted on your career direction. How you got your first job, for example. 10

13 Your career choice 7 your interests What do you like doing? Write down at least three activities that you really enjoy (for example, reading books, gardening and playing soccer). Make some notes on how they relate to your interest in studying psychology. If you know what field in psychology you are interested in, how do these interests relate to a specific field? Some further career choice resources The Unisa Directorate for Counselling & Career Development offers a career counselling service. You can either contact us electronically, or if you prefer, speak to a counsellor in person. The contact details are on the last page of this booklet. On-line resources Pace Careers Centre ( Complete the interest questionnaire by clicking on the Questionnaire button on the left side of the screen. Register to access the questionnaire. Once you have completed the questionnaire, you could read more about specific job titles on the site. Windmills ( Work through all the activities in this programme to help you think about your skills, interest and motivations and to clarify your career vision and the practical steps you will take to make your vision a reality. National Youth Development Agency ( Scroll over I want to and then click on get information. Click on Read more: Career Guidance and Information to access information about making a career choice. There is also a very comprehensive Careers and Occupations Reference Directory available for download. 11

14 Communication science What is communication science? Communication is a learned skill. Most people are born with the physical ability to talk, but we learn to speak well and communicate effectively. Speaking, listening and our ability to understand verbal and nonverbal meanings are skills we develop in various ways. We learn basic communication skills by observing other people and modelling our behaviours based on what we see. We are also taught some communication skills directly through education, and by practising those skills and having them evaluated. Communication as an academic field relates to all the ways we communicate, so it embraces a large body of knowledge. The information relates to both verbal and nonverbal messages. A body of scholarship all about communication is presented and explained in textbooks, electronic publications and academic journals. In the journals researchers report the results of studies that are the basis for an ever-expanding understanding of how we all communicate. Communication teachers and scholars in the United States (1995 & 2000) have developed a definition of the field of communication to clarify it as a discipline for the public: The field of communication focuses on how people use messages to generate meanings within and across various contexts, cultures, channels, and media. The field promotes the effective and ethical practice of human communication. Areas of specialisation in communication science A wide variety of subject matters are encompassed by the field of communication. While areas of emphasis differ from one school to another, some of the most common include: Applied communication. The study of processes used to analyse the communication needs of organisations and social interaction, including the design of training to improve communication between supervisors and employees. Communication education. The study of speech communication in the classroom and other pedagogical contexts. Communication theory. The study of principles that account for the impact of communication on human social interaction. Family communication. The study of communication unique to family systems. Gender communication. The study of gender and sex differences and similarities in communication and the unique characteristics of male-female communication. Health communication. The study of communication as it relates to health professionals and health education, including the study of provider-client interaction as well as the diffusion of health information through public health campaigns. International and intercultural communication. The study of communication among individuals of different cultural backgrounds, including the study of similarities and differences across cultures. Interpersonal communication. The study of communication behaviours in dyads (pairs) and their impact on personal relationships. Language and social interaction. The study of the structure of verbal and nonverbal behaviours occurring in social interaction. Legal communication. The study of the role of communication as it relates to the legal system. 12

15 Communication science Mass communication and media literacy: The study of the uses, processes and effects of mediated communication. Mediation and dispute resolution. The study of understanding, management and resolution of conflict in intrapersonal, interpersonal, and intergroup situations. Performance studies. The study of communication as performance, including its components, that is performer(s), text, audience and context. Political communication. The study of the role that communication plays in political systems. Public address. The study of speakers and speeches, including the historical and social context of platforms, campaigns and movements. Public relations. The study of the management of communication between an organisation and its audiences. Rhetorical criticism. The study of principles that account for the impact of human communication between speaker and audience. Semiotics. The use of verbal and nonverbal symbols and signs in human communication. Small group communication. The study of communication systems among three or more individuals who interact around a common purpose and who influence one another. Speech communication. The study of the nature, processes and effects of human symbolic interaction. While speech is the most obvious mode of communication, human symbolic interaction includes a variety of verbal and nonverbal codes. Theatre and drama. The study and production of dramatic literature. Visual communication. The study of visual data, such as architecture, photography, visual art, advertising, film and television as it relates to communication. Why study communication science? The best jobs in the new information society, in virtually every industry, will be filled by workers who can read, write, compute, communicate, think and deal with large amounts of information. A recent survey asked professionals to list things students can do to get a job in the communications field. The top four responses were: Develop public speaking skills, computer skills, and networking skills. Compete with campus debate teams or Toastmasters. Get involved with the campus radio/tv stations or newspaper. Work as a paraprofessional or volunteer in campus offices such as admissions, orientation, career services, health & wellness or public information. Many occupations today require an educated individual who can write and speak well, solve problems, learn new information quickly and work well with others on a team. This means that university and university of technology graduates use their education in a wide variety of fields, and your future career may relate more to your personal career interests, work values and transferable skills than any specific academic major. 13

