ROMBLON STATE UNIVERSITY

San Fernando Campus

San Fernando, Romblon

BUSINESS ADMINISTRATION AND MANAGEMENT DEPARTMENT

Name: ________________________

Communication Principles, Processes and Ethics

(Module 1)

I. Course Description

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.

II. Course Code/Title : GE5 (Purposive Communication)

III. Course/ Year : BSBA 2nd Year

IV. Learning Outcomes

Objectives:

At the end of the lesson, the students should be able to:

1. Understand the concept of communication;
2. Identify the communication principles;
3. Differentiate the different types of communication;
4. Practice effective communication skills;
5. Evaluate and reflect on ones communication skills; and
6. Discuss the value of communication in enhancing one’s personal and professional
relationship.

V. Self Assessment:
Reflect on your own strengths and weaknesses as a communicator.
1. Are you having difficulty expressing yourself? Why?

2. Do you have self confidence to talk to different kinds of people of varying age, position,
and status of life? Why?

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Directions: Check the column that best describes your ability to communicate. Answer as
objectively as possible.
Usually Sometimes Seldom Never
3 2 1 0
1. I acknowledge the barriers to
communication and address them
effectively.
2. I adjust to my audience’s needs, interests,
values, and beliefs.
3. I am clear with my purpose.
4. I am confident.
5. I give a timely and specific feedback.
6. I keep an open mind.
7. I keep my message short but complete.
8. I listen attentively.
9. I observe verbal and nonverbal message
effectively.
10. I support my message with facts.
Total
Grand Total

Interpretation
Score Level of Proficiency
28-30 Advanced
25-27 Proficient
23-24 Approaching Proficiency
21-22 Developing
20 and below Beginning

VI. Discussion

Communication Principles
 Communication is the process of people reacting to the various attitudes and behaviors of
other individuals.
 It is also defined as the process of transmitting information, ideas, thoughts and feelings
from one person to another through the use of signs, symbols, figures, gestures, and words.
 Communication is a process of exchanging verbal and /or non-verbal information between
two or more people who can be either the speaker or the receiver of the messages.
 Communication is used to meet the purpose of a person. The purpose could be to inform, to
persuade, or to entertain.
 Communication can either be in the form of written, verbal, non-verbal, and visuals.

1. Written Communication involves texts or words encoded and transmitted through memos,
letters, reports, on-line chat, short message service or SMS, electronic mail, journals and
other written documents.
2. Verbal Communication involves an exchange of information through face-to-face, audio
and /or video call or conferencing, lectures, meetings, radio, and television.
3. Non-verbal Communication involves the use of sign language, symbols, and signs.
4. Visual Communication involves the use of images, graphs, charts, logos, and maps.

 Communication can be intended or unintended

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 1. Intended communication refers to planning what and how you communicate your ideas to
other people who are older than you are or who occupy a higher social or professional
position such as your parents, teachers, and supervisors.
2. Unintended communication happens when you unintentionally send non-verbal messages
to people you are communicating with, or when you suddenly make negative remarks out
of frustration or anger.

Communication is a complex process that requires you to:

1. know your audience
2. determine your purpose
3. identify your topic
4. expect object
5. establish credibility with your target audience
6. present information in several ways

VII. Exercises:
Activity 1- Introducing Oneself in a Creative Manner

Directions: Introduce yourself through a video presentation. Give information about yourself in
two minutes. Make it creative and unique. You can use the following apps: Power
Director, KineMaster, Vidpro, and Videoshop.

