CENTRO ESCOLAR UNIVERSITY

Manila * Makati * Malolos

Languages Department

SYLLABUS

Course Number : COLA11 Course Title : PURPOSIVE COMMUNICATION

Credit Units : Lec: 3 No of Hours per Week : 3
Pre-requisites : NONE
CEU VISION – MISSION STATEMENT CENTRO ESCOLAR EXPECTED GRADUATE ATTRIBUTES (CEEGA)

UNIVERSITY PHILOSPHY LIFELONG LEARNER

Ciencia y Virtud ( Science and Virtue)
UNIVERSITY VISION
To be the University of First Choice
UNIVERSITY MISSION
To promote a brighter future for our
students, for the Philippines and for the world.
CEU CORE VALUES
V - Valuing others, caring for them and
empowering them
A - Accountability, integrity and trust worthiness
L - Lifelong learning as individuals and as an
organization
U - Unity, teamwork and loyalty
E - Excellence in all endeavors
S - Social responsibility as citizens of the Filipino
nation and of the world
•Learns and works independently as well as collaboratively.
•Translates knowledge generated from research and other sources to improve quality of life.
•Creates new ideas to better understand society
•Evaluates own thinking, behavior and spirituality for self-growth
REFLECTIVE AND CREATIVE THINKER
•Thinks critically and creatively.
•Open-minded.
•Solves problems systematically.
•Loves art and shows artistic sensibility.
CARING AND TRUSTWORTHY CITIZEN
•Values people and acts in unity with others.
•Commits to social justice and principles of sustainability and respect for diversity.
•Practices good stewardship and accountability.
•Manifests social responsibility by helping improve conditions of those who have less in life or circumstance.
PROFICIENT COMMUNICATOR
•Articulates ideas clearly for varied purposes and audiences of diverse culture.
•Listens attentively, engages in meaningful exchange and shares knowledge, values, attitudes and intentions.
•Utilizes effectively appropriate media and information technologies.
COMPETENT AND PRODUCTIVE PROFESSIONAL
•Initiates, innovates better ways of doing things and accountability.
•Promotes quality and productivity.
 GE OUTCOMES, PERSPECTIVES and CEEGA

GE Outcomes Perspectives CEEGA CMO CLO

Outcomes
1. Make connections among disciplines using Constructivist Lifelong learning Intellectual competencies 1,2,3,4,5,6,7,8,9,
knowledge, skills, experiences and perspectives Reflective and creative thinker 10,11,12,13
2. Communicate, compute and critically think using Communicative Proficient communicator Intellectual competencies 1, 2,3, 4, 5, 6, 7,
fundamental skills necessary in learning Reflective and creative thinker 8, 9, 10, 11, 12,
13
3. Respond critically and constructively to change Constructivist Reflective and creative thinker Intellectual competencies 2, 4, 6, 8, 12, 13
Transformative Competent and productive professional Personal and civic responsibilities
Practical skills
4. Generate ideas to participate in a wide range of Transformative Lifelong learning Personal and civic responsibilities 2,3, 4, 6, 7, 8, 9,
activities of human interests Appreciative Caring and trustworthy citizen Practical skills 10, 11, 12, 13
5. Live out personal and professional life based on Transformative Lifelong learning Personal and civic responsibilities 2, 3, 4, 6, 7, 8,
ethical standards Appreciative Competent and productive professional Intellectual competencies 10, 11, 12, 13

Course Description:
Purposive Communication is about writing, speaking and presenting to different audiences and for various purposes.
It is a three-unit course that develops students’ communicative competence and enhances their cultural and intercultural awareness through multimodal tasks that provide
them opportunities for communicating effectively and appropriately to a multicultural audience in a local or global context. It equips students with tools for critical
evaluation of a variety of texts and focuses on the power of language and the impact of images to emphasize the importance of conveying messages responsibly. The
knowledge, skills, and insights that students gain from this course may be used in their academic endeavors, their chosen disciplines, and their future careers as they
compose and produce relevant oral, written, audio-visual and/or web-based output for various purposes.
Course Intended Learning Outcomes: At the end of the course, the student is able to:

Knowledge
1. Describe the nature, elements, and functions of verbal and non-verbal communication in various and multicultural contexts.
2. Explain how cultural and global issues affect communication.
3. Determine culturally appropriate terms, expressions, and images.
4. Evaluate multimodal texts critically to enhance receptive (listening, reading, viewing) skills.
5. Summarize the principles of academic text structure.

