1. (PJJ) LEADERSHIP COMMUNICATION (KOM 3364)By
Dr Zulhamri Abdullah (PhD, Cardiff, UK)
Deputy Director, Centre of Co-curriculum
Lecturer in Corporate Communication

2. Knowing You, Knowing Me Professional Academic
Exe. Cert. of Advanced Management Development (HARVARD, USA)
PhD in Professionalisation of Corporate Communication (CARDIFF, UK)
Master of Organizational Communication (UPM)
BA in Communication (Public Relations) (UKM)
Deputy Director,
Centre of Cocurriculum
Associate,
Reputation Institute., NY, USA
Member ,
European Public Relations Education & Research Association, GERMANY.
Member,
International Association of Corporate Marketing Studies, UNITED KINGDOM

3. CONTACT DETAIL
*Consultation hours: TUE PM (preferably by appointment)
Room no: B 029, Jab Kom, FBMK
Room TP Pusat Kokurikulum * (often here)
TEL: / 8525 HP: *
WEBSITE:

4. EVALUATION (PJJ) Assignment 1 20% Assignment 2 30% MID TERM EXAM 20%
FINAL EXAM 30%
Note: Attendance is compulsory (80% requirement)

5. EXAMINATION MID-TERM EXAM: FINAL EXAM: OBJECTIVE/SUBJECTIVE
Recall questions; multiple choices; true & false
The question based on understanding, reasoning, application, and synthesis.
General knowledge is strongly needed

6. OBJEKTIF KURSUS
1. menerangkan konsep dan fungsi komunikasi kepemimpinan dalam sesebuah organisasi.
2. menerangkan kepentingan ciri-ciri komunikasi kepemimpinan dari segi penyeliaan, pelatihan, dan karisma.
3. menjustifikasikan strategi komunikasi kepemimpinan yang berkesan dalam organisasi.

7. SINOPSIS
Kursus ini membincangkan konsep, teori dan fungsi komunikasi kepemimpinan dalam organisasi; gaya kepemimpinan; kepemimpinan berkarisma ; komunikasi pelatihan; kepelbagaian organisasi; teknologi komunikasi; strategi komunikasi kepemimpinan; dan cabaran dalam kepemimpinan.

8. CONTENT OF COURSE
1. Concept, theory and functions of leadership communication
2. Organizational theories: a perspective of leadership
3. Leadership styles
4. Executive coaching
5. Leaders as change agents

9. 6. Managing leadership communication strategy
7. Building and Leading High-Performing Teams
8. Strategic Internal Communication
9. Strategic External Relations
10. Emotional Intelligence & Cultural Literacy

10. 1 Concept, Theory and Functions of Leadership Communication
LC is the controlled, purposeful transfer of meaning by which leaders influence a single person, a group, an organisation, or a community.
Core communication skills
Analysing audiences
Developing com strategy
Capabilities – business com
Managerial communication skills
Managing others – one-to-one contact
Emotional intelligence & cultural literacy
E.g. leading meetings & managing teams
Corporate communication skills
Leading orga & addressing a broader community
More complex – communicating with internal & external stakeholders
Leaders of change program & vision development

11. 2 Organizational Theories: A Perspective of Leadership
An organization is “as a complex social unit designed to achieve a specific purpose”.
Three organizational theories:
Classical Theories of Organisation
Focus on performance and outputs, not relationship
Humanistic Theories of Organisation
Relationships among workers have a major impact on the work accomplished in the organization.
Integrative/system Theories of Organisation
Dynamic - most corporations went through some changes – technologies; foreign competition; economic recession.

12. 3 Leadership Styles
Leadership style – followers expect that how leaders should act or perform
Varying styles:
The leader’s personal characteristics
The characteristics of followers
The characteristics of the organisation
Task goals
External constraints affecting the organization & the leaders

13. 4 Executive Coaching
The coach is a trusted superior, and the person being coached is a trusted subordinate
Effective leaders are good coaches
CEO of Ford Motor Co. – “I see myself as a coach, and my job is to set the direction of the company, to make sure we have the right players and eliminate the politicking”.
Coaching is a way of enabling others to act and build on their strengths.
Coach should be care enough about people to invest time in building personal relationship with them.

14. 5 Leaders As Change Agents
Elements of change process
Change is a multi-component process – a series of stages
Change is both perceptual and behavioural – enacting a new way of thinking & changing behavior
Organisational change affects each individual in the multiple roles
Change may be incremental or transformational
Incremental – minor improvement
Transformational – major changes: multidimensional, multifunctional, radical, & discontinuous change

15. References PHOTOCOPYING OF BOOKS IS RESTRICTED UNDER LAW
Textbook: *Barrett, Deborah J. (2006). Leadership communication. Boston: McGraw-Hill Irwin. 2. Chemers, Martin M & Ayman, Roya. (1993). Leadership theory and research: Perspectives and directions. San Diego: Academic Press, Inc. 3. Dubrin, Andrew. J. (2004). Leadership: Research findings, practice and skills. New York: Houghton Mifflin Co. 4. Hassan, Abdullah & Mohd, Ainon. (1998). Komunikasi untuk pemimpin. Kuala Lumpur: Utusan Publication. 5. Witherspoon, Patrick D. (1997). Communicating leadership: An organisational perspective. Boston: Allyn and Bacon. 6. Zulhamri Abdullah. (2008). International Corporate Communication. 2nd Edition. Singapore: Pearson Prentice Hall.

