GENERAL EDUCATION 1

Intellectual Competencies: Purposive Communication in English

Purposive Communication in English is about writing, speaking, and presenting to different audiences and for
various purposes (CMO 20, series of 2013).

Differences between written and spoken language:

Written English Spoken English

Flow of language steady Pauses - utterances

Organization structured Less particular with structure

Register Both formal and informal Mostly informal

CHAPTER 1. UNDERSTANDING 21ST CENTURY COMMUNICATION

Lesson 1: Communication Processes, Principles and Ethics

Language is method of human communication, either spoken or written, consisting of the use of words in a
structured and conventional way

Views of language:

1. Language is a system of systems.

2. Language is arbitrary.
3. Language is primarily vocal.

Language Acquisition
- the process whereby children learn their native language subconsciously

Language Learning
- Learning a new language involves listening, speaking, reading, writing, sometimes even a new alphabet
and writing format

Language Contact
- occurs when speakers of two or more languages or varieties interact and influence each other

Grammar

Phonology
Vocabulary

STRATEGIES FOR UNLCOKING VOCABULARY:

1. Do the structural analysis.
2. Find clue that makes the vocabulary word positive or negative. Then, rule out all the positive or negative
choices.
3. Find clues in the sentence that can be associated with the vocabulary word. Then, rule out all the unrelated
choices.
4. Rule out the answer choices that do NOT have the word classification or category of the given vocabulary
word.
5. Rule out the answer choices that are unfamiliar. Pick the answer from any of those unfamiliar words once
nothing
from the remaining familiar answer choices will be synonymous to the given vocabulary word.
6. Test your definition in place of the unfamiliar word (substitution).

Communication
- comes from the Latin word “communicare” “to share” or “to make common”
- the process of understanding and sharing meaning

Communication is the exchange of information, ideas, thoughts, and feelings by one individual to another

Nature of Communication
- It is much more than words.
- It is a process.
- It is between two or more people.

Models of Communication

A.

1. Linear Model – one way process with no external feedback

 A. Aristotle’s Model (300 B.C.) – It is a communication model which can be used to develop
public speaking skills or to create propaganda.
B. Lasswell’s Model (1948) – It is the “In which channel” as It describes an act of communication
by defining who said it, what was said, in what in what channel it was said, to whom, it was
said, and with what effect it was said.
C. Shannon and Weaver’s Model (1949) – It is also known as the “Mathematical Theory of
Communication” that argues that human communication can be broken down into 6 key
concepts.
D. Berlo’s SMCR Model (1960) – It represents the process of communication according to
Sender, Message, Channel, and Receiver.

B.

2. Interactional Model – two-way process but more mechanical and has more delayed feedback. It also
deals with exchange of ideas and messages taking place both ways from sender to receiver and vice
versa.
A. Schramm’s Model (1949) – It views communication as a process wherein the message is
transmitted using a medium by a sender to a receiver. He added the notion of field of
experience in his theory. Field of experience assimilates a mutual understanding of both the
parties.
B. Osgood-Schramm’s Model (1954) – It is known as a circular model because it indicates that
messages can go in two directions. Also, the two parties decodes, interprets, and encodes the
message of each other.

C.

3. Transactional Model – two-way process and more simultaneous as it has direct and immediate
feedback

A. White’s Model (1960) - There are eight stages of the oral communication process: thinking,
symbolizing, expressing, transmitting, receiving, decoding, feedbacking, also monitoring. So,
communication is a sequential interaction process
B. Dance’s Helical Model (1967) – It disagrees with the concept of linearity and circularity
individually, and introduces the concept of time and continuous communication process.
C. Barnlund’s Transactional Model (1970) – It emphasizes a multi-layered feedback system for
all parties involved and recognizes that anyone can be a sender and receiver anytime. Shared
field of experience is also its strength.

Types of Contexts

1. Physical context
The physical context is the environment where the communication takes place.

2. Psychological context
Psychological context includes the mental and emotional factors in a communication encounter.

3. Relational context
The relational context is the relationship between the communicators that influences the other
aspects of communication.
 4. Situational context
The situational context implies that a speaker and a listener share physically some common
knowledge in their present communication.

5. Cultural context
Cultural context is related to the society where individuals are raised in and at how the culture
affects behavior.

6. Social context
Social context is the sociocultural forces that shape people's day-to-day experiences and that
directly and indirectly affect health and behavior (Pasick & Burke, 2008).

Elements of Communication
- Sender one who crafts a message, idea, or information
- Encoding process of converting idea or thoughts of the information into symbols
- Message the information, idea, thought, etc. that the speaker wants to convey
- Channel means of transmission or distribution of the message
- Interference a hindrance that prevents effective communication
- Decoding receiver’s mental processing of interpreting message into meaning
- Receiver for whom the message was created and one who receives it
- Feedback the receiver’s response or reaction to the sender’s message
- Environment physical and psychological space where the communication happens
- Context common and shared understanding of the situation, social norms, etc.

