CORPORATE COMMUNICATION (BT 11902)

SEMESTER 2 / 2009 - 2010

CREDIT HOURS 3 HOURS
DAY / TIME MONDAY (2:00 - 4:00 PM)
VENUE DKP 4

SYNOPSIS

This course is designed to give students an overall appreciation of the

importance of communications; It is developed to help students improve on
their writing and oral skills while providing practice in its essential forms.
The course content will also provide students with a comprehensive
understanding of communication principles and why achieving effective
communication skills are vital in the corporate world. Students are
therefore, highly encouraged to think about their own careers and the
communication skills they will need to develop, in order to be successful.

COURSE OBJECTIVES

• Establish an appreciation of the role of communication in a corporate

environment
• Achieve an understanding of the importance of effective communication
• Introduce the skills required in written and oral presentations
• Attain the aptitude to apply academic achievement to practical problems
• Understand how corporate communication relates to general
management
• Recognizes that there are communication processes and barriers
towards communicating in a culturally diverse work force

EVALUATION:

Written Assignment 20%

Team Presentation 20%
Mid-Term Examination 20%
Final Examination 40%

Total 100%

1. Written Assignment (20%)

Students are required to complete written assignments, individually and as
a team. This will include memos, letters, drafts, proposals and reports.
Written work will be graded on content and style according to evaluation
standards. Late submission of individual written assignments will not be
accepted.

2. Team Presentation (20%)

In the corporate world, a majority of proposals, reports and oral

presentations are frequently planned, researched, written, and edited by a
team of colleagues. Graduates who are not skilled in collaborative writing
and acknowledge that teamwork contributes to the success of any position
they may hold may be unprepared for professional life. Thus, it is critical, to
develop these skills and students are therefore, evaluated as a team.

The team project will constitute both written and oral presentations and the
team will be evaluated based on their ability to apply team mechanics
successfully, in the completion of their project. The Team Project is due in
Week 10. The topic for the team project can be of your choice.

3. Mid-Term Examination (20%)

The Mid-Term Exam will feature multiple choice questions and students
will be tested on the topics and chapters covered in the syllabus to date.
The mid-term exam will be used as an evaluation for the student’s
understanding of key concepts and theories and its application to daily
activities. In order to able to succeed in this evaluation, you would have
consistently read the relevant chapters to date as all questions will be
based from the main textbook used.

4. Final Examination (40%)

The final exam will consist of short essays and multiple choice questions
only. Questions are open enough to permit individual expression when
determining solutions and will center on the student’s effort and ability to
grasp theoretical concepts and its application in practice. The exam will be
evaluated on a student’s control over a successful line of argument.

LECTURE SCHEDULE
WEEK TOPIC

1 PERSPECTIVES ON COMMUNICATION: An Introduction to

Communications

2 UNDERSTANDING THE COMMUNICATION PROCESS : A Simple

Model of the Communication Process (Assignment 1 Due)

3 COMMUNICATING IN ORGANISATIONAL SETTINGS : Feedback,

Expectations and Subjectivity

4 THE 3-STEP WRITING PROCESS : Planning, Writing and Completing

Letters, E-Mails, and Reports (Assignment 2 Due)

5 COMMUNICATING ACROSS CULTURES : Towards Breaking,

Minimizing and Overcoming Social, Cultural and Ethical Barriers
(Assignment 3 Due)

6 COMMUNICATING IN TEAMS : Advantages, Disadvantages and the

Rise of the Virtual Team

7 SEMESTER BREAK

8 BUILDING CAREERS: Application Letters and Resumes.

9 INTERVIEWING FOR EMPLOYMENT: The Different Types of Interviews

and The Interview Process (Assignment 4 Due)

10 COMMUNICATION CHALLENGES : Distinguishing Ethical Dilemmas

from Ethical Lapses

11 WHAT MAKES PRESENTATIONS DIFFERENT: Planning, Designing

and Delivering Presentations (Team Project Due)

12 THE EXTERNAL COMMUNICATION NETWORK: Qualities that set

your Organisation Apart From That of Your
competitor’s

13 SUCCESSFUL PUBLIC RELATIONS : Telling the Corporate Story

Effectively - Long Term Commitment Vs Short Term Fix

14 ETHICS AND SOCIAL RESPONSIBILITY : Globalization and The Big

Picture

*All assignments must be handed in by dateline. According to University

Rules, attendance in class is compulsory. Absences must be supported by
written documentation. Please take note that you can be barred from the
Final Exam if more than 3 absences is observed in one semester.

