Strategic communications

1. Azerbaijan University
School of Business
MBA 8015 Strategic Communication Fall 2010
Instructor: Tural Ahmadov
Email: tural_teymurogly@yahoo.co.uk
Cell 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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2. • 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:
2
Assignm
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3. 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 Weights
Participation 5%
Written Communication
Two 2-page long assignment
A three page long business research
report or proposal
25%
5+5
15
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 scores
A+ = 97 – 100
A = 93 – 96 A = 90 – 100
A- = 90 – 92
B+ = 87 – 89
B = 83 – 86 B = 80 – 89
B- = 80 – 82
C+ = 77 – 79
C = 73 – 76 C = 70 – 79
C- = 70 – 72
D+ = 67 – 69
D = 63 – 66 D = 60 - 69
D- = 60 – 62
F = 0 – 59 E = 50 – 59
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4. Fx = 40 – 49
F = 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 COMMUNICATIONS
Writing 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.
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5. Business documents should be uncluttered and easy to read. Short paragraphs and
sentences are preferred; paragraphs may have less than 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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6. 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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7. • 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).
• Using 'this' without a noun answering the question, 'this what?'
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8. • 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, capitol
stationary, stationery its, it’s there, their
to, 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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9. WRITING RUBRIC
Business Communication: Oral and Written
Criteria Poor Satisfactory Strong
Organization Writing is not concise Focus and direction of Writing is concise and
and tends to ramble; lack writing are acceptable and clear; information is easy
of direction interferes with do not interfere with to understand; focus and
audience understanding; audience understanding; and direction of the writing
lacks clear topic sentences minor errors in cohesion are obvious to audience
Introduction and Main idea or purpose is not Main idea or purpose is Introduction not only
Conclusion established in the appropriate established in the
appropriate establishes main idea or
paragraph; conclusion does paragraph; conclusion is purpose as appropriate, but
not include contact information, satisfactory but lacks at least also has an interesting
hook;
end date, goodwill, or future one important statement
conclusion includes every
relationship necessary action or statement
Punctuation and Writing contains numerousWriting contains occasional Writing is nearly error free
Spelling 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, well
and Transitions readability and/or is awkward; paragraphs for readability;
developed, and express
connections between topics, a few sentences lack transition
concise ideas; transitions
ideas, or arguments lack clear create strong
readability
transition
Background and Ideas lack support or are Ideas are supported with Arguments are supported
Critical Thinking expressed with personal views; occasional citations or class
with cited references or
no original thoughts that show lessons; some individual,
relevant facts; strong use of
critical 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 is
and Tone formatted; tone and language traditional format guidelines
but obvious; all aspects of the
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10. 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 Criteria
Criteria 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.
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.
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11. 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
4 hours
• Welcome and Course Policy
• Understanding the
Foundations of Business
Communication
• Business Communication
2.0 concept
• Characteristics of effective
business communication
•
• Courtland L. Bovee’s
Business
Communication Today,
tenth edition, 2010, p.
35-64.
Class # 2,
Sept. 24
4 hours
• Mastering team &
interpersonal
communication
• Courtland L. Bovee’s
Business Communication
Today, tenth edition, 2010,
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12. • Advantages &
disadvantages of working
in teams
• Guidelines for successful
collaborative writing
• Social networking
technologies in business
communication
• Importance of listening,
business etiquette &
nonverbal communication
p. 68-92.
Class # 3,
Oct. 1
4 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
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13. Class # 12
Dec.3
4 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.10
4 hours
• Role Play
Exemplify employer-
employee/interviewer-
interviewee relationships
• Simulation Game-varied
topics
Turn in the second 2-
page long written
assignment
•
13
Class # 4,5
Oct.9,15
8 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, 29
8 hours
Writing reports
and proposalsPlanning,
Writing, and Completing
Reports and Proposals
• Planning, Writing, and
Completing Reports and
Proposals
• Courtland L. Bovee’s
Business
Communication Today,
tenth edition, 2010, p.
409-505
Class # 8
Nov.5
4 hours
• Midterm exam •
Class # 9
Nov.12
4 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 # 10
Nov.19
4 hours
• Individual/Group
Presentations (1/2 Class)
Submit email
evaluation of
presentation by the next
class
•
Class # 11
Nov.26
4 hours
• Individual/Group
Presentations (1/2 Class)
Submit email
evaluation of
presentation by the next
class
•

14. • Conflict settlement
• Culturally sensitive issues
Class Content What’s Due Today Reading Assignment for
Next Class
Class # 14,
Dec.17
4 hours
• Revision
• Discussion/Questions &
answers session
•
Class # 15
Dec.24
4 hours
• Final exam •
EVALUATION FORM
Speaker______________________ Topic________________________________
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15. Rate the speaker on each point by using this scale:
E G A F P
Excellent Good Average Fair Poor
Introduction Delivery:
_____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 effectively
Body ____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
limit
Conclusion: ____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
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
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16. 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 Population?
 Benefits: What Do Companies Owe Employees?
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17.  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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