Ateneo de Zamboanga University

School of Liberal Arts

Fr Eusebio, SJ Campus, La Purisima St., Zamboanga City

COURSE SYLLABUS in PURPOSIVE COMMUNICATION

School Year 2018-2019
Name of
Course Title Purposive Communication Robin Atilano De Los Reyes
Teacher
Consultation
Credit Units 3 01:00-02:00 p.m./SLA Office
Time
Pre-requisite Contact
None 3
Subject Hours/Week
Class Schedule Monday-Wednesday/07:30-08:55/XH-301

Institutional Graduate Attributes

Our graduates should possess the following attributes:
1. generous and committed to excellence (magis);
2. caring and respecting to the individual person and God’s other creations (cura personalis);
3. able to live in harmony with others (companionship);
4. committed to serve, uplift and rehabilitate the lives of those who are marginalized -- the least, the lost and the last (social
involvement);
5. discerning and sensitive to self, to others and to God (discernment); and
6. passionate toward work (animo).

Course Description
This course is about writing, speaking, and presenting to different audiences and for various purposes. It aims to develop
students’ communicative competence and enhances their cultural and intercultural awareness through multimodal tasks that
provide them opportunities for communicating effectively and appropriately to a multicultural audience in a local or global context.
It equips students with tools for critical evaluation of a variety of texts and focuses on the power of language and the impact of
images to emphasize the importance of conveying messages responsibly. Through composing and producing relevant oral, written,
audio-visual and /or web-based output for various purposes, this course provides students with the knowledge, skills and insights
that they may use in their other academic endeavors, their chosen disciplines, and their future careers.

Course Learning Outcomes

At the end of the course, the students should be able to:

Knowledge
1. Describe the nature, elements, and functions of verbal and non-verbal communication in various and multicultural contexts
2. Explain how culture and global issues affect communication
3. Determine culturally appropriate terms, expressions, and images
4. Evaluate multimodal texts critically to enhance receptive (listening, reading, viewing) skills;
5. Summarize the principles of academic text structure

Skills
1. Convey ideas through oral, audio-visual, and/or web-based preparations for different target audiences in local and global
settings using appropriate registers
2. Create clear, coherent, and effective communication materials
3. Present ideas persuasively using appropriate language registers, tone, facial expressions, and gestures
4. Write and present academic papers using appropriate tone, style, conventions, and reference styles