MAIN TEXT :
Bovee,C L. & Thill, J V (2009). Business Communication Today, 8th ed.
Pearson Prentice Hall

REFERENCES:
Blundel, R, (2004), Effective Organisational Communication, 2nd ed,
Pearson Education Limited, UK
Young, D J., (2006), Foundations of Business Communictions : An
Integrative Approach, McGraw Hill, New York, NY 10020
Argenti, P A. (2009). Corporate Communication. 5th ed. McGraw Hill:
Singapore.
Beauchamp, T.L. & Bowie, N.E. (2004). Ethical Theory and Business. 7rd
ed. Pearson Prentice Hall: New Jersey.
Deresky, H. (2006). International Management: Managing Across Borders
and Cultures. 5th ed. Pearson Prentice Hall, New Jersey.
Thill, J.V. Bovee, C.L. (2007). Excellence in Business Communication. 7th
ed. Prentice Hall: New Jersey.
Robbins, S.P. & DeCenzo,D.A. (2005). Fundamentals of Management :
Essential Concepts and Applications. 5rd ed. Pearson Prentice Hall : New
Jersey

WRITTEN ASSIGNMENT
(Application for a Job)

The best way to prepare for a job interview is to think carefully about the
job itself. Job interviews have a dual purpose. The organisation’s main
objective is to find the best person available for the job. The applicant’s
main objective is to find the job best suited to his or her goals and
capabilities. Whilst the organisation is trying to decide whether you are
right for them, you on the other hand, must also decide if the organisation
is right for you.

Analysis and Research are important functions if you want to find an

organisation that suits your needs. Before you limit your employment
search to a particular industry or job, analyse what you have to offer and
what you hope to get from your work. Only then, can you identify
employers who are likely to want you and vice versa. And, only then, will
you be able to adapt your resume to those employers.

ASSIGNMENT

Write a covering letter with attached resume, based on the job described in
the advertisement, detailed below.

FORMAT

Use Letter format, with your resume as an attachment, following the three
step writing process:

PLANNING: Analyse – Study your purpose, your employment skills and

desires and your audience. Investigate – Gather relevant employment
information to find the best job opportunities. Adapt – Use audience focus
to convey your qualifications honestly and to match your skills with each
employer.

WRITING: Organise - Identify the best type of resume to convey your

particular educational and employment experience. Compose - Adopt a
style that is clear, concise, and credible. Use action verbs to focus on your
educational background, employment history, related extra curriculum
activities, and professional achievements.

COMPLETING: Revise - Evaluate the content, revising for both clarity and
conciseness, and avoid known common mistakes. Produce - Ensure a
clean, sharp look when producing your traditional, electronic, or online
version. Proofread - Look for errors in spelling and mechanics.

EVALUATION CRITERIA

You will be graded on your ability to structure your application letter and
resume to sufficiently stimulate the employer’s interest in you – in meeting
you and learning more about you. A successful resume inspires a
prospective employer to pick up the phone and ask you to come in for an
interview.

DUE DATE
Week of 18 April 2011

VACANCY :

THE WORLD OF MALAYSIA AIRLINES

FOR THE VACANT POSITION OF : MARKETING MANAGER

It has always been the hallmark of Malaysia Airlines (MAS) to bring

satisfaction to our clients with an eye towards excellence. We strive to
provide a pleasant and conducive work environment that challenges
individuals to seek to improve themselves.

Covering a myriad of occupations, skill sets and industries, we are involved

in the business of air travel and transport services. We believe that
Malaysia Airlines provides a home for talented people who are dedicated
to excellence in all that they do.

As we are always looking to add to our 22,000 loyal, talented staff

members around the world, our remuneration packages remain extremely
attractive. This position is open to Malaysian citizens only.

