ICE Syllabus

August 23, 2012
INTEGRATED CORE EXPERIENCE (ICE)

ICE Team 4 - Blocks 7 and 8, FALL 2012
Block 7 meets in Robertson Hall 246: MW from 9:30am - 12:15pm and TR 8:00am - 10:45am
Block 8 meets in Robertson Hall 246: MW from 2:00pm - 4:45pm and TR 12:30pm - 3:15pm
ICE Seminars on Tuesday evenings in Robertson Hall 120: 5:00pm - 7:00pm
Faculty Team
Robert L. Cross
Gayle R. Erwin
Cynthia Fraser
William J. Kehoe
Jennifer M. Knippen
Michael G. Morris
Marcia L. Pentz
Area
OB
Finance
QA
Marketing
Strategy
IT
Communicatio
n
Office
379
308
352
381
398
338
320
Telephone
924-6475
924-7552
924-4921
924-7045
243-4241
924-0776
924-6169
E-mail address
robcross@virginia.edu
ge2a@virginia.edu
cfg8q@virginia.edu
wjk@virginia.edu
knippen@virginia.edu
mmorris@virginia.edu
mlp6h@virginia.edu
CORPORATE SPONSOR: The corporate sponsor of ICE Team 4 is Alcoa, Inc.:
ALCOA: http://www.alcoa.com/global/en/home.asp
Alcoa Annual Report: http://www.alcoa.com/global/en/investment/info_page/annual_report.asp
Alcoa Financial Information: http://www.alcoa.com/global/en/investment/stock_chart.asp
Alcoa Operating Locations: http://www.alcoa.com/global/en/about_alcoa/map/globalmap.asp
Alcoa Investor Relations: http://www.alcoa.com/global/en/investment/info_page/home.asp
Alcoa Shareholder Information: http://www.alcoa.com/global/en/investment/info_page/shareholder_info.asp
Alcoa Corporate Governance: http://www.alcoa.com/global/en/about_alcoa/corp_gov/info_page/corp_gov.asp
Alcoa Values: http://www.alcoa.com/global/en/about_alcoa/corp_gov/info_page/values_at_alcoa.asp
Alcoa Ethics, Business Conduct, Compliance:
http://www.alcoa.com/global/en/about_alcoa/corp_gov/ethics_compliance/info_page/business_conduct.asp
Alcoa Regional Presidents: http://www.alcoa.com/global/en/investment/regional_presidents.asp
Alcoa Business Units: http://www.alcoa.com/global/en/investment/bu_presidents.asp
Alcoa Corporate Officers: http://www.alcoa.com/global/en/investment/officers.asp
Alcoa Markets and Products: http://www.alcoa.com/global/en/products/overview.asp
Alcoa Innovation: http://www.alcoa.com/global/en/innovation/info_page/home.asp
Alcoa Innovation Center (virtual tour): http://www.alcoa.com/global/en/innovation/tour/default.asp
Alcoa Innovation Case Studies:
http://www.alcoa.com/global/en/innovation/breakthroughs/technology_breakthroughs.asp
Alcoa Millennium Development Goals:
http://www.alcoa.com/global/en/about_alcoa/millennium_dev_goals_report.asp
Alcoa Sustainability: http://www.alcoa.com/sustainability/en/home.asp#
Alcoas NEWT System:
http://www.alcoa.com/sustainability/en/case_studies/2011_innovative_wts_reduces_reuses.asp?
initCountry=26&initYear=0&initCategory=1000
Alcoa Environmental Science and Sustainable Technology:
http://www.alcoa.com/global/en/community/foundation/board/Parks.asp
Alcoa Foundation: http://www.alcoa.com/global/en/community/foundation/info_page/about_overview.asp
Alcoa WebCams: http://www.alcoa.com/global/en/eco_alcoa/info_page/webcams.asp
Alcoa Careers: http://www.alcoa.com/global/en/careers/welcome.asp?lc=2
McIntire School of Commerce Honor Statement

The McIntire School of Commerce relies upon and cherishes its community of trust. We endorse and uphold the
Universitys Honor principle that students will not lie, cheat, or steal, nor shall they tolerate those who do. We
recognize that even one honor infraction can destroy an exemplary reputation that took years to build. Acting in a
manner consistent with the principles of honor benefits every member of the community while enrolled in the
McIntire School and in the future.
We trust every McIntire student to comply fully with all provisions of the UVa Honor System. By enrolling in this
course, you agree to abide by and uphold the Honor System of the University of Virginia, as well as the following
policies specific to ICE:
All graded assignments must be pledged.
You may not access any notes, study outlines, problem sets, old exams, answer keys, or collaborate with other
students without our explicit permission.
When given permission to collaborate with others, do not copy answers from another student.
Always cite any resources or individuals you consult to complete an assignment. If in doubt, cite the source.
All suspected violations will be forwarded to the Honor Committee, and, at our discretion, you may receive an
immediate zero on that assignment regardless of any action taken by the Honor Committee.
If you have a question about what is or is not permitted on an assignment, you should clarify your question with
the professor prior to doing the work.
If you believe you may have committed an Honor Offense, you may wish to file a Conscientious Retraction (CR)
by calling the Honor Offices at (434) 924-7602. For your retraction to be considered valid, it must, among other
things, be filed with the Honor Committee before you are aware that the Act in question has come under suspicion
by anyone. More information can be found at www.virginia.edu/honor.
If you have questions regarding the course honor policy, please contact the ICE faculty. If you have questions about
your Honor System or would like to report your suspicions of an Honor offense, please contact McIntire Honor
Representatives, either Ben Elron (ebe8ca@virginia.edu) or Taylor Richardson (tar3aa@virginia.edu).
The ICE View of Business

Macro/Societal
Environment
Industry Environment
Strategic Imperatives of the Firm
Inputs
Inputsto
to
The
TheFirm
Firm
Culture
&
Values
Resources
People
Architecture
Processes
External
ExternalStakeholders
Stakeholders
Outputs
Outputsof
of
The
TheFirm
Firm
ICE Mentors - ICE Team 4, Blocks 7 and 8, 2012 & 2013
Block 8
Block 7
Caitlin Henry (Head Mentor)
Nailini Agrawal
Julian El-Abidin
Joanna Fowler
Ellie Goodman
Courtney Lester
Emily Macon
Adrian To (Intl and Transfer Students)
Shawn Vo
Andre Whye
McIntire School Mentor Program Leaders:
Ali Stefanik (Head Mentor)

Michael Archer (Transfer Students)
Christine Coffield
Dilsher Dhillon (International Students)
Katie Fuller
Kate Lancelot
Christopher Leslie
Jack Prominski
Brad Taylor
Mentor Program Chair: Christine Ngo

Transfer Students:
Hannah Groover & Caelan Urquhart (Co-Chairs)
International Students:
Jessica Wu (Chair)
Head Mentor B7: Caitlin Henry
Head Mentor B8: Ali Stefanik
REQUIRED READINGS/CASES (Available in UVA Bookstore Except Where Noted):
Course Pack Title: COMM 3010 Strategy & Systems, Blocks 7&8, Knippen and Morris, (McGrawHill Custom Publishing)
Munter, M. (2012). Guide to Managerial Communication: Effective Business Writing and Speaking,
9th Ed. Prentice Hall (Pearson), (ISBN-0-13-214771-8).
ICE Fall 2012: Communication Readings. Readings (an unbound packet) are available at the UVA
Bookstore.
Ross, Westerfield, and Jaffe: Corporate Finance, 9th edition, with Connect access, McGraw-Hill
Irwin, ISBN-0077684222. The textbook will be available at the UVA Bookstore.
ICE Finance Course Packet (Erwin - Blocks 7&8) that includes the following reading: Financial
Statement Analysis Review and three cases: The Case of the Unidentified Industries, Clarkson
Lumber, and The Super Project.
ICE - Marketing, COMM 3020, Blocks 7 and 8, Kehoe. ISBN13: 978-1-121-55301-9. This is a paper
format Custom Book available at UVA Bookstore. This book also is available in an eBook format.
To access the eBook format, go to the McGrawHill Bookstore at: http://create.mcgraw-hill.com/shop/. In the dialogue box
under the words Looking for new materials? enter the following ISBN: 9781121557451. The book will appear in a dropdown menu under the dialogue box. Click on the ebooks title and you will be taken to the ICE-Marketing eBook page. You
may add the eBook to your Shopping Cart. You will be offered the choice of downloading the eBook to your desktop or
viewing the eBook online via a browser. At Check Out you will be asked if you have an account. Click on Register Now
to create an account. (ICE-Marketing, COMM 3020, Blocks 7 and 8 eBook: ISBN13: 9781121557451).
Fraser, Cynthia, Business Statistics for Competitive Advantage with Excel 2010: Basics, Model
Building, Simulation and Cases, Preliminary Third Edition, McGraw Hill, 2012, ISBN 0078047838.
(Note that this edition is updated and includes two new chapters not in the edition used last year.)
Revitalizing Dell, Harvard Business School case #: 710442-PDF-ENG (Available on line.).
COMM 3020 Blocks 7 and 8. Rob Cross. Fall 2012.
Additional OB materials include the Myers-Briggs (MBTI), Survival Exercise, Thomas-Kilman
Conflict Mode Instrument, and Career Card Sort. Materials in this category will be distributed in
class. You must purchase a voucher for these materials in the Textbook Office at the UVA Bookstore.
Please go to the Textbook Office as soon as possible and ask for a voucher for your Block. Take the
voucher to the Bookstore cashier, who will stamp the voucher when you pay. It is VERY important
that you bring the stamped voucher to class on September 4th in order to be given the first survey
(MBTI) which is due in Professor Crosss mailbox by 5:00 p.m. on September 14th.
Public folders in Outlook, Collab, and Blackboard Course Sites.
OBJECTIVES of the INTEGRATED CORE EXPERIENCE (ICE):

The Integrated Core Experience (ICE) emphasizes the development of integrated analytical,
strategic, and behavioral skills that address real business problems and projects. ICE enhances
your understanding of both the general management and functional roles played by business
leaders in a wide variety of innovative industries, organizations, and positions. It increases your
ability to think and perform as an effective general manager. This integrated perspective and
these abilities are essential for all future business professionals, whether they explicitly assume
the responsibilities of a general manager or pursue a career as a functional or technical specialist.
In addition to a thorough coverage of strategic and functional business topics, ICE also examines
global, technological, communication, ethical, and data management issues.
ICE is a two-semester core program comprised of 12 credit hours in the Fall semester. A crossfunctional faculty team delivers ICE. The program introduces new topics and attributes often
ignored by independent functional courses. Some of these attributes, as published in a Wall
Street Journal ranking of graduate business schools, include: communication and interpersonal
skills; ability to work well within teams; analytical and problem solving skills; strong
international perspective; strategic thinking; ability to drive results; specific functional expertise;
adaptability, including the ability to handle ambiguity; and a general management point of view.
ICE also reduces overlap and redundancy, as well as the artificial constraints imposed by the
traditional, rigid, and compartmentalized functional curriculum.
What does an integrated curriculum mean to you as a student? It means that you will be exposed
to many teaching techniques delivered by a faculty team dedicated to helping you understand the
way business decisions are really made. We will use cases, lectures, discussion, experiential
learning, and integrated projects to approach business issues from a variety of viewpoints. There
will be times when more than one faculty member will deliver the material, but there will also be
times when only one faculty member will be in the classroom. There are many strands that need
to be woven together to reach the above objectives. For example, at times a single faculty
member will teach you an analytical skill that will then be woven into discussions with other
faculty members.
ICE begins broadly with Strategy and Systems (weeks 1 through 4). This module introduces a
model of the strategic management process and examines the organization and its environment as
a system. The concepts of strategy and systems are a critical foundation for ICE and your entire
McIntire experience. Specific topics include: the transformation of business, systems thinking
and process management, industry transformation and process analysis, organizational analysis
and the role of the general manager, strategic thinking and information systems, environmental
analysis, core capabilities and core rigidities, the strategic management model, writing for
results, the value chain, organizational architecture, information technology architecture, and
strategic and systems change. Specific objectives for Strategy and Systems include:
To introduce and to integrate the basic concepts of strategic management and a systems/process view of
business organizations.
To cultivate an appreciation of the dynamic and complex conditions, the challenging questions, and the
conflicting responsibilities facing business leaders.
To enhance individual and team analytical, communication, and decision making skills when addressing
integrative, strategic, and global issues.
To develop skills in process analysis and reengineering of business processes.
To understand major trends in information technology, types of information systems, and the role they play in
the success of contemporary business organizations.
To provide an analytical approach for the organization and its external environment, particularly with respect to
its competitive and global context.
To create an awareness of communication channels and choices and the need to develop communication
strategies.
To understand business writing standards and how to increase the clarity and power of your writing.
To teach students how to think like top executives, i.e. like executives at the strategy level.
After a broad foundation is established in Strategy and Systems, the focus of ICE is narrowed to
develop personal skills and analytical tools needed in business. Organizational Behavior,
Marketing, and Communication will include the following objectives:
To develop student understanding of available strategies for writing in challenging situations.

To increase the ability to use writing as a critical thinking tool.
To develop student skills in organizing and delivering oral presentations.
To assist students in becoming good team members and good facilitators.
To enable students to develop interpersonal sophistication through self-awareness, sensitivity to situations and
their impact on interpersonal relations, and a repertoire of interpersonal skills.
To introduce and analyze concepts, models, processes, and theories of marketing and their functions within
organizations.
To demonstrate the role of marketing in economic and social systems.
To demonstrate the interactions and synergy between marketing and other business disciplines.
To examine consumer behavior models, theories, and organizational buying processes.
Analytical and Tactical Issues concentrate on finance and the quantitative methods and theories
underlying financial and marketing techniques. Specific objectives include:
To develop the students proficiency in using standard analytical financial techniques. Key concepts and
techniques to be covered are: financial statement analysis; valuation of future cash flows; and long-term
investment decisions.
To develop the students understanding of why value maximization provides a coherent framework for the
firms financial decisions.
To further expand students capabilities in analyzing financial problems and developing reports, figures, and
exhibits.
To demonstrate the wide range of situations in which quantitative analysis improves decision making and
creates competitive advantage.
To develop mastery of quantitative analysis with Excel and communication of results to improve decision
making.
To develop students analytical thinking processes.
COURSE REQUIREMENTS:
Class meetings are built around a specific topic and focus on a set of current readings, classic
readings, and/or cases. All students are required to read all materials, to prepare all discussion
questions and cases, to participate during class, and to complete all assignments. To help you
succeed in the course, you are assigned to an ICE Group - a study group. ICE Groups are
encouraged to meet prior to class to review the readings and to prepare the discussion questions
for each class meeting. Study groups also are used during class, so you should sit in the
classroom with your study group. A seating chart will be provided.
Given the credit hours and schedule for ICE, the pace and workload can be challenging and
intense. If you are having difficulty, please contact the ICE faculty, Dean Rebecca Leonard in the
Office of Student Services, your mentor, or Counseling and Psychological Services (CAPS) at
UVA Student Health (924-5556). It is better to seek help sooner in the semester rather than later.
5
Participation/Contribution to Class Learning/Attendance:

