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2 | MNG81001 Management Communication (Session 1, 2018)
Contents
.About
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Content
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Graduate . . . . . . . . .and. . . .unit
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Learning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
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Prescribed . . . . .and
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Studying . . . . unit
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Teaching . . . .learning
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Estimated ..............................................................5
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Scheduled . . . . . .Hours
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Assessment
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Assessment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
. . . . . . . . . . . details
Assessment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
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Assessment
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Assessment
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Assessment
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Assessment
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Timetables .
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About this unit | 3
Content
1. Communication theories and concepts
2. Academic integrity, literacy and referencing
3. Managing the writing process
4. Writing persuasively
5. Developing an argument
6. Writing an analysis
7. Interpreting evaluation material
8. Communication among people: The team
9. Communication among people: Oral presentations
10. Communication among people: Interpersonal skills
11. Communication among people: Intercultural communication skills
12. Communication and sustainability
Learning outcomes for this unit GA1 GA2 GA3 GA4 GA5 GA6 GA7
Learning resources
Prescribed texts and materials
There are no prescribed texts and materials for this unit.
Studying this unit | 5
36 114 150
Gold Coast
Teaching method Duration Frequency
SCU Sydney
Teaching method Duration Frequency
SCU Melbourne
Teaching method Duration Frequency
Online
Teaching method Duration Frequency
SCU Perth
Teaching method Duration Frequency
Assessment
Assessment overview
1.Marking Criteria
It is strongly advised that the assessment instructions and marking criteria be considered
alongside the Assessment Marking Rubric. Other Resources and Discussions will be posted on
the Discussion Board.
2. Special Consideration
All applications for Special Consideration need to be submitted before the due date of the
assessment item. Please see: https (https://www.scu.edu.au/current-students/student-
administration/special-consideration/)://www.scu.edu.au/current-students/student-
administration/special-consideration (https://www.scu.edu.au/current-students/student-
administration/special-consideration/)/ (https://www.scu.edu.au/current-students/student-
administration/special-consideration/).
3. Late Penalties
In cases where there are no accepted mitigating circumstances as determined through Special
Consideration procedures, late submission of assessment tasks will lead automatically to the
imposition of a penalty. Penalties will be applied as soon as the deadline is reached.
Please see 'Penalties for late submission' in Section 2 at: http://policies.scu.edu.au/
view.current.php?id=00255
Please note that late assignments are likely to be returned with a significantly reduced
amount of feedback.
4. Academic Integrity
Students are strongly advised to read the university’s policies on academic integrity and the
penalties associated with academic misconduct. Please see: https (https://www.scu.edu.au/
current-students/study-resources/academic-skills/academic-integrity/)://current-students/
study-resources/academic-skills/academic-integrity (https://www.scu.edu.au/current-
students/study-resources/academic-skills/academic-integrity/)/ (https://www.scu.edu.au/
current-students/study-resources/academic-skills/academic-integrity/).
5. Assignment Resubmission
Assignment resubmission is permitted in the unit MNG81001 Management Communication
for those students who have received a fail grade in either assessment item 1, 2 or 3. The
resubmit is for one assessment item only and the result will be awarded either a pass (of 50% of
the marks for the assessment) or fail grade.
6. Student Access and Inclusion
Please see: https (https://www.scu.edu.au/current-students/services-and-support/student-
access--inclusion/)://www.scu.edu.au/current-students/services-and-support/student-access--
inclusion (https://www.scu.edu.au/current-students/services-and-support/student-access--
inclusion/)/ (https://www.scu.edu.au/current-students/services-and-support/student-access--
inclusion/)
7. Turnitin
8 | MNG81001 Management Communication (Session 1, 2018)
All assessment items (1, 2, 3 and 4) must be lodged through Turnitin accompanied by an
‘Assignment Cover Sheet’.
