The Professional Communication Unit (PCU) at the University of Cape Town (UCT) recently conducted a business communication needs analysis to determine student perceptions of their communicative competence and the teaching strategies being used to develop such competence. Students felt that the specialist, stand-alone communication program was more effective than their 3 to 4-year degree per se in delivering communication instruction, but certain business fields (e.g., actuarial science) felt this more strongly than others (e.g., information systems). The implications are that expert tuition is essential and that a customized, more nuanced approach will ensure greater job literacy. Experiential teaching strategies that encourage student voice; workshop diversity; real-life scenarios; and supportive, scaffolding marking interventions will further consolidate skills development. In particular, communication teachers need to work with students and other stakeholders to deepen understanding of computer-mediated communications (CMC) and the expanded needs of a multicultural global society.
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