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COURSE PROFILE AND SEMESTER PLAN(SAP/RPKPS)

Course/Subject : Marketing CommunicationCode/ Credit : ISK 4213/ 3 SKS (2-1)

Koordinator Mata Kuliah :

Diyah Ayu Amalia Avina M.Si

NIP. 198212302008122003

NIDN. 0030128202

email : [email protected]

phone:082143021668 (SMS/Whatsapps only)avina.lecture.ub.ac.id

Dosen 2 :Nufian F Febriani ., M.I.Kom

NIK. 2013048602042001

NIDN. 0004028602

email: [email protected]

phone: 085649749998 (whatsapps and sms only)

Dosen 3 :Wayan Weda Asmara Dewi, M.I.Kom

NIK. 20140589061612001

Email : [email protected]

phone : 085736002179 (SMS ONLY)

Dosen 4 :Nia Aston D MANIK 2015038812262001email [email protected] 085646778666 (email, sms)

Dosen 5 : Dr Bambang Dwi Prasetyo NIP. 197204282009121001NIDN. 0028047216email. [email protected] : 08156058819 ( SMS / wa only)

Dosen 6 : Dian Tamitiadini M.Si NIDN [email protected]

Dosen 7 Azizun Kurnia Illahi NIK. 2015058704162001email. [email protected]. 082330266591 (wa only)

Course Description This course introduces and explains to students the fundamentals of marketing communication which based on the study of Integrated Marketing Communication (IMC) and marketing communications strategy start from planning phase to execution phase of the program. In addition, this course also construct students’ understanding and softskill in order to use different marketing communication tools such as direct response marketing and personal selling, sales promotion, public relations, sponsorship of the event or certain programs, internet marketing, and marketing of various new alternative communications such as guerrilla marketing and buzz marketing. At the last session, the students will have also learned about how to evaluate the overall marketing communication programs.

mailto:[email protected]






Course ObjectivesAfter completing this course students will have the ability to design and to execute a marketing communication program from planning, organizing, implementation, to evaluation of the methods and tools of marketing communication using Integrated Marketing Communication (IMC) approach, either individually or collaboratively.

Assessment: 1. In-class Quiz = 10%2. Presentation (theory) = 10%3. Midterm test (UTS) = 20%4. IMC Planning/ Marcomm Planning = 40 % (30 +10) 5. Final Test (UAS) = 20%TOTAL = 100%

Expected Learning Outcomes After completing this course, students are expected to:

1. Understand the basic principles of marketing communication and its application in the real world.

2. Understand the basic principles of advertising and other promotional tools.

3. Able to create reports integrated marketing communications planning.

Expected learning Outcomes

Midterm Test

In class Quiz Integrated Practice

Final Test

Competence Critical Thinking

Communication Skill

Team work

Compulsory References:Belch, G E and Belech, M. A. (2003). Advertising and Promotion: an Integrated

marketing communication perspective. Sixth edition. The McGrawHillClow, K. E., & Baack, D. (2011). Integrated advertising, promotion, marketing

communication. Essex Pearson Education LimitedShimp, T. (2010). Advertising, Promotion, & Other Aspects of Integrated Marketing

Communications, 8e. South-Western, Cengage LearningPelsmacker, P. D; Geuens, M and Van den Bergh, J. (2005). Foundations of

Marketing Communications: A european perspective. Prentice Hall

Additional References

Duncan, T. (2002) .IMC. Using advertising and Promotion to build Brand. McGrawHill

Keller, K.L., (1993). Conceptualizing, measuring, and managing customer-based brand equity.Journal of Marketing, 57 (1): 1-22.