Types of Noise/Barrier/Interference

1. Psychological refers to thoughts that hamper the message to be interpreted correctly by the receiver.
2. Physiological relates to person’s health and fitness.
3. Linguistic/Semantic refers to differences in word usage and meaning of words cause confusion.
4. Cultural refers to misunderstanding of meaning, caused by cultural differences between sender and receiver.
5. Physical refers to environmental factors that limit the sending and receiving of messages.
6. Mechanical flaw in the machinery, instruments, or channel used to convey the message.
7. Organizational occurs when you are unaware of, or you ignore expected communication channels in your
organization.

Classification of Communication

1. According to Mode
- Verbal (Oral and Written)
- Non-Verbal (Body Language, Hand Gestures, Facial Expressions)
- Visual (Illustrations, Charts, Photo, Drawings, Maps)

2. According to Context
- Intrapersonal – within an individual
- Interpersonal (Dyadic and Small Group)
- Extended Communication – with the use of technological tools
- Organizational Communication – business environments
- Intercultural Communication – among people of diverse cultures
- Mass Communication – to large audience through different modes

3. According to Purpose and Style

- Formal – it is carefully thought to selected audience to inform, persuade, and entertain
- Informal – casual and takes place in ordinary conversation to socialize

Forms of Nonverbal Communication

1. Kinesics – body movement
2. Oculesics – eye movement
3. Haptics - touch
4. Proxemics - distance
5. Chronemics – time
6. Vocalics (Paralanguage)
7. Olfactic (Olfactory) smell/odor

KINESICS
Types of Gestures

1. Illustrators
Gestures which accompany words to illustrate a verbal message are known as illustrators.
e.g., To say no, take your first two fingers and tap them with your thumb, resembling a mouth saying no.

2. Emblems
Gestures that serve the same function as a word
 e.g., the hand movement used when hitch-hiking.

3. Regulators
Gestures used to give feedback when conversing
e.g., head nods, short sounds such as 'uh-huh', 'mm-mm’

4. Adaptors
Gestures which satisfy some physical need.
e.g., scratching head, adjusting uncomfortable glasses, or biting fingernails (when nervous)

PROXEMICS
Four kinds of distance
1. public distance 12 ft. – 25. Ft
2. social space 4 ft. – 12 ft.
3. personal space 1 ft. – 4 ft,
4. intimate space – less than 1 foot

HAPTICS
Dimensions of Touch
1. Intensity - how delicate or how strong the touch is
2. Duration- how short or prolonged the touch is
3. Location - the area where the person was touched
4. Frequency - the number of touches that happen
5. Instrument of Touch – the touch with other body parts like feet, lips, and other objects

Grapevine Communication (Organizational)

1. Single Strand Chain - passing information through a line of persons to the ultimate recipient
2. Gossip Chain – only one person seeks and tells the information to everyone
3. Probability Chain - random process in which someone transmits the information from person to
person
4. Cluster Chain - a person tells the information to the selected people who will pass the information to
other selected people

Principles of Effective Communication, Kapur (2020):

1. Trustworthiness
2. Effective Speaking Skills
3. Active Listening
4. Good Writing Skills
5. Good Reading Skills
6. Objective Judgement
7. Value Difference
8. No Assumptions
9. Authenticity

Ethical Considerations in Communication

1. Respectful of their audiences.
2. Considerate of the consequences of their communication.
3. Truthful
4. Efficient in using information
5. Watchful on falsified information.
6. Respectful of the rights of others to information.

Communication Principles
1. Communication is integrated into all parts of our lives.
2. Communication meets our needs.
3. Communication is a process.
4. Communication is guided by culture and context.
5. Communication is learned.
6. Communication has ethical considerations.

Functions of Communication
1. Socio-Psychological Tradition
Communication as interpersonal interaction and influence
2. Cybernetic Tradition
Communication as a system of information processing
3. Rhetorical Tradition
Communication as artful address
4. Semiotic Tradition
Communication as the Process of Sharing Meaning Through Signs
5. Socio-Cultural Tradition
Communication as the Creation and Enactment of Social Reality
6. Critical Tradition
Communication as a reflective challenge of unjust discourse
7 C’s of Communication

Aristotle’s Rhetorical triangle

Communication Ethics

1. Responsible Thinking
2. Decision Making
3. Development of Relationship

Lesson 2: Communication and Globalization

Globalization is …
1. interconnectedness
2. interdependency

Global village means the entire world becomes more interconnected as the result of the propagation of
media technologies throughout the world.

Global/World Citizen is a person whose identity transcends geography or political borders and that
responsibilities or rights are derived from membership in a broader class: "humanity".