Skills
6. Convey ideas through oral, audio-visual, and/or web-based presentations for different target audiences in local and global settings using appropriate registers.
7. Create clear, coherent, and effective communication materials.
8. Present ideas persuasively using appropriate language registers, tone, facial expressions, and gestures.
 9. Write and present academic papers using appropriate tone, style, conventions and reference styles.

Values
10. Adopt cultural and intercultural awareness and sensitivity in communication of ideas.
11. Appreciate the differences of the varieties of spoken and written language.
12. Adopt awareness of audience and context in presenting ideas.
13. Appreciate the impact of communication on society and the world.
Intended Learning Outcomes Content Teaching Learning Activities Time Resources Assessment
(MODULES) Allotment
1. Describe the nature, 1. Communication 1. Lecture Discussion on 1. LCD projector or manila 1. “Hugot lines”
elements, and functions processes, Communication processes, 1 week paper communication
of verbal and non-verbal principles , and principles and ethics 2. Audio and/or video clips principles and ethics
communication in ethics 2. Video clips of various media (e.g. TV
various and multicultural 3. Online Discussion Forum commercial, movies, 2. Discussion Forum
contexts newscasts, etc.)
3. Texts from newspapers, 3. Group work: Play
1.1 Review online articles magazines, journals
based on their elements, 4. See
process, principles, and https://canvas.instructure.c
ethics of communication; om/courses/1315587/mod
ules/items/16749201
1.2 Demonstrate the 5. https://www4.uwm.edu/cu
communication process in ts/bench/commun.htm
various contexts; 6. https://www.slideshare.net
/Kitlaserna/communicatio
1.3 Compose hugot lines n-ethics
incorporating the principles 7. https://www.huffingtonpo
and ethics of st.com/entry/how-do-we-
communication in communicate-in-a-
multicultural contexts. multicultural-world-
four_us_595108e7e4b032
6c0a8d09db
8. https://www.communicaid
.com/cross-cultural-
training/blog/high-and-
low-context/
9. http://euromentor.ucdc.ro/