Kitchen, P. J. Pelsmacker, P. D. (2004). Integrated Marketing Communications: A primer. Routledge

Kotler, P. (2011). Marketing Management:13 edition. Prentice Hall IncKotler, P., Brown, L., Burton, S., & Deans, K. (2010). Marketing Frenchs Forest:

Pearson Australia.Solomon, M. R., Dann, S., Dann, S., & Russel-Bennet, R. (2007). Consumer

behaviour: Buying, having, being. French Forest: Pearson Education Australia.Tuten, T L. (2008). Advertising 2.0. Social media marketing in web 2.0 world.

Praeger. London

Other relevant journals, case studies, report and textbooks

Course Profile and Semester Plan, English Class, Department of Communication Science, Brawijaya University4

(1)Week

(2)Course Material

(3)Lesson Form

(4) Expected Learning Outcome

(5)Assessment Criteria

(Indicator)

(6)Mark Percentage

(%)1 2 3 4 5 61 Introduction to Marketing

Communication Seminar

(lecture) Small group

discussion

Students are able to describe basic principles of marketing information assessment

Students could explain the basis of marketing communications.

2 IMC Concepts

Introduction to Brand Management and the Importance of Corporate Image in IMC

Seminar (lecture)

Small group discussion

Case study analysis

Students are able to identify IMC main theories.

Students are able to apply IMC theories in marketing communication cases available from the business world.

3. Buying Behavior (Basic of consumer behavior)

Small Group Discussion

Case study analysis

Students are able to identify consumer purchasing process,

trends in consumer buying environment, also B2B behaviour

Students are able to


differenciate consumer behaviors

4-5 IMC planning process 1 Small Group Discussion

Case study analysis

Students are able to identify context, target markets, Situation analysis, segmentation (consumer and B2B), and product positioning

Students are able to plan their IMC program

Students are able to comprehensively understand marketing communication objectives, establishing communication budget, type of budgets

Students have capability of reporting their pre-determined workplan on IMC program

Quiz : 10

6 IMC tools :- Advertising - Sales Promotion

Project Based Learning (PjBL)

Case study analysis

Students are able to apply various designs and types of message appeals, also creating a Media Mix

7 IMC tools :Public Relations (MPR) and Program and Event

Case study analysis

Students are able to create a Public Relations programs in assessing corporate


Sponsorship reputations Image building and maintaining sponsorships, and also event marketing

8 Midterm Test : Close Book 20%9-10 IMC tools :

Database and Direct Response Marketing and Personal Selling,Merchandising :

Point of Purchase Packaging

Case study analysis

Students are able to understand and to differentiate database driven marketing communication concepts, direct response marketing, personal selling, consumer promotions, coupons, premium, contests and sweepstakes.

Students are able to compose database in order to support communication process in an organization.

11-12 Internet Marketing (e-active Marketing/e- marketing) : New Media for business (E business, E commerce, mobad etc)

Alternative Marketing (Other terminology) Buzz Marketing, Viral

Small Group Discussion

Students have capability in understanding the use of the Internet such as Web, e-commerce, interactive marketing, online advertising, brand spiralling, blogging, social networking, and viral marketing,


marketing, experiential, guerilla etc

Students are able to identify the nature of guerrilla marketing, lifestyle marketing, experiential, in store, point of purchase

13 - 14 Basic theories of Marketing communication (selected)

- exchange theory- Hierarchy of effects

modelsAttention – selecton – Attrition framework

attribution theoryAttitude formation and change

- ELM a. multiple attribute model Expectancy value theory ; Theory of reasoned action, theory of planned behavior uncertainty reduction theory

Discussion Case study

analysis

Students Presentation Theme discussion

(clarity, accurateness, conciseness)

Logic, flow, and argumentation Presentation techniques (audience involvement, clarity, professionalism, timely)

10%


- - heuristic evaluation Affect as indormation model AAd and feelings transfer post experience model cognitive dissonance theorysemiotics, priming, agenda setting


15 Evaluation of IMC Plan (OP)

Learning (PjBL) Case study

analysis

Students are able to methodologically undertake Message evaluations, Evaluation criteria, Behavioural evaluation, and also Overall evaluation

Students are able to present their IMC planning via presentation.

