Managing Communication and New Media
Syllabus – Spring 2012
Professor:
Sandra J. Chrystal, Ph.D
Office: ACC 405
Office Phone: 213 740-5011
E-mail: chrystal@marshall.usc.edu
Class
Tues & Thurs
Office Hours
Tuesday &
Thursdays
10:00 – 11:50
Room: Bridge 202
8:00-9:30 and by appointment
Introduction and Course Objective
The course content for BUCO 458 Managing Communication and New Media explores theoretical
foundations and innovations basic to management communication. This course focuses on
communication strategies that contribute to interpersonal and collaborative success through creativity,
assessment, feedback, and e-culture management.
Learning Objectives
This cross-disciplinary course focuses on improving your management communication skills. It will
strengthen your ability to analyze your audience, select the appropriate communication medium for
specific audiences, and use feedback. It will emphasize 21st century media as an essential communication
piece of global business.
Specific objectives
• Generate creativity
• Balance the notion of American individualism and corporate global teamwork
• Collaborate on teams and across global networks using YouTube, Second Life, blogs, Twitter, Skype,
video conference, LinkedIn and Google apps
• Respect intellectual property and copyright
Required Materials
Eisenberg, Eric M., H. L. Goodall Jr, Angela Trethewey. Organizational Communication: Balancing Creativity
and Constraint. 6th ed. Boston: Bedford/St. Martin’s, 2010.
Materials Needed:
• Electronic storage device with your name and class section. Always keep a copy of every
assignment that you write on your e-mail, storage device, and your hard drive.
• Computer prepared for Second Life
Prerequisites None
Course materials Copies of lecture slides and other class information are available through your
Blackboard account.
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Grading Summary
Points
% of Grade
50
100
100
5
10
10
100
50
50
150
10
5
5
15
ELC activities
Second Life activities
100
50
10
5
Professionalism
150
15
Final Exam
Total
100
10
1000
100
ASSIGNMENTS AND GRADING
Writing
Blog writing and report on corporate blogging strategies
Business school platform project
E-portfolio
Presentations
• YouTube presentation- professional interview
• Chapter team presentation
• Film analysis-team presentation
• Recommendation for a NFP team presentation --individual and
team grades
•
•
•
Final grades represent how you perform in the class relative to other students. Your grade will not be based on a
mandated target, but on your performance. Historically, the average grade for this class is about a (B). Three items
are considered when assigning final grades:
1.
2.
3.
Your average weighted score as a percentage of the available points for all assignments (the points you receive
divided by the number of points possible).
The overall average percentage score within the class.
Your ranking among all students in the class.
Assessments of individual and collaborative assignments will be made. Presentations will be judged on assessment
of audience analysis, thesis-driven exposition, creativity, development of argument, cogency, and professional
style.The final course grade also reflects your participation in class and in collaborations . Your participation grade
will evaluate your professional contributions to the class: discussion, promptness, teamwork, peer comments, and
substantive electronic postings which encourage others’ participation and contribute to the class goals.
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You are expected to come to class fully prepared, with all required assignments completed. This includes being fully
prepared even if you were unable to attend a previous class meeting. Always review the missed class with at least
two classmates and review the class video. Check the Blackboard announcements and the calendar before every
class.
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MARSHALL GUIDELINES
Add/Drop Process
http://www.usc.edu/dept/publications/cat2011/academic/policies.html
In compliance with USC and Marshall’s policies classes are open enrollment (R-clearance) through
the first week of class. All classes are closed (switched to D-clearance) at the end of the first week.
This policy minimizes the complexity of the registration process for students by standardizing
across classes. I can drop you from my class if you don’t attend the first two sessions. Please note:
If you decide to drop, or if you choose not to attend the first two session and are dropped, you risk
being not being able to add to another section this semester, since they might reach capacity. You
can only add a class after the first week of classes if you receive approval from the instructor.
Marshall Grading Guidelines
Course Grading Policy: Marshall’s target mean GPA is 3.0 for required classes and 3.3 for
electives. The mean target for graduate classes is 3.3. Assignment/Exam Grading Policy: the
instructor determines what qualifies as an accurate grade on an assignment, exam, or other
deliverable, and the instructor’s evaluation of the performance of each individual student is the
final basis for assigning grades for the course.
Retention of Graded Coursework
http://www.usc.edu/dept/ARR/private/forms/Handbooks/Grade_Handbook_rev082010.pdf
Technology Policy
Laptop and Internet usage is not permitted during academic or professional sessions unless
otherwise stated by the respective professor and/or staff. Use of other personal communication
devices, such as cell phones, is considered unprofessional and is not permitted during academic or
professional sessions. ANY e-devices (cell phones, PDAs, I-Phones, Blackberries, other texting
devices, laptops, I-pods) must be completely turned off during class time. Upon request, you must
comply and put your device on the table in off mode and FACE DOWN. You might also be asked
to deposit your devices in a designated area in the classroom. Videotaping faculty lectures is not
permitted, due to copyright infringement regulations. Audiotaping may be permitted if approved by
the professor. Use of any recorded material is reserved exclusively for USC Marshall students.
