BMAPA301 – Organisational Communication

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Module code
BMAPA301
Module title
Organisational Communication
Prescription
This module introduces students to the theory of organisational communication and provides opportunities to relate theory to practice by drawing on PR/Advertising organisational situations and issues. Students will develop an understanding of an organisation's communication processes and its culture. Students will be expected to critically analyse a communication event within a PR/Advertising section or organisation.
Programmes
  • BM9601
  • CO0005
NZQA Level
Level 7
NZQA Credits
15
Delivery method
  • Web-Supported
Learning hours
Directed hours
56
Self directed hours
94
Total learning hours
150
Resources required
Learning Outcomes
2LEARNING OUTCOMES AND PERFORMANCE CRITERIA

2.1Appreciate what organisational communication is and its importance to PR/Advertising practitioners
- define organisational communication
- discuss perceptions of organisational communication
- describe the communication processes and culture of PR/Advertising sections/organisations
- analyse PR practices in organisation processes

2.2Understand the theory of organisational communication
- distinguish between the functionalist and interpretive approaches to organisational communication
- discuss communication theories and models relevant to PR/Advertising practices
- critically evaluate organisational communication theories and apply them to communication events

2.3Be familiar with organisational communication processes
- describe the communication processes and barriers to communication within organisations
- examine communication processes to determine ways to improve organisational communication
- analyse the impact of new technology on organisational communication
- demonstrate an understanding of power and control concepts within organisational settings
- identify the change processes that occurs within organisations
- examine critically the processes, definitions of leadership in organisations

2.4Be familiar with the concept of organisational culture
- define the concept of organisational culture
- determine how an organisation's culture is learned, passed on and changed
- describe the culture of an organisation

2.5Examine communication events within organisations
- conduct a critical analysis of a communication event within an organisation
- prepare and deliver a presentation on a communication event appropriate for PR/Advertising practitioners

2.6Comprehend the process of graded assessment
- actively participate in group and class critiques
- consider, discuss and reflect upon self and peer performances for graded assessments
- participate in formative assessment

2.7Understand the values, methodologies and strategies which inform current professional practice in a selected domain
- compare, analyse and evaluate selected texts identifying issues relevant to a specific contemporary practice
- analyse a selection of current works and identify the specific methods used in their production
- compare significant changes in methods of practice and strategies for production relevant to a specific contemporary practice
- develop and implement a strategy for the production of work which explicitly applies the analysis of values from a domain
- evaluate self-practice using normative criteria derived from a current domain
- plan and implement a conventional presentation of own works
- develop critical synergies between representative texts, examples of work and self-practice
Content
3. CONTENT
3.1Introduction to organisational communication
Definitions
Perceptions
Process
Message
Networks
Relationships
PR/advertising environment

3.2The theory of organisational communication
Functional and interpretive paradigms
Communication theories and models

3.3Organisational communication processes
Communication climate
Formal and informal communication
Communication flow
Communication audits
Barriers to communication
The effect of new technology on organisational communication
Power control issues
Organisational change processes
Group communication
Leadership styles

3.4Organisational culture
Internal publics: relevant constructs
vocabulary
practices
myths, rituals, stories
symbols, metaphors

3.5Communication events within organisations
Interviews - selection, client, media
Meetings
Team briefs
Presentations
Performance appraisals

3.6Communication with a range of cultures
Content of interest to a Mori audience
New Zealand cultural identities
Content from at least one other culture
Modes of address appropriate to the audience
Learning and Teaching Resource
4. LEARNING PROCESS
Lectures/Tutorials
Assignments
Oral Presentation
Assessment Criteria
To pass this course, students must complete all assignments and accumulate
an overall course mark of no less than 50