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    • Business Communication—SAMPLE B01.2105.W6 Course Site found at http://sternclasses.nyu.edu Course Overview Persuasive Communication is a vital component to so many aspects of business life. From investment banking to advertising, from entrepreneurship to corporate planning, knowing the techniques of persuasion will be an invaluable addition to every Stern student’s portfolio of knowledge. This course introduces the basics of communication strategy and persuasion: audience analysis, communicator credibility, message construction, and delivery. Deliverables will include written documents and oral presentations, as well as both individual and team presentations. The team presentations will derive from cases studied together in this class, and you will receive feedback to improve your presentation effectiveness. In the final team presentation, your challenge is to craft an oral presentation that will persuade your audience to accept your strategic recommendations. As a team member, you will need to negotiate with colleagues to decide the best approach. By doing this, you will see why ideas, data and advocacy are combined for a professional, persuasive presentation. Pre-Work 1. Read Guide to Presentations in its entirety. 2. Read and prepare to discuss the Brigadoon Company Case. You can find it in Blackboard under “Course Documents.” 3. Prepare a one-page memo as directed in this syllabus, page 3. 4. Prepare a 3-minute “benchmark” oral presentation. Choose one of the following topics: • Tell us about the best or worst business advice you ever received. • Describe an event at work that involved a communication breakdown. This presentation will also serve as your chance to introduce yourself to your classmates; be sure to include some basic personal information as you tell the story so that we know you a little bit better by the end of the presentation. Materials and Texts All materials may be purchased at the Stern bookstore: http://www.bookstores.nyu.edu/html/pro/sternwintercourses05.htm
    • • Required: Munter and Russell, Guide to Presentations. Prentice Hall, 2001. This book is bundled with Guide to Managerial Persuasion at a minimal additional cost. Available at Stern Bookstore or Amazon. • Required: Disney’s America Case. To purchase this case, officially named the Darden Digital Case 'Third Battle of Bull Run' for B01.2105, go to the NYU Bookstore web site above. • Required: SEC Guide to Plain English Writing. Available at Stern Bookstore or on-line http://www.sec.gov/pdf/handbook.pdf. • Recommended: Roman and Raphaelson, Writing that Works, Harper Collins, 2000. Available at Stern Bookstore or Amazon. Grading Since this is a core course, grade distribution will follow the determined standards of the Stern School of Business. Your final grade will be based on both class participation and your completion of the following assignments: Item Description Session Due date Weight 1 Benchmark Presentation (Individual) 1 * 2 Brigadoon Memo 1 (Individual) 1 * 3 Video Self-Evaluation (Individual) By 3 * 4 Brigadoon Memo 2 (Individual) By 3 15 % 5 Benchmark Presentation (Team) In 3 10 % 6 Performance on final project (Individual) 6 10 % Performance on final project (Team) 6 30 % 7 Final Business Report (Individual) Post 6 20 % 8 Participation (includes * items above) Throughout course 15 % Grade values, based on 100%: A 93-100 A- 90-92 B+ 87-89 B 83-86 B- 80-82, etc.
    • NOTE: All written deliverables should be submitted via Blackboard’s Assignments tab. Follow prompts and attach your document as directed. 1. Benchmark Presentation (Individual) Goal Benchmark your presentation skills and begin to get comfortable presenting in the course. Task Prepare a 3-minute “benchmark” oral presentation. Choose one of the following topics: • Tell us about the best or worst business advice you ever received. • Describe an event at work that involved a communication breakdown. Deliverable You will deliver your presentation in session one. It will be videotaped for your benefit, but not graded. It is a portion of your participation grade. 2. Brigadoon Case Memo #1 Benchmark (Individual) Goal: Benchmark your business writing skills and begin to see the principles of effective communication and persuasion in a work-related setting. Task Read the Brigadoon Case found under ‘Course Documents’ on the blackboard site. At the end of this brief case, follow the directions (part A only) to create a business memo based on the case information. Deliverable Create a one-page memo analyzing the current situation and making recommendations. Use standard business memo style. Submit your Memo prior to 9:00 am on the first day of class. Please bring a copy of your memo with you to class. Have your full name in the footer for identification. 3. Video Self-Evaluation (Individual) Goal Analyze your strengths and weaknesses in presentations.
