BACOLOD CITY COLLEGE

BSOA DEPARTMENT
COURSE SYLLABUS
Purposive Communication
1st Semester
AY 2020- 2021

BCC Goal : Empowered graduates to become active contributors to the development of the country and the world.
Vision : To be the center of development where students can acquire practical and theoretical knowledge to meet the challenges of times.
Mission : It shall continuously pursue relevant and balanced curricular and co-curricular activities as well as experienced-based knowledge aligned with
the needs of the local, national, and global community.
Course Code : GE 5
Course Title/Name : Purposive Communication
Course Credits : 3 units
Instructor :
Course Description : Purposive Communication is about writing, speaking, and presenting to different audiences and for various purposes. Purposive
Communication 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 other academic endeavours, 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.
Contact Hours/Week : 3 hours
Course Objective : After successful completion of this course, the students must have:

Knowledge
1. Described the nature, elements, and functions of verbal and non-verbal communication in various and multicultural contexts
2. Explained how cultural and global issues affect communication
3. Determined 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
1. Conveyed ideas through oral, audio-visual, and/or web-based presentations for different target audiences in local and global settings using appropriate
registers
2. Created clear, coherent, and effective communication materials
3. Presented ideas persuasively using appropriate language registers, tone, facial expressions, and gestures
4. Wrote and presented academic papers using appropriate tone, style, conventions, and reference styles
Values
1. Adopted cultural and intercultural awareness and sensitivity in communication of ideas
2. Appreciated the differences of the varieties of spoken and written language
3. Adopted awareness of audience and context in presenting ideas
4. Appreciated the impact of communication on society and the world

Course Outline and Timeframe

Week Topics
1 Communication processes, principles, and ethics
1 Communication and globalization
2 Local and global communication in multicultural settings
Varieties and registers of spoken and written language
Evaluating messages and/or images of different types of texts reflecting different cultures
2 1. What is the message?
2. What is the purpose of the message?
3. How is the message conveyed by the text and/or image?
4. Who is the target audience of the message?
5. What other ways of presenting the message are there?
3 Communication aids and strategies using tools of technology
Communication for various purposes
4-6 1. to obtain, provide, and disseminate information
2. to persuade and argue
7-10 Communication for work purposes
11-18 Communication for academic purposes

Desired Learning Course Content/Subject Textbooks/ Teaching and Assessment Task Resource Time
Outcomes (DLO) Matter References Learning Activities (ATs) Materials Table
 (TLAs)
After successful completion of
this course, the students must
have:
• Described the nature, • Communication processes, • Chase, R. & Shamo, S. • Lecture and class • Quizzes and • LCD projector or
3 hrs.
elements, and functions of principles, and ethics (2013). Elements of discussion on seatwork on manila paper
verbal and non-verbal effective communication, elements and types identifying elements • Audio and/or
communication in various and 4th ed. Washington, Utah: of communication of communication video
multicultural contexts Plain and Precious Group work on (e.g. sender, message, clips of various
Publishing. identifying elements of channel, receiver, media (e.g. TV
communication in effect) commercials;
• See various texts movies;
http://www.healthk newscasts; etc.)
now • Texts from
ledge.org.uk/public- newspapers,
health- magazines,
textbook/organisatio journals
n-
management/5a-
understanding-
itd/effective-
communication

• See
http://promeng.eu/
dow
nloads/training-
materials/ebooks/so
ft-
skills/effective-
communication-
skills.pdf

• Explained how cultural and
global issues affect
communication
• Appreciated the impact of
communication on
society and the world
• Communication and •See • Class discussion • Reaction paper •LCD projector or 3 hrs.
Globalization “Communicating in a of essay, and/or discussion manila paper
multicultural society "Flight from forum on the impact
conversation" or video
and world” of globalization on
“Connected but alone”
• Article “Flight how people
and “How social media
from conversation” can make history” or communicate, and
http://www.nytimes.co “Wiring a web for global vice versa

