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BUAD 302 – Communication Strategy in Business

Fall 2018 – 4 Units

Professor: Lindsey M. Bier, Ph.D.

Office: ACC 400 C

Office Phone: 213/740.2803

E-mail: LBier@usc.edu

LinkedIn: www.linkedin.com/in/lindseybier

Tuesday/Thursday Class (JFF 327): 10-11:50 a.m. (section 14675) and 12-1:50 p.m. (14679)

Thursday Office Hours By Appointment: 3-5 p.m. – Sign up here (or meet via Skype/FaceTime/Google Hangouts)

Note: The professor does not meet multiple times to discuss the same assignment with the same student

Biz Comm Strategists Facebook Closed Group – Request to join and participate here

Marshall Career Services – Find help here for writing resumes and cover letters, networking, and interviewing

COURSE DESCRIPTION We are working in a complex world characterized by growth in access to and quantity of information. Your

professional life will revolve around how you generate, organize, evaluate, and manage the communication of

this information. Today’s business professionals often attribute their success to their ability to write well, to

speak dynamically, and to cultivate business relationships through strong interpersonal communication skills.

Armed with astute communication strategies, business professionals can effectively exercise influence—an

essential management skill—and produce desired results.

Whether delivering a presentation, creating and executing an integrated persuasive appeal, or solving a problem

with a team, you need to convey ideas and feelings clearly and accurately to your audience. This semester you

will sharpen your existing skills as a strategic thinker, writer, and speaker and will employ such skills to realize

an actionable understanding of strategic communication.

This course emphasizes experiential learning: You will apply managerial communication concepts and

theoretical frameworks to activities mirroring real-world business challenges. You will improve your command

of practical tactics to accomplish measurable communication strategies related to written and visual messages,

verbal and nonverbal presentations, and leadership and teamwork.

At the end of this semester, you will be a more articulate and influential business communicator. You will

understand the theories that support communication strategies so that you can successfully manage various types

of new business challenges.

GLOBAL LEARNING OBJECTIVES 1. Business Communication Strategy—Theory

Demonstrate an understanding of the elements of business communication theory, particularly those

applicable to written communication, oral presentations, and interpersonal exchanges.

2. Business Communication Strategy—Application

Apply communication theory to develop business communication strategies, including evaluation of

purpose, audience, context, and channel in various business contexts.

Demonstrate the ability to analyze, compare and contrast, and critique business communication

strategies and effectively communicate this assessment.

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DETAILED LEARNING OBJECTIVES BUAD 302 is designed for you to acquire the following knowledge and skills in business communication:

1. Identify and discuss communication theories, models, and principles that affect business communication

across diverse industries and fields in a global landscape by analyzing specific communication behaviors,

strategies, and goals through case studies and team discussions.

2. Apply communication theories and principles to achieve communication goals by evaluating the purpose

of a message, conducting audience analysis, and selecting the appropriate communication channel to

construct and deliver presentations individually and as part of a team in various business contexts.

3. Utilize critical thinking skills to develop and implement communication strategies across diverse business

environments by analyzing, comparing, and evaluating the effectiveness of these strategies via scenario-

based simulations and exercises.

4. Develop an understanding and awareness of ethical principles and intercultural and diversity factors that

affect the communication process as business leaders, managers, colleagues and employees by analyzing

and explaining ethical challenges and incidents in their cultural and organizational contexts.

5. Acquire and apply an understanding of team communication dynamics, including learning to evaluate

and articulate obstacles affecting the development of team communication and collaborative deliverables.

While business communication mastery often takes years and always takes dedication, this course will provide

you with a comprehensive understanding of the basic strategies and processes of business communication.

Moreover, this course will help you appreciate your communication strengths and challenges and will give you

increased confidence in your communication decisions and in the execution of those decisions.

REQUIRED MATERIALS Required readings include the textbook cited below (ISBN: 9781259694516) as well as materials noted in the

course calendar and/or presented in class and/or distributed via Blackboard.

Cardon, P. W. (2018). Business communication: Developing leaders for a networked world (3rd ed.). New

York: McGraw-Hill Education.

The textbook is available in the USC Bookstore and online here. You may purchase a print copy or an online

version of the textbook, but you must have the third edition for chapter consistency. We will not utilize the

Connect Plus features; thus, you may purchase a used book without an access code.

In addition to required readings, you must have access to a computer, basic computer software (Adobe Acrobat

Reader, Microsoft Word, Microsoft PowerPoint, etc.), the internet, Blackboard, Facebook, and LinkedIn.

You also must complete the SDI (Strength Deployment Inventory), which will assist you in understanding how

to lead with clarity and empathy, work effectively with different personalities, and manage conflict in teams.

The SDI cost is $30. You can find your 302 section and then follow the online instructions to access the survey

here. The charge will appear on your credit card statement as SDI CORESTRENGTHS.