2.1 Explain how cultural
and global issues affect
communication.
2.2 Appreciate the impact of
communication on society
and the world.
4e/THE%20COMMUNIC
ATION%20IN%20MULT
ICULTURAL%20AND%
20MULTILINGUAL%20
CONTEXTS.doc
2. Communication 1. Class discussion of essay, 1 week 1. LCD projector or 1. Reaction paper
and Globalization “Flight from conversation” manila paper and/or discussion
or video “Connected but 2. See “Communicating forum on the impact
alone” and “How social in a multicultural of globalization on
media can make history” or society and world” how people
“Wiring a web for global 3. Article “Flight from communicate, and
good” conversation” vice versa.
2. Discussion on the http://www.nytimes.co
challenges of m/2012/04/22/opinion/
communicating in the sunday/the-flkight-
global place from-
3. Identification of the conversation.html?_r=0
barriers to effective 4. Video “Connected but
communication across alone” in TED talks
borders https://www.ted.com/ta
4. Mini conference on the lks/sherry_turkle_alone
critical role of time in _together
global communication 5. Video “How social
efforts media can make
history”
https://www.ted.com/ta
lks/clay_shirky_how_c
ellphones_twitter_face
book_can_make_histor
y
6. Video “Wiring a web
for global good”
https://www.ted.com/ta
lks/gordon_brown
3. Determine culturally 3. Local and Global 1. Lecture and class 1 week 1. LCD projector or 1. Quiz and seatwork
appropriate terms, Communication discussion using culturally manila paper on using culturally
expressions, and images in multicultural appropriate terms, 2. Invited appropriate terms,
(Sensitivity to gender, race, settings expressions and images; students/speakers from expressions, and
class,etc.). varieties and registers of different cultures images; varieties
4. Varieties and
language 3. Films or videos and registers of
registers of spoken
4. Adopt cultural and showing different language
and written language
intercultural awareness and 2. Class discussion of cultural speakers from various 2. Research and report
sensitivity in proposal, appropriateness in regions communicating on various cultural
communication of ideas. responsible ads communicating as tackled in a multilingual setting and intercultural
in film/video (e.g. “Lost in modes of
Translation”) communication
3. Exercises on using 4. See TED Talks “Pop (e.g., words/gestures
culturally appropriate culture in the Arab used in a particular
terms, expressions, and world” region or country to
images https://www.ted.com/ta show respect)and/or
lks/shereen_el_feki_po various issues in
4. Interview with invited p_culture_in_the_arab_ communication
speakers/students world (e.g., use of
5. See politically correct
5. Discussion of the https://celsalangues.wo words in today’s
opportunities and rdpress.com/2015/01/2 world; gender
challenges of intercultural 9/it-aint-right-innit- sensitivity through
communication about-language- language)
register-in-english/
6. Explain the importance of 6. See http://www.really-
recognizing cultural learn-
variations and the english.com/language-
categories of cultural register.html
difference 7. See https://www.uni-
due.de/SVE/
7. Discuss steps you can 8. See
improve intercultural http://www.icaltefl.com
communication skills /category/varieties-of-
english
8. Discuss the intercultural 9. See
communication: studying http://www.britishcoun
 culture and intercultural cil.org/blog/which-
communication: Improving variety-english-should-
Skills you-speak
10. Dainton,M. & Zelley E.
(2015). Applying
communication theory
for professional life. A
practical introduction
3rd ed. Sage
Publications.
11. Biber,D. & Conrad S.
(2009). Register, genre,
and style. Cambridge:
Cambridge Univ. Press
5.1 Evaluate multimodal 5. Evaluating 1. Lecture and class 1 week 1. LCD projector or 1. Invitation to people
texts critically to enhance messages and/or discussion on critical manila paper to join cause-
receptive (listening, reading, images (e.g. pictures, reading and listening 2. Authentic texts about oriented events
viewing) skills. illustrations)of cultural sensitivity using various media
different types of 2. Give exercises on from various media such as email, social
5.2 Convey ideas through texts reflecting analyzing content of (text messages; email media, print, and/or
oral, audio-visual , and/or different cultures various texts messages; social media electronic
web-based presentations for (regional, Western, messages; newspaper, advertisements
different target audiences in Asian, etc.) 3. Compare the strengths and magazine, and journal
local and global settings weaknesses of the print and articles; print and
1. What is the
using appropriate registers. electronic media available electronic
message?
for short messages advertisement)
5.3 Adopt awareness of 2. What is the 3. See sample:
audience and context in purpose of the 4. Identify the qualities of an http://www.kwintessent
presenting ideas. message? effective email subject line ial.co.uk/cultural-
3. How is the services/articles/cultura
message conveyed 5. Describe the role of l-sensitivity.html
by the text and/or blogging in all form of 4. See sample:
image? communication today https://mindspaceintuiti
on.files.wordpress.com/
4. Who is the target 6. Explain why identifying 2015/01/cross-
audience of the your audience, purpose, cultural.jpg
message? and scope is vital to 5. See sample:

6.1 Convey ideas through
oral, audio-visual, and/or
web-based presentations for
different target audiences in
local and global settings
using appropriate registers.
6.2 Adopt awareness of
audience and context in
presenting ideas.
5. What other ways successful blogging
of presenting the
message are there? 7. Describe the process and
explain how it helps
distribute blog
6. Communication 1. Lecture and class
aids and strategies discussion on preparing
using tools of audio visual and web-based
technology presentations
2. Group work and class
discussions on identifying
problems with the research
presentation in the video
3. Adapt the three-step
process for successful
blogging
4. Craft messages for
electronic media
5. Explain and identify the
audience, purpose, and
http://i.telegraph.co.uk/
multimedia/archive/014
40/burger_1440211c.jp
g
6. See sample:
http://atlantablackstar.c
om/2013/11/19/9-
racist-ads-
commercials-that-
promote-negative-
images-of-black-
people/3/
7. Mooney,A. & Peccei,
J.S., La Belle, S. et.al.
(2010). Language,
society and power: An
introduction, 3rd ed.
London: Routledge.
1 week 1. LCD projector or 1. Oral, audio-visual,
manila paper and/or web-based
2. Texts, video/audio clips presentations to
from various sources promote cultural
3. See values (e.g., respect
http://creatingmultimod for elders,
altexts.com/ bayanihan spirit,
4. “The world’s worst etc.)
research presentation”
http://www.youtube.co
m/watch?v=nSGqp4-
bZQY
5. Adler, R., & Elmhorst,
J.M., & Lucas, K.
(2012). Communicating
at work: Strategies for
success in business and
the professions.NY:
McGraw Hill.