PORTFOLIO

Job Title : Marketing Manager

Salary : RM 8,000 a month
Reporting To : Country Manager

Accountability : The Marketing Manager will create, implement and nurture

the overall strategy for developing and maintaining sales targets through
effective use of all appropriate media. He/She will be responsible for
maximising the earned income through ticket sales. It is expected that you
will be leading the marketing and sales team towards overall media
relations, attaining positive relations with our major stakeholders to
capture, profile, direct and manage, effective targeting of existing and
prospective markets.

BENEFITS
Apart from a wide range of direct benefits, such as extensive medical
coverage (including dental schemes), employees of Malaysia Airlines
receive a very attractive remuneration package along with a
comprehensive insurance policy.

Employees of Malaysia Airlines are offered heavily discounted travel on

Malaysia Airlines as well as other partner airlines. Employees are also
entitled to other offers and discounts at hotels and other travel partners.
Through our Kelab Sukan Malaysia Airlines (KSM), we organise sporting
events and other recreational activities on a regular basis, locally and
internationally. We believe that work and play is the key to a balanced and
healthy lifestyle.

We believe in fostering a work environment that provides everyone with

equal opportunity and with room to grow and upgrade their skills.

We fly the world and offer a world of opportunities to those seeking a

rewarding career with us.

Come and be part of Malaysia Airlines!

CORPORATE COMMUNICATION (BT 11902)

SEMESTER 2 / 2009 - 2010
CREDIT HOURS 3 HOURS
DAY / TIME MONDAY (2:00 - 4:00 PM)
VENUE DKP 4

SYNOPSIS

This course is designed to give students an overall appreciation of the

importance of communications; It is developed to help students improve on
their writing and oral skills while providing practice in its essential forms.
The course content will also provide students with a comprehensive
understanding of communication principles and why achieving effective
communication skills are vital in the corporate world. Students are
therefore, highly encouraged to think about their own careers and the
communication skills they will need to develop, in order to be successful.
COURSE OBJECTIVES

• Establish an appreciation of the role of communication in a corporate

environment
• Achieve an understanding of the importance of effective communication
• Introduce the skills required in written and oral presentations
• Attain the aptitude to apply academic achievement to practical problems
• Understand how corporate communication relates to general
management
• Recognizes that there are communication processes and barriers
towards communicating in a culturally diverse work force

EVALUATION:

Written Assignment 20%

Team Presentation 20%
Mid-Term Examination 20%
Final Examination 40%

Total 100%

1. Written Assignment (20%)

Students are required to complete written assignments, individually and as

a team. This will include memos, letters, drafts, proposals and reports.
Written work will be graded on content and style according to evaluation
standards. Late submission of individual written assignments will not be
accepted.

2. Team Presentation (20%)

In the corporate world, a majority of proposals, reports and oral

presentations are frequently planned, researched, written, and edited by a
team of colleagues. Graduates who are not skilled in collaborative writing
and acknowledge that teamwork contributes to the success of any position
they may hold may be unprepared for professional life. Thus, it is critical, to
develop these skills and students are therefore, evaluated as a team.

The team project will constitute both written and oral presentations and the
team will be evaluated based on their ability to apply team mechanics
successfully, in the completion of their project. The Team Project is due in
Week 10. The topic for the team project can be of your choice.

3. Mid-Term Examination (20%)

The Mid-Term Exam will feature multiple choice questions and students
will be tested on the topics and chapters covered in the syllabus to date.
The mid-term exam will be used as an evaluation for the student’s
understanding of key concepts and theories and its application to daily
activities. In order to able to succeed in this evaluation, you would have
consistently read the relevant chapters to date as all questions will be
based from the main textbook used.

4. Final Examination (40%)

The final exam will consist of short essays and multiple choice questions
only. Questions are open enough to permit individual expression when
determining solutions and will center on the student’s effort and ability to
grasp theoretical concepts and its application in practice. The exam will be
evaluated on a student’s control over a successful line of argument.