COURSE COMMUNICATION If a face-to-face meeting outside of class is needed, you may schedule an appointment to meet with the professor

here. Otherwise, the professor and students will primarily use Blackboard and Facebook to communicate.

Blackboard

Blackboard will be used for the professor to disseminate course materials and assignment directions and for

students to submit digital deliverables and to monitor course progress.

Facebook

A Facebook group called Biz Comm Strategists will be used for announcements from the professor and dialogue

among students. This group is only accessible to students in 302 sections 14675 and 14679; the group is closed

so only members can read posts. You may request to join the group here.

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The Facebook group will serve two primary functions.

1. Ask and answer questions. This is a forum to pose questions to fellow 302 students about the course,

assignments, and anything related to business communication. Question topics can range from class

meeting logistics to course theory and application to content missed during absences. While the professor

might answer questions and provide clarity if necessary, students are expected to respond to questions.

2. Share and discuss relevant content. This is a forum to contribute to the 302 learning community by

sharing articles and media related to business communication and then discussing ideas presented therein.

You may share an article or idea that exemplifies a business communication concept at any time.

Consider the following when posting content, commenting on ideas, and asking and answering questions:

Post accurate content relevant to business communication. Appropriate content includes—but is not

limited to—articles, photographs, videos, links, and memes that offer real-world practical and intellectual

as well as funny perspectives of business communication. Posts do not need to be “scholarly,” but they do

need to present accurate, relevant information. Let’s have fun as we study business communication!

Be polite and constructive to others in the forum. Miscommunication can easily occur when an audience

misinterprets a message’s emotional tone. In face-to-face communication, we rely on nonverbal

information such as facial expression, body posture, gestures, and vocal tone to interpret messages. In

written communication, word choice, syntax, punctuation, letter case, sentence length, opening, closing,

and other graphic indicators such as emoji convey tone. Communication is a receiver phenomenon, so

reflect on your tone before writing a comment. Similarly, be thoughtful about controversial topics. We

can discuss controversial topics in a respectful way, but when in doubt, do not post.

Social media is less formal than other business correspondence. Thus, your posts and comments may be

written in a conversational style while yet following standard spelling and grammar rules. Be authentic

but avoid sharing too much personal information. Show your personality but remain professional.

Throughout the semester we will learn communication tactics to generate strong social media content, to

build an organization’s social media presence, and to listen to and engage target audiences via social

media. Practice these tactics and hone your social media skills in our 302 learning community.

Email Policy Please ask the professor questions about the course and assignments during class meetings rather than via email.

If you have a question about content missed during an absence, ask your classmates here.

In rare cases involving sensitive or personal issues, emailing the professor may be necessary. You do not need to

email the professor regarding infrequent tardies, absences, and illnesses. Further, you should not email the

professor about matters addressed during class or in course documents.

If emailing the professor is necessary, use your USC email account. Your email should follow the standard

structure for professional business emails (subject, greeting, pleasantry, reason for your email, call to action,

closing message, and signature). Use this template as a guide:

Write a clear, specific, and concise subject.

Dear Dr. Bier:

Insert pleasantry.

Write a sentence or two to explain your email’s purpose. Then state the source(s) you have already consulted for

an answer/solution (e.g. Blackboard, the course syllabus, an assignment rubric, a classmate, etc.) and offer your

sense of the answer/solution given the information you currently have.

Provide specifics about your request i.e. what do you want the professor to do or to provide?

Insert closing message.

Your first and last name*

Your 302 section number

*Note: If your legal name on the roster differs from the name you use in class, please include both names.

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If you follow the email policy and provide the information requested in the above template via email, you can

expect a response from the professor within 48 hours except on weekends and university holidays and breaks. If

you do not follow the email policy and/or template, you will be reminded of the aforementioned information.

COURSE ASSUMPTIONS AND EXPECTATIONS As the course professor, I assume each student possesses the ability to conduct basic academic research to fulfill

assignment requirements.

I also assume each student possesses knowledge of standard U.S. spelling and grammar rules. For written

deliverables you should utilize the spell-checking and grammar-checking features built into Microsoft Office.

If you have difficulties adapting to the style and design of business writing, please read chapter 6 in the

textbook. While this chapter is not required reading, the content will help you identify stylistic problems

through examples of writing with conciseness and completeness and with active and parallel sentences.

If you have difficulties with writing mechanics, additional help exists at the USC Writing Center. You

may schedule appointments with writing consultants trained to assist in planning, organizing, and

revising assignments. Some consultants are Marshall School of Business graduate students. Some

specialize in working with students for whom English is a second language. The Writing Center also

offers workshops on troublesome language and grammar issues and makes available a number of

handouts on an array of grammar and usage points. The Writing Center can be accessed here.

Non-native writers and speakers of English may want to investigate the help available to them through

the USC American Language Institute, which can be accessed here.

Humans develop communication skills through practice. Thus, class time will often be devoted to exercises that

simulate challenges you will encounter in a variety of business environments. I expect each student to prepare

for class meetings and to contribute enthusiastically and actively in class exercises and discussions.