7.1 Convey ideas through
oral, audio-visual , and/or
web-based presentations for
different target audiences in
local and global settings
using appropriate registers.
7.2 Create clear, coherent,
and effective communication
materials.
7.3 Present ideas
persuasively using
appropriate language
registers, tone, facial
expressions, and gestures.
7.4 Adopt awareness of
audience and context in
presenting ideas.
scope is vital to successful
blogging
6. Select the best technology
for a message
7. Use the power of
technology
8. Treat e-mail as a
professional
communication medium
9. Choose electronic media
for brief messages
7. Communication 1. Present lecture and class
for various purposes discussion on informative,
persuasive, and argumentative
1. To obtain
provide, and communication
disseminate
information 2. Give lecture and discussion of
Types of Speeches and Public
2. To persuade Speaking (Read, Memorized,
and argue Impromptu,/Extemporaneous)
3. Provide short exercises: asking
for information through inquiry
letter or interview, response to
queries, incident reports
4. Design and deliver oral and
online presentation
5. Utilize effective outline for a
30-minute presentation
6. Enhance the presentation with
3 weeks 1. LCD projector or manila
paper
2. Sample texts (inquiry letter,
police reports, political
speeches, letters of
appreciation, etc.)
3. See
http://www.omafra.govon.ca/e
nglish/rural/facts/03-033.htm
4. See
http://www.capmembers.com/
media/cms/l2l_mod2_ch8_effe
ctive_communication_63afca8
970d43.pdf
5. See
http://hplengr.engr.wisc.edu/Pr
of_Comm.pdf
6. See
http://www.pearsonhighered.co
m/samplechapter/0205524214.
pdf
7. Searles, G. (2014).
1. Public announcements
(audio/video, social media)
about disaster preparedness
2. Editorial about
environmental issues
3. Formal One-minute
Speech based on current
issues (Extemporaneous)
4. Interview the local
people who are involved in
the controversy or who are
reporting on it for the local
paper
5. Compose a historical
analysis in which you
explain how the issue
became an issue