Statement for Students with Disabilities
Any student requesting academic accommodations based on a disability is required to register with
Disability Services and Programs (DSP) each semester. A letter of verification for approved
accommodations can be obtained from DSP. Please be sure the letter is delivered to me (or to TA)
as early in the semester as possible. DSP is located in STU 301 and is open 8:30 a.m.–5:00 p.m.,
Monday through Friday. The phone number for DSP is (213) 740-0776.
Statement on Academic Integrity
USC seeks to maintain an optimal learning environment. General principles of academic honesty
include the concept of respect for the intellectual property of others, the expectation that individual
work will be submitted unless otherwise allowed by an instructor, and the obligations both to
protect one’s own academic work from misuse by others as well as to avoid using another’s work
as one’s own. All students are expected to understand and abide by these principles. SCampus, the
Student Guidebook, contains the Student Conduct Code in Section 11.00, while the recommended
sanctions are located in Appendix A. http://www.usc.edu/dept/publications/SCAMPUS/gov/
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Students will be referred to the Office of Student Judicial Affairs and Community Standards for
further review, should there be any suspicion of academic dishonesty. The Review process can be
found at: http://www.usc.edu/student-affairs/SJACS/ Failure to adhere to the academic conduct
standards set forth by these guidelines and our programs will not be tolerated by the USC Marshall
community and can lead to dismissal.
Emergency Preparedness/Course Continuity
In case of emergency, and travel to campus is difficult, USC executive leadership will announce an
electronic way for instructors to teach students in their residence halls or homes using a
combination of Blackboard, teleconferencing, and other technologies. Instructors should be
prepared to assign students a "Plan B" project that can be completed at a distance. For additional
information about maintaining your classes in an emergency please access:
http://cst.usc.edu/services/emergencyprep.html
Please activate your course in Blackboard with access to the course syllabus. Whether or not you
use Blackboard regularly, these preparations will be crucial in an emergency. USC's Blackboard
learning management system and support information is available at blackboard.usc.edu.
Incomplete Grades Explanation:
http://www.usc.edu/dept/ARR/grades/gradinghandbook/index.html
In incomplete (IN) grade may be assigned due to an “emergency” that occurs after the 12th week of
classes. An “emergency” is defined as a serious documented illness, or an unforeseen situation that
is beyond the student’s control, that prevents a student from completing the semester. Prior to the
12th week, the student still has the option of dropping the class. Arrangements for completing an
IN course should be initiated by the student, and negotiated with the instructor. Class work to
complete the course should be completed within one calendar year from the date the IN was
assigned. The IN mark will be converted to an F grade should the course not be completed.
Assignment Submission Policy
Assignments must be turned in on the due date/time at the beginning of class or electronically via
Blackboard. Any assignment turned in late, even if by only a few minutes, will receive a grade
deduction (for example, if your work is a B+ grade, you will be given a C+ grade). If your internet
breaks down on the due date, you must deliver a hard copy at the beginning of class on that day. If
you are unable to attend class on that day, make arrangements for it to be delivered to the
classroom or to my box by the start of class. Late or not, however, you must complete all required
assignments to pass this course.
Evaluation of Your Work
You may regard each of your submissions as an “exam” in which you apply what you’ve learned
according to the assignment. I will do my best to make my expectations for the various assignments
clear and to evaluate them as fairly and objectively as I can. If, however, you feel that an error has
occurred in the grading of any assignment, you may, within one week of the date the assignment is
returned to you, write me a memo in which you request that I re-evaluate the assignment. Attach
the original assignment to the memo, and explain fully and carefully why you think the assignment
should be re-graded. Be aware that the re-evaluation process can result in three types of grade
adjustments: positive, none, or negative.
Grade change:
http://www.usc.edu/dept/publications/SCAMPUS/gov/disputed_academic_evaluation_procedures.
html
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COURSE READINGS/CLASS SESSIONS
Daily Activities
Tasks, Readings, and Due Dates
Week 1
Jan 10
Introductions
Welcome and orientation
Goals and overview assignments
Pre-course assessments
Establish teams: chapter presentation
and film analyses
Jan 12
Sign waivers (transportation and
intellectual property)
Lights, Camera
John Kao. Keeping America's Edge in
Innovation
“Did you know?”
Three minute social media issues festival
Introduce corporate blog assignment
Zappos
Traders Joe blog
Introduce video interviews & YouTube
interview assignment
Ex. Listening
How airlines use social media
Challenge the hype
Week 2
Jan 17
Team 1/ Chapter One
“Communication and the
Changing World of Work”
Guest lecturer: Alexa Fleur, CEO,
CritiqueIt www.critiqueit.com
21st century communication strategies
as they’re influenced by the tensions of
being “highly situated” and
“perishable”
Jan 19
Discuss your three corporate blog
links. Post links to BB discussion
board. Don’t duplicate
classmates’ choices. (50 points)
Guest lecturer: Peter Garnica, Mobile
assessment
2007 history of PayPal
And where are they going? social
Individualism or collaboration?
