PENGENALAN KOMUNIKASI KORPORAT HI-MEETING 1 KOC 3301 PENGENALAN KOMUNIKASI KORPORAT By (DR ZUL) Assoc. Prof. Dr Zulhamri Abdullah (PhD, Cardiff & PDE, Cambridge)

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SYNOPSIS This course discusses the concept of corporate communication; factors affecting the development of corporate communication; process and practice of strategic communication; functions of corporate communication; management of identity, image and reputation; corporate advertising; media relations; process and network of internal communication; investor relations; government relations; management of crisis communications

Learning Outcomes menerangkan strategi komunikasi korporat yang diamalkan oleh syarikat di Malaysia dan luar negara (kefahaman). mengkategorikan aplikasi kaedah komunikasi korporat yang diamalkan oleh syarikat Malaysia (sintesis). menjustifikasikan amalan komunikasi korporat berdasarkan kajian kes terhadap syarikat Malaysia. (penilaian).

KANDUNGAN KURSUS PERKEMBANGAN KOMUNIKASI KORPORAT KOMUNIKASI ANTARA PERSEORANGAN KOMUNIKASI KEORGANISASIAN IDENTITI KORPORAT STRATEGI KOMUNIKASI KORPORAT UNTUK PERUBAHAN KOMUNIKASI ANTARA BUDAYA TEKNOLOGI DAN KOMUNIKASI KORPORAT KOMUNIKASI PEMASARAN BERSEPADU AUDIT KOMUNIKASI PENGURUSAN KONFLIK

References Zulhamri Abdullah. (2008). International Corporate Communication. (2nd ed.). Kuala Lumpur: Pearson Prentice Hall. Argenti, Paul (2007). Corporate Communication. 4th Edition. New York: McGraw-Hill Inc. Belasen, A. T. (2008). The Theory and Practice of Corporate Communication. LA: Sage. Cees B.M. Van Riel. (1995). Principles of Corporate Communication. London: Prentice Hall. Cornelissen, J. P. (2008). Corporate Communication: A Guide toTheory and Practice. Second Edition. London: Sage Publication.

EVALUATION (PJJ) Assignment 1 20% Assignment 2 30% MID TERM EXAM 20% FINAL EXAM 30% Note: Attendance is compulsory (80% requirement)

How to improve yourself… READING! READING ! READING Read a lot – formal (e.g. books, journal articles) and informal (online news, facebook) EVERYDAY WRITING! WRITING! WRITING! Write formal (e.g. assignment) and informal (e.g. chat, facebook, twitter) EVERYDAY

EXAMINATION MID-TERM EXAM: FINAL EXAM: OBJECTIVE/SUBJECTIVE Recall questions; multiple choices; true & false The question based on understanding, reasoning, application, and synthesis. General knowledge is strongly needed

NOTA TAMBAHAN Gaya Penulisan DBP (sila rujuk Gaya Dewan Edisi Ketiga, Dewan Bahasa dan Pustaka) Gaya Penulisan APA http://www.wooster.edu/psychology/apa-crib.html

TUGASAN 1 (20%) Nyatakan definasi dan fungsi Komunikasi Korporat. Huraikan faktor-faktor yang mempengaruhi komunikasi korporat di sesebuah organisasi

TUGASAN 2 (30%) “Organisasi anda bercadang mengadakan promosi besar-besaran bagi kempen “Penguasaan Teknologi Maklumat”. Diandaikan bahawa anda adalah Ketua Perhubungan Korporat di organisasi tersebut, diminta untuk mempromosikan kempen tersebut kepada khalayak sasaran. Jawab soalan-soalan berikut: 1. Apakah kepentingan komunikasi korporat dalam mempromosikan kempen tersebut? 2. Huraikan strategi perhubungan media yang akan dijalankan oleh Bahagian Perhubungan Korporat bagi menjayakan promosi tersebut?

Nota: Tugasan ini hendaklah dilakukan secara INDIVIDU   Setiap tugasan bertulis mestilah tidak lebih daripada 15 muka surat sahaja. Tugasan yang dibuat mestilah mengandungi sekurang-kurangkannya 10 buku teks, artikel jurnal dan/atau rujukan yang berkaitan.

