MODULE DESCRIPTOR

TITLE PR Practices in Malaysia MODULE CODE 55-6951-TOS (BHPR3023) CONFIRM LEVEL Level 6 CONFIRM CREDITS 3 DATE OF APPROVAL October 3, 2013

MODULE AIM - Rationale for the inclusion of the course in the programme This course guides students in understanding how public relations is practised in Malaysia and its contribution in the private sector, government agencies and non-governmental institutions. Objectives: • To expose students to public relations issues that are important to corporations, government

agencies and non-governmental institutions in Malaysia. • To expose students to national and cultural aspects of PR practice in Malaysia. • To groom PR graduates who are capable of contributing positively and professionally to the Malaysian

industry. MODULE LEARNING OUTCOMES - The TAR UC module delivers to the appropriate level as follows: LO Ref Learning Outcome 1 Analyze the progressive development of Malaysian public relations practices and its

industry. (C4, P4, A4, CTPS)

2 Assess ethical and professional considerations in relation to Malaysian PR practices. (C5, P5, A5, EM)

3 Examine national, regional and global trends in PR practices to achieve effective industry leadership. (C4, P4, A4, LL, LS)

ASSESSMENT SUITABILITY The assessment pattern fits the familiar 60/40 which is acceptable. However, I would suggest a more research-oriented coursework-driven assessment which cold be undertaken working with locally available data and contacts and provide more final year variety from the more standard approach taken to assessment overall. COMMENTS REGARDING INDICATIVE CONTENT This is an interesting model which is genuinely localising PR and exploring existing research insights which allow this course to take the subject beyond the more generic international or ethnocentric PR perspectives we find in the literature. ANY ADDITIONAL REQUIREMENTS

1. Name of Course: PR Practices in Malaysia

2. Course Code: BHPR3023

3. Name(s) of academic staff: Pn Rossilawati Rusli

4. Rationale for the inclusion of the course in the programme This course guides students in understanding how public relations is practised in Malaysia and its contribution in the private sector, government agencies and non-governmental institutions. Objectives: • To expose students to public relations issues that are important to corporations, government

agencies and non-governmental institutions in Malaysia. • To expose students to national and cultural aspects of PR practice in Malaysia. • To groom PR graduates who are capable of contributing positively and professionally to the

Malaysian industry.

5. Semester offered Semester 9

6. Total Student Learning Time (SLT) Total Student Learning Time (SLT)

Face to Face Total Guided and Independent Learning

Total SLT

L=Lecture T=Tutorial P=Practical O=Others

L 28

T 21

P O 4

67

120

7. Credit Value 3

8. Prerequisite (if any) Nil

9. Learning outcomes Upon completion of the course, students should be able to: 1. Analyze the progressive development of Malaysian public relations practices and its industry.

(C4, P4, A4, CTPS) 2. Assess ethical and professional considerations in relation to Malaysian PR practices. (C5, P5,

A5, EM) 3. Examine national, regional and global trends in PR practices to achieve effective industry

leadership. (C4, P4, A4, LL, LS)

10. Transferable Skills: Skills and how they are developed and assessed, Project and practical experience and Internship.

Transferable Skills How they are developed Assessment Critically read various types of Malaysian public relations-related material

Developed through lectures, tutorials and coursework

Assessed through tutorials, coursework and examination

Articulation of knowledge learned

Developed through tutorials and coursework

Assessed through tutorials and examination

Analytical comprehension of academic literature and other reading material

Developed through tutorials and coursework

Assessed through tutorials, coursework and examination

Application of theory through real-life exemplification

Developed through lectures, tutorials and coursework

Assessed through tutorials, coursework and examination

11. Teaching-learning and assessment strategy Teaching-learning Strategy Lecture Tutorial

Directed and independent reading Team-based discussion Revision Assessment Strategy Tutorial Q & A Coursework Examination

12. Synopsis This course examines the past and current development and issues related to public relations practice in Malaysia. It also covers major scope of PR practice from a Malaysian perspective.

13. Mode of Delivery Lecture Tutorial

14. Assessment Methods and Types Coursework (60%) In-class Q & A Individual Assignment Group Assignment Examination (40%) Answer three questions, divided into 35, 35 and 30 marks each

15. Mapping of the course to the Programme Aims: PA1, PA3, PA4 16. Mapping of the course to the Programme Learning Outcomes: LO3, LO4, LO5, LO7 17. Content outline of the course and the SLT per topic

Week Topic

Student Learning Time (SLT) L T P O Total Guided and

Independent Learning 1 History of PR in Malaysia

• Pre war • During war • Post war

2 1.5 2.5

2 Development of Modern PR in Malaysia • Governmental • Private companies • PR agencies

2 1.5 2.5

3 Scope of practice: Government Relations in Malaysia • Malaysian political system • Governmental public affairs • Past and contemporary issues

2 1.5 2.5

4 Scope of practice: Media Relations in Malaysia • Malaysian media landscape • The role of Malaysian media in

public relations • Past and contemporary issues

2 1.5 2.5

5 Scope of practice: Marketing Communication in Malaysia • Malaysian business and market • The role of business in Malaysian

public relations • Past and contemporary issues

2 1.5 2.5

6 Scope of practice: Financial PR in Malaysia

2 1.5 2.5

• Malaysian economy and finance • Investor relations in Malaysia • Past and contemporary issues

7 Scope of practice: Corporate Communication in Malaysia • Malaysian corporate landscape • Corporate practice in Malaysia • Past and contemporary issues

2 1.5 2.5

8 Scope of practice: Corporate Social Responsibility (CSR) in Malaysia • Socio-economic responsibility • CSR practice in Malaysia • Past and contemporary issues

2 1.5 2.5

9 Scope of practice: Employee Communication in Malaysia • Malaysian employment laws • Employee relations in Malaysia • Past and contemporary issues

2 1.5 2.5

10 Research into Malaysian PR • Past and contemporary academic

research • Past and contemporary industry

research

2 1.5 2.5

11 Internal PR Departments and PR Agencies in Malaysia • Local and MNC PR departments • Local and MNC PR agencies

2 1.5 2.5

12 Cultural Effects on Malaysian PR • Local culture • Global culture • Corporate culture

2 1.5 2.5

13 Ethics and Regulations in Malaysian PR • IPRM code of ethics • Malaysian media laws • Past and contemporary issues

2 1.5 2.5

14 Emerging Trends in Malaysian PR • Globalized business • New media and social media • Evolving practitioner roles

2 1.5 2.5

Assessment: Coursework Final Exam Total

2 2 4

22 10 32

Total 28 21 4 67 Total SLT 120 Subject Credit 3

18. Main references supporting the course 1. Abdullah, Zulhamri 2011, Towards the professionalization of PR in Malaysia: Perception

management and strategy development, Lambert Academy Publishing. Additional references supporting the course 1. Abdullah, Zulhamri 2008, International corporate communication, 2nd edn, Pearson/Prentice

Hall. 2. Sriramesh, K & Vercic, D (eds) 2009, The global public relations handbook: Theory, research,

and practice, Lawrence Erlbaum, Mahwah NJ. 19 Other additional information: Nil

REVISIONS Date Reason July 2015 Confirmed in BA International Public

Relations TAR-UC Dual Degree Validation