1. 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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Zulhamri Abdullah

3. 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

4. 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).

5. 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

6. 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

7. Pecahan Markah Kursus KOC 3301 PJJ
No.
Aktiviti
Markah (%) 1
Tugasan 1*
(Teknik dalam perhubungan media)
30% 2
Tugasan 2*
(Kempen komunikasi korporat) 3
Peperiksaan Akhir
40%
Jumlah
100%

8. TUGASAN 1 (30%) Siaran Akhbar (Press Release)
Anda diminta untuk membuat TIGA teknik dalam perhubungan media bagi mempromosikan Pelancaran Rumah Semi-D di Bandar baru Cybersouth, Cyberjaya. Ianya berkonsepkan ‘Home Garden”. Ia dilengkapi “Clubhouse” – gim, kolam renang, bilik stim dsb.
Siaran Akhbar (Press Release)
Persidangan Akhbar (Press Conference)
Tembual (Interview)

9. 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 komunikasi media sosial yang akan dijalankan oleh Bahagian Perhubungan Korporat bagi menjayakan promosi tersebut?

10. 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.

11. 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

12. NOTA TAMBAHAN Gaya Penulisan DBP
(sila rujuk Gaya Dewan Edisi Ketiga, Dewan Bahasa dan Pustaka)
Gaya Penulisan APA

13. 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.

14. 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).

15. 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

16. 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
4. Style
Total: %

17. 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.

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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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