Engaging Europe – Mark Kennedy – Page 1 of 11
M.P.S. in Political Management
Fall 2013
Starts Monday, October 21/Final Assignment
Due Friday, December 13
Engaging Europe
PMGT 6265.01
3 Credits
Foggy Bottom Classes: Mondays, Oct. 21, 28,
and Nov. 4, 5:00 p.m.-7:30 p.m.
Room 306, 805 21st St., NW, Washington, D.C.
Global Immersion in Brussels, Belgium: Sunday,
Nov. 24-Saturday, Nov. 30
BASIC INFORMATION AND RESOURCES
Instructor
Hon. Mark R. Kennedy, GSPM Director and Professor
Mark Kennedy, professor and director of the Graduate School of Political Management, brings unique
perspectives to teaching as a U.S. Congressman, Presidential appointee (under Bush and Obama),
Fortune 100 senior executive (Macy’s), Häagen Dazs acquisition team member, global consultant with
Accenture, Founder and Chairman of the Economic Club of Minnesota and Director of George
Washington University’s Graduate School of Political Management. John King of CNN said "Kennedy
doesn't ignore the elephant in the room; to the contrary, he looks it straight in the eye," and Fred Barnes
of FOX News called Kennedy, “Bold and smart.”
Contact Information
Phone Number: 202-994-2482
Email Address: markkennedy@gwu.edu
Communication
Email the professor for a response within 24 hours.
Blackboard Site
A Blackboard course site has been 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.gwu.edu. Support for Blackboard is available at 202-994-4948 or helpdesk.gwu.edu.
Academic Integrity
All members of the university community are expected to exhibit honesty and competence in their
academic work. Students have a special responsibility to acquaint themselves with, and make use of, all
proper procedures for doing research, writing papers, and taking exams. Members of the community
will be presumed to be familiar with the proper academic procedures and will be held responsible for
Engaging Europe – Mark Kennedy – Page 2 of 11
applying them. Deliberate failure to act in accordance with such procedures will be considered
academic dishonesty. Academic dishonesty is defined as “cheating of any kind, including
misrepresenting one’s own work, taking credit for the work of others without crediting them and
without appropriate authorization, and the fabrication of information.” Acts of academic dishonesty are
a legal, moral, and intellectual offense against the community and will be prosecuted through the
proper university channels. The University Code of Academic Integrity can be found at
http://www.gwu.edu/~ntegrity/code.html.
Support for Students with Disabilities
GW’s Disability Support Services (DSS) provides and coordinates accommodations and other services for
students with a wide variety of disabilities, as well as those temporarily disabled by injury or illness.
Accommodations are available through DSS to facilitate academic access for students with disabilities.
Please notify your instructor if you require accommodations. Additional information is available at
www.gwu.edu/~dss.
In the Event of an Emergency or Crisis during Class
If we experience some an emergency during class time, we will try to stay at this location until we hear
that we can move about safely. If we have to leave here, we will meet at [fill in proximate location] in
order to account for everyone and to make certain that everyone is safe. Please refer to Campus
Advisories for the latest information on the University’s operating status:
http://www.campusadvisories.gwu.edu/.
Attendance Policy
Students are expected to attend all sessions noted on the syllabus, as a component of each student’s
attendance and class participation grade. Please email the professor if you anticipate needing to miss or
being late to a session.
Course Evaluation
At the end of the semester, students will be given the opportunity to evaluate the course through GW’s
online course evaluation system. It is very important that you take the time to complete an evaluation.
Students are also encouraged to provide feedback throughout the course of the semester by contacting
any/all of the following:
Dr. Lara Brown
Director, Political Management Program
larambrown@gwu.edu | 202-994-4545
Dr. Jack Prostko
Associate Dean for Learning and Faculty Development
College of Professional Studies
jackp@gwu.edu | 202-994-3592
Suzanne Farrand
Director of Academic Administration, GSPM
sfarrand@gwu.edu | 202-994-9309
Engaging Europe – Mark Kennedy – Page 3 of 11
THE COURSE
Political Management Program Objectives
1. Assess a political environment, develop a strategy to achieve specified goals within that
environment, and act to carry out that strategy through a campaign.
2. Draw upon a repertoire of effective campaign communication skills.
3. Collect, evaluate, and incorporate empirical evidence to shape and optimize a campaign.
4. Find, engage, and motivate the right people – leaders, professional colleagues, and citizens – to join
and contribute to a campaign.
5. Address the recurring dilemmas of political life in a manner that upholds ethical standards as they
practice the profession.