Dimensions of Globalization
1. Social
2. Economic
3. Political
4. Cultural

Effects of Globalization in Communication

1. Virtual
2. Time differences
3. Cultural Awareness

Uses of Social Media

1. Communication
2. Cause Support
3. Competition
4. Communication Research
5. Connection
6. Client Service
7. Community Service

Cultural Barriers to Effective Communication

1. Language
2. Stereotypes and prejudices
3. Behaviors and beliefs
4. Norms and values
5. Ethnocentrism
6. Body language and gestures
Strategies to become an effective global communicator. (www.books forbetterliving.com):

1. Mindful Presence
2. Mindful Listening
3. Mindful Speech
4. Unconditional Friendliness
5. Mindful Responsiveness

Lesson 3: Local and Global Communication

Communication in Multicultural Settings

Multicultural refers to a society that contains several cultural or ethnic groups. People live alongside one
another, but each cultural group does not necessarily have engaging interactions with each other.

Socio-Cultural Aspects of Communication (Dapat, et al, 2016)

1. Cultural identity
2. Gender role
3. Age identity
4. Social class
5. Religious identity

Cultural Factors in Multicultural Settings (Cotton, 2013)

1. Mother tongue and secondary languages

2. Race
3. Ethnicity
4. Gender
5. Local culture
6. Religion
7. Regional attire
8. Ancestry, Parents and Families
9. Teachers
10. Friends
11. Neighborhood
12. Education
13. Profession
14. Experience
15. Politics
16. Physical features
17. Media

Intercultural/Cross-Cultural Communication
Cross-cultural communication is a field of study investigating how people from differing cultural
backgrounds communicate, in similar and different ways among themselves, and how they endeavor to
communicate across cultures. Intercultural communication is a related field of study

Forms of Intercultural Communication

a. Interracial communication – communicating with people from different races

b. Interethnic communication – interacting with people of different ethnic origin
c. International communication – communicating between representatives from different nations.
d. Intracultural communication – interacting with members of the same racial or ethnic group or co-culture

Improving Intercultural Communication Competence (Dapat, et al, 2016)

1. People should be mindful of the other communicators who have different culture.
2. People should mindfully choose the suitable words and actions that are culturally acceptable to
others.
3. People should be skillful and tactful in communicating in multicultural settings.
4. People should be observant on the connection among communication patterns.
5. People should open their minds to dissimilar culture because it can give them fresh options to try a
new approach in life.

Lesson 4: Varieties and Registers of Spoken and Written Language

Varieties of Spoken and Written Language

Written language is carefully organized and explanatory. Word of choice is deliberate and follow a
particular structure. Spoken language is spontaneous and momentary; it is mostly maintained in the form of a
dialogue.
Different Registers in different Forms and Functions

1. Frozen or “static” register

2. Formal register
3. Consultative register
4. Casual register
5. Intimate register

Concentric Circles of English

A. Inner Circle English as a NATIVE LANGUAGE

USA, UK, Canada, Australia, New Zealand

B. Outer Circle English as a SECOND LANGUAGE

Bangladesh, Ghana, India, Kenya, Malaysia, Nigeria, Pakistan,
Philippines, Singapore, Sri Lanka, Tanzania, Zambia

C. Expanding Circle English as a FOREIGN LANGAUGE

China, Caribbean Countries, Egypt, Indonesia, Israel, Japan, Korea, Nepal, Saudi
Arabia, South Africa, South America, Taiwan, Zimbabwe

Lesson 5: Evaluating Messages and/or images of different types of texts reflecting different cultures

Text Types

A. Linguistic Landscape
This is the language in the environment, words and images displayed and exposed in public spaces, that
is the center of attention.

Features of Linguistic Landscape

- top-down (public signs, created by the state and local government bodies)
- bottom-up (created by shop owners, private businesses, etc.)

B. Geosemiotics
It is the study of social meaning of the material placements of signs and discourses and of our actions in
the material world

Principles of Geosemiotics

Indexicality - The meaning was given to a sign by a place the sign was put in
Dialogicality - Signs have double meaning and they correspond to each other
Selection - One does not see all signs

Kinds of Signs
Regulatory Signs - These are used to indicate or reinforce traffic laws,
regulations or requirements which apply either at all times
or at specified times or places
Infrastructural Signs - It is defined as the basic physical systems of a business,
region, or nation and often involves the production of
public goods or production processes.
Commercial Signs- These are signs, displays, or devices designed,
intended or used to encourage or promote purchase or
use of goods or services.
Transgressive Signs- These are signs which violate (intentionally or
accidentally) the conventional semiotics at that place
C. Online Landscape
mode used to display wide-screen content, such as a Web page, image, document or text

Key Concepts of Media Literacy

Media refers to all electronic or digital means and print or artistic visuals used to transmit messages.
Literacy is the ability to encode and decode symbols and synthesize and analyze messages.
Media literacy is the ability to encode and decode the symbols transmitted via media and the ability to
synthesize, analyze and produce mediated messages.
Media education is the study of media, including ‘hands-on’ experiences and media production.
Media literacy education is the educational field dedicated to teaching the skills associated with media
literacy.

