Republic of the Philippines

OFFICE OF THE PRESIDENT

COMMISSION ON HIGHER
EDUCATION

PURPOSIVE COMMUNICATION Preliminaries

Course Title : Purposive Communication

No. of Units 3 units

Course Description:

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

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
endeavors, 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.
Learning Outcomes
At the end of the course, the students should be able to:

Knowledge
1. Describe the nature, elements, and functions of verbal and non-verbal communication in various and multicultural contexts
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Purposive Communication
2. Explain how cultural and global issues affect communication

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 3. Determine 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. Convey ideas through oral, audio-visual, and/or web-based presentations for different target audiences in local and global
settings using appropriate registers
2. Create clear, coherent, and effective communication materials
3. Present ideas persuasively using appropriate language registers, tone, facial expressions, and gestures
4. Write and present academic papers using appropriate tone, style, conventions, and reference styles

Values
1. Adopt cultural and intercultural awareness and sensitivity in communication of ideas
2. Appreciate the differences of the varieties of spoken and written language
3. Adopt awareness of audience and context in presenting ideas
4. Appreciate the impact of communication on society and the world

Number of Hours: 3 hours every week for 18 weeks or 54 hours in a semester

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
2 Evaluating messages and/or images of different types of texts reflecting different cultures
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?

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 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
4-6 Communication for various purposes
1. to obtain, provide, and disseminate information
2. to persuade and argue
7-10 Communication for work purposes
11-18 Communication for academic purposes

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PURPOSIVE COMMUNICATION Learning Plan

Learning Outcome Topics Methodology Resources Assessment

• Describe the nature, • Communication • Lecture and class • LCD projector or • Quizzes and
elements, and functions of processes, principles, discussion on manila paper seatwork on
verbal and non-verbal and ethics elements and • Audio and/or video identifying elements
communication in types of clips of various media of communication
various and multicultural communication (e.g. TV (e.g. sender,
contexts • Group work on commercials, message, channel,
identifying movies; newscasts; receiver, effect)
etc.)
elements of • Texts from
communication in newspapers,
various texts magazines, journals
• See
http://www.healthknow
ledge.org.uk/pubIic-
health-
textbook/organisation-
management/5a-
understanding-
itd/effective-
communication

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

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 skills.pdf
• Chase, R. & Shamo, S.
(2013). Elements of
effective
communication,
4" ed. Washington,
Utah: Plain and
Precious Publishing.

• Explain how cultural and • Communication and • Class discussion • LCD projector or • Reaction paper
global issues affect Globalization of essay, “Flight manila paper and/or discussion
communication from • See “Communicating in forum on the impact
• Appreciate the impact conversation” or a multicultural society of globalization
of communication on video “Connected and world” on how people
society and the world but alone” and • Article “Flight from communicate, and
“How social media conversation” vise versa
can make history" http://www.nytimes.co
or “Wiring a web w/2012/04/22/opinion/s
for global good” unday/the-flight-from-
conversation.html? r=0
• Video “Connected
but alone” in TED
talks
https://www.ted.com/tal
ks/sherry_turkIe alone
together
• Video “How social
media can make
history”
hhps://www.ted.com/tal

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ks/clay shirky how ce

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 llphones twitter_faceb
ook can make_history
• Video "Wiring a web for
global good"
https://www.ted.com/tal
ks/gordon_brown

• Determine culturally • Local and Global • Lecture and class • LCD projector or • Quiz and seatwork on
appropriate terms, Communication in discussion on manila paper using culturally
expressions, and images multicultural settings using culturally • Invited appropriate terms,
(sensitivity to gender, • Varieties and registers appropriate terms, students/speakers expressions, and
race, class, etc.) of spoken and written expressions and from different cultures images; varieties
• Adopt cultural and language images; varieties • Films or videos and registers of
intercultural awareness and registers of showing different language
and sensitivity in language speakers from various • Research and report
communication of ideas • Class discussion regions on various cultural
of cultural communicating in a and intercultural
appropriateness multilingual setting modes of
in communicating (e.g. "Lost in communication (e.g.,
as tackled in Translation") words/gestures used
film/video • See TED Talks "Pop in a particular region
• Exercises on using culture in the Arab Of COUntry to show
culturally world" respect) and/or
appropriate terms, https://www.ted.com/t various issues in
expressions, and aIks/shereen_el feki communication (e.g.,
images pop_cuIture_in_the ar use of politically
• Interview invited ab world correct words in
speakers/students • See today's world;
https://ceIsaIangues.w gender sensitivity
ordpress.com/2015/01 through language)

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 /29/it-aint-right-innit-
about-language-
register-in-english/
• See http://www.really-
learn-
english.com/language
-register.html
• See https://www.uni-
due.de/SVE/
• See
http://www.icaltefl.com
/category/varieties-of-
english
• See
http://www.britishcoun
cil.org/blog/which-
variety-english-
should-you-speak
• Dainton, M. & Zelley
E. (2015). Applying
communication theory
for professional life. A
practical introduction
Y ed. Sage
Publications.
• Biber, D. & Conrad
S. (2009). Register,
genre, and style.
Cambridge:
Cambridge Univ.

