As the new technical communications manager for International Gadgets (IG), you have developed a good idea of the various internal and external audiences for communications across the enterprise. You have learned that IG is organized into five main areas consisting of Research & Development (R&D), Manufacturing, Sales & Marketing, Technical Support, and Finance/Accounting. Each area has its own structure: · R&D – New Product Development and Product Enhancement teams · Manufacturing – Detroit, Shanghai, and Purchasing teams · Sales & Marketing – U.S. Sales, U.S. Marketing, European Sales, European Marketing, Partner Management, and Online Sales teams · Technical Support – the exception, as there is only a single team handling this function · Finance/Accounting – Corporate Finance and Corporate Accounting teams · Human Resources – Corporate HR team with ties to HR representatives at each work site In addition to the internal departments, IG staff interface with a wide range of external entities and individuals including customers (large accounts, individuals via web sales), distribution partners, component suppliers, subcontractors (design and occasional manufacturing). IG also contracts with Amazon to handle all its product logistics—warehousing, packaging and shipping, and returns.  However, you have noticed that different audiences do not always have the same needs from similar announcements. For example, a communication announcing the launching of a new product means different things to different departments. In a memo to your communications team, instruct them on ways to discover the needs of the stakeholders in different areas of the company so that a new product announcement will be relevant to them. Case Study Overview What Is a Case Study? Are you more interested in abstract concepts that have little application to your own life or real-life scenarios that could happen to you or to someone you know? The answer is almost surely the latter, and that is why this course is built around case studies. Case studies are relevant situations that might never happen to you but that you could easily imagine happening to you. You work through a case study of some kind every day in your work or family life, even if you don’t realize it. A case study is a group of related factors that come together to form a problem or a circumstance that you are called on to resolve. Often there are several choices to be considered and different possible outcomes based on each of the choices. You might have a case study situation at your job based on the fact that you have two major projects due at the same time—both of equal importance to your company—and there is simply not enough time for you to handle both of the projects with the high degree of attention they need. You could work on both projects and hope for the best. You could ask your boss to reassign one of the projects to another team member. You could ask a colleague to help.

1. As the new technical communications manager for International
Gadgets (IG), you have developed a good idea of the various
internal and external audiences for communications across the
enterprise.
You have learned that IG is organized into five main areas
consisting of Research & Development (R&D), Manufacturing,
Sales & Marketing, Technical Support, and Finance/Accounting.
Each area has its own structure:
· R&D – New Product Development and Product Enhancement
teams
· Manufacturing – Detroit, Shanghai, and Purchasing teams
· Sales & Marketing – U.S. Sales, U.S. Marketing, European
Sales, European Marketing, Partner Management, and Online
Sales teams
· Technical Support – the exception, as there is only a single
team handling this function
· Finance/Accounting – Corporate Finance and Corporate
Accounting teams
· Human Resources – Corporate HR team with ties to HR
representatives at each work site
In addition to the internal departments, IG staff interface with a
wide range of external entities and individuals including
customers (large accounts, individuals via web sales),
distribution partners, component suppliers, subcontractors
(design and occasional manufacturing). IG also contracts with
Amazon to handle all its product logistics—warehousing,
packaging and shipping, and returns.
However, you have noticed that different audiences do not
always have the same needs from similar announcements. For
example, a communication announcing the launching of a new
product means different things to different departments.

2. In a memo to your communications team, instruct them on ways
to discover the needs of the stakeholders in different areas of
the company so that a new product announcement will be
relevant to them.
Case Study Overview
What Is a Case Study?
Are you more interested in abstract concepts that have little
application to your own life
or real-life scenarios that could happen to you or to someone
you know? The answer is
almost surely the latter, and that is why this course is built
around case studies. Case
studies are relevant situations that might never happen to you
but that you could easily
imagine happening to you. You work through a case study of
some kind every day in
your work or family life, even if you don’t realize it. A case
study is a group of related
factors that come together to form a problem or a circumstance
that you are called on to
resolve. Often there are several choices to be considered and
different possible
outcomes based on each of the choices.
You might have a case study situation at your job based on the
fact that you have two
major projects due at the same time—both of equal importance
to your company—and
there is simply not enough time for you to handle both of the

