SCCA1013 Introduction to Communication

First Semester, 2014/2015 (A141)

ACADEMIC PLANNING
FIRST SEMESTER, 2014/2015 SESSION (A141)

SCCA 1013
INTRODUCTION TO
COMMUNICATION
Sunday & Wednesday
2:30pm - 4:00pm
DKG 6/28

Lecturer:
-----------------------------------------------------

khairie@uum.edu.my
04-9285815
http://staf.uum.edu.my/khairie

Senior Lecturer,
Postgraduate Coordinator Office,
SMMTC Main Office,
School of Multimedia Tech. & Communication,
Universiti Utara Malaysia

Consultation Hours:
Sunday:- 11:00am-1.00pm
Monday:- 9:00am-1:00pm
* By appointment beyond stated hours.

MOHD KHAIRIE AHMAD,

PhD, AMIM

SCCA1013 Introduction to Communication

First Semester, 2014/2015 (A141)

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SCCA1013 Introduction to Communication

First Semester, 2014/2015 (A141)

PUSAT PENGAJIAN TEKNOLOGI MULTIMEDIA & KOMUNIKASI

School of Multimedia Technology and Communication
UNIVERSITI UTARA MALAYSIA
__________________________________________________________________
COURSE CODE
COURSE NAME
CREDIT HOURS

: SCCA 1013
: INTRODUCTION TO COMMUNICATION
:3

SYNOPSIS
As a basic exposure, the course is aimed at providing student with the background of
communication discipline. In addition, this course will expose the students to various definitions,
models and key elements of the communication process. Correspondingly, the forms and types of
communication involves in the process of human communication will be exposed to the student
through the course. Through this course, students will be introduced to the some areas of
communication studies such as organisational communication, communication for social change
and communication technology. Finally, it is expected student will be able to acquire basic
knowledge about the field of communication as a branch of social science.

OBJECTIVES
At the end of this course, students should be able to:
i. Interpret, relate and clearly explain the concept of communication. (C2, P1, A3)
ii. Identify, dismantling and understand the development of communication study and elements
involved. (C1, P4, A3)
iii. Describe and evaluate the patterns of communication and types of communication. (C2, P2,
A1)
iv. Interpret, adapt, and evaluate basic communication issues. (C3, P4, A3)

TEACHING & LEARNING FORMAT

This course is conducted in face-to-face teaching mode for 42 hours. Meeting conducted via face to
face lectures and teaching-learning process is student-centered (student-centered learning).
Lecture or lectures from lecturers is for 28 hours and 14 hours is involved in learning activities that
require the direct involvement of the students. Students will be provided with a list of references and
get specific reference book as the main reference. To obtain an effective understanding, students
are advised to read the reference. Students are also advised to make brief notes for each lesson
and try to answer the previous year's exam questions. This way will help students to better
understand the topic and can enhance students' skills in applying relevant theories.
Consequently, students are advised to make some preparations as stated below before every
academic session:
I. Conduct early readings of the topic that have been set for each session.
II. Make additional references related to the topic through books or other scientific papers.
III. To cooperate and ready to engage actively in discussions conducted.
The class schedule is provided in the following section. However, any changes are subject to the
announcement by the HEA.
2014 Mohd Khairie Ahmad

SCCA1013 Introduction to Communication

First Semester, 2014/2015 (A141)

SYLLABUS
Lecture
Week 1
07/9/2014
10/9/2014

Week 2
14/9/2014
17/9/2014

Week 3
21/9/2014
24/9/2014

Week 4
28/9/2014
1/10/2014

Week 5
5/10/2014
8/10/2014

Week 6
12/10/2014
15/10/2014
Week 7
26/10/2014
29/10/2014

Topic

Remarks

1. History of Communication Study

1.1 Introduction
1.2 Communication as a Social Science
1.3 Evolution and the development of communication
study
1.4 The development of communication study in
Malaysia

Briefing on lectures
and assessment
process.
Formation of group
assignment team.

2. Introduction to Communication
2.1 What is Communication?
2.2 Definition of communication
2.3 The concepts of communication
2.4 Communication Functions

Submit team
members list and
proposed topic.

