So, this is it. I am already in my 3rd semester in Master of Corporate Communication programme at UPM. It has been surreal as well as varicolored experience to be able to do what I have always want to do and always know that I have certain amount of strength to excel and possibility to soar high in the arena.
I can be like Natalie Portman. Sure, I have left my Science Lab coat away from Microbiology; but I am now pursuing my passion – arts and science of Communication!
Nevertheless at this juncture, I am starting to feel the heat. This is really an important semester for me. I cannot afford to be doing hanky-panky effortless deeds. I have to constantly be in my most “Kiasu” or Go-Getter attitude; even vigorous than the previous semesters as this semester carries bigger weightage & not far-fetched to be earmarked as the pre-cursor to my upcoming plans for the future!
The books that I have borrowed from UPM Library – Perpustakaan Sultan Abdul Samad for this 3rd Semester.
For this 3rd semester, I am taking :-
- “Theory & Practices of Corporate Communication” ;
- “Organizational Communication” ;
- “Principles of Advertising” ;
- Research Paper – “Cadbury’s Image Repair & Malaysians’ Perceptions Towards Its Halal Image”.
“Theory & Practice of Corporate Communication.”
The first class which is “Theory & Practices of Corporate Communication” is taught by The Head of Communication Department, Dr. Muhamad Rosli bin Selamat. This class can be vouched as the “heart of the Corporate Communication” in UPM – of which would encompass all essential disciplines of Corporate Communications such as :-
- Managing corporate image, identity & reputation;
- Branding & corporate writing;
- Investor relations;
- Employee communication;
- Government affairs & Government-Linked Companies (GLCs);
- Corporate Social Responsibility (CSR) ;
- Customer relations;
- Corporate Communication Research
I am quite hysterical with this class because the assignments are quite ambitious and heavy – which is actually a good practice for us – but needs extra attentions. Dr. Rosli prefers primary data so it would be best if we could organize some interviews with the persons in charge for the corporate communication aspect of the organization in question. I don’t know; I am kinda in a limbo continuum now; I want to do the best as I am not taking this Master’s Degree ‘for fun’ or to simply ‘to get mediocre Masters’ as I have my own GOAL; but I am not sure whether I could conduct many interview appointments to obtain primary data for my assignments which are :-
- Assignment 1 (solo) – To discuss the development of corporate communication practice in Malaysia (with references to be quoted from 2010 onward; preferably to have primary data!) ;
- Assignment 2 (solo) – To discuss corporate communication practice in sport tourism industry in Malaysia (with references to be quoted from 2010 onward; preferably to have primary data!)
- Assignment 3 (Pair Work) – Comparative analysis of the practice of corporate communication in 2 private universities (definitely interviews are MUST to guarantee primary data!)
“Principles of Advertising”.
As for “Organizational Communication”, it is taught by Assoc. Prof. Dr. Zulhamri Abdullah. It is interesting to hear his experiences on the real organizational communication realms and how one can integrate that to harness the ambitions aspired hand-in-hand with the powerful channels possessed. For “Principles of Advertising”, it is taught by Dr. Nor Azura Adzharuddin and I am quite excited with the syllabus / pro-forma contents as the subject is quite similar to “Integrated Marketing Communication” of which I have taken last semester (2nd semester; REFER to https://undomiel84.wordpress.com/2014/11/29/integrated-marketing-communication-kom-5325-presentation-nikes-dilemma-the-tiger-woods-sex-scandal/) but the focuses are more converged into advertising! Some of the assignments to be done would be involving us doing :-
- Radio jingles;
- TV advertisement story boards;
- flash videos ads; – and many more!
The poster and billboard of Angie while endorsing Integrate brand of Shiseido. My lecturer told in our first class that a research found that the bigger the image of an advertisement is displayed, the more efficient and the more attractive it becomes towards the public. Can you see Angie’s big eyes? (,”)
Finally, I have opted for Research Project !! Since this programme does not offer any thesis writing, the options are whether students are to do Research Project (but student has to score at least B+ for 2 subjects that are “Communication Research Methods” & “Statistics for Communication Research”) ; or Comprehensive Examination (CE). It is not going to be easy ride but since the first time that the idea to further study clicked in my mind and to envision myself to become lecturer in this field; I have vow to do Research Project. By doing this, it can serve as a valuable accessory to my certificate and to add credibility to sell myself to be eligible as PhD candidate.