3. projects with the high
degree of attention they need. You could work on both projects
and hope for the best.
You could ask your boss to reassign one of the projects to
another team member. You
could ask a colleague to help you. Each of these choices is
likely to yield a different
result. You are called on to:
Often you don’t know for sure whether you are making the best
choice. Sometimes we
don’t know that until later—when we see the results down the
road. Case studies can
happen at work, in families, in school or community settings, or
even if are volunteering
to help a friend. As you can see, you are probably a pro, by
now, at working with case
studies, even if you never thought of your daily life in those
terms.
Case Studies as the Basis for This Course
We are now going to present you with five case studies that
could easily occur in the

4. daily lives of many people. During Weeks 1 and 2, you will
work briefly with each case
study to become acquainted with the full range of options.
Then, at the end of Week 2,
you will choose your case study and devote your full energy for
the rest of the course to
thinking and writing in response to it.
We deliberately created case studies that reflect a wide range of
interests and could
relate to a number of academic majors and career paths. We also
kept them fairly short
and simple but we challenge you to develop and enhance them
in any way you choose
based on the readings for this course, other research you will
do, Discussions with your
Instructor and colleagues, and your own life experience. Keep
in mind that, by definition,
case studies approximate real-life situations. It is entirely
possible that, in designing
realistic case studies, we might bring up topics that are
personally difficult for you
because of similar situations in your own life. When you choose
the case study that will
be your major project for the course, be sure to choose
something which interests you
but is not going to be too personal for you to read and write
about and to discuss with
your colleagues.
Case Study 1: Ethics

5. Your spouse died unexpectedly in a motor vehicle accident. You
know it was his or her
wish to be an organ donor. Your spouse had officially registered
as an organ donor and
discussed it with you many times. You don’t have strong
feelings one way or the other
about organ donation. The parents of your spouse are strongly
opposed to it, though,
and ask you not to go through with it. Hospital staff tell you
that you don’t have much
time to make up your mind, and obviously it is a very difficult
time in your life to make
major decisions. Do you follow your spouse’s wishes? Do you
follow the feelings of his
or her parents, thinking that your spouse would not want to
cause them any additional
suffering? Do you weigh the potential value to the people who
would receive the organs
and to their families against what might be temporary feelings
of the parents? What do
you do?
Case Study 2: Social Media and Privacy
When should we get involved, and when is it not our business or
our problem? You are
“friends” on Facebook with a coworker. He routinely posts
information, on his personal
Facebook page, related to your workplace. Sometimes, he makes
negative statements
about your boss and about the company. You are concerned that
his statements might
create problems for your company by depicting it publicly in a
negative way. You
suspect he is making some of these posts during work hours and

6. perhaps using
company equipment, although you do not use Facebook on your
company computer or
during work hours. Do you “unfriend” your coworker and tell
him why you did it, or do
you just “unfriend” him without explanation? Is it your
responsibility to call the situation
to the attention of your boss and risk getting your coworker into
trouble? Is there any
way that this could make you look bad or cause you problems at
work? Do you just
ignore the situation and hope it goes away? What do you do?
Case Study 3: American Education
The public schools in the area where you live have been low-
performing for a long time.
A new superintendent came in 2 years ago and promised to
make some big changes.
The local newspaper just published a series of articles about
how much the
standardized test scores have improved in your district. Your
district has moved from a
state rating of “D” to a state rating of “B” in only 2 years. You
know that the state rating
will increase property values in your neighborhood, and the
rating might help your child
get into college—if the reputation of her school improves. Your
daughter and her friends
have been telling you and other parents, however, that they
were given the correct
answers for the standardized tests by some of their teachers and