LECTURE SCHEDULE

WEEK TOPIC

1 PERSPECTIVES ON COMMUNICATION: An Introduction to

Communications

2 UNDERSTANDING THE COMMUNICATION PROCESS : A Simple

Model of the Communication Process (Assignment 1 Due)

3 COMMUNICATING IN ORGANISATIONAL SETTINGS : Feedback,

Expectations and Subjectivity

4 THE 3-STEP WRITING PROCESS : Planning, Writing and Completing

Letters, E-Mails, and Reports (Assignment 2 Due)

5 COMMUNICATING ACROSS CULTURES : Towards Breaking,

Minimizing and Overcoming Social, Cultural and Ethical Barriers
(Assignment 3 Due)

6 COMMUNICATING IN TEAMS : Advantages, Disadvantages and the

Rise of the Virtual Team

7 SEMESTER BREAK

8 BUILDING CAREERS: Application Letters and Resumes.

9 INTERVIEWING FOR EMPLOYMENT: The Different Types of Interviews

and The Interview Process (Assignment 4 Due)

10 COMMUNICATION CHALLENGES : Distinguishing Ethical Dilemmas

from Ethical Lapses

11 WHAT MAKES PRESENTATIONS DIFFERENT: Planning, Designing

and Delivering Presentations (Team Project Due)

12 THE EXTERNAL COMMUNICATION NETWORK: Qualities that set

your Organisation Apart From That of Your
competitor’s

13 SUCCESSFUL PUBLIC RELATIONS : Telling the Corporate Story

Effectively - Long Term Commitment Vs Short Term Fix

14 ETHICS AND SOCIAL RESPONSIBILITY : Globalization and The Big

Picture

*All assignments must be handed in by dateline. According to University

Rules, attendance in class is compulsory. Absences must be supported by
written documentation. Please take note that you can be barred from the
Final Exam if more than 3 absences is observed in one semester.

MAIN TEXT :
Bovee,C L. & Thill, J V (2009). Business Communication Today, 8th ed.
Pearson Prentice Hall

REFERENCES:
Blundel, R, (2004), Effective Organisational Communication, 2nd ed,
Pearson Education Limited, UK
Young, D J., (2006), Foundations of Business Communictions : An
Integrative Approach, McGraw Hill, New York, NY 10020
Argenti, P A. (2009). Corporate Communication. 5th ed. McGraw Hill:
Singapore.
Beauchamp, T.L. & Bowie, N.E. (2004). Ethical Theory and Business. 7rd
ed. Pearson Prentice Hall: New Jersey.
Deresky, H. (2006). International Management: Managing Across Borders
and Cultures. 5th ed. Pearson Prentice Hall, New Jersey.
Thill, J.V. Bovee, C.L. (2007). Excellence in Business Communication. 7th
ed. Prentice Hall: New Jersey.
Robbins, S.P. & DeCenzo,D.A. (2005). Fundamentals of Management :
Essential Concepts and Applications. 5rd ed. Pearson Prentice Hall : New
Jersey

INTERVIEW STRATEGIES (1) - Being Prepared

For a successful interview, preparation is mandatory. Organisations today,

expect serious candidates to demonstrate an understanding of the
organisation’s operations, its markets, and its strategic and tactical
concerns. Candidates may be asked to collaborate on a decision or to
develop a group presentation. Trained observers will evaluate the
candidate’s performance using a predetermined criteria and then advice
management on how well each person is likely to handle, the challenges
normally faced on the job.

It is perfectly normal to feel anxious. But, preparation will help you perform
well. Before the interview, do some research, think ahead of what to ask
and what possible questions the interviewer will ask; reinforce your
confidence, polish your interview style, plan to look good, and be ready
when you arrive. Be sure to consider, any cultural differences, when
preparing for interviews, and base your approach on what your audience
expects.

Before the Interview: (1) Prepare a list of questions you need answered, in
order to evaluate the organisation, and whether a job with them, is what
you really want. (2) Polish your interview style. Confidence helps you walk
into an interview, but once you are there, you would want to give the
interviewer an impression of poise, good manners, and good judgement.
You are more likely to have a successful interview if you pay attention to
your non-verbal behaviour eg eye contact, smile, sit in an attentive
position, and use frequent hand gestures. These convince the interviewer
that you are alert, assertive, dependable, confident, polished, responsible
and lively. (3) Plan to look good. Physical appearance is important
because clothing and grooming reveal something about a candidate’s
personality and professionalism. The best policy on dressing is to dress
conservatively.

