Azerbaijan University

School of Business

MBA 8015 Strategic Communication Fall 2010

Instructor: Tural Ahmadov

Email: tural_teymurogly@yahoo.co.ukCell Phone: 055 609 21 37

Office Hours: By appointment

COURSE DESCRIPTION

This course presents communication as integral to management strategy and as a critical component for success in the workplace. In this class, you will develop a foundation for designing effective messages, both written and oral, from concept to delivery. You will use a strategic communication model to identify objectives, analyze audiences, choose information, and create the most effective arrangement and channel for that message. Particularly, the course emphasizes elements of persuasive communication: how to design messages for diverse and possibly resistant audiences and how to present that information in a credible and convincing way.

Specifically, you will practice drafting and editing clear, precise, and readable written business documents as well as learn to design documents to make information easily accessible to a busy, executive-level reader. In addition, you will develop and deliver an individual presentation, using appropriate and effective visual support, in which you present a persuasive argument that demonstrates relevance and benefits to an audience at different levels of expertise or interest.

Further, because effective group communication is a necessity in today’s workplace you will learn and practice skills in low structure presentations, managing meetings, dealing with conflict, and leveraging the power of diversity, at both the individual and cultural level. COURSE OBJECTIVE & OUTCOME

Upon successful completion of this class, you will be able to: Use a strategic communication model and critical thinking to identify

objectives, analyze audiences, and choose the most effective structure and style for delivering strategically sound written and spoken messages.

Practice principles of effective business writing and document design in all written documents.

Design and deliver a persuasive presentation that convinces the audience of the topic’s relevance and overcomes resistance, using appropriate visual support and adhering to a specified time limit.

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Employ principles of effective group communication to cultivate trust and understanding, increase open participation, and strengthen decision making in work groups and teams.

Build an understanding of different organizational cultures, business practices, and social norms to communicate more effectively in domestic and cross-cultural business contexts.

Analyze a company’s communication processes or key messages and recommend changes that can help advance communication as an integral part of that organization’s management strategy.

As a team, design and deliver a presentation that both informs and persuades, using an appropriate visual support strategy and adhering to a specified time limit.

PRIMARY TEXTBOOK & INTERNET RESOURCE

The primary required textbook is Courtland L. Bovee’s Business Communication Today, tenth edition, 2010, Pearson. Use http://mybcommlab.com to test your understanding of the concepts presented in each chapter and explore additional materials that will bring the ideas to life in videos, activities, and an online multimedia e-book.

CORE COMMUNICATION SKILLS & REQUIRED ASSIGNMENTS

Business Communication course focuses on a core set of communication skills and requires assignments that support students in their learning of these skills. Students can expect to work on this core set of skills in all sections, although individual sections may add or substitute specific assignments that teach the same skills and fulfill the same course objectives. These communication skills and the types of assignments that teach those skills are described below.

Written Communication: Students write letters, memos, proposals, formal and informal reports, work plans, email evaluation, and progress reports.Oral Communication: Oral presentations from 10-20 minutes long address informative, persuasive, and extemporaneous methods of delivery. Some oral presentations require the use of visual aids such as handouts, overhead transparencies, and presentation software such as PowerPoint.

GRADING, KEY CONTENT AREAS, & REQUIRED ASSIGNMENTS

Grades are based on a student’s work in two key content areas. These content areas reflect the mission of the course, the course objectives, and the core communication skills that students are expected to learn. Each of these content areas represents a fixed percentage of the course’s content. In two of these areas, there are a minimum number of specific assignments required for all sections of the course. Students should review the required assignments.

Two key content areas:

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Assign

p

Written Communication Including a minimum of Two a 2-page long assignment (e.g., memos, emails, letters,

summaries, email evaluation etc.). One business research report or proposal

Oral Communication Including a minimum of One group or individual presentation

GRADED ASSIGNMENTS

Assignments Grade WeightsParticipation 5%Written Communication Two 2-page long assignmentA three page long business research report or proposal

25%5+515

Oral Communication (plus email evaluation)A group/individual presentation (persuasive)

20%

Mid-term exam 20%Final exam 30%Total 100%

The final grading scale will be as follows: A+, A, A-, B+, B, B-, C+, C, C-, D+, D, D-, F.