7. they saw some of the
school staff checking answers on the test papers before they
were submitted to the
state. You are very concerned that widespread cheating has
occurred at your child’s
school. You aren’t sure whether to ignore the situation
altogether; to trust your child and
take action; to assume your child is wrong and take no action;
to call it to the attention of
the new superintendent (who might or might not be involved);
or to call it to the attention
of the newspaper or State Department of Education. What do
you do?
Case Study 4: Mental Health
You think that one of your son’s best friends might be suffering
from clinical depression.
The youth is 15 years old and used to spend a lot of time in your
home and with your
family. Lately, though, he has become more withdrawn, and you
seldom see him. He
told your son that he has considered suicide. Your son didn’t
know how to handle the
situation, came to you for advice, but he asked you not to tell
anyone—especially the
parents of his friend. You know the friend’s parents pretty well
through school functions,
although you are not close friends. Do you respect your son’s
wishes and do nothing?
Do you decide to speak to his friend yourself to better assess
the situation? Do you
determine that maintaining your son’s confidence is not as
important as intervening on
behalf of his friend, and so you tell his parents what is going

8. on? What do you do?
Case Study 5: Multiple Consciousness
For one day, choose to walk (figuratively) in the shoes of
another person. Of course,
such a transformation cannot happen completely, because you
can’t just decide to
change your gender or your race and expect that to happen. You
can, though, spend
the day actively considering how it would feel to be a person of
a different gender, race,
sexual orientation, religion, socio-economic status, or other
such characteristic. In every
choice you make (e.g., the way you relate to other people, the
way you assess how
other people relate to you, how you react to each situation that
occurs), remember that
you are not “you” today. You are going through your day as if
you are an entirely
different person—someone whose reality, daily struggles, joys,
and limitations might be
quite different than yours. At the end of the day, how did you
find that your own life is
different and similar to that of the other person? How might
your own behaviors and
thought patterns change based on this experiment? What did you
learn?
Translating Case Studies Into Academic Writing
Throughout the course, you will interact with your colleagues in
Discussions about the
case studies—sharing your views, considering opposing points

9. of views, and locating
and citing sources that reinforce or challenge the arguments put
forth in the
Discussions. In Weeks 1 and 2, you will also use the case
studies as the basis for your
main writing Assignment. In Week 3, you transition to more
academic writing that is
based loosely on the topic of the case study you choose as your
primary focus. In other
words, you use the case study as the foundation, the inspiration,
the jumping-off place
for a more academic treatment of a related subject. In academic
writing, you transition
from first person to third person and are expected to reinforce
your point of view with
outside source materials. “In my opinion” becomes insufficient
and is replaced by
“According to a 2012 national poll on this subject…” You start
working directly on your
Final Project in Week 3, and the Final Project is a persuasive
essay that follows the
rules of academic writing.
For each of the case studies, here is an example of how you
might transition from
personal to academic writing for your Final Project:
If you choose “Case Study 1: Ethics,” you might write about
one of these topics:
1. Religious objections to organ donation and organ transplants
2. Spousal versus parental legal claims in estates

10. If you choose “Case Study 2: Social Media and Privacy,” you
might write about one of
these topics:
1. Corporate human resources policies versus employee privacy
2. Conflicts between the public (national) and private interests
of individuals related
to social media
If you choose “Case Study 3: American Education,” you might
write about one of these
topics:
1. National versus state and local control of public education
2. Cultural bias in standardized educational testing
If you choose “Case Study 4: Mental Health,” you might write
about one of these topics:
1. Individual legal and ethical responsibility to help access
mental health services
for those in need
2. How mental illness affects productivity in the workplace
If you choose “Case Study 5: Multiple Consciousness,” you
might write about one of
these topics:

11. 1. Perpetuating the gender-based glass ceiling in the workplace
2. Gay marriage
There are literally hundreds of topics directly or indirectly
related to each case study,
and those suggested here are provided only as examples. While
you might choose one
of them, you are encouraged to select an original topic of
special interest to you and to
discuss it with your Instructor before you pursue it for your
Final Project.
Source Quality Rating Document Exemplar
General Information about Sources: The best sources of
specialized information are not more than five years old,
whereas sources of general information can be older. For
example, general information about cancer that was written 20
years ago might still be accurate, whereas preferred treatments
for lung cancer would be considered specialized information
and should be more current since they change often. Primary
sources present original research on a subject, whereas
secondary sources often cite original research, statistics, or
information developed by others. Secondary sources are entirely
acceptable for this course and for most academic writing, but
one measure of their quality is the primary source on which they
are based. Sources that emphasize facts and statistics are often
more reliable than those that simply provide opinion, even the
opinion of an expert on the subject. There are exceptions to all
of the rules stated above.
1. Provide the title of your source and the Internet link or other
locating information.
More wives becoming main breadwinners