Keterangan Tugasan - Tugasan tersebut mestilah disediakan oleh pelajar dan perlu diserahkan pada waktu yang telah ditetapkan: Tugasan 1: Minggu 5 Tugasan 2: Minggu 10 - Markah akan ditolak bagi penghantaran tugasan yang lewat

DESCRIPTION OF ASSIGNMENTS GROUP ASSIGNMENT: SMALL GROUP PROJECT/SEMINAR A must have: – Academic writing : technical text – author/year (e.g. journal article); footnotes (optional) - References (APA system/equiv.); the more references you have, the more credible the text you produce. (Sources: journal articles; books etc) - 12 ‘Times’ font; double spacing; A4 paper (refer to Piagam Projek).

Example: In Malaysia and Singapore, communication campaigns have always been aligned with ‘intercultural harmony’ (Sriramesh & Vercic, 2003). A case study by Cummings and DeSanto (2002) revealed that in the 1960s, the International Public Relations Group of Companies failed to convince their local and national clients in Asia, especially in Japan. Technical/science text NOT in ‘short form’; ‘bhs pasar’; story/’cerpen’ Paraphrase the sentences NOT copy

ASSIGNMENT MARKING SCHEME Assignments will be assessed based on four key criteria (COPS) as follows:   Marking Criteria Marks 1. Content 30 2. Organization 30 3. Presentation 20 4. Style 20 Total: 100%

ASSIGNMENT MARKING SCHEME(2) Content Well focused; rigorous arguments/analysis; outstanding knowledge of and use of evidences; relevant supporting academic materials and real world examples; and excellent use of direct quotations.   Organization Great mapping strategy guiding the readers; a clear introduction including a thesis statement (main ideas/key points); a main body clearly divided into sections; and excellent use of sub-headings and linking devices. Presentation Clearly presented with attention to detail of the conventions of the title page, bibliography, appendices, & overall layout; excellent referencing system; excelent use of appropriate vocabulary and gramatical structures; and able to demonstrate appropriate length with excellent spelling and punctuation. Style Excellent attention paid to a particular style demonstrated throughout; outstanding insights with high quality and innovation; and overall consistency of the style addressed throughout.

SEBAB PELAJAR GRED RENDAH / GAGAL TIDAK MENJAWAB SOALAN TUGASAN DGN BETUL TIDAK MENJAWAB SOALAN PEPERIKSAAN DGN BETUL MENJAWAB SAMBIL LEWA DALAM PEPERIKSAAN TIADA RUJUKAN DALAM TUGASAN TIADA CITATION DALAM TEKS TUGASAN

UNIT 1 PERKEMBANGAN KOM KORPORAT Perubahan politik, ekonomi & sosial Andaian abad ke 21, Asia – Kuasa penentu pembangunan manusia sejagat Komunikasi tradisional Komunikasi kontemporari Komunikasi korporat Kom pekerja, kom pemasaran, kom pengurusan Faktor2 mempengaruhi perkembangan kom korporat

UNIT 2 KOMUNIKASI PERSEORANGAN Persekitaran kerja berubah – teknologi Salahfaham – ketrampilan kom, konteks, budaya, proses kom, hubungan, kandungan & keserasian. Strategi elakkan kekeliruan Ciri2 K/P dlm persekitaran korporat Ketrampilan relasional – kualiti hubungan Perkongsian pengaruh

UNIT 3 IDENTITI & IMEJ KORPORAT Personaliti sesebuah organisasi Identiti korporat – gambaran fizikal Imej korporat – persepsi publik Keperluan mengurus IDK Pelaksanaan program IDK Penilaian terhadap IDK Faktor yg mempengaruhi IDK Objektif pelaksanaan program IDK

UNIT 4 KOMUNIKASI ORGANISASI Perspektif tradisional Perspektif kontemporari Perspektif alternatif Fungsi dan komponen organisasi Pendekatan vertikal – kom menurun & menaik Pendekatan horizontal – kom mendatar Faktor – kekangan sistem kom Budaya organisasi

UNIT 5 STRATEGI KOM KORPORAT Strategi korporat & strategi kom korporat Pengurusan strategik CC Faktor yg mempengaruhi perubahan Impak terhadap proses CC Strategi pengurusan perubahan Rangka kerja pengurusan strategi korporat Pendekatan SWOT Pendekatan ADOPTS

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