its a basic protocol

1. Assessment Protocol for Semester 2, 2023/2024
Department Pusat Pengajian Bahasa Moden & Komunikasi
Course Code and Title Strategic Communication Planning BKK 31603
Number of Sections 2
Name of Instructor(s) Wan Norshira Wan Mohd Ghazali
Course Learning Outcome
1. Apply the concept of strategic communication planning in professional and organisational context (C3, PLO1)
2. Explain the elements of strategic communication planning in organisational context to maximize its results to the public
(C4, PLO2)
3. Present strategic communication planning project or ideas for selected organisations (A2, PLO5)
References:
Falkheimer, J. & Heidi, M. (2018). Strategic communication: An Introduction. NY:Routledge
Mahoney, James. (2013). Strategic communication: principles and practice. Australia: Australia Oxford University Press.
CLO PLO ATTRIBUTE SUB
ATTRIBUTE
EXAMPLE ASSESSMENT TYPE OF
ASSESSMENT
CONASS/FINASS
CLO 1:- (35%)
Apply the concept
of strategic
communication
planning in
professional and
organisational
context
(C3, MQF1, PLO1)
PLO1:
Knowledge and
Understanding
Understanding - Corporate Video – 15%
Individual Quiz – 20%
CONASS (35%)

2. CLO 2:- (55%)
Explain the
elements of strategic
communication
planning in
organisational
context to maximize
its results to the
public
(C4, MQF2, PLO2)
PLO2:
Cognitive Skills
/ Higher Order
Thinking
Analysing - Final Examination
Short Essay – 25%
Long Essay – 15%
FINASS (40%)
Group Case Study
CONASS (15%)
CLO 3:- (10%)
Present strategic
communication
planning project or
ideas for selected
organisations (A2,
MQF3, PLO5)
PLO5:
Communication
Skills
Verbal
Communication
Clear delivery of
ideas
Presentation CONASS (10%)
Confident delivery
of ideas
Effective and
articulate delivery
of ideas
Clearly written
academic discourse

3. Assessment Protocol
Assessment
Type
Learning
Outcome Assessed
Marks
weightage
Details of the Assessment Due Date
Final Exam CLO2 40% Final examination (essay) TBC
Individual
Assessment
CLO1
20%
Quiz - Short essay & MCQ Week 7
Group
Assignment
CLO2 15%
Social Media Analysis
● Select Muslim organization in Malaysia and analyze its
social media trend for three months
● If the organization maintains a few social media, choose
two or more to analyse
● Write a report (7-9 pages – excluding cover page) based
on the following topic guide (add more if needed).
o Facts about the organization and its social media
account
o Posting trend and frequency
o Number of followers
o Type of content posted
o Positive and negative comments received on social
media
o Communication style and strategies used on social
media
o Overall comments and suggestion for improvement
for the organization
Week 11
Group
Assignment
CLO3 10%
Presentation
Based on the social media analysis above, suggest strategic
communication planning ideas for improvement.
 The presentation will be done during class time.

4.  The duration of the presentation should be less than 10
minutes.
 Presentation will be done by week 10 and all groups
should submit the power point by week 10
Week 10
Group
Assignment
CLO1 15%
Corporate Video
A new CEO has been appointed in your company. The CEO
has different view on the culture of your company. As the
head of corporate communication, you are tasked to produce a
video of the new corporate culture as envisioned by the CEO.
To convince the employee on the company’s new culture,
produce a video featuring the CEO who then explains the
company’s strategic plan to introduce the new culture.
 The video should contain proactive communication from
superior to subordinates.
 Based on the concept of leadership and communication
power, use appropriate communication styles in the video
to influence the employees.
 While doing this assignment, use strategic messages that
will make all staff come into action.
 The video should be between 3-5 minutes.
https://www.youtube.com/watch?v=q7wXnPxM-dY (what to
do video summarized)
Week 14
Total Marks: 100%

5. RUBRICS
Group Assignment (Case Study) – 15 %
Categories 5-4 marks
Exceeds requirement
3-2 marks
More than meets the requirement
Less than1 marks
Partially meets the
requirement
Organization,
language &
formatting
Information is very organized
and well-structured. Carefully
follows the formatting
requirement
Excellent use of language and
grammatical structure
Information is organized and structured.
Generally follows formatting
requirement
Average use of language and
grammatical structure
Information is organized but not
structured. Follows dome
formatting requirement
Able to use proper language and
content is understandable
Analysis &
elaboration
Display mastery of the topic
presented. Provides many
convincing, well elaborated and
supported ideas and positions
Display adequate knowledge of the
topic presented. Provides several
convincing, elaborated and supported
ideas and positions
Display some knowledge of the
topic presented. Provides few
elaborated and supported ideas
and positions
Literature
review and
references
References used were excellent,
updated, and effective review of
literature.
References used were relevant and
acceptable review of literature.
Some references used were
relevant and mediocre review of
literature.
Presentation Rubric – 10%
categories 4-5 marks
Exceeds requirement
2-3 marks
More than meets the requirement
0-1 marks
Partially meets the
requirement
Clear delivery
of Ideas
Information is clearly delivered,
well-structured supporting info,
and effective command of
language
Information is moderately delivered,
structured supporting info, and
moderate command of language
Information is not delivered
clearly with poor command of
language