Course Description and Overview
Engaging Europe will explore the challenges of advocacy and communications as an organization in
countries throughout Europe. Despite the familiarity many Americans feel they have with European
traditions, the labyrinth of cultures and decision-making structures within Europe makes advocacy and
communications a surprisingly challenging task. Increasingly, organizations as diverse as Exxon and
Greenpeace need to advocate not only with political, regulatory, media, and advocacy groups in their
own countries, but also in every corner of the world.
With Brussels as the home to most of the important European Union institutions, it forms the perfect
backdrop to our study. The complexity of engaging society in the multifaceted area requires careful
study.
During our travel period in Brussels, students will gain insights into successfully Engaging Europe from
the exchange of ideas with business, communications, media and public affairs, diplomatic, and political
leaders.
Course Learning Objectives
1. Gain an understanding of the cultures and decision-making structures within Europe.
2. Analyze how to effectively advocate and communicate with the many different cultures in Europe.
3. Realize insights from the exchange of ideas with business, communications, media and public affairs,
diplomatic, and political leaders.
Course Requirements
Students are required to complete a pre-class (prior to Oct. 21) reading and video-watching assignment.
Details are provided in the Tentative Course Calendar.
Networking is an important component of the class experience, particularly when students are
participating in the weeklong global immersion residency in Brussels. For this reason, GW students are
not permitted to sit next to other GW students during meal times. This rule is to promote conversation
and rapport among GW students and our traveling companions, University of Navarra students, who will
be studying with the GW program.
Engaging Europe – Mark Kennedy – Page 4 of 11
Evaluation and Grading
Assignment
Learning
Objective(s)
Addressed
Due
Date
Weig
ht
Assignment 1: Country Presentation
Course
Learning
Objective 1
Nov. 4
30%
What: Prepare a three-page, single-spaced paper with one-inch
margins and 12-point text covering the following (please note that
longer assignments will be graded lower – concise communication is
essential to business success):






Basic Data
o GDP (Nominal and Purchasing Power Parity)
o GDP Per Capita
o Population
Geopolitical Alignment
o With which major power(s) does this country align?
o If alignment changed in recent decades, what
precipitated this change?
o What cements this relationship?
o What tensions exist in this relationship?
o Does the populace support this relationship?
Economic Pressures
o What are the dominant economic pressures? For
example, federal budget, trade, balance of payments
imbalances, income disparity (Gini coefficient), low
competitiveness, high unemployment?
Demographic Pressures
o How do age distribution, fertility rate,
ethnic/religious tensions, or other demographic
factors contribute to the level of stability or
cohesiveness of society?
o See especially the CIA World Factbook.
Quality of Social Services
o What is the level of basic services in the country?
o Have major changes occurred recently?
o How big of a priority is the provision of public services
to the current government?
o See Pillars 4 and 5 of the World Economic Forum
Global Competitiveness Index.
Who Has Power?
o What is the form of government?
o What is the relative power of each branch of
government?
o What are the political parties?
Engaging Europe – Mark Kennedy – Page 5 of 11
 What defines each major party?
 Who is their public face?
 What is their current and prospective power?
o See especially The Economist Democracy Index and
Pillar 1 of the World Economic Forum Global
Competitiveness Index.
 What Issues Dominate the Public Debate?
o What are they?
o About what would candidates be running political
advertisements?
 Level of Freedom to Communicate
o How much individual freedom is allowed?
o How free is the press?
o Are activists active?
o What is the level of corruption?
o What is the ability to advocate?
o See especially The Freedom House Freedom in the
World Rankings, The Wall Street Journal/Heritage
Foundation Index of Economic Freedom, and the
Transparency International Corruption Perception
Index.
Countries available for analysis:











France
Germany
Greece
Italy
Norway
Poland
Russia
Spain
Switzerland
Ukraine
United Kingdom
Length: 3 pages (single-spaced, one-inch margins, 12-point type).
Assignment 2: Briefing Sheet Meeting Preparation
What: Effective briefing sheets provide concise summaries intended
to help the reader understand the general scope of the person or the
organization at issue. Proper briefing sheet writing is an essential skill
that students will learn during a guest lecture in Class #3. Students
will be expected to develop a briefing sheet (template to be provided
on Blackboard) to prepare the class for a specific Istanbul meeting
and to help Prof. Kennedy lead the discussions during the visit.
Course
Learning
Objective 1
Nov.