16 Communication science What kind of personality is best suited for a career in communication? Communication careers span various specialisations and industries and as such require a combination of skills and traits. Different areas ask for different qualities, but for anyone to take on any of the fields of mass communication definitely requires better than average performance in whatever one does. It is not easy to get in and progressing is difficult. In general, excellent communication skills and being a good team player are important, besides being confident and hardworking. Physical stamina and will power count in one s favour for jobs in mass communication. Other attributes needed vary depending upon the area one pursues. Languages *What is language? According to Wikipedia, language is a dynamic set of visual, auditory, or tactile symbols of communication and the elements used to manipulate them. Language can also refer to the use of such systems as a general phenomenon. Language is considered to be an exclusively human mode of communication; although animals make use of quite sophisticated communicative systems none of these are known to make use of all of the properties that linguists use to define language. Areas of specialisation in languages Language training Linguistics Learning how to read and write a language. Also includes the sociocultural aspects of a specific language group. Unisa offers tuition in the following languages: English, Afrikaans, Northern Sotho, Shona, Southern Sotho, Swati, Tsonga, Tswana, Venda, Xhosa, Zulu, Russian, Mandarin, German, Hebrew (Classical and Modern), Greek (Ancient), Latin, Arabic, Italian, Spanish, Portuguese and French Linguistics, the study of language, tries to answer questions such as what all languages have in common, how languages differ from one another, what varieties occur within a single language, how written and spoken forms of language differ, how children acquire language, why languages change and whether differences among groups in society are reflected in their language. 14

17 Languages Theory of literature Theory of Literature includes an in-depth study of the different literary genres such as poetry, narrative and drama. It provides tools for the analysis, interpretation and evaluation of these forms of literature and it examines the role of the reader in these processes. Given its interdisciplinary nature, it studies the relationship between literature and such diverse fields as linguistics, ideology, gender, history, politics, psychoanalysis, aesthetics, culture, the arts, media and society. Why study languages? Studying languages will not only provide you with language skills, but also with other important skills in terms of the labour market such as critical and analytical thinking and research skills. Individuals with language backgrounds are employed in various positions in business, research organisations, educational settings, publishing companies and financial institutions and in the cultural, entertainment, communications and health care industries. Even if you decide not to pursue a language-related career, you will be equipped with a range of skills that will be useful in any work environment regardless of job title. What skills are developed through the study of languages? A major in a language tells a potential employer certain things about the skills and abilities you possess. Cultural competencies of language majors cross-cultural communication understanding of cultural differences knowledge of culturally specific behaviour, customs and values language competence for speaking, writing, reading and listening understanding of target culture, history, literature, music and folklore appreciation of diversity ability to interact effectively with people of different backgrounds Analytical skills of language majors critical thinking analysing and comparing cultures creating and clarifying ideas gathering and analysing information defining and analysing complex problems weighing values and assessing needs ability to conduct research Communication skills of language majors clear and concise writing understanding of audience needs ability to persuade/ influence listen and clarify well 15

18 Languages Practical/ organizational skills of language majors oral and written comprehension following oral and written instructions attention to detail and good observation skills generating innovative ideas and solutions identifying resources evaluating/ assessing processes and products ability to work cooperatively and to coordinate work with others flexibility in learning and thinking ability to take risks overcoming obstacles and barriers independent thinking did you know? South Africa was formally invited by China to join the BRICs (grouping acronym that refers to the countries of Brazil, Russia, India, and China) in South Africa thus became the first African country to be admitted to BRICS. What does this major political shift imply for the careers of BA student interested in language majors and Linguistics? You could be considering Mandarin/Portuguese with English/Linguistics as majors, with Russian at first year level in a General BA degree. This could lead to opportunities in translation, teaching and tourism. Your portable skills are the number of languages you mastered and how you could use your South African background to generate business or find employment in these countries. Source: Political shifts and opportunities for skilled multilingual people. retrieved on 15 February