My goal is to help each of you become a more professional business communicator. If you take responsibility

for your education by completing assignments conscientiously and by engaging with and applying feedback

from the 302 learning community, you will improve. By the end of the course, you will be able to craft

persuasive arguments, adapt key messages for different types of internal and external audiences and for different

channels, incorporate media to enhance presentations, employ research-based strategies for building

interpersonal business relationships, and work effectively as a team member and as a team leader.

GRADING OVERVIEW AND POLICIES

Primary Assignments Points %

Individual Oral Presentation (cultural analysis) 100 10

Individual Oral Presentation (pitch with self-reflection memo) 200 20

Team Presentation (consulting recommendations with peer feedback) 200 20

Networking Report (based on primary research) 100 10

Test 1 on Chapter Readings (50 multiple choice questions @ 1 point/question) 50 5

Test 2 on Chapter Readings (50 multiple choice questions @ 1 point/question) 50 5

Test 3 on Course Materials (50 multiple choice questions @ 2 points/question) 100 10

Final Exam (written response to a prompt due during the scheduled final exam period) 100 10

Professional Contribution to Learning Community (in class, online, & ELC) 100 10

TOTAL 1000 100

The assignments are described in more detail in the forthcoming sections. See the course calendar for deadlines.

Oral Presentations – 500 points

While you will practice impromptu presentations in class to enhance your critical thinking and oral delivery

abilities, you will complete three significant graded presentations—two individual presentations and one team

presentation. You will submit a content outline for each presentation. The presentations will be recorded.

Individual Cultural Analysis Oral Presentation – 100 points

Individual Pitch Oral Presentation with Self-Reflection Memo – 200 points

Team Consulting Recommendations Presentation with Peer Feedback – 200 points

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In your cultural analysis presentation, you will inform the class about a culture, cultural phenomenon, or cultural

perception as it relates to a specified target audience. In your pitch presentation, you will persuade a target

audience to support a new product, service, or cause, and you will use visual content to enhance your message.

You will present to a small audience comprised of students in the class. Grades will be based on the

development and delivery of a key message for a target audience.

The team presentation will focus on analyzing a case and providing context for actionable recommendations to

solve a particular communication problem; using visual content, each team will present in front of the entire

class. The team presentation will consist of both an individual grade and a team grade. The individual grade will

be based on individual verbal and nonverbal delivery as well as individual contributions to quality teamwork as

defined in the team contract. The team grade will be based on the development of a key message for a target

audience with the collective deliverable of individual parts evaluated as an integrated whole. While the team

grade will be primarily uniform for all team members, individual grades may vary if individual team members

do not participate in the final team deliverable and/or negatively affect the team’s working dynamic.

Written Business Report – 100 points

While you will complete in-class written assignments varying in length and format to apply various business

communication techniques, you will produce one written deliverable requiring primary research outside of class.

In the networking report, worth 100 points, you will conduct primary research by identifying and interviewing a

business professional about communication norms in the workplace; you will apply your theoretical

understanding of business communication strategy to the interview content.

Tests – 200 points

You will complete three tests throughout the semester.

Test 1 (Chapters 1, 2, 5, 9, 14, 15, & 16) – 50 points

Test 2 (Chapters 3, 4, 7, 8, 10, 11, & 13) – 50 points

Test 3 (Comprehensive) – 100 points

Each test will consist of 50 multiple choice questions. Test 1 and test 2 will focus on assigned textbook readings.

Test 3 will incorporate assigned textbook readings while also including questions about articles, lectures, and

class discussions and activities. The professor will provide a comprehensive study guide.

Final Exam – 100 points You will complete a written final exam consisting of a prompt requiring an essay-type response during the

scheduled final exam time at a location of your choosing—you must be able to access Blackboard. The exam

will review all of the course content, including content from lectures, Experiential Learning Center (ELC) and

class activities, required readings from the textbook and external sources, and assignments. The professor will

provide a comprehensive study guide.

Professional Contribution to the Learning Community – 100 points

Your professionalism and contribution to the learning community will be assessed based on these criteria:

1. Responsibility for class meetings and scheduled meetings with the professor

Attend the section in which you are enrolled, arrive on time, and stay until the completion of the

class meeting.

If you schedule a meeting with the professor, show up on time; failure to do so will negatively affect

your professionalism grade.

Choose absences wisely. Multiple absences, even when accompanied by conscientious notification,

will negatively affect your contribution to the learning community. Further, multiple absences will

negatively impact your achievement as a business communication strategist. “Excused” absences

for a university-sponsored event or religious holiday are not “free” absences; excessive absences for

any combination of reasons may make it impossible for you to keep up with the class or make

adequate progress.