Performance Rubric
VGE GE SE LE N
(5) (4) (3) (2) (1)
Content
1. The presentation is organized.
2. The presentation has sufficient supporting details
such as relevant data or examples.
3. The presentation has a clear message.
4. The presentation is creative and unique.
5. The presentation has a good beginning and
ending.
Delivery
1. The communicator looks confident and
comfortable.
2. The communicator is attired properly.
3. The communicator does not rely on his/her notes.
4. The communicator has a pleasant voice, good
pronunciation and articulation.
5. The communicator avoids mannerisms or any
distractions.
Total
Grand Total

Legend:
VGE= To a very great extent GE= To great extent SE= To some extent
LE= To a little extent N= Not at all

VIII. Evaluation:
1. Just how important is communication to your personal and professional success?

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______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

2. What can you do to improve your communication skills? Name three ways.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

Directions: Classify the following situations as to: verbal, non-verbal, written, and visual.
1. Advising someone regarding an appropriate
course of action
2. Shaking a person’s hand firmly to show that you
are pleased to meet him
3. Disciplining employees in a direct and respectful
manner
4. Sending memorandum to the employees
regarding a new policy
5. Presentation of company’s logo during the
meeting

IX. Synthesis
 Communication is generally the exchange of thoughts, ideas, concepts and views
between or among two or more people with different purpose which could be to inform,
to persuade or to entertain.
 There are several forms of communication which includes written, verbal, non-verbal and
visuals.
 Verbal and non-verbal codes should complement each other. With visual communication,
interpretation of signs and symbols is crucial since people have different ways of
interpreting them. It is important to always contextualize the symbol/sign received in
order to arrive at the correct interpretation.
 Communication is intended when it is planned and unintended when it is unplanned.
 Communication is a complex process.

X. References
Barrrot, Jessie S., et al. (2018) Purposive communication in the 21st century. C&E Publishing ,
Inc.
Madrunio, Marilou R. et al. (2018) Purposive Communication using English in multilingual
context. C&E Publishing , Inc.

Prepared by:

Prof. BLEZILDA R.BANGALISAN

ROMBLON STATE UNIVERSITY

San Fernando Campus
San Fernando, Romblon

4
 BUSINESS ADMINISTRATION AND MANAGEMENT DEPARTMENT

Name: __________________________

The Communication Process

(Module 2)

I. Course Code/Title : GE5 (Purposive Communication)

II. Course/ Year : BSBA 2nd Year

III. Learning Outcomes

Objectives:
At the end of the lesson, the students should be able to:

1. To understand the flow of communication process; and

2. To identify the variables involved in the communication process.

IV. Warm-Up
Come -up with a word or phrase that can be associated with “communication.”

COMMUNICATION

V. Concept

MESSAGE

Encode FEE
DBA
CK
SEN

Decode

INTERPRE

Fig. 1- The Cynical Flow of the Communication Process

V. Discussion

Here are the steps in communication process:

1. The sender develops an idea to be sent.

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 2. The sender encodes the message.
3. The sender selects the channel of communication to be used.
4. The message travels over the channel of communication.
5. The message is received by the receiver.
6. The receiver decodes the message.
7. The receiver provides feedback, if applicable.

 Source - the speaker or sender of a message

 Message- the message, information, or ideas from the source or speaker
 Encoding- the process of transferring the message
 Channel-the means to deliver a message such as face-to-face conversations, telephone

calls, e-mails, and memos, among others

 Decoding -the process of interpreting an encoded message
 Receiver- the person who receives the message
 Feedback- the reactions or responses of the receiver to the message from the sender
 Context-the situation or environment in which communication takes place
 Barriers- the factors which may affect the communication process like culture, individual
differences, language use, noise, past experiences and status. (BARROT)

VII. Exercises

Activity 1
Directions: Complete the matrix below with relevant information on the elements of
communication .Choose and watch one video from the following links:
 Starting My Own Talk Show: https://www.youtube.com/watch?v=U4Yn8PQr6sc
 Adele Carpool Karaoke with James Corden: https://www.youtube.com/watch?
v=Nck6BZwga7TQ
 Small Group Discussion: https://www.youtube.com/watch?v=OBxrkkkgdCA

Title of the video: ________________________________

Context Sender-receiver Message Channel Barriers

VIII. Evaluation:
1. Explain in your own words the communication process.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
____________________________________________________________________________

2. Who is responsible for effective communication? Explain your answer.

______________________________________________________________________________

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______________________________________________________________________________
______________________________________________________________________________
3. Examine your own communication experience. Give situations when you experienced the
following barriers to communication:
a. language
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
b. noise
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

IX. Synthesis
Communication process refers to a series of actions or steps taken in order to successfully
communicate. It involves several elements such as source, message, encoding, channel,
decoding, receiver, feedback, context, and barrier. The overall goal of the communication
process is to give or share information and have them understand it.