Values
1. Adopt cultural and intercultural awareness and sensitivity in communication of ideas
2. Appreciate the differences of the varieties of spoken and written language
3. Adopt awareness of audience and context in presenting ideas
4. Appreciate the impact of communication on society and the world
 CROSS-LINKED
CONCEPTS/VALUE
INTENDED S TO BE
TIME
LEARNING LEARNING INTEGRATED
FRAME ASSESSMENT
CONTENT OUTCOME (Relate this to LEARNING EPISODES REFERENCES
STRATEGIES
(With Success the Vision-
(Weekly)
Indicators) Mission
Directions of the
school)
Week 1 1.1. Schola 1.1. Gain Magis 1.1. Quiz on the 1.1. Individual reading Chase & Shamo
Brevis understanding of course syllabus and group discussion (2013)
Day 1 1.2. the course Integrity 1.2. Quiz and 1.2. Lecture and class
Schola Communicatio expectations seatwork on discussion on elements Leigh-Hunt (2016)
Brevis n processes, 1.2.Describe the identifying and types of
principles and nature, elements, elements of communication Madrunio & Martin
ethics and functions of communication 1.3. Group work on (2018)
Day 2 verbal and non- (e.g. sender, identifying elements of
Processe verbal message, channel, communication in MTD Training &
s& communication in receiver, effect) various texts Ventus Publishing
Principle various and Aps. (2010)
s multicultural
Ethics contexts by (a) Uychoco & Santos
discussing the (n.d.)
communication
processes, (b)
defining the
communication
principles, and (c)
explaining the
communication
ethics.
Week 2 2.1. 2.1. Explain how Cura Personalis 2.1. Reaction 2.1. Class discussion of Madrunio & Martin
Communicatio cultural and global paper and/or essay, “Flight from (2018)
Day 1 n and issues affect Companionship discussion forum Conversation” or video
Globalization communication by on the impact of “Connected but Alone” Shirky (2012)
Flipped: (a) identifying the globalization on (Video 1) and “How
Flight different how people Social Media can Make Turkle (2012a)
from communication communicate, and History”
Convers problems affecting vice versa 2.2. Group activity on Turkle (2012b)
ation w/ the society and the 2.2. Accomplished intercultural
Annotati world, (b) worksheet on communication
on describing the intercultural
Discussi impact of communication
on technology on
(Content interpersonal
& communication,
Reaction and (c) discussing
Paper) the influence of
culture and
globalization on
communication
2.2. Appreciate the
impact of
communication on
society and the
world by discussing
the importance of
intercultural
communication
and intercultural
competence
Day 2 2.3 Local and 2.3. Determine Local and global 2.3. Accomplished 2.3. Lecture and class Biber & Conrad
Flipped: Global culturally solidarity worksheet on discussion on using (2009)
Article Communicatio appropriate terms, using culturally culturally appropriate
(“Comm n in expressions, and Discernment appropriate terms, terms, expressions and Clark (2014)
unicatin multicultural images (sensitivity expressions, and images; varieties and
g in a settings to gender, race, Cura Personalis images; varieties registers of language Dainton & Zelley
Multicult 2.4. Varieties class, etc.) and registers of 2.4. Class discussion on (2015)
ural and registers 2.4. Adopt cultural language cultural appropriateness
Society of spoken and and intercultural 2.4. Research and in communicating as Feki (2009)
and written awareness and report on various tackled in film/video
World”) language sensitivity in cultural and 2.5. Exercises on using Madrunio & Martin
w/Annot communication of intercultural culturally appropriate (2018)
ation ideas. modes of terms, expressions, and
Discussi communication images Studying varieties of
on (e.g 2.6. Interview invited English (2018)
Input words,/gestures speakers/students Youssef (2015)
(Express used in a
ions) particular region
or country to show
Video respect) and/or
various issues in
communication
(e.g. use of
politically correct
words in today’s
world; gender
sensitivity through
language)
Week 3 3.1. 3.1. Evaluate Social involvement 3.1.-3.3. Invitation 3.1.-3.3. Lecture and Contrast media’s
Day 1 Evaluating multimodal texts and social for people to join class discussion on message with
messages critically to responsibility cause oriented critical reading and traditional text
Flipped: and/or images enhance receptive events using listening (2018)
Article (e.g., pictures, (listening, reading, Cultural sensitivity various social
(Norton illustrations) viewing) skills and tolerance media such as 3.1.-3.3. Exercises on International arrival
Guide to of different 3.2. Convey ideas email, social analyzing content (n.d.)
Writing) types of texts through oral, media, print (audience and context)
