Course Information Undergraduate prospectus

The Art of Communication

Course summary

Course code: BUSI1014
Level: 0
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Andrew Sinclair



The aim of the course is to allow students to develop an understanding of the communications processes and explore these concepts within a wider cultural, social and historical perspective. The course will allow students to gain the skills and confidence to support the demands and challenges of their future programmes of academic study, with an emphasis on the ability to present ideas more effectively both in written and oral form.

Learning outcomes

On successful completion of this course a student will be able to:

1 To raise an awareness of the medium and the message, and the influence that one can have on the other.
2 To explore the role that non-verbal communication plays in the communication process and to begin to develop an awareness of cultural diversity, culture and societal codes, and the impact these have on the communication process.
3 To develop an appreciation of the role of language and rhetoric in shaping the message and how these are employed by the media, along with the role of propaganda and spin.
4 To begin to develop a critical awareness of the effect of technologies on the communication process in terms of its effects on the individual and on society as a whole.
5 To begin to develop the confidence and skills to present ideas in both written and oral form.

Indicative content

Non-verbal communication;
Societal codes and the effect of cultural differences on the communication process;
Some communication models;
Communication and the use of language in oral and written communication;
Propaganda and spin;
The power of the mediated message (moral panics and the communication of fear);
Telling Stories & the creation of myths (The Krays – a case study)
Taboos and communication;
The social and the isolated self – communication in the age of social media.

Teaching and learning activity

The course comprises of lectures, seminars and tutorials. The lectures are interactive and students are encouraged to voice their opinions; a more informal atmosphere is of enormous benefit for students, particularly those whose first language is not English because students quickly develop the confidence to air their opinions and concerns. Such an atmosphere is also very useful in breaking down barriers and developing trust. The project and presentation are useful vehicles not only for the development of academic skills, but for useful transferable skills. The course Moodle page will cover all aspects of the course and in addition to this, a course reader is also made available in hard copy.


Individual Project - 70% weighting, 40% pass mark.
Learning outcomes 1 - 5.
A mini project of the student’s choice to be agreed with tutor. 1500 words.

Group Presentation - 30% weighting, 40% pass mark.
Learning outcomes 1 - 5.
A group presentation on how an organisation or brand communicate their image.

Formative Assessment:
Q & A
Practice Exercises in tutorials/seminars/online activities