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 Press.

• Evaluate multimodal texts • Evaluating messages • Lecture and class • LCD projector or • Invitation for people
critically to enhance and/or images (e.g. discussion on manila paper to join cause-
receptive (listening, pictures, illustrations) critical reading • Authentic texts oriented events
reading, viewing) skills of different types of and listening about cultural using various media
sensitivity such as email, social
• Convey ideas through texts reflecting • Exercises on from various media media, print and/or
oral, audio-visual, and/or different cultures analyzing content (text messages; email electronic
web-based presentations (regional, Asian, of various texts messages; social advertisements
for different target Western, etc) media messages;
audiences in local and 1. What is the message? newspaper,
global settings using 2. What is the purpose of magazine, and journal
appropriate registers the message? articles; print and
• Adopt awareness of 3. How is the electronic
audience and context in message conveyed advertisements)
presenting ideas by the text and/or • See sample:
image? http://www.kwintessen
4. Who is the target tial.co.uk/cultural-
audience of the
message? services/articles/cultur
5 What other ways of aI-sensitivity.html
presenting the • See sample:
message are there? https://mindspaceintuit
ion.files.wordpress.co
m/2015/01/cross-
cultural.jpg

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• See sample:
http://i.telegraph.co.uk
multimedia/archive/01
440/burger 1440211c

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 • See sample:
http://atIantabIackstar.
com/2013/11/19/9-
racist-ads-
commercials-that-
promote-negative-
images-of-black-
people/3/
• Mooney, A., Peccei,
J.S., La Belle, S,
et.aI. (2010).
Language, society
and power: An
introduction, id ed.
London: Routledge.
• Convey ideas through • Communication aids • Lecture and class • LCD projector or • Oral, audio-visual,
oral, audio-visual, and/or and strategies discussion on manila paper and/or web-based
web-based presentations using tools of preparing audio • Texts, video/audio clips presentations to
for different target technology visual and from various sources promote cultural
audiences in local and web- based • See values (e.g.,
global settings using presentations http://creatingmuItimo respect for elders,
appropriate registers • Group work and daItexts.com/ bayanihan spirit,
• Adopt awareness of class discussion • “The world's worst etc.)
audience and context in on identifying research presentation”
presenting ideas problems with the https://www.youtube.c
research om/watch?v=nSGqp4-
presentation in bzoY
the video • Adler, R., Elmhorst,
J.M., & Lucas, K.
(2012).

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 Communicating at
work: Strategies for
success in
business and the
professions. NY:
McGraw Hill.
• Convey ideas through • Communication for • Lecture and class • LCD projector or • Public
oral, audio-visual, and/or various purposes discussion on manila paper announcements
web-based presentations 1. to obtain, provide, informative, • Sample texts (inquiry (audio/video, social
for different target and disseminate persuasive and letter, police media) about
audiences in local and information argumentative reports, political disaster
global settings using 2. to persuade and communication speeches, letters of preparedness
argue appreciation, • Editorial about
appropriate registers • Lecture and etc) environmental
• Create clear, discussion of • See tssues
coherent, and effective Types of http://www.omafra.gov • Formal One-minute
communication materials Speeches and .on.ca/english/rural/fa Speech based on
• Present ideas PUblic Speaking cts/03-033.htm current issues
persuasively usinq (Read, • See (Extemporaneous)
appropriate language Memorized, http://www.capmembe
registers, tone, facial Impromptu/ rs.com/media/cms/121
expressions, and gestures Extemporaneous) mod2 ch8_effective c
• Adopt awareness of • Short exercises: ommunicatio 63afca8
audience and context in asking for 970d43.pdf
presenting ideas information • See
through inquiry http://hpIengr.engr.wis
letter or interview, c.edu/Prof Comm.pdf
response to • See
queries, incident http://www.pearsonhig
reports hered.com/samplecha

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pter/0205524214.pdf

Page 11
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• Searles, G. (2014).
Workplace
Communication: The
Basics. Boston: Allyn
& Bacon, 6t ed.
• Dainton, M. & Zelley E.
(2015). Applying
communication theory
for professional life.
A practical
/n/rodt/c/ion. 3’d 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)