For and During the Interview: (1) Be ready when you arrive. You may have
to wait so bring along something to read. Perhaps, familiarise yourself on
your Resume. Go through your list of questions. The questions you ask are
just as important as the answers you provide. By asking intelligent
questions, you demonstrate your understanding of the organisation, and
you can steer the discussion into those areas that allow you to present
your qualifications to, maximum advantage. (2) The way you speak is just
as important as what you say. . Do not limit your questions to those you
think will impress the interviewer, or you will not get the information you will
need to make a correct decision if, and when you are offered the job. (3)
Anything you do or say, while you are waiting, may well get back to the
interviewer, so make sure you show your very best qualities from the
moment you enter the premises. That way you will be ready for the
interview itself once it actually begins.

After the Interview: Thank the interviewer/s for taking the time to meet up
with you. Get a definite commitment as to when they will get back to you.
Write a short letter when you get home, thanking them for the interview
and the opportunity given to you to meet up with them. When you receive
an offer of employment, this is an chance to call and asked to speak with
your immediate supervisor, so that he or she can clarify any further
questions you may have had, after you left the interview. Even if you get a
decline letter, it is always maintain the courtesy to write, to say thank you,
and should another opportunity arise in the future, your hope is that they
will contact you.

Some questions you may wish to ask yourself, before you apply for a job
and questions which you may choose to ask the interviewer/s to clarify,
before you make a decision:

1. ARE THESE THE PEOPLE I WANT TO WORK WITH?

Observe the interviewer/s, and if you can, arrange to talk with some of the
employees. Ask why the position is vacant and clarification as to the
reasons for the vacancy.

2. CAN I DO THIS WORK?

Compare your qualifications with the requirements described in the
advertisement and the questions posed during the interview. Are the
qualities the employer is looking for, what you have or can offer? What is
the first problem that needs attention if you are offered the position? Can
you do it?

3. WILL I ENJOY THE WORK?

Know yourself and what’s important to you. Will you find the work
challenging? Will it give you feelings of accomplishment, of satisfaction,
and of making a real contribution? Ask about the job’s major
responsibilities.

4. IS THE JOB WHAT I WANT?

You may never find a job that fulfils all your wants, but the position you
accept should satisfy at least your primary needs. Will the job allow you to
make full use of your best capabilities? Does it offer a career path to the
long term goals you have set for yourself?

5. DOES THE JOB PAY WHAT I AM WORTH?

By comparing jobs and salaries before you are interviewed, you will know
what is reasonable, for someone with your skills and qualifications, in your
chosen industry.

6. WHAT KIND OF PERSON WOULD I BE WORKING FOR?

If the interviewer is your prospective boss, watch how others interact with
that person, tactfully query other employees, or pose a carefully worded
question or two during the interview. If your prospective boss is someone
else, ask for that person’s name, job title, and responsibilities. Try and
learn all you can about your immediate superior. Ask what they can tell you
about the person you would be reporting to.

7. WHAT SORT OF FUTURE CAN YOU EXPECT WITH THIS

ORGANISATION?

How financially healthy is the organisation? Can you look forward to

advancement? Does the organisation offer other benefits like dental,
private health care, insurance, pension, vacation? Ask if relocation is
required now or in the future? What are the organisation’s major
strengths / weaknesses? Who are the organisation’s major competitors
and what are their strengths and weaknesses? What makes this
organisation different from another? Does the organisation have any plans
for new products, destinations, moving office or acquisitions? How does
the organisation describe its managerial philosophy? What training does
the organisation provide? Do employees have opportunities to continue
their education with the assistance of the organisation?

INDIVIDUAL EVALUATIONS

Attached on Page 2, is an evaluation form to fill out for the member of your
group, whom you are evaluating. You should only be evaluating ONE
member of the group. There should not be any duplication of group
members being evaluated. This information will allow me to assign
individual grades for group participation.

Write comments telling me specifically why the individual received the

score he or she did. If these forms are not filled out with comments, you
will lose points.