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The professor will call the roll at the beginning of each class meeting. Two absences and one

tardy are excused. You are absent if you do not answer when the professor calls your name at

the beginning of class. If you arrive after the professor has called roll, you will need to sign the

tardy log to be counted as late rather than absent—this is your responsibility. If you do not sign

the tardy log, you will be counted as absent. Missing > 20 minutes of a class is an absence.

If you miss the first two class meetings (Week 1) without prior consent, the professor will drop

you from the course without notification; you are not guaranteed a spot in another 302 section.

If you miss four class meetings by the conclusion of Week 3, the professor will ask you to

withdraw from the course; you are not guaranteed a spot in another 302 section.

If you miss more than five class meetings for any reason during the semester, you will earn

0/100 points for the contribution to the learning community grade category. Every two

tardies counts as an absence.

If you will miss a test or presentation for a university-sponsored event or religious holiday, take

steps to complete these before your absence.

If you miss class, you will lack the information necessary to fulfill course requirements. Ask

classmates for information and notes. Do not ask the professor if you missed anything important.

You do not need to email the professor regarding absences unless extreme circumstances will result

in your missing more than five class meetings.

2. Engagement during activities and discussion

You do not receive credit for merely showing up to class. As a business communication strategist-

in-training, you must engage your mind and contribute to the learning community.

Put away electronic devices and to take notes by hand. The research is unequivocal: Electronic

devices such as laptops, tablets, and cellphones hurt productivity in the classroom and in

business meetings; further, taking notes by hand increases information recall. While laptops

will have a role in this course, using electronics for non-academic purposes or during

unauthorized times will affect your contribution to the learning community. Laptops,

tablets, cellphones, and internet usage should be considered inappropriate except when

explicitly permitted by the professor. In each class meeting, you will have opportunities to contribute to the learning community by

completing assignments, asking and answering questions, leading team discussions,

participating in experiential activities, analyzing case studies, delivering impromptu

presentations, and/or responding to prompts. If you miss class meetings, you will not have the

chance to complete missed in-class assignments, but your two lowest in-class assignment grades

throughout the semester will be excused.

The highest engagement scores are reserved for those who advance the learning objectives of

the course during class meetings. Frequency of contributions is less important than the content

and quality of those contributions. At the same time, students who participate rarely or only

when prompted and those whose contributions are off-topic or show unfamiliarity with the

assigned readings will not receive full credit for engagement in the course.

3. Completion of non-graded deliverables

Submit quality deliverables according to directions and by deadlines. Some deliverables extend

beyond the primary assignments. We will use these non-graded deliverables as examples for class

activities. They include, but are not limited to, the course contract, an employment packet (resume,

cover letter, reference list, and LinkedIn profile), an audience analysis survey, the SDI assessment,

communication analyses, and content outlines for presentation workshops.

4. Communication with the professor and students

Show respect and civility toward classmates and the professor.

Ask questions during class meetings. If necessary, correspond with the professor according to the

email format and guidelines provided herein and by deadlines provided in the course calendar.

Contribute to the learning community by engaging in discussions in the Bizz Comm Strategists

group on Facebook. Perhaps you have a question about the course content—post it on Facebook.

Perhaps you have an idea that connects to a class activity—share it on Facebook. Perhaps you have

identified an example, either real or hypothetical, that applies to a communication theory—analyze

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it on Facebook by providing context and explaining how it supports, extends, or contradicts the

theory. Be creative in the ways you engage online.

5. Aptitude for critical thinking

Critical thinking is defined in the context of this course as the ability to manage ambiguous business

communication situations, to analyze complex business communication problems from various

perspectives, and to make decisions independently with confidence, responsibility, and rationale.

Sometimes the professor will ask each student to self-reflect about their professionalism and contribution to the

learning community.

These policies maintain professionalism and ensure a system fair to all students so they can individually and

collectively gain as much as possible from the course. If you have concerns about your performance in the

course, talk with the professor as soon as possible. In academia as in business, it is more professional to

communicate concerns and problems in advance (if possible) than to make excuses later.

Extra Credit – 0 points

No extra credit is available in this course.

ASSIGNMENT GRADING PROTOCOLS You will receive rubrics for primary assignments throughout the semester. Your grade will reflect your

understanding of business communication concepts and your ability to produce deliverables according to the

standards for business communication learned in class. Adherence to deadlines and directions will affect your

grade. The content, organization, professional appearance, and overall quality of your deliverables will affect

your grade. Accuracy, spelling, grammar, and style will affect your grade.

In business, you are expected to complete projects on time. Thus, consider these points about course deadlines:

Deliverables must be uploaded to Blackboard by the beginning of the class meeting. If the Blackboard

timestamp indicates an upload occurred after the beginning of the class meeting, the assignment is late.

Exceptions are not made for student technological difficulties or errors (e.g. dead laptop battery,

malfunctioning computer hardware or software, lack of internet connectivity, etc.). Do not procrastinate.

Deliverables uploaded in the wrong file type must be resubmitted; if the resubmission happens after the

deadline, the assignment is considered late.