You should be prepared thoroughly to discuss the readings and cases for each class session. Each
day when class begins, several students may be selected at random to lead discussions of the
assignments or you may be called on at any time to share your perspective or respond to
questions. Be sure to display your name-plate every day.
Every student is expected to be involved actively in class discussion and class learning on a
regular basis. Quality of contribution is more important than frequency of contribution, but both
quality and frequency are important. Participating effectively in class does not necessarily mean
having all the answers (often discussions are structured such that there is no single right
answer) and may require asking the right questions. Therefore, high-quality participation is
characterized by its thoughtfulness and contribution to learning, not necessarily its
correctness. High-quality participation also requires knowing when to let others speak and
listening attentively to their contributions.
A Participation/Contribution to Class Learning grade will be assigned to each student as
indicated in the grading section of this syllabus. Just as successful general managers demonstrate
strong oral communication skills, your participation in expressing your ideas and communicating
ideas effectively is required to be successful in ICE. You should demonstrate knowledge and
thoughtful analysis of the readings, and, if appropriate, you should constructively challenge the
ideas presented in the readings or by the faculty or other students. You should express your ideas
and communicate your ideas effectively and respectfully. Although the faculty prefers a natural
and voluntary discussion, cold-calling may be employed on occasion. All forms of class
participation are designed to encourage individual contribution in a professional and supportive
setting and to facilitate the inclusion of a variety of perspectives in the classroom.
Instructors will take attendance at the beginning of each class and will assign daily class
participation grades after each class as follows:
Participat
ion
Grade
2
1
0
-1
Criteria
Exceptional
contribution to
class discussion
and learning
Positive
contribution to
class discussion
Attentive but did
not participate
meaningfully
Unprepared
attendance or
excused absence
Negative
behavior or
unexcused
absence
Example(s)
These are insightful comments or questions that go
beyond the readings, cases, or class discussion and
demonstrate new ideas. They move the class thinking to
a higher level or require the student to take a real risk
(e.g., student speaks up to persuasively and respectfully
disagree when there seems to be consensus in the
room, does an effective job of responding to a cold-call,
is willing to ask the stupid question, etc.).
Comments or questions that demonstrate thoughtful
preparation and attention to the readings, cases, or
class discussion and move the class forward.
Paid attention and politely listened to others but did not
engage in the discussion or made repetitive comments
that did not add to the discussion.
Unprepared for cold-call, inattentive, or absent from
class with prior approval.
Inappropriate, disruptive, disrespectful, or distracting
behavior or comments; late arrival, leaving early, or
absence from class without prior approval.
Meaningful, high impact contributions to the discussion via insightful comments and questions
are most valued, while frequent, irrelevant, repetitive comments receive little value. You are
expected to conduct yourself at all times in a professional manner by showing respect toward
others as well as by showing regard toward the classrooms and meeting spaces in our building.
Participation evaluation and subsequent point allocation is completely up to the
instructors. Obviously, some degree of subjectivity is involved, but every effort is made by the
instructors to arrive at a fair and consistent standard.
If participation is uncomfortable for you, please discuss this problem with the faculty early in the
session so that we can identify approaches to help you learn and practice this important skill to
increase your class contribution and comfort. The earlier in the semester you begin, the more it
will help your learning. If English is your second language, we want to use this class to help you
develop your comfort and facility in English discussions.
Attendance is Essential and Required -- Attendance is essential and required since you cannot
participate if you are not present. If you find that you are unable to attend class, you must notify
your instructors in advance and then it is up to the instructor to determine whether the absence
will be excused or not. If the absence is excused, please note that you will receive a 0 for class
participation for that day because you are unable to participate and contribute to the class
discussion and learning. If you attend class and demonstrate that you are unprepared for class or
are inattentive, then you will also receive a class participation grade of 0 for the day. If you fail
to attend class without an excused absence, you will receive a -1 for the day. Inappropriate
web-surfing, e-mailing and/or instant messaging during class is distracting and inconsiderate and
will result in a class participation grade of -1 for the day. Also, arriving late and leaving
early is unacceptable and will lower your participation grade. Excessive absences will result in
a significantly lower grade and could result in an F grade for the affected course(s).
Participation -- Participation, or speaking out loud in class, is important because:
Discussion or debate about a business situation is much more fruitful when multiple perspectives are included,
which can only happen through participation in the discussion by many people.
Others will hear your perspective and will analyze how it is different from their own, and will learn from that
analysis. Be an active listener and you will learn more from others participation.
When you are working in an organization, you will be expected to participate constructively in business
meetings. The McIntire School classroom is an excellent place to learn and practice these skills.
Articulating your thoughts out loud demands that you be clear and precise, and to speak so that others
understand. This discipline will help your learning.
You will learn more and will clarify your own thoughts better by teaching others.
Instructors grade class participation at the end of each class and summarize patterns of
participation over the course. Quality of participation is more important than quantity, but
speaking frequently (unless comments detract from the class) is also helpful. High quality
participation demonstrates good preparation before class; active listening to contributions of
others during class is encouraged and moves the class discussion in a constructive direction.
During class discussion, questions often may be as useful as statements.
Contribution to Class Learning -- Helping your classmates learn is important because the
business environment is constantly changing, and no one person will always have all the best
ideas. The most successful businesses are those whose employees help each other learn about
7
new things as they arise and cooperate to solve problems and implement solutions. This is a very
different approach to learning than most students have experienced in the past, but it will be
critical to your successful transition to the post-UVA world. The McIntire School environment is
an excellent place to learn and practice cooperative learning.
There are many ways you can contribute to class learning, in the classroom itself, as well as in
the McIntire School and University of Virginia communities. For example, you can:
Participate actively in small group discussions during class.
Assist classmates in solving homework problems and assignments (unless they are designated individual
effort by the instructor).
Play needed roles in your study group: help lead, keep people on track, keep people organized, prepare
your parts especially well, and help others synthesize their parts, etc.
Share special assets you have, such as artistic or computer skills.
Most instructors grade contribution to class learning by observing students activities in class,
and watching how students interact. You may be surveyed in a Peer Evaluation towards the end
of the semester and asked to identify others in the class that contributed to your learning, as well
as to identify how you contributed to others learning. Patterns in these activities are analyzed to
obtain a grade.
Please remember that Participation/Contribution to Class Learning is designed to capture
active and cooperative learning. This type of learning is critical to your success as a leader, so it
is a central part of McIntire Schools program. Your thoughtful contributions will help make
everyones learning more effective. Your grade for participation/contribution to class learning
varies over the ICE components as is described under the Grading Framework presented later in
the syllabus.
Group Work:
Most organizational tasks are accomplished by groups or teams, so learning to be a good team
member, and a good team leader, is an important part of your business education. In the ICE
program, you will be in a team that will work together for the full semester on a project too large
and complex for one person to do. Your success on the project will be determined, in part, by
how well you work together as a team.
To help your team perform well, ICE includes a team-building program to systematically
develop group knowledge and skills. This will be important to you, because your performance in
the different subject areas of ICE, and on the project, will require effective team effort. During
the semester, your team will engage in exercises to teach you about groups, and more
importantly, help you diagnose and correct team performance problems in your ongoing ICE
team. Here are answers to frequently asked questions about the ICE team-building component:
How will the teams be assigned? Eight teams will be formed in each block, making team size five or six persons.
Assignment to teams is initially random, with adjustments made ensure diversity. You will be assigned to a team
during your first week, and will start working together almost immediately.
What if I dont like my group? Can I switch with someone on a different team? Once the teams are assigned
there will be no switching. Some difficulties working together are par for the course, and are opportunities for
learning.
How does grading for the team-building program work? There is no grading for the group work involved in
completing the activities in the Team Building component, although failure to complete the exercises adequately
could harm your OB participation grade. The payoff for good performance in this part of ICE is that your work in
other segments will go better. In addition, your fellow team members will evaluate your work as a team member,
and that will be factored into the participation component of your OB grade through a peer evaluation survey sent
out with the final.
What if my group is having problems? It is not unusual for groups to have problems for which outside assistance
will be required. Effective groups are not so much the ones without problems, but those that deal with their
problems in a timely way, and learn in the process. If you see problems that are going unresolved you should feel
more than comfortable seeking out any members of the ICE faculty who will help you and your group to resolve the
issues and get back on track. Dont wait for difficulties to turn into big problems before seeking assistance.
Remember, getting help is not a sign of weakness, but rather an opportunity for learning and improvement.
Do we still have to do all this if our group is getting along really well? The short answer is, yes. A group is not
necessarily doing well just because everyone gets along, is having fun, or has no evident problems. Its about
performance, and that includes learning skills and attitudes that will be useful in your career.
Alcoa Interdisciplinary ICE Project:

This assignment is a semester long project involving the development of a business plan for a
new investment for Alcoa. The project consists of three main components: a Strategic
Opportunity Analysis Report, a Marketing and Financial Plan, and a Group Presentation. The
document, Alcoa Interdisciplinary ICE Project Description - 2012 contains more
information on the projects requirements and will be handed out in class. Important dates for the
Alcoa Interdisciplinary ICE Project are as follows:
Alcoa ICE Seminar - Introduction & Overview with Alcoa Executives: September 25, 2012 (Note: This
ICE Seminar likely will be moved to an in-class session on October 3.)
Alcoa IIP Strategic Opportunity Analysis Report (SOAR) : Due on or before October 25, 20112
Alcoa ICE Seminar - Conference with Alcoa executives: October 30, 2012
Alcoa IIP Final Report - Marketing & Financial Plan: Due on or before November 30, 2012
Alcoa IIP Presentation: December 5/6, 2012 (randomly assigned)
Alcoa Release: As part of the Alcoa Interdisciplinary ICE Project, each student will sign an
Alcoa Release form to accompany submission of the Alcoa Interdisciplinary ICE Project. A
copy of the Alcoa Release form will be distributed in class for your signature.
Peer Evaluations
At the end of the semester you will be required to fill out a peer evaluation form indicating your
contribution to the project as well as that of your group members. Evidence of exemplary
contributions may be rewarded, while evidence of free loading will be investigated and may
result in a grade penalty. The faculty reserves the right to adjust your project and course grades
based on peer evaluation results.
Team Analysis Paper

The objective of this assignment is to: analyze your groups profile and dynamics to determine
patterns of effectiveness and ineffectiveness; develop a plan for team improvement for the
remainder of the semester; and build commitment to helping your group become a disciplined,
high performing team. The paper is due by November 2. Details about the assignment will be
forthcoming from Professor Cross.
9
Interim Examinations, Assignments and Exercises:

There are several INDIVIDUAL interim exams that take place during regular class and seminar
times but also at other times outside of class. Please mark your calendars accordingly for the
following interim exams: Finance (Wednesday October 17th in-class and Tuesday evening,
November 13th in Robertson Hall 223 & 225), Marketing (Wednesday, November 28th in-class),
and OB (Friday, November 16th in Robertson Hall 223 & 225). Make-up examinations are not
typically given so please plan accordingly. All exams in ICE are individual and you will be
expected to work alone on all aspects of each exam. There are also writing and speaking
assignments in Communication and Organizational Behavior as well as quizzes and exercises in
Marketing, Finance, and Quantitative Analysis. The exams, assignments, quizzes, and exercises
will be discussed in class.
Final Examination:
The comprehensive, integrated ICE final examination is an INDIVIDUAL exam. You are
expected to work alone on all aspects of the exam. The exam will be distributed at 1:00pm
on Monday, December 10, 2012. The examination is DUE by 1:00pm on Saturday,
December 15, 2012. The format of the final exam will be discussed in class later in the semester.
Required Completion of ICE Course Evaluations:

Course evaluations must be completed for COMM 3010, COMM 3020, and COMM 3030. You
must complete all the required ICE course evaluations. Please be advised that Collab will
notify the faculty in each course if you do not complete the ICE course evaluations.
ICE Evening Seminars and Events:

Evening seminars are periodically scheduled throughout the semester for ICE Team 4 on
Tuesdays from 5:00 pm to 7:00 pm in Room 120. Attendance at all ICE evening seminars is
mandatory. There are also a variety of special events throughout the semester that you are also
expected to attend. Please check this document for specific dates and mark your calendars.
McIntire Subject Pool and Research Participation:

During the academic year, you are required to participate in three research studies conducted by
McIntire faculty. Participation in these studies is required to complete your ICE coursework
requirement (each study is credited on a satisfactory/non-satisfactory basis). Simply by showing
up for a study you are virtually assured 100% credit for its completion. Students who fail to
complete three studies will be given an incomplete for COMM 3040 until the requirement is
fulfilled. If you are studying abroad in the spring semester, you are exempted from having to
participate in the studies. However, you are encouraged to do so during fall semester to
experience the research process. The number and timing of the studies offered varies from year
to year depending on when the faculty collect data, but we guarantee enough opportunities to
fulfill the requirement by the academic years end. Historically, most studies are conducted in
spring, so this is when you most likely will fulfill the requirement. However, on occasion faculty
conduct research studies in the fall semester. It is highly recommended that you fulfill the
research participation obligation at the earliest opportunity since the number of subsequent
studies that will be offered always is somewhat uncertain.
You will receive email notices of study opportunities. Please pay attention to these. Other
study opportunities (and sign-up sheets) may be posted on a bulletin board located in the
commons area between 311 (Student Services) and 317 (Trading Room). The last day to
complete the study participation requirement is April 19, 2013. Finally, in compliance with
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Institutional Review Board requirements for university studies, it is possible to earn research
participation credit through alternate work. While we encourage you to participate in research in
order to enhance your own learning experience, this alternate route is available at no penalty.
Questions about the research requirement, including details on the alternate credit route, should
be directed to Mr. Baglioni (ajb2t@virginia.edu).
Important Policies:
Cell Phones, Smart Phones, Laptops, Netbooks, Tablets, Pagers, etc.: Upon entering the
classroom, please turn off - not set to silent or vibrate - all cell phones, smart phones, laptops,
netbooks, tablets, pagers, etc. Use of computers in the classroom is at the discretion of the
instructor and is allowed only for designated class purposes. Please keep computers off your
desks at all other times. When computers are allowed for class purposes, inappropriate Websurfing, emailing, instant messaging, twittering, blogging, or the like is distracting, inconsiderate,
and will result in a -1 for an offenders daily class participation grade. (UVA Student Council
adopted the following resolution on January 14, 2003: "Student Council endorses a policy in
which professors inform students at the beginning of each semester at least on written syllabi that
they must turn off their cell phones before entering class.")
Audio and Video Recording to Meet Course Learning Objectives: We will make audio and
video recordings of presentations for instructional purposes related to our course. The recordings
may not be used for any purpose except to meet the learning objectives of our course. The
recordings may not be shared with or distributed to any other individual or groups without the
expressed written permission of the instructor and the recorded students.
McIntire Policy on Audio and Video Taping and Distribution of Class Materials : Audio and
video recording are only allowed under special circumstances (e.g., students with documented
disabilities) and only with the prior written permission of the instructor. Any audio or video
recording or all other class materials handed out in class or posted to websites such as
Blackboard or COLLAB may not be exchanged or distributed for commercial purposes, for
compensation, or for any other purpose other than study by students enrolled in the class. Public
distribution of such materials may constitute copyright infringement. Unauthorized use of class
notes or recordings may subject an individual to University Honor, Judicial charges, and/or legal
action.
Respect for Others and for the McIntire School Facility: As a McIntire student and future
business professional, you are expected to conduct yourself in a professional manner by showing
respect toward others as well as by showing regard toward the classrooms and meeting spaces in
our building.
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GRADING FRAMEWORK for FALL SEMESTER:

The grading for ICE is based on three, four credit-hour courses as follows: Strategy, Systems,
and Communication will make up your COMM 3010 grade; Marketing and Organizational
Behavior will make up your COMM 3020 grade; Finance and Quantitative Analysis will make
up your COMM 3030 grade. Details of the grading framework for each course follows:
COMM 3010 Grading
Course Requirement :
Weight
Written Case Analysis
Strategy & Systems
10.0%
Communication
S/NS
Interdisciplinary ICE Project (IIP)
Strategy & Systems
Strategic Opportunity Analysis Report (SOAR)
10.0%
Final Report -Marketing Plan & Financial Analysis
S/NS
Communication
Strategic Opportunity Analysis report (SOAR)
S/NS
Final Report - Marketing Plan & Financial Analysis
5.0%
Alcoa Corporate Presentation at end of semester
7.0%
Assignments
Process Management Memo Assignment
Strategy & Systems
7.5%
Strategy/Communication Memo Assignment
Strategy & Systems
7.5%
Communication
5.0%
Corporate e-mail (Communication)
S/NS
Speaking Assignments 1&2 and Group Memo (Communication) 4.0%
Great Lakes Letter Assignment (Communication): grade counts in participation
Examinations
Strategy & Systems Final Exam
15.0%
Communication Final Exam
5.0%
Participation & Contribution to Class Learning
Strategy & Systems
20.0%
Communication
4.0%
Total for COMM 3010
100%
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COMM 3020 Grading

Interdisciplinary ICE Project (IIP)
Marketing
Organizational Behavior
Assignments
OB Team Analysis Paper
OB Reflected Best Self Report
Examinations
Marketing Exam
OB Exam
Marketing Final Exam
OB Final Exam
Participation & Contribution to Class Learning
Marketing
OB
Total for COMM 3020
Weight
5%
15%
S/NS
S/NS
S/NS
S/NS
15%
15%
15%
10%
10%
15%
100%
COMM 3030 Grading Details

Team Case Analyses, Presentation & Memos
8%
Interdisciplinary ICE Project
Finance Midterm Examinations (2 worth 15% each)
Class Participation, Homework, & Cases
Final Examination
Total for COMM 3030
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Weight
15%
30%
22%
25%
100%
Daily Schedule - Blocks 7 and 8, Fall Semester 2012

Block 7 meets in RR Hall 246 MW from 9:30 to 12:15 and TR from 8:00 to 10:45
Block 8 meets in RR Hall 246 MW from 2:00 to 4:45 and TR from 12:30 to 3:15
August 28, Tuesday

Topic: Strategy & Systems - Introduction and the Evolution of Business
Overview:
At its core, your COMM School experience will center around problem
solving. This opening session will introduce our case-based method of
learning and begin an analysis of the evolution of business over time.
We will also introduce the strategy and systems module and explore the
seemingly simple question: What is strategy?
Readings/Cases:
Chandler, The Enduring Logic of Industrial Success
Fortune, Welcome to the Revolution
Friedman, Its a Flat World, After All
Porter, What Is Strategy?
Discussion Questions:
1. How does Chandler explain business success?
2. Which portions of Chandlers logic apply in organizations and industries
today and in the future? What does not or will not apply? Why?
3. What does Friedman mean by a flat world? How did it get that way
and do you agree with him?
4. In helping companies to gain a competitive advantage, what is the most
important part of Porters article on strategy?
Asignment Due: Initial Email Writing Assignment due 9:00pm Tuesday August 28th
As described in the assignment you were given during orientation, you should have researched
recent information about Alcoa. Then you should have written a professional email addressed to
Alcoa corporate officers in which you ask three questions. Your questions will be used to help
structure our conference with Alcoa executives scheduled for Tuesday evening, October 30,
2012. See the assignment sheet provided during orientation for more details.
Familiarize yourself with how Alcoa presents itself:
ALCOA: http://www.alcoa.com/global/en/home.asp
Alcoa Annual Report: http://www.alcoa.com/global/en/investment/info_page/annual_report.asp
Before you write, read the chapters & articles suggested on the assignment sheet and for our
class on 8/29. Then, as you brainstorm ideas, keep the following basic questions in mind:
What do you want to know about the industry in which Alcoa competes?
What do you want to know about the challenges and opportunities Alcoa faces?
In this assignment, and in all writing you do for ICE, use your strongest writing
skills.
Use VIRGOs commerce focused databases to research and reference at least
three articles about Alcoa to support the nature and content of your questions.
Again, do not actually send the questions to an Alcoa executive; your email
should be sent to Prof. Pentz.
Do not attach a Word document to your email; begin the email with a salutation
and direct address to a specific top Alcoa executive. Include your contentand
questionsin the body of the email.
Send Prof. Pentz your Alcoa email no later than 9:00pm Tuesday August 28th
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Assignment Made - MBTI Survey: Go to the Textbook Office of the University Bookstore as
soon as possible and ask for a voucher for your Block. Take the voucher to the Bookstore cashier
who will stamp the voucher when you pay. You MUST bring the stamped voucher to class on
August 29th in order to be given the MBTI survey for OB. Feedback from the survey will be used
in class on October 2nd. This survey is due in Professor Crosss mailbox by September 14th.
August 29, Wednesday

MBTI: Bring voucher to class today August 29 in order to receive the MBTI survey. The
completed survey must be submitted to Professor Cross mailbox by September 14.
Topic: CommunicationManaging Communication in a high speed electronic age. (Pentz)
Readings/Cases In:
Communication Reader:
Daniel Silverman, How to Write Effective Emails, including:
Tips for Writing Better Email
Revising Emails so People will Read Them
Is Your Email Businesslikeor Brusque?
COLLAB:
Tell-All Generation Learns to Keep Things Offline Laura M. Holson, New York Times,
May 8, 2010
Vast F.D.A. Effort Tracked E-Mails of Its Scientists, Eric Lichblau and Schott Shane,
New York Times, July 14, 2012
Guide to Managerial Communicationhereafter designated by the acronym: GMC
Communication Strategy, pp. 3-32
Discussion:
We will debrief the initial email assignment by reviewing selected (anonymous)
student emails with the class.
Bring 2 printed copies of your email to class with you.
Be prepared to share your individual emails with your group for peer feedback.
Be prepared to share and explain during class discussion the important takeaways
youve identified from the readings.
Be prepared to discuss the impact of rapidly evolving electronic forms of
communication on professional writing and speaking generate both personal &
professional examples.
Be prepared to review the emails from your group members, compile their best
elements, and combine those elements into one email that you will send to Prof.
Pentz for feedback by 12:00 noon, Thursday Aug. 30th.
Assignment Made:
Review your previous college papers for a non-commerce class.
Find the paper on which you earned the highest grade.
Excerpt the introduction.
Share the introduction with your group.
As a group, decide which one introduction is the strongest.
E-Mail a copy of your groups selected introduction to Prof. Pentz by 2:00pm
Sunday September 2nd.
PutBlock #; Group #--Acad. Intro. Para.in the subject line.
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Topic: Strategy & Systems - Strategy and Strategic Thinking

Overview:
Following the Porters What is Strategy? discussion and Markides
articles, the notion and importance of the fit is explored. In addition,
we explore the dynamic nature of strategy, and why it is important for
firms to recognize and colonize a distinctive strategic position in a
global industry.
Readings/Cases:
Markides, A Dynamic View of Strategy
Chen, Competitive Dynamics: Competition as Action-Response
The Battle for Logan Airport
1.
What is the central point(s) the author of the competitive
dynamics paper is trying to make?
2.
How does this point relate to the battle for Logan Airport?
August 30, Thursday

Topic: Strategy & Systems - IT-Enabled Change and Process Models
Overview:
As an extension of our discussion on systems thinking, managers must
develop the ability to analyze and redesign business processes. Todays
readings will focus on how organizations are able to change and adapt to
new business processes in order to become more efficient and profitable.
Readings/Cases:
Hammer, Reengineering Work: Don't Automate, Obliterate
Pharmacy Service Improvement at CVS
Right Away and All at Once: How We Saved Continental
Otis Elevator
1. According to Hammer, why do organizations design inefficient
processes? What are some of the key barriers that need to be overcome
to effectively reengineer business processes?
2. What inefficiencies do you see in the CVS prescription fulfillment
process and what changes might you recommend in order to overcome
problems that you see in the case?
3. What were the signs that Continental was in a crisis and what did the
management team do to turn things around? Would you characterize
these changes as evolutionary or revolutionary?
4. What were some of the key process problems and changes at Otis
Elevator?
Assignment Made: Process memo assignment due to Prof. Morris and Prof Pentz at Noon,
Friday September 7.
Assignment Due: Send (via email) your group-compiled, revised Alcoa email to Prof. Pentz by
12:00pm (Noon) today, Aug. 30th, 2012.
September 3, Monday
Topic: Communication--Moving from Academic to Business WritingDesign, Purpose & Audience
(Pentz)
Readings/Cases:
GMC: Writing: Macro Issues pp. 53-70.
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Communication Readings packet:

Developing Managerial Writing Skills at the McIntire School of Commerce
COLLAB: [COMM 3010 - Blocks 7 & 8 - Pentz]
ICE Memo Guidelines
Building a Better Presidential Daily Brief example/article
Discussion and/or Activities:
Be ready to evaluate selected student introductory paragraphs (anonymously) in
class.
Be prepared to discuss the difference in tone, structure, rhetorical style, purpose
and audience for each of the Giamatti writings on baseball.
We will introduce basic memo structure, the purpose of the memo in corporate
communication, and the McIntire memo format.
Be prepared to explain how to create headings with stand-alone sense.
Be prepared to discuss the key elements contained in effective openings and
closings to documents - including the blueprint in a memo introductory
paragraph.
Be prepared to discuss ways to bottom line a piece of writing.
Understand the key acronyms of Communication Class: BLUF, SAS(H)
Topic: Strategy & Systems Value Chain
Overview:
Businesses should be viewed holistically, as a system of interacting
parts. As such, todays session will illustrate how the various
components of business operate together.
Readings/Cases:
http://en.wikipedia.org/wiki/Value_chain
Johnson, Christensen, Kagermann, Reinventing Your Business Model
Is Dells Business Model Broken?
1. Be prepared to discuss the business model of your company.
2. Think of some examples of how firms have been able to capture value
generated along the value chain.
3. How did Dell achieve a competitive advantage? How has the
environment changed and what challenges are they facing today? How
does Dell achieve integration with its upstream and downstream
business partners?
Special Note: A Commerce-Related Organization Fair is being held today. Information
about the fair will be provided from the Office of Student Services. Plan to attend the fair before
or after your classes to learn about various Commerce organizations.
September 4, Tuesday
Topic: Organizational Behavior 1 - Team Development (Cross)
Readings:
Elite Teams Get the Job Done
A Note on Team Process
Discussion: Be prepared to discuss the following questions:
What great teams have you seen, and what made them great?
What prevents a team from becoming great?
Think about your ICE team as you read. What are the relevant
lessons?
Topic: Organizational Behavior 2 - Team Performance (Cross)
Readings:
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The Forgotten Group Member

Desert Survival Activity (Will Hand Out In Class)
Discussion: Be prepared to discuss the following questions related to the articles:
What timeline of events led to the problem?
Where could the problem have been solved? What would you have done?
What would you do now?
Assignment Made: Be sure to have your voucher from the Textbook Office of the University
Bookstore today so that you can receive the MBTI survey. This survey will take about hour to
complete. Note: You must complete the survey and turn it in to Professor Crosss mailbox
by Friday, September 14th at 5PM.
September 4, Tuesday, 5:00 - 7:00 p.m. - (Special Session/Room 120)

Topic: Introduction to Commerce Career Services and to the Careers 101 sessions
Everyone is expected to attend this ICE seminar, led by the Commerce Career Services (CCS) Career Development
Team. The seminar will include an overview of the CCS office, a summary of how the job-search and career
development process works (resources, staying connected, internships, Cavlink and Commtrak, Commerce Career
Day, networking, resumes, cover letters, interviewing, and important dates), an overview of the Careers in Finance
101, Careers in Marketing 101, Careers in IT 101, and Careers in Consulting 101 series, and plenty of time for
Q&A. The objective is to give you a head start on the job-search process to put you in a better position for success in
a tough job market. Attendance is required.
Note: Tuesday evening is the Block7/Block 8 ICE Seminar evening. Please keep Tuesday
evening free on your calendar for ICE Seminars and other ICE academic activities.
September 5, Wednesday
Topic: Strategy & Systems - Strategy and Process Fit
Overview:
Todays session explores how strategy and process models fit with the
external environment. To do this, we will examine the sustainability of
competitive advantage in different contexts. In addition, we will study
how one company was able to integrate new business strategies and
business processes in order to become more competitive.
Readings/Cases:
ECCO A/S Global Value Chain Management
Wal-mart Stores: Every Day Low Prices in China
1. What are ECCOs sources of competitive advantage and what is their
position in the market? What challenges do they face in managing their
global supply chain and what role does (or should) IT play?
2. Why is Wal-Mart successful in the US? Can Wal-Mart build the same
competitive advantage in China through its successful business model?
September 6, Thursday
Topic: Strategy & Systems - Environmental Analysis
Overview:
In prior sessions, we have discussed the formulation of strategy and
pursuit of competitive advantage. Such activities are not possible
without understanding the companys context. The book chapter and
lecture will explain a tool used to make sense of the world surrounding
the company.
Readings/Cases:
HBS, SWOT Analysis I
Porter, Understanding Industry Structure
Eisenmann, Satellite Radio
18
1. Why is the analysis of the external environment critical to a firms
ability to identify and colonize a distinct strategic position?
2. How does industry (5-Forces) analysis help you to identify profitability
of an industry?
3. What are the strategies to influence industry profitability?
Assignment Made: Strategy/Communication Memo assignment made:
Strat/Comm Analysis memo due by 4:00pm for Prof. Knippen
Wednesday September 12th.
Workshoped Revision of Strat/Comm Analysis memo due to Prof.
Pentz by 4:00pm on Saturday, September 15th.
September 7, Friday - Kickball/Block-Building Day

Kickball/Block Building Day is held at The Park - North Grounds today from 11:45 a.m. to
4:00 p.m. Lunch will be provided. Details available from Office of Student Services. Rain date
is Friday, September 21.
Assignment DUE: Two hard copies of your Process memo Assignment are due at Noon today.
Please place one copy in Prof. Morris mailbox and one copy in Prof. Pentzs mailbox. Make sure
your name & block # are listed in the top right hand corner of your memos.
REMINDER about MBTI Survey: You must complete your MBTI survey and turn it in to
Professor Crosss mailbox by September 14th.
September 10, Monday

Topic: CommunicationFinding, and using, the story central to your analysis (Pentz)
Readings & Cases:
COLLAB:
Stories vs. Statistics John Paulos, New York Times, October 24th, 2010.
Stories that Sell, Stories that Tell, Kaufman, Journal of Business Strategy, 2003.
How a 2 minute story helps you lead, Stew Friedman, 8/4/09
Collaborating Across Cultures, Blanding, Michael, Harvard Business School
Working Knowledge, June 25th, 2012.
Discussion/Activities:
Fairytale Fact vs. Fiction - whose story is it anyway?
How do the elements of narrative and evidentiary data complement each other when crafting
persuasive arguments or reports?
Bring in one copy of your process memo to share with your group. Be ready to provide
feedback to one another about how to improve the structure of your memos.
Topic: Strategy & Systems - Business Intelligence
Overview:
In todays environment organizations have a phenomenal amount of data
available to help them make smart business decisions. We will discuss
technologys role in harnessing and making sense of that data and
transforming it into useful business information. We will discuss
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business intelligence using a case from the health and tourism industry
as context for our discussion.
Applegate, Canyon Ranch
McKinsey Big Data
Readings/Cases:
1.
What are the drivers behind the move to analytics and big data?
What is this trend so hot in all industries right now?
2. What is the difference between data and information and how
does technology enable companies to utilize each effectively?
3. How did Canyon Ranch use data analytic capabilities strategically and
what key changes did they introduce as a result?