1. The information you provide on this assessment sheet is private

communication between you and me. It will not be shared with the other
members of your group.

2. No two people should get exactly the same assessment. Group

members are individuals, with different strengths and weaknesses, so they
can reasonably be expected to participate at different levels in each
category. Assessments do not normally cluster at the top end - or at the
low end – of the scale.

3. Be ready to explain your assessments throughout the project if I ask you

to do so.

4. Keeping notes on the person’s participation will help you evaluate your
fellow group member fairly.

5. Avoid making up responses at the end of the project as you will not be
able to recall incidences which contribute to the member’s final grade.

6. Assign points for the group member you are evaluating in each category
based on the following point allocation:

5 – Excellent
4 – Good
3 – Average
2 – Poor
1 – Dismal or did not participate at all

7. Be sure to total the individual’s score at the end.

8. The scores you assign will be reflected in the individual’s final grade on
the project.

9. You MUST write comments to justify your scores. Feel free to write any
additional comments that will help me fairly evaluate the individual
member’s participation.

Pg 2

Your Name : ________________________________

Group Member’s Name : ________________________________

Criteria............................................................................Points......................
.....................Comments

1. Being at and on time for meetings

2. Accepting responsibility and

volunteering for tasks

3. Contributing to ideas to improve

project

4. Talking and participating in

meetings / discussions

5. Doing his / her fair share of the

work allocated

6. Interacting smoothly with other

group members
7. Seeking / listening to others’
ideas and opinions

8. Showing respect for other members

and their ideas

9. Being prepared with ideas and information

at meetings

10.Committed to project timelines towards a

successful completion

Total Points

Please rank all group members (including yourself), in order of overall

participation, beginning with the strongest member in the team.

Justify your comments:

INDIVIDUAL ASSIGNMENT : Self Analysis

Write a short description introducing yourself.

FORMAT

Using a memo format decide if the construction of your memo should be

formal, semi-formal or informal. Remember to use the appropriate tone in
terms of word selection and sentence construction.

EVALUATION CRITERIA

You will be graded on your ability to structure your assignment in its

correct format and tone. Ensure that your writing style gives the reader
sufficient detail of yourself in order to access the creativity of your writing
style. Please remember that communication takes place in many settings
and for many purposes.
There is seldom a “right” answer and corporate communication depends
on your judgment and analysis of the situation.

DUE DATE / TIME

07 February 2011 / 2 pm

Tutorial 2

Things to watch for when viewing the video:

• The strategies that Patrick uses to try to control the meetings.

• The kinds of persuasion Patrick uses (and doesn't use) to try
to convince his supervisors of his point of view.
• The body language, paralanguage, and dress of each of the
participants and what these suggest.
• The kinds of filters that seem to be operating in each of the
listeners' minds.
• How well or poorly Patrick adapts to his audience during the
meetings.

Discussion Questions:

• How could Patrick have taken better control of these

meetings, particularly the first one?
• Patrick depends heavily on his track record and his own self-
confidence to convince the others that the project is going well. How
well does this persuasive strategy work?
• How might well-designed visuals have helped Patrick make
his case? What kinds of visuals might have been good to use?
• What kinds of personalities is Patrick dealing with? How can
you tell?
• Critique each of the participants' listening skills.
• Patrick's language is quite informal. Do you think this helps or
hurts his interaction with the others?
• What did Patrick do well in these meetings?

Please take note that your team project is due on Week 10.
You are not required to submit your project prior to your presentation.

For this evaluation of 20%, you are required to submit:

(1) Your Report

(2) Supplementary documentation in determining you have done the report
yourselves. This must include (1) Proformas for "Tasks Sheet" of the team
member, (2) "Individual Evaluation", (3) evidence of meetings, (4) evidence
of characteristics of an effective team, 3-step writing process, listening
process, presentation process etc.

**Be ready to present when you hand in your project report during lecture
time, 2:00 pm; from week 10.

Tutorial 3
Discussions to center on what makes an effective team. The advantages
and disadvantages involved. How you can address and improve on your
own role within the team; either as a leader or team member.

The discussions held will greatly assist you in the preparation and
completion of your team project.