Late deliverables, even if a few minutes late, will receive a 10 percent grade reduction. Late deliverables

must be submitted to Blackboard within a week of the original deadline. Assignments submitted more

than a week after the deadline will receive a 0 grade.

If you are unable to attend class on the day of a deadline, your deliverable still must be uploaded to

Blackboard by the beginning of the class meeting.

Since proofreading and editing are key to effective business communication, points will be deducted for every

typo and significant grammar, spelling, and punctuation error, including but not limited to the following:

factual errors and misuse of proper nouns, subject-verb and subject-pronoun disagreement, incorrect word

choice (e.g. loose instead of lose, advise instead of advice, you’re instead of your, it’s instead of its), and

punctuation errors such as run-on sentences and incorrect comma usage.

Where in-text citations, reference lists, and/or stylistic requirements are necessary, conform to APA guidelines.

ACADEMIC CONDUCT Each of the assignments you submit should be your original work.

Plagiarism—presenting someone else’s ideas as your own, either verbatim or recast in your own words—is a

serious offense with serious consequences and may result in a 0 assignment grade as well as an F for the course.

Familiarize yourself here with the discussion of plagiarism in SCampus in Part B, Section 11, “Behavior

Violating University Standards.”

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Other forms of academic dishonesty are equally unacceptable. See additional information in SCampus and the

university policies on scientific misconduct here.

GRADING SCALE My goal is to provide every student with the highest grade for the course that I can justify as a professional. Your

final course grade, however, is NOT a reflection of your effort but rather of the quality of your work.

Grade Percent Range

A 95 – 100%

A- 90 – 94.99%

B+ 87 – 89.99%

B 84 – 86.99%

B- 80 – 83.99%

C+ 77 – 79.99%

C 74 – 76.99%

C- 70 – 73.99%

D+ 67 – 69.99%

D 64 – 66.99%

D- 60 – 63.99%

F 0 – 59.99%

Course grades are final and are not rounded up. Grade averages are in the B range for this course.

UNIVERSITY ADD/DROP PROCESS Marshall undergraduate courses are generally open enrollment through the first week of the semester. Students

can add these courses using online registration so long as there is a seat available. This policy minimizes the

complexity of the registration process for students by standardizing across classes.

Faculty cannot add students to a course that is full, and Marshall does not maintain waitlists for undergraduate

courses. Contact the Office of Undergraduate Advising if you would like to add your name to an interest list for

classes that are currently full (undergrad.advising@marshall.usc.edu).

SUPPORT SYSTEMS Student Counseling Services (SCS) – 213/740.7711 (on call 24/7)

Free and confidential mental health treatment for students, including short-term psychotherapy, group

counseling, stress fitness workshops, and crisis intervention https://engemannshc.usc.edu/counseling/

National Suicide Prevention Lifeline – 1.800.273.8255 (on call 24/7)

Free and confidential emotional support to people in suicidal crisis or emotional distress

http://www.suicidepreventionlifeline.org

Relationship & Sexual Violence Prevention Services (RSVP) – 213/740.4900 (on call 24/7)

Free and confidential therapy services, workshops, and training for situations related to gender-based harm

https://engemannshc.usc.edu/rsvp/

Sexual Assault Resource Center

Information about rights, reporting options, receiving assistance, helping survivors, and additional resources

http://sarc.usc.edu/

Office of Equity and Diversity (OED)/Title IX Compliance – 213/740.5086

Assistance for faculty, staff, visitors, applicants, and students around issues of protected class

https://equity.usc.edu/

Bias Assessment Response and Support

Investigation and response to reports of incidents of bias, hate crimes, and microaggressions

https://studentaffairs.usc.edu/bias-assessment-response-support/

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Student Support & Advocacy – 213/821.4710

Assistance for students and families in resolving complex issues adversely affecting their success as a student

(i.e. personal, financial, and academic) https://studentaffairs.usc.edu/ssa/

Diversity at USC

Diversity events, programs, training, and resources for students https://diversity.usc.edu/

STUDENTS WITH DISABILITIES USC is committed to making reasonable accommodations to assist individuals with disabilities in reaching their

academic potential.

If you have a disability that may affect your performance, attendance, or grade in this course and require

accommodations, you must first register with the Office of Disability Services and Programs

(www.usc.edu/disability). DSP provides certification for students with disabilities and helps arrange the relevant

accommodations. Any student requesting academic accommodations based on a disability is required to register

with DSP each semester. A verification letter for approved accommodations can be obtained from DSP. Please

ensure the letter is delivered to your professor as early in the semester as possible.

DSP, located in Grace Ford Salvatori Hall (GFS), is open from 8:30 a.m. to 5 p.m., Monday through Friday. The

phone number for DSP is 213/740.0776 and the email address is ability@usc.edu.