Topic: Strategy & Systems - Internal Sources of Competitive Advantage
Overview:
Understanding the companys context is important, but not sufficient. An
analysis of its internal environment is the next step toward
understanding opportunities for uniqueness. Well look at how
companies can use technologies to leverage their capabilities and
explore how rigidities can limit a companys ability to exploit new
business processes.
Readings/Cases:
Barney, Looking Inside for Competitive Advantage
Yoffie and Kim, HTC Corp in 2009
1. What resources and capabilities lead to competitive advantage?
2. What is the difference between resources and capabilities?
3. What are some of the core capabilities and rigidities of HTC Corp.?

Topic: Using Databases & Library Resources
Everyone is expected to attend this ICE seminar presented by Mr. Brad Miller, Director of IT Client Services,
McIntire School of Commerce and Mr. J. Warner Granade, Public Services Manager, UVA Library. Information will
be presented about using the databases and resources at the McIntire School and in the UVA Library system. This
information is critically important and valuable for the ICE projects and other assignments throughout the ICE
program. Attendance is required.

Topic: Strategy & Systems - Integrative Technologies
Overview:
The ability of technologies to span business units within the organization
and integrate business processes is unprecedented. Enterprise resource
planning (ERP) systems are one technology that can be used to
accomplish this; however,
Readings/Cases:
Harley Davidson Motor Company: Enterprise Software Selection
Cisco Systems Architecture: ERP and Web-enabled IT
1. What is an Enterprise Resource Planning (ERP) system?
2. What was Ciscos approach to ERP investmentwhat was the level of
investment, what was the timeline, and what were their goals?
3. What was Harleys approach to ERP investmentlevel, timeline, and
goals?
4. Which vendor do you believe Harley-Davidson should select and why?
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Topic: Communication--Writing for Results Workshop (Pentz)
Assignment DUE: Strategy/Comm Memo assignment is due at the start of class today.
Multiple copies of this memo are due at the start of Communication class today.
You will hand in one pristine, professional copy - for Professor Knippen at the start of
class.
You will have multiple copieswithout exhibits-- for each of your group members to use
during out workshop.
Readings: Review Macro & Micro writing in GMC.
We will hold a writing workshop during this class in order to improve your
second attempt at business memo writing. You will give and receive peer
feedback on your writing within your ICE group.
Be prepared to explain how examples & comparisons enhance cohesion and
meaning in a document.
Be prepared to discuss paragraph level methods to create coherence.
Be prepared to polish the transitions in your memo.
Topic: Communication --Writing as a Team and building business documents (Pentz)
Readings:
Comply or Communicate? The Best Annual Reports Do Both, R. Carpenter.
Sustainability Nears a Tipping Point, MIT Sloan Management Review & The Boston
Consulting Group, Research Report, Winter, 2012.
Be prepared to participate in a brief group writing exercise in class.
What are the key communication elements of a successful corporate report?
How are those elements reflected in the group authored report you read for today
from MITSloan and BCG on sustainability?
Be prepared to share examples of your own past group writing experience.
Be prepared to start thinking about how to divvy up tasks, and exploit individual
skills within your group on a group writing exercise.
Look forward to the case analysis assignment and devise strategy for tackling the
group writing element of the case analysis.
Be prepared to engage in a short story of you speaking activity
September 13, Thursday evening - Career Day Panel Discussions

A series of industry-focused panels will be held in Rouss & Robertson Halls (time for each panel and room locations
will be announced). Topics for the panel discussions include but will not be limited to: accounting, banking,
consulting, finance, marketing, high technology, and careers off the beaten path. Additional event details available
on the Commerce Career Services website: www.commerce..edu/career_services.
September 14, Friday - Commerce Career Day in JPJ Arena

Over 100 employers are expected for the 24 th annual Commerce Career Day. The event will be held in the John Paul
Jones Arena from 10:00a.m. to 3:00p.m. Additional event details available on the Commerce Career Services
website: www.commerce..edu/career_services. Please note: An online registration product is used for Commerce
Career Day. Online registration allows students an opportunity to search participating organizations by name,
industry, geographic location, job/internship positions available, and concentration of interest. For additional
information, please see the Commerce Career Services website: www.commerce..edu/career_services.
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Asssignment Due: Revised Strat/Comm Analysis memo due by 6:00pm Friday,

September 14. Staple your revised memo on top of your initial memo and any particularly
helpful peer comments. Then place the stapled packet in Prof. Pentzs mailbox no later than
6:00pm Friday, September 14. Make sure your name and block number are in the upper right
hand corner of your revised memo.
ASSIGNMENT DUE: MBTI Survey is due today, September 14: The completed MBTI
survey must be submitted to Professor Cross mailbox today. The results of the MBTI survey will
be presented in class on October 2.

Topic: Strategy & Systems - Corporate Social Responsibility and Sustainability
Overview:
Business practices and competition have evolved over time. We will
discuss the concept of social responsibility and the boundaries of the firm.
We will also investigate the effects of sustainability practices on
organizational competitiveness.
Readings/Cases:
Friedman, The Social Responsibility of Business Is to Increase Its
Profits
Freeman, Stakeholder Theory of the Modern Corporation
1. What are the boundaries of a firm?
2. Compare and contrast the logic used by Friedman and Freeman.
3. Who are Alcoas stakeholders?
4. What is sustainability?
FYI - COMM 3110 There is an in-class COMM 3110 exam today.
Monday, September 17 - Block 7 & Block 8 Cookout at Dean Zeithamls

You will receive an invitation from Dean Zeithaml for a Block 7 & 8 cookout at his home (The Weeden House) on
Sprigg Lane, beginning at 6:00p.m. Please make this date on your calendar.

Topics: Strategy & Systems - Organizational Architecture (1st session)
Overview:
Successful organizations must ensure that they have the proper type of
organizational structure. Todays session explores how firms incorporate the
necessary integration and process so that the internal and external boundaries of
the firms are flexible and permeable. We will develop an understanding of the
relationships among strategies, structures, and other organizational elements
Readings/Cases:
Tushman and OReilly, Managerial Problem Solving: A Congruence

Approach
CASE: The National Geographic Society
1. Why is organizational structure considered an important part of our
understanding of an organizations strategy?
2. What is your evaluation of Natinoal Geographics new mission? What
are its advantages and disadvantages?
3. What are the strengths and weaknesses of the proposed e-commerce
position? To whom should it report?
4. Does National Geographics structure fit its chosen strategy?
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Topic: Strategy & Systems- Disruptive Technologies (2nd session)

Overview:
We discuss disruptive technologies in general and their role in the
business environment. Well explore the way that disruptive
technologies impact industries and organizations over time. The most
successful companies demonstrate an ability to sense and adapt to their
environment to include changes in technology as we have discussed this
week. Change has become ubiquitous and presents the managers of
firms with unique challenges that they must address in order to stay
competitive.
Readings/Cases:
Bower & Christensen, Disruptive Technologies: Catching the Wave
Shih, Koffmann, and Spinola, Netflix
Netflix messes up, The Economist, September 24, 2011
1. What makes a technology disruptive? How can you recognize
disruptive technologies and what are the implications for strategy for
affected organizations?
2. What do B&C say are the keys to prospering at points of disruptive
change? Do you agree?
3. How has Neflix changed its business model and processes to adapt
with environmental changes?

Topic: Communication--Communicating Bad News I - Sensitivity Not Spin and No Surprises
(Pentz)
Readings:
MCR Great Lakes Garments, Inc.
COLLAB:
At Layoff Time, Some Companies Spurn the Personal Touch, The
Washington Post, May 20, 2001
Bad News, Good Practices The Washington Post, June 15, 2003.
Those doing the layoffs can feel lingering stress, M. Elias, USA Today,
4/22/09.
Alcoa sources: what bad news, if any, has Alcoa responded to, or commented on, in the
past two weeks? How would you characterize its response?
Bring in:
Examples of Alcoa bad news message if any
layoff stories/examples
What are the ethics involved in communicating bad news to employees?
What are the problems that arise when conveying bad news to employees?
How does a global workforce have an impact on the manner in which one
conveys bad news?
How is understanding audience needs even more crucial when conveying bad
news? How many audiences may a bad news message have?
How does one manage bad news in the national spotlight?
How might you present potentially negative information so as to generate a
positive response? (job interviews)
23
Be prepared to discuss audience directed attitude, buffers and goodwill

statements used as buffers.
Discuss ways to couch problematic information to a potentially hostile audience
in a neutral, non-alarmist fashion. (Indirect Vs. direct method) (projects)
Be prepared to discuss audience-centered, other-directed writing.
Case Analysis: Be prepared to discuss the elements of a documents title page
and introduction.
Topic: Strategy & Systems - Agile Organizations and Innovation

Overview:
Constructing business processes and managing innovation so that
organizations can be a source of significant structural advantage in an
industry.
Readings/Cases:
Yoffie and Slind, Apple Inc., 2010
Manjoo, The Great Tech War of 2012, Fast Company (Oct. 17, 2011)
1. How has Apple been able to remain at top innovator what are Apples
dynamic capabilities?
2. How do you think Apple will be able to retain its innovative advantage
after Steve Jobs departs?
3. What tools have you learned that you can apply to analyze Apple in
2010 and beyond?
September 19, Wednesday, 5:00 -7:00 p.m. - Robertson 123

Topic: Careers in Marketing 101 series - Advertising and Branding. Information about the
Careers in Marketing 101 series will be sent to you by Commerce Career Services.

Topic: Strategy & Systems Wrap-up
Overview:
Today we are going to reflect upon your learnings throughout the strategy
and systems module. We will also look forward towards your future and
discuss how the lessons learned can translate to a successful career.
Assignment Made: Final 3010 Case handed out; due by 5pm on Monday, September 24th
End of Strategy and Systems Module
Topic: Communication-- Bad News Communications II Group Writing the Great Lake Garment
Layoff Letter (Pentz)
Discussion and/or activities:
Today we create and workshop bad news-lay off letters in groups as we look forward to
your first group writing experience with the Strategy and Systems Case Group Report.
To practice writing as a group, you should each come into class with a list of three
ideas about how to approach writing the Great Lakes Garment letter informing
employees that they will be laid off.
Review tone, other directed attitude, audience, and buffer, and balancing good/bad
news.
How might personal communication style have an impact on the way one either receives
or gives negative information? How do the emotional needs or responses of the recipient
play into your structuring of the bad news (letters)?
Which stakeholders does the GLG company need to consider in its communication?
24
September 21, Friday Rain Date for Kickball/Block-Building Day

Rain Date for Kickball/BlockBuilding Day. Held at The Park - North Grounds from 11:45 a.m. to 4 p.m. Lunch
will be provided. Details available from Office of Student Services. Please see the syllabus entry for September 7 for
additional information.

You are expected to be familiar already with the following core
finance topics from prerequisite courses (if you are not, you should review
them prior to class):
COMM 1800 Finance Topics:

Financial Statements
Short-term Financial Planning
Working Capital Management
Break-even Analysis
Creating Financial Statements (Balance Sheet, Income Statement, Statement of
Retained Earnings, Statement of Cash Flow)
Financial Statement Analysis (common-size statements, ratios, DuPont ROE, etc.)
Accrual vs. Cash Accounting
Time Value of Money (done on calculators)
What-If Analysis
Break-even Analysis
Cash Budgeting
Capital Budgeting (make/outsource; add or drop a product line, plant, customer
etc.) does not include proforma forecasting but does include time value of
money
Topic: Finance 1---Introduction to Corporate Finance

Topics Covered: The Corporation, Financial Decision Making & Agency Problems
Reading Assignment: RWJ, Chapter 1
1. What is the purpose of the corporation?
2. What are the pros/cons of the various firm organizational structures?
3. What are agency problems?
Homework Problems: RWJ Chapter 1: read only
Topic: Finance 2---Time Value, DCF, & Interest Rates
Topics Covered: Present Value, Future Value, APR, EAR, Annuities, Perpetuities
Reading Assignment: RWJ, Chapter 4 (note: the notation in RWJ is inconsistent and should be
used only as a reference conceptually; your main source of information and formulae should be the
overheads from class)
1. Why is a dollar today worth more than a dollar tomorrow?
2. What is the difference between the APR (or SAIR), EAR, and the effective
rate per compounding period?
3. How do you convert the APR (sometimes referred to as r in RWJ but I will refer to
it as r/m) into the effective rate per compounding period (sometimes referred to
as r/m in RWJ but I will refer to it as r)?
4. How are interest rates typically quoted?
5. What is the rate that should be used to discount future cash flows?
Homework Problems: RWJ Chapter 4: 1-3, 6, 9, 11, 13, 26, 29, 46
25
Assignment DUE: Place a hard copy of your final COMM 3010 case analysis in Prof. Knippen,
Prof. Morris, and Prof. Pentzs mailboxes by 5:00 p.m.