19 Employability skills What is employability? According to a definition on Wikipedia, employability refers to your ability to gain initial employment, maintain employment, and obtain new employment if required. In simple terms, employability is about being capable of getting and keeping fulfilling work. Your employability depends on your knowledge (what you know), skills (what you do with what you know) and attitudes (how you approach things) the way you use your knowledge and skills and present them to employers, and the context (e.g personal circumstances and labour market environment) within which you seek work Your job search Research Identify and search for information about which job titles are linked to a major in communication science and languages. This book is your first resource but also use the internet, magazines, and newspapers to identify further options. Now, start researching the job market in terms of these job titles use as many job search strategies as possible including networking, informational interviewing, on-line job databases, company websites, and job advertisements in newspapers. Know the qualifications and skills needed for the jobs you want Identify your transferable skills and abilities (see this book). Target your cover letters, CVs, portfolio and interview strategies to match your skills to the skills needed. Other suggestions to increase your employability include Become a member of a professional association. Internships, part-time jobs and volunteer positions while you are a student often lead to future job placements. These positions often build networks in which you get to know people who hire or know of possible openings. It is strongly recommended that you obtain a position, whether paid or voluntary, which allows for hands-on experience in the field. Do informational interviews. Make appointments with people in your field who hold positions similar to your career goals. Ask them to describe the pathway they followed to obtain their position. While studying for your degree, develop a portfolio that shows your talents. This portfolio could include writing samples, audio- and video tapes, and copies of reports and group projects. 17

20 Employability skills Transferable skills for communication science & language majors Transferable skills are any skills you have acquired during any activity in your life that are transferable and applicable to what you want to do in your next job. Analyse any jobs (full-time, part-time, voluntary), your studies (formal and informal), projects, parenting, hobbies, sports in terms of skills that you have acquired and are able to use within the work context. Knowledge of your transferable skills is important in compiling your career portfolio, curriculum vitae and covering letters and for devising interview strategies. You need to be able to identify your skills, assess how you can demonstrate them, determine how you can develop them and communicate them to employers. According to the University of Texas (2003), the following skills are important for a career in communication science and languages. How many have you developed? Which skills do you need to develop or improve? Communication Influencing and persuading Assessing audience needs Presenting alternative viewpoints Clarifying ideas Making oral presentations Shaping general and specific points and programmes Critical thinking and analysis Summarising ideas Comparing information Using different approaches Developing critical evaluations Thinking independently Applying close reading and interpretation Research Designing and managing projects Organising ideas and information Developing hypotheses Solving problems Using information resources Comparing interpretations Writing Abstracting information Interpreting data Editing Writing concisely Writing and drafting documents Communication science and languages graduate abilities The following skills are developed on completion of a degree in communication science: persuasive communication techniques, especially in the design and execution of communication campaigns public speaking techniques public relations, advertising, and marketing techniques intercultural communication techniques 18

21 Employability skills communication techniques in development projects basic media production techniques communication policy development and analysis techniques communication research techniques language skills computer skills Skills developed on completion of a degree in languages: effective communication skills (oral and in writing) critical and creative thinking skills identifying, formulating and solving problems analytically and innovatively using appropriate research methodologies to access knowledge understanding diversity in terms of language and culture How would you market yourself to possible employers? Communication science and language graduates do not complete professional training degrees qualifying them as a something, for example a medical doctor or a physiotherapist. As a communication science and/or language graduate, you would need to assist the employer in coming to understand what skills you have developed by completing your particular degree and how they would benefit an employer. This section provides some hints on how to prepare and to talk to recruiters. The underlying assumption for this section is that all employers are really looking for five basic items from any candidate. These items are relational skills (interpersonal, group/team, conflict management) critical thinking skills writing skills computer skills degree and/or specific skill area (you have the ability to master content and to develop transferable skills) As a communication and/or language major, you have a competitive advantage. You have more experience with relational and critical thinking skills than others. If you managed your degree or diploma programme positively and proactively, you would have developed the computer and writing skills you need. Your degree would have provided you with a content area that demonstrates your ability to learn. While you are busy with your studies, you also need to develop transferable skills that are not necessarily developed as a result of your studies. For example, if you feel you need to complete additional computer training courses, then do so. So, what do you need to do to prepare for your job search efforts? Consider the following items as additional things to consider beyond the normal advice: You need to be able to explain how your skills and experiences fit the five categories described above. 19

