UHEK_BHEA_2013

UNIVERSITI TEKNOLOGI MARA

COURSE INFORMATION

Course Code : INC532

Course Name : Health Communication

Level : Bachelor of Communication (Hons)

Interpersonal Communication

Total SLT : 120

Equivalent to 3 credits
Face-to-Face (F2F): 28
Non Face-to-Face: 92

Part : 2

Course Status : Core

(Core/Non Core)

Prerequisite : NIL

Nama Fakulti: Fakulti Komunikasi dan Pengajian Media Tahun Mula: 2007
Nama Program: Komunikasi Antarapersonal Tahun Semakan: 2017
© Hak Cipta Universiti Teknologi MARA
 UHEK_BHEA_2013

Course Learning Outcomes

By the end of this course, students should be able to:

1. Explain theories of health communication and components of an effective public

health communication campaigns (C2) (PLO1)

2. Integrates social skills and responsibility among various group and the society
through public health campaign (A4) (PLO3)

3. Demonstrate good ethic and professionalism related to public health communication

(A3) (PLO4)

Course Description

This course explores the study on health communication in various meanings surrounding
catastrophic conditions. This course examines of the role of communication in health
awareness campaign, health care delivery, disease prevention, and risk communication,
solutions in environmental health hazards as well as in promoting awareness on personal
and psychosocial well-being in the society. The course focuses on the role of communicators
in promoting the public agenda in advocating policies and health programs, cutting across
multiple levels of communication, medium of communication, and the use of various
communication media and technologies in designing campaigns to educate and promoting
positive changes in the delivery messages on issues pertaining to public health and health
care services.

Syllabus Content

1. Introduction to Health Communication

1.1 What is Health Communication
1.2 Health Communication as a merging specialty in communication
1.3 Current Health Communication Issues
1.4 The development of health communication

2. Health Communication and the society

2.1 Understanding the environment and health in Society
2.2 Nature of Health Communication Inquiry
2.3 Complexity of Health Communication Inquiry

3. Theoretical Constructs and Frameworks

3.1 Competing Perspectives in Health Communication Inquiry
3.2 Identifying health communication frameworks
3.3 Health Communication research

4 Models and standards of practice in health communication

4.1 Interpersonal Communication and health
4.2 Family Communication and health
4.3 Community Mobilization
4.4 Professional Medical Communication
4.5 Constituency Relations in Health Communication

Nama Fakulti: Fakulti Komunikasi dan Pengajian Media Tahun Mula: 2007
Nama Program: Komunikasi Antarapersonal Tahun Semakan: 2017
© Hak Cipta Universiti Teknologi MARA
 UHEK_BHEA_2013

5. Gendered and cultural dimensions of health communication

5.1 Culture and Health Communication
5.2 Cultural, Gender, Ethnics, Religious & Geographical Influences
5.3 Conception of Health & Illness

6. Public Health Communication Programs

6.1 Introduction to Health Communication Campaigns
6.2 Planning health campaigns – formative research /
and topic, audience, channel
6.3 Characteristics of Effective Public Health Communication Programs

7. Mass media versus social marketing

7.1 Two Approaches toward a Common Public Health Goal
7.2 Defining mass media advocacy on health
7.3 Understanding social marketing in health programs

8. Communicating Risk
8.1 Overview of Risk communication about health
8.2 New Approaches and Future Directions for Health Campaigns

9. Health Literacy
9.1 Defining health literacy
9.2 The importance of health literacy
9.3 Case studies in health literacy

10. Media Technology and Health Information

10.1 The Role of the Media in Healthcare
10.2 Health images in the media

11. Audience analysis methods

11.1 Situation Analysis and Audience Profile
11.2 Needs assessment

12. Message Design and Intervention Selection

12.1 Message characteristics and types of appeals
12.2 Designing messages in health communication
12.3 Visuals and health messages

13. Research and Evaluation of communication programs

13.1 Implementing campaigns and Introduction to Process Evaluation
13.2 Identifying Program Objectives and Strategies
13.3 Developing Tactical and Evaluations Plans
13.4 Implementing, Monitoring and Evaluating a Health Communication
Program

14. Ethical Issues in communicating health information

14.1 General ethical considerations
14.2 The role and obligations of health-care workers during an outbreak of
pandemic influenza
14.3 Developing a multilateral response to an outbreak of pandemic

Nama Fakulti: Fakulti Komunikasi dan Pengajian Media Tahun Mula: 2007
Nama Program: Komunikasi Antarapersonal Tahun Semakan: 2017
© Hak Cipta Universiti Teknologi MARA
 UHEK_BHEA_2013

Teaching Methodology

A combination of the following methods:

 Lectures
 Group discussions
 Presentations

Assessment

1. Midterm Test 30%

2. Individual Assignment 30%
3. Group Project 40%

Total 100%

Recommended Text

Wright, Sparks & O'Hair. (2013). Health Communication in the 21st Century (2nd ed.). MA,
Oxford: Wiley-Blackwell.