•Determined culturally
appropriate terms,
expressions, and images
(sensitivity to gender, race,
class, etc.)
•Adopted cultural and
intercultural awareness
and sensitivity in
communication of ideas
m/2012/04/22/opinion good”
/s unday/the-flight-
from-
conversation.html?
_r=0
•Video “Connected but
alone” in TED talks
https://www.ted.com/t
al
ks/sherry_turkle_alone
^together
•Video “How social
media can make
history”
https ://www. ted.
com/tal ks/clay shirky
llphones_twitter_faceb
ook_can_make_history
• Video “Wiring a web
for global good”
https ://www. ted.
com/tal
ks/gordon_brown
•Local and Global •See TED Talks “Pop •Lecture and class •Quiz and seatwork •LCD projector or 6 hrs.
Communication in culture in the Arab discussion on using on manila paper
multicultural settings world" culturally appropriate using culturally
https://www.ted.eom/ terms, expressions and appropriate terms, •Invited
•Varieties and registers t images; varieties and expressions, and students/speakers
of spoken and written alks/shereen_el_feki_ registers of language images; varieties from different
language pop_cultureJn_the_ar and registers of cultures
ab_world •Class discussion of language
•See cultural •Films or videos
https://celsalangues.w appropriateness in •Research and showing different
ordpress. communicating as report on various speakers from
com/2015/0129/it- tackled in fiim/video cultural and various regions
aint-right-innit- intercultural modes communicating in

•Evaluated multimodal
texts critically to enhance
receptive (listening,
reading, viewing) skills
• Evaluating messages
and/or images (e.g.
pictures, illustrations) of
different types of texts
reflecting different cultures
about-language- •Exercises on using of a multilingual
register-in-english/ culturally communication setting (e.g. "Lost
•See appropriate terms, (e.g., in Translation”)
http://www.really- expressions, and words/gestures
learn- images used in a particular
english.com/language •Interview invited region or country to
-register.html speakers/students show respect)
•See https://www.uni- and/or various
due.de/SVE/ issues in
•See communication
http://www.icaltefl.co (e.g., use of
m politically correct
/category/varieties-of- words in today's
english world; gender
•See sensitivity through
http://www.britishcou language)
n
cil.org/blog/which-
variety-english-
should-you-speak
•Dainton, M. & Zelley
E. (2015). Applying
communication theory
for professional life, A
practical introduction
3rd ed. Sage
Publications.
•Biber, D. & Conrad S.
(2009). Register, genre,
and style. Cambridge:
Cambridge Univ.
•See sample: •Lecture and class •LCD projector or Invitation for 6 hrs.
http://www.kwintesse discussion on manila paper people to join
n tial.co.uk/cultural- preparing audio visual cause- oriented
services/articles/cultur and web- based •Authentic texts events using
al-sensitivity.html Presentations about various media such
•Conveyed ideas through (regional, Asian, Western, cultural sensitivity as email, social
oral, audio-visual, and/or etc) •See sample: •Group work and class from various media media, print
web-based presentations https://mindspaceintui discussion on (text messages; and/or electronic
for different target 1.What is the message? t ion.files.wordpress.co identifying problems email messages; advertisements
audiences in local and m/2015/01/cross- with the research social media
global settings using 2.What is the purpose of cultural.jpg presentation in the messages;
appropriate registers the message? video newspaper,
•See sample: magazine, and
•Adopted awareness of 3.How is the message http://Ltelegraph.co.uk journal articles;
audience and context in conveyed by the text /multimedia/archive/0 print and electronic
presenting ideas and/or image? 1 440/burgeM 440211 advertisements)
cM
4.Who is the target
audience of the message? •See sample:
http.Y/atlantablackstar.
5.What other ways of com/2013/11/19/9-
presenting the message are racist-ads-
there? commercials-that-
promote-negative-
images-of-black-
people/3/

•Mooney, A., Peccei,

J.S., La Belle, S, et.al.
(2010). Language,
society and power: An
introduction, 3rd ed.
London: Routledge.
•Conveyed ideas through • Communication aids and •See • Lecture and class •LCD projector or • Oral, audio- 3 hrs.
oral, audio-visual, and/or strategies using tools of http://creatingmu! discussion on manila paper visual, and/or web-
web-based presentations technology timodaltexts.com/ preparing audio based
visual and web-
for different target •Texts, video/audio presentations to
basedpresentations
audiences in local and •“The world’s worst clips from various promote cultural
global settings using research presentation” • Group work and class sources values (e.g.,
appropriate registers https: //www. discussion on respect for elders,
youtube.com/watch? identifying problems bayanihan spirit,
•Adopted awareness of v=nSGqp4- bZQY with the research etc.)
audience and context in presentation in the
presenting ideas •Adler, R., Elmhorst, video
JM, & Lucas, K.
(2012).