Skills as Media Literate Communicator

1. Understand and respect the power of mass communication messages.

2. Understand content by paying attention and filtering out noise.
 3. Understand emotional versus reasoned reactions to mass communication content in order to act
accordingly.
4. Develop heightened expectations of mass communication content.
5. Understand genre conventions and recognize when they are being mixed.
6. Think critically about mass communication messages, no matter how credible their source.
7. Understand the internal language of mass communication to understand its effects, no matter how
complex.

CHAPTER 2 COMMUNICATION AIDS AND STRATEGIES USING TOOLS OF TECHNOLOGY

Lesson 1: Preparing Multimedia Presentation

Characteristics of Multimedia Presentations (brainly.ph)

Multimedia systems must be computer controlled.
Multimedia systems are integrated.
The information they handle must be represented digitally.
The interface to the final presentation of media is usually interactive

Steps in Making Effective Communication Presentations

Elements to consider:
Create visual aids with purpose.
Strive for quality.

Developing Effective Visuals

Visual aids are clearly integrated with the content of the presentation
Photographs and illustrations suit the overall tone of the presentation
Images and text are large and clear enough for the viewer to see or read
Images are shown with explanatory text or a caption
Informational graphics include clear, easy-to-read labels and headings
Text within informational graphics is easy to read (Watch out for wordiness and crowded text or a font that
is too small and hard to read.)
Formatting choices (color, different fonts, etc.) organize information effectively
Any text within graphics is free of errors
Hyperlinks within slides function properly
Display text for hyperlinks is concise and informative (Never paste a link into a slide without modifying the
display text.)

Lesson 2: Preparing Pecha Kucha Presentation

Topics:
Pecha Kucha definition
Pecha Kucha is a presentation method that calls for telling a story using images rather than reading text
from slides during a PowerPoint presentation. Pecha Kucha presentations use 20 slides and allow only 20
seconds of commentary per slide. That keeps a total presentation to just 6 minutes and 40 seconds.

Steps on how to make a Pecha Kucha Presentation

1. Topic in a Sentence
2. Keep Slide text to a Minimum
3. Find the story in your topic
4. Tell story with images
5. Use just few points
6. Timing
7. Visual Cues

Lesson 3: Blogging

What is Blog
A blog (a shortened version of “weblog”) is an online journal or informational website displaying
information in reverse chronological order, with the latest posts appearing first, at the top. It is a platform where a
writer or a group of writers share their views on an individual subject.

Effective ways of introducing a Blog

1. Be Short and Direct
2. Quirky/Funny Opening Sentence or Paragraph
3. Ask a Thought-Provoking Question
4. Ask a Multiple Choice Question
5. Share a Shocking Fact or Statistic
6. Share Something Personal
7. Withhold a Compelling Piece of Information
8. Debunk Conventional Wisdom
9. Lead With a Success Story
10. Start With a Reader’s Question
 CHAPTER 3 COMMUNICATION FOR VARIOUS PURPOSES

Lesson 1: Informative, Persuasive, and Argumentative Communication

Informative Communication Persuasive Communication Argumentative

Communication

focuses on talking about act of presenting arguments used to settle disputes and
people, events, processes, to move, motivate, or change discover truth
places, or things; however, your audience
informing an audience about
one of these subjects without
being persuasive is often a
difficult task to complete.

Lesson 2: Public Speaking

1. Reading from a Manuscript - word-for-word iteration of a written message

2. Memorized - rote recitation of a written message that the speaker has committed to memory.
3. Extemporaneous Speaking - carefully planned and rehearsed speech, spoken in a conversational manner
using brief notes
4. Impromptu - presentation of a short message without advance preparation.

Making Inquiries

Inquiry Letter
A letter of inquiry is mainly about requesting, asking, or obtaining a specific information to another party
whom it addresses. This letter intended to pose a request or question to the reader and persuading it to respond.
There are three types of inquiry letter, the solicited, unsolicited and inquiries asking for a favor. Solicited letter of
inquiry is a letter used when a business is advertising its product or services, unsolicited letter of inquiry is a letter
that inquiring regarding something thus it is a formal letter if the sender doesn’t know the receiver, and the latter is
seeking information with or without commercial proposition and must be clear with their objectives. It is very useful
when seeking information but be mindful of asking too much information especially if that information you can
obtain easily.

