BUAD 302
Communication Strategy in Business
Spring 2014
Professor: Daylanne Markwardt, Ph.D.
Office: ACC 228
Office Phone: 213-740-2803
Mailbox: ACC 400
E-mail: markward@marshall.usc.edu
Lecture Class
Mon./Wed.
Office Hours
Mon./Wed.
10 to 11:50 a.m., HOH 306
4 to 5:50 p.m., HOH 302
12 to 1:30 p.m. or by appointment
INTRODUCTION AND COURSE OBJECTIVES
You are working in an increasingly complex world characterized by proliferating communication
platforms and channels as well as increasing breadth and depth of content and information. Your
professional life will likely revolve around how you generate, organize, evaluate, and manage
communication. Almost without exception, today’s successful business professionals attribute their
success to their ability to communicate affectively: to write well, to speak dynamically, and to cultivate
business relationships through strong interpersonal communication skills.
Whether making a presentation, creating and executing an integrated persuasive appeal, or engaging in
group problem-solving, you should be able to convey ideas and feelings to your audience clearly,
accurately, and persuasively. This course is designed to sharpen your existing skills as a strategic thinker,
writer, and speaker and to enable you to employ those skills in realizing an actionable understanding of
strategic communication.
The class is structured to emphasize experiential learning so that our study of managerial communication
theory can be applied to exercises and activities mirroring real-world challenges you will face in your
professional lives.
Global Learning Objectives: As described below, this course will help you gain both a theoretical
understanding and applied approaches to becoming a skilled communicator.
Business Communication Strategy—Theory
By the end of the class, you should be able to demonstrate understanding of the primary elements of
business communication theory.
Business Communication Strategy— Application
In turn, you should be able to apply communication theory to develop business communication strategies,
including evaluation of purpose, audience, context, and channel choice. You should demonstrate the
ability to analyze, compare and critique these strategies and effectively communicate your assessment.
BUAD 302: Spring 2014
Prof. Markwardt
DETAILED LEARNING OBJECTIVES
This course is designed for you to acquire knowledge and skills in business communication. Specifically,
the BUAD 302 experience will enable you to:
1. Identify and discuss communication theories, models, and principles that impact business
communication across diverse industries and fields in a global landscape by analyzing specific
communication behaviors, strategies, and goals through case studies and group discussions.
2. Apply communication theories and principles to achieve communication goals by evaluating the
purpose of your message, conducting audience analysis, and selecting the appropriate
communication channel to successfully construct and deliver presentations individually and as
part of a team in various business contexts.
3. Utilize critical thinking skills to develop and implement communication strategies across diverse
business environments by analyzing, comparing, and evaluating the effectiveness of these
strategies via scenario-based simulations and exercises.
4. Develop an understanding and awareness of ethical principles and intercultural and diversity
factors that impact the communication process as business leaders, managers, colleagues and
employees by analyzing and explaining ethical challenges and incidents in their cultural and
organizational contexts.
5. Acquire and apply an understanding of small group communication dynamics, including learning
to evaluate and articulate obstacles that impact effective team communication and developing
collaborative deliverables.
After only fifteen weeks, you probably will not reach a level of professional excellence in all business
communication areas; mastery sometimes takes years and always takes dedication. You will, however,
clearly understand the strategic objectives toward which you are working, understand the necessary
processes involved in meeting those objectives (and helping others meet them), appreciate your strengths
and challenges, and feel increased confidence in your communication decisions and in the execution of
those decisions.
REQUIRED MATERIALS
Text
Cardon, Peter W. Business Communication: Developing Leaders for a Networked World. New York:
McGraw-Hill 2014.
Additional readings and handouts posted to Blackboard.
Other
 Adobe Reader (http://get.adobe.com/reader/)
 Microsoft Office, including Word, Excel, and PowerPoint 2013 or previous versions updated with
the Compatibility Pack (available free of charge at http://www.microsoft.com/enus/download/details.aspx?id=3)
 Access to a laser printer or the equivalent
 Regular access to Blackboard and your university e-mail account (The latter may be forwarded to
another e-mail account, but it should be one you check routinely.)
 A YouSeeU account (for presentation rehearsals and exercises. Instructions for setting up your
account will be covered in class.)
2
BUAD 302: Spring 2014
Prof. Markwardt
COURSE ASSUMPTIONS
Participation and Classroom Demeanor
I expect you to be as enthusiastic about this course as you would be in any course important to your
future, to actively participate, and to take responsibility for your own learning. You should consider the
classroom a professional environment, in which you are expected to arrive on time, be prepared for
whatever activities are scheduled that day, focus on the work at hand, and demonstrate respect for your
supervisor and colleagues. Communication skills are developed by practice, so class time will often be
devoted to exercises that are applicable to the real-world challenges you will face in your professional
lives, and you should treat them accordingly.
As your professor, my goal is to help you become more professional business communicators. If you
prepare for and attend all classes, participate actively in activities and discussions, and complete all
assignments conscientiously, you will improve your skill level. By the end of this course, you will have
increased your ability to organize and present ideas clearly, develop and deliver convincing arguments,
apply communication strategies to a variety of professional situations, participate in job interviews, work
more effectively with other people, and incorporate media into your messages. You may not have attained
mastery in all these areas, for significant improvements sometimes take years and always require
dedication to achieve. You will, however, have a better understanding not only of your strengths and
weaknesses but also the processes involved in improving your communication skills over time.