References

Cross, Ruth. Davis, Sam. O’Neil, Ivy. (2017). Health Communication: Theoretical and Critical
Persperctives. MA: Polity Press.

Harrington, Nancy Grant. (2015). Health Communication: Theory, Method, and Application.
New York: Routledge.

Marinescu, Valentina & Mitu, Bianca. (2016). The Power of the Media in Health
Communication. New York: Routledge.

Parvanta, Claudia F., Nelson, David E., Harner, Richard N. (2017). Public Health
Communication: Critical Tools and Strategies. MA: Jones & Bartlett Learning.

Schiavo, Renata. (2014). Health communication: From theory to practice (2nd ed.). San
Francisco: Jossey-Bass.

Nama Fakulti: Fakulti Komunikasi dan Pengajian Media Tahun Mula: 2007
Nama Program: Komunikasi Antarapersonal Tahun Semakan: 2017
© Hak Cipta Universiti Teknologi MARA
 UHEK_BHEA_2013

COURSE OUTCOMES – PROGRAM OUTCOMES MATRIX

CENTRE OF
COURSE CODE INC532 CENTRE OF COMMUNICATION STUDIES
STUDY

COURSE NAME HEALTH COMMUNICATION UPDATED BY DZULKARNAIN MAZLAN

CREDIT UNIT 3 DATE 2017

PROGRAM LEARNING OUTCOMES

TEACHING
COURSE LEARNING OUTCOMES PLO PLO PLO PLO PLO PLO PLO PLO ASSESSMENT
METHODOLOGY
1 2 3 4 5 6 7 8

a. Explain theories of health 

communication and components of an Lectures, Midterm Test
effective public health communication Tutorial,
campaigns
(C2) (PLO1)

b. Integrates social skills and 

responsibility among various group and Group Work & Group Project
the society through public health Project Tutorial
campaign (A4) (PLO3)

c. Demonstrate good ethic and  Case study / Individual

professionalism related to public health Presentation Assignment /
communication Presentation
(A3) (PLO4)

Nama Fakulti: Fakulti Komunikasi dan Pengajian Media Tahun Mula: 2007
Nama Program: Komunikasi Antarapersonal Tahun Semakan: 2017
© Hak Cipta Universiti Teknologi MARA
 UHEK_BHEA_2013

COURSE ASSESSMENT PLAN

FACULTY /
COURSE CODE INC532 FACULTY of COMMUNICATION and MEDIA STUDIES
ACADEMY

COURSE NAME
HEALTH COMMUNICATION CREDIT UNIT 3
( IN ENGLISH)

COURSE NAME RESOURCE

KOMUNIKASI KESIHATAN DZULKARNAIN MAZLAN
( IN MALAY) PERSON

ASSESSMENT TASK
TEACHING & (%)
COURSE LEARNING TAXONOMY Indivi Group SPECIFIC TAKS RELATED TO
No PLO MOHE MQF DOMAIN
LEARNING Mid-
OUTCOMES (CLO) dual project MOHE/MQF LOD ATTRIBUTE
ACTIVITY term SLT
assig
test
nment
Explain theories of health
Test related to the health communication
communication and
concepts, theories and components of an
components of an effective Lectures,
1 1 1 1 C2 30% effective public health communication
public health Tutorial 33
campaigns. Emphasize the attribute of
communication campaigns hrs
‘knowledge’ in MQF 1 LOD.
(C2) (PLO1)
Integrates social skills and
Group project related to the issues in
responsibility among
Public Health Campaign that require
various group and the Group Work & 40% 45
2 3 5 3 A4 student to emphasize the attribute of
society through public Project Tutorial hrs
‘social skills and responsibilities’ in MQF 3
health campaign
LOD.
(A4) (PLO3)

Nama Fakulti: Fakulti Komunikasi dan Pengajian Media Tahun Mula: 2007
Nama Program: Komunikasi Antarapersonal Tahun Semakan: 2017
© Hak Cipta Universiti Teknologi MARA
 UHEK_BHEA_2013

Individual assignment based on case study

Demonstrate good ethic
related to the health communication that
and professionalism related Case study /
3 4 6 4 A3 30% require student to emphasize the attribute 42
to public health Presentation
of ethics and professionalism in MQF 4 hrs
communication (A3) (PLO4)
LOD.

List of PLO/MQF:
PROGRAM OUTCOMES FOR INTERPERSONAL COMMUNICATION

PLO1. Apply fundamental knowledge and understanding of communication and media in the area of interpersonal communication.
PLO2. Display interpersonal communication skills to mediate, advocate and negotiate issues and challenges.
PLO3. Demonstrate social skills and responsibilities for the well-being of the society
PLO4. Balance positive values, ethics, accountability and professionalism in engaging with society
PLO5. Demonstrate effective communication and taking alternate role as a leader and a member of a diverse team.
PLO6. Provide practical solutions to interpersonal communication issues and challenges through scientific approach.
PLO7. Demonstrate information management and life-long learning skills.
PLO8. Demonstrate entrepreneurial and good managerial skills.

