UNIVERSITI TEKNOLOGI MARA

COURSE INFORMATION

Confidential

Course Code : PRO600

Course Name (English) : STRATEGIC FINANCIAL PUBLIC RELATIONS APPROVED

Course Name (Malay) : PERHUBUNGAN AWAM KEWANGAN STRATEGIK

Course Level : 6 - Bachelors Degree

SLT : 135 Hours

Equivalent to 3 Credits

Face to Face: 53 Hours

Non Face to Face: 0 Hours

Student Preparation Time: 82 Hours

Pre-Requisite Courses : No course recommendations

Co-requisite Courses : No co-requisite Courses listed

Equivalent Courses : No equivalent Courses listed

Teaching Period Duration : 17 Weeks

Resource Person : WAN NORBANI BINTI WAN NOORDIN

National Education Code : (3)Social Sciences, Business and Law

Delivery Period Duration : 1 Semester

Faculty Name : FACULTY OF COMMUNICATION AND MEDIA STUDIES Start Year : 2022
© Copyright Universiti Teknologi MARA Review Year : 2022
Course Learning Outcomes

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

1. Organize managerial skills through integration of ideas related to strategic financial public relations activities. ( A4 )
2. Integrate concepts of professionalism in strategic financial public relations with the development of stakeholder
relationship. ( A4 )
3. Examine the requirements of Bursa Malaysia, Securities Commission Malaysia, and Malaysia Code of Corporate
Governance. ( C4 )

Course Description

This course introduces the students to financial public relations and its relationship to the overall public relations practice. It
provides the students with the knowledge and skills on financial public relations planning, investor relations concepts, and
the diverse strategic financial publics, including relationship with regulatory bodies and business partners.

Syllabus Content

1. 1. Strategic Financial PR

• Definition
• Understanding the scope of strategic financial public relations

2. 2. Investor relations and Reputation Management

• Define the concept of investor relations

• Define and discuss what is reputation and reputation management

3. 3. Financial Publics- Part 1 (CLO3)

• Investors : Individual and institutional

• Media
• Regulatory bodies : Bursa and Security Commissions

4. 4. Financial Publics -Part 2 (CLO1)

• Portfolios managers
• rating Agencies/Investment advisory services
• analyst
• others

5. 5. Financial Concepts(part 1):

• Valuation, Market Value, Stock Exchange

6. 6. Financial Concepts (part 2):

• Merger and Acquisition, disclosure

7. 7. Financial and Corporate Narratives- Part 1

• Packaging the story

• Publications and reports(press release, product pipeline report and company initiated research report

8. 8. Financial and Corporate Narratives- Part 2 (CLO2)

• Annual and quarterly reports

9. 9. Communicating and promoting on digital technologies-Part 1 (CLO1)

• Website, social media

Faculty Name : FACULTY OF COMMUNICATION AND MEDIA STUDIES Start Year : 2022
© Copyright Universiti Teknologi MARA Review Year : 2022
10. 10. Communicating and promoting on digital technologies- Part 2 (CLO1)

• Podcast, blogs etc

11. 11. Investor relations activities:Part 1 (CLO3)

• Conference call,
• roadshow,
• plant tour,
• AGM,
• Conference

12. 12. investor relations activities: Part 2 (CLO3)

• Strategic Financial PR practice: Industry and knowledge sharing session

13. 13. Governance: Part 1 (CLO3)

• Investor Relations Ethics and regulations(Bursa Malaysia and Security Commission

14. 14. Governance: Part 2 (CLO3)

• Investor Relations Ethics and regulations(Bursa Malaysia and Security Commission

Teaching Methodologies

Case Study
Discussion
Field Trip
Industrial Talk
Journal/Article Critique
Lectures
Presentation
Web Based Learning

Proposed % Marks Approved by KPP

Question Difficulty Levels Range

C1 - C2 5 - 15

C3 - C4 65 - 75

C5 - C6 15 - 25

Assessment

Continuous 100.00%
Assessment: Assignment - 30% out of 30 on Week 8. Passing Mark(s): 15
Individual assignment Social Media Monitoring Analysis
CLO: 2

Assignment - 40% out of 40 on Week 12. Passing Mark(s): 20

Group Assignment : Case analysis and presentation (Role playing on financial PR process and
activities such as AGM, road show, conference, earnings presentation etc)
CLO: 1

Final Test - 20% out of 20 on End of Semester. Passing Mark(s): 10

A take home test
CLO: 3

Seminar - 10% out of 10 on Week 11. Passing Mark(s): 5

Invite a speaker to come and speak in the class about topics related to the subject

Faculty Name : FACULTY OF COMMUNICATION AND MEDIA STUDIES Start Year : 2022
© Copyright Universiti Teknologi MARA Review Year : 2022
 Invite a speaker to come and speak in the class about topics related to the subject
CLO: 3

Transferable Skills

Investor relations Decision making Event management Effective communication

Special Regulation

This Module has no special regulation

Reassessment Requirement

Repeat the Course

Reassessment Description

The assessment of this Course is inextricably linked to the delivery. The student must reattend the Course in its entirety in
order to be reassessed.

