212-305 Communicating Ag & Environ Technology

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Subject Description

This subject provides an understanding of the principles of effective communication, the practical skills to communicate effectively, and the development of skills in critical analysis of communication problems.

This subject examines the communication of agricultural and environmental technology as processes of information exchange which assist information users make better decisions. Topics include the communication skills of writing, speaking, body language, establishing rapport, questioning and listening; community consultation and mass media techniques; working with groups, leadership, conflict management, managing difficult people, and assertiveness; marketing as a communication process, determining clients' needs; adult learning models, and influencing human behaviour; interpretation of natural resources, including forest, to the general public; business decision making, project management, evaluating the effects of communication projects; public and private extension, Australian and overseas extension models; the ethics of social influence applied to extension and communication; and case studies.

Students must undertake an industry project. This provides an opportunity to study communication and marketing techniques used by an agricultural or forestry business or government department and to apply the issues studied in lectures to industry. Students will be expected to visit and observe or work with a business for two days and during that time undertake a project related to communication or marketing.

Assessment

A 2-hour end-of-semester written examination; one written assignment (up to 2000 words); a report on industry placement.

Prescribed Texts

• H Mackay, Why Don't People Listen?. Pan, 1994.
• A W van den Ban and H S Hawkins, Agricultural Extension. Longmans, 1988.