Context and Organization of Letter of Inquiry

1. Write the sender’s name and address, you may also include phone number and email if it is required.
2. Leave one space below the address then write the date.
3. Include the receiver’s address.
4. Subject of the letter; state what is your main reason in writing this letter.
5. Below the subject, write a salutation to address the person being written to. If not sure on the gender of
the recipient, you may write Sir/Madam.
6. The body of the letter, it is divided into three paragraphs; First Paragraph - Introduce yourself and include
the purpose of the letter; Second Paragraph - Inform the recipient about the details of your inquiry and the
other information you wanted to know; Third Paragraph - Conclusion and end of the paragraph, you may
include here that you are expecting or waiting to have their response. And don’t forget to include gratitude
in the letter.
7. Below the body of the letter, write the sender’s name and signature, include also the designation of the
sender.

Emails
Communication Internal operational communication is a system where members of an organization
communicate with one another to implement the business goals which has become increasingly important.
Parts of a Business Letter

Business Letter Format

1. Full Block

2. Modified Block Form

3. Semi-Block Form
Interview
A job interview is a conversation which occurs between a potential employer and a job applicant. During
the job interview, the employer has the opportunity to appraise applicant’s qualifications, appearance and general
fitness for the job opening.

Tips in Conducting an Interview

1. Display sense of responsibility by coming to the scheduled interview on time and prepared.
2. Exhibit research skills by conducting a study about the employer, hiring manager and job opportunities.
3. Suggest sense of loyalty by verbalizing intention to stay longer with the company.
4. Insinuate leadership skills by articulating that you can work with less supervision.
5. Show creativity by answering difficult questions with style and ease,
6. Demonstrate professionalism and proper work ethic by dressing up corporately during the interview.
7. Be natural, optimistic, focused, confident, candid, and precise.
8. Flaunt your sensibility by asking insightful questions.
9. Illustrate confidence by positively selling yourself.
10. Exemplify social graces by thanking the interviewer for his or her time.

CHAPTER 4 COMMUNICATION FOR WORK PURPOSES

Lesson 1: Communication for

Nurses: Writing Basic Patient Notes

A patient note is the primary communication tool to other clinicians treating the patient, and a statement of
the quality of care.

Topics:

Patient Notes

Initial notes: refer to the first or earliest assessment

Interim or progress note: refer to the assessment reports done in order to monitor the condition of the patient
Discharge notes: are the reports given once medication is discontinued or the patient is release from the hospital

Way of Organizing Patient Notes

Subjective (assessment given by the family member or patient himself)

Objective (assessment seen by you or reflected in laboratory or other medical reports)
Assessment (diagnosis)
Plan (procedures to be done to address the diagnosis)

Firming up: it becomes clearer, stronger, or more definite.

Concretizing: make something concrete; become specific; "the idea concretized in her mind"
Introspecting: Consider one's own internal state or feelings. To look into or examine (one's own mind, feelings,
etc.).

Lesson 2: Communication for

Journalists: Writing a Lead

Writing opening paragraph of a News Article or Lead

The Five W’s and H: News writing strives to answer “The Five W’s and H:” that is, Who, What, When,
Where, Why and How. Good leads answer as many of these questions as possible in a single sentence. When
writing a lead, it helps to think about which of these facts is the most vital for readers to know.

Keep It Short: A good lead provides all the information the reader requires in just a few words. Ideally, a lead
should be between 25 and 40 words.
Keep It Simple: Don’t clutter up the lead with unnecessary adjectives or adverbs. Also make sure that your lead
only discusses one idea to avoid confusion.

Write in Active Voice: Avoid all forms of the verb “to be.” Common exceptions including writing about fatalities
(“two people were killed Thursday”) and when discussing police activity (“two people were arrested”). Passive
voice is often the result of incomplete reporting.

Structure Your Lead Properly: Put your most crucial information at the very beginning of the sentence.
Important secondary information can go in subsequent sentences. Not following this practice is called “burying the
lead.” If you need attribution in your lead, make sure it goes toward the end of the sentence because it is less
important than the information itself.

Understand the Context: Keep in mind what your readers may already know about your story based on previous
media coverage. Write in a way that speaks to these realities and adds relevant, useful information.

Be Honest: Never mislead the reader. If you promise a certain type of information with your lead, you should be
ready to deliver.

Types of Lead

Summary Lead or Straight Lead - brief summary, containing most of the Five W’s and H in one sentence.
Question Lead - ask a question. Although they are effective in sparking interest, use them sparingly because
they
generally do not provide the main points of a story as concisely.
Quotation Lead - use direct quotation used in first paragraph
Funny Lead - lead written in a funny way
Anecdotal Lead - quick, relevant story to draw in the reader. The anecdote must help enhance the article’s
broader point, and you must explain the connection to that point in the first few sentences following the
lead.
Descriptive Lead - describe how an event happened rather than simply telling what the event is about

Lesson 3: Tour Guiding

- Tourism
To inform, remind and advise

- Communication Tasks for Tour Guides

giving directions and commentaries;
explaining procedures and itineraries;
providing advice on safety and security; and describing tourist attractions.