Topic: Communication --Structuring the Spoken Word. (Pentz)
Readings: GMC Speaking: Verbal Structure pp. 86-90.
COLLAB: [COMM 3010 - Blocks 7 & 8 - Pentz]
Thx for the IView! I Wud to Work 4 U!! ;) Needleman, WSJ, 8/7/08
Discuss organizational structure for a 3-5 minute brief on a business topic(Attention
grabbing openers, previews, reviews, internal summaries, signposting, strong close with
take away points and action forward statements.)
Workshop potential speaking assignment topics in class.
Be mentally prepared for impromptu speaking moments in class.
Review grading rubric for speaking assignment
Assignment Made: Speaking Assignment 1, parts A & B
Part A: due Tuesday, October 2nd evening seminar
Part B: GROUP MEMO due Thursday Oct. 4th, emailed as an attached MS Word
document to Prof. Pentz by 5:00pm
Topic: M1, Introduction to Marketing (Kehoe)
Discussion and/or Activities: Welcome to the M-1 class session - an Integrative Session. In this
integrative M-1 class session, we will introduce the Interdisciplinary ICE Project (IIP). We also
will begin discussion of marketing and marketing planning and enlarge these concepts using the
IIP assignment document as a resource.
Assignment: Please purchase and review the Marketing custom textbook - Kehoe, ICE Marketing, COMM 3020, Blocks 7 and 8 (ISBN-13: 978-1-121-55301-9), available at the UVA Bookstore.
NOTE: Please be sure that you purchase the text for Kehoe - Blocks 7 & 8 and not a text for other ICE Blocks or
other faculty.
Assignment Made: Alcoa Interdisciplinary ICE Project (IIP)

You will receive the Alcoa IIP assignment document during class today.
Timetable for the Alcoa Interdisciplinary ICE Project (IIP):
ICE Seminar - Introduction & Overview with Alcoa Executives: September 25, 2012 (Note: This ICE
seminar likely will be moved to an in-class session on October 3.)
IIP Strategic Opportunity Analysis Report (SOAR): Due on or before October 25, 20112
ICE Seminar - Conference with Alcoa executives: October 30, 2012
IIP Final Report - Marketing & Financial Plan: Due on or before November 30, 2012
IIP Presentation: December 5/6 (randomly assigned)
Alcoa Release: As part of the Alcoa Interdisciplinary ICE Project, each student will sign an
Alcoa Release form to accompany submission of the Alcoa Interdisciplinary ICE Project. A
copy of the Alcoa Release form will be distributed in class for your signature.
Reading Assignments: The readings listed below are assigned for four marketing classes: M-1,
M-2, M-3, and M-4. Please complete the readings as soon as possible to be prepared for class
discussion, beginning particularly during the M-2 class session.
For each of the assigned readings, I suggest that you please prepare a set of brief notes (one or
two pages) in bullet-point format (or in another format comfortable for you) of the key
takeaways from each reading.
Managerial Takeaways: What are the most important takeaways for a manager?
26
Personal Takeaways: What are the most important takeaways for you?
Project Takeaways: What are takeaways for the Interdisciplinary ICE Project?
(Bring your note pages to class for use during class discussion and as a study guide for use during the
marketing examination later in the semester. The note pages are to enhance your learning experience. I will
not be collecting the note pages.)
Readings from the Textbook: All the readings for the marketing sessions are in the marketing
custom textbook, except for the Value Added Readings:
Read: The Theory of the Business, Peter F. Drucker, HBR, pp. 3-12
Read: Developing Marketing Strategies and a Marketing Plan, pp. 14-33
Read: Note on Marketing Strategy, Robert J. Dolan, HBS, pp. 34-50
Read: Strategies to Crack Well-Guarded Markets, David J. Bryce and Jeffrey H. Dyer,
HBR, pp. 53-63
Read: Evaluate your Company with Marketing Due Diligence, Mark N. Clemente and
David S. Greenspan, HBR, pp. 69-71
Value Added Readings: In addition to readings from the textbook, Value Added Readings of
articles and reports from leading consulting companies such as Bain & Company (www.bain.com),
Booz, Allen and Hamilton (www.boozallen.com), the Boston Consulting Group (www.bcg.com),
McKinsey & Company (www.mckinseyquarterly.com), and other sources, will enlarge your
understanding of marketing and marketing strategy. My expectations of you for the Value Added
Readings are as follows:
Please read some if not all of the Value Added Readings: For some classes, there are many Value Added
Readings assigned. I realize that you might not have the inclination or the time to complete all the Value
Added readings before every class. That is OK. As the semester progresses, please try to find time to
complete all of the readings. In fact, as we get deeper into the semester, many of the Value Added Readings
may have greater meaning for you.
Please read the Value Added Readings online: There is no need for you to download and print out any of
the Value Added Readings. Rather, please read online, make a few notes if you desire, and bring your
computer or tablet to class to access the readings during class. Again, do not download/print any of the
Value Added Readings. Please save expense and paper - do not download/print the Value Added Readings.
File not found: All the Value Added Readings were available on line when the syllabus was prepared.
There may be an occasional reading for which you receive a file not found message. That happens - it is
the ephemeral nature of Internet postings. If that happens for one of the listed readings, simply see if you
can find another article on the same or similar topic while on line.
Read: The 21st Century Organization, McKinsey Quarterly. This article builds on Druckers
concepts. . (Note: This article is not in the marketing custom textbook. Go to: www.mckinseyquarterly.com and
use the Search Function to access the article. You will need to register for an account for which there is no
charge. While on the McKinsey website, please familiarize yourself with its content. Look particularly at the
content under Functions and under Big Ideas.)
Read: Boosting Returns on Marketing Investment, McKinsey Quarterly

Read: Smarter Marketing for Tougher Times, Boston Consulting Group (www.bcg.com). (Use
the Search Function to locate the article on the BCG website.) Another article particularly meaningful for
managers during difficult economic conditions.
Read: The Hidden Perils of Corporate Growth, Bain & Company (www.bain.com). (Use the
Search Function to locate the article on the Bain website.)
Read: Work that Metaphor, Strategy+Business. This article is about the theory of the business of
a bank and how transformational metaphors were used to change the bank and the way it conducted business.
(Go to: http://www.strategy-business.com/ and use the Search Function to access the article. You will need to
register for an account for which there is no charge. While on the Strategy+Business website, please familiarize
yourself with its content.)
Search for Other Articles/Reports: In addition to the assigned articles, please search on the
Internet for other interesting articles and reports about marketing and marketing strategy.

27
Topic: Introduction to Alcoa - Overview/Key Issues (Alcoa Executives and ICE Faculty).
ICE Seminar introducing Alcoa, the Corporate Sponsor for Blocks 7 and 8. During the seminar you will receive an
overview about Alcoa as well as discussion of a few key issues being considered by management. The information
discussed this evening will be useful for generating ideas for the Interdisciplinary ICE Project. Additionally, you
may receive information about possible career and/or internship opportunities at Alcoa. Attendance is required.
(NOTE: This ICE Seminar is tentative. It may be moved to an in-class session on October 3. You will be
notified in class whether this ICE Seminar will occur on September 25 or on October 3 as an in-class session.)

Topic: Finance 3 Time Value, DCF, & Interest Rates, continued
Topics Covered: Present Value, Future Value, APR, EAR, Annuities, Perpetuities
Reading Assignment: RWJ Chapter 4 continued
Homework Problems: RWJ Chapter 4: 8, 10, 16-18, 20, 21, 24, 34, 38, 41, 42, 56
Topic: Finance 4Financial Statements, Sources/Uses, & Statement of Cash Flows
Topics Covered: Income Statement and Balance Sheet from a finance perspective
Reading Assignment: RWJ Chapter 2.1-2.4, 2.6 (skip 2.5 & 2.7) & Financial Statement
Analysis Review (This reading is found in the finance course packet. For today read pp. 1-10 to the end
of the Statement of Cash Flows section)
1. What are the differences in the finance and accounting perspectives?
2. What are the timing differences between Income Statements and Balance Sheets?
3. What are sources/uses of cash?
4. How does the Statement of Cash Flows differ from the sources/uses statement?
5. Why is the change from the ending and beginning balance of balance sheet items
used for sources/uses of cash and the Statement of Cash Flows?
Homework Problems: RWJ Chapter 2: 1-4, 7, 13 & you should prepare a Statement of
Cash Flows, label the sources/uses, and analyze each of the firms financial health using
the excel template and data posted for you on the ICE Blackboard site (be sure to go to
the firms web site and find its mission statement and the fundamental business). You will
need to turn-in a landscaped and formatted exhibit of your Statements of Cash Flows
using the example posted on the ICE Blackboard site. On this assignment you may work
alone, with one other individual from your block, or in your assigned group.

Topic: Communication - Polishing Your Personal Speaking Style (Pentz)
Read: GMC: Speaking: Nonverbal Skills pp. 141-153
Communication Reading packet:
Developing Managerial Presenting Skills at the McIntire
Bring in an outline of your potential briefing making use of the structure we discussed in
class on Mondaymake sure you have thought out an attention grabbing opener.
Participate in impromptu speaking exercises.
Be prepared to demonstrate speaking skills with delivery of lines.
Be ready to connect verbal and movement skills with structured content of your speech.
How is speaking style both part of communication strategy and a necessary consideration
when communicating amongst diverse audiences?
28
Topic: M-2, Marketing - Concepts, Strategies & Theories (Kehoe)

Activity for class: We will examine the concept of marketing and its role in contemporary
organizations. We also will continue discussion of the requirement of the Interdisciplinary ICE
Project (IIP).
Assignments:
The readings for todays M-2 class were assigned under session M-1 above and will be
discussed over four marketing class sessions; M-1, M-2, M-3, and M-4. Please see session
M-1 for the complete list of the reading assignments.
Interdisciplinary ICE Project (IIP) - In planning for the marketing aspects of the IIP,
please complete the following exercise: Meet in your ICE Group to discuss the IIP project
assignment. Then, individually develop two to four potential ideas about how you might
approach the project. Present your ideas in well conceptualized and well-written
paragraphs. Share your ideas with your ICE group in another meeting and be prepared to
discuss your ideas during the M-3 class (i.e., the next marketing class). Turn in your in your
individual project idea paragraphs after the M-3 class. Your paragraphs will be evaluated as
part of your individual Class Participation grade.
October 1, Monday
Topic: Finance 5---Working with Financial Statements
Topics Covered: Ratio Analysis
Reading Assignment: RWJ Chapter 3.1-3.3 (skip 3.4-3.6) & Financial Statement
Analysis Review (This reading is in the finance course packet. For today read through the sections on
Common Size Financial Statements and Ratio Analysis on pp. 10-18 and Appendix A pp. 29-30.)
1. What are reasons for performing ratio analysis?
2. What are some key drawbacks of ratio analysis?
Homework Problems: RWJ Chapter 3: 1-3, 6 and using the excel template and the data
posted for you on the ICE Blackboard site, calculate the ratios (as defined in Appendix A
of the Financial Statement Analysis Review reading). Be prepared to discuss the strengths
and weaknesses of each firm and the similarities and differences across the firms. You
will need to print out landscaped and formatted exhibits. On this assignment you may
work alone, with one other individual from your block, or in your assigned group.
Topic: Finance 6---Financial Statement Analysis in Practice
Topics Covered: Example of Financial Statement Analysis
Reading Assignment: The Case of the Unidentified Industries (in the finance course packet)
Case Assignment:
1. Working in your assigned group, try to match the 14 firms with the 14 industries
listed in the case using the data provided in Exhibit 1 and any approach you find
appropriate.
2. Prepare a brief group write-up that includes justification for why you matched
each of the 14 firms to a particular industry. Group write-up (not to exceed two typed
pages using 12-point font) and exhibits (no limit) due at the beginning of class.
October 2, Tuesday
Topic: Organizational Behavior 3 - Finding your Individual Myers-Briggs Type Indicator
MBTI (Cross)
Reading Assignment for Class: How (Un)Ethical Are You?
29
What cognitive biases affect what we see and positions we take?

What does your MBTI suggest about your approach to decision making?
How might your awareness of your MBTI improve your ability to work with
decision-making biases?
Activity: To participate in this class you must have completed your MBTI survey and
returned it to Professor Cross box by September 14th. We will use the MBTI results to
examine four dimensions of individual difference (introversion-extroversion; sensingintuition, thinking-feeling; perceiving-judging) that pertain to you, the decisions you
make and your work with others. The first class today will be at the individual level and
the second at the team level.
Topic: Organizational Behavior 4Finding your Team MBTI Profile (Cross)
What is the mix of MBTI types in your team?
How might this mix affect team decision-making and task accomplishment?
How might the teams awareness of its MBTI profile improve the ability to
work with decision-making biases?
October 2, Tuesday, 5:00 - 8:00 p.m. - (Special Session Rooms to be announced

Topic: Communication 1st Speaking Assignment presentation and recording. The first
Communication Speaking Assignment occurs during this evening session. You each will present
a 3 minute briefing to your classmates and to members of your ICE faculty. ICE Groups will be
assigned to different rooms at different times. You will both listen to and provide written
feedback on each others briefings. We will provide more details in class and in the Individual
speaking assignment document. Attendance is required; plan to attend the full extended
session this evening.
October 3, Wednesday
Note: Please see the entry for the ICE Seminar at September 25. Alcoa executives likely will
be attending class today (instead of the September 25 ICE Seminar). The Alcoa presentation will
be incorporated within M-3 and M-4 class sessions. It is anticipated that the Alcoa executives
will attend Block 7 at 11:00 a.m. to 12:15 p.m. and will attend Block 8 at 2:00 p.m. to 3:15 p.m.
To facilitate the Alcoa executives, we will combine the M-3 and M-4 assignment materials.
Topic: M-3, Marketing - Concepts, Strategies, & Theories (Kehoe)
Activity for class: In this M-3 class session, we will continue discussion of the reading assigned
under the M-1 class session. Also, we will discuss your IIP ideas during todays class.
Assignments:
Read and make discussion notes on the readings assigned under M-1 above
To begin planning for the marketing aspects of the Interdisciplinary ICE Project, please be
prepared to discuss your project ideas during class discussion. Present your ideas in well
conceptualized and well-written paragraphs describing each idea. Turn in your in your
project idea after todays class. Your paragraphs will be evaluated as part of your individual
Class Participation grade.
Topic: M-4, Marketing - Concepts, Strategies & Theories (Kehoe)
Assignments: See M-1 for reading assignments for todays class
Discussion and/or Activities: During the M4 class session, we will continue with discussion of
marketing concepts, strategies, and theories. Please be sure to have completed and made
30
discussion notes for all the assigned readings listed in the syllabus under marketing class session
M-1 above.
October 3, Wednesday, 5:00 -7:00 p.m. - Robertson 123 at 5:00 p.m.

Topic: Careers in Marketing 101 series - Entertainment Marketing. Information about the
Careers in Marketing 101 series will be sent to you by Commerce Career Services.
October 4, Thursday
Topic: Finance 7---Financial Forecasting and Planning
Topics Covered: Examples of financial forecasting - Using Excel
Reading Assignment: RWJ Chapter 3.4-3.6 & Financial Statement Analysis Review
(This reading is in the finance course packet. For today read through The Basics of Financial Forecasting
& Proforma Analysis section on pp. 19-25.)
1. What are the basics for the status-quo (constant % of sales) forecasting technique?
2. What does the status-quo forecasting technique imply about the firms operating
policies?
3. What is EFN?
4. What are some key drawbacks of the status-quo forecasting technique?
5. What recommendations do you have to address these drawbacks?
Homework Problems: Chapter 3: 8, 19-22 & Supplemental Proforma Assignment
posted on the ICE Blackboard site
Topic: Finance 8---Financial Statement Analysis and Forecasting In Practice
Topics Covered: Example of financial statement analysis and forecasting in Excel
In-class Example: Bring laptop computers to build a proforma worksheet
Assignment DUE: Group Speaking self assessment memo due to Prof. Pentzs mailbox by
5:00 p.m. Thursday, Oct. 4th, 2012.
October 8, Monday Reading Day - No class today

October 9, Tuesday Reading Day - No class today
Topic: Organizational Behavior 5 Team Conflict and Achievement (Cross)
Readings:
Mount Everest1996
How Management Teams Can Have a Good Fight
Thomas-Kilman Conflict Inventory (Distributed in Class)
Why do people climb Mount Everest?
Why did this tragedy occur? What was the root cause of the disaster?
What is your evaluation of Rob Hall and Scott Fischer as leaders? Why?
What lessons does this case suggest for business leaders?
What are some effective practices for managing team conflict? What are some of
the hidden drivers?
Assignment Made: Team Analysis Paper (a group activity) will be assigned during this
session. The paper is due by November 2. (PLEASE SEE ASSIGNMENT REQUIREMENTS AND
DESCRIPTION IN OPENING PAGES OF THE SYLLABUS).
31
Topic: M-5, Behavioral Aspects of Marketing - Consumer/Organizational Buying Behaviors

(Kehoe)
Assignments: Please prepare a one to two-page class-discussion note for M-5 readings. (Note:
These note pages are for your use in class discussion and during the marketing examination. You are not required to
submit these note pages to me.)
Reading from the Textbook:

Read: Understanding Consumer Behavior, pp. 73-95 in the Marketing text.
Value Added Readings:
Read: The Consumer Decision Journey, McKinsey Quarterly
Read: The Consumers Voice: Can Your Company Hear It? Boston Consulting Group
(Note: Read pages 4 & 5 and 11 & 12 of this report)
Read: Capitalizing on Customer Insight, McKinsey Quarterly
Read: What Strategists Can Learn from Sartre, Strategy+Business. (This article presents a
different view of VALS.)
Read: A New Way to Measure Word-of-Mouth Marketing, McKinsey Quarterly. (See

especially the table on page 3 about influence factors at stages of the consumer decision
journey).
Read: Unlocking the Elusive Potential of Social Networks, McKinsey Quarterly
Read: Crowdsourcing http://en.wikipedia.org/wiki/Crowdsourcing
Victors & Spoils, an advertising agency using crowdsourcing http://victorsandspoils.com/
Ford Motor Companys experiment in social media marketing, Ford Takes Online
Gamble with New Fiesta, WSJ, 4/8/2009. (Ford lent Fiesta automobiles to 100 young consumers
who posted You Tube videos about the car over which Ford had no control. See You Tube Ford Fiesta
Movement.)

