MUNASHE MATAMBO
BINDURA – The Marketers Association of Zimbabwe (MAZ) in collaboration with Bindura University of Science Education has jointly launched the country’s first ever Professional Diploma in Public Relations and Corporate Reputation Management, in a bid to better partnerships between the private and public sector in the coming years.
The programme is a culmination of the thrust from the new Government which requires that tertiary institutions be relevant to the industry. This rests on the backbone that industry has always been complaining that universities are not addressing industry problems, while universities have been complaining that industry has not been supportive of academic activities.
The Vice Chancellor of Bindura University of Science Education, Professor Eddie Mwenje, told Business Times that the diploma enables effective and efficient management of public relations related issues and helps adapt to PR and Corporate Reputation Management dynamics hence addressing the long-term issues that have created disconnect between industry and tertiary education over the years.
“In the midst of this disconnect, our country and industry have suffered a great deal of public relations and reputational blunders over the years. This has been worsened by the advent of social media which is very difficult to control. Just like anywhere in the world, big and small corporations have been damaged by the social media,” said Mwenje.
The professional Diploma in public relations and corporate reputation was developed with input from experts inside and outside the country in public relations, marketing practitioners, academics and quality assurance bodies.
President of MAZ Agrippa Mugwagwa said the organisation had already realised the need to broaden its strategy in 2016 by including marketing specialisations such as public relations, customer service, digital marketing sales and other related subjects.
He added that MAZ found it very important to on-board digital market as one of its product offerings and it is the most popular.
“This diploma includes modules related to psychology, sociology, media studies, events and corporate reputation management. We offer in-house trainings which can be tailored to match any business objectives incorporating case studies and examples from the specific business sectors. MAZ also offers short courses whose main objective is to create forums that bolster the sharing of ideas amongst professionals and also to establish a training and development presence for members,” he added.
MAZ is also the only institute in Zimbabwe which offers both marketing practitioners status and the highly acclaimed Zim chartered market status.
Mwenje added that in order to further strengthen the university’s relationship with the private sector, the academic institution intends to extend the relationship into its Master’s programmes and the institute’s high profile public lectures.
MAZ told BT that candidates who can apply should have alteast 5 ‘O’ level subjects including mathematics and English passed with grade C or better with either:
Five years working experience in a public relations or related field or any 2 ‘A’ level subjects passed with grades E or better, plus two years working experience in a public relations or related field, or if they have a degree or diploma in either public relations or marketing, or human resources or any other related area.