22
20%
Engaging Europe – Mark Kennedy – Page 6 of 11
Topics available for briefing sheets: (Note: These will be distributed
among University of Navarra students, too)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
Permanent Representation of Spain to the EU
U.S. Mission to the EU
Fleishman Hillard
European Commission
European Council
APCO
G Plus Europe
European Parliament
American Chamber of Commerce to the EU
World Wildlife Fund European Policy Office
Burson-Marsteller
NATO Parliamentary Assembly
General Electric Europe
Microsoft Europe
Philip Morris Spain
Journalist: Miguel Roig, Expansion
Journalist: Claudi Perez, El Pais
Journalist: Stephen Fielder, Wall Street Journal
Journalist: New York Times contact TBD
Journalist: Peter Speigel, Financial Times
Journalist and Lobbyist: Lorenzo Consoli, AP.com Italy, and
former President of the International Press Association
Eurochambres
Digital Europe
Copa-Cogenca
FoodDrink Europe
Business Europe, International Affairs Department
Allianz Belgium
Google Belgium
Length: Length of the template provided on Blackboard.
Assignment 3: Individual Post-Residency Advocacy Assignment
What: In order to effectively advocate, one must fully understand the
political, economic, and social landscapes of an organization and its
geographic region. Students will evaluate an organization’s advocacy
efforts by



selecting an organization (pending approval by Prof.
Kennedy),
selecting an issue relevant to the organization,
applying the 7As framework of “WinWin Shapeholder
Engagement” – Authenticity, Anticipation, and Assessment;
Course
Learning
Objectives 2,
3
Dec.
13
25%
Engaging Europe – Mark Kennedy – Page 7 of 11



and Advance, Avert, Acquiesce, and Assemble (see Mark
Kennedy, “Social Media Provides a Megaphone for
Organizations Intent on Shaping the Corporate
Environment,” pending publication in Strategy and
Leadership, 11p [copyrighted]),
demonstrating compliance with the (IA)3 framework, built
around the analysis of issues, actors, interests, arenas,
information, and assets (see, David Bach and David Bruce
Allen, “What Every CEO Needs to Know about Nonmarket
Strategy,” MIT Sloan Management Review [Spring 2010, Vol.
51, No. 3]), and
drawing conclusions for future endeavors.
Outline of Paper:
o Description of Organization
o Issue Background
o (IA)3
 Issues – Survey of other issues facing
organization
 Actors – Involved in selected issue
 Arenas – Where selected issue will play out
 Interests – For each Actor
 Assets – For each Actor
 Information – For each Actor (most likely to
impact outcome)
o 7 A WinWin Engagement
 Was organization being Authentic?
 Did it properly Anticipate the Issue?
 Did it accurately Assess both the legitimacy
and the expected outcome of the Issue?
 Should it have Advanced Mutual Interests,
Averted, Acquiesced for Assemble Winning
Strategy and Team
 If it chose or should have chosen Assemble,
how did it or should it:
 Select the Best Terrain
o Question
o Arena
 Find Friends
 Build Coalition
 Make Case
o Conclusion
Length: 3-5 pages (single-spaced, one-inch margins, 12-point type).
Attendance and Participation
25%
Engaging Europe – Mark Kennedy – Page 8 of 11
Total
100%
Following is the grade scale for all GSPM classes:
Grade*
A
94-100
AB+
90-93
87-89
B
83-86
B-
80-82
C+
77-79
C
73-76
C-
70-72 (lowest
grade to pass)
Below 70
F
Grading Standard
Your work is outstanding and ready for submission in a professional
environment. Your material, effort, research, and writing demonstrate
superior work.
Represents solid work with minor errors. Overall, excellent work.
Very good. Represents well-written material, research, and presentation,
but needs some minor work.
Satisfactory work, but needs reworking and more effort. Note that
although not a failing grade, at the graduate level, anything below a “B” is
viewed as unacceptable.
You’ve completed the assignment, but you are not meeting all of the
requirements.
Needs improvement in content and in effort. Shows some motivation and
concern.
Needs reworking, improved effort, and additional research. Shows minimal
motivation and concern.
Poor performance. Major errors, too many misspellings, problems with
accuracy, etc.
Unacceptable performance, or inability to submit the assignment.
*Please note that you may be penalized for late submission of assignment(s).
Required Text and Learning Materials
Readings:
 Mark Kennedy, “Social Media Provides a Megaphone for Organizations Intent on Shaping
the Corporate Environment” pending publication in Strategy and Leadership, 11p (copyrighted)
(yet to be posted/distributed; Kerry Moore will notify students)
 David Bach and David Bruce Allen, “What Every CEO Needs to Know about Nonmarket
Strategy,” MIT Sloan Management Review (Spring 2010, Vol. 51, No. 3),
http://sloanreview.mit.edu/article/what-every-ceo-needs-to-know-about-nonmarket-strategy/
 World Economic Forum: The Global Competitiveness Report 2012-2013,
http://www3.weforum.org/docs/WEF_GlobalCompetitivenessReport_2012-13.pdf
 TBD from Dr. Billet
Case:
 European Union: The Road to Lisbon, Gunnar Trumbull, Diane Choi (HBS# 711032), 31p
Video:
 Mark Kennedy, “Business in a Political Age”
Tentative Course Calendar*
*The instructor reserves 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.