The following items would make interesting class discussion:
The Understanding Consumer Behavior materials in the textbook.
The BCG report about the consumers voice and four stages of consumer insight together
with McKinseys suggestions for capitalizing on customer insight.
The purchase decision process presented in the textbook in figures 5-1, 5-3 and 5-4
versus the consumer decision journey as viewed by McKinsey in the consumer decision
journey (interactive presentation).
Making Responsible Decision - Ethics on page 82 of the textbook. Undertake research on
the Internet about the concept of subliminal messaging. Bring your finding for class
discussion. FYI - you will receive a handout during class on Indirect Persuasion in
Advertising, Journal of Advertising.
The VALS Framework presented on page 84-86. Visit the SBI website:
http://www.strategicbusinessinsights.com/. If you want (not required), take the VALS survey at:
http://www.strategicbusinessinsights.com/vals/presurvey.shtml.
The BzzAgent concept on page 87, word-of-mouth marketing, social media marketing,
and crowdsourcing.
The concept of sociocultural influences on consumer behavior on pp. 86-92.
Interdisciplinary ICE Project: For discussion within your ICE Group:
Narrow down and decide on an idea or an approach for your project
32
Explain the issue or problem you will be addressing. Describe how you will address the
issue or problem - that is, what specifically is being proposed to address the issue or
problem?
Define the primary target market for the idea indicating the demographic characteristics
of the primary target market. Are there other characteristics (e.g., lifestyle, etc.)? What
problem does your proposed project solve for the primary target market? What are the
main points of difference of your proposed project idea? That is, how will this idea
differentiate Alcoa, add revenue, and create value?
October 10, Wednesday, 5:00 -7:00 p.m. - Robertson 123 at 5:00 p.m.
Topic: Careers in Marketing 101 series - Sales and Retailing. Information about the Careers in
Marketing 101 series will be sent to you by Commerce Career Services.
October 11, Thursday

Topic: QA 1: Statistics for Competitive Advantage & Descriptives (Fraser)
Objectives: Learn how statistics can provide a competitive advantage
Learn how to describe a sample or population
Readings & Cases: BSCA Chapters 1 and 2
Assignment: Homework 1 Assignment 2-1 P&G Global Advertising
Assignment 2-3 Shortcut Challenge
DUE Thursday, October 18. This is an individual, pledged assignment.
Topic: Organizational Behavior 6Motivation (Cross)

Reading assignment:
Process Theories of Motivation: A Note for OB Students
Strike in Space
Discussion questions:
Be prepared to describe the basic theories of motivation and share a real example of
each.
In the context of motivation, what were the key events that led up to the strike in
space?
What would you now do to change things?
October 12, Friday - Special Session - Fall Forum

Topic: McIntire Fall Forum/Old Cabell Hall
The McIntire Schools Fall Forum will be held in Old Cabell Hall Auditorium from 8:30 a.m. to
12:00 Noon. The Forum feature a distinguished Keynote Speaker followed by panels composed
of McIntire alumni and business leaders. Attendance is required in business casual attire.
October 15, Monday

Topic: Finance 9---Financial Analysis and ForecastingClarkson Lumber Case
Reading Assignment: Clarkson Lumber Case (in the finance course packet)
Case Questions:
1. Why has Clarkson Lumber borrowed increasing amounts despite its consistent
profitability?
2. How has Clarkson met the financing needs of the company during the period 1993-1995?
Has the financial strength of Clarkson Lumber improved or deteriorated?
3. Do you agree with Clarksons estimate of the companys loan requirements? How much
will he need to finance the expected expansion in sales to $5.5 million in 1996 ? What
are the major assumptions underlying your estimate of funds needed?
33
4. If sales growth continued along the same path in the 1997, what would be you estimate of
loan requirements in this year (1997)?
5. What advice do you have for Mr. Clarkson, and if you were a banker would you approve
his loan request?
Note: Trade notes payable are accounts payable with interest charged since they are overdue.
They should be considered as part of the accounts payable total balance in doing
analyses from year to year.
Homework Problems: In your group, do the necessary financial analyses (sources/uses,

ratios, proformas, etc.) to answer the above Case Questions. Group write-up (not to exceed
two typed pages using 12-point font) and exhibits (no limit) due at the beginning of class.
Topic: Finance 10 - Working Capital ManagementClarkson Lumber Case (continued)
Case Questions:
1. Can Clarkson afford to take the trade discounts?
2. How expensive are the trade notes payable?
Be sure to bring your laptops to class with your case solutions for an in-class analysis.
October 16, Tuesday

Topic: M-6, Behavioral Aspects of Marketing - Consumer Behavior/B2C (continued) and begin
the topic of Segmentation of Markets (Kehoe)
Assignments:
Complete the readings assigned under M-5 above as we move to conclude discussion of
M5 materials
Reading from the Textbook for M6:
Read: Market Segmentation, Target Market Selection, and Positioning, HBS, pp. 96100 in the Marketing text.
Read: Managing your Business as if Customer Segments Mattered, McKinsey
Quarterly).
Read: The Rise of Generation C, Strategy+Business. An article about a segment of great
interest to all types of businesses Generation C.
Read two articles about giving the poor access to a firms products/services:
Marketing to the Bottom of the Pyramid: A Four Ps Approach, Columbia,

Chazen Institute, http://www1.gsb.columbia.edu/mygsb/faculty/research/pubfiles/3623/Marketing
%20to%20the%20Bottom%20of%20the%20Pyramid%20%20A%20%27Four%20Ps%27%20Approach.pdf
Gillettes Latest Innovation in Razors: The 11 Cent Blade, WSJ, 10/1/2010

Please prepare a one to two-page class-discussion note in which you compare and
contrast the concepts of market segmentation, target market selection, positioning, and
differentiation. Also, make notes on the assigned readings listed above. (The note pages are
for your use in class discussion and during the marketing examination. You are not required to submit these
note pages to me.)
Using the Internet, select a consumer-product firm or a service firm that you believe has
done a good job of market segmentation. Explain why their segmentation approach is
laudable. Be prepared to share with the class information about the firms segmentation
approach. My selection of a firm with a laudable segmentation approach is Marriott
Corporation www.marriott.com.
Interdisciplinary ICE Project:
34
Who is your primary client, what are her/his needs in terms of your project, and why is
your project idea the best option to satisfy those needs? Is there a way to segment your
potential market? Is it intended for all of the market (undifferentiated) or for parts of the
market (segmented)?
Develop a positioning statement for your project idea (see page 99 for suggested format of a
positioning statement). To what segments will your appeal? Is there a primary customer or
segment? What are the needs that your project idea satisfies? Why is the project idea the
best option to satisfy needs of the market segment(s)? Will the project idea require to be
customized in approaching individual market segments?
Topic: Finance 11---Putting it All Together Recap & Review

Topics Covered: Time Value, Financial Statement Analysis, Proformas.
Reading Assignment: RWJ, Chapters 1-4 (skip 2.4 & 2.7) and Financial Statement
Analysis (p. 1-25, Appendix A p. 29-30)
Homework Problems: TBA

Topic: In-class finance exam: RWJ, Chapters 1-4 (skip 2.4 & 2.7) and Financial Statement
Analysis (p. 1-25, Appendix A p. 29-30)

Topic: QA 2 - Inference of Population Characteristics with Samples (Fraser)
(Class in the Capital Markets Lab. Please bring your textbook.)
Objectives: Learn to estimate population characteristics from samples
Readings & Cases: BSCAIII Chapter 3
Assignment DUE: Homework 1 Assignment 2-1 P&G Global Advertising
Assignment 2-3 Shortcut Challenge
Assignment: Homework 2 Lab 3 Inference Dell Smartphones DUE Tuesday, October 23
This is an individual, pledged assignment.
Topic: M-7,Segmentation of Markets (continued) and begin Analytical Aspects of Marketing Market Research/Scenario Planning (Kehoe)
Assignments:
Complete the reading assigned under M-6 for Segmentation of Markets
Readings from the Textbook for M7:
Read: Note on Market Research, Stanford Graduate School of Business, beginning on page
101in the Marketing text
Read: A Note on Scenario Planning, HBSC, beginning on page 112 in the Marketing text
Read: Tim Laseter, Casey Lichtendahl and Yael Grushka-Cockayne, Cleaning the Crystal
Ball: How Intelligent Forecasting Can Lead to Better Decision Making, Strategy+Business,
Summer 2010, pp. 26-31. (Use factiva to locate this article. See McIntire resources at:
http://guides.lib.virginia.edu/commerce.)
Read: How to Test your Decision-Making Instincts, McKinsey Quarterly.
Types of Questions & Scales (class handout)
FYI - Information about developing questions and scales:

35
Questionnaire Research Flowchart:

http://www.statpac.com/surveys/flow-chart.htm
General Considerations in Survey Design:
http://www.statpac.com/surveys/questionnaire-design.htm
Qualities of a Good Question: http://www.statpac.com/surveys/question-qualities.htm
Question Wording: http://www.statpac.com/surveys/question-wording.htm
Survey Monkey: http://s3.amazonaws.com/SurveyMonkeyFiles/SmartSurvey.pdf

Please prepare a one to two-page note summarizing the readings assigned for the M7 class
session. Be sure to understand the steps in the market research process as well as the
components of scenario planning and scenario planning stages. Reflect on the role and values
of scenario planning in the process of forecasting. Make brief discussion notes suitable for a
presentation to an Executive Committee on the differences between market research versus
scenario planning versus forecasting and the advantages and disadvantages of each
methodology. (Note: These note pages are for your use in class discussion and during the marketing
examination. You are not required to submit these note pages to me.)
Discussion of McIntire Subject Pool and Research Participation

Interdisciplinary ICE Project: Look over the Linux example of scenario planning presented in
the Note on Scenario Planning. Particularly examine Exhibit 1C, ID and IE. How do the
example and the exhibits apply to your IIP (if at all)? You likely will want to collect primary
research data for the Interdisciplinary ICE Project? Survey design and analysis will be discussed
both in Marketing and QA classes.
Assignment: Meet in your ICE Group to develop a set of questions for a project survey. Using
your questions, develop a survey instrument (i.e., develop a questionnaire). As you design your
survey, use the concepts of survey design discussed in class. Please pay special attention to make
sure your questions allow you to collect much of the necessary information you will need to
make the appropriate recommendations for the launch of your product. Consider the questions
you propose to ask and to whom. Evaluate each question considering why you need the question
and the type of information/data the question might yield. Pay close attention to formatting of
your survey instrument (e.g., numbering of questions, spacing, use of scales, etc.). Do not forget
to include directions at the top of your survey instrument. You will receive feedback on this
assignment that you should use to finalize your survey before collecting data. Bring a rough
draft of your survey instrument to the M8 class session.
October 22, Monday

Topic: Finance 13---Speaker: John Brandberg from Proctor & Gamble will be our guest
Topics Covered: Capital Budgeting in the Real World
Reading Assignment: RWJ Chapter 5
Homework Assignment: Visit www.pg.com and familiarize yourself with their business
Topic: Finance14---Capital Budgeting Decision Criteria
Topics Covered: NPV, IRR, Payback, Profitability Index, & FCF
Reading Assignment: Financial Statement Analysis Review (This reading is in the finance
course packet. For today read through the section on Calculating Free Cash Flows Generated From
Operations on pp. 25-28.)
1. What are some key drawbacks of the IRR, payback period, and profitability
index?
2. In what cases may IRR lead you to a different answer than NPV?
36
3. What are the strengths of NPV?

4. How are free cash flows (FCFs) calculated beginning with: (i) EBITDA, (ii)
EBIT, and (iii) net income?
5. What do FCFs measure?
Homework Problems: RWJ Chapter 5: 1, 4, 6, 10, 13, 14, 18, 20, 24
Assignment Made: Supplemental Homework Problemsdue Wednesday, October 24
Assignment Due: Revised Alcoa emailone email per group-- with 4-5 proposed
questions your group would like to propose for discussion during our conference with Alcoa on
October 30th.
Send your groups revised, group-authored, email to Prof. Pentz today (10/22) by 12:00pm
(Noon). Please make sure to put: Block # - Group # --- Alcoa/UVA Conference in the subject
line of the email.
October 23, Tuesday

Topic: QA 3: Inference for Forecasting (Fraser)
Objectives: Account for uncertainty and assumptions to produce a forecast of likely possibilities
Assignment DUE: Homework 2 Lab 3 Inference Dell Smartphones
Assignment: Homework 3 CASE 4-2 Whole Foods DUE Tuesday, October 30
Topic: Communication--Data & Reports: Context, Figures, Exhibits, Appendices& more

(Pentz)
Read: Review readings on document design - font, headings, white-space, etc. Bring in your
computers so you have access to a working copy of your SOAR.
Discussion/Activity:
Introduce-- Transmittal Letters & Executive Summaries.
Check in & debrief the group writing process around the SOAR.
Be ready to discuss correct exhibit/appendix referencing and layout, etc.
Discuss best practices for youre moving from research to writing.
Discuss how to convey data in non-narrative forms.
Assignment Made: Second speaking assignment a marketing pitch about your favorite brand
or advertisement. You will deliver your second speaking assignment during class on
November 6. Professors Kehoe and Pentz will evaluate these briefings; please see assignment
sheet for group/room assignments.
October 23, Tuesday, 5:00 - 6:30 p.m. - (Special Session/Room 120)

Topic: Advising for the Spring Semester (ICE Faculty Team)
ICE faculty from the various academic disciplines will provide information for you concerning spring registration
and will be available to answer any questions you may have.

