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BU.120.601.

31 Business Communication Kathleen Day Page 1 of 8

Business Communication
2 Credits
BU.120.601.31
Aug. 17, 2015 to Oct. 11, 2015
Fall I, 2015
Location: Online

Instructor
Kathleen Day
Contact Information
Kathleen.day@jhu.edu
202-236-4109
Office Hours
By appointment. Calls and emails will be answered within 48 weekday hours.
Required Texts & Learning Materials
Required Texts:
Browne, M. N. & Keeley, S. M. (2014). Asking the right questions: A guide to critical
thinking, 11th Edition. Englewood Cliffs, NJ: Pearson/ Prentice Hall. ISBN-13 978-0-205-11116-9
Lehane, Christopher & Fabiani, Mark & Guttentag, Bill (2014). Masters of Disaster: The Ten Commandments of
Damage Control. Palgrave Macmillan Trade. ISBN: 978-1-137-27896-8
Munter, M. (2013). Guide to managerial communication, 10th Edition. Upper Saddle River, NJ: Pearson/ Prentice
Hall. ISBN-13 978-0-13-297133-1
Reynolds, Garr (2008). Presentation Zen: Simple Ideas on Presentation Design and Delivery. New Riders, a
division of Pearson Education.ISBN-13 978-0-321-82020-4
Harvard Case Study course pack: To purchase online go to: https://cb.hbsp.harvard.edu/cbmp/access/37811927
and register.
Available on eReserves:
1. Goodman, Peter S. (August 21, 2010). In Case of Emergency, What Not To Do. New York Times
2. Kerpen, Dave. (2nd edition.) Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand,
and Be Generally Amazing on Facebook (And Other Social Networks.) New York: McGraw-Hill. Chapters 1
(pages 13 23), 3 (pages 39 51) and 6 through 8 (pages79 114.)
3. Marcotte, Amanda. (February 10, 2015). Teachers Give Girls Better Grades on Math Tests When They Dont
Know They Are Girls. Slate.com.
4. Munter, Mary (1993, May-June). Cross-cultural communication for managers. Business Horizons.
5. ORourke, James (2012). Management communication: A case-analysis approach, 5th Edition. Upper Saddle
River, NJ: Prentice Hall. Chapters 1, 6, 7, 10 and 13; and Chapter 2 case study 2-1 Starbucks Coffee Co., pages
37-41 and Chapter 6 case study 6-3 Kraft Foods Inc., pages 176-181; Chapter 10 case study 10-1 Oak Brook
Medical Systems Inc. pages 284-285.

BU.120.601.31 Business Communication Kathleen Day Page 2 of 8

6. Shea, David J. & Gulick, John F. (1997 or latest version) Media Isnt a Four Letter Word. A publication of the
Electronic Industries Association. Chapters 1-3.
7. Trompenaars, Fons, & Hampden-Turner, C. (1998). Riding the Waves of Culture, 2nd Edition. New York:
McGraw-Hill. Chapters 1-5.
8. Trompenaars, Fons, & Hampden-Turner, C. (1998). Riding the Waves of Culture, 2nd Edition. New York:
McGraw-Hill. Pay-for-performance case on pages 15-16, 30-33, 60-61, 63, 72, 86, 106, 133-134, 154, 184-185.
9. Wheelan, C. (2013). Naked Statistics: Stripping the dread from the data. W.W. Norton & Co., 2013. ISBN 978-0393-34777-7. Chapters 1 & 2.
10. Ritter, Brad, and Ritter, Janet (2006, December). Crisis communication: Taking center stage with confidence.
Government Finance Review.
11. Maniak, Angela. (2005) Tell It to the CEO: How to Write Compelling Executive Summaries and Briefings, SkillBuilders Press, Northport, ME. pp.1-46.
Optional but strongly encouraged:
Huff, Darrell. (1993). How to Lie with Statistics. W. W. Norton & Co.
Strunk, Jr., William and White, E.B. (2000, 1979). The Elements of Style, Fourth Edition. ALLYN & BACON, a
Pearson Education Company, Needham Heights, Massachusetts.
Truss, Lynn (2003). Eats, Shoots & Leaves: The Zero Tolerance Approach to Punctuation. Gotham Books, A
division of Penguin Group.
Technology Requirements
Desktop or laptop computer
Broadband Internet access
Up-to-date virus protection software
Webcam (most laptops have built-in webcams) that can take videos
Microphone (most webcams and laptops have built-in microphones)
Course Description
This course refines students skills in written and oral communication to internal and external audiences. Through
analyses and practice of communication strategies adopted by successful business professionals, students learn to write
clearly and concisely, make compelling oral presentations, construct effective arguments.
Prerequisite(s)/Special Notes
This section is for online MBA students only. Students enrolled in the online Flexible MBA program are required to take
three weekend residency courses to complete their degree. These weekend residency courses will be held at the Carey
Business Schools Harbor East campus in Baltimore, Md.
***NOTE: Residency dates for this course are September 10 - 12, 2015.***
Learning Objectives
By the end of this course, students will be able to:
1. Listen, write, speak, and present effectively to improve management and leadership skills.
2. Identify and show appropriate sensitivity to cultural and gender differences to improve management in a global
workplace.
3. Recognize, evaluate, limit- - and if possible avoid- - legal and reputational risk by communicating effectively internally
and externally, especially during crises and other evolving business situations.
To view the complete list of Carey Business Schools general learning goals and objectives, visit the Teaching &
Learning@Carey website.

