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Module Title
Communication Principles And Practice

writing, presenting, proofreading, editing, summarising. Genre, audience, purpose. Communication models and contexts, NVC, digital impact.

SCQF Points30
ECTS Points15
CreatedApril 2016
ApprovedJuly 2016
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None, in addition to SCQF 7 entry requirements or equivalent.

Corequisite Modules


Precluded Modules


Aims of Module

Develop awareness of principles and practice of communication in academic and current industry settings. Develop competence in appropriate skills, techniques and processes of communication. Promote critical understanding of communication models and their application to relevant communication contexts. Examine the impact of digital communication tools upon communication postulates.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Produce written communication that is clear, coherent, literate and appropriate to purpose and target audiences.
2. Recognise, discuss and critique essential principles, concepts and models within the communication process.
3. Apply communication principles and models to practical professional contexts
4. Demonstrate the ability to evaluate information from a variety of sources and reference sources appropriately.
5. Demonstrate a professional sense of procedure and presentation in writing assignments, meeting deadlines, proofreading and revising documents prior to submission.

Indicative Module Content

Conventions of academic and professional writing are examined and practiced. Examine the role of audience, genre and purpose. Grammar, proofreading, editing and summarising. Citing and referencing. Communication contexts and models are discussed and critiqued. The role of the behavioural sciences in communication is studied. Channels and media of communication are considered. The impact of digital communication practices is analysed.

Indicative Student Workload

Contact Hours

Full Time
Lectures 24
Seminars/workshops 24

Directed Study


Private Study


Mode of Delivery

This is a workshop based course, supplemented with library sessions and guest lectures. The workshops consist of lectures, which are then discussed in class. Elements of the lecture are then put into practice in a class exercise in order to underpin learning.
Students are expected to contribute to critical discussion and engage in student-centred activities.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,4,5
Component 2 1,2,3,4,5



Indicative Bibliography

1.COTTRELL, S., 2011. Critical thinking skills. 2nd ed. Hampshire: Palgrave MacMillan.
2.COTTRELL, S., 2008. The study skills handbook. 3rd ed. Hampshire: Palgrave MacMillan.
3.DEVITO, J., 2002. Essentials of human communication. 4th ed. Boston: Allyn and Bacon.

4.FISKE, J., 1990. Introduction to communication studies. London: Routledge.
5.PRICE, S., 1996. Communication studies. Harlow: Longman.
6.PRICE, J. and PRICE, L., 2002. Hot text: web writing that works. Indiana: New Riders.
7.REDMAN, P., 2006. Good essay writing. 3rd ed. London: Sage.
8.ROBINSON, Z. and PEDLEY-SMITH, S., 2010. A student's guide to writing business reports. Wokingham: Kaplan publishing.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781