8.1 Write and present
academic papers using
appropriate tone, style,
conventions and reference
styles.
8.2 Adopt awareness of
audience and context in
presenting ideas.
8.3 Convey ideas through
oral, audio-visual , and/or
web-based presentations for
different target audiences in
local and global settings
using appropriate registers.
effective visuals Workplace Communication:
The Basics. Boston: Allyn &
7. Plan the presentation Bacon, 6th ed.
8. Dainton, M. & Zelley
8. Write the presentation E. (2015). Applying
communication theory for
9. Complete the presentation professional life. A practical
introduction. 3rd ed., Sage
10. Collect editorials that Publications.
represent the range of 9. Lucas, S. (2011). The
disagreements on the issue art of public speaking. NY:
McGraw Hill.
10. Video of “The Most
Important Cannot be Said”:
eddie Calasanz at
TEDxADMU (youtube)
8. Communication 1. Provide lecture and class 6 weeks 1. LCD projector or manila 1. Analysis Papers (e.g.,
for academic discussion on communication for paper literary analysis, political
purposes (e.g. academic purposes 2. Bullock, R. * Goggin, science analysis paper)
research-based M. (2013). The Norton Field and/or Technical Papers
journal or magazine 2. Present independent Guide to Writing 3rd edition. (for journal article or
article, etc.) research (topic proposal, W.W. Norton and Company. magazine article) on
literature review, data gathering, 3. See http://english28- political, social, cultural,
data analysis) payte.weebly.com/uploads/3/8/ economic or health,
38294063/nortonfieldguide2.p environment issue
df 2. Academic Presentations
4. See (e.g., paper presentations
http://www.stat.ncsu.edu/~reic for a local/international
h/st810A/oral.pdf conference; lecture
5. See presentations for a
http://pne.people.si.umich.edu/ local/international forum)
PDF/howtotalk.pdf of analysis/technical paper
9. 1 Create clear, coherent,
and effective
communication materials.
9.2 Present ideas
persuasively using
appropriate language
registers, tone, facial
expressions, and gestures.
9.3 Adopt awareness of
audience and context in
presenting ideas.
9. Communication 1. Provide lecture and class 4 weeks 1. LCD projector or manila
for work purposes discussion on effective paper
(e.g. healthcare, communication and oral 2. Video of “Giving
education, business presentations in the workplace Presentations Worth Listening
and trade, law, to”: Gordon Kangas at TEDx
media, science and 2. Present analysis of different Talks (youtube)
technology) communication materials 3. Sample communication
materials from different
3. Write exercises on workplace settings (e.g.
communication materials for the minutes, memo, requests,
workplace (e.g. minutes, memo, business/technical/incident
requests, reports, letters)
business/technical/incident reports, 4. See
letters) https://www.vuu.edu/Uploads/
files/SampleMeetingMinutes.p
df
5. See
http://www.monash.edu.au/lls/l
lonline/writing/medicine/reflec
tive/5.xml.
6. See
http://tawanmandi.org.af/know
ledge-
portal/Media/Workplace_com
munication_chapter_in_comm
unications.pdf
7. See
http://www.dol.gov/odep/topic
s/youth/softskills/Communicati
on.pdf
8. Dainton, M. & Zelley E.
(2015). Applying
communication theiry for
professional life. A practical
introduction 3rd edition., Sage
Publications.
9. Searles, G. (2014).
1. Workplace documents
(e.g. minutes; memo)
2. Written and/or oral
presentation (group
reporting) of a medical
case/business
proposal/media
campaign
proposal/program or
project proposal for
addressing a health
issue/problem (using
communication aids and
strategies-tools of
technology)
3. Final project:
Multimodal Advocacy
campaign (print, audio,
visual, web-based)
addressing current issues
tackled in previous tasks
(e.g., good governance,
responsible citizenship,
disaster preparedness,
environmental
preservation, poverty
reduction, etc.)
 Workplace Communication:
The Basics. Boston: Allyn &
Bacon, 6th ed.

Course Requirements:
Class interactions, individual and group presentations, written outputs, periodic examinations, assignments, attendance

Grading Scheme: 2/3 Class Participation and 1/3 Periodic Exam

References:

Arens, William F. Titles by: Weigold, Michael F.& Arens, Christian. (2011). Contemporary advertising and integrated marketing communications. New York: McGraw- Hill/Irwin,

Belch, George E. & Belch, Michael A. (2009). Advertising and promotion: an integrated marketing communications perspective. Boston: McGraw-Hill/Irwin.

Goggin, Gerard. (2011). Global mobile media. London and New York: Routledge.

Hackley, Chris. (2010). Advertising and promotion: an integrated marketing communications approach. Los Angeles: SAGE

Hart, Valerie A. (2010). Patient-provider communications: caring to listen. Boston: Jones and Bartlett.

Locker, Kitty O. & Kienzler, Donna S. (2010). Business and administrative communication. New York, NY: McGraw Hill Irwin

Crispin C. Maslog, ed. (2014). Philippine communication in the digital age. Quezon City: New Day Publishers.

Masterman, Guy. & Wood, Emma H. (2006). Innovative marketing communications: strategies for the events industry. Amsterdam: Elsevier.

O'Hair, Dan., Friedrich, Gustav W. & Dixon, Lynda Dee. (2011). Strategic communication in business and the professions. Boston: Allyn & Bacon.

Samovar, Larry A. & Porter, Richard E . (2010). Communication between cultures. Australia: Wadsworth.

MAKATI

Turner, Kenneth J., Magill, E. & Marples, David John. (2004). Service provision: technologies for next generation communications. Chichester ; Hoboken, NJ : Wiley

Prepared by: Date: Approved by: Date:

Languages Department June 5, 2018 Dr. Arlene S. Opina June 5, 2018

Head