EMERGENCY PREPAREDNESS/COURSE CONTINUITY In case of a declared emergency if travel to campus is not feasible, the USC Emergency Information website

(http://emergency.usc.edu/) will provide safety and other information, including electronic means by which

professors will conduct class using a combination of Blackboard, teleconferencing, and other technologies.

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BUAD 302 – Communication Strategy in Business – Fall 2018

COURSE SCHEDULE

Note: The schedule is tentative and subject to change per the professor’s discretion.

Date Topic Readings/Assignments Due

at the Beginning of Class Week 1

T 8/21/18 –Overview of Course Themes: External Communication,

Internal Communication, Interpersonal Communication,

and Team Communication

–Communication and Culture: Because communication is

culture and culture is communication

Th 8/23/18

–Overview of Developing a Communication Campaign

–Basics of Communication Theory and Strategy: Because

while those who know HOW will always have a job, those

who know WHY will be the boss

Week 2

T 8/28/18

–Establishing Credibility: Because effective communicators

are more than just smart and articulate – They earn trust

and establish credibility by demonstrating emotional

intelligence, cultural understanding, and curiosity

–Structuring Effective Business Messages

CH 1 & 2

Digital Deliverable: Upload the Course

Contract (.pdf file) to BB

Read all documents posted on BB for the

cultural analysis oral presentation

Th 8/30/18 –The Power of a Story: Because stories make us human

and storytelling connects us emotionally to other humans

–Planning Presentations: Because oral communication is

more than talking – An effective communicator understands

the audience, creates a key message related to audience

needs and the organizational purpose, and uses research-

based strategies to deliver the key message

OPTIONAL EVENT –

Narrative, Creativity, and Collaboration:

An Evening with Disney Imagineer Joe Rohde

Thursday, Aug. 30, 7 p.m.

@ Wallis Annenberg Hall

CH 5

Communication Director Article:

“If they feel it, they’ll remember”

Inc. Article: February 2014

“How to tell your company’s story”

Lifehacker Article: 12/5/12

“The science of storytelling…”

Work on cultural analysis oral presentation

Week 3 – Sept. 7 is the last day to drop/add without d-clearance

T 9/4/18

–Communicating To Build a Consistent Brand

–Communication and Career Development: Writing a

Resume and Cover Letter, Networking, and Interviewing

CH 9 & 16

Work on cultural analysis oral presentation

Th 9/6/18 –Career Workshop

We will use class time to analyze resumes and cover letters

and to answer questions about networking and interviewing

in preparation for the upcoming career fair

For practice purposes only, upload one of the

following documents (.pdf file) to BB: resume,

cover letter, or reference list. Connect with the

professor on LinkedIn here

For additional assistance with writing

resumes and cover letters, networking, and

interviewing, consult Marshall Career

Services here

Work on cultural analysis oral presentation

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Week 4 – The USC Career Fair is Sept. 12 and 13, 10 a.m. – 2 p.m. @ Trousdale Parkway

T 9/11/18 –Delivering Presentations

–Perceptions (and Misperceptions) of Nonverbal

Communication

–Body Language for Business Leaders: Because business

processes from managing employees to negotiating

contracts are influenced by nonverbal communication

forms such as eye contact, facial expression, arms and legs

position, posture, space occupied, and greeting behavior

CH 14 & 15

Work on cultural analysis oral presentation

Th 9/13/18 –Presentation Workshop

We will use class time to practice delivery, to answer

questions about the upcoming presentation, and to lessen

anxiety associated with oral presentations

By now the planning phase of your cultural

analysis presentation should be complete. For

practice purposes only, upload a content

outline (.pdf file) to BB

Note: Friday, Sept. 14 is the last day to ask the

professor questions about the cultural analysis

presentation. After Sept. 14, you may ask your

classmates questions about the assignment

here

Week 5

T 9/18/18

INDIVIDUAL ORAL PRESENTATION

(CULTURAL ANALYSIS)

Remember: Listen to a favorite song. Take a deep breath.

Then SMILE, Stand TALL, and Speak SLOWLY

If you present today…

Digital Deliverable: Upload your content

outline (.pdf file) to BB

If you do NOT present today…

Digital Deliverable: SDI

(I automatically receive a report from

TotalSDI when you complete the survey, so

you do not need to submit anything to me –

just complete the SDI survey)

Th 9/20/18 INDIVIDUAL ORAL PRESENTATION

(CULTURAL ANALYSIS)

Remember: Listen to a favorite song. Take a deep breath.

