(PJJ) LEADERSHIP COMMUNICATION (KOM 3364) By Dr Zulhamri Abdullah (PhD, Cardiff, UK) Deputy Director, Centre of Co-curriculum Lecturer in Corporate Communication

Knowing You, Knowing Me Professional Academic Exe. Cert. of Advanced Management Development (HARVARD, USA) PhD in Professionalisation of Corporate Communication (CARDIFF, UK) Master of Organizational Communication (UPM) BA in Communication (Public Relations) (UKM) Deputy Director, Centre of Cocurriculum Associate, Reputation Institute., NY, USA Member , European Public Relations Education & Research Association, GERMANY. Member, International Association of Corporate Marketing Studies, UNITED KINGDOM

CONTACT DETAIL *Consultation hours: TUE 2.00-5.00PM (preferably by appointment) Room no: B 029, Jab Kom, FBMK Room TP Pusat Kokurikulum * (often here) TEL: 03-8946 8525 / 8525 HP: 012-344 5876 *EMAIL: zulhamri@fbmk.upm.edu.my WEBSITE: www.fbmk.upm.edu.my/~drzulhamri

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

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

OBJEKTIF KURSUS 1. menerangkan konsep dan fungsi komunikasi kepemimpinan dalam sesebuah organisasi. 2. menerangkan kepentingan ciri-ciri komunikasi kepemimpinan dari segi penyeliaan, pelatihan, dan karisma. 3. menjustifikasikan strategi komunikasi kepemimpinan yang berkesan dalam organisasi.

SINOPSIS Kursus ini membincangkan konsep, teori dan fungsi komunikasi kepemimpinan dalam organisasi; gaya kepemimpinan; kepemimpinan berkarisma ; komunikasi pelatihan; kepelbagaian organisasi; teknologi komunikasi; strategi komunikasi kepemimpinan; dan cabaran dalam kepemimpinan.

CONTENT OF COURSE 1. Concept, theory and functions of leadership communication   2. Organizational theories: a perspective of leadership 3. Leadership styles 4. Executive coaching 5. Leaders as change agents

6. Managing leadership communication strategy 7. Building and Leading High-Performing Teams 8. Strategic Internal Communication 9. Strategic External Relations   10. Emotional Intelligence & Cultural Literacy

1 Concept, Theory and Functions of Leadership Communication LC is the controlled, purposeful transfer of meaning by which leaders influence a single person, a group, an organisation, or a community. Core communication skills Analysing audiences Developing com strategy Capabilities – business com Managerial communication skills Managing others – one-to-one contact Emotional intelligence & cultural literacy E.g. leading meetings & managing teams Corporate communication skills Leading orga & addressing a broader community More complex – communicating with internal & external stakeholders Leaders of change program & vision development

2 Organizational Theories: A Perspective of Leadership An organization is “as a complex social unit designed to achieve a specific purpose”. Three organizational theories: Classical Theories of Organisation Focus on performance and outputs, not relationship Humanistic Theories of Organisation Relationships among workers have a major impact on the work accomplished in the organization. Integrative/system Theories of Organisation Dynamic - most corporations went through some changes – technologies; foreign competition; economic recession.

3 Leadership Styles Leadership style – followers expect that how leaders should act or perform Varying styles: The leader’s personal characteristics The characteristics of followers The characteristics of the organisation Task goals External constraints affecting the organization & the leaders

4 Executive Coaching The coach is a trusted superior, and the person being coached is a trusted subordinate Effective leaders are good coaches CEO of Ford Motor Co. – “I see myself as a coach, and my job is to set the direction of the company, to make sure we have the right players and eliminate the politicking”. Coaching is a way of enabling others to act and build on their strengths. Coach should be care enough about people to invest time in building personal relationship with them.

5 Leaders As Change Agents Elements of change process Change is a multi-component process – a series of stages Change is both perceptual and behavioural – enacting a new way of thinking & changing behavior Organisational change affects each individual in the multiple roles Change may be incremental or transformational Incremental – minor improvement Transformational – major changes: multidimensional, multifunctional, radical, & discontinuous change

References PHOTOCOPYING OF BOOKS IS RESTRICTED UNDER LAW Textbook: *Barrett, Deborah J. (2006). Leadership communication. Boston: McGraw-Hill Irwin. 2. Chemers, Martin M & Ayman, Roya. (1993). Leadership theory and research: Perspectives and directions. San Diego: Academic Press, Inc. 3. Dubrin, Andrew. J. (2004). Leadership: Research findings, practice and skills. New York: Houghton Mifflin Co. 4. Hassan, Abdullah & Mohd, Ainon. (1998). Komunikasi untuk pemimpin. Kuala Lumpur: Utusan Publication. 5. Witherspoon, Patrick D. (1997). Communicating leadership: An organisational perspective. Boston: Allyn and Bacon. 6. Zulhamri Abdullah. (2008). International Corporate Communication. 2nd Edition. Singapore: Pearson Prentice Hall.

DESCRIPTION OF ASSIGNMENTS Pelajar diminta membuat tugasan akademik mengenai Komunikasi Kepemimpinan berdasarkan deskripsi tajuk berikut: Pilih SATU tajuk sahaja. Tajuk 1 “How to become a good leader?: A communication perspective”.   ATAU Tajuk 2 “The importance of executive coaching: Improving organisational excellence” Tajuk 3 “Building and leading high-performing teams in a service corporation”

Nota: Tugasan ini hendaklah dilakukan secara individu.   Tugasan ini hendaklah dilakukan secara individu. Setiap tugasan bertulis mestilah tidak lebih daripada 10 muka surat sahaja. Tugasan yang dibuat mestilah mengandungi sekurang-kurangkannya 5 buku rujukan, artikel jurnal dan/atau rujukan yang berkaitan. Sila rujuk “Piagam Tugasan” di laman web pensyarah www.fbmk.upm.edu.my/~drzulhamri bagi menyempurnakan tugasan yang cemerlang

DESCRIPTION OF ASSIGNMENTS TUGASAN 2 (30%) Anda adalah seorang pegawai kanan yang sedang berkhidmat di Unit Strategi Komunikasi di sesebuah organisasi berorientasikan perkhidmatan. Anda diminta oleh majikan untuk menjayakan kempen keselamatan jalan raya. Sila jawab soalan-soalan berikut: Apakah fungsi, peranan dan tugas seorang pemimpin dalam menjayakan kempen tersebut? Apakah gaya kepemimpinan yang perlu dipamerkan untuk menjayakan kempen tersebut? Berdasarkan teori kepemimpinan, bincang dan aplikasikan satu teori kepemimpinan bagi menjayakan kempen 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 rujukan, artikel jurnal dan/atau rujukan yang berkaitan. Sila rujuk “Piagam Tugasan” di laman web pensyarah www.fbmk.upm.edu.my/~drzulhamri bagi menyempurnakan tugasan yang cemerlang

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.

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