w/ reflecting audio-visual, and/or electronic of various texts Mooney et al. (2010).
Annotati different and/or web-based advertisements
on cultures presentations for Reed (n.d.)
Discussi (regional, different target
on/ Asian, audiences in local Würtz (2006)
Activity Western, etc.) and global settings
1. What is the using appropriate
message? registers
2. What is the 3.3. Adopt
purpose of awareness of
the
audience and
message?
3. How is the
context in
message presenting ideas
conveyed
by the text
and/or
image?
4. Who is the
target
audience of
the
message?
Week 3 3.2. 3.2. Convey ideas Local and global 3.2. Oral, Audio- 3.2.a. Lecture and class Adler, Elmhorst, &
Day 2 Communicatio through oral, solidarity visual, and/or web- discussion on preparing Lucas (2012)
n aids and audio-visual, based audio visual and web-
Gallery strategies and/or web-based Discernment presentations to based presentations O’Brien (2018)
Walk using tools of presentations for promote cultural 3.2.b. Group work and
(15) technology different target values (e.g., class discussion on Undergraduate
Video audiences in local respect for elders, identifying problems students
Analysis and global settings bayanihan spirit, with the research unwittingly
Input using appropriate etc.) presentation in the video subjected to
registers world's worst
research
presentation.
(2012, August 14)
Week 4 4.1.a. 4.1. Convey ideas Social involvement/ Speech analysis Lecture and class Daiton & Zelley
Day 1 Communicatio through oral, awareness discussion on (2015)
n for various audio-visual, informative, persuasive
Speech purposes and/or web-based Ecological and argumentative Lucas (2011)
Analysis 1. to obtain, presentations for stewardship communication
provide, and different target Searles (2014)
Day 2 disseminate audiences in local Globalization (local Lecture and discussion
information and global settings and global on types of speeches Video of “The most
HW: 2. to persuade using appropriate solidarity) and public speaking Important Cannot be
Read and argue registers by (read, memorized, Said”: Eddie
Editorial creating an impromptu/ Calasanz at
(PDI) 4.1.b. informative, extemporaneous) TEDxADMU (youtube)
and Purposes and argumentative, or
Answer Types of persuasive
Guide Speeches communication
Question material
s
Week 5 5.1. Present 5.1.a. Create clear, Social involvement Inquiry Letter or Lecture-discussion and Handbook for
information coherent, and Response to short exercises on effective personal
Day 1 through effective Inquiry asking for information communication
Inquiry Inquiry, Letter communication through inquiry letter or (2008)
Letter/ or Interview, materials by Incident Report interview, response to
Respons Response to writing a letter of queries, incident reports Incident report form
e to Queries, inquiry and template (n.d.).
Inquiry Incident incident report
Reports 5.1.b. Present Letter of inquiry
Day 2 ideas persuasively (n.d.).
Incident using appropriate
Report language registers,
tone, facial
expressions, and
gestures by
delivering a formal
one-minute speech
based on current
issues
5.1.c. Adopt
awareness of
audience and
context in
presenting ideas by
using appropriate
language registers
and formats
Week 6 6.1. 6.1. Convey ideas Social involvement/ Public service Interactive lecture- A guide on how to
Day 1 Communicatio through oral, awareness announcements discussion and write an editorial
Discussi n for various audio-visual, (audio/video, cooperative learning on (2017, January 1)
on on purposes and/or web-based Ecological social media) public announcements
Editorial 1. to obtain, presentations for stewardship about disaster and editorial Example of public
& PSA provide, and different target preparedness service
 disseminate audiences in local Globalization (local announcement
Day 2 information and global settings and global Editorial about (2006, August 2)
Worksho 2. to persuade using appropriate solidarity) environmental
p Outline and argue registers issues Gilberr, J. M. (2018,
& Peer 6.2. Create clear, January 18)
Evaluati Public coherent, and
on announcemen effective How to make a PSA
(Group ts communication (2012, April 17)
of 3) materials
Editorial 6.3. Present ideas Renda (2017)
Submissio persuasively using
n of PSA: appropriate Sample public
Week 7 language registers, announcement
tone, facial (n.d.)
expressions, and
gestures Warfield (n.d.)
6.4. Adopt
awareness of
audience and
context in
presenting ideas
Week 7 7.1. 7.1. Convey ideas Social involvement/ Public PA & Editorial Bailey (2013)
Day 1 Communicatio through oral, awareness announcements Presentations
Discussi n for various audio-visual, (audio/video, Editorial writing