Technology Use
Communication devices, such as cell phones and Blackberries which are capable of sending and/or
receiving electronic communication, and all entertainment devices, such as iPods or other MP3 players,
are to be turned off and kept off throughout the class session. Receiving or sending communication
during class disrupts the learning environment. Use of laptops and iPads is not allowed in this class
without the instructor’s permission. While you are in class, you are expected to conduct yourself
professionally. This includes being focused exclusively on BUAD 302, not on extraneous matters. It also
includes treating everyone else in the room with the same respect and consideration you want to receive.
ASSIGNMENTS AND GRADING
Final grades in the course will depend on your performance in the following three types of assignments:



Oral presentations
Written communication
Classroom assignments, exercises, and exams
These three types of assignments represent 1,000 total points and are described in more detail below:
Oral Presentations
550 pts.
Each of you will complete four significant graded presentations—two individual and two as part of a
group. Group presentations will consist of both an individual grade and a group grade and may include a
written deliverable of peer feedback.
Individual
Informative (Communication Concept)
Persuasive (Sales/Product Pitch)
125 pts.
125 pts.
3
BUAD 302: Spring 2014
Prof. Markwardt
Group
Informative (Business Book Review)
Persuasive (Programming Pitch)
150 pts.
150 pts.
Written Communication
200 pts.
Résumé
Cover Letter
Networking Report
50 pts.
50 pts.
100 pts.
Quizzes and Final Exam
150 pts.
Reading quizzes will be given periodically throughout the semester to encourage you to do the reading
and reward you for doing so. A final exam is a required component of this business course and will be
based on the entire semester’s content. I will provide a thorough and detailed comprehensive review prior
to the exam. Please see the course schedule for the final exam date.
Engagement/Participation
100 pts.
I assume that you will be present and on time for every class and ready to begin work at the time class is
scheduled to start. Should you need to be absent, I expect to receive an e-mail from you PRIOR to the
start of the class period. Keep in mind, though, that a message in advance of class does not “excuse” your
absence; it simply shows me that you are taking responsibility for choosing to do something else during
class time. Multiple absences, even when accompanied by conscientious notification, may be viewed as
unprofessional behavior and negatively impact your engagement/participation score.
To receive top points for engagement/participation, you will need to take an active role in class
discussions, volunteer for leading in-class exercises, bring relevant news stories to the attention of the
class and lead in-class discussion based on those stories, attend office hours to review your presentations,
and otherwise engage in class activities and participate fully.
Part of your score in this category will be based on your participation and engagement in a number of
experiential learning activities conducted at Marshall’s Experiential Learning Center (ELC). Among
these, you will also be expected to take part in a mock interview. Mock interviews will be scheduled for
the ELC in Popovich Hall (3rd Floor) on February 22-23 and March 2. The sign-up process and further
details of this assignment will be discussed in class.
Please Note: ELC exercises are non-negotiable. Missing an ELC exercise will result in a deduction of 25
participation/engagement points (per missed session) unless excused by me. Further, if you miss the
mock interviews, you will lose 50 participation/engagement points unless excused by me—in advance.
There will be no make-ups for the ELC exercises or for the mock interviews. It is also your responsibility
to write down the day/time for the mock interview once you sign up. This is a professional commitment,
and you will be expected to treat it as you would any real-world internship or job interview.
Assignment Protocol

In business, you are expected to complete your projects on time. In the same vein, assignments
are due at the beginning of the class period on the due date unless specified otherwise. Any
assignment turned in late will receive half credit as a starting point. Late assignments must be
turned in within one week of the original due date, or you will receive an “F” for that assignment.
4
BUAD 302: Spring 2014



Prof. Markwardt
If you are unable to attend class on the day a written assignment is due, I expect it to be in my
mailbox (ACC 400) or delivered by a classmate by the beginning of the class period.
Your written deliverables (including presentation slides) should be free of spelling, punctuation,
or grammar errors. ANY errors in mechanics reduce the effectiveness of written communication
and will dramatically lower your score.
Where a bibliography, reference notes, or other stylistic requirements are used, the citations must
conform to a standard style manual (APA or MLA).
If you are having difficulties with the mechanics of writing, help exists. The USC Writing Center, located
on the third floor of Taper Hall, is an excellent resource. You may schedule 30-minute appointments with
writing consultants trained to assist you in planning, organizing, and revising your assignments. Some
consultants are graduate business students in the Marshall School of Business. Others have special skills
in working with students for whom English is a second language. The Writing Center also offers daily
workshops on troublesome language and grammar issues, and makes available a number of handouts on
an array of grammar and usage points: http://www.usc.edu/dept/LAS/writing/writingcenter/.
International students and non-native writers and speakers of English will also want to investigate the
help available to them through USC’s American Language Institute: http://dornsife.usc.edu/ali.