Scores AKTS scoresA+ = 97 – 100A = 93 – 96 A = 90 – 100A- = 90 – 92B+ = 87 – 89B = 83 – 86 B = 80 – 89B- = 80 – 82C+ = 77 – 79C = 73 – 76 C = 70 – 79C- = 70 – 72D+ = 67 – 69D = 63 – 66 D = 60 - 69D- = 60 – 62F = 0 – 59 E = 50 – 59

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Fx = 40 – 49F = 0 – 39

ATTENDANCE POLICY

Since teaches both conceptual knowledge and skills, daily attendance and active participation in the class are required. Students should view class attendance as they would work attendance and communicate to their peers and instructor in an appropriate manner. If your absences exceed three classes, your final grade is impacted by a minimum of a 1% deduction of your final grade per absence.

BUSINESS COMMUNICATIONSWriting Instructions for General Business Writing

Format

The image you are presenting through format, spacing, font, layout, and appearance should be consistent with the message, tone, and relationship you are trying to convey to the reader.

Business documents should be uncluttered and easy to read. Short paragraphs and sentences are preferred; paragraphs may have less than

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three sentences and should convey a focus on one idea or concept. All paragraphs should begin with a topic sentence and highlighting (headings, bullet lists, etc.) should be used to make the document accessible to readers who may only scan the document.

Justify left margins only, include page numbers on all documents greater than one page, and follow your instructor’s instructions on specific margins, fonts, and formatting.

Single-spaced assignments: first line of paragraphs should NOT be indented but should have flush left margins, leaving one blank line between paragraphs.

Double-spaced assignments: first line of paragraphs should be indented ¼ to ½ inch (about 5-7 spaces) with no extra lines between paragraphs.

Organization

Logically organize data and ideas.

Use transitions to add coherence, guide the reader, and make the document easy to scan.

For all direct approach assignments, lead with your recommendation, request, information, or answer, and then provide supporting details (why are you writing?). All indirect approach assignments will follow the opposite strategy (facts/reasoning, then conclusion).

Include only those details absolutely necessary to follow your line of logic, leaving all other data to an attachment, appendix, or available on request.

Specify in the closing or conclusion what you want the reader to do.

Style

The tone should reflect an understanding of the audience’s needs and perspective.

Check for the 7Cs: Clear – Use precise, vigorous words and active voice Conversational - Group your ideas, no trite phrases, no jargon, no

pompous, "lawyer" language Courteous – Use straightforward, respectful tone Coherent – Use transitions and order ideas logically Concise - No redundancies: not wordy, minimal use of perfect tense Complete - No assumptions: use adequate detail and audience

perspective evident, reflect likely audience questions/concerns Correct - Accurate information: error free

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Use present, past, future tense - avoid perfect tense in direct format business writing (replace "I have had experience..." with "I worked...").

Use first and second-person (I am; he is) and avoid third-person (one is) in conversational, direct format assignments. Note professor instructions for more formal letters and reports where pronouns, first-person, and contractions (e.g. I’ll, it’s, etc.) may be inappropriate.

Use active voice in direct format business writing ("Captain Handsome saved the baby" instead of "the baby was saved by Captain Handsome").

Write in the affirmative. Using a positive statement (e.g. Please park on the upper two floors) maintains a friendlier tone and usually states things more directly than using negatives (e.g. Please do not park on the first two floors).

Maximize the vigor of your writing Avoid overuse of noun phrasing (verbs turned into nouns: violation,

consideration, discovery, failure). Avoid noun stacking (when two or more nouns are used in a row

unnecessarily) e.g. Based on an extensive training needs assessment vs. Based on an extensive assessment, the team identified the following training needs….

Eliminate redundancies (e.g. basic fundamentals) and compound prepositions (e.g. at which time vs. when).

Use precise, vigorous verbs (identify or analyze instead of think about, assert instead of say).

Avoid the following common style mistakes:

Using "feel" or "love" or other emotional words (replace "feel" with "think" or "understand").

Using slang, idioms, humor, or overly colorful, flowery language (just the facts).

Using offensive or inappropriate language. Using overly trite or 'lawyerly' language (in which, in order to, with

regards to). Using multiple prepositional phrases, jargon, or complex

words/phrases - keep sentences short and clear.