on Public purposes and/or web-based Ecological social media) Formal One-Minute rubric (n.d.)
Announc 1. to obtain, presentations for stewardship about disaster Speech based on
ement provide, and different target preparedness Current Issues Extemporaneous
disseminate audiences in local Globalization (local (Extemporaneous) public speaking
Submissio information and global settings and global Editorial about rubric (n.d.)
n: 2. to persuade using appropriate solidarity) environmental
PA Poster and argue registers by issues Public service
presenting a public announcement
Presentations service Formal One- rubric (n.d.)
Day 2 on Public announcement minute Speech Rubric – Writing an
One- Announcemen about disaster based on current editorial (n.d.)
minute t about preparedness issues
Speech Disaster 7.2. Create clear, (extemporaneous)
(Extempo Preparedness coherent, and
raneous) and Editorial effective
about communication
Environment materials through
Issues PSA and editorial
about environment
Formal One- issues
Minute 7.3. Present ideas
Speech based persuasively using
on Current appropriate
Issues language registers,
(Extemporane tone, facial
ousSpeaking) expressions, and
gestures by
delivering a one-
minute speech on
current issues
7.4. Adopt
awareness of
audience and
context in
presenting ideas
Week 8 8.1. 8.1. Create clear, Social Involvement Workplace Lecture and class Formatting letters,
Day 1 Communicatio coherent and documents (e.g., discussion on effective memos, and
Letters, n for work effective Cura Personalis minutes; memo) communication and oral emails (n.d.)
Emails, purposes communication presentations in the
and (e.g., materials by Observing Rules of workplace How to conduct an
Memos healthcare, following Conduct effective meeting.
education, guidelines in Analysis of different (n.d.)
Day 2 business and writing letters, communication
Conduct trade, law, emails, and memos materials How to write an
of media, 8.2. Present ideas effective memo
Meeting science and persuasively using Writing exercises on (n.d.)
and technology) appropriate communication
Minutes language registers, materials for the Insley (2016)
of Letters, tone, facial workplace (e.g.,
Meeting Emails, and expressions and minutes, memo, letters, Kangas (2012, April
Memos gestures in emails and meetings) 11)
conducting
Conduct of meeting PTA meeting
Meeting and appropriately minutes,
Minutes of 8.3. Adopt 2012/2013 (n.d.)
Meeting awareness of
audience and Running effective
context in meetings: Agenda
presenting ideas in and preparation
communicating (2016, February
ideas by writing 21).
office
documents/interoffi
ce correspondence
Week 9 MIDTERM EXAMINATION
Week 10 10.1. 10.1. Create clear, Social Involvement Written and/or oral Lecture and class Campaign proposal
Day 1 Communicatio coherent and presentation discussion on writing (n.d.)
Media n for work effective Cura Personalis (group reporting) effective business
Campaig purposes communication of a medical case/ proposal and creating How to write
n (e.g., materials by Proper Decorum business proposal/ effective media business proposals
Proposal healthcare, writing and editing media campaign campaign proposal (n.d.)
/ education, business proposal proposal/ program
Multimo business and and media or project proposal Analysis of different Searles (2014)
dal trade, law, campaign proposal for addressing a business proposal and
media, 10.2. Present ideas health media campaign Vandervelde (2018,
Day 2 science and persuasively using issue/problem proposal July 30)
Worksho technology) appropriate (using
p on language registers, communication In-class writing and Grading rubric:
Multimo Business tone, facial aids and write-shop on business Campaign
dal & Proposal expressions and strategies-tools of proposal and media presentation &
Peer gestures by technology) campaign proposal plan book (n.d.)
Evaluati Media preparing and
on Campaign presenting Final project: In-class presentation of IACBE advancing
Proposal business and Multimodal business proposal and academic quality
media campaign Advocacy media campaign in business
proposal campaign (print, proposal education
10.3. Adopt audio, visual, web- worldwide:
awareness of based) addressing Example of a
audience and current issues business plan
context in tackled in previous evaluation rubric
communicating tasks (e.g., good (n.d.)
ideas by presenting governance,
business proposal responsible Presentation
and media citizenship, guideline and
campaign proposal disaster scoring rubric for
preparedness, business plans
environmental (n.d.)
preservation,
 poverty reduction, Presenting your
etc.) business plan:
Evaluation rubric.
(n.d.)