    • Task Read “How to Review Your Videotape” (available on Blackboard). Watch your video. Download and complete the “Self-Evaluation Form” (available on Blackboard). Deliverable Download and complete the “Self Evaluation of Benchmark Videotape” form (available on Blackboard). Submit on Blackboard by 12:00 noon, Wednesday 1/18. Bring a copy of your self-evaluation with you on Wednesday. 4. Brigadoon Case “B” Memo #2 (Individual) Goal Demonstrate the principles of effective business communication and persuasion through a written memo. Task Using part ‘B’ of the Brigadoon Case, follow the directions from the case and create a second business memo to the audience indicated in the case. Deliverable Create a one-page business memo as directed. Have your full name in the footer for identification. Submit on Blackboard by 6:00 Wednesday 1/18. Bring 3 copies of your memo with you on Wednesday. This memo will be graded and returned to you with comments. 5. Disney’s America Case Benchmark Presentation (Team) Goal This assignment gives your team the opportunity to be videotaped and subsequently receive feedback. As a result, you will be able to establish personal and team goals for your final presentation. In this presentation, your team will examine the situation from the perspective of the opposition. Task As a team, determine whether you are members of the Piedmont Environment Council (PEC) or the Protect Historic America group. Now, assume that the Washington Post’s Editorial Board (comprised of its publisher, editor-in-chief, and editorial director) has invited your team to its offices. The Post has asked your team to speak to them about the key issues driving public opinion against Disney’s America theme park. Review Guide to Presentations, chapters 1-3, and 6 with special attention to chapter 6. Use the Presentation Planner from the Assignments > Benchmark Presentation (Team) folder on Blackboard to assist your preparation. Communicate your ideas to each other in advance of class.
    • Deliverable • A 10-minute presentation during session three. All team members must speak. • You must use visual aids although they will not be evaluated for a grade. • 2 copies of slide deck printed out and handed-in before the presentation. • Post your Power Point file to Blackboard (Communication > Group Pages > YOUR GROUP NAME > File Exchange) prior to the start of class. This must be done to minimize time spent setting up each presentation. 6. Disney’s America Case Final Presentation (Team and Individual) Goal Apply the course principles for effective presentations and persuasion. Task Assume your team is part of the Strategic Planning group and will be presenting to Eisner and his executive staff. Your team will speak on one of the following options: 1. Continue with plans and improve public opinion 2. End the project in Haymarket and start again elsewhere in Virginia 3. End Disney’s America project indefinitely and focus on repairing Disney’s image Consider the following questions in preparing your presentation: • How will your recommendations benefit the firm? • What appropriate data will provide quantitative evidence to support your recommendations? • How can the company implement your recommendations? Deliverable • Team presentation lasting 20 minutes, which includes questions/answers. All team members must speak. • 2 copies of slide deck printed out and handed-in before the presentation. • 1 electronic copy of your group PowerPoint (please use your group name in the file name). • Post your Power Point file to Blackboard (Communication > Group Pages > YOUR GROUP NAME > File Exchange) prior to the start of class. This must be done to minimize time spent setting up each presentation. Presentation reminders:
    • • Organize your presentation so that you can effectively and efficiently communicate your key messages in the allotted time. • Remember to provide a preview of the presentation in the opening. • Employ visual aids that enhance and support your message. • Use graphs and charts in your PowerPoint presentation to communicate quantitative data clearly and visually. • Expect questions to come at any time in your presentation and prepare for them. • Have back-up data available to answer specific questions, if necessary. 7. Final Written Report (Individual) Goal In place of a final examination, the final written document is used to demonstrate your mastery of course principles. You have three options, detailed below. Specifically, your task is to write a document that synthesizes and applies the principles of strategic communication (“AIM”) along with persuasion theory, as discussed in the text and in class. Criteria for evaluation: • In-depth analysis • Use of concrete examples and, where appropriate, citations from readings • Lucid structure, appropriate tone and grammatical use of language • Formatted in business style for clarity and ease of reading Task Please choose one of the following topics and prepare a short report (2 pages maximum). • Option One: Given what you’ve learned in Business Communication, analyze your present or past business work environment in terms of communication and write a short report recommending changes. Your analysis may apply to your specific department or division, or to the organization as a whole. For example, you could consider how your company has organized communication both internally and externally. Include examples of both effective and ineffective communication in your workplace as they apply to specific, concrete situations that you have encountered or observed. Determine who in your workplace would be the best recipient for your recommendations; address the document to that person. In a short note at the end, please provide background information about the intended reader. • Option Two: Consider your final team presentation and imagine you were delivering it in your current workplace: would organizational norms or constraints have led you to organize or present the material differently? Write to the members of your team (“cc” your instructor) and recommend how you would change this
    • presentation for delivery in your workplace. Describe current organizational practices for preparing and delivering presentations. In your document, you may also include discussion of visual aids and the handling of Q&A. • Option Three: Choose one of the teams in your Business Communication course section and analyze its final presentation. Provide specific recommendations for improving structure, content, visual material and delivery. Watch the streaming video and apply the criteria found on the Final Team Presentation Evaluation Form (on Blackboard and distributed in class). Write this report to the specific team and “cc” your instructor. Deliverable Submit the report by Saturday, 1/28, at 5:00 pm via Blackboard. Have your full name in the footer for identification.