Angie’s advertisement shot in Cambodia, when she endorsed Louis Vuitton’s “Core Values” campaign. She was pictured with her seasoned Monogram Alto Holdall. The mission of the campaign? To target on the ‘real people.’
Yes, when I took “Communication Research Methods” back in Semester 1, Assoc. Prof Dr. Abdul Muati advised us to really do it carefully so that it could serve as our solid foundation for Research Project. I did on “The Relationship Between Tagline Usage & Beauty Umaira’s Marketability”; REFER to https://undomiel84.wordpress.com/2014/05/09/stressful-phase-gone-beserk-a-proposal-for-research-communication-methods-as-kiasu-as-it-is/; but then as the time goes by, I’ve decided not to use that but to tackle on the Halal issue of a brand and to incorporate another element which is quite close to my heart which is Islamic Communication (Yes, I had Microbiology degree; but my minor was Islamic Studies back in USM!) into the research. Hence, I have decided to tackle on that issues as per my blog writing in https://undomiel84.wordpress.com/2014/11/23/a-thought-fr-masters-degree-mini-project-islamic-communications-an-uncharted-waters/.
It is said that “sex sells advertisement”. How true is this? I guess we can discuss it in our classes. But these two iconic ads managed to catapult both models to stardom – Mark Walhberg for Calvin Klein underwear (a ticket to Hollywood!) and Claudia Schiffer for Guess.
I remembered that I used to have conversation about this with the late Kak Ti (bless her soul. Miss her!) as she was very much a sister- figure and confidante regarding my Master’s Degree life; we even met Dr. Muati just to get a brief idea on it and planned to conduct several meetings to discuss on this. She also suggested that I take a look at our seniors’ project presentations and she would alert me on that. But of course, everything was just fragment of history. Inalillah. She already drafted out her plan – she would not be doing Research Project but would want to do Comprehensive Examination instead. So, she suggested that I approached Dr. Muati to be my supervisor.
And Alhamdulillah; Assoc Prof Dr. Abdul Muati (I am obsessed with his classes! Haha!) agreed to become my supervisor and he also gave approval for my title that I have concocted which is “Cadbury’s Image Repair & Malaysians’ Perceptions Towards Its Halal Image.” It is quite intimidating but I am willing to give my all 100% to it. This is my opportunity to soar high. I have to take this opportunity to learn as much as I can; tapping the knowledge from classes, lecturers, supervisor and also reading on journals, etc.
It is interesting to note that Cadbury has an excellent Corporate Communication team. They have exhausted all kinds of approach to assuage the communication crisis – depicted were the ‘localization & Islamic’ approaches. I am curious to find and measure about the Malaysians’ perceptions towards this. (.”)
On whole, this 3rd semester is an important one for me. I have to say that apart from the Master’s Degree’s pressure, I am also about to be tested financially – my salary would be deducted RM800 (I know for some it is miniscule; but for a greenhorn like me, it is HUGE; apart from my car, my rent house, my “Kutu” commitments, etc) per month for my housing loan (and I am yet to move in!) commencing this March (damn!) and GST will be applied on 1st April (another financial woe!).
My Research Project for my Master of Corporate Communication in UPM – “Cadbury’s Image Repair & Malaysians’ Perceptions Towards Its Halal Image.” Hopefully, all is well. I am also dying to measure the findings! (,”)
In the end, by hook or crook, I have to face this. I have to be brave. Life is not easy but you have to face it. I have a childlike face; but I know I have a strong heart. Like what Angie said – “Be brave, Be bold, Be free.”
Angie’s Shiseido’s advertisement video. Simple yet sensual. The power of celebrities via TEARS Model is immense!