Week 11 11.1. 11.1. Write and Sanctity of Marriage Analysis Paper Lecture and class Bullock & Goggin
Day 1 Communicatio present academic Fair Treatment (e.g., literary discussion on literary (2013)
Literary n for paper (i.e., literary analysis) analysis
Analysis academic analysis) using Sacredness of Life How to write a
purposes appropriate tone, Independent research literary analysis
Day 2 style, conventions (literary analysis) essay (n.d.)
Worksho Literary and reference
p & Peer Analysis of styles Write-shop on literary
Evaluati “Hills Like 11.2. Adopt analysis
on White awareness of
Elephants” audience and
context in
presenting ideas
11.3. Convey ideas
through oral, audio-
visual, and/or web-
based
presentations for
different target
audiences in local
and global setting
using appropriate
registers by writing
a literary analysis
Week 12 12.1. 12.1. Write and Credibility of Analysis Papers Lecture and class Packer (2018, April
Day 1 Communicatio present academic Evidence (e.g., political discussion on political 23)
Research n for papers (e.g., science analysis science analysis and
Article academic political science Conformity to paper) and/or research article critique
Critique purposes analysis and Truths technical papers
research article (for journal article Independent research
Day 2 Political critique) using Temperedness in or magazine (political science
Worksho Science appropriate tone, Decision-Making article) on analysis and research
p & Peer Analysis style, conventions political, social, article critique)
Evaluati on the “Latest and reference Integrity of Facts cultural, economic
on Syrian Air styles or health, Write-shop on political
Strikes by US, 12.2. Adopt Balance in Opinions environment science analysis and
UK, and awareness of issues research article critique
France” audience and Fairness in
context in Judgment Research journal
Research presenting ideas article critique
Article 12.3. Convey ideas
Critique through oral, audio-
visual, and/or web-
based
presentations for
different target
audiences in local
and global setting
using appropriate
registers by writing
political science
analysis and
research article
critique
Week 13 13.1. 13.1. Write and Credibility of Analysis Papers Lecture and class The literature review
Day 1 Communicatio present academic Sources (e.g., literature discussion on literature (n.d.)
Literatur n for papers (i.e., review) on review
e Review academic literature review) Exercise of Genuine political, social,
purposes using appropriate Scholarship cultural, economic Independent research
Day 2 tone, style, or health, (literature review)
Worksho Literature conventions and environment
p & Peer Review reference styles issues Write-shop on literature
Evaluati 13.2. Adopt review
on awareness of
audience and
context in
presenting ideas
13.3. Convey ideas
through oral, audio-
visual, and/or web-
based
presentations for
different target
audiences in local
and global setting
using appropriate
registers by writing
a literature review
Week 14 14.1. 14.1. Write and Honesty Analysis Papers Lecture and class Creswell (2012)
Day 1 & Communicatio present academic (e.g., data discussion on data
2 n for papers (i.e., data Fidelity in the collection and collection and analysis
Data academic collection and Interpretation and analysis) on
Collectio purposes analysis) using Representation of political, social, Independent research
n and appropriate tone, Facts/Data cultural, economic (data collection and
Analysis Data style, conventions or health, analysis)
(Note: Collection and and reference Accuracy of environment
Input Analysis styles Citations for Points issues In-class writing exercises
and Data 14.2. Adopt of Confirmation and
Commen awareness of Departure
tary) audience and
context in
presenting ideas
14.3. Convey ideas
through oral, audio-
visual, and/or web-
based
presentations for
different target
audiences in local
and global setting
using appropriate
registers by writing
data collection and
analysis correctly
Week 15 15.1. 15.1. Write and Respect of the Presentation Lecture and class PhD: How to present
Day 1 Communicatio present academic Confidentiality Analysis Papers discussion on poster a poster at an
Video & n for papers (e.g., poster Clause (e.g., poster presentations international
Input academic presentations) presentations) on conference (2016,