    • Business Communication Agenda The times are approximate. Pre-work  Read Munter’s Guide to Presentations in its entirety  Read the Brigadoon Case (on Blackboard)  Read the Disney Case  Prepare a 3 minute Individual Benchmark Presentation  Prepare and submit a 1 page memo on the Brigadoon Case Session One Saturday, January 14: 9:00 am - 4:00 pm 9:00 – 9:45 • Course Introduction • Individual & Team Introductions • Communication Strategy 9:45 – 10:30 • Brigadoon Company Case Discussion • Introduce the Disney Case • Discuss Team Benchmark Assignment 10:30 – 11:30 Individual Benchmark Presentations. Computer Lab time / Team prep for Team Benchmark. 11:30 – 12:30 Computer Lab time / Team prep for Individual Benchmark Presentations. Team Benchmark. 12:30 – 1:30 • Lunch 1:30 – 2:15 • Organization of ideas and structuring the message • Nonverbal delivery techniques 2:15 – 3:30 • Intro to Business Writing • Debrief Memo #1 Benchmark 3:30 – 4:00 • Debrief Class • Review of Homework Homework • Read “How to review your video tape” from Blackboard • Meet with team; prepare Team Benchmark Presentation • Complete video self-evaluation and submit via Blackboard by Wednesday 1/18, 12:00 noon • Complete Part B of the Brigadoon Case and submit via Blackboard by Wednesday 1/18, 6:00 pm
    • Session Two Monday, January 16: 6:00 pm - 9:00 pm 6:00 – 6:15 • Discuss Presentation Planner 6:15 – 7:30 • Team Presentation Techniques • Persuasive Communication 7:30 – 7:45 • Break 7:45 – 8:45 • Team Benchmark Presentation group time 8:45 – 9:00 • Debrief Class • Review of Homework Homework • Prepare Team Benchmark • Complete video self-evaluation and submit via Blackboard by Wednesday 1/18, 12:00 noon • Complete Part B of the Brigadoon Case and submit via Blackboard by Wednesday 1/18, 6:00 pm Session Three Wednesday, January 18: 6:00 pm - 9:00 pm 6:00 – 8:30 • Team Benchmark Presentations 8:30 – 8:45 • Debrief Benchmark Presentations • Debrief Video Self-Evaluation • Discuss Final Presentation 8:45 – 9:00 • Debrief Class • Review of Homework Homework • Begin working on Final Team Presentation Session Four Saturday, January 21: 9:00 am - 4:00 pm 9:00 – 10:30 • Debrief memo (Brigadoon B) • Discuss Final Presentation Evaluation • Schedule Team Meetings • Challenging Questions • Challenging Questions Activity 10:30 – 10:45 • Break
    • 10:45 – 12:30 • Designing Effective Visual Aids • Displaying Financial Data in a Visual Way 12:30 – 1:30 • Lunch 1:30 – 2:30 • Team Final Presentation group time (focus on visuals) 2:30 – 3:00 • Visual Aids / Financial Data Activity (present a slide to the class) 3:00 – 3:30 • Final Presentation group time (revise visuals) 3:30 – 3:45 • Visual Aids / Financial Data Activity (present revised slide to the class) 3:45 – 4:00 • Debrief Class • Review of Homework Homework • Prepare for Individual Team Meeting Session Five Monday, January 23: 6:00 pm - 9:00 pm Individual Team Meetings Time Teaching Fellow—meets each team Professor—meets each team for a for a run-through and strategy / run-through and delivery skills content design session. Room session. Room KMC 5-80. KMC-85. 6:00 1 6:30 2 7:00 3 1. 7:30 4 2. 8:00 3 8:30 4. Homework • Rehearse with your team for final presentation. Session Six Wednesday, January 25: 6:00 pm - 9:00 pm 6:00 – 8:30 • Final Team Presentations 8:30 – 8:45 • Debrief Final Presentations 8:45 – 9:00 • Discuss final assignment • Debrief class