22 Employability skills You need to be able to explain what a communication and/or language degree is in terms that a prospective employer will understand. You will need to be able to differentiate your degree from other degrees and describe its competitive advantage. You need to be able to explain what you can do for an organisation. What value will you add to a particular organisation? Volunteering As part of your career research you should consider being trained as a volunteer. The Unisa Department for Communication Science encourages and actively supports the drive for community services. It offers courses in communication skills (including the planning of communication campaigns), effective communication in organisations, and public speaking. The Department also presents practical workshops to students in community television, community radio and community journalism. Please contact the department for further information. Check which volunteer organisations are active in the area where you live. The Department of Social Development has a complete list of nonprofit organisations in each province available on their website at Consult websites such as Greater Good SA ( for information about volunteer opportunities in various fields. Look out for opportunities that will allow you to develop the skills you feel you need to develop while contributing to a community. As a volunteer, your studies will come alive and you will be enriched and in a position to build up an important network of people who could comment on your professional abilities. 20

23 Careers in the fields of communication science & languages When investigating a possible career in communication and languages, it is important to know the possible job titles available in the field and potential types of employers. The discussion in this section describes some of the careers and jobs available linked to the various communication and language-related qualifications offered at Unisa. In this ever-changing economy, there are job titles and descriptions which are not included but which might open up for the communication and languages graduate with the right skills, knowledge and experience. Unisa communication science and language qualifications and possible job titles College of Human Sciences Qualification Possible job titles Where? BA General with Communication Science and a language as majors BA General with Linguistics and a language as majors Book critic; copywriter; cultural attaché; cultural officer; diplomat; education and training specialist; foreign correspondent; tourist guide; travel writer Blogger; columnist; copy editor; copywriter; desk editor; document designer; editor; English language teacher (TESOL: Teaching English as a Second Language or TEFL: Teaching English as a Foreign Language); interpreter; journalist; linguist; materials developer; proofreader; reading and writing consultant/ facilitator; speech writer; teacher; translator Advertising agencies; government (Department of Foreign Affairs); publishing (newspapers, magazines, books and online); tourism agencies and companies; training organisations Advertising agencies; education sector (schools, universities, universities of technology and language schools); government (eg Parliament and SAPS); hospitality industry; international aid organisations (eg Amnesty International, United Nations, UNESCO); publishing (newspapers, magazines, books and online) 21

24 Careers in the fields of communication science & languages Qualification Possible job titles Where? BA General with Theory of Literature and a language as majors Author; creative writer; literary agent; playwright; poet; script reader; script writer (film and video); writer Freelancing; publishing (newspapers, magazines, books and on-line); film and television companies BA Languages and Literature with specialisation in Creative Writing BA (Communication Science) NDip: Public Relations Book critic; copywriter; cultural cultural officer; diplomat; education and training specialist; foreign correspondent; tourist guide; travel writer Blogger; columnist; copywriter; film and video editor; film maker; film producer; journalist; media specialist; program manager; public relations officer/ manager; presenter (radio or television); public speaker consultant/ facilitator/ tutor; speech writer; teacher; translator Public relations practitioner Advertising agencies; government (Department of Foreign Affairs); publishing (newspapers, magazines, books and on-line); tourism companies; training organisations Advertising agencies; broadcasting companies (radio or television); film and television companies; freelancing; public relations firms; publishing (newspapers, magazines, books and on-line) Public relations firms; government, private companies 22

25 Careers in the fields of communication science & languages College of Economic & Management Sciences Qualification Possible job titles Where? Bachelor of Business Administration (BBA) with Business Management and Communication Science as majors Bachelor of Business Administration (BBA) with Business Management and a language as majors Entertainment agent; events coordinator; journalist; market researcher; marketing manager/ officer; public relations officer/ manager; sales manager; salesperson; talent agent Acquisition editor; commissioning editor; foreign exchange trade; international financial consultant Film and television companies; freelancing; marketing companies; market research companies; public relations firms; publishing companies; sales and marketing departments at companies Banks; financial institutions; publishing (newspapers, magazines, books and online) College of Science, Engineering and Technology Qualification Possible job titles Where? BSc General Combine your scientific knowledge with your writing skills for alternative careers Scientific interpreter; scientific translator; scientific writer; technical writer Engineering firms; publishing (newspapers, magazines, books and online); software developing companies; training organisations 23

