Form A

AB0601 Communication Management Fundamentals

Co-ordinator: Constance Wee
Academic Year: 2013/2014

Semester: 2

Pre-requisites: Nil
No. Of AUs: 2
Course Description and Scope
Communication Management Fundamentals introduces students to the crucial communication skills
required of todays employees, entrepreneurs and job hunters.
Achieving success in the workplace often involves the ability to collaborate with and across teams,
convey ideas clearly, concisely and convincingly and listen skilfully. More than ever before, the ability to
communicate effectively empowers an employee to thrive in his or her career and to be in demand by
employers. Entrepreneurs, alike, must also communicate well in order to articulate and present their ideas
to customers, suppliers, the government and other partners in the business ecosystem.
This course is structured to hone communication skills relevant to professional contexts. Students will be
assessed on their ability to devise clear communication strategies, write effective positive-informative
messages, prepare and deliver compelling oral presentations and share self-peer feedback.
The importance of social media and its profound impact on communication will also be explored in terms
of its effectiveness for the workplace and businesses alike.
Course Learning Objectives
Students will be exposed to general business communication principles and theoretical frameworks to
meet the following four objectives:
1. Business communication in general:
learn about the most prevailing business communication principles and two guiding frameworks: the
strategic contingency model and the Aristotles three rhetorical appeals.
2. Written communication:
strategize and organize a non sensitive-informative message in a professional, high quality business
document.
3. Oral communication:
deliver a professional, high quality presentation, demonstrate appropriate verbal and nonverbal
communication skills, develop compelling content, and use technology effectively.
4. Social media communication:
explore and critique good practices on use of various social media platforms for image management, and
understand the various opportunities and risks presented by social media to both individuals and business
organisations.

Learning and Teaching Methods

The course will be conducted over a 13-week period covering 13 Jan to 14 Apr 2014, with one two-hour
seminar per week. There will be a recess in the week beginning 3 Mar 2014.

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The course is hands-on, practical and interactive. Students are expected to participate actively and to
interact openly to provide constructive feedback at all seminar classes, especially during class and elearning discussions, group writing tasks, presentations and tutor and peer feedback sessions.
The course aims to help students become better at communicating orally and in writing. Thus, equal
weight is given to oral and written communication throughout the course.
Course Assessments
Components

Marks

Individual/Group

Written Assessment

30

Individual

Social Media Assessment

20

Individual

Oral Assessment

30

Individual

Class Participation

20

Individual

Total

100

100

Assessment Plan
NBS Standard
Rubrics4
Assessment Method
Learning
Goals

Written
Communication

Oral
Communication

Course Learning
Objective

(For each learning goal, briefly

describe the assignment(s) to be used
for assessing the achievement of the
stated objectives)

Students will learn to

strategize and organise
a positive-informative
message in a
professional business
document

Deliverable: in response to
a given case, students will
write a message evaluated
for communication and
organisational strategy,
content development,
language control and
design,

Students will learn to

deliver professional,
high quality
presentations;
demonstrate
appropriate verbal and
nonverbal
communication skills;
develop compelling
content; and use
technology effectively.

Deliverable: in response to
a given case, students will
deliver an oral presentation
assessed for
communication strategy,
content development,
verbal and non-verbal
delivery, possibly using
Power Point as a visual aid

(For each learning

goal, state the actual
rubric to be used for
grading the
assignment(s)
described)

Strategic
communication
model (SCM)
rubric for written
communication
(See Assessment
Rubrics for
Written
Communication)

SCM rubric for

oral
communication
(See Assessment
Rubrics for Oral
Communication)

2
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NBS Standard
Rubrics4
Assessment Method
Learning
Goals

Social Media

Course Learning
Objective

(For each learning goal, briefly

describe the assignment(s) to be used
for assessing the achievement of the
stated objectives)

Students will
demonstrate awareness
of the impact, power
and risks associated
with the use of Social
Media for image
positioning.