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of 11 Purposive
• Create clear, coherent and • Communication for • Lecture and class • LCD projector or • Workplace
effective communication work purposes (e.g. discussion on manila paper documents (e.g.
materials healthcare, education, effective • Video of “Giving minutes; memo)
• Present ideas business and trade, communication Presentations Worth • Written and/or oral
persuasively using law, media, science and oral Listening to“: Gordon presentation (group
appropriate language and technology) presentations in Kangas at TEDx Talks reporting) of a
registers, tone, facial the workplace (youtube) medical case/
expressions and gestures • Analysis of • Sample communication business proposal/
• Adopt awareness of different materials from media campaign
audience and context in communication different workplace proposal/ program or
presenting ideas in materials settings (e.g. minutes, project proposal for
communicating ideas • Writing exercises memo, requests, addressing a health
on communication business/technical/ issue/problem
materials for the incident reports, (using
workplace (e.g. letters) communication aids
minutes, memo, • See and strategies-tools
requests, https://www.vuu.edu/U of technology)
business/technical ploads/files/SampleM
/ incident reports, eetingMinutes.pdf
letters) • See
http://www.monash.ed
u.au/Ils/IlonIine/writing/
medicine/reflective/5.x
ml
• See
http://tawanmandi.org.
af/knowledge-
portal/Media/Workplac
e_communication cha
pter in communicatio

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 ns.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
id edition., Sage
Publications.
• Searles, G. (2014).
Workplace
Communication: The
Basics. Boston: Allyn
& Bacon, 6th ed.
• Write and present • Communication for • Lecture and class • LCD projector or • Analysis Papers
academic papers using academic purposes discussion on manila paper (e.g., literary
appropriate tone, style, (e.g. research-based communication for • Bullock, R. & Goggin, analysis, political
conventions and reference journal or magazine academic M. (2018).The Norton science analysis
styles article, etc.) purposes Field Guide to Writing paper) and/or
• Adopt awareness of • Independent edition. W.W. Technical Papers
audience and context in research (topic Norton and Company. (for journal article or
presenting ideas proposal, • See http://engIish28- magazine article) on
• Convey ideas through literature review, payte.weebIy.com/upI political, social,
oral, audio-visual, and/or data gathering, oads/3/8/2/9/3829406 cultural, economic or
web-based presentations data analysis) 3/nortonfieIdguide2.pd health, environment
for different target f issue
audiences in local and • Academic

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global settings using • See Presentations (e.g.,
appropriate registers http://www4.stat.ncsu. paper presentations
edu/ reich/st810A/oral for a
.pdf local/international
• See conference; lecture
http://pne.people.si.u presentations for a
mich.edu/PDF/howtot local/international
aIk.pdf fOrUITI) Of
analysis/technical
paper
• Final project:
Multimodal
Advocacy campaign
(print, audio, visual,
web-based)
addressing current
issues tackled in
prevtous tasks (e.g.,
good governance,
responsible
citizenship, disaster
preparedness,
environmental
preservation,
poverty reduction,
etc.)

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PURPOSVE COMMUNICATION Course Map

GE LEARNING OUTCOMES PURPOSIVE COMMUNICATION

KNOWLEDGE

1. Analyze “texts” (written, visual, oral , etc.) critically L

2. Demonstrate proficient and effective communication (writing, speaking, and use of
new technologies) L

3. Use basic concepts across the domains of knowledge L

4. Demonstrate critical, analytical, and creative thinking L

5. Apply different analytical modes in problem solving L

VALUES

1. Appreciate the complexity of the human condition

2. Interpret the human experience from various perspectives

3. Examine the contemporary world from both Philippine and global perspectives

4. Take responsibility for knowing and being Filipino

5. Reflect critically on shared concerns

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 GE LEARNING OUTCOMES
PURPOSIVE COMMUNICATION
6. Generate innovative practices and solutions guided by ethical standards
0
7. Make decisions based on moral norms and imperatives
0
8. Appreciate various art forms

9. Contribute to aesthetics

10. Advocate respect for human rights

11. Contribute personally and meaningfully to the country's development
0
SKILLS

1. Work effectively in a group 0

2. Apply computing tools to process information effectively
L

3. Use current technology to assist and facilitate learning and research L

4. Negotiate the world of technology responsibly

5. Create solutions to problems in various fields

P
6. Manage one's knowledge, skills, and values for responsible and productive living 0
7. Organize one's self for lifelong learning O
L = Learned P = Practiced O = Opportunity to learn
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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 Oofde to Writing. 3’d 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.aI. Language, Society and Power: An lntrodUCtlon. 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 tc Writing. 10 h 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 Theories: Perspectives, Processes, and Contexts. 2n^ ed. NY: McGraw Hill, 2004.
Anderson, K. & Tompkins, P. Practicing Communication Ethics. Development, Discernment and Decision-making.
Routledge, 2015.
Wallace, C. Critical Reading in Language Education. Basingstoke and New York: Palgrave McMillan, 2005.

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