Mechanics

Proofread for correct spelling, grammar, punctuation, names and numbers, and parallel construction (within lists, bullets, etc).

Demonstrate the following proficiencies: No run-ons (fused sentences or comma splices) or inappropriate

fragments No subject/verb agreement errors No pronoun agreement errors No pronoun reference problems

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No misused, dangling, or misplaced modifiers Commas used correctly No spelling/word choice errors 

Review comma and other punctuation rules - note particularly

Use Oxford comma rule - include a comma in the last item in a series: "We bought milk, eggs, and butter."

Use commas when linking two COMPLETE sentences with a coordinating conjunction (and, but, for, nor, or, yet, so).

Use a comma after any introductory subordinate clauses (after, since, if, because, while, unless, as...) or a conjunctive adverb (however, therefore, nevertheless, consequently).  Do not use a comma before a subordinate clause in the middle or end of a sentence.

Use a comma to separate non-essential modifiers within a sentence (when you can remove the modifier without affecting the primary meaning of the sentence) e.g. We bought the car, which was red with tan leather interior, from our neighbor. Note: That clauses after nouns are always essential and do not require commas - e.g. The apples that fell out of the basket are bruised.

Use a comma before elements/clauses when additional thought is incidental, explanatory, or contrasting: "Not only did I get the interview, but also the job."

Use lower case and periods to indicate time (10:00 a.m., 9:30 p.m.). Use numbers correctly:

o Write out numbers one through ten o Refer to numbers 11 and above as Arabic numerals except at

the beginning of sentences o If mixed within a sentence, be consistent (typically use Arabic

numerals for all)o Begin sentences with words, not numerals

Place periods and commas inside closing quotations marks (As King said, “I have a dream.”).

Use a comma after each element in a date or a geographical name (on December 7, 1941, Japanese warplanes bombed Pearl Harbor. We will hold the meeting in Austin, Texas, at corporate headquarters). No comma is needed if you only use the month and year (We will hold our meeting in January 2008 at the City Club) or if you only use the month and date (We will hold our meeting on January 12th at the City Club).

Avoid the following mechanical errors:

Failing to make all sentences and lists grammatically and conceptually parallel.

Failing to capitalize the word “The” when writing “The University of Texas” (capitalize “The” when referring to UT even if in the middle of a sentence).

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Using 'this' without a noun answering the question, 'this what?' Failing to spell out Texas – use the abbreviation TX only in an address. Capitalizing job titles (except when used in place of names). Using incorrect punctuation in email or letter salutations (see

professor instructions on use of colons or commas). Using the word "that" when it is not necessary for meaning. Using British spelling or punctuation rules (e.g. colour instead of

color). Failing to carefully edit for appropriate word choice.

Most misused words:affect, effect complimentary, complementary capital, capitolstationary, stationery its, it’s there, theirto, too, two fair, fare new, knew

Common types spell check will not catch!posses, when want possess

Evaluation

Does this document demonstrate use of the 3x3 writing process: Analyze the task Anticipate the audience Adapt the task to the audience

Does this document accomplish its purpose? How will the reader perceive the message and the writer? Will the reader be likely to do what the writer asks?

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WRITING RUBRICBusiness Communication: Oral and Written

Criteria Poor Satisfactory Strong

Organization Writing is not concise Focus and direction of Writing is concise andand tends to ramble; lack writing are acceptable

and clear; information is easyof direction interferes with do not interfere withto understand; focus andaudience understanding; audience understanding;and direction of the writinglacks clear topic sentences minor errors in cohesionare obvious to audience

Introduction and Main idea or purpose is not Main idea or purpose is Introduction not onlyConclusion established in the appropriate established in the appropriate establishes main idea or

paragraph; conclusion does paragraph; conclusion ispurpose as appropriate, but not include contact

information, satisfactory but lacks at least also has an interesting hook;

end date, goodwill, or future one important statementconclusion includes every

relationship necessary action or statement

Punctuation and Writing contains numerous Writing contains occasional Writing is nearly error freeSpelling and/or significant errors which errors, which do not distract with no item that distracts

distract from the message from the message from the message

Sentence Structure Sentence structure lacks Most sentences build within Sentences are clear, welland Transitions readability and/or is awkward; paragraphs for readability;

developed, and express connections between topics, a few sentences lack

transition concise ideas; transitionsideas, or arguments lack clear create strong

readabilitytransition

Background and Ideas lack support or are Ideas are supported withArguments are supported