Historic precedents. Three minute
social media project lab.
Introduce: USC Discovery Scholars
Thomas Friedman: fungibles --The World
is Flat—(hand-out)
Team 2/Chapter Two: “Defining
Organizational Communication”
pp 26-52
Discuss: Friedman, Thomas. “The
6
Untouchables” The World Is Flat.
Assess corporate blogs
Week 3
Jan 24
Introduction to Second Life/corporate
discussion
Second Life Guest Speaker: Jerry Whitfield
“Second Life: “If A Conference is
Held in second Life, Will Anyone
Listen?”
Second life Corporate Use
Second Life Corporate Comeback
Bring laptop and headphone with
microphone attached
Jan 26
Corporations aware of problems
Daniel Pink. A Whole New Mind: Moving
from the Information Age to the
Conceptual Age. (hand-out)
LinkedIn
Linkedin-your productivity
Dropbox as a business
Dropbox tour
Corporate podcasting
Discuss Daniel Pink’s Drive, LinkedIn,
Virtual teams, and Dropbox
Week 4
Post YouTube interview (100 pts)
Jan 31
Feb 2
ELC JKP 301 Video conference/Skype
“Media and Content” IBM (BB)
MIT: MitX
Discuss Corporate organizational
communication,
Corporate online annual reports
Marriott corp website & blog
“Keeping America’s Edge in Innovation”
Virtual teams- “Can Absence…”
Team 3 presentation: “Can Absence
Make a Team Grow Stronger?”
View YouTube interviews
Week 5
Feb 7
Team 4/Chapter Eight:
“Teams and Networks:
Collaboration in the Workplace”
Discuss Communication as Information
Transfer vs communication as
transactional process; Communication
as a balance of creativity and constraint
Virtual immersion
telepresence (Forbes)
The Official Cisco Blog ‘The
Platform’—Alan S. Cohen, VP
Enterprise Solutions-“The Next
Wave of the Business Internet:
The Human Network@Work”
Chapter Eight presentation:
“Teams and Networks: Collaboration
in the Workplace”
View YouTube interviews
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Feb 9
Introduce film assignment
Guest lecture: Jon Lasch Alfred Mann Institute
Join LinkedIn—contact teammates
Dropping e-mail
Week
Feb 14
Team presentation: “Learning New
Technologies” Strategic alignment”
(OC 287-92)
“Communicating in networks” (OC
231-245)
Team 5 presentation
“Communicating in networks”
(OC 231-245)
“Learning New Technologies”
(OC 301-309)
Strategic alignment” (OC 287-92)
Stevens Institute
YouTube: Steve Jobs and iPod
Feb 16
Discuss “Harnessing” and “Open
Space”
Harnessing Technology for
Transformation
Discuss Open source
MIT Open course learning
Introduce personal branding e-portfolio
assignment
Branding blog
Branding recs
Week 7
Feb 21
Feb 23
Open space technology for
meetings
Open source: Start-up whiz takes on new
challenge” open-social issues.
Guest lecturer: Julius Pryor
Discuss integrity, Twitter, e- books
Team 6 Twitter
Twitter
For Dummies
Twitter-Bradshaw article (BB)
Twitter
At banks
Personal Branding
“e-books will change reading and
writing”
“Integrity” (OC 46-51)
“How to Kill creativity”
Week 8
“Creativity Under the Gun” (hand-outs)
Feb 28
March 1
Guest lecturer. Lucy Hood, Director CTM
Virtual Team project meetings. Use
Google apps
Or another electronic chat room and
white board
Analyze the meeting,
Archive/submit team meeting
analysis
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Week 9
March 6
March 8
Week 10
March 20
“Communicating leadership, (OC
255-262)
Establish grading criteria for film
analysis
Corporate use of new media
Data mining business competitionKaggle
Data mining for health care
“Facebook, a Marketer’s Friend”
Corporate use of Facebook
IPO
March 22
Week 11
March 27
March 29
Film team meetings for analysis
Mobile Social Marketing & mobile
apps, Assisted technologies:
Blackberries, Sidekicks
Smart phones
challenges
Health education
Ginger.io
ELC JKP 301 video camera for
YouSee U ???
Week 12
April 3
Presentations-film analysis
April 5
Video-blogging & marketing-Vlogs:
Business school platform presentations
(100 points). Publishing opportunityConnextions
Team presentations: Blood
Diamond, Dirty Pretty Things,
The Constant Gardener (50 points)
Week 13
April 10
ELC JKP 301
e-portfolio presentation (your
branding decisions) (100 points)
April 12
Team meeting- in Second Life
“Google tells media” (hand-out)
Human Networks
Week 14
How to deal with a prima donna Stanford.
April 17
Video training in business & business
education
April 19
Create an introductory training session
regarding your social media
recommendation for a NFP for delivery
in Second Life. Develop a storyboard
NFP proposal –team (150 points)
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and overview for the Second Life.
Week 15
April 24
Demonstrate your training/ proposal in
April 26
Review for final exam.
FINAL
EXAM
Second Life
May 8
8-10 a.m.
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