- Communication Techniques in Dealing with Complaints

1. Set a complaints handling policy
2. Respond quickly to complaints
3. Be patient, empathetic, and fair with customers
4. Research the customer’s situation
5. Involve customers in the solution
6. Keep customers updated
7. Touch base with the customer afterward

Lesson 4: Communication for Teachers: Storytelling

Storytelling - interactive art of using words and actions to reveal the elements and images of a story while
encouraging the listener’s imagination.

Image Description - a detailed explanation of an image that provides textual access to visual content; most often
used for digital graphics online and in digital files; can be used as alt text in coding to provide access to more
complete information.

Lesson 5: Communication for Business and Trade

A SWOT analysis is a compilation of your company’s strengths, weaknesses, opportunities and threats.
The primary objective of a SWOT analysis is to help organizations develop a full awareness of all the factors
involved in making a business decision.

Strengths (Internal)
Financial resources
Technical resources and capabilities
Human resources
Product lines

Threats (External)
Technology innovations and changes
 Competition
Economic trends
Government policies and legislation
Legal judgments
Social trends

A SWOT analysis pulls information internal sources (strengths of weaknesses of the specific company) as
well as external forces that may have uncontrollable impacts to decisions (opportunities and threats).

Benefits of SWOT Analysis (managementstudyguide.com)

1. It is a source of information for strategic planning.
2. Builds organization’s strengths.
3. Reverse its weaknesses.
4. Maximize its response to opportunities.
5. Overcome organization’s threats.
6. It helps in identifying core competencies of the firm.
7. It helps in setting of objectives for strategic planning.
8. It helps in knowing past, present and future so that by using past and current data, future plans can be chalked
out.

How to make SWOT Analysis (business.qld.gov.au/)

1. Decide on the objective of your SWOT analysis

2. Research your business, industry and market
3. List your business's strengths
4. List your business's weaknesses
5. List potential opportunities for your business
6. List potential threats to your business
7. Establish priorities from the SWOT
8. Develop a strategy to address issues in the SWOT

Lesson 6: Writing Business and Technical Reports

A report is a specific form of writing that is organized around concisely identifying and examining issues,
events, or findings that have happened in a physical sense, such as events that have occurred within an
organization, or findings from a research investigation. (owll.massey.ac.nz/)

Characteristics of a Report (University of Lucknow)

- An ideal report should be Clear, concise, accurate and well organized with clear section headings.
- Easy for the audience to understand.
- Presentation is a key element in successful report writing. Formatting, revising and proof reading are
important process for good report writing.
- All reports should have an executive summary that presents the essential elements of the report from the
introduction through to the recommendations and outcomes.
- Reports should be visually appealing and easy to read. Diagrams, figures, charts, tables and graphs can
all add interest to a report.

Report Categories (qsstudy.com)

Formal Report – is a report that is prepared in prescribed forms.

Informal report – is prepared not by following any prescribed rule or formality.

MEMO is a usually brief written message from one person or department in an organization, company, etc.

MEETING - is gathering of two or more people for the purpose of making decisions or discussing objectives and
operations.

Lesson 7: Communication for Employment: The Resume

Business Writing

Basic Parts of a Business Letter

- Letterhead
- Dateline
- Inside Address
- Salutation
- Body of the Letter
- Complimentary Close
- Signature

Format of a Business Letter

a. Full-block Style
All parts of the letter flushed on the left margin. This is considered the most popular, most formal,
and easiest of all the styles or formats of business letter.
b. Modified Block Style
In this type format of the business letter, the body of the letter is left justified. The Dateline and
Complimentary Close begin near the center going to the right margin
c. Semi-Block Style
It is much like the modified block style except that each paragraph is indented instead of left
justified. It is the most balanced of all formats of business letters.
Resume - where you can display your top skills and qualities it consists of one to two pages. it is the most
required tool to every company when looking for a job because it will be a way to help you get your interview and
it will be easy for the employer in hiring decisions.

Lesson 8: Communication for Employment: The Application Letter

The application letter is a clear link between the position the applicant is searching for and the
qualifications mentioned in the resume. To put it another way, the letter fits those credentials with the
specifications of the position, illustrating how correct an applicant is for that role. It addresses details in the
resume selectively, as needed.