6. Effective and
articulate
delivery of
ideas
Display mastery of the topic
presented that accurately used to
attract the viewers’ attention while
adding to the understanding of the
topic
Display adequate knowledge of the
topic presented that attract the viewers’
attention while adding to the
understanding of the topic
Display some knowledge of the
topic presented which do not
fully attract the viewers’
attention and minor
understanding of the topic
Group Assignment (Corporate Video) – 15%
categories 3-2 marks
Exceeds requirement
2-1 marks
More than meets the requirement
0-0.5 marks
Partially meets the
requirement
Organization Information is very organized with
well-structured text and video
Information is organized with structured
text and video
Information is organized but not
that well structured
Content Display mastery of the topic
presented. Provides many
convincing, well elaborated and
supported ideas and positions
Display adequate knowledge of the
topic presented. Provides several
convincing, elaborated and supported
ideas and positions
Display some knowledge of the
topic presented. Provides few
elaborated and supported ideas
and positions
Animations,
Diagrams,
illustrations,
etc
Neat and accurately used to attract
the viewers’ attention while
adding to the understanding of the
topic
Managed to attract the viewers’
attention while adding to the
understanding of the topic
Generally used to attract the
viewers’ attention and do add to
some understanding of the topic
Language
efficiency
Excellent use of language and
grammatical structure
Average use of language and
grammatical structure
Able to use of language and
grammatical structure
Creativity Very creative and uses out of the
box approach
Able to use common creative video
presentation approach
There are some creative
elements
 The use of If AI is allowed with proper citation such as keyword used when it was generated.

7. Course Plan
Student Learning Activities
Course Content Outline CLO* Activities
Week 1
Group distribution
Briefing on the course assessment
1) To assign students in a particular group based on their criteria. Year of study,
gender, course.
2) Each group should be composed of a plurality of students.
3) To get students seat in groups and get them to know one another.
4) Next, ask each group member randomly to introduce his/her friend in the
group.
5) The session should be done in the first session.
6) In the second class, detail out the course assessment.
7) By now, students should be able to start planning to delegate tasks to each
group member.
Week 2
Introduction to strategic
communication planning CLO1,
CLO2
1) Instructor conducts lesson in the first class
2) Group discussion assisted by the class instructor in the second class
3) Instructor to embed Islamic values in the strategic communication
a. Provide prompts for discussion such as marketing strategies used by
Influencers that are against Islam.
b. This activity tries to expose students with different kinds of
communication strategies for different purposes.
c. Instructor can also conclude from the Islamic values.
Week 3
Model of Strategic Communication
 Situational knowledge
 Goal setting
CLO1,
CLO2
1) Instructor conducts lesson in the first class
2) Group discussion assisted by the class instructor in the second class
a. Get them discuss each component in the model and illustrate with
examples. Instructor could assign the topic, for example, politics in an
organization, the pros and cons. The use of each communication climate
and its benefit to the assigned situation (you may create any situation).

8. b. Instructor requests each group to present their views verbally
c. This activity will invite them to present ideas in a formal setting and
practice effective communication
Week 4
Model of Strategic Communication
 Communication competence
 Anxiety management
CLO1,
CLO2
1) Instructor conducts lesson in the first class
2) Discussion in the second class, could be pair discussion:
a. Instructor assign a topic and give them 10 minutes to discuss with their
pair. For example, anxiety management. Ask students to share openly
their communication anxiety and get them to suggest how they overcome
it. Invite other students to also respond to the experience presented by
their classmate.
b. This activity will invite them to present ideas in a formal setting and
allow participative communication
Week 5
Strategic communication in
organizational context
 Organisational Identity &
Culture (Falkheimer & Heidi,
2018)
 Socialisation in Organisation
(additional note)
CLO1,
CLO2
Chapter 3
Lesson and discussion
Week 6
Strategic communication in
organizational context
 Organisational Identity &
Culture (Falkheimer & Heidi,
2018)
 Socialisation in Organisation
(additional note) add from
CLO1
1) Continue with Strategic communication in organizational context
2) Quiz
Week 7
CLO1,
CLO2
Chapter 5
Lesson and discussion
Group activity

9. Strategic Communication in
organizational change and
development
Week 8
Strategic Communication in
organizational change and
development
CLO1,
CLO2
Chapter 6
Lesson and discussion
Group activity
Week 9
Media strategies in communicating
organizational messages
CLO1,
CLO2,
CLO3
Lesson and discussion
Group activity
Week 10
CLO3
Presentation
Week 11
New Media Strategies
CLO1,
CLO2,
CLO3
Lesson and discussion
Group activity
Week 12
New Media Strategies
CLO1,
CLO2,
CLO3
Lesson and discussion
Group activity
Week 13
Communication strategies with
internal stakeholders
CLO1,
CLO2,
CLO3
Lesson and discussion
Group activity
Week 14
Revision & Discussion
1) Discussion in preparing for final examination