Deliverable: an oral
presentation to assess
students understanding of
corporate social media
presence

(For each learning

goal, state the actual
rubric to be used for
grading the
assignment(s)
described)

Social Media
Assessment
rubrics (see
attached) indicates
how this
component will be
assessed

ASSESSMENTRubrics
AssessmentRubricsforWrittenCommunication
Low

Mid

High

1-2

3-4

Low

Mid

High

Low

Mid

High

Communication Outcome
5-6

1. Conveys a message with a clear take-away for the audience

2. Maximises likelihood of the audience accepting the message
Situational factors
Audience and context analysis
1.
2.
3.
4.

Effectively addresses the needs and concerns of the given audience

Successfully meets the most important objectives of the message
Appropriately recognizes the requirements of the organizational culture and context
Effectively addresses the reader/writer relationship

Design factors
Medium
1. Uses an appropriate medium to deliver the message: memo, email, letter, etc.
2. Presents information in a reader-friendly and inviting format
3. Adheres to the page limit
Organization
1. Uses appropriate approach for the given context: direct vs. indirect
2. States the good news/main point clearly, so the reader can easily identify it
3. Lists the key points in the opening paragraph (in case of complex information) in the
order in which the document discusses them
4. Organizes information logically and coherently, so the reader can easily follow the
writers thought process
5. Ends the document with a positive, good-will building paragraph and/or summary

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Content development
1. Uses an appropriate mix of ethos, pathos and logos to enhance communication
2. Makes significant claims and supports them with varied examples
3. Gives all the necessary details that answer readers questions and ease
understanding
4. Provides at least one reader benefit and explains why the benefit matters to the
reader
Language control
1. Uses you-attitude and positive emphasis
2. Uses standard grammar and correct spelling
3. Uses correct sentence structures and punctuation

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AssessmentRubricsforOralCommunication

Low

Mid

High

1-2

3-4

5-6

Low

Mid

High

Low

Mid

High

Communication Outcome

1.
2.

Conveys a message with a clear take-away for the audience

Maximises likelihood of the audience accepting the message

Situational factors
Audience and context analysis
1.
2.
3.
4.

Effectively addresses the needs and concerns of the given audience

Successfully meets the most important objectives of the message
Appropriately recognizes the requirements of the organizational culture and context
Effectively addresses the speaker/listener relationship and establishes rapport

Design factors
Content
1.
2.
3.
4.

Presents relevant and useful information for the given context

Makes and supports claims with evidence and varied examples
Makes presentation content interesting for the given audience
Adheres to the time limit

Structure
1.
2.
3.
4.

States the main point clearly and early to maintain the audiences attention
Organizes content logically and coherently
Has strong, attention-grabbing opening and closing
Signals transitions and relationships between main points

Verbal
1.
2.
3.

Articulates and pronounces words clearly and correctly

Speaks at appropriate speed and volume
Uses correct grammar and expression

Non-verbal
1.
2.
3.
4.
5.

Stands poised and confidently and/or moves appropriately and deliberately

Gestures deliberately and appropriately
Establishes meaningful eye contact with all members of the audience
Looks poised and in control; effectively conceals nervousness
Uses appropriate facial expressions to show enthusiasm and energy

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AB0601 AssessmentRubricsforSocialMedia

Low

Mid

High

1-2

3-4

5-6

Performance Traits

Content
Analyses and evaluates the effectiveness by which a business
organisation or business personality has managed opportunities and
risks to its social media presence

Argument strategy
Makes significant claims and supports them with relevant evidence

Structure
Organises information logically and coherently for ease of
information processing by the audience
Mechanics and Delivery
Applies appropriate variation of intonation/voice control, body
language and standard grammar/pronunciation.

Note:Allstudentsareexpectedtoadherefullytotheuniversityshonourcode,and
pledgenottocommitplagiarism,whichistouseorpassoffasonesown,the
writingorideasofanother,withoutacknowledgingorcreditingthesourcefromwhich
theideasaretaken,and/orcollusion,whichissubmittinganassignment,projector
reportcompletedbyanotherpersonandpassingitoffasonesown,orpreparingan
assignment,projectorreportforafellowstudentwhosubmitstheworkashisorher
own.Suchcheatingmayresultinstudentsbeingaskedtoresubmittheassignment,
receivinganFgrade,orfailingthecourse.