Students have ability of managing advertising campaign, theoretical frameworks of IMC, etc.

Students are able to comprehensively summarise concepts and materials introduced during class meetings in order to create a preparation for final exam

Students are able to present their IMC program progress report to the lecturer

Logic, Flow, and Argumentation of Project

Creativity and Originality of project components

Presentation techniques (audience involvement, clarity, professionalism, timely)

Creativity and Originality of project components

40%

16 Final Test: Close Book 20%

Assignment and Project Description

1. Marketing Communication Theories Presentation Type: Group Presentation Date: Week 13-14Weight: 10%Assignment DescriptionYou are required to present the theories of marketing communications (selected theories). These theories should be linked to a specific marketing communication issues, challenges, or goals depend on case study selected. The presentation consists of a group of 6-7 people and carried out in the classroom during the meeting 13-14.

The following are the presentation guides: Presentations are given the maximum of 10 min + question-answer/ activity

(penalty applies to groups that exceed the time limit). All group members must actively participate in the presentation. Each presenter should use supporting media (power point, video, etc.). Presentation should be done professionally, including eye contact and do not

read continuously. The active participation of members of the class is highly recommended.

Presentation schedule is arranged on the first meeting.

Assessment Criteria for theories presentation Criteria Score

Content : Use of Communication theory , Evaluation quality and recommendation/conclusion

6 %

Presentation structure (coherence, logical, introduction, time management)- involves audience) , pacing, tone, clarity, loudness

2 %

Material and media usage and quality. 2 %10 %

1. IMC presentationTime : Week 15 (Depends on each group schedule) Weight : 10%Description :Students (in a group of 6-7) report the progress of their mini project that have been conducted. Remember that this is marketing communication, The following are the presentation guide. Presentations are given the maximum of 10 min + question-answer/ activity

(penalty applies to groups that exceed the time limit). All group members must actively participate in the presentation. Each presenter should use supporting media (power point, video, etc.). Presentation should be done professionally, including eye contact and do not

read continuously. The active participation of members of the class is highly recommended.

Each group is given 10 minutes. Your presentation should contain:- Background of the problem- Environment/ Situation Analysis and Target Audience Analysis - SWOT Analysis- Objective- Segmentation and Targeting- Marketing Mix - Promotion Mix (strategy and tactics)

No Assessment Criteria Maximum Score(%)

1. Logic, Flow, ad Argumentation of Project 3

2. Creativity and Originality of project components 3

3. Presentation techniques (audience involvement, clarity, professionalism, timely)

4

Total 10%

3. IMC Planning Project (Marcomm Plan) Due Date : Week 14-15 Weight :30%Description : Prepare your communication plans for a product marketing that you have determined within a group of 6-7 persons. Choose product as your main project, such us toothpaste, soap etc. If you have your own business, you can use your product. Students in a group of 6 are required to submit 2500 words report (+/- 10%) with the following structure:

1. Executive summary2. Background of the problem3. Environment/ Situation Analysis and Target Audience Analysis 4. SWOT Analysis5. Objective 6. Segmentation, Targeting , Positioning7. Foundation of Marketing Mix 8. Detail of Promotion Mix ( Strategy and Tactics) 9. Budget10. Appendices (your questionnaire, research results, FGD/ interview

results, design of ads/ script, design of POP, personal selling SOP, detail of event planning, design of e-communication etc) excluded in 2500 words

Project must be typed in 1.5 to 2 cm margins, 12 point Times New Roman/Cambria. References written in APA style (see example). Your project which consists of your communication plan must be given front cover as shown in the example below.

How to submit your project 1. The reports must be submitted in HARD COPY (PRINT) and SOFT

COPY (all materials to be burned in one CD + box ) 2. The submitted material should be made in attractive designs;3. Attach NAME, student no, telephone no, email address, and photo

of each member in a group, at the last page of the assignment ( if students fail to include the names of the members of the team, the concerned students will not be graded).

