The BAJC seeks to prepare graduates with the knowledge, attitudes and skills to be effective in a complex and fast-changing communication environments, as well as to take leadership and set trends in that environment. The programme aims to strike a balance between theory and practice; between knowledge, character and skill. It seeks to give students a broad base in the fundamentals of Journalism and Communication and to explore the interface between these and the Liberal Arts and Social Sciences in the first two years. In the third year, students’ emphasis is funnelled into an area of specialisation. Because of current developments in the media, students are given a chance to specialise either in Journalism where they do theory as well as practical courses in print, radio, television and digital and online media, or in Communication where they do an intensive selection of courses in the broad areas of Corporate, Development and Humanitarian Communication.
The curriculum places special emphasis on training multi-skilled professionals that will fit into the converging, multimedia/communication environment.