26 Short desciptions for specific job titles Advertising Account executive Account planner Copywriter Media buyer and media planner Acts as a link between clients and the advertising agency. They have overall responsibility for the smooth running of campaigns in their care and deal with the day-to-day turnaround of work, ensuring it is produced on time and on budget and that the client is satisfied with the work. Executives coordinate the activities of the advertising team and administrative staff and will typically handle the accounts of three to four noncompeting clients. Their role is to combine the attitudes and interests of consumers, clients and creative staff to help produce effective advertising. Acting as the voice of the consumer within an agency, planners use research data to identify ideal audiences and optimum methods of communication. Copywriters gather information about the product or service and potential customers, write advertisements and scripts for TV, film and radio commercials and think up ideas for complete advertising campaigns in all media. Copywriters are also employed to write promotional or informational booklets, sales promotional materials or merchandising campaign materials. Media buyers purchase the most appropriate advertising space within a range of media including digital, radio, press, television and the Internet. Media planners enable their clients to maximise the impact of their advertising campaigns through the use of a range of media. Their knowledge of media and communication platforms helps them to identify the most appropriate vehicle for building awareness of a client's brand. Education Teacher Teachers are employed to facilitate the learning of learners in specific areas (subjects) and can be employed by primary or secondary schools (private or government). In order to communicate effectively, knowledge of communication science and languages are recommended. 24

27 Short desciptions for specific job titles Lecturer Lecturers teach at tertiary institutions such as universities, universities of technology and private training institutions. An Honours degree in your field of study is necessary to be employed as a junior lecturer. Complete your doctorate for opportunities in terms of senior lecturer and professor. Training facilitator ABET facilitator Foreign language teacher Training facilitators are employed by organisations to train employees in a variety of fields. Adult Basic Education and Training facilitators help adult learners to develop basic skills such as literacy skills. Foreign language teachers are employed by language schools in most countries to teach English to children and adults. These teachers are usually TEFL (Teaching English as a Foreign Language) or TESOL (Teaching English as a Second Language) trained. Broadcasting Announcer (radio) or disc jockey Television/ film/ video producer A radio announcer/disc jockey may develop, create, record and produce special radio programmes. An announcer may introduce recorded music, present news and commercials and comment on matters of local interest and also conduct research to prepare programmes which are relevant and meaningful to the target audience Producers are the main players in the television, film and video industries. The initial idea for a project often comes from a producer, who will oversee each project from conception to completion, and may also be involved in the marketing and distribution processes. In theory, the producer deals with all the practical and political aspects of keeping a project running smoothly, so that the director and his team can concentrate on the creative angles. 25

28 Short desciptions for specific job titles Broadcasting (continued) Program researcher Presenter (television) Researchers collect, verify and prepare information for film, television and radio productions, either working on a wide variety of programmes or within one subject area. The work involves organising, planning and researching everything that will happen during the programme: who will be interviewed; where; will the film crew fit; does the budget stretch? The researcher will contribute ideas, contacts and sources to the process. A television presenter specialises in specific areas of announcing such as children's programmes, news, sports or the weather and should be familiar with the chosen area. Journalism Journalist Content editor/ manager/ writer The journalist gathers factual information on subjects of general public interest and set out to write clear, informative reports for publication. A journalist may specialise in print journalism, broadcast journalism or work in both and may cover a specific field (such as crime, art, finance or the environment) or work on a special assignment. Journalists observe events, conduct interviews and undertake research to get their information. Content editors coordinate with content writers and gather content relevant to the different areas of a specific website. Their tasks may include sourcing content, editing it and then publishing it; writing copy for links, article summaries and e- newsletters and promoting sites. Content writers write content exclusively for websites, eg. features or benefits of a product, service or an idea. Their tasks may include writing web content for websites or portals from scratch; editing and proofreading content once written; writing product descriptions, and brand support material; checking web pages before publishing online and writing content for websites, including blogs. 26