Lesson 9: Communication within a Company: The Memorandum

A Memorandum, or commonly known as a memo, is a short concise message or record that is used for
internal communication in a business, administration, or an institution. A
- a note, document or a form of communication intended to issue a directive, execute a policy, present an
information report, provide convey information, rebuke errors, give warnings, solve problems or make
requests. This communication can be between or among administrators, and subordinates or may suffice
subordinates coordinating with co-employees to carry out a task or activity. This communication is an
interoffice tool.

Basic Principles and Characteristics of Memorandum according to Sharma, 2014:

Necessary and Sufficient Information
Do not Assume that Everyone knows Everything related to the issue discussed in the Memo
Be Clear, Concrete and Specific
Easy-to-Understand
Explain with Ease and Co-operation
NO Emotional Appeal

The following are the uses of Memorandum according to Sharma, 2014:

To Provide Information
To Issue Instruction
To Convey Policy Decision
To Offer/Invite Suggestion
To Record/Report an Agreement
To Establish Accountability
Helps you to avoid meeting personally, when necessary

These are the guidelines in making Memorandums:

Short as possible and concise.
Use simple English.
Avoid using jargons.
Use a captivating Heading by bolding or using different colors for the heading.
Be aware of the important information that needs to be included in the memorandum.
Be aware of the grammars and spelling.
Anticipate any questions your readers might have.

Lesson 10: Writing Minutes of Meeting

Meetings are set and conducted in different ways by different companies and organizations to discuss
different agendas and matters that affect the surrounding area and the people involved. Being in a meeting, one
must keep record of the meeting’s agendas, suggestions, and actions requested by the group; a list of what
happened during the meeting, the Minutes of the Meeting.

Before the meeting:

Choose your recording tool. One may choose to use it in recording the meeting, from a pen and paper to a
laptop or a recorder. Always check your tools as one will need it for future references. Reading the meeting’s
agenda may also help your outlining of the meeting where one can easily pinpoint what are the important points
within the meeting.

During the meeting:

Passing the attendance is a sign that the meeting is starting, know who is involved within the meeting to
know who they are and what their main point is. One may not include all comments instead the important notes
are enough. Write all motion and who made them, and its results. Always remember to keep your own biases.

After the meeting:

Encode the notes you have taken during the meeting. Include the participants and the different key points
they added. Add to your final record the organization, the title of the committee, the type of meeting, and the
purpose of it. Always proofread your record and avoid lapses of important discussion within the meeting, if
needed second opinion do not hesitate to ask to fully verify your work. Submit it to the person who ran the
meeting unless instructed to do another way or otherwise.
 CHAPTER 5 COMMUNICATION FOR ACADEMIC PURPOSES

Lesson 1: Avoiding Plagiarism

Topics:
- Quoting
- Plagiarism
- Paraphrasing
- Summarizing

Lesson 2: Writing a Research Proposal: The Topic Proposal

Research

Research involves a scientific method which uses logical and systematic procedure for the acquisition of
new knowledge or for the verification or confirmation of previews and existing knowledge to answer problems and
to apply in practical life.

Types of Research

Pure Research
● The researcher tries to find the truth
● The research meant to seek knowledge simply for knowledge’s sake
● Also termed as library or desk research

Applied Research
● Practical application of knowledge to everyday situations.
● Also termed as action research

Quantitative Research
● Associated with positivist tradition (there is reality out there that can be studied and known)
● Gathers numerical values as its data
● Investigates concepts, constructs, variables
● Use deductive reasoning
● Use control (imposing condition so that biases are minimized and validity and precision are maximized)
● Gather empirical evidence (from objective reality collected through senses)

Qualitative Research
● Associated with Naturalistic inquiry (reality is not a fixed entity but rather a construction of individual
participating in research.)
● Gathers narrative description as its data
● Investigates phenomena, and concepts
● Use inductive process
● Use subjectivity that enriches the analytical insights
● Gather information, insights that lead to search for further evidence (subjective) takes place in the field

Lesson 3: Writing a Research Proposal: The Method

The Questionnaire
● Is a form prepared and distributed to secure responses to questions that are intended to obtain
information about conditions or practices on which the respondent is presumed to have knowledge
● Questionnaire can be provided as paper-and-pencil device, a telephone survey, or a structured
document uploaded onto the internet

● The questionnaire format could be:

o Dichotomous (yes/no)
o Multiple choice
o Cafeteria
o Rank order
o Forced choice ratings
 o Checklists
o Calendar
o Visual analogue

● Two Types of Questionnaire Items

1. The free response questions or “open-ended” or unstructured Questionnaire
● The questions frequently asked are why, what and how
2. The “close-ended” or structured form of Questionnaire
● Has the response already prepared, the respondents merely checks, underlines or
ranks the responses as directed

The Interview
● Is the second most common method for data collection
● It is a purposeful face to face relationship between two persons, one of whom called the interviewer who asks
questions to gather information and the other called interviewee or respondent who supplies the information
asked for