Recommended Text

This module does not have any recommended text

References

This module does not have any references

Other References

1. Bursa Malaysia, Investor Relations: Put into Practice, Bursa Malaysia Bhd, URL:
http://www.mira.com.my/misc/publication_theWorkbk.pdf
2. Bursa Malaysia, Investor Relations Guide Book, Bursa Malaysia Bhd, URL:
http://www.mira.com.my/misc/publication_putInto.pdf
3. Kelly, K. S., Laskin, A. V., & Rosenstein, G. A., Investor relations: Two-way symmetrical practice, Journal of Public
Relations Research, 22(2), 182-208., 2010, URL: n/a
4. Laskin, A. V, Investor relations as a public relations function: A state of the profession in the United States, Journal of
Public Relations Research, 26(3), 200-21, 2010, URL: n/a
5. . DiStaso, M. W., Michaelson, D., & Gilfeather, J, A Communication Guide for Investor Relations in an Age of Activism.,
Business Expert Press., 2017, URL: n/a
6. Bowman, P., & Bing, R., Financial public relations. Butterworth, Heinemann., 2014, URL: n/a
7. Tong, S. C. (2013)., Media reputation in initial public offerings: A study of financial news coverage in Hong Kong,
Public Relations Review, 39(5), 470-483., 2013, URL: n/a
8. n/a, . Bursa Malaysia, Investor Relations: Put into Practice, Bursa Malaysia Bhd, URL:
http://www.mira.com.my/misc/publication_theWorkbk.pdf, n/a, URL: n/a
9. n/a, Bursa Malaysia, Investor Relations Guide Book, Bursa Malaysia Bhd, URL:
http://www.mira.com.my/misc/publication_putInto.pdf, n/a, URL: n/a
10. n/a, Security Commission Malaysia: https://www.sc.com.my, n/a, URL: n/a
11. n/a, Steven M. Bragg, The investor relations guidebook, 3rd, Accounting Tools, Inc., 2017, ISBN: 978-19389108, n/a,
URL: n/a

Course Extra Information

This Module has no extra information

Faculty Name : FACULTY OF COMMUNICATION AND MEDIA STUDIES Start Year : 2022
© Copyright Universiti Teknologi MARA Review Year : 2022
 UNIVERSITY TEKNOLOGI MARA

COURSE LEARNING OUTCOMES - MOE LEARNING OUTCOMES - SOFT SKILLS LEARNING OUTCOMES RELATIONSHIP MATRIX

COURSE CODE PRO600 FACULTY / ACADEMY FACULTY OF COMMUNICATION AND MEDIA STUDIES

COURSE NAME (IN ENGLISH) STRATEGIC FINANCIAL PUBLIC RELATIONS CREDIT UNIT 3

COURSE NAME (IN MALAY) PERHUBUNGAN AWAM KEWANGAN STRATEGIK Resource Person WAN NORBANI BINTI WAN NOORDIN

Achievement of MOHE Learning Outcomes(LO) Achievement of Soft Skills Learning

Outcomes(SS)

Course Learning Outcomes 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 1 2 3 4 5 6 7

(CLO)

CLO1 Organize managerial

skills through
integration of ideas
related to strategic /
financial public
relations activities.
( A4 )

CLO2 Integrate concepts of

professionalism in
strategic financial
public relations with
the development of / /
stakeholder
relationship.
( A4 )

Archievement of MOHE Learning Outcomes Soft Skills Learning Outcomes

1. Knowledge 1. Critical Thinking and Problem-solving Skills

2. Practical Skills 2. Communication Skills
3. Thinking and Scientific Skills 3. Team Skills
4. Communication Skills 4. Ethics & Moral Professionalism
5. Social skills, Teamwork and Responsibilities 5. Life-long Learning & Information Management
6. Values, Ethics, Moral and Professionalism 6. Entrepreneurial Skills
7. Information Management and Life Long Learning 7. Leadership Skills
8. Management and Entrepreneurship
9. Leadership Skills
10. Cognitive
11. Interpersonal Skills
12. Digital Skills
13. Leadership,autonomy and responsibility
14. Personal Skills
15. Entrepreneurial skills
16. Numeracy Skills
17. Ethics and Professionalism

