IDM045-Principles of Communication Design for Development

Module Provider: School of Agriculture, Policy and Development
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Dr Sarah Cardey
Email: s.p.cardey@reading.ac.uk

Type of module:

Summary module description:

Learn how to apply key principles of development communication in practice and how to identify and address key factors that influence the design of communication interventions, through a group design project and interaction with experienced professionals.

Aims:
The aim of the module is for students to understand how the design of communication interventions is influenced by the needs and situation of the intended users as well as by the technical capabilities and limitations of communication channels.

Assessable learning outcomes:

By the end of the module, students should be able to:

• Critically assess the processes used in designing print, radio, web-based and ICT material in development contexts


• Apply the concept of usability to the design of communication media in development


• Articulate a general model for the design of communication materials and explain how this can be applied to different media and contexts


• Present a reasoned case for the selection and use of communication media and activities appropriate to a given audience, context and objectives


• Specify a design process for a given communication intervention.

Additional outcomes:

Students will enhance their skills in preparing and giving oral presentations. The module will also strengthen their teamwork and their ability to reflect critically on their own learning.

Outline content:

• Understanding the "audience" for communication media


• Use and usability of communication media


• Design of communication strategies, media and activities: a generic model


• Principles of print media design


• Designing radio and television for development


• Designing material for the WWW

Brief description of teaching and learning methods:
Teaching and learning methods will include lectures, reading assignments, formative tasks, group discussions and presentations, review of case studies, and a project to design complementary print and radio materials for a communication intervention. Discussion and feedback will take place through e-mail, as well as during class sessions. Visiting lecturers will contribute to the module.

Contact hours:

	Autumn	Spring	Summer
Lectures		20
Guided independent study:		80
Total hours by term		100
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Report	50
Oral assessment and presentation	50

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:
The Module will be assessed by coursework based on a group project:
1) a group presentation of proposals and designs for radio and print media to support a communication campaign (50%)
2) an individual report, comprising a critical appraisal of the process and the outputs of the group project (50%) (mandatory word limit: 2000)

Formative assessment methods:

Penalties for late submission:

The below information applies to students on taught programmes except those on Postgraduate Flexible programmes. Penalties for late submission, and the associated procedures, which apply to Postgraduate Flexible programmes are specified in the policy 'Penalties for late submission for Postgraduate Flexible programmes', which can be found here: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmissionpgflexible.pdf
The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:
A mark of 50% overall.

Reassessment arrangements:
Design of a communication strategy for a development intervention, chosen from a list of three topics and to include a critical commentary on the strategy.

Additional Costs (specified where applicable):

1. Required text books:


2. Specialist equipment or materials:


3. Specialist clothing, footwear or headgear:


4. Printing and binding:


5. Computers and devices with a particular specification:


6. Travel, accommodation and subsistence:

Last updated: 30 March 2023