3. Case study Individual 1, 2, 4 Graded N/A 25% 1000 words 04 May N/A
2018
9:00
AM
Assessment details
Assessment 1: Executive summary
This assessment is for these students only: Gold Coast; Melbourne - Hotel School; Online;
SCU Melbourne; SCU Perth; SCU Sydney; Sydney - Hotel School.
2. Engage in research to find two other articles (academic journal and/or industry journal)
related to the impact of technology on corporate communication. Use search engines such
as Google Scholar and the SCU library website to do your research.
Assessment | 9
3. Print and read all articles and complete the Article Analysis Form (located under
Assessment Details) for each of the three articles.
4. After carefully reading the three articles, draft a two-page Executive Summary (synopsis)
using the format of an Executive Summary memo. According to The American Heritage
Dictionary of the English Language, 4th Ed, (2000), the word synopsis is defined as “A
brief outline . . . a summary.”
5. Identify three themes that relate to the purpose of the memo (how different
communications technologies are impacting on the way we communicate at work) to form
the structure for the body of your work. Examples of themes could be: mobile work-from-
home; unified communications; and closer collaborations) Support for each theme must
come from at least TWO of your THREE sources. Use one quotation in each section from
one of your three sources.
6. Each theme requires a heading which should be clearly, logically and accurately labelled
since headings reveal the organisation of the paper and permit quick reference to specific
information. They also make the paper easy to read.
7. Write the two-page Executive Summary in a plain serif (e.g. Times New Roman) or sans
(e.g. Arial) font. A serif font is easier to read. Suggested sizes are 12 for the text and 14 for
the headings. Double or 1.5 space. Put page numbers in line with the right margin at the
bottom of each page. The Reference List must be on the third (seperate) page.
8. You will need to use SCU Harvard style to document your sources within the text and in
the Reference List. For further information please see: http://libguides.scu.edu.au/harvard
9. Submit Assessment 1 to Turnitin via the Blackboard site no later than the due date:
Monday 19th March 2018 9.00am (QLD time).
10. Refer to the Marking Criteria Guide and Marking Rubric located under Assessment Tasks
and Submissions.
5. Submit Assessment 2 to via the Blackboard site no later that the due date: Monday 9th
April 2018 9.00am (QLD time).
6. Refer to the Marking Criteria Guide and Marking Rubric located under Assessment Tasks
and Submissions.
g. Document design: Part 1: Short report using the memorandum format. Part 2:
Powerpoint slides.
h. Length: Total 750 words for both Part 1 and Part 2. A good target for each Powerpoint
slide would be a four to five-word title for the practice plus three to four bullet points of no
more than ten words each for the recommendation (how it's done).
The objective of Assessment 3 is to understand the concept of ‘analysis’ and learn how to
analyse information efficiently and effectively using a case study.
According to Rosenwaser and Stephen (2009, p. 4), analysis is:
More than just a set of skills, analysis is a frame of mind, an attitude toward experience.
It is a form of detective work that typically pursues something puzzling, something you
are seeking to understand rather than something you are already sure you have the
answers to.
Analysis finds questions where there seemed not to be any, and it makes connections that
might not have been evident at first.
A business case study ‘is a description of an actual situation, commonly involving a decision, a
challenge, an opportunity, a problem or an issue faced by a person (or persons) in an
organization’ (Erskine, J.A. and Leenders, M.R., Learning with Cases, © 1997, Richard Ivey
School of Business).
Cases contain relevant data about the issue available to the key person in the case, plus
background information about the organisation.
Assessment Task 3 (weighting = 25%)
The Qantas social media disaster
Companies around the globe are embracing and adopting social media for many different
reasons, including: customer service, marketing, internal communications, public relations,
and corporate social responsibility. It is now a reality that social media is changing the way
stakeholders and companies communicate daily, providing opportunities for collaboration,
participation, interactivity, and engagement.
Your task is to analyse a business case study that chronicles one of the worst years for Qantas.