12. February 11, 2007. By Molly Selvin, Los Angeles
Times, a Tribune Co. newspaper
http://www.latimes.com
2. Use the Walden Writing Center to locate proper APA citation
format, and practice writing a bibliographic entry for your
source.
Slevin, M. (2007, February 11). More wives becoming main
breadwinners. Los Angeles Times.
3. Rate your source on the following points with 1 being the
lowest and 5 being the highest rating:
· __4 How current is the source?
· __5 Does your source cite other sources as the basis for its
claims? Yes If so, how many? 6
· Of what quality do you judge the original sources to be?
The original sources are credible. The author worked for the
Los Angeles Times for 18 successful years. Many citations from
subject matter experts in the field were presented with back-up
information.
· __5_ Does your source provide statistics or other facts, or is it
completely or primarily expert opinion? It provides many
statistics to support the story.
NOTE: More than one rating of “3” or lower should provide the
basis for concern about the quality of your source. In that case,
you should consult your professor.
Case Study Overview
What Is a Case Study?

13. Are you more interested in abstract concepts that have little
application to your own life
or real-life scenarios that could happen to you or to someone
you know? The answer is
almost surely the latter, and that is why this course is built
around case studies. Case
studies are relevant situations that might never happen to you
but that you could easily
imagine happening to you. You work through a case study of
some kind every day in
your work or family life, even if you don’t realize it. A case
study is a group of related
factors that come together to form a problem or a circumstance
that you are called on to
resolve. Often there are several choices to be considered and
different possible
outcomes based on each of the choices.
You might have a case study situation at your job based on the
fact that you have two
major projects due at the same time—both of equal importance
to your company—and
there is simply not enough time for you to handle both of the
projects with the high
degree of attention they need. You could work on both projects
and hope for the best.
You could ask your boss to reassign one of the projects to
another team member. You
could ask a colleague to help you. Each of these choices is
likely to yield a different
result. You are called on to:

14. .
Often you don’t know for sure whether you are making the best
choice. Sometimes we
don’t know that until later—when we see the results down the
road. Case studies can
happen at work, in families, in school or community settings, or
even if are volunteering
to help a friend. As you can see, you are probably a pro, by
now, at working with case
studies, even if you never thought of your daily life in those
terms.
Case Studies as the Basis for This Course
We are now going to present you with five case studies that
could easily occur in the
daily lives of many people. During Weeks 1 and 2, you will
work briefly with each case
study to become acquainted with the full range of options.
Then, at the end of Week 2,
you will choose your case study and devote your full energy for
the rest of the course to
thinking and writing in response to it.
We deliberately created case studies that reflect a wide range of
interests and could
relate to a number of academic majors and career paths. We also
kept them fairly short

15. and simple but we challenge you to develop and enhance them
in any way you choose
based on the readings for this course, other research you will
do, Discussions with your
Instructor and colleagues, and your own life experience. Keep
in mind that, by definition,
case studies approximate real-life situations. It is entirely
possible that, in designing
realistic case studies, we might bring up topics that are
personally difficult for you
because of similar situations in your own life. When you choose
the case study that will
be your major project for the course, be sure to choose
something which interests you
but is not going to be too personal for you to read and write
about and to discuss with
your colleagues.
Case Study 1: Ethics
Your spouse died unexpectedly in a motor vehicle accident. You
know it was his or her
wish to be an organ donor. Your spouse had officially registered
as an organ donor and
discussed it with you many times. You don’t have strong
feelings one way or the other
about organ donation. The parents of your spouse are strongly
opposed to it, though,
and ask you not to go through with it. Hospital staff tell you
that you don’t have much
time to make up your mind, and obviously it is a very difficult
time in your life to make