Purposes and Uses of Interview

1. The researcher may interview knowledgeable people to enable to gain insight into his problem
2. The researcher may interview knowledgeable people about the proper construction and validation of
questionnaire
3. In case when the subject has some signs of abnormality, the interviewer may wish to gain physical and
emotional reactions of the subjects
4. Interview can be used as a principal tool in gathering data or just to supplement data collected by other
techniques

What to Avoid in Interviews

1. Avoid exerting undue pressure upon a respondent to make him participate in an interview
2. Avoid disagreeing or arguing with or contradicting the respondent
3. Avoid unduly pressing the respondent to make a reply
4. Avoid using a language well over and above the ability of the respondent to understand
5. Avoid talking about irrelevant matters
6. Avoid placing the interviewee in embarrassing situations
7. Avoid appearing too high above the respondent in education, knowledge and social status
8. Avoid interviewing the respondent in an unholy hour

Observation
● Is the most direct means of studying the subjects when the researcher is interested in their
behavior
● Perceiving the data through the senses

Recording the Results of Observation

● Checklist
● Is a device which contains the items to be observed and a space for number or checkmarks or short verbal
entries
● Rating scale
● Is a checklist with an evaluation standard
● Anecdotal forms
● Is a checklist that provides for less breakdown of dimensions or factors hence, much space is provided for
writing
● Mechanical Recording
● Stenographic Recording

Records
● Provide a readily available and valuable source of data
● Three major criteria necessary to establish authenticity and accuracy of records:
◦ Authorship- the identity of the person who conceived the material
◦ Body- the outward form of the material
◦ Function- purpose for which it was complied

Lesson 5: Writing Literary Analysis

The review of related literature is a written summary of the existing knowledge base on a research
problem obtained from an in-depth search on non-research references and research
references. The review includes a statement indicating what the present study will add to what is already known.
It is a written, analytic summary of research findings on a topic of interest It is a comprehensive compilation of
what is known about the phenomenon. It provides the background and the context on which the research is
conducted

1. Conceptual Literature/Related Literature

● It is composed of discussions of facts and principles to which the present study is related
● These materials are usually printed and found in books, encyclopedias, professional journals, magazines,
 newspapers, and other publications
● Also referred to as non-empirical references
● Are classified as local and foreign

2. Research Literature/Related Studies

● These are studies, inquiries, or investigations already conducted to which present proposed study is related or
has some bearing or similarity
● These are usually unpublished materials such as manuscripts, theses, and dissertations
● Also referred to as empirical references
● Are classified as local and foreign

Sources of Literature
Empirical References may be of primary and secondary sources:
1. Primary Source
● Description of studies written by the researchers who conducted them
● It is ideal to rely heavily on primary sources of data
● The researcher’s oral discussion of his study in research forums, seminars, conferences, and even
competitions, may also be considered primary sources
2. Secondary Source
● Descriptions of studies prepared by someone other than the original researcher
● Secondary source documents are a good way to start a literature review with because they provide a
quick summary and a good bibliography

Lesson 6: Writing Political Analysis Paper

Political Science analysis paper

● start from the premise that politics does not consist merely of human actions and interaction
● involves rational planning, motives, principles and beliefs

Requirements for a decent political analysis paper

1. Topic and research question.

2. Preliminary research
3. Substantial research
4. Thesis
5. Impartiality
6. Quotations and references
7.
1. Remember to cite all references you used, with either the MLA (Modern Language Association) or the APA
(American Psychological Association) writing style.
2. Use a minimum of three (3) scholarly sources: e.g., Taking Sides: Clashing Views on Political Issues, academic
books, journals, newspapers and magazines, etc.
3. Use subheadings as you begin each section.
4. Have a separate title or cover page, and just staple all the pages together

LITERATURE refers to written works, especially those considered of superior or lasting artistic merit.

PLOT is the series of events that take place. It's the action of the story that drives the narrative forward.
PINT OF VIEW is the writer's way of deciding who is telling the story to whom. Establishing a clear point of view is
important because it dictates how your reader interprets characters, events, and other important details.

LITERARY CRITICISM (or literary studies) is the study, evaluation, and interpretation of literature.

LITERARY THEORY is the body of ideas and methods we use in the practical reading of literature.

Lesson 7: Academic Presentation

Academic Presentation

1. Determine the purpose for presenting your research at the forum.

2. Focus on Forecasting what you want to share with the audience about your research; on Explaining the key
findings of your study; Synthesizing your research in relation to the statement of the problem
3. Know your audience in terms of their background knowledge, research interests or experience.
4. Get ready with your outline and cue cards.

The Three P’s of an Academic Presentation

1. Prepare
Organize one’s content. Relevant to audience’s needs

2. Practice
Great delivery of the presentation

3. Present
Well thought speech
Must be comfortable when presenting