In 2011 Qantas faced a communication strategy that spiraled out of control. According to
Australia’s public relations watchdog, PRdisasters.com, Qantas not only finished 2011 with the
biggest PR disaster but three of its slip-ups made the top 10 list for 2011. The top 10 list of PR
disasters in Australia for 2011 can be obtained at the following website:
https://prdisasters.com/2012/01/09/australias-2011-pr-disasters-awards-announced/
This case places you directly into the role of Olivia Wirth, executive of Government and
Corporate affairs at Qantas Airlines, who must devise a plan of action to respond to the
company’s failed and publicly scrutinised social media contest through Twitter. You need to
Assessment | 13
2. Read the case several times and answer the following questions in your analysis/
recommendation(s):
a. What future actions can Qantas take to build a positive public perception of the brand?
Be prepared to provide justification for your recommended actions.
b. Identify three important factors for an organisation to consider when using social
media, such as Twitter, for contest or other public relations initiatives. Use 3-5
secondary sources to support your analysis.
c. Using the Communication Plan Template in the case (see Exhibit TN-1), devise a
course of action for Olivia Wirth to recommend to Qantas management. Some
important guidelines to consider when developing a recommended course of action:
• The different stages of the communication plan template must fit together, if they
do not, adjustments must be made.
• The communication plan should be realistic and feasible.
• The various problems that Qantas has experienced publically over the past year
must be taken into account.
3. Write a first draft of this memo at least one week prior to the due date to ensure adequate
time for revision. Please be aware that the writing quality and appropriate referencing will
be marked as well as the content.
4. Submit Assessment 3 to Turnitin via the Blackboard site no later than the due date: Friday
4th May 2018, 9.00am (QLD time).
5. Refer to the Marking Criteria Guide and Marking Rubric located under Assessment Tasks
and Submissions on the Blackboard.
Working in groups of four, each student will write on one of these four workplace
communication issues.
Please follow these guidelines to complete the assessment:
1. This assessment comprises two parts:
a. group-assigned written report, and
b. three-minute individual oral presentation.
2. In Week 6 you will be assigned to a group of four students. Internal students will be given
their group in the tutorial; external students will be notified via email. Each group is
expected to produce a team contract:
◦ establishing team procedures
◦ identifying expectations
◦ specifying the consequences for failing to follow these procedures and fulfill these
expectations.
Since the basic purpose of this team contract is to accelerate your team's development,
to increase individual accountability for team tasks, and to reduce the possibility for
team conflict, make your contract as specific as possible: (a) specify each task as
detailed as possible, (b) specify each step in a procedure or process as detailed as
Assessment | 15
possible, (c) specify the exact person(s) responsible for each specific task, and (d)
specify the exact time and exact place for completion or submission of each task.
Complete, sign, and submit a copy of your finalised contract to your tutor in Week 7.
3. Each student in your group needs to select ONE of the four workplace communication
issues. Please note: there is an individual mark for your particular section and a group
mark for the overall report.
4. Start your web-based research with a search of popular business publications, even trade
journals, professional journals and current affairs journals, for any information about
workplace communication issues. Finally, use academic research to support your findings
in relation to your selected theme.
5. Each student needs to find 8-10 secondary sources for his/her section. Please note you are
expected to use a minimum of four (4) refereed academic journals. You will be shown how
to tell if a journal is peer reviewed/refereed. Do not include more than 10 references per
student.
7. You are encouraged to write a first draft of this report at least one week prior to the due
date to ensure adequate time for revision. Please be aware that the writing quality and
appropriate referencing will be marked as well as the content.
8. Submit the report Turnitin via the Blackboard site no later than the due date: Friday 1st
June 2018, 9.00am (QLD time). Please note: only one student submits on behalf of their
group.
9. In addition to the report each student will be required to give a three minute oral
presentation on their respective report section. Further details will be presented at the
beginning of the unit on the presentation requirements.
10. Refer to the Marking Criteria Guide and Marking Rubric located under Assessment Tasks
and Submissions on the Blackboard.
Timetables
Suggested study timetable
Week/
commencing Topic Notes
Week/
commencing Topic Notes