BU.120.601.31 Business Communication Kathleen Day Page 3 of 8

Course Policies
A. Attendance
Attendance of synchronous online sessions is highly recommended. This course will have at least two synchronous online
sessions, which will be delivered via Adobe Connect. The first will be Aug. 25, Day 2 of Module 2, from 6 pm EST until
7:30 pm EST. The second will be Sept. 22, Day 2 of Module 6, from 6 pm EST to 7:30 pm EST. I will email you on the
morning of Day 2 Module 2 and on the morning of Day 2 Module 6 the URL you need to participate.
B. Participation
Online class participation is part of each students course grade; active participation is required for students to
successfully complete the course. Students are expected to participate in all assigned online class activities and
assessments. Each course will also include opportunities for group work.
C. Communication
A Q&A discussion board in Bb has been set up as a place for students to submit questions to the instructor regarding how
to navigate the course, including the course content, course assignments, course site, and so on. The online discussion
format allows students to see the questions that their classmates have already asked, as well as the answers that have
been provided by the instructor. The instructor will check the Q&A discussion board and answer questions at least twice a
week, typically on Tuesday and Thursday.
***NOTE: Students who have a question that is urgent, or that is regarding a personal matter (such as grades), should
contact the instructor directly at Kathleen.Day@jhu.edu. I will answer emails during regular business hours but typically
not on weekends or late at night. Otherwise, students are encouraged to use the courses Q&A discussion board as their
primary method for asking questions. ***
D. Discussion Boards
Interacting with other students via discussion boards (on Bb) is an important part of this course and will require prompt
postings and responses. Discussions will occur during specific timeframes designated by the instructor. (See course
calendar for specific information.)
Discussion Board Rubric
To ensure that all students are contributing in a substantive way to class discussions, the instructor will use the following
rubric to grade student participation.

Discussion Board
Participation Criteria
Content
Postings include:

Supporting evidence, where


appropriate

Personal experience

Application of the course readings,


cases, and other related course
materials
Quality
Postings are:

Relevant to the topics in discussion

Logical, coherent, and well-argued

Thoughtful and reflective

Well-written and free of grammatical


errors
Timeliness

Postings are submitted within the


assigned time period.
Maximum Points: 100

Not Good
Enough
0 score

69

Adequate

70

score
79

Good
0 score

89

Excellent
0 score

100

Weighted
Score

x 0.40

x 0.40

x 0.20

Total Score

BU.120.601.31 Business Communication Kathleen Day Page 4 of 8

E. Exam Proctoring
Your instructor may choose to administer exams by employing an online proctoring solution.
The school utilizes Software Secures Remote Proctor NOW to ensure the highest level of academic integrity of the
exams. Please remember that as a student of the Carey Business School, you have agreed to complete your coursework
with integrity.
Remote Proctor NOW requires a webcam and microphone. Information regarding the Remote Proctoring setup and exam
conditions will be posted on your Blackboard course site.
Assignments
The table below reflects the assignments for the course and their relative weight toward the final grade.
Assignment