16. major decisions. Do you follow your spouse’s wishes? Do you
follow the feelings of his
or her parents, thinking that your spouse would not want to
cause them any additional
suffering? Do you weigh the potential value to the people who
would receive the organs
and to their families against what might be temporary feelings
of the parents? What do
you do?
Case Study 2: Social Media and Privacy
When should we get involved, and when is it not our business or
our problem? You are
“friends” on Facebook with a coworker. He routinely posts
information, on his personal
Facebook page, related to your workplace. Sometimes, he makes
negative statements
about your boss and about the company. You are concerned that
his statements might
create problems for your company by depicting it publicly in a
negative way. You
suspect he is making some of these posts during work hours and
perhaps using
company equipment, although you do not use Facebook on your
company computer or
during work hours. Do you “unfriend” your coworker and tell
him why you did it, or do
you just “unfriend” him without explanation? Is it your
responsibility to call the situation
to the attention of your boss and risk getting your coworker into
trouble? Is there any
way that this could make you look bad or cause you problems at
work? Do you just
ignore the situation and hope it goes away? What do you do?

17. Case Study 3: American Education
The public schools in the area where you live have been low-
performing for a long time.
A new superintendent came in 2 years ago and promised to
make some big changes.
The local newspaper just published a series of articles about
how much the
standardized test scores have improved in your district. Your
district has moved from a
state rating of “D” to a state rating of “B” in only 2 years. You
know that the state rating
will increase property values in your neighborhood, and the
rating might help your child
get into college—if the reputation of her school improves. Your
daughter and her friends
have been telling you and other parents, however, that they
were given the correct
answers for the standardized tests by some of their teachers and
they saw some of the
school staff checking answers on the test papers before they
were submitted to the
state. You are very concerned that widespread cheating has
occurred at your child’s
school. You aren’t sure whether to ignore the situation
altogether; to trust your child and
take action; to assume your child is wrong and take no action;
to call it to the attention of
the new superintendent (who might or might not be involved);
or to call it to the attention
of the newspaper or State Department of Education. What do

18. you do?
Case Study 4: Mental Health
You think that one of your son’s best friends might be suffering
from clinical depression.
The youth is 15 years old and used to spend a lot of time in your
home and with your
family. Lately, though, he has become more withdrawn, and you
seldom see him. He
told your son that he has considered suicide. Your son didn’t
know how to handle the
situation, came to you for advice, but he asked you not to tell
anyone—especially the
parents of his friend. You know the friend’s parents pretty well
through school functions,
although you are not close friends. Do you respect your son’s
wishes and do nothing?
Do you decide to speak to his friend yourself to better assess
the situation? Do you
determine that maintaining your son’s confidence is not as
important as intervening on
behalf of his friend, and so you tell his parents what is going
on? What do you do?
Case Study 5: Multiple Consciousness
For one day, choose to walk (figuratively) in the shoes of
another person. Of course,
such a transformation cannot happen completely, because you
can’t just decide to
change your gender or your race and expect that to happen. You
can, though, spend
the day actively considering how it would feel to be a person of

19. a different gender, race,
sexual orientation, religion, socio-economic status, or other
such characteristic. In every
choice you make (e.g., the way you relate to other people, the
way you assess how
other people relate to you, how you react to each situation that
occurs), remember that
you are not “you” today. You are going through your day as if
you are an entirely
different person—someone whose reality, daily struggles, joys,
and limitations might be
quite different than yours. At the end of the day, how did you
find that your own life is
different and similar to that of the other person? How might
your own behaviors and
thought patterns change based on this experiment? What did you
learn?
Translating Case Studies Into Academic Writing
Throughout the course, you will interact with your colleagues in
Discussions about the
case studies—sharing your views, considering opposing points
of views, and locating
and citing sources that reinforce or challenge the arguments put
forth in the
Discussions. In Weeks 1 and 2, you will also use the case
studies as the basis for your
main writing Assignment. In Week 3, you transition to more
academic writing that is
based loosely on the topic of the case study you choose as your
primary focus. In other
words, you use the case study as the foundation, the inspiration,
the jumping-off place