GRADING DETAILS
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 a
“B.” Three items are considered when assigning final grades:
1. 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)
2. The overall average percentage score within the class
3. Your ranking among all students in the class
Also, please note that most assignments will be graded on a point basis, for example, 100/125. However,
some assignments may be graded on a letter basis at the professor’s discretion.
Review of Grades
If you believe that some error has occurred in the grading of an assignment, you can, within one week of
the date it is returned, request that I re-evaluate the assignment. If necessary, I am glad to clarify my
commentary on returned assignments (after you have had time to digest it), but if you wish to discuss
your grade, you must initiate the discussion with a written memo. Any reference to and discussion of
grades (written or otherwise) must be initiated and conducted with diplomacy and thoughtfulness.
If you are requesting a grade review, the original assignment or presentation evaluation form should be
attached to your memo. The memo should fully and carefully explain why you think the assignment
should be re-evaluated. Arguing that “I worked hard and put in a lot of time” or simply saying “I don’t
understand why I received this grade” are neither full nor careful explanations. Remember that the reevaluation process can result in three types of grade adjustments: positive, none, and negative.
5
BUAD 302: Spring 2014
Prof. Markwardt
MARSHALL GUIDELINES
Add/Drop Process: In compliance with USC and Marshall’s policies classes are open enrollment (Rclearance) 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. You may be dropped from class if you don’t attend the first two sessions. If
you decide to drop, or if you choose not to attend the first two sessions and are dropped, you risk
being not being able to add 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.
Further, if you are absent six or more times prior to April 11, 2014 (the last day to withdraw without a
mark of “W”), you will be asked to withdraw by that date. You may also be asked to drop for excessive
absenteeism after that date. These policies maintain professionalism and ensure a system that is fair to all
students.
Marshall Grading Guidelines: 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. 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.
Students have the right to seek explanation, guidance, counsel, and reasons for the assignment of a grade.
Students may also appeal a grade according to university policy as set forth in SCampus. Faculty may
initiate a change in grade if there is an error in the calculation of a grade. However, a faculty member may
not change a disputed grade outside the formal appeals process. In response to a disputed academic
evaluation by an instructor, a student is entitled to two levels of appeal after review by the instructor: first
to the chairperson of the department and then to the appropriate dean of the school. The full university
policy can be found on page 125 of SCampus and at: http://www.usc.edu/dept/publications/SCAMPUS/gov/
disputed_academic_evaluation_procedures.html
Final exams and all other graded work which affected the course grade will be retained for one year after
the end of the course if the graded work has not been returned to the student. If a graded paper is returned
to the student, it is his or her responsibility to retain it.
Incomplete Grades: 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.
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
6
BUAD 302: Spring 2014
Prof. Markwardt
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/ .
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.
*****
This syllabus is our contract for the semester. However, because classes have different needs and
progress at different rates, I reserve the right to make reasonable adjustments at any time throughout the
semester. Such adjustments will be announced in advance and posted to Blackboard. Remember that
flexibility is a virtue, especially in a professional setting. Thus, if I determine that the class needs more (or
less) emphasis on a particular area, I will modify the syllabus or daily schedule accordingly to the extent I
am allowed to do so within the Marshall guidelines and overall requirements for BUAD 302.
Welcome to the class!
7
BUAD 302: Spring 2014
Prof. Markwardt
BUAD 302: Communication Strategy in Business
Professor Daylanne Markwardt
Daily Schedule of Classes
Date
Required Reading or
Viewing
Due or Prepare for
Today
Course overview
Elevator speeches
Basics of communication
Mon.,
Jan. 13
Wed.,
Jan. 15
In-Class Topics and
Activities
BC Chapter 1
Meet at classroom, then walk to ELC
One- and Two-Way Communication
and Rumor Clinic exercises
NO CLASS MEETING TODAY –
MLK Day
Mon.,
Jan. 20
Wed.,
Jan. 22
BC Chapter 14
MBTI Assessment
(instructions on BB)
Mon.,
Jan. 27
BC Chapter 16
“Just Who Do You Think You
Are?” (BB)
Wed.,
Jan. 29
BC Chapter 15
Mon.,
Feb. 3
Quiz 1 (covering 1/15-1/22
readings)
Introduction to Presentation #1 and
Career Package assignments
Informative presentations
Career Center presentation
Communication and career
development
Quiz 2 (covering 1/27-1/29
readings)
Delivering presentations
Prepping for Presentation #1
Presentation #1
Meet at Bridge ELC
Wed.,
Feb. 5
BC Chapter 9
“The Secret Structure of Great
Talks” (BB)
Quiz 3 (covering 2/5
reading and video)
Introduction to Presentation #2
Persuasive communication
Mon.,
Feb. 10
BC Chapter 2
MEIT Emotional Intelligence
Test (BB)
Rough drafts of résumé and
cover letter
Interpersonal communication
Résumé/cover letter workshop
Wed.,
Feb. 12
BC Chapter 3, pages 54-65
“What Makes a Leader?” (BB)
Quiz 4 (covering 2/11-2/13
readings)
Emotional intelligence
Listening skills
NO CLASS MEETING TODAY –
Presidents