AZA2035 - Development communication - 2017

6 points, SCA Band 1, 0.125 EFTSL

Undergraduate - Unit

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.



Organisational Unit

South Africa School of Social Science


Dr Rose-Marie Bezuidenhout

Unit guides


South Africa

  • First semester 2017 (Day)


The aim of this unit is to describe development communication and explain its context within the greater development studies landscape. The nature and components of development communication are explained. Fundamental development communication approaches and theories are explained and applied. The unit also provides a framework for the research, development, implementation and evaluation of development communication campaigns. The unit explains the different phases and management of the campaign from the client brief and/or organisational problem statement to the evaluation and debriefing stages.


On successfully completing the unit students should be able to:

  1. explain the significance of communication in development studies;
  2. explain theoretical concepts, constructs and theories of development communication;
  3. describe relevant and current approaches to development communication in Africa;
  4. discuss development communication policies;
  5. critically analyse a range of case studies regarding development communication and development communication campaigns in Africa;
  6. develop a development communication plan/program to meet client or organizational needs;
  7. develop a development communication campaign to meet client or organizational needs, problems and strategic imperatives; and
  8. critically appreciate the research relevant to planning and evaluating development communication plans and campaigns.


Within semester assessment: 100%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. A unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)

This unit applies to the following area(s) of study