3. Elements of the Communication Process

3.1 Source
3.2 Message
3.3 Channel
3.4 Receiver
3.5 Feedback
3.6 Interference
3.7 Framework of Reference
3.8 Context

4. Communication models
4.1 The development of communication models
4.2 Model Characteristic & assumptions:
i. Clasic/Linear
ii. Two-ways/Interactive
iii. Multiple-ways/Transactional

Individual
Assignment I Due
28 Sept. 2014

5. Types of Communication Messages

5.1 Message and Meaning
5.2 Oral communication
5.3 Non-verbal Communication

Class on 5 Oct. 2014

will be in online
mode.

6. Types of Communication
6.1 Intrapersonal Communication
6.2 Interpersonal Communication
6.3 Group Communications
6.4 Organizational Communication
6.5 Public Communication
6.6 Mass Communication
6.7 Intercultural Communication
6.8 On-line Communication

Marks release for

Individual
Assignmnet I

2014 Mohd Khairie Ahmad

SCCA1013 Introduction to Communication

First Semester, 2014/2015 (A141)

SEMESTER BREAK (17 25 October 2014)

Lecture
Week 8
2/11/2014
5/11/2014
Week 9
9/11/2014

Week 9
12/11/2014
Week 10

Topic
7. Organizational Communication
7.1 Definition
7.2 Components
7.3 Characteristics
7.4 The functions & process

Remarks
Individual
Assignment II Due
2 Nov. 2014

8. Communication for Social Change

8.1 Definition
8.2 Components
8.3 Characteristics
8.4 The functions & process

16/11/2014
19/11/2014

Week 11
23/11/2014
26/11/2014
Week 12

9. Communication Technology
9.1
9.2
9.3
9.4

Definition
Components
Characteristics
The function & process

Marks release for

Individual
Assignment II

30/11/2014

Week 12
3/12/2014
Week 13

10. Other Fields of Communication Study

10.1 Public Relations
10.2 Journalism
10.3 Advertising
10.4 Mass Communication

Group Assignmentwritten Due 6 Dec.

2014.

11. Thinking Skills in Communication

Course Evaluation
Marks release for
Group Assignment

7/12/2014
10/12/2014

Week 14
14/12/2014
17/12/2014

11.1 Critical Thinking

11.2 Creative Thinking
11.3 Scientific Thinking
11.4 Association between thinking skills &
communication

2014 Mohd Khairie Ahmad

SCCA1013 Introduction to Communication

First Semester, 2014/2015 (A141)

COURSE ASSESSMENT
Assessment will be based on individual assignments, group assignments and a final examination.
Percentages of assessment are as follows:
Individual Assignment I
Individual Assignment II
Group Assignment
Final Examination
TOTAL

10%
10%
40%
40%
100%

INDIVIDUAL ASSIGNMNET I (10%)

You are required to produce a scholarly essay with factual features, appropriate examples and
critical discourse. Please select ONE (1) of the following topics:
a. Discuss FOUR (4) importance of communication in our daily life.
b. Discuss FOUR (4) roles of communication in a business.
i. This essay should not exceed more than three (3) pages typed with 1.5 line spacing.
ii. Please use either Times New Roman or Arial or Calibri font with the font size is 12.
iii. This essay should be supported with academic references and comply with APA writing style.
Check your Learningzone for how to write references following APA style.
iv. Deadline for submission is on September 28, 2014 (5 October 2014). Essay does not need to be
printed. Please upload to the UUM 'Learningzone' system. The document of the assignment
should be named base on the course code-assignment type-your matric number (i.e.
SCCA1013-I1-212192)
v. Essays will be evaluated base on the Written Report Rubric, please check it out via the class
Learningzone.
INDIVIDUAL ASSIGNMENT II (10%)
You are required to produce a scholarly work that has factual features, appropriate examples and
critical characteristics. In this task you are requested to discuss THREE communication concepts.
Each concept should include following items:
a. Overview and definition of the concept in general.
b. Definition of the concept based on few scholars (at least TWO scholars). Based on the
definition by the scholars, produced a summary of the concept.
c. Application or the use of this concept in the communication process.
d. Summary of concepts. Please provide your views on the relevance of the concept in current
communication practice.
f. List of references.
i. This essay should not exceed more than three (3) pages typed with 1.5 line spacing.
ii. Please use either Times New Roman or Arial or Calibri font with the font size is 12.
iii. This essay should be supported with academic references and comply with APA writing style.
iv. Deadline for submission is on November 2, 2014. Please upload your assignment to the UUM
'Learningzone' system. The softcopy of the assignment should be named base on the course
code-assignment type-your matric number (i.e. SCCA1013-I2-212192)
2014 Mohd Khairie Ahmad