20. for a more academic treatment of a related subject. In academic
writing, you transition
from first person to third person and are expected to reinforce
your point of view with
outside source materials. “In my opinion” becomes insufficient
and is replaced by
“According to a 2012 national poll on this subject…” You start
working directly on your
Final Project in Week 3, and the Final Project is a persuasive
essay that follows the
rules of academic writing.
For each of the case studies, here is an example of how you
might transition from
personal to academic writing for your Final Project:
If you choose “Case Study 1: Ethics,” you might write about
one of these topics:
1. Religious objections to organ donation and organ transplants
2. Spousal versus parental legal claims in estates
If you choose “Case Study 2: Social Media and Privacy,” you
might write about one of
these topics:
1. Corporate human resources policies versus employee privacy
2. Conflicts between the public (national) and private interests
of individuals related
to social media

21. If you choose “Case Study 3: American Education,” you might
write about one of these
topics:
1. National versus state and local control of public education
2. Cultural bias in standardized educational testing
If you choose “Case Study 4: Mental Health,” you might write
about one of these topics:
1. Individual legal and ethical responsibility to help access
mental health services
for those in need
2. How mental illness affects productivity in the workplace
If you choose “Case Study 5: Multiple Consciousness,” you
might write about one of
these topics:
1. Perpetuating the gender-based glass ceiling in the workplace
2. Gay marriage
There are literally hundreds of topics directly or indirectly
related to each case study,
and those suggested here are provided only as examples. While
you might choose one
of them, you are encouraged to select an original topic of
special interest to you and to
discuss it with your Instructor before you pursue it for your

22. Final Project.
© 2015 Laureate Education, Inc. Page 1 of 1
Providing Feedback
When providing feedback in an online course, where others
cannot see your body
language, it is important that your feedback is critical and
supportive.
The following six recommendations are intended to guide your
feedback to others. Prior
to providing your colleagues with feedback, please review the
following:
1. Start your feedback with an affirmative or positive comment
and include
something you genuinely appreciated about your colleague’s
Assignment.
Example: “Toni, it seems you spent a great deal of time on this
Assignment. I
really appreciate your attention to detail!”
2. Ask clarifying questions rather than jumping to conclusions.

23. Example: “I notice that you wrote ‘I think Lincoln was the
worst American
President ever,’ and I was wondering if you could clarify your
thinking.”
3. Use your “I” statements and focus your feedback on your
thoughts rather
than interspersing your feedback with words such as “you” and
“your,”
which might seem like a personal attack.
Example: “In reading your Assignment, I find that I do not
agree with this stance
on abortion. Let me explain my thoughts.”
4. If you fear that your response might be misunderstood, revise
it before
submitting it.
5. Conclude your feedback on a positive note so the last
comment your
colleague reads from you is supportive.
Example: “Though it seems we are in disagreement on a few
points, I think your
Assignment was done exceptionally well with a great deal of
detail.”

24. 6. Before submitting your feedback, read what you wrote out
loud and make
sure it is both critical and supportive.
Source Quality Rating Document
General Information about Sources: The best sources of
specialized information are not more than five years old,
whereas sources of general information can be older. For
example, general information about cancer that was written 20
years ago might still be accurate, whereas preferred treatments
for lung cancer would be considered specialized information
and should be more current since they change often. Primary
sources present original research on a subject, whereas
secondary sources often cite original research, statistics, or
information developed by others. Secondary sources are entirely
acceptable for this course and for most academic writing, but
one measure of their quality is the primary source on which they
are based. Sources that emphasize facts and statistics are often
more reliable than those that simply provide opinion, even the
opinion of an expert on the subject. There are exceptions to all
of the rules stated above.
1. Provide the title of your source and the Internet link or other
locating information:
2. Use the Walden Writing Center to locate proper APA citation
format, and practice:
3. Rate your source on the following points with 1 being the
lowest and 5 being the highest rating:
· __ How current is the source?
· ___ Does your source cite other sources as the basis for its
claims? Yes If so, how many? __
· Of what quality do you judge the original sources to be?

25. · ___ Does your source provide statistics or other facts, or is it
completely or primarily expert opinion?
NOTE: More than one rating of “3” or lower should provide the
basis for concern about the quality of your source. In that case,
you should consult your professor.