Beforethecourse,studentsarerequiredtosignthefollowingAcademicIntegrity
statementgivenbelow.

Academic Integrity
Goodacademicworkdependsonhonestyandethicalbehaviour.Thequalityof
yourworkasastudentreliesonadheringtotheprinciplesofacademic
integrityandtotheNTUHonourCode,asetofvaluessharedbythewhole
universitycommunity.Truth,TrustandJusticeareatthecoreofNTUs
sharedvalues.Asastudent,itisimportantthatyourecognizeyour
responsibilitiesinunderstandingandapplyingtheprinciplesofacademic
integrityinalltheworkyoudoatNTU.Notknowingwhatisinvolvedin
6
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maintainingacademicintegritydoesnotexcuseacademicdishonesty.Youneed
toactivelyequipyourselfwithstrategiestoavoidallformsofacademic
dishonesty,includingplagiarism,academicfraud,formoreinformation.If
youhaveanyadditionalquestionsabouttheacademicintegrityrequirements
inyourclass,contactyourtutororthecoursecoordinator.
Main Textbook and Other References
Type

Title

Author(s)

Publication

Murfett, Ulrike
and Yew,
David

2013

Textbook

Communication
Strategies for the
Global Workplace
Business
Communication:
Building Critical Skills,
5th edn.

Locker, Kitty
O., &
Kaczmarek,
Stephen

2011

Business and
Administrative
Communication

Locker, Kitty O.

Essentials of Business
Communication

Guffey, Mary
Ellen

Other
references

2008

2007

Call number

Location

TBA

TBA

HF5718.L815B
2011

Business
Library, RBR
(Level B2)

HF5718.L815
2008

Business
Library, RBR
(Level B2)

HF5718.3.G941B
2008

Business
Library, RBR
(Level B2)

AB0601CommunicationManagementFundamentals
InstructorContacts(Semester2,AY201314)
Name

Phone

Email

Fulltimetutors

Ms.CatherineCheng

67904648

aolcheng@ntu.edu.sg

MrChuaChongJin

67904240

tcjchua@ntu.edu.sg

Ms.LeeHuiKwang

67905719

ahklee@ntu.edu.sg

MsLinAiLeen

67906048

linal@ntu.edu.sg

Dr.ConstanceWee(Coordinator)

67904652

awlwee@ntu.edu.sg

Ms.AudreyYongOiHing

67905704

aohyong@ntu.edu.sg

MsYangMeiLing

67906242

amlyang@ntu.edu.sg
7

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Parttimetutors

MsShirleyAlexander

97903766

maryshirley@ntu.edu.sg

MsChanBohYee

96375211

bychan@ntu.edu.sg

Dr.ConstanceChay

97784622

CChay@ntu.edu.sg

Ms.NicolaHo

96153267

nicolahho@hotmail.com

Ms.EmmaJarmanJones

98204110

emma@mmeans.com

Mr.WayneKwan

96944220

awhkwan@ntu.edu.sg

MsBoonAiMing

91720811

srlchang@singnet.co.sg

Dr.VivienLer

96987347

VivienLer@ntu.edu.sg

Ms.AnnethaAyyavoo

94575612

ayyavooa@gmail.com

Ms.DaisyTanTehLiNa

98450352

daisytan@ntu.edu.sg

AB0601 AY2013-2014 Semester 2: Weekly Schedule for Students

Teaching
Week
1
13Jan
2014

Topic
Courseoverview
&introductionto
Communication
fundamentals

Learning Objectives

Learnaboutthecoursesyllabus,
objectives,teachingmaterialsand
methodology,assessment
components
Learnabouttheneedfora
businesscommunicationsmodule
Learnaboutthebasicbuilding
blocksofeffectivecommunication
UnderstandtheStrategic
contingencymodel(SCM),a
guidingframeworkfor
managementcommunication,