SCCA1013 Introduction to Communication

First Semester, 2014/2015 (A141)
v. Essays will be evaluated base on the Written Report Rubric, check it out via Learningzone.

GROUP ASSIGNMENT (40%)

Form a group consisting of FOUR (4) members. This assignment required group to produce a
scholarly writing and producing a presentation material about a communication model. A total of
30% is allocated for writing assessment and 10% for the presentation evaluation. You need to apply
the knowledge gained through this course in your group assignment. Here are items/format
expected in your academic writing:
i. Describe and explain in complete a communication model: Introduce the model, the
history of model development and the model elements.
ii. Discuss the function or aims of the model. What is the general purpose of this model,
what are the functions, what aspects or processes of communication explain by the
model?
iii. The relationship between the model and the reality: With appropriate examples discuss
how the communication model can explain a phenomenon or situation of
communication in real life.
iv. Analysis/Critique the communication model: Give your opinion to what extent the model
effectively explaining communication situation.
Here are additional information of this assignment:
1. The writing must be typed neatly with 1.5 lines spacing on A4 paper size. Please use either
Times New Roman or Arial or Calibri font with the font size is 12. This essay should not exceed
more than FIFTEEN (15) pages.
2. The deadlines for submitting this assignment is not later than December 6, 2014. Please upload
your work to UUM 'Learningzone' system. The softcopy of the assignment should be named
base on the course code-assignment and your matric number (i.e. SCCA1013-G1-212192222999-212222-234567)
3. Plagiarism is an academic crime. Therefore, a complete citation must be presented to the
quotations, Paraphrasing, or ideas taken from the / source other than the authors of the report
itself.
4. This essay should be supported with academic/scientific references and comply with APA writing
style system.
5. Writing Assessment components are as follows:
i. Introduction
ii. Overview / Background of the communication model
iii. Function model
iv. Relevance model and reality communication
v. Analysis / Critique
vi. Conclusion / Summary
vii. Writing format & references
6. Presentation materials to be produced at least using PowerPoint. Time allocate for each
presentation is no more than 15 minutes.

2014 Mohd Khairie Ahmad

SCCA1013 Introduction to Communication

First Semester, 2014/2015 (A141)
7. Components for Presentation are as follows:
i. The structure of the presentation
ii. Content Presentation
iii. Technique / Method of Delivery
8. This task will be assessed base on Written Report Rubric and Oral Presentation Rubric.
Check them out in the class's Learningzone.
FINAL EXAMINATION (40%)
Final exam will be held in December 2014. Students will be notified for the date, time and place of
the examination by the HEA. Final exam question will cover all chapters. The exam is allocated for
2 hours 30 minutes. Students are required to answer all questions. Usually the questions in the final
exam will be structured questions and simple essay.

REFERENCES
th

Beebe, S.A., Beebe, S.J., & Ivy, D.K. (2012). Communication: Principles for a lifetime (5
Boston: Pearson.

ed).

Mohd Baharudin Othman & Mohd Khairie Ahmad. (2003). Pengantar komunikasi. Sintok: Penerbit
UUM.
Rogers, E.M. (1994). A History of communication study: A biographical approach. New York: The
Free Press.
Samsudin Rahim. (1998). Komunikasi asas. Kuala Lumpur: Dewan Bahasa Dan Pustaka.
Wood, J.T. (2012). Communication in our lives. Boston: Cengage.

2014 Mohd Khairie Ahmad