Critical Thinking expressed with personal views; occasional citations or class with cited references or

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no original thoughts that show lessons; some individual, relevant facts; strong use ofcritical thinking original ideas are expressed originality is shown

throughout the message

Professional Format Document is not professionally Document follows most of the Professional format style isand Tone formatted; tone and language traditional format guidelines but obvious; all aspects of the

are inappropriate has at least one distracting error; tone and language lend to

tone and language use are fair audience’s verbal and non-

verbal understanding

Adapted from the Association to Advance Collegiate Schools of Business (AACSB) Assessment Writing Rubric

Oral Presentation CriteriaCriteria for Grading Speeches*To receive a C on your speeches, you must meet the following standards:1. The speech must be original.2. The type of speech presented must be appropriate to the assignment.3. The topic must be appropriate for the audience and sufficiently focused.4. The speech must fit the time requirements of the assignment.5. The speech must be presented on the day assigned.6. Main ideas must be supported with facts and figures, appropriate testimony, examples, or narratives.7. The speech must have a clear sense of purpose.8. The speech must have a clearly identifiable and appropriate design, complete with an introduction and a conclusion.9. The speech must be presented extemporaneously.10. The speech must satisfy any specific requirements of the assignment, such as number of references, formal outline, or use of visual aids.11. The speaker must use language correctly.

To receive a B on your speech, you must meet the following standards:1. Satisfy all requirements for a C speech.2. Select a challenging topic and adapt it appropriately to your audience.3. Reflect a greater depth of research 4. Clearly identify sources of information and ideas.5. Create and sustain attention throughout the speech.6. Make effective use of transitions, previews, and summaries.7. Use good oral style.8. Present the speech with poise.

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To receive an A on your speech, you must meet the following standards:1. Satisfy all requirements for a B speech.2. Demonstrate imagination and creativity in topic selection and development.3. Develop and sustain strong bonds of identification among the speaker,

audience, and topic.4. Consistently adapt information and supporting material to the

experiential world of your audience.5. Reflect an even greater depth of research (Refer to your assignment

sheet for each presentation)6. Demonstrate artful use of language and stylistic techniques.7. Make a polished presentation that artfully integrates verbal and

nonverbal communication skills.

A D speech does not meet one or more of the standards for a C speech or:1. Is obviously unrehearsed.2. Is based entirely on biased information or unsupported opinions.

An F speech does not meet three or more of the standards for a C speech, reflects either of the problems associated with a D speech, or:1. Uses fabricated supporting material.2. Deliberately distorts evidence.3. Is plagiarized.

*Reprinted by permission of the Speech Communication Association.

These same criteria will apply to all oral presentations in this course.

COURSE OUTLINE

Class Content What’s Due Today Reading Assignment for Next Class

Class #1,Sept. 17

Welcome and Course Policy

Understanding the

Courtland L. Bovee’s Business Communication

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4 hours Foundations of Business Communication

Business Communication 2.0 concept

Characteristics of effective business communication

Today, tenth edition, 2010, p. 35-64.

Class # 2,Sept. 244 hours

Mastering team & interpersonal communication

Advantages & disadvantages of working in teams

Guidelines for successful collaborative writing

Social networking technologies in business communication

Importance of listening, business etiquette & nonverbal communication

Courtland L. Bovee’s Business Communication Today, tenth edition, 2010, p. 68-92.

Class # 3, Oct. 14 hours

The Three-Step Writing Process

Importance of analyzing the situation before writing a message

Information-gathering options

Importance of good organization

Differences between the direct & indirect approaches to organizing a message

Courtland L. Bovee’s Business Communication Today, tenth edition, 2010, p. 122-145, 150-174, 179-202

Class # 4,5 Oct.9,158 hours

Crafting Brief Messages Crafting messages for

electronic media Writing routine and

positive messages Writing negative

messages Writing positive

messages

Turn in the first 2-page long written assignment

Courtland L. Bovee’s Business Communication Today, tenth edition, 2010, p. 209-345.

