Bachelor Executive (KOC 3301) INTRODUCTION TO CORPORATE COMMUNICATION By Dr Zulhamri Abdullah (PhD, Cardiff, UK) Deputy Director, Centre of Co-curriculum Senior Lecturer in Corporate Communication

Knowing You, Knowing Me Academic Professional 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 Co-curriculum Council Member, Institute of Public Relations Malaysia. 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 8775 / 8525 *EMAIL: zulhamri@fbmk.upm.edu.my WEBSITE: www.fbmk.upm.edu.my/~drzulhamri

EVALUATION Project 1 (Minor) 20% Project 2 (Major) 30% MID TERM EXAM 10% FINAL EXAM 40% Note: Attendance is compulsory (80% requirement)

Methods of Teaching & Learning Lecture based (1 – 1 ½ hours), Note: there are TEN chapters to be addressed; 100% attention needed - one way (80%)/two way comm (20%). Interactive based (10 - 15 minutes) – informal discussion in the class; in the CLASS, lecturer is your “FRIEND” – two way comm. Student Centered Learning (1-2 hours) : Note: Working independently in the small groups (not more than 2 members of the project group) & write 1 page-report for each SCL activity. Always bring SCL report to the class for any discussion. DO NOT SUBMIT YOUR REPORT but prepare for discussion. Reminder: Your SCL report is also a part of your lecture notes. Tutorial based (30 minutes or 1 hour): Small group discussion/Presentation/Reading seminar/Problem based learning/Case study. Group Assignments: develop the coordination of the group (who is doing what?) & clarify solid responsibility of members. (If any) group leader reports any problems to the Class Monitor. Lecturer has empowered class monitor to run group project for that semester. Project presentation (15-20 minutes): Note: Every member takes opportunities to present his/her outputs.

Most People Learn… 10% - reading 20% - hearing 30% - seeing 50% - seeing & hearing 70% - talking over with others (about key concepts) 80% - what they use & do in real life 95% - teaching others

Effective Learning Approach The Role of Students Lecture based (one way; a large class) Group discussion (tutorial, jigsaw technique) Self-learning Dependent mode – passive Interdependent mode – active Independent mode – self-experience; learning by doing

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 strategi komunikasi korporat yang diamalkan oleh syarikat di Malaysia dan luar negara (kefahaman). 2. mengkategorikan aplikasi kaedah komunikasi korporat yang diamalkan oleh syarikat Malaysia (sintesis). 3. menjustifikasikan amalan komunikasi korporat berdasarkan kajian kes terhadap syarikat Malaysia. (penilaian).

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

WEEKLY SCHEDULE 1ST WEEK Briefing the course outline and the discussion of students’ assignments   2ND WEEK Foundation of corporate communication 3RD WEEK History and development of corporate communication 4TH WEEK Professionalisation of corporate communication 5TH WEEK Functions of corporate communication 6TH WEEK Mid term exam

7TH WEEK Image, identity & reputation 8TH WEEK Internal communication   9TH WEEK Corporate Advertising 10TH WEEK Public affairs/Government relations 11TH WEEK Crisis communication 12TH WEEK Presentation 13TH WEEK Presentation 14TH WEEK Revision

References PHOTOCOPYING OF BOOKS IS RESTRICTED UNDER LAW Textbook: Zulhamri Abdullah. (2008). International Corporate Communication. 2nd Edition. Kuala Lumpur: Pearson. Additional References: 1. Argenti, Paul (2007). Corporate Communication. 4th International Edition. Singapore: McGraw-Hill Inc. 2. Van Riel & Fombrun (2007). Essentials of Corporate Communication. London: Routledge. 3.Van Riel, Cees B.M. (1995). Principles of Corporate Communication. London: Prentice Hall. 4.Cornelissen, Joep. (2008). Corporate Communication: A guide to Theory and Practice. London: Sage.

Administration Appointing Class Monitor Breaking into groups (5 students in one group) First meeting with group: Appointing a leader/head in each group Naming the group (example: Success, Jade, Pearl…) Developing mentor-mentee system in the group. Submitting group names to Class monitor. 100% commitment & cooperation Class activities – teamwork.

DESCRIPTION OF ASSIGNMENTS PROJECT 2 (MAJOR) 30% Fieldwork of Corporate Communication Paperwork must be submitted in the Week 2 Please choose ONE option only: OPTION 1: A Mini Seminar (in UPM campus) Conducting a seminar (Planning, Implementation & Evaluation) Talk show/forum OPTION 2: A Study Visit Visiting a reputable organization – Organizing a Talk with Senior Managers Conducting Interactive Discussion A complete report MUST be submitted right after the event (20 pages including photo & relevant docs)

DESCRIPTION OF ASSIGNMENTS PROJECT 1 (MINOR) 20% “A Case Study on Reputation Management”   Pilih sebuah organisasi yang terkemuka di Malaysia. Fikir dan bincangkan persoalan-persoalan berikut:  1. Apakah kepentingan komunikasi korporat kepada syarikat yang dipilih. 2. Huraikan kepentingan imej, identiti dan reputasi syarikat yang dipilih. 3. Justifikasi dan aplikasikan SATU model reputasi kepada syarikat yang dipilih. Pilih salah satu daripada model berikut: Reputation Quotient ACID’s Test of Corporate Identity Management A Dual-Process Model of Corporate Identity and Corporate Social Responsibility (Read Chapter 5: International Corporate Communication) Nota tugasan: Tugasan ini hendaklah dilakukan secara berkumpulan. Setiap tugasan bertulis mestilah tidak melebihi 15 muka surat. Pelajar WAJIB mematuhi PIAGAM PROJEK seperti yang dipaparkan di laman web.  Tarikh akhir menghantar Projek Major : Week 10

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.

SCL-Applied Based Activity Pick an organization with which you are very familiar. Who is responsible for the corporate communication in the organization? Who is responsible for communicating with regulators, customers and with potential employees? Describe the communication system practised by the organization.