4. Submit your task ON TIME! Every late submission will be degrading your points.

The sample of CD design and box that have to be submitted for grading:

Teaching and Learning Activities

Assessment Due Date WeightMiddle Test Written-Middle Test

week (8)20%

Quiz In Class, tentative week 4-12

10%

Communication Criticism Group Presentation

In Class, week 13-14 10%

Marketing Communications Plan Project (paper and presentation)

Week 14 and 15 40% (30% draft + 10%

presentation)

Final Test Week 16 (final exam schedule)

20%

Additional Information

Groups’ Mark Objectivity

Considering half of the scoring system in this class is a group scoring, then you are entitled to ask for peer evaluation form if you feel there is no balance in the group work. If necessary the student can ask to submit the evaluation peers (there is a form to be filled by each member of a group assess themselves and others) filed MAXIMUM 3 DAYS after collecting assignment / Assignment presentation.

Plagiarism and Fraudulence

To avoid fraudulent / plagiarism you are requested to include a cover which consists of anti-plagiarism statement (attached) in every task that you collect. By signing the form, it means that you have agreed with the risks and consequences if you cheat or commit plagiarism. To know what plagiarism is and how to avoid it, please open link http://komunikasi.ub.ac.id/download-form/ way APA citation form. For a group task, you are responsible for not only your own work, but the group work.

Consultation

I realize that you have plenty of tasks in this class, and so do in other classes. But it does not make you do not show your best performance; therefore I open for assignment consultation since week 4. Please come into my office if you need to consult so that you are able to meet my expectations in this class.

Communication with the lecturerPrincipally, you can use a variety of media such as email, WA, Line and text message to contact me if there is an urgent need. Nevertheless you must use polite and appropriate language in sending me a text/ Email.

Complaints and Critiques on the Teaching Methodsa. For the members of the groups:

This subject has a high level of group dynamics. Given the fact that this is a group based assessment subject, students are allowed to log the peer evaluation form should they feel that there are imbalanced workloads within the individual group. If it is deemed necessary, students may ask for internal peer review (there is a form to be filled out by each member of the team, to assess themselves and their friends) that to be submitted a maximum of three days after the assignment submission date/ assignment presentation.

b. For the subject lecturers: Lecturers are open to critiques and suggestions as long as they are addressed politely. Please log your complaints and suggestions directly after the class or through email. We will try our best to solve the problems or we will try to respond the concerns promptly. Do not hesitate to discuss with us.

Attendance Attendance is the personal responsibility of each student with the academic department. Students are required to be present for the minimum of 80% of all the meetings. There is no mark improvement/ assignment addition if students fail to fulfill this requirement.

Tardiness to Class Should be on time - no arriving late tolerance.

Class rules

My expectation to the student:• Comes on time • Shut off your cell phone/phones or change it into silent mode.• Well behaved in an academic environment. • All students are expected to attend classes and complete all assignments. If you do not enter the class, please write a letter. If you are late in

delivering the permit letter in academic division within 3 days, I am not responsible for any attendance consequences.

In case you miss the class, you have freedom to have additional time to cover the remaining content.

Seminar slide (including guest lecturers) will be available on avina.lecture.ub.ac.id / via class leader, as well as copies of recommended reading.

Be active to answer questions and participate when I ask you -you have a lot of opportunities to contribute.

I hope you read the material / cases / instances before the lecture take place.

- Extra points will be awarded for each class participation. This point will included on mid test and final test.

- On a group task, the students have to discuss and work on cases/task together.

- Plagiarism will not be tolerated. Students will type all documents that are to be graded.

- All presentations will be done with PowerPoint and/or others presentation materials.