Topic: Finance 15---Capital BudgetingFree Cash Flow Estimation
37
Topics Covered: Relevant (incremental) free cash flows, opportunity costs, externalities,
sunk costs, fixed overhead expenses, financing costs, operating net working capital,
depreciation, capital expenditures, terminal value, liquidation/ salvage value
Reading Assignment: Financial Statement Analysis (p. 25-28 in the finance case packet)
RWJ, Chapter 6
1. Why are sunk costs considered irrelevant to the evaluation of long-term
investments if cash outflows are involved?
2. What is one opportunity cost you may currently be facing?
3. Can you think of any potential side effects associated with your proposed project?
Homework Problems: RWJ Chapter 6: 1, 2, 4, 6, 10, 12, 14, 19-21, 24
Topic: Finance 16---Analyzing Capital Budgeting Projects
Topics Covered: Capital rationing, project ranking, unequal lives, risk analysis, options
Reading Assignment: RWJ, Chapter 6 (continued) and Chapter 7
Homework Problems: Supplemental Homework Problems

Topic: QA 4: Regression Analysis to Identify Drivers and Forecast (Fraser)
Objectives: Learn how to identify performance drivers and forecast performance
Readings & Cases: BSCAIII Ch. 5
Assignment: Homework 3 CASE 4-2 Whole Foods
Lab Practice 5 Oil Price Forecast
DUE Tuesday, October 30
Topic: M-8, Analytical Aspects of Marketing - Market Research/Scenario Planning (continued)

(Kehoe)
Assignments: Please see M-7 above for assignments. In this M-8 session, we will continue
discussion of the topics listed under M-7 above.
Assignment DUE: Rough draft of your survey instrument for the Interdisciplinary ICE
Project. As stated above under M7, use the concepts of survey design discussed in class as you
develop your survey instrument. Please pay special attention to make sure your questions allow
you to collect much of the necessary information you will need to make the appropriate
recommendations for the launch of your product. Consider the questions you propose to ask.
Evaluate each question considering why you need the question and the type of information/data
the question might yield. Pay close attention to formatting of your survey instrument (e.g.,
numbering of questions, spacing, use of scales, etc.). Do not forget to include directions at the
top of your survey instrument. You will receive feedback on this assignment that you should use
to finalize your survey before collecting data for your project.
Assignment DUE - SOAR: Two hard copies and three electronic copy of the ICE
Interdisciplinary Project Strategic Opportunity Analysis Report (SOAR) are due today by
5:00 p.m. Please place one hard copy in each of Professors Knippen and Pentzs mailboxes in
Rouss/Robertson Hall and email by 5:00 p.m. Send one PDF copy to to each of Professors
Cross, Erwin and Kehoe with the title: ICE SOAR 2012 Block#_Group#.pdf (be sure to
include your Block #, Group #, and each students name on your title page).
October 29, Monday

Topic: Finance 17---Capital Budgeting Case - The Super Project
38
Topics Covered: Incremental Cash Flows and difficulties encountered in practice

Reading Assignment: Super Project Case (in the finance case packet)
Case Questions:
1
What are the relevant cash flows for General Foods to use in evaluating the Super
Project? In particular, how should management deal with the following 4 issues:
Test market expenses
Overhead expenses
Erosion of Jell-O
Allocation of charges for the use of excess agglomerator capacity
2 Based on what you decide in 1, compute the NPV of the Super Project using a 15%
discount rate. How attractive is Super based on financial terms? How sensitive is
Supers attractiveness based on what you decided in question 1?
(Note: To compute the NPV, you need to read carefully the assumptions associated with
exhibit 6. The exhibit is an analysis of ROFE or basically an average accounting rate
of return. Your mission is to re-arrange the basic flows into an NPV analysis. For
example, in line item 13, the exhibit gives the cumulative depreciation associated with
the time zero capital expenditure of $200 (thousand). Thus, the depreciation expense for
year 2, for example, would be the difference in the cumulative depreciation between year
one and year two).
3 How attractive is the Super Project in strategic and competitive terms? What potential
risks and benefits does General Foods incur by either accepting or rejecting the project?
4 Should General Foods proceed with Super? Why or why not?
Additional information that you may find helpful:
An excel file that contains the data from Exhibits 1, 2, 3 & 6 will be posted to the ICE
Blackboard site. If you believe the Jello equipment & building costs of $453,000 is
applicable, use the depreciation schedule that is also provided in the spreadsheet. If you
believe the overhead expenses are relevant, the amount to be allocated beginning in year
5 is provided on page 15 (the difference between the facilities-used profit before taxes
and the fully-allocated profit before taxes of $211-$157 is the 10-year average expense
and you may use this to get the total expense to be allocated from year 5 to year 10).
Assume the tax rate is 52%.
Use a 15% discount rate for calculating NPV (you may want to compare that to the IRR).
All numbers should be in $thousands (Exhibit 5 reports $millions but they should be $thousands).
Homework Problems: In your group, perform the appropriate financial analyses to

answer the above Case Questions. Write-up (not to exceed two typed pages using 12-point font)
and exhibits (no limit) due at the beginning of class.
Topic: Finance 18--- Bond Valuation The Basics
Topics Covered: Bond Terminology, Valuing Treasury and Corporate Bonds
1. What are the main characteristics of bonds?
2. What is a zero coupon bond? What is a default-free bond?
3. How are bonds valued?
4. What is the difference between coupon rate and the yield to maturity?
5. What is affects the sensitivity of a bonds price?
Homework Problems: BD Chapter 8: 2, 3, 11, 14, 24, 25
October 30, Tuesday

Topic: QA 5: Regression Models to Estimate Trend (Fraser)
(Class meets in the Capital Markets Lab. Please bring your textbook.)
39
Objectives: Use regression analysis to build nave models of trend.

Assignment DUE: Homework 3 CASE 4-2 Whole Foods
Lab Practice 5 Oil Price Forecast
Assignment: CASE 7-1 Segmentation and Forecasting in the Market for Preemie Diapers
PowerPoint presentation and Memo DUE Wednesday, November 7
This is a team assignment.
Topic: Organizational Behavior 7 -- Incentives

Reading Assignment:
Motivation: From Concepts to Applications (Management: Leading and
Collaborating in a Competitive World).
Ottawa Voyageurs
Discussion questions:
Which player do you believe is most likely to leave if he is not highest paid?
Why?
Who does Massimo Taranto consider as his referent for equity theory
purposes?
Do any players appear more driven by need for affiliation more than
achievement?
How much will you give your highest paid player? Who is it and why?
Are the criteria for determining pay on page 4 of the case are ok? Why or why
not?
What rewards are valued by the players? (Think broadly)
October 30, Tuesday, 5:00 p.m. 7:00 p.m. - (Special Session/Room 120)
Topic: Conference with Alcoa Executives.
Everyone is expected to attend this important ICE Seminar with executives from our ICE Corporate Sponsor. Active
participation in this seminar is critically important for your Interdisciplinary ICE Project. Be prepared to ask the
Alcoa executives questions about Alcoa and about your project. Everyone is expected to bring several written
questions to the conference. Each ICE group should meet before the conference and develop questions about your
project. Please dress modestly. Attendance is required.

Topic: Finance 19 Stock Valuation & Market History
Topics Covered: Stock Terminology and Reporting, Constant Dividend Growth Model,
Information, and Market Efficiency
Reading Assignment: RWJ Chapters 9 & 10
1. What are the main estimation methods for a firms stock price?
2. Why is the market value of a stock generally above the book value?
3. What are the determinants of a firms long-term growth rate?
4. Why might you use a multi-stage discounted cash flow (DCF) model for the
first few years and then Gordons Constant Growth Model?
5. What is the efficient markets hypothesis?
Homework Problems: Chapter 9: 1, 2, 4, 6, 9, 13, 14, 25, 26
Chapter 10: 1, 2, 4, 9, 20
Topic: Finance 20---Capital Asset Market Pricing Theory (CAPM)
Topics Covered:
40

1. What is the difference between systematic and unsystematic risk?
2. How does combining securities into a portfolio reduce risk?
3. Can all risks be diversified away?
4. Why does diversification work for the investor?
5. Does diversification work for a firm?
6. What is beta?
7. How does the CAPM define the relationship between expected return and
risk? What is the key underlying assumption of the CAPM?
8. How is the CAPM theory stronger than an efficient capital market?
Homework Problems: RWJ Chapter 11: 2, 18-19, 24, 32-33
FYI - COMM 3110 There is an in-class COMM 3110 exam today.

November 1, Thursday
Topic: QA 6 - Use Nave Regression Models with Assumptions to Forecast
Present Results of Analysis in PowerPoints & Memos (Fraser/Pentz)
Objectives: Use regression forecasts with assumptions to infer future possibilities
Learn effective PowerPoint presentation of analysis results
Learn effective presentation of analysis results in Memos
Readings & Cases: BSCAIII Chapter 6, sections 6.2-6.3 Chapter 7, sections 7.1-7.2
Topic: Organizational Behavior 8 - Management of Performance (Cross)

Readings:
Human Side of Management
Understanding People People
Rob Parson at Morgan Stanley (Case)
Discussion: Be prepared to discuss the following questions in relation to the case:
How do you rate Rob Parsons performance? Give him a letter grade:
A, B, C and D.
Would you promote him? Why or why not?
You are Paul (Robs boss), and you are about to sit down with Rob to
discuss his performance. What are your goals for this conversation?
What will you say to Rob?
November 2, Friday
Assignment DUE: Team Analysis Paper is due today to Professor Crosss mailbox (refer to
assignment distributed on October 10 and assignment requirements and description
in opening pages of the syllabus).
November 2, Friday SPECIAL SESSION

Topic: EXCEL Workshop Training the Street sponsored by JPMorgan. Details about the workshop
will be provided by Jenny Leslie, Assistant Director for Corporate Information & Communications, McIntire School
of Commerce. This is a great opportunity to learn valuable Excel skills and timesaving shortcuts in model building.
Space will be limited, so sign up early. Time/Location TBA.
November 5, Monday
Topic: Finance 21---Risk & the Weighted Average Cost of Capital (WACC)
41
Topics Covered:
Reading Assignment: RWJ Chapter 13 & CAPM reading
1. How is the CAPM estimated using real-world data?
2. How does leverage affect the risk and cost of equity? Beta?
3. How does leverage affect the risk of the firm, WACC, and firm value?
4. How is WACC used in practice?
Homework Problems: RWJ Chapter 11: 2, 18-19, 24, 32-33
Topic: Finance 22---Enterprise Valuation & WACC
Topics Covered: Baxter Valuation Example Using Excel
Reading Assignment: RWJ Chapter 11 & 13
Homework Problems: Assignment posted on ICE Blackboard site
Bring laptop computers to download Valuation Worksheet
November 6, Tuesday
Topic: Organizational Behavior 9 - Career Development (Cross)
Readings: Managing Your Career
How To Stay Stuck in the Wrong Career
Kevin Williams (Orientation)
Activity: Career Value Card Sort (Done in class)
What are some of the things you need to keep in mind as you manage a career? What
are some of the things you should be doing even now?
Why do people get trapped in less-than-optimal career and life situations? How do
you avoid getting trapped and what should you be thinking about even now to avoid
it?
What should Kevin do?
Topic: M-9, Marketing - Advertising & Corporate Communication (Kehoe and Pentz)
Assignment Due - During Class: Second Individual Advertisement/Brand Speaking
Assignment in class. Recording will be done in 2 locations - see assignment document for details.
November 7, Wednesday
Topic: Finance 23---WACC & Capital Structure Theory
1. How does leverage affect risk and the cost of equity? Beta?
2. How does leverage affect the risk, WACC, and firm value?
3. How is WACC used in practice?
Homework Problems: RWJ Chapter 16: 4, 9, 13, 20, 25
Topic: M-10 (Marketing)/QA-7 Joint Session
CASE 7-1 Segmentation and Forecasting in the Preemie Diaper Market (Fraser/Kehoe)
(Class meets in the classroom.)
Objectives:
Discuss Monte Carlo simulation implications for pricing a new product
Discuss the implications of segments responses for promotion and positioning of a new product
Experience making a PowerPoint presentation of statistical results to decision makers
42
Readings & Cases: BSCAIII CASE 7-1

Which price ought to attract the greater market share?
Why might expected revenue estimates be misleading?
Considering the uncertainties surrounding future preemie market size and attainable market share,
which price is more likely to achieve management goals?
Which lifestyle segment(s) ought to be targeted? Why are those segment(s) particularly attractive?
What product attribute(s) ought to be the focus of brand advertising?
Assignments & Other: PowerPoint presentation and memo is DUE
Topic: QA 8: Multiple regression analysis (Fraser)
Objectives: Learn how to account for joint influences with multiple regression
Learn how to recognize and account for multicollinearity
Assignment: Homework 4 10-1 Chasing Whole Foods DUE Tuesday, November 14
Topic: Organizational Behavior 10 Professional Success and Happiness (Cross)

Readings:
The Needs and Attitudes of Young Workers: Why the Best Keep Leaving
What it Means to Work Here
The Treadway Tire Company
What are some of the generational differences you might personally experience in
your job after graduation? What strategies (long and short term) could be used to
address these challenges?
How can you establish if there is a good fit between you and the jobs and
organizations you are considering?
What could be done at the Treadway Tire Companys Lima plant to reduce turnover
among line foreman?
November 8-9, Thursday evening/Friday all day

(SPECIAL SESSION Location and Times TBA)
Topic: Careers in Finance 101 Conference
The CIF Conference is designed for all 3rd year Commerce students who are interested in exploring possible
employment opportunities in the financial services industry. The conference will provide a broad overview followed
by focused sessions on a variety of specific financial services areas. The Conference will begin in the late afternoon
on Thursday, November 8 and will run all day on November 9. More detailed information and registration
instructions will be provided later in the semester.
November 12, Monday

Topic: M-11, Managing the Marketing Function - Products, Brands & Services (Kehoe)
Assignments:
Readings from the Textbook:
43
Read: Developing New Products, in the Marketing text, pp. 122-143
Read: Brands and Branding, in Marketing text, pp.144-155

Read: Amazing Brands, paper posted on http://www.brandchannel.com/papers.asp
Brand Survey (Navigate to Best Global Brands):
http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2011.aspx
http://www.interbrand.com/en/Default.aspx
http://www.interbrand.com/en/best-global-brands/Best-Global-Green-Brands/2012Report/BestGlobalGreenBrandsTable-2012.aspx
Brand Papers from brandchannel.com - http://www.brandchannel.com/papers.asp

Read: Needs Well Met, http://www.brandchannel.com/brand_speak.asp?bs_id=144
Brand Directory (listing of brand consultants) - http://www.brandchannel.com/directory.asp
Read: What will Betty Crocker look like at 100? Newsweek, 4/19/2010, p. 64. (Styles of
six brand marks/logos over the years. Use factiva to locate the article.)
Read: Better Branding, McKinsey Quarterly
Read: Brand Building, Beyond Marketing, Strategy+Business

Read: Josh Hyatt, Building your Brand and Keeping your job, Fortune, August 16,
2010. (Google or use factiva to locate this article. http://guides.lib.virginia.edu/commerce
In addition to reading the articles listed above, visit www.brandchannel.com prior to the
M-9 class. Click on the papers icon. Scan through the many papers available about
branding. Perhaps you will find a paper that might help with branding for your
Interdisciplinary ICE Project.
Interdisciplinary ICE Project:
Decide where your project idea fits within the Product/Market matrix. Decide how you
will brand your project idea
Use the resources (i.e., articles and websites listed above) to help conceptualize a
branding strategy for your project. Discuss with each other about how to move from a
value proposition and positioning statement to your brand strategy. Particularly examine
the Brands and Branding article in the Marketing Course Pack. Discuss your proposed
branding strategy in your ICE group and during class.
Topic: M-12, Managing the Marketing Function - Advertising & Corporate Communication
(Kehoe)
Assignments:
Readings from the Textbook:
Read Integrated Marketing Communications, in Marketing text, pp. 156-169.
Read Stealth Marketing, in the Marketing text, pp. 172-188
W. B. Doner Advertising (An optional case that may be developed in class - not in Course Pack)
Read: The Future of Advertising: Implications for Marketing and Media,
Booz/Allen/Hamilton www.boozallen.com
Read: Marketing in a Post-TiVo World, McKinsey Quarterly www.mckinseyquarterly.com
44
Read: Left Behind, the Clunky TV Remote, WSJ, 10/26/2010. (Discusses the changes in the
way we consumer media and programming.)
Read: The Most Powerful Manipulative Messages are Hiding in Plain Sight, John A.
Bargh, The Chronicle of Higher Education, 1/29/1999. (Examines advertising manipulation,
subliminal advertising, and priming. Use Google or factiva to locate the article. May be difficult to find the
article.)