Then SMILE, Stand TALL, and Speak SLOWLY

If you present today…

Digital Deliverable: Upload your content

outline (.pdf file) to BB

If you do NOT present today…

Digital Deliverable: SDI

(I automatically receive a report from

TotalSDI when you complete the survey, so

you do not need to submit anything to me –

just complete the SDI survey)

Week 6

T 9/25/18

TEST 1 (Chapters 1, 2, 5, 9, 14, 15, & 16)

Th 9/27/18

SDI ACTIVITY – MEET IN JFF ELC

The SDI will help you discover your teammates’ and your

communication preferences, motives, and strengths. You

will engage in role-play situations to understand how to

lead with clarity and empathy, work effectively with

different personalities, and manage conflict in teams

Week 7 – Oct. 5 is the last day to drop without a W grade

T 10/2/18

–Audience Analysis and Motivational Value Systems:

Because communication is a receiver phenomenon

–Understanding Persuasive Techniques and the Motivated

CH 10

HBR Article: May 2002

“Change the way you persuade”

12

Sequence Pattern: Because an effective leader inspires

others to take action

Read all documents posted on BB for the pitch

oral presentation

Th 10/4/18

–Principles for Visual Messages: Because historically

human communication is visual, and multimedia platforms

are now central to business communication – Effective

communicators use photographs, infographics, videos,

diagrams, graphs, charts, etc. to construct a brand identity,

to engage employees, and to market to external audiences

Digital Deliverable: Upload your audience

analysis survey link to the BB discussion

forum

Bring a charged laptop to class today!

Work on pitch oral presentation

Week 8 – Mid-semester standing reports are submitted by Oct. 12

M 10/8/18

In lieu of our regular class meeting on 10/9/18,

your attendance is expected at this event –

Business Communication Expert Speaker Series:

Scott Keller, Senior Partner at McKinsey&Company

Monday, Oct. 8, 6-8 p.m.

@ Edison Auditorium (HOH)

Read all documents posted on BB for the

networking report

Work on pitch oral presentation

Th

10/11/18

–Presentation Workshop

We will use class time to practice delivery, to answer

questions about the upcoming presentation, and to lessen

anxiety associated with oral presentations

By now the planning phase of your pitch

presentation should be complete. For practice

purposes only, upload a content outline (.pdf

file) to BB

Note: Friday, Oct. 12 is the last day to ask the

professor questions about the pitch

presentation. After Oct. 12, you may ask your

classmates questions about the assignment

here

Week 9

T 10/16/18 INDIVIDUAL ORAL PRESENTATION

(PITCH)

Remember: Take a deep breath. Relax but understand some

nervousness is OK and even desirable. This is your time to

showcase your passion and expertise as well as your

improvement from the first presentation. So SMILE, stand

TALL, and SHINE as a biz comm strategist-in-training

If you present today…

Digital Deliverable: Upload your content

outline (.pdf file) and slide deck (.pdf file) to

BB

If you do NOT present today, you will meet

with your team…

Digital Deliverable (one per team): Upload

your team meeting agenda and contract

(.pdf file) to the BB discussion forum by

11:59 p.m.

Th

10/18/18 INDIVIDUAL ORAL PRESENTATION

(PITCH)

Remember: Take a deep breath. Relax but understand some

nervousness is OK and even desirable. This is your time to

showcase your passion and expertise as well as your

improvement from the first presentation. So SMILE, stand

TALL, and SHINE as a biz comm strategist-in-training

If you present today…

Digital Deliverable: Upload your content

outline (.pdf file) and slide deck (.pdf file) to

BB

If you do NOT present today, you will meet

with your team…

Digital Deliverable (one per team): Upload

your team meeting agenda and contract

(.pdf file) to the BB discussion forum by

11:59 p.m.

Note: Friday, Oct. 19 is the last day to ask the

professor questions about the self-reflection

memo. After Oct. 19, you may ask your

13

classmates questions about the assignment

here

Week 10

T 10/23/18

–Communication and Career Development: Producing

Effective Business Correspondence

–Characteristics of Effective Communication Consultants

–Effective Teamwork: Because teamwork in the business

context correlates with revenue, but miscommunication and

interpersonal conflict challenge productive teamwork

CH 3, 7, & 13

Digital Deliverable: Upload your self-

reflection memo (.pdf file) to BB

Read all documents posted on BB for the team

presentation

Th

10/25/18 Preparing for the Team Presentation

In lieu of our regular class meeting, each team will meet to

plan the consulting recommendations presentation

Digital Deliverable (one per team): Upload

your meeting agenda (.pdf file) to BB by

11:59 p.m.

Week 11

T 10/30/18

–Communicating Like a Boss: Because without leadership

all other business factors lie dormant – Effective business

leaders exude confidence, deliver focused and compelling

messages in-the-moment, and manage difficult

conversations effectively

–Media Relations: Because business leaders leverage the

power of media to inform target audiences about an

organization’s mission, products, and practices and to

enhance the prominence of the brand image – Effectively

communicating your story and your key message to media

is an essential business skill

–Crisis Communication: Because effective business

communicators protect and repair an organization’s

reputation before, during, and after crises – Maintaining

credible relationships with key stakeholders and enhancing

an organization’s reputation are imperative given the

ubiquity of social networks

CH 11

Th 11/1/18 Q&A ACTIVITY – MEET IN JFF ELC

How do you handle questions from an audience about a

difficult situation? You will practice effective responses via

several role-play news conference scenarios

Note: Friday, Nov. 2 is the last day to ask the

professor questions about the networking

report. After Nov. 2, you may ask your

classmates questions about the assignment

here

Week 12 – Nov. 9 is the last day to drop with a W grade

T 11/6/18

–Social Media for Business Communication: Because

social media has transformed how organizations

communicate with internal and external audiences –

Strategies for using unidirectional traditional media and

multidirectional social media, however, differ and an

effective business communicator knows how to foster

engagement and promote dialogue through social media

CH 8

Digital Deliverable: Upload the networking

report (.pdf file) to BB

Bring a charged laptop to class today!