Communicating at
work: Strategies for
success in business and
the professions.
NY: McGraw Hill.
•Conveyed ideas through • Communication for •Sample texts (inquiry •Lecture and class •LCD projector or •Public 9 hrs.
oral, audio-visual, and/or various purposes letter, police reports, discussion on manila paper announcements
web-based presentations political speeches, informative, persuasive (audio/video,
for different target 1.to obtain, provide, and letters of appreciation, and argumentative social media)
audiences in local and disseminate information etc) communication about disaster
global settings using preparedness
appropriate registers 2.to persuade and argue •See •Lecture and
http://www.omafra.go discussion of •Editorial about
•Created clear, coherent, v.on.ca/english/rural/f Types of environmental
and effective acts/03-033.htm Speeches and Public issues
communication materials Speaking (Read,
•See Memorized, •Formal One-
•Presented ideas http://www.capmemb Impromptu/ minute Speech
persuasively using ers.com/media/cms/l2l Extemporaneous) based on current
appropriate language _mod2_ch8_effective_ issues
registers, tone, facial c ommunicatio 63afca8 •Short exercises: (Extemporaneous)
expressions, and gestures 970d43.pdf asking for information
through inquiry letter
•Adopt awareness of •See or interview, response
audience and context in http://hplengr.engr.wis to queries, incident
presenting ideas c.edu/Prof_Comm.pdf reports

•See
http://www.pearsonhi
ghered.com/samplech
 a

•Searies, G. (2014).
Workplace
Communication: The
Basics. Boston: Ailyn &
Bacon, 6th ed.

*Dainton, M. & Zelley

E. (2015). Applying
communication theory
for professional life. A
practical introduction.
3rd ed., Sage
Publications.

*Lucas, S. (2011). The

art of public speaking.
NY: McGraw Hill.

•Video of "The Most

Important Cannot be
Said”: Eddie Calasanz
at
TEDxADMU(youtube)
Created clear, coherent Communication for work •Video of “Giving Lecture and class •LCD projector or •Workplace 6 hrs.
and effective purposes (e.g. healthcare, Presentations Worth discussion on effective manila paper documents (e.g.
communication materials education, business and Listening to”: Gordon communication and minutes: memo)
Present ideas persuasively trade, law, media, science Kangas at TEDx Talks oral presentations in •Video of “Giving
using appropriate language and technology) (youtube) the workplace Analysis Presentations Worth •Written and/or
registers, tone, facial of different Listening to”: oral presentation
expressions and gestures •Sample communication Gordon Kangas at (group reporting)
communication materials TEDx Talks of a medical case/
Adopted awareness of materials from (youtube) business proposal/
audience and context in different workplace Writing exercises on media campaign
presenting ideas in settings (e.g. minutes, communication •Sample proposal/ program
communicating ideas memo, requests, materials for the communication or project proposal
business/technical/ workplace (e.g. materials from for addressing a
incident reports, minutes, memo, different workplace health
letters) requests, settings (e.g. issue/problem
business/technical / minutes, memo, (using
•See incident reports, requests, communication
https ://www. vu u. ed letters) business/technical/ aids and strategies-
u/Uploads/files/Sampl incident reports, tools of
eMeetingMinutes.pdf letters) technology)

•See
http://www.monash.e
du.au/lls/llonline/writi
ng/medicine/reflective
/5.xml

•See
http://tawanmandi.org
. af/knowledge-
ortal/Media/Workplac
e_communication_cha
pterjncommunications.
Pdf

•See
http://www.dol.gov/od
ep/topics/youth/softski
Ils/Communication.pdf

•Dainton, M. & Zelley

E. (2015). Applying
communication theory
for professional life. A
practical introduction
3rd edition., Sage
 Publications.