16. DESCRIPTION OF ASSIGNMENTS
Pelajar diminta membuat tugasan akademik mengenai Komunikasi Kepemimpinan berdasarkan deskripsi tajuk berikut:
Pilih SATU tajuk sahaja.
Tajuk 1
“How to become a good leader?: A communication perspective”.
ATAU
Tajuk 2
“The importance of executive coaching: Improving organisational excellence”
Tajuk 3
“Building and leading high-performing teams in a service corporation”

17. Nota: Tugasan ini hendaklah dilakukan secara individu.
Tugasan ini hendaklah dilakukan secara individu.
Setiap tugasan bertulis mestilah tidak lebih daripada 10 muka surat sahaja.
Tugasan yang dibuat mestilah mengandungi sekurang-kurangkannya 5 buku rujukan, artikel jurnal dan/atau rujukan yang berkaitan.
Sila rujuk “Piagam Tugasan” di laman web pensyarah bagi menyempurnakan tugasan yang cemerlang

18. DESCRIPTION OF ASSIGNMENTS
TUGASAN 2 (30%)
Anda adalah seorang pegawai kanan yang sedang berkhidmat di Unit Strategi Komunikasi di sesebuah organisasi berorientasikan perkhidmatan. Anda diminta oleh majikan untuk menjayakan kempen keselamatan jalan raya.
Sila jawab soalan-soalan berikut:
Apakah fungsi, peranan dan tugas seorang pemimpin dalam menjayakan kempen tersebut?
Apakah gaya kepemimpinan yang perlu dipamerkan untuk menjayakan kempen tersebut?
Berdasarkan teori kepemimpinan, bincang dan aplikasikan satu teori kepemimpinan bagi menjayakan kempen tersebut?

19. Nota:
Tugasan ini hendaklah dilakukan secara individu.
Setiap tugasan bertulis mestilah tidak lebih daripada 15 muka surat sahaja.
Tugasan yang dibuat mestilah mengandungi sekurang-kurangkannya 10 buku rujukan, artikel jurnal dan/atau rujukan yang berkaitan.
Sila rujuk “Piagam Tugasan” di laman web pensyarah bagi menyempurnakan tugasan yang cemerlang

20. Keterangan Tugasan
- Tugasan tersebut mestilah disediakan oleh pelajar dan perlu diserahkan pada waktu yang telah ditetapkan: Tugasan 1: Minggu 5 Tugasan 2: Minggu 10 - Markah akan ditolak bagi penghantaran tugasan yang lewat

21. DESCRIPTION OF ASSIGNMENTS
GROUP ASSIGNMENT: SMALL GROUP PROJECT/SEMINAR
A must have:
– Academic writing : technical text – author/year (e.g. journal article); footnotes (optional)
- References (APA system/equiv.); the more references you have, the more credible the text you produce. (Sources: journal articles; books etc)
- 12 ‘Times’ font; double spacing; A4 paper (refer to Piagam Projek).

22. Example:
In Malaysia and Singapore, communication campaigns have always been aligned with ‘intercultural harmony’ (Sriramesh & Vercic, 2003).
A case study by Cummings and DeSanto (2002) revealed that in the 1960s, the International Public Relations Group of Companies failed to convince their local and national clients in Asia, especially in Japan.
Technical/science text NOT in ‘short form’; ‘bhs pasar’; story/’cerpen’
Paraphrase the sentences NOT copy

23. ASSIGNMENT MARKING SCHEME
Assignments will be assessed based on four key criteria (COPS) as follows:
Marking Criteria Marks
1. Content 30
2. Organization 30
3. Presentation
4. Style
Total: %

24. ASSIGNMENT MARKING SCHEME(2)
Content
Well focused; rigorous arguments/analysis; outstanding knowledge of and use of evidences; relevant
supporting academic materials and real world examples; and excellent use of direct quotations.
Organization
Great mapping strategy guiding the readers; a clear introduction including a thesis
statement (main ideas/key points); a main body clearly divided into sections; and
excellent use of sub-headings and linking devices.
Presentation
Clearly presented with attention to detail of the conventions of the title page, bibliography, appendices, &
overall layout; excellent referencing system; excelent use of appropriate vocabulary and gramatical
structures; and able to demonstrate appropriate length with excellent spelling and punctuation.
Style
Excellent attention paid to a particular style demonstrated throughout; outstanding insights with high
quality and innovation; and overall consistency of the style addressed throughout.

25. THANK YOU FOR LISTENING!
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