Submit your task ontime. Late submission will be penalized of 10% - 100% mark reduction

Students must speak and behave politely in and out of class, either in the in-class lectures, or through other social media (telephone, SMS, email, WA, etc);

Foods and drinks are allowed in class as long as they do not distract classmates and lectures; However, chewing gum is forbidden (considered rude);

Litters must be disposed in the disposal bins Smoking is never allowed in class. If students want to smoke, they must

ask permission from the lecturers, and they will be given 10 mins allowance for smoking in the smoking area;

Your expectation to me:• Comes on time. in case I have an urgent need I will inform it to you

(contact class chairman) => the class could be dismissed or wait for the lecturer;

• Provides relevant materials, according to the delivered syllabus. • Provides feedback for your assignments. • Give transparent marks.

The duties of Class Chairman Is responsible for preparing the lecture tools, such as LCD, AC, markers,

reserved laptop computer, sound system, etc; Is responsible for coordinating groups and assignments; Maintains ‘jarkom’ if the lecturers require so;

Provides the class data (groups) – names, students ids, emails, photos etc

Class : __________________ Date : __________________ Hour: ______________

Peer / Self Evaluation FormMarketing Communication, 2nd/Odd Semester 2015/2016

The purpose of this form is to assess a group member’s contribution to the group effort. You only need to complete this form if there is perceived inequity issues within the group. The results of this form may alter an individual’s marks for this assessment.

There are various dimensions along which group members may have contributed to the group. These include their attendance at group meetings, their level of preparedness for group meetings, the quality of their contributions to group discussions, whether they delivered what they promised to the group in a timely manner, and their ability to work towards consensus. Use the 7 point rating scale given below to rate yourself and members of your group. Please be as objective as possible, taking behaviours rather than personal style into consideration.

1 = person did not contribute to group activities2 = person contributed to group activities, but his/her contributions were minimal3 = person contributed to group activities, and the contributions were substandard4 = person contributed to group activities, and the contributions were adequate 5 = person contributed to group activities, and the contributions were good6 = person contributed to group activities, and the contributions were very good7 = person contributed to group activities, and the contributions were exceptional

The scores given by all the members of the group will be averaged to compute an average peer evaluation score for each student. Once completed, attach this form to your assignment in enclosed envelopes (The number of the sheet will correspond to the number of your group members). Incomplete forms will not be processed.

Student Name Student Number Score

Your Nama /Student Number: Self Assessment

Further comment if any:_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

FORM A Class :......

CRITERIA Score max

Student Score

Theoretical application to marketing communication criticism analysis.

/4

Evaluation quality andRecommendation/conclusion

/5

Presentation structure (coherence, logical, introduction, conclusion, time management)- involves audience

/2

Material and media usage and quality /2pacing, tone, clarity, loudness /2

/15 /15Assessment Criteria

Marketing Communication Criticism Presentation

Filled out by the studentPresentation Title : (example L4 Buyer Behaviour of Samsung Mobile)Presentation Date :Group : Attendee's number Name Student Number

(Compulsory)

1.2.3.4.5.

Filled out by the lecturerFilled out by the lecturer

Comment/Feedback:

FORM BClasss :......

Assessment Criteria IMC Planning Project Presentation

Filled out by the studentPresentation Title : (example L4 Buyer Behaviour of Samsung Mobile)Presentation Date :Group : Attendee's number Name Student Number

(Compulsory)

1.2.3.4.5.

Filled out by the lecturer

CRITERIA Score max

Score Student

Logic and IMC proposal flow /5Creativity and innovation /5Structure and presentation profesionalism (coherence, logical, introduction, conclusion, time management)- involves audience

/5

/15 /15

Comment/Feedback:

FACULTY OF SOCIAL AND POLITICAL SCIENCESCOMMUNICATION SCIENCE DEPARTMENT

Communication Assignment Coversheet

Section 1: Filled by an individual or a group leaderStudent Number: Course Code/Class

Name:

Course Title: word count:

Lecturer: Deadline

Assignment Title:

Extension Accepted: Yes/No Approval Attached: Yes/No

Hereby I / we declare: That this is my /our original work and no part of this task is copied from another

source or anyone else unless they have been listed in the references. No part of this work has been submitted to this institution or other institution. If it is proven that I / we commit fraud and false statements, I / we are ready to

accept the prevailing consequences.