Readings/ Activities
Textbook:
Chapters13
CourseDocuments
folder(Edventure
MAINsite):
ArticlesonSCMand
Aristotlesthree
rhetoricalappeals

Aristotlesthreerhetorical
appealsincraftingmemorable
presentations
2
20Jan
2014

Oral
Communication
introduced

ReviewSCM
Learnabouthoningdeliveryskills
andcraftingmemorable

Textbook:
Chapter8onBusiness
presentations
CourseDocuments
8

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Teaching
Week

Learning Objectives

Topic

presentations
Beintroducedtotheverbaland
nonverbalaspectsof
communicationthatfacilitatean
effectivecommunicationprocess

27Jan
2014

Readings/ Activities
folder(Edventure
MAINsite):Articleson
Aristotlesthree
rhetoricalappeals
Onlinereleaseof
PracticePresentation
detailsonthe
main/seminargroup
site

ChineseNewYear(PublicHoliday).
NoclassesforbothThursdayand
Fridayseminars.

4
3Feb

Practice
presentation

2013

Applyprincipleslearntin
deliveringmemorable
presentations

(Video
taping)

OntheMaincourse
site,onlinereleaseof:
SocialMedia
Assessment
(dueinWk7);
selfevaluation
guidelinesofPractice
Presentation
Submissionofself
evaluationofthe
PracticePresentation
viaAssignmentfolder,
SeminarGroupsite

5
10Feb

SocialMedia

2014

Learnaboutsocialmediaandthe
varioussocialmediaplatformsthat
canbeusedforpromotionof
personal/companyimage
Understandhowsocialmedia
presentsvariousopportunitiesas
wellasriskstoonlinereputation

Textbook:Chapter6
onSocialMedia;
andmaterialsposted
onEdventureMainand
SeminarGroupsites

Understandhoworganisations
createaneffectivesocialmedia
strategy
6
17Feb

Written
communication
fundamentals

Learntocraftapositive
informativemessage
Learntouseanaudiencecentred

Textbook:Chapters36
OntheSeminarGroup
site:
9

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Teaching
Week
2014

7
23Feb
2014

Learning Objectives

Topic

Readings/ Activities

Craftingpositive
andinformative
messages

approach,selectinformationand
highlightbenefitsrelevanttothe
audience

Onlinereleaseof
(individual)writing
practice

Analysingand
adapting
messagestothe
audience

Adaptmessagestosuitthe
intendedaudience

Submissionof
(individual)writing
practicevia
Turnitin/Assignment
Folder

SocialMedia
Assessment
(20%)

CESS

Demonstrateunderstandingof
strategiesforonlineimage
management

Elearningthrough
LAMs:Critiqueof
LinkedInprofiles

Learntoapplygoodwillin
businesscommunication:

Textbook:
Chapters46

(Video
taping)
3Mar

RE

2014
8
10Mar

Elearning

2014
9
17Mar
2014

10
24Mar
2014

11
31Mar
2014

Written
communication
(continued)

Written
communication
fundamentals
(continued)

Reviewwritingpositive,
informativemessages

Practice
Presentation,
SocialMedia
Assignment
and/or

Textbook:
Chapters46
OnlinereleaseofOral
Assessment(OA)on
theMaincoursesite

Feedback:
individualwriting
homework
Revision&
feedbackon

Youattitude
Positiveemphasis
Readerbenefits
Concisenessandclarityetc

Onlinereleaseof
informationonWritten
Assessmentandtest
venueallocationon
theMaincoursesite

Consultationon
OA
10
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Teaching
Week
12
7Apr
2014
(Video
taping)
13
14Apr
2014

Learning Objectives

Topic
OralAssessment
(30%)

Written
Assessment
(30%)

Writtentestwillbeheldon
Tuesday,15April,6:30pm8.30
pm.atLKCorLT27

Readings/ Activities

Tue(15Apr2014,
6.308.30pm)

NB:Theusualclass
seminarswillnottake
placeon
Thursday/Friday.

11
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