UC01002: CORPORATE COMMUNICATION – 2 Credit Hours

CENTRE FOR THE PROMOTION OF KNOWLEDGE AND LANGUAGE LEARNING

UNIVERSITI MALAYSIA SABAH

Instructor : Dr. Romzi Ationg

Office : 6th Floor, UMS, KAL
Office Hours : Monday - Friday, 9.00-11.00AM & by appointment.
Department : Center for the Promotion of Knowledge and Language Learning (PPIB)
Class : Monday (11.00AM-1.00PM; DKP 2 & 5.00PM – 7.00PM; DKP 1)
Prerequisite : None

SYNOPSIS
This course prepares student with comprehensive knowledge of corporate communication functions that are practiced by today’s organizations.
They are corporate responsibility, media relations, internal communications, government relations, and crisis communication. Thus, students are
equipped with substantial knowledge on corporate communication functions when they enter the job market.

OBJECTIVES
Upon completion of the course, students ARE EXPECTED TO be able to demonstrate knowledge in a chosen area, practice problem solving and
scientific skills, and enhance communication skills.

ASSESSMENT
Group Project Paper 40%
Presentation of Project Paper 30%
Final Exam 30%
Total 100%

Course Schedule

WEEK TOPIC DURATION ACTIVITY

1 Introduction to the course 2 hours Lecture/E-Learning

2 I. Definition of Corporate
Communication
II. Key Concepts in Corporate
Communication
3 Corporate Responsibility
4 Media Relations (E-Learning)
5 Internal Communications
1 week Mid Semester Break
6 Government Relations 2 hours Lecture
7 Crisis Communication
8 Group Presentation
9 Group Presentation
10 Group Presentation
11 Group Presentation
12 Group Presentation
13 Online Learning
14 Online Learning
15 1 week Revision Week
16-18 3 weeks Final Examination Semester 1, Session
2017/18

REFERENCES
 Argenti, P.A. (2009). Corporate communication. 5th ed. New York: McGraw-Hill.
 Bahtiar Mohamad. (2009). Komunikasi korporat. Singapore: Cengage Learning Asia.
 Cornelissen, J. (2010). Corporate communication: A guide to theory and practice. 2nd ed. London: Sage.
 Drucker, P.F. (1995). Masyarakat pasca kapitalis. Terj. Nazlifa Md. Ali. Kuala Lumpur: Dewan Bahasa & Pustaka.
 Peters, T. J and Robert, H.W. Jr. (1992). Mencari kecemerlangan: rahsia kejayaan syarikat Amerika. Terj. Wan Sakinah Wan Abrahim. Kuala
Lumpur: Dewan Bahasa & Pustaka.

Attendance: Attendance is compulsory. However, students are given two-excused absences with proper documentation that
clearly stated the reason of absence. For every unexcused absence, over 2 points will be deducted from your final grade with a
maximum of 6 points being deducted from the final grade. Proper documentation must be in the form of official letters/memos
from an objective third party such as Doctor, and it does not include notes from parents and friends. Such documentation must be
given to me as soon as possible. Also, if you are absent, it is your responsibility to obtain notes from your classmates.

Group Project Paper (40% of the Final Grade): Students are required to form a group that comprised of 5/6 members. Each
group is assigned to write a Project Paper and followed by a group presentation (Please refer to Weekly Scheme of Work of each
section for the date of group presentation). The aim of the Project Paper is to examine 12 corporate communication key concepts
that are practised by International Company such as Samsung and Apple. They are Vision, Mission, Objectives and Goals,
Strategies, Identity, Image, Reputation, Stakeholders, Public, Market, Issue, and Communication. The project papers are to be
submitted on the day of scheduled group presentation, and that no late work will be accepted unless there is a proper
documentation that clearly demonstrates that circumstances, relatively beyond your control, prevented the timely completion of
the assignment. Only under the most extraordinary circumstances which would be accompanied by proper documentation, will I
accept the group assignment after the due date. The format of the group Project Paper:

1.1 Project paper has to be typed in a minimum of 15 pages excluding cover page/content page, references, Project
Paper Score Specification Table page, and Project Paper Presentation Score Specification Table pages.
1.2 The font type is Tahoma orTimes New Roman.
1.3 The font size is 12.
1.4 The text must be set in double spacing.
1.5 The cover page of the Project Paper must contain the following items:
1.5.1 Title of the Project Paper
1.5.2 Course code
1.5.3 Course title
1.5.4 Name of lecturer
1.5.5 Group number
1.5.6 Day of lecture
1.5.7 Time of lecture
1.5.8 Venue of lecture
1.5.9 Semester
1.5.10 Academic session
1.5.11 Group number
1.5.12 Slot/date of presentation
1.5.13 Name, matric number, section of every group member, Project Paper Score Column, and Project Paper
Presentation Score Column
1.6 Project Paper must be printed on both sides of white A4 pages and stapled.

Group Presentation of Project Paper (30%): The group presentation of project paper will be according to the schedule by
week 8. It aim to examine how well you are in explaining the topic assigned to you, and therefore grade deduction applies to the
students who have not turn up during presentation. Note: The duration of group presentation is 5 – 30 minutes only.

Final Exam (30% of Final Grade): Final exam will be in the form of essay that should critically examine how well the student
understand and analyse issues pertaining to corporate communication.

Additional Information for Group Project Paper

Group Project Paper MUST contain the following items:

Content Page
Introduction 1
An Organizational Profile 2
Vision 3
Mission 4
Objectives and goals 5
Strategies 6
Identity 7
Image 8
Reputation 9
Stakeholders 10
Public 11
Market 12
Issue 13
Communication 14
Conclusion 15
References 16
Appendix 17
Project Paper Specification Score Table 18
Project Paper Presentation Specification Score Table 19

Front Page of the Group Project Paper

 Title: An Examination of 12 Corporate Communication Key Concepts in Tenaga Nasional Berhad
Course Code: UC01002
Course Title: Corporate Communication
Name of Lecturer: Dr. Romzi Ationg
Day:
Time: 11am-1pm
Venue:
Semester: 1
Academic Session: 2018/19
Group: 1
Slot/Date:
No. Name Matric Section Project Project Paper
No Paper Presentation
(40%) (30%)
1.
2.

3.

4.

5.

Note: The instructor reserves the right to make changes to any of the above syllabus as it
seems pedagogically reasonable and prudent.