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- To empower undergraduate students to follow a variety of career paths by providing a broad theoretical and research-based education in communication science
- To empower postgraduate students to independently acquire specialised theoretical and research-based knowledge, that will allow them to take up research, managerial and leadership roles
- To cultivate community participation by offering expertise as a service to society
- To lead in research in an African and global context
- To lead in the development and provision of relevant and contextualised study material