Nama Fakulti: Fakulti Komunikasi dan Pengajian Media Tahun Mula: 2007
Nama Program: Komunikasi Antarapersonal Tahun Semakan: 2017
© Hak Cipta Universiti Teknologi MARA
 UHEK_BHEA_2013

Learning outcomes, learning activities, learning time (in hours) and estimating MQF credit for a course: INC532 Health Communication
CLO 1: Explain theories of health communication and components of an effective public health communication campaigns (C2) (PLO1)
CLO 2: Integrates social skills and responsibility among various group and the society through public health campaign (A4) (PLO3)
CLO 3: Demonstrate good ethic and professionalism related to public health communication (A3) (PLO4)

Traditional (Guided) in
class (Guided / supervised) Teaching & Learning in
learning activities and off class Activities (ATLA) (Managed) Independent Learning Activities
online **Self- Total
**Self- **Self-
ATLA 1 ATLA 2 ATLA 3 (guided Assign- **Self- **Self- learning- Quiz MQF
preparati learning-
No Modules / Topics / Lecture tutorial Indivdual group w riting test ) m ents/Ter learning- learning Other tests Credit
o w riting
units of study m paper Lec tutorial Non F2F exam .
Non F2F tests
Non Non Non Non F2F Non F2F Non F2F nonF2F present Non
indv Non F2F
*F2F F2F F2F F2F F2F F2F F2F F2F F2F group F2F SLT F2F F2F
2
1 Introduction to Health Communication (CLO1) 2 1 3 0.00 6.0 2.0 4.0 0.2
2 Health Communication and the society (CLO1) 2 1 4 0.00 7.0 2.0 5.0 0.2
3 Theoretical Constructs and Framew orks (CLO1) 2 1 4 0.00 7.0 2.0 5.0 0.2
4 Models and standards of practice in health communication (CLO1) 1 4 6 2.00 13.0 2.0 11.0 0.3
5 Gendered and cultural dimensions of health communication (CLO2) 2 1 4 0.00 7.0 2.0 5.0 0.2
6 Public Health Communication Programs (CLO2) 2 1 4 0.00 7.0 2.0 5.0 0.2
7 Mass media versus social marketing (CLO2) 2 1 4 0.00 7.0 2.0 5.0 0.2
8 Communicating Risk (CLO2) 2 1 4 0.00 7.0 2.0 5.0 0.2
9 Health Literacy (CLO2) 1 1 2 1 6 4 2 0.00 17.0 2.0 15.0 0.4
10 Media Technology and Health Information (CLO3) 2 1 3 0.00 6.0 2.0 4.0 0.2
11 Audience analysis methods (CLO3) 2 1 3 0.00 6.0 2.0 4.0 0.2
12 Message Design and Intervention Selection (CLO3) 2 1 4 0.00 7.0 2.0 5.0 0.2
13 Research and Evaluation of communication programs CLO3) 2 1 4 0.00 7.0 2.0 5.0 0.2
Ethical Issues in communicating health information (CLO3)
14 2 1 1 2 6 4 0.00 16.0 2.0 14.0 0.4
Total 25.0 0.0 0.0 0.0 1.0 1.0 2.0 0.0 0.0 14.0 8.0 6.0 53.0 0.0 6.0 2.0 2.0 120.0 28.0 92.0 3.0
Student learning time (SLT) per wk 1.8 0.0 0.0 0.0 0.1 0.1 0.1 0.0 0.0 1.0 0.6 0.4 3.8 0.0 0.4 0.1 0.1 8.6 2.0 6.6

Notes: 1. * F2F = Face-to-Face 2. ** self- learning w ill include learning from self-learning m odules and any additional non F2F hours self-learning and preparation for lecture/ lab, / tutorial and test and evaluation
Source: Ithnin LAN 25 Jun 2007
marks hrs %
2013 THIS TEMPLATE HAS BEEN UPDATED TO TAKE CARE OF THE REQUIRMENT FOR DOCUMENTING BLENDED LEARNING test 30 33.0 27.5
LCT: FROM F2F LECTURER PORTION project 40 45.0 37.5
STUDENT FROM NF2F STUDENT PORTION individual 30 42.0 35
TOTAL NF2F=GUIDEDNF2F+NGNF2F= 92.0
TOTAL F2F= 28.0
TOTAL SLT= 120.0
CREDIT UNIT= 3

Nama Fakulti: Fakulti Komunikasi dan Pengajian Media Tahun Mula: 2007
Nama Program: Komunikasi Antarapersonal Tahun Semakan: 2017
© Hak Cipta Universiti Teknologi MARA