Th 11/8/18

–Communicating with Multigenerational Audiences in the

Workplace: Because most of you are post-millennials who

will engage with internal and external audiences comprised

of individuals from as many as five generations with unlike

values, work styles, and ideas about the economy, policy,

and technology

–Gendered Communication: Because verbal and nonverbal

communication styles correlate with gender and influence

leadership, teamwork, and other areas of business

CH 4

Review Website:

Hofstede - 6 Dimensions of National Culture

14

communication – At the organizational and interpersonal

levels, we can work to overcome gender barriers in

communication and employ strategies to foster more

equality for men and women in business

–Intercultural Communication: Because globalization

brings disparate cultures into communication – Whether

working within or outside of the United States, an effective

communicator prevents negative outcomes in business by

understanding the influence of culture on how humans

experience and interpret the world

OPTIONAL EVENT –

Business Communication Expert Speaker Series:

Shane Snow, Journalist, Geek, Author, Entrepreneur

Thursday, Nov. 8, 6 p.m.

Location TBD

Week 13

T 11/13/18

TEST 2 (Chapters 3, 4, 7, 8, 10, 11, & 13)

Th

11/15/18

HI FLI ACTIVITY – MEET IN JFF ELC

Working in a team, you will develop a product for the

fictitious yet realistic Hi Fli Satellites Corporation using

business skills in planning, development, production, and

strategic communication. This activity will help you realize

the challenges of different communication forms,

processes, and channels within an organizational structure

Week 14

T 11/20/18 Preparing for the Team Presentation

In lieu of our regular class meeting, each team will meet to

plan and/or practice the delivery of the consulting

recommendations presentation

Digital Deliverable: Upload the critical

thinking self-reflection (.pdf file) to BB

Collaborate with your team on the consulting

recommendations presentation! Be sure to…

1) analyze the problem, 2) substantiate its

existence, 3) explain the problem source(s)

from a communication standpoint, 4) provide

specific, actionable recommendations to solve

the problem, and 5) organize the presentation

in a pyramid structure for a specified audience

Digital Deliverable (one per team): Upload

your meeting agenda (.pdf file) before your

team meeting and then upload your meeting

minutes (.pdf file) to BB by 11:59 p.m.

Th

11/22/18 THANKSGIVING BREAK – NO CLASS

Week 15

T 11/27/18 Test 3 (Comprehensive)

I will provide a comprehensive study guide prior to this test

Note: Today is the last day to ask the

professor questions about the team consulting

recommendations presentation

15

TEAM SLIDE DECK DEADLINE: One team member must upload an electronic copy of your slide deck as a .pdf file to

Blackboard by 11:59 p.m. on Wednesday, Nov. 28. After submitting the slide deck to Blackboard, you may NOT change

your slide content, order, etc. before the presentation. The uploaded slides will be the presentation slides.

Th

11/29/18

Team Consulting Recommendations Presentations

THIS. IS. IT. This is your time to exemplify your critical

thinking skills and your knowledge of communication

strategy in business, particularly teamwork, organization,

storytelling, verbal and visual message content, nonverbal

vocal and physical delivery, clarity of expression, brevity,

audience analysis and dynamic, professionalism, and

leadership that inspires others to take action

Digital Deliverable: Upload the content

outline (.pdf file) to BB

FINAL EXAM SCHEDULE | Section 14675: 12/11/18 @ 8-10 a.m. | Section 14679: 12/11/18 @ 11 a.m. – 1 p.m.

Final Exam Overview: You will complete the final exam online during the scheduled final exam time at a location of your

choosing – you must be able to access BB. Be prepared to answer questions requiring reflection on what you have learned

and to apply your knowledge of business communication in personal, academic, and professional contexts. Review content

from lectures, ELC and class activities, required readings from the textbook and external sources, and assignments.

Summary of Course Readings:

Textbook Chapters: 1, 2, 3, 4, 5, 7, 8, 9, 10, 11, 13, 14, 15, 16

Website: The Hofstede Centre - The 6 Dimensions of National Culture

Articles:

Communication Director Article: “If they feel it, they’ll remember”

HBR Article: May 2002 “Change the way you persuade”

Inc. Article: February 2014 “How to tell your company’s story”

Lifehacker Article: 12/5/12 “The science of storytelling…”