29 Short desciptions for specific job titles Marketing Events manager Marketing manager/ officer Salesperson/ manager Market researcher The events organiser plans, sets up and organises events such as seminars, conferences and exhibitions for clients. Your client could be large firms, professional organisations, small business, educational institutions, clubs, hotels and government. Events organisation combines aspects of marketing and public relations and requires exceptional project management skills. A marketing manager promotes and sells a company's products and services to other businesses, merchants and institutions. You will be responsible for recruiting, selecting, appointing and motivating marketing personnel; formation of marketing divisions and the assignment of authority and responsibility for marketing tasks. The task of the sales manager is to train salespersons, do forecasting and budgeting, organise, recruit, and lead and motivate the sales force; sales compensation, sales territory and the evaluation of sales performance. A market researcher is concerned with the scientific accumulation, analysis and interpretation of marketing information. You will collect, analyse and interpret data to determine the appeal of products or services, study the effectiveness of company advertising and advise management on sales and distribution policies. Public Relations Public relations manager/ officer Public relations specialists help people and organisations gain public acceptance by building and maintaining a favourable image. This could include issuing press releases, conducting public contact campaigns, planning conferences and fundraising events, preparing stockholder's reports and improving employer/ employee relations. They may work in a variety of areas or in one specific field, for example consulting, community involvement, employee communication, industrial affairs, media liaison, corporate advertising, videos, speeches, organising of special events and crisis communication. 27

30 Short desciptions for specific job titles Publishing Commissioning editor Editor Proof-reader Document designer Their job is to find, develop and match ideas having market potential to appropriate authors. Their key tasks include identifying and assessing the publishing market, developing and supporting projects and authors, and contributing to marketing and sales activities. Editors in book publishing firms decide if a manuscript has the potential to be a successful publication. Once a manuscript has been approved, an editor would arrange for the copyright and decides on the print, production techniques and promotion. Copy editors in a publishing firm checks through the text carefully, corrects language and factual errors and sometimes does extensive rewriting. The proofreader reads texts against the original to make sure that the typesetter has followed all instructions correctly and that there are no inadvertent mistakes such as repetition or omitted material. Designers provide expert knowledge and guidance on items such as the selection of typefaces to be used, the size of the page and the number of columns of text it will have, the selection and use of illustrations, design of the cover and methods of binding. Theatre/ performing arts/ dramatic arts Theatre managers Actor Theatre managers have responsibility for all the artistic work produced within a theatre and for the management of all parts of the organisation. Typical tasks include financial management of the theatre and for specific productions, recruiting and managing staff from the box office to back stage, marketing and publicity. An actor uses speech, make-up, costumes and gestures to portray characters on stage, in films, television and radio productions. An actor may be involved in the following fields of acting: live theatre, film and television, radio production, education, and industrial theatre 2 28

31 Short desciptions for specific job titles Online social media Social media manager Online community manager You will be responsible for implementing your organisation s social media strategy, developing brand awareness, generating inbound traffic and encouraging product adoption. You will work with the marketing and public relations teams to achieve this. Typical tasks could include managing social media campaigns, managing organisation s presence in social networking sites such as Facebook, Twitter and other, measuring the impact of social media programmes and monitoring trends in social media tools. You should be skilled in the following: project managemenr, social media platforms and how they are used in organisations, written and oral communication, blogging programmes and teamwork. You will manage communities related to your organisation in social networking sites such as Twitter, Facebook and others. This would include communication with users in these environments, ensuring that your company s community portal is up to date and functional, encouraging users to participate, reporting trends to marketing team, engaging in online conversations with users and answering questions. Your skills would include reading and writing skills, diplomacy, interpersonal skills, project management and organisational skills, building and maintaining relationships and good technical understanding and the ability to learn new tools quickly. Research Information contextualiser Information available on- and offline has and is increasing exponentially and the perception is that any information you need is available at the click of the button. But how do you (and organisations) distinguish between what is relevant and helpful and what not? An information contextualiser is a new breed of business advisor that assists clients to filter information that is relevant to their objectives and needs. The key purpose is to provide the right information in such a way as to be useful for a particular problem faced by a specific organization. An IC will draw on the global consciousness and knowledge base; their own experiences and case studies; contacts and individuals in diverse fields of expertise. The information is then provided in a format that suits the client s organization and their learning and development needs. (Bridle, 2010) 29 2