Signature: _______________________________ Date: _________________

Every assignment’s authenticity will be checked by using special software

Section 2 Filled by all group members Number(COMPULSORY)

Name Student Numbers

Signature (Read the above statement)

Please make sure that All pages is secure stapled into one.

This task is collected without the plastic cover / folder. You have saved copies of this task

ANTI PLAGIARISM EXERCISE

Plagiarism can be defined as the theft of a part or all of the copyrighted works, intellect, thought, ideas, ideas, words, or writings of others. In the academic world, plagiarism is the biggest and the lowest crime. If you are caught doing plagiarism or copying, you must be prepared to accept the consequences applied, from giving a value of 0 for your assignment, do not pass the course, up to the removal / discomfiture academic degree if you commit a great mistakes.

Plagiarism can be done intentionally or unintentionally. Both are still getting the same punishment. Some causes of plagiarism among others:

1. Copy and paste or imitate a part or all of the writings of others (whether in the form of books, articles, research, thesis, etc.) WITHOUT refering to the original author.

2. Copy a part or all parts of other’s assignmet, research, article or paper (whether being admitted or not) from any source (internet, computer, friend, newspaper, magazine, etc) and admit that as his/her own work.

3. Taking a part or the whole of other’s work (from various source such as internet, book, undergraduate thesis), and so on exactly the same without showing the source.

4. Taking a part or the whole of other’s work (from various source such as internet, book, undergraduate thesis), and so on, then modify it without showing the source or quoting it in the reference list.

5. Do not write any source or reference in his/her work. 6. Using your own assignment or other’s assignment for another course, without

WITHOUT acknowledging if some or all of the tasks you've collected before (ALTHOUGH IT'S YOUR OWN WRITING).

7. In-text reference does not same with the end-text reference (bibliography).

The following are some steps to avoid plagiarism. 1. If it is not your idea (the idea of the book author, other people's theories, writings

and work), you need to acknowledge it by writing references correctly (see my example).

2. Try to paraphrase the results of your readings, but still writes the reference if it is not your original thought. Increase your references. Avoid referring to the idea of one person too much (eg. 3 paragraph only from book X).

3. Use the theories / data / arguments / news from other people/experts in order to support your arguments / strengthen your opinion.

4. Make sure you quote any source correctly. Make notes from which you get the source.

5. In case you want to copy-paste an idea, thought, theory exactly the same as the original source, use direct quotation which indicated by a quotation mark (“”), then write the source of the quotation in the reference list. If you quote more than two lines, it should start on a new line and be indented about 1.3 cm or 5 spaces from the left margin.

6. There are various ways to make a quotations. It heavily depends on the style that you choose. The general international reference styles are APA, Harvard, MLA, Chicago, etc. Whatever style you choose, you must be very consistent. I, myself prefer the APA style (Please note the following example).

ANTI PLAGIARISM EXERCISE

Example of Essay/Assignment Writing: Negotiation Vs Argumentation and Persuasion

Negotiation Vs Argumentation and PersuasionFitri H Oktaviani

Many people are confused by the difference of argumentation and negotiation, because both are a communication process to obtain the desired results. In general, the negotiations are distinguished by the argument because the argument related to the conflicting opinions and different ideas while the negotiations related to the difference in interest ( or objectives / goals (Provis, 2004). Related to this, Walton (in Provis, 2004) underlines the difference between negotiation dialogue and persuasion dialogue. He states that:

“In contrast to persuasion dialogue, negotiation is a form of interest-based bargaining where the goal is to ‘get the best deal.’ . . . The goal here is not to show that a proposition is true or right, based on evidence, as it is in a critical discussion” (1990: 412–413).