•Searles, G. (2014).
Workplace

•Wrote and presented Communication for •Bullock, R. & Goggin, •Lecture and class •LCD projector or •Analysis Papers
academic papers using academic purposes (e.g. M. (2013).77?e Norton discussion on manila paper (e.g., literary
appropriate tone, style, research-based journal or Field Guide to Writing communication for analysis, political
conventions and reference magazine article, etc.) 3rd edition. W.W. academic purposes science analysis
styles Norton and Company. paper) and/or
•Independent research Technical Papers
•Adopted awareness of •See (topic proposal, (for journal article
audience and context in http://english28- literature review, data or magazine
presenting ideas payte.weebly.com/upl gathering, data article) on political,
oads/3/8/2/9/3829406 analysis) social, cultural,
•Conveyed ideas through 3/nortonfieldguide2.pd economic or
oral, audio-visual, and/or f health,
web-based presentations environment issue
for different target See
audiences in local and http://www4.stat.ncsu. •Academic:
global settings using edu/~reich/st810A/ora Presentations (e.g.,
appropriate registers l.pdf paper
presentations for a
See local/international
http://pne.people.si.u conference; lecture
mich.edu/PDF/howtot presentations for a
alk.pdf local/international
forum) of
analysis/technical
paper

• 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.)

PURPOSIVE COMMUNICATION Required Readings and Other Materials

Adler, R., Elmhorst, J.M., & Lucas. Communicating at Work: Strategies for Success in Business and the Professions. NY: McGraw Hill, 2012.
Bullock, R. and Goggin, M. The Norton Field Guide to Writing. 3rd ed. W.W. Norton and Company, 2013.
Chase, R. and Shamo, S. Elements of Effective Communication. 4th ed. Washington, Utah: Plain and Precious Publishing, 2013.
Dainton, M. and Zelley E. Applying Communication Theory for Professional Life. A Practical Introduction. 3rd ed., Sage Publications, 2015.
Lucas, S. The Art of Public Speaking. NY: McGraw Hill, 2011.
Mooney, A., Peccei, J.S., La Belle, S, et.al. Language, Society and Power: An Introduction. 3rd ed. London: Routledge, 2010.
Searles, G. Workplace Communication: The Basics. 6th ed. Boston: Allyn & Bacon, 2014.

PURPOSIVE COMMUNICATION Suggested Readings and References

Abrams, R. Successful Business Plan: Secrets and Strategies. Redwood, CA: Planning Shop, 2010.
Axelrod, R. & Cooper, C. The St. Martin’s Guide to Writing. 10th ed. Bedford/St. Martin’s, 2013.
Biber, D. & Conrad S. Register, Genre, and Style. Cambridge: Cambridge University Press, 2009.
Lehman, C. & DuFrene, D. Business Communication. Mason, OH: South-Western Cengage Learning, 2011. Miller, K. Communication Theohes: Perspectives, Processes, and Contexts.
2nd ed. NY: McGraw Hill, 2004. Anderson, K. & Tompkins, P. Practicing Communication Ethics: Development, Discernment and Decision-making. Routledge, 2015.
Wallace, C. Chtical Reading in Language Education. Basingstoke and New York: Palgrave McMillan, 2005.
Grading System: Grading Period: Graded Recitation:

Class Standing:---------------------------------60% Midterm------------50% Ability to Express Ideas-------------------50%

Final Term---------50% Content/Substance------------------------25%
Assignment/ Total---------------100% Organization of Ideas--------------------- 25%
Reporting----------20% Total------------------------------------------100%
Recitation/
Class
Participation/
Seatwork/ Output:
Quizzes--------------20%
Output---------------20% Content/Substance-------------------------40%
Periodic Exam-------------------------40% Ability to Express Ideas--------------------20%
Total------------------------------------100% On time Submission-------------------------20%
Presentation----------------------------------20%
Total-------------------------------------------100%

Prepared by: Noted: Recommending Approval: Approved by:

REYAN B. BALLASO, MAEd MARIO PAO, MBA ELIAS T. ALIAS, Ph.D. MA. JOHANNA ANN R. BAYONETA, PH.D.
Instructor Program Coordinator Dean of Instruction College Administrator