Engaging Europe – Mark Kennedy – Page 9 of 11
[Monday, Oct. 14: Students will email Kerry Moore their top three choices for Country Analysis topic from
the provided list. Please await assignment confirmation before you begin your work. Countries will be
assigned on a first-come, first-served basis.]
Prior to Monday, Oct. 21
Pre-Class
Topic and Content Covered: Preparation for Class Discussions
Learning Objective(s) Addressed: 3
Reading Due Today: Watch 1-Hour “Business in a Political Age”; read Mark Kennedy, “Social Media
Provides a Megaphone for Organizations Intent on Shaping the Corporate Environment” pending
publication in Strategy and Leadership, 11p (copyrighted), World Economic Forum: The Global
Competitiveness Report 2012-2013:
http://www3.weforum.org/docs/WEF_GlobalCompetitivenessReport_2012-13.pdf, David Bach and David
Bruce Allen, “What Every CEO Needs to Know about Nonmarket Strategy,” MIT Sloan Management
Review (Spring 2010, Vol. 51, No. 3): http://sloanreview.mit.edu/article/what-every-ceo-needs-to-knowabout-nonmarket-strategy/
Assignment(s) Due Today: None
Monday, Oct. 21
Week 1
Topic and Content Covered: Introduction to the European Union (EU) – class overview; origins,
institutions, and logic of the European Union; challenges and opportunities facing the region, with
special focus on the Euro-crisis; international relations of the EU, near and far; relationship with the
United States; key political players, governing bodies, and communication channels; most effective
methods of advocacy and communication
Guest Speaker: Cliff Stearns, Senior Advisor and International Advisory Council member, APCO
Worldwide; and former U.S. Congressman (R, FL-6th) – Brussels vs. the Beltway: Advocacy in the United
States and the EU; how the EU Parliament and the U.S. Congress differ; where the power is in the EU
and why; how lobbying in Europe works, who is doing it, and where; specific case examples from
Congressman Stearns’s experience
Learning Objective(s) Addressed: 1, 2, 3
Reading Due Today: European Union: The Road to Lisbon, Gunnar Trumbull, Diane Choi (HBS# 711032),
31p
Assignment(s) Due Today: None
Monday, Oct. 28
Week 2
Engaging Europe – Mark Kennedy – Page 10 of 11
Topic and Content Covered: General EU Advocacy Orientation with Dr. Steven Billet, PhD, Director,
Masters in Legislative Affairs/PAC Management, GSPM – institutional and cultural dimensions; EU
decision processes; transparency in Europe for lobbyists; Flemish and French: in-country considerations
Learning Objective(s) Addressed: 1, 2
Reading Due Today: TBD from Dr. Billet
Assignment(s) Due Today: None
Monday, Nov. 4
Week 3
Topic and Content Covered: EU Communications Landscape and Briefing Sheet Tutorial
Guest Speaker 1: P.J. Crowley, fellow and professor of practice, Institute for Public Diplomacy and Global
Communication, School of Media and Public Affairs, George Washington University; and former
Assistant Secretary of State for Public Affairs and Spokesperson at the Department of State (2009-March
2011) –
Guest Speaker 2: Glynda Becker, Washington State University – explanation of how to write a briefing
sheet (template will be provided on Blackboard)
Learning Objective(s) Addressed: 2
Reading Due Today: None
Assignment(s) Due Today: Assignment 1 – Country Analysis (submitted via Blackboard and handed to
Prof. Kennedy in class). Please note that all papers will be compiled in a document to be posted on
Blackboard so students can access and learn from classmates’ analyses.
[Wednesday, Nov. 6: Students will email Kerry Moore their top three choices for briefing sheet topics,
based on the provided list. Topics will be assigned on a first-come, first-served basis.]
[Friday, Nov. 22: Students must submit their briefing sheets via Blackboard.]
Sunday, Nov. 24-Saturday, Nov. 30
Weeklong Global Immersion in Brussels
Topic and Content Covered: During our travels in Europe, the class will reside in Brussels, home to most
of the important European Union institutions. Our days will generally include lectures and organization
visits.
Learning Objective(s) Addressed: 1, 2, 3
Reading Due Today: None
Engaging Europe – Mark Kennedy – Page 11 of 11
Assignment(s) Due Today: By Friday, Nov. 29, students must email Kerry Moore the name of the
organization and the issue they will be evaluating in their Individual Post-Residency Advocacy
Assignment.
[Friday, Dec. 13: Students must submit their Individual Post-Residency Advocacy Assignment via
Blackboard.]
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.