Assigned

Due

Participation
Mod 1 Post bio
Mod 2 Discussion: The Federal Consumer Protection Agency
Mod 3 Discussion: Pay-for-Performance Case Study
Mod 4 Crisis Communication Simulation @ Residency
Mod 5 Discussion / Grp Presentation Critique
*Note: Mod 5 is weighted 3x the normal discussion
weight*
Mod 6 Discussion: Johnson & Johnson Case Study
Mod 7 Discussion: The Use/Misuse of Numbers
Business Problem Memo
Group Presentation
Mid-Term Exam
Social Media Guidelines
Executive Summary
Communications Playbook
Final Exam

Througho
ut

As
noted

Mod
Mod
Mod
Mod
Mod
Mod
Mod

Mod3
Mod 4
Mod 4
Mod 6
Mod 7
Mod 8
Mod 8

1
1
4
6
7
1
8

Course
Learning
Objectives
1, 2, 3

Weight

1,
1,
1,
1
1
1,
1,

10%
15%
15%
10%
10%
10%
15%
100%

3
2, 3
2, 3

2, 3
3

15%

Rubrics
The rubric for each assignment is included in the Assignment Overview document available on Bb in the Module when
each assignment is assigned (refer to column 2 of table above).
Grading
The grade of A is reserved for those who demonstrate extraordinarily excellent performance. The grade of A- is
awarded only for excellent performance. The grade for good performance in this course is a B+/B. The grades of D+, D,
and D- are not awarded at the graduate level.
Please refer to the Carey Business Schools Student Handbook for grade appeal information.
Tentative Course Calendar*
*The instructors reserve the right to alter course content and/or adjust the pace to accommodate class progress. Students
are responsible for keeping up with all adjustments to the course calendar.

The schedule below provides an overview of the course and assignments by week. Please remember to check the
calendar for specific due dates.

BU.120.601.31 Business Communication Kathleen Day Page 5 of 8

*NOTE: Each course module runs for a period of seven (7) days, i.e., one week. Due dates for readings and other
assignments are referred to by the day of the module week in which they are due. For example, if a reading assignment is
to be completed by Day 3 and the module started on Monday, then the reading assignment should be completed by
Wednesday, the 3rd day of that module.

Modul
e

Assignments
Dates

The estimated workload is about 8-12


hours/week. Generally, heavier early in the
course and lighter as the course progresses.

Topics

Readings:
o
o
o
o
o
o

Module 1

Mon 08/17/15
Sun 08/23/15

The Value of Effective


Communications

Participation:
o

o
o

Argument Structure &


Cultural Differences

Ch. 6, 7, 8, 9: Browne & Keeley


Ch. 3: Reynolds
Ch. 6: ORourke
Ch. 1, 2, 3: Trompenaars
Websites as assigned

Participation:
o

Set Up & Test Collaboration Tools


Begin Business Problem Memo
Begin Group Presentation
Begin Communications Playbook

Attend Synchronous Session


Readings:
o
o
o
o
o

Mon 08/24/15
Sun 08/30/15

Grammar Self-Check
Keep It Simple Writing Exercise

Assignments:

Module 2

Introductory Bio on Blackboard

Practice:

o
o
o

Syllabus
Ch. 1, 2 & 4: Munter
Ch. 1, 2 & 3: Browne & Keeley
Ch. 1, 2: Reynolds
Ch. 1, 5: ORourke
Websites as assigned

Discussion on The Federal Consumer


Protection Agency

Practice:
o
o

Dissecting Arguments
Elevator Pitch

Continue working on Assignments:


o
o

Business Problem Memo


Group Presentation
Communications Playbook

BU.120.601.31 Business Communication Kathleen Day Page 6 of 8

Modul
e

Assignments
Dates

The estimated workload is about 8-12


hours/week. Generally, heavier early in the
course and lighter as the course progresses.

Topics

Readings:
o
o
o
o

Module 3

Mon 08/31/15
Sun 09/06/15

Elements of an Effective
Presentation

Participation:
o

o
o

Module 4

Mon 09/07/15
Sun 09/13/15

Crisis Communication &


Residency

o
o
o
o
o

Goodman
Ritter & Ritter
Lehane, Fabiani & Guttentag
Ch. 5 Munter (Optional)
Websites as assigned

Participation:

Practice:

Assignments:

o
o

Mon 09/14/15
Sun 09/20/15

DUE: Business Problem Memo by


Day 7 of Week 3
Continue working on Group
Presentation Assignment
Update Communications Playbook

***Attend (on campus) Residency


on Days 4-5-6 of Week 4***
Readings:

Module 5

Cultural Self Check


Practice Group Presentation

Assignments:
o

Discussion of Pay-for-Performance
Case Study

Practice:

Ch. 4-6: Reynolds


Ch. 4, 5: Trompenaars
Munters Cross-cultural
Communication for Managers
Websites as assigned

Meet the Press: A CEOs


Guide to the Fourth Estate

Simulation at Residency
Illustrated Case: Burger Town Crisis
DUE: Group Presentation as
assigned at Residency
MID-TERM EXAM as assigned at
Residency
Update Communications Playbook

Readings:
o
o
o
o

Ch. 1, 2, 3: Shea & Gulick


Ch. 13: ORourke
SEC Rules on Fair Disclosure
Websites as assigned

Participation:
o See assignments below*
Practice:
o
o

Starbucks practice problem


Taco Bell/Kraft Foods practice
problem

Assignments:
o

DUE: Critique Group Presentations


(*discussion board format)
Update Communications Playbook

BU.120.601.31 Business Communication Kathleen Day Page 7 of 8

Modul
e

Assignments
Dates

The estimated workload is about 8-12


hours/week. Generally, heavier early in the
course and lighter as the course progresses.

Topics

Attend Synchronous Session


Readings:
o
o
o

Module 6

Mon 09/21/15
Sun 09/27/15

Digital Media, Social


Media, Announcements

Participation:
o

o
o

Module 7

Executive Summaries,
Numbers

o
o
o
o
o

Mon 10/05/15
Sun 10/11/15

The Business
Communication
Landscape

Analyzing the use/misuse of numbers


Writing a Summary

Assignments:
o

Module 8

Discussion of The Use/Misuse of


Numbers

Practice:

Ch. 10: Browne & Keeley


Maniak
Ch. 1, 2: Wheelan
Huff (Optional)
Websites as assigned

Participation:

o
o

DUE: Social Media Guidelines by


Day 7 of Week 6
Update Communications Playbook

Readings:

Writing Better Press Releases


Writing Better Tweets

Assignments:
o

Mon 09/28/15
Sun 10/04/15

Discussion Johnson & Johnson Case


Study

Practice:

Ch. 7: ORourke
Ch 1, 3 & 6-8: Kerpen
Websites as assigned

DUE: Executive Summary by Day 7


of Week 7
Update Communications Playbook

Readings: Review course reading


Participation: None this week
Practice: Review for final
Assignments:
o

FINAL EXAM as assigned


DUE: Communications Playbook by
Day 7 of Week 8

BU.120.601.31 Business Communication Kathleen Day Page 8 of 8

Carey Business School


Policies and General Information
Blackboard Site
A Blackboard course site is set up for this course. Each student is expected to check the site throughout the semester as
Blackboard will be the primary venue for outside classroom communications between the instructors and the students.
Students can access the course site at https://blackboard.jhu.edu.
Student Technology Resources
Personal Support Center (PSC):
o Toll-free: 855-270-4436, Ext. 4
o Local: 410-235-0545, Ext. 4
o Email: carey@personalsupportcenter.com
Introduction to Blackboard
Introduction to Adobe Connect
Course Evaluation
As a research and learning community, the Carey Business School is committed to continuous improvement. The faculty
strongly encourages students to provide complete and honest feedback for this course. Please take this activity seriously;
we depend on your feedback to help us improve. Information on how to complete the evaluation will be provided toward
the end of the course.
Disability Services
Johns Hopkins University and the Carey Business School are committed to making all academic programs, support
services, and facilities accessible. To determine eligibility for accommodations, please contact the Disability Services
Office at time of admission and allow at least four weeks prior to the beginning of the first class meeting. Students should
contact Priscilla Mint in the Disability Services Office by phone at 410-234-9243, by fax at 443-529-1552, or by email.
Honor Code/Code of Conduct
All students are expected to view the Carey Business School Honor Code/Code of Conduct tutorial and submit their
pledge online. Students who fail to complete and submit the pledge will have a registrars hold on their account. Please
contact the student services office via email if you have any questions.
Other Important Academic Policies and Services
Students are strongly encouraged to consult the Carey Business Schools Student Handbook and Academic Catalog and
Student Resources for information regarding the following items:
Statement of Diversity and Inclusion
Student Success Center
Inclement Weather Policy

Copyright Statement
Unless explicitly allowed by the instructor, course materials, class discussions, and examinations are created for and
expected to be used by class participants only. The recording and rebroadcasting of such material, by any means, is
forbidden. Violations are subject to sanctions under the Honor Code.