We will take a managerial view of the advertising function. Please read the assigned readings
prior to class and makes notes for use in class discussion and the examination.
Interdisciplinary ICE Project: Consider the following questions. Who is your target market?
How will you advertise (internally and/or externally) to the target market? Can you use one
medium or do you need multiple media outlets to reach the target market. Review Figures A and
B in the Integrated Marketing Communications article to understand the characteristics and
positioning of major communication vehicles. What is the prevailing theme of your advertising
campaign? What are the copy points? What is your media strategy?
November 13, Tuesday

Topic: QA 9 - Building Regression Models with Time Series (Fraser)
Objectives: Build a valid model with multicollinear time series
Assess positive autocorrelation and identify cycles and seasonality
Validate a model for forecasting
Assignment DUE: Homework 4 Case 10-1 Chasing Whole Foods
Topic: M-13, Managing the Marketing Function - Advertising & Corporate Communication,
continued (Kehoe)
Assignments: Please see M-12 above for assignments.
Activity: We will continue our discussion of advertising and corporate communication.
Tuesday, November 13, SPECIAL EVENING SESSION, FINANCE EXAM 2

Topic: Finance 24---Exam 2
Topics Covered: BD Chapters 6, 7, 8, 9 (skip 9.4), 10
Time/Location: 5:30p.m.-7:30p.m in Robertson Hall 223 (Block 7) & 225 (Block 8)

Topic: M-14, Managing the Marketing Function - Advertising & Corporate Communication,
continued (Kehoe)
Assignments: Please see M-12 above for assignments.
Activity: We will conclude our discussion of advertising and corporate communication during
todays class.
Topic: Organizational Behavior 11 Using Feedback (Cross)
Readings:
Fear of Feedback
How To Play To Your Strengths
Discussion: Be prepared to discuss the following:
45
What are the primary obstacles to benefitting from feedback? How do you handle
this for yourself?
What do you perceive as your personal strengths? How might you get feedback
from others to confirm or disconfirm your own perceptions of your strengths?
What one or two implications does the idea of playing to your strengths hold for
you as you think about next steps in your careers?

Topic: QA 10 - Building Regression Models with Time Series, cont. (Fraser)
Assignment: CASE 11-1 Revitalizing Dell Memo DUE Tuesday, November 20th
This is a small team assignment. You may work with 1 or 2 classmates.
Topic: M-15, Marketing (Kehoe)
Activities: The activity planned for this class session is to catch up on any materials remaining
from prior classes.
Interdisciplinary ICE Project: If time is available, ICE Groups will work in this class session
on the IIP. Professor Kehoe will be available in class for consultation concerning the project.
November 16, Friday: SPECIAL SESSION OB Exam

Topic: OB Exam (Cross)
Time/Location: Block 7: 10:00a.m.-12:00p.m. in Robertson Hall 223
Block 8: 1:00p.m.-3:00p.m. in Robertson Hall 225
November 19, Monday

Topic: Quantitative Analysis 11 - Building Regression Models with Time Series, cont. (Fraser)
(Class meets in the RR395 Lab. Please bring your textbook.)
Topic: M-16, Managing the Marketing Function - Pricing and Distribution (Kehoe)
We will take a managerial view of the pricing function and examine pricing strategy within the
context of a marketing channel/supply chain. Please read and make notes on the assigned articles
prior to class.
Assignments:
Readings from the Marketing Text:
Read: Principles of Pricing, HBS, in the Marketing text. pp. 189-198
Read: Pricing: Design and Implementation, HBS, in Marketing text, pp. 199-206.
Read: Building a Better Pricing Structure, McKinsey Quarterly
Read: Do you have a Long-Term Pricing Strategy, McKinsey Quarterly. (Article examines
pricing across the product life cycle.)
Read: Pricing New Products, McKinsey Quarterly
Read: Winning in Turbulence: Price for Today and Tomorrow, Bain & Company
Read: The CFO Guide to Better Pricing, McKinsey Quarterly
Read: Alcoa Pinched by Low Prices, Wall Street Journal, 7/10/2012, B2.
46
Interdisciplinary ICE Project: How does pricing strategy relate to your project? What about an
overall marketing strategy? For example, what is the proposed marketing strategy for your
projects roll-out; that is, will you recommend your project be placed in all areas, placed only in
a particular region, placed in several regions, or placed only in a few test areas? Explain why you
elected a particular roll-out strategy; that is, justify your roll-out strategy. What is your
segmentation and positioning strategy? What is your the advertising, communication, public
relations strategy? And, as asked above, what is your pricing strategy, if pricing is appropriate for
your project? Critically examine all of these strategic decision areas.

Topic: QA12 - CASE 11-1 Revitalizing Dell (Fraser)
(Class meets in the classroom.)
Assigment DUE: Memo to Dell management
Topic: M-17, Managing the Marketing Function - Pricing/Distribution, continued (Kehoe)

Activity: We will continue exploring pricing and distribution strategy.
Assignments:Please see M-16 above for assignments.
IIP: Please consider particularly the questions asked in M-16 concerning your ICE project.
November 21 - November 25 - Thanksgiving Break

November 26, Monday
Topic: QA 13: Regression Application in Finance (Fraser)
Class meets in the RR395 Lab. Please bring your textbook.
Objectives: Apply your regression skills to learn from the Market
Topic: M-18, Ethics in Business and Marketing (Kehoe and Pentz)

Assignments:
Reading from the Marketing Text:
Read: Ethics & Social Responsibility in Marketing, Chapter 4 beginning on page 209 in the Marketing text
Use Google or Virgo to find:
Read: James Bandler with Doris Burke, Can Alcoa Fight off the Feds? Fortune, 8/13/2102
Read: Ashby Jones and Nathan Koppel, Ethical Lapses Felled Long List of Company Executives, Wall Street
Journal, 8/7/2010
Read: Richard Alsop, Right and Wrong: Can Business Schools Teach Students to Be Virtuous? Wall Street
Journal, 9/17/2003
Review your OB reading from earlier in the semester, How (un)Ethical are you? and review the in-class case,
A Matter of Ethics
Discussion: What makes up corporate, rather than personal, ethics? Where do the two merge?
What examples of corporate ethics or lack of ethics has been in the news in the past year? How,
and by whom, are corporate ethics defined? What lessons are learned from the assigned reading
listed above?

Topic: Quantitative Analysis 14--- Review (Fraser)
(Class meets in the Capital Markets Lab.)
Objectives: Review application and interpretation of descriptive statistics, inference and
multiple regression
Readings & Cases: BSCAIII 2-6, 10-11
47
Topic: Communication - Choreographing Group Presentations (Pentz)

Understand the maxim: Know dont recite; presenting is conversing.
Review the success/strengths each of you has had during individual and group presentations
this semester.
Create a list of potential areas of presenting weakness that need attention in preparation for
the final presentation. Be prepared to demonstrate the logistics of group presenting-Who
stands where? Doing what? Who delivers with sections of the presentation?
How do you intend to move through each speaker?
Be prepared to deliver a synopsis of your project in 1 minute.
Be prepared to craft an attention-grabbing opener for your presentation.
Be prepared to review your project and determine which elements lend themselves to
slide presentation the most.
What are the problematic aspects of slide design?
When do you use handouts?
How do you best deliver data via slide? Charts? Graphs? Equations? Etc.

Topic: M-19, Marketing Examination - in class, closed book and notes
Topic: M-20, Marketing Examination - in class, closed book and notes

Topic: Communication - From Report with Exhibits to Group Presentations (Pentz)
Read: GMC Speaking: Visual Aids, pp. 105-140.
COLLAB: Does PowerPoint Make You Stupid? & Why we had PowerPoints and how to fix
them, Nancy Duarte for CNN.
Visit Garr Reynolds blog at www.presentationzen.com and explore the site. Be sure to read
Reynolds entries, Gates, Jobs, & the Zen Aesthetic
Discussion and/or activities:
View a less than optimal PowerPoint Presentation
Realize that you should write with an eye to your presentation. That means, as youre
finishing the project you are working simultaneously to envision your presentation of the
material with which you have become so familiar.
Consider what you need to add or delete from your project as you prepare your
presentation.
What material needed more attention? What points do you especially want to bring
forward in the presentation? What material did not make it into the project that you
think strengthens your argument and thus you should add to your presentation? What
can you logically delete for this audience?
What are the audience needs? What are the audience expectations?
Topic: M-21, International Marketing (Kehoe)
Assignments:
Read: Global Forces: An Introduction, McKinsey Quarterly
Read: Making Foreign Moves Pay Off, Bain & Company
Other assignments TBA

48

ASSIGNMENT DUE: Two color hard copies of the Interdisciplinary ICE Projects Marketing
and Financial Plan are due today November 29 by 5:00 p.m. Please place the two color hard
copies in Professor Pentzs mailbox by 5:00 p.m.. Then email one PDF copy to each of
Professors Cross, Erwin, Fraser, Kehoe, and Knippen with the file name: IIP
2012_Block#_Group#.pdf by 3:00 p.m. (be sure that your title page includes your Block# and
Group# as well as each students name).
December 3, Monday
Topic: Communication - Handling Q&A with Your Presentation (Pentz)
What have been your best practices in the past for handling Q&A?
What kinds of questions do you think you will be asked?
What kinds of questions would you like to be asked?
What questions do you dread?
How might you prepare support materials in order to answer questions fully?
Review: Final presentation slide design; having the last word after Q&A.
Topic: M-22, Marketing - Marketing Management

Activity: Discussion and review of marketing management and of marketing concepts,
processes, strategies and theories
Assignment:
Reading from the Marketing Text:
Read What Executives Should Remember, Peter F. Drucker, HBR, pp. 226-234
Read: Company Philosophy: The Way We Do Things around Here, McKinsey Quarterly
Read: The Worlds Most Enduring Institutions, Booz/Allen/Hamilton
December 4, Tuesday
Topic: Finance 25 -Review & Recap
NOTE: Well pick finance right up where we leave off starting in January 2013 at the
beginning of COMM 3040 !!! You will want to review over break.
Topic: M-23, Marketing - Marketing Review (Kehoe)
Assignment: Review of marketing topics in preparation for the final examination.
Discussion and/or Activities: Please bring your semesters notes to class. We will review
marketing topics in preparation for the ICE final examination.
IIP: Lets try to make time available today for ICE Groups to work in class on developing their
IIP presentation. Professors Kehoe will be available in class for consultation concerning the final
presentation.
December 5, Wednesday
ICE Project Presentations: Attendance is required at all presentations.
49
December 6, Thursday
ICE Project Presentations: Attendance is required at all presentations.
December 10, Monday

The ICE Final Exam will be distributed to you electronically at 1:00 p.m. today by
email attached file as well as posted to the Block 7 and the Block 8 Collab folders.
Follow the instructions for each part of the exam. All answers for your completed
examination are due by 1:00 pm on Saturday, December 15, 2012 to the appropriate
professors faculty mailbox.
If you need to submit your completed exam prior to Saturday, December 15, you must
make arrangements with the appropriate professor (do not submit your exam to their
mailbox prior to Saturday, December 15).
December 15, Saturday

ICE Final Exam is DUE no later than 1:00 p.m. today to the appropriate professors
faculty mailbox. NOTE: Very Important - Be sure to make and keep a copy of your entire
final exam and file it carefully in your personal files.
If your exam is turned in after 1:00 p.m. on Saturday, December 15, it must be turned in
to the appropriate professor in person and the professor will determine whether or not the
exam will be accepted; if the exam is accepted, the late penalty outlined earlier will be
levied and your grade will suffer significant
50

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August 23, 2012

INTEGRATED CORE EXPERIENCE (ICE)

CORPORATE SPONSOR: The corporate sponsor of ICE Team 4 is Alcoa, Inc.:

McIntire School of Commerce Honor Statement

The ICE View of Business

ICE Mentors - ICE Team 4, Blocks 7 and 8, 2012 & 2013

Ali Stefanik (Head Mentor)

Mentor Program Chair: Christine Ngo

REQUIRED READINGS/CASES (Available in UVA Bookstore Except Where Noted):

OBJECTIVES of the INTEGRATED CORE EXPERIENCE (ICE):

To develop student understanding of available strategies for writing in challenging situations.

To examine consumer behavior models, theories, and organizational buying processes.

Participation/Contribution to Class Learning/Attendance:

Participate actively in small group discussions during class.

Share special assets you have, such as artistic or computer skills.

Alcoa Interdisciplinary ICE Project:

Team Analysis Paper

Interim Examinations, Assignments and Exercises:

Required Completion of ICE Course Evaluations:

ICE Evening Seminars and Events:

McIntire Subject Pool and Research Participation:

GRADING FRAMEWORK for FALL SEMESTER:

COMM 3020 Grading

COMM 3030 Grading Details

Daily Schedule - Blocks 7 and 8, Fall Semester 2012

August 28, Tuesday

August 29, Wednesday

Topic: Strategy & Systems - Strategy and Strategic Thinking

August 30, Thursday

Communication Readings packet:

The Forgotten Group Member

September 4, Tuesday, 5:00 - 7:00 p.m. - (Special Session/Room 120)

September 7, Friday - Kickball/Block-Building Day

September 10, Monday

September 11, Tuesday

September 11, Tuesday, 5:00 - 7:00 p.m. - (Special Session/Room 120)

September 12, Wednesday

September 13, Thursday

September 13, Thursday evening - Career Day Panel Discussions

September 14, Friday - Commerce Career Day in JPJ Arena

Asssignment Due: Revised Strat/Comm Analysis memo due by 6:00pm Friday,

September 17, Monday

Monday, September 17 - Block 7 & Block 8 Cookout at Dean Zeithamls

September 18, Tuesday

Tushman and OReilly, Managerial Problem Solving: A Congruence

Topic: Strategy & Systems- Disruptive Technologies (2nd session)

September 19, Wednesday

Be prepared to discuss audience directed attitude, buffers and goodwill

Topic: Strategy & Systems - Agile Organizations and Innovation

September 19, Wednesday, 5:00 -7:00 p.m. - Robertson 123

September 20, Thursday

September 21, Friday Rain Date for Kickball/Block-Building Day

September 24, Monday

COMM 1800 Finance Topics:

Topic: Finance 1---Introduction to Corporate Finance

September 25, Tuesday

Assignment Made: Alcoa Interdisciplinary ICE Project (IIP)

Read: Boosting Returns on Marketing Investment, McKinsey Quarterly

September 25, Tuesday, 5:00 - 7:00 p.m. - (Special Session/Room 120)

September 26, Wednesday

September 27, Thursday

Topic: M-2, Marketing - Concepts, Strategies & Theories (Kehoe)

What cognitive biases affect what we see and positions we take?

October 2, Tuesday, 5:00 - 8:00 p.m. - (Special Session Rooms to be announced