Class # 6,7 Oct.22,

Writing reports and proposalsPlanning, Writing,

Courtland L. Bovee’s Business Communication

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298 hours

and Completing Reports and Proposals Planning, Writing, and

Completing Reports and Proposals

Today, tenth edition, 2010, p. 409-505

Class # 8Nov.54 hours

Midterm exam

Class # 9 Nov.124 hours

Designing and Delivering Oral and Online Presentations

Developing oral and online presentations

Enhancing presentations with slides and other visuals

Turn in a 3-page business research report

Courtland L. Bovee’s Business Communication Today, tenth edition, 2010, p. 507-556

Class # 10Nov.19 4 hours

Individual/Group Presentations (1/2 Class)

Submit email evaluation of presentation by the next class

Class # 11Nov.264 hours

Individual/Group Presentations (1/2 Class)

Submit email evaluation of presentation by the next class

Class # 12Dec.34 hours

Writing Employment Messages and Interviewing for Jobs

Building Careers and Writing Resumes

Applying and Interviewing for Employment

Courtland L. Bovee’s Business Communication Today, tenth edition, 2010, p. 557-617

Class # 13 Dec.104 hours

Role PlayExemplify employer-employee/interviewer-interviewee relationships

Simulation Game-varied topics

Conflict settlement Culturally sensitive

issues

Turn in the second 2-page long written assignment

Class Content What’s Due Today Reading Assignment

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for Next Class Class # 14, Dec.174 hours

Revision Discussion/Questions &

answers session

Class # 15 Dec.244 hours

Final exam

EVALUATION FORM

Speaker______________________ Topic________________________________

Rate the speaker on each point by using this scale: E G A F P Excellent Good Average Fair Poor

Introduction Delivery:

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_____Gained attention and interest ____Began speech without rushing _____Introduced topic clearly ____Maintained strong eye contact_____Established speaker’s credibility ____Avoided distracting mannerisms_____Previewed body of speech ____Articulated words clearly ____Used pauses effectivelyBody ____Used vocal variety to add impact_____Made main points clear ____Departed from lectern without rushing_____Fully supported main points_____Organized the material well Overall evaluation_____Used clear language ____Chose a challenging topic_____Used appropriate language ____Chose the specific purpose well_____Used effective connectives ____Adapted message to audience ____Completed speech within time limitConclusion: ____Held interest of audience_____Prepared audience for ending_____Reinforced central idea of speech_____Presented vivid ending

What did the speaker do most effectively? ________________________________________________________________________________________________________________________________________________________________________________________________________________________

What should the speaker pay special attention to next time?________________________________________________________________________________________________________________________________________________________________________________________________________________________

General comments:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

INDIVIDUAL PERSUASIVE PRESENTATION

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Combine the elements of effective persuasion strategy with strong presentation skills to convince your audience to support your conclusions on a business issue. Choose the topic for your persuasive presentation from the list below. In the case of a topic that has two sides to the issue, indicate whether you want the pro or con side so that a classmate can take the other side. If you don't see a topic that interests you, submit a proposed topic for my approval.

This presentation should be a combination of your own thoughts on the issue and some expert opinion, so some research is necessary. You have ten minutes for your presentation. Unfortunately, due to the class size, we won’t have much time for questions.

Suggested Topics

The Most Serious Threat to the Human Race

Credibility: How To Gain It And Keep It

Globalization: Pain or Gain?

Internet Security: Fact or Fiction?

The EU: Good or Bad for the US?

Technology and Interpersonal Skills: Friends or Foes?

Trust In The Workplace: Pipe Dream Or Possibility?

What environmental risk management can mean to the average company.

Workplace Monitoring: An Ethical Dilemma

What Makes s Leader?

Communicating Change In The Workplace—Why So Many Companies Do A Lousy Job

Creating A Fear-Free Workplace: Important Or Impossible?

How To Leverage Internal Competition To Benefit The Corporation

When Companies Merge: Strategies For Bringing Corporate Cultures Into Alignment

Attracting and Keeping Top Talent in Organizations: How To Do It

Why Failing is Important

How Should Business Deal with an Aging

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Population? Benefits: What Do Companies Owe Employees?

Creative Solutions for Dealing with the Cost of Employee Health Care

What US business people can learn from other cultures

How to Achieve Your Goals

How to Hire the Right People? Interviewing Techniques

How to Overcome Resistance to Your Good Ideas

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