Faculty Name : FACULTY OF COMMUNICATION AND MEDIA STUDIES Start Year : 2022
© Copyright Universiti Teknologi MARA Review Year : 2022
 Achievement of MOHE Learning Outcomes(LO) Achievement of Soft Skills Learning
Outcomes(SS)

Course Learning Outcomes 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 1 2 3 4 5 6 7

(CLO)

CLO3 Examine the

requirements of Bursa
Malaysia, Securities
Commission Malaysia, /
and Malaysia Code of
Corporate
Governance.
( C4 )

Archievement of MOHE Learning Outcomes Soft Skills Learning Outcomes

1. Knowledge 1. Critical Thinking and Problem-solving Skills

2. Practical Skills 2. Communication Skills
3. Thinking and Scientific Skills 3. Team Skills
4. Communication Skills 4. Ethics & Moral Professionalism
5. Social skills, Teamwork and Responsibilities 5. Life-long Learning & Information Management
6. Values, Ethics, Moral and Professionalism 6. Entrepreneurial Skills
7. Information Management and Life Long Learning 7. Leadership Skills
8. Management and Entrepreneurship
9. Leadership Skills
10. Cognitive
11. Interpersonal Skills
12. Digital Skills
13. Leadership,autonomy and responsibility
14. Personal Skills
15. Entrepreneurial skills
16. Numeracy Skills
17. Ethics and Professionalism

Faculty Name : FACULTY OF COMMUNICATION AND MEDIA STUDIES Start Year : 2022
© Copyright Universiti Teknologi MARA Review Year : 2022
 UNIVERSITY TEKNOLOGI MARA

COURSE LEARNING OUTCOMES - TAXONOMY LEVELS

COURSE CODE PRO600 FACULTY / ACADEMY FACULTY OF COMMUNICATION AND MEDIA STUDIES

COURSE NAME (IN ENGLISH) STRATEGIC FINANCIAL PUBLIC RELATIONS CREDIT UNIT 3

COURSE NAME (IN MALAY) PERHUBUNGAN AWAM KEWANGAN STRATEGIK Resource Person WAN NORBANI BINTI WAN NOORDIN

COGNITIVE PSYCHOMOTOR AFFECTIVE

COURSE OUTCOMES
C1 C2 C3 C4 C5 C6 P1 P2 P3 P4 P5 P6 P7 A1 A2 A3 A4 A5

Organize managerial skills through

1 integration of ideas related to strategic /
financial public relations activities.
( A4 )

Integrate concepts of professionalism in

2 strategic financial public relations with the /
development of stakeholder relationship.
( A4 )

Examine the requirements of Bursa

Malaysia, Securities Commission Malaysia,
3 and Malaysia Code of Corporate /
Governance.
( C4 )

Faculty Name : FACULTY OF COMMUNICATION AND MEDIA STUDIES Start Year : 2022
© Copyright Universiti Teknologi MARA Review Year : 2022
 UNIVERSITY TEKNOLOGI MARA

COURSE OUTCOMES

COURSE CODE PRO600 FACULTY / ACADEMY FACULTY OF COMMUNICATION AND MEDIA STUDIES

COURSE NAME (IN ENGLISH) STRATEGIC FINANCIAL PUBLIC RELATIONS CREDIT UNIT 3

COURSE NAME (IN MALAY) PERHUBUNGAN AWAM KEWANGAN STRATEGIK Resource Person WAN NORBANI BINTI WAN NOORDIN

ACHIEVEMENT OF MOE LEARNING OUTCOMES

TEACHING
COURSE LEARNING OUTCOMES METHODOLOGY ASSESSMENT
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17

Organize managerial skills Lecture Assignment

1 through integration of ideas /
related to strategic financial public
relations activities.

Integrate concepts of Lecture Assignment

professionalism in strategic
2 financial public relations with the /
development of stakeholder
relationship.

Examine the requirements of Lecture Seminar

Bursa Malaysia, Securities Final Test
3 Commission Malaysia, and /
Malaysia Code of Corporate
Governance.

Faculty Name : FACULTY OF COMMUNICATION AND MEDIA STUDIES Start Year : 2022
© Copyright Universiti Teknologi MARA Review Year : 2022