purposes using appropriate Protection of political, social, Independent research August 11)
Day 2 tone, style, Human Subjects cultural, economic (poster presentations)
Worksho Poster conventions and from Psycho-Social or health, Vyas & Anand (2017)
p & Peer Presentations reference styles Harm environment Presentation and
Evaluati 15.2. Adopt issues critiquing of poster Academic
on awareness of Protection of the presentations presentations
audience and Data Collected Academic (2008, March 17)
context in presentations
Week 16 presenting ideas Faithfulness in the (e.g., poster Bullock & Goggin
Day 1 & Accurate presentations for a (2013)
2 15.3. Convey ideas Presentation of local/international
Poster through oral, audio- Data forum) of How to use and
Presenta visual, and/or web- analysis/technical evaluate student
tions based paper speaking and oral
presentations for presentations in
different target the classroom
audiences in local (n.d.)
and global setting
using appropriate Oral presentation
registers by (n.d.)
presenting poster
Week 17 17.1. 17.1. Present Short lecture on a Lecture-discussion Academic
Day 1 Communicatio lecture using chosen topic presentations
n for appropriate tone, Critiquing of lecture (2008, March 17)
Day 2 academic style, conventions
purposes and reference Bullock & Goggin
styles (2013)
Lecture 17.2. Adopt
awareness of How to use and
audience and evaluate student
context in speaking and oral
presenting ideas presentations in
17.3. Convey ideas the classroom
through oral, audio- (n.d.)
visual, and/or web-
based Oral presentation
presentations for (n.d.)
different target
audiences in local
and global setting
using appropriate
registers by
conducting lecture
Week 18 FINAL EXAMINATION
CULMINATING ACTIVITY
 COURSE REQUIRMENTS AND CLASS POLICY
Course Requirements  Regular attendance
 Active participation and advanced reading
 Prompt submission of course outputs (e.g., individual reaction paper, organizational essay, and
political science analysis and group media campaign proposal and multimodal-multimedia video, etc.)
 Speech delivery, performance tasks, and presentations
Class Policy
Grading System Midterm Grade 2/3 class standing (written outputs, in-class exercises/activities) + 1/3 Midterm
Exam
Second Quarter 2/3 summative assessment + 1/3 performance-based assessment
Final Grade Midterm Grade + Second Quarter + Final Exam (multimodal advocacy
campaign)
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Adler, R., Elmhorst, J.M., &Lucas, K. (2012). Communicating at work: strategies for success in business
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v=9Z2Xb4GHj1c&t=69s
Bailey, J. (2013). Extemporaneous speaking: Engaging with current events. USA: Engaging with current
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Campaign proposal. (n.d.). Retrieved from
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Clark, U. (2014, April 22). Which variety of English should you speak? Retrieved from
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ii-reading
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Example of public service announcement. (2006, August 2). Retrieved from

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f
How to write business proposals. (n.d.). Retrieved from
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roposals.pdf
How to write an effective memo. (n.d.). Retrieved from
http://www.kean.edu/~cpdonova/HowtoWriteaMemo2.pdf
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001.pdf
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evaluation rubric. (n.d.). Retrieved from https://www.viu.edu/docs/sb/business-plan-rubric-BUSS-
480.pdf
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Leigh-Hunt, N. (2016). Principles, theories and methods of effective communication (written and oral) in
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effective communication). Retrieved from http://healthknowledge.org.uk/public-health-
textbook/organisation-management/5a-understanding-itd/effective-communication
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Oral presentation. (n.d.). Retrieved from
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Prepared by: (Teacher) Checked by: Approved by:

Mary Sheildred D. Angeles Robin A. De Los Reyes, Ph.D. Robin A. De Los Reyes, Ph.D.