X. References
Barrrot, Jessie S., et al. (2018) Purposive communication in the 21st century. C&E
Publishing , Inc.
Steps and components of the communication process. https:// www.indeed.com

Prepared by:

Prof. BLEZILDA R. BANGALISAN

ROMBLON STATE UNIVERSITY

San Fernando Campus

7
 San Fernando, Romblon

BUSINESS ADMINISTRATION AND MANAGEMENT DEPARTMENT

Name: __________________________
The Communication Model (Madrunio)
(Module 3)
I. Course Code/Title : GE5 (Purposive Communication)
II. Course/ Year : BSBA 2nd Year

III. Learning Outcomes

At the end of the lesson, the students should be able to:
1. Explain the communication models and how they help in understanding the
communication process; and
2. Have a thorough understanding of communication models and process.

IV. Warm-Up Activity

Recall the first time you engaged in a public oral presentation. What were the different
factors that you considered at that time?

V. Introduction

Communication models will help in understanding how a communication process works.

It is by knowing the flow of communication to be able to make the communication process
effective. Conceptual models are used to explain the human communication process on how
people send, receive, process and respond to information.

COMMUNICATION MODELS

LINEAR TRANSACTIONAL

One –way process Two-way process

Figure 1. Communication Models

VI. Discussion:
Communication can be one-way or two-way process. The linear model of communication
is a simple one way communication model. The message flows in a straight line from sender to
the receiver. There is no concept of feedback. The only task that a receiver does here is to receive
the message. Communication as a one-way process is best illustrated in the model of Shannon-
Weaver. It was developed in 1948 by Claude Shannon and Warren Weaver who were engineers
who worked for Bell Telephone Labs in the United States. Their goal was to ensure that
telephone cables and radio waves worked at maximum efficiency. It is referred to as the 'mother
of all models and is widely accepted as a main initial model for communication studies.
Shannon and Weaver's model contains five elements: information source, transmitter,
channel, reception, and destination. The information source is where the information is stored. In
order to send the information, the message is encoded into signals, so it can travel to its

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destination. After the message is encoded, it goes through the channel which the signals are
adapted for the transmission. In addition, the channel carries any noise or interference that might
lead to the signal receiving different information from the source. After the channel, the message
arrives in the receiver and is reconstructed (decoded) from the signal before finally arriving at its
destination.

Figure 2. Shannon-Weaver Communication Model

On the other hand, communication as a two-way process is exemplified by a transaction

model. In transactional model, senders and receivers both are known as communicators and both
play equally important role in communication. In this model, the messages, information, or ideas
are sent and received at the same time. Hence, the sender and the receiver become active during
the process, and both serve as communicators. Noise, on the other hand, may occur anytime.
These interferences may come in the form of physical noise (as in stammering, stuttering or
annoying vocal habits), physiological noise or psychological voice (not making eye-to-eye
contact, hearing-impaired or lack of concentration).

Figure 3. Transactional Model of Communication

VI. Assessment
1. Differentiate linear model from transactional model of communication.

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______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
2. Identify at least two (2) situations where transactional model of communication can take place.
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
3. Research about the other types of communication models listed below. Give a short
description for each model.
Communication Models Description
Aristotle’s Model

Laswell’s Model

Berlo’s Model

VII. Synthesis
Communication can either be one-way or two-way process. Shannon-Weaver model of
communication is an example of a linear model or a one-way process while transactional model
of communication is an example of two-way process. In linear communication, the message
flows in a straight line from sender to the receiver. In transactional model, senders and receivers
both are known as communicators and both play equally important role in communication.
References:
Barrrot, Jessie S., et al. (2018) Purposive communication in the 21st century. C&E
Publishing , Inc
Businesstopia, “ Models of communication . https://www.businesstopia.net/communication.
Madrunio, Marilou R. et al. (2018) Purposive Communication using English in multilingual
context. C&E Publishing , Inc.
Models of communication. https://en.m.wikipedia.org
Prepared by:

Prof. BLEZILDA R. BANGALISAN

ROMBLON STATE UNIVERSITY

10
 San Fernando Campus
San Fernando, Romblon

BUSINESS ADMINISTRATION AND MANAGEMENT DEPARTMENT

Name: __________________________

Communication Ethics
(Module 4)
I. Course Code/Title : GE5 (Purposive Communication)
II. Course/ Year : BSBA 2nd Year
III. Learning Outcomes
Objectives:
At the end of the lesson, students should be able to:
1. Point out the ethical issues involved in communication; and
2. Recognize the importance of a code of ethics in communication.
IV . Warm-up Activity
Rate yourself on how well you respond to some trying times.
Descriptors Yes No
1. I can always recognize an ethical issue.
2. I can be aware of the different perspectives of
stakeholders on an issue.
3. I am able to weigh things objectively.
4. I can think of alternative courses of action for a
dilemma.
5. I can formulate policies to avoid the recurrence of
the dilemma.

V. Concept

Integrity

Sense of Respect
Accountability
Communication
Ethics

Open-minded Freedom of
Expression
Access to
Communication

Figure 1. Ethical Considerations

Figure 1. Ethical Considerations
VI. Discussion
Effective Communicators observe ethics. This means that they deal with values,
righteousness, and behavior appropriate for human communication particularly in a multicultural
situation. Communication ethics takes place when a behavior of a person or group is subjected
by their morals thereby affecting interpersonal, mass mediated and digital communication.
Communication ethics is the notion that human beings are governed by their morals
which in turn affects communication. It deals with the moral good present in any form of human
communication. Ethical communication encompasses being honest in all communications,

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 n
I
R
O
m
g
t
s
e
p
d
i
y
r
c
-
keeping confidential information confidential and not discussing the personal business situations
of others in public or in front of a third party.
The ethical considerations are the following:
1. Uphold integrity. Be truthful with your opinion and be accurate with your judgment.
2. Respect diversity of perspective and privacy. Show compassion and consideration with
the beliefs, status, affiliations, and privacy of others.
3. Observe freedom of expression effective. Be careful of what and how you say your
words depending on the type of people you are communicating with.
4. Promote access to communication. Give others an opportunity to express what they feel
and think about the message being communicated.
5. Be open-minded. Accept that others have different views or opinions, which may
conflict with yours. So, listen and process the views of other people, and learn how to
reconcile their opinions with you.
6. Develop your sense of accountability. Acknowledge responsibility for all your actions,
good or bad.
Examples of communication ethics
a. Medical Industry
Doctors are required by law to not divulge private information about their patients
to anyone whom the patient has not consented to be privy to such private information.
b. Property Consulting Industry
Revealing key pieces of information to would-be owners of a property including
“negative” truths about the property like divulging the entire history of the property,
including any accidents or crimes that happened in the property.
VII. Evaluation
1. If you were to put up your own business, what values would you incorporate in your
company’s code of ethics?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
______________________________________________________________________
2. Why is it important to have a code of conduct or a code of ethics?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
IX. Synthesis
Code of ethics is important for any organization. Without it confusion,
misunderstandings, and conflicts arise within the structure since there are no standards to be
observed.
References
SyGaco, Sonia B. 2018. Principles and competencies in purposive communication. C&E
Publishing,Inc.
Madrunio,Marilu R. et al. 2018 . Purposive Communication using English in multilingual
contexts.C&E Publishing,Inc.
Barrrot, Jessie S., et al. (2018) Purposive communication in the 21st century. C&E

Prepared by:
Publishing , Inc.
https://en.m.wikipedia.org.wiki

Prof. BLEZILDA R. BANGALISAN

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