It means that negotiation is a bargaining process based on the aim to obtain the best deal. It is different from persuasion or argumentation which desired to determine which one is right and which side is wrong bases on the evident, such as in a critical discussion. Nevertheless, Provis (2004) argues that sometimes the differences are unclear, especially when we are discussing about framing of certain cases that demand public approval and acceptance.

Therefore, this essay further discusses the difference of argumentation and persuasion along with the examples as well as the role of communication in it.

And etc...REMEMBER ESSAY = YOUR OWN ARGUMENT WHICH ARE SUPPORTED BY CREDIBLE SOURCE (not a summary of a theory of incident).

Line 1-4 is my own essay idea. I do not quote other’s idea. (you don’t have to write it down in the reference list.

Line 4 – 7 is a paraphrased idea of Provis from a journal article, so, it has to be written down in the reference list.

I copy-paste this part from Waltons’ opinion in a journal article that is written by Provis, therefore it has to be written in the ref. List by stating the page number.

This is my understanding based on my reading of others’ work (you don’t have to write this in the ref. List).

Please notice the way I use the resources (that I quote) in order to strengthen my argument/opinion.

I write down the purpose of my essay in order that the reader can learn the core of my essay and the content of my future article.


BIBLIOGRAPHYProvis, C. (2004). Negotiation, persuasion, and argument.

Argumentation, 18, 95-112.Walton, D. N. (1990). What is reasoning? What is an

argument. The Journal of Philosophy, 87 (8), 339-419.

PLAGIARISM ILLUSTRATION

The above writing are free from plagiarism. How could be a plagiarism happen? I provide various instances as an illustration using some scenario.

The following is one paragraph that I quote from Deddy Mulyana’s handbook of Communication Science: An Introduction (2011), p. 46. The word communication is derived from the Latin word communis, which means "the same", communico, communicatio, or communicare which means making the same (to make common). The first term (communis) is most often referred to as the origin of the word communication, which is the root of other Latin words that are similar. Communication suggests that a mind, a meaning or a message shared equally. However, the contemporer definitions of state that communication refers to a way to share things, as in the phrase "We share thoughts," "We discussed the meaning of," and "We are sending a message”.

Scenario: students required to compose an essay about the importance of communication in an organization.

Examples of plagiarism

All references written in the text must be written in the bibliography/reference list.

This is an original work from Deddy Mulyana’s Communication Science book


Student 1

The word communication is derived from the Latin word communis, which means "the same", communico, communicatio, or communicare which means making the same (to make common). The first term (communis) is most often referred to as the origin of the word communication, which is the root of other Latin words that are similar. Communication suggests that a mind, a meaning or a message shared equally. However, the contemporer definitions of state that communication refers to a way to share things, as in the phrase "We share thoughts," "We discussed the meaning of," and "We are sending a message".

Student 2Communication is an essential means in an organization. We already found out that the word ‘Komunikasi’ or communication is derrived from the latin word communis which means the ‘same’. The term communis is commonly known as the root of other communication terminologies. Therefore, a manager cannot avoid the important role of communication in an organization.

Student 3According to Mulyana (2011) communication suggests that a mind, a meaning or a message is shared equally. 'Komunikasi' or the word Communication in English is derived from the Latin word communis, which means "the same", communico, communicatio, or communicare which means making the same (to make common). The first term (communis) is most often referred to as the origin of the word communication, which is the root of other Latin words that are similar; however, the contemporer definition states that communication refers to a way to share these things, as in the phrase "We share thoughts," "We discussed the meaning of," and "We are sending a message".

Total plagiarism because the student only copy the phrase without showing the source or without paraphrasing it.

Total Plagiarism because even though the student has paraphrased the paragraph, he/she did not provide the source.

It is a total plagiarism because although the student includes the source and twists the sentences / back and forth, he/she quotes the paragraph without paraphrasing it and he/she misquotes the source.


How to make a correct quotation? EXAMPLEStudent 4Communication is a significant matter in an organization. Contemporary definition of communication implies that communication is a shared thought, meaning, idea, or opinion activity (Mulyana, 2011). Therefore, meaning exchange among organization members is the core of organization communication. In Chenney, Christensen, Zorn & Ganesh (2004: 8) view, organization communication is the creation of meanings within an organisation. Thus, each organization member depends on each other in understanding their organisation lives. It occurs through a communication process.

EXAMPLES OF OTHER PLAGIARISMS Scenario: in another class, students are asked to write essay about motivation. The following is one of the student’s essay:

Student AB A major factor that shows or reflects the work

vitality is the person's reaction toward the organization treatment in meeting his/her expectations. Hellriegel, Slocum and Woodman (1986: 531) states that professional workers dissapointment is related to their unrealistic expectations and their ability to achieve the desired objectives which is based on a situation where they work. Niniger (1970) found that the level of employee's whose his/her expectation fulfilled is significantly higher than those whose expectations are not met.

REFERENCESPace, Wayne & Don F. Faules. (2002). Komunikasi

Organisasi: Strategi Meningkatkan Kinerja Perusahaan. Ed. Deddy Mulyana. Bandung: PT. Remaja Rosdakarya

Blues, R. (2012), Teknik-teknik Negosiasi, Alamat web: ,file:///D:/Communication%20Departement/MODUL%20BUKU/persuasi%20negosiasi/teknik%20negosiasi/10%20Teknik%20Negosiasi%20%C2%AB%20Ryan%20Blues%20Berbagi%20%5E_%5E.htm, diakses tgl. 5 Juni 201

The first sentence is the author’s sentence. Using Deddy Mulyana’s idea, however the student put Deddy’s idea in paraphrase and write it in the reference list.

Student’ argumentation/claim based on his/her understanding in the source’s ideas/thoughts.

Usinh another source to enhance his/her writing and avoid plagiarism. Writing a correct direct quotation.

Notice the quotation in this text:Hellriegel, Slocum, dan Woodman (1986,p. 531) Niniger (1970)

References’ contents do not same with the ‘in-text references’.

ReferencesArgenti, P. A. (2009). Corporate communications. Boston: McGraw

Hill-Irwin.Ashkanasy, N. M. (2004). Leadership in the Asian century: Lessons

from GLOBE. International Journal of Organisational Behaviour, 5(3), 150–163.

Faizal, E. B. (2011, 5 July). More jobs 'does not mean' decent work, The Jakarta Post. Retrieved from http://www.thejakartapost.com/news/2011/05/07/more-jobs'does-not-mean'-decent-work.html.

Mason, J. (2002). Qualitative researching (2nd ed.). London: Sage Publications Ltd.

Mulyana, D. (2011). Ilmu komunikasi: Suatu pengantar. Bandung: Rosda.

McKenna, B. & Rooney, D. (2008). Wise leadership and the capacity for ontological acuity. Management Communication Quarterly, 21(4), 537–546.

OECD. (2008). Improving labour outcome. Paris: Organisation for Economic Cooperation and Development.

Tambunan, D. B. (2008).The professional phenomena of family business. Paper presented on ISB Asian Invitational Conference on Family Business, Indian School of Business, Gachibowli.

Tasci, A. D. A., & Gartner, W. C. (2009). A practical framework for destination branding. In L. A. Cai, W. C. Gartner & A. M. Munar (Eds.), Bridging Tourism Theory and Practice (Vol. 1, hal 149-158). London: Emerald group publishing.

For further guide please see the full APA reference guide

Try not to refer to blogs and wikipedia. You can read it as a basic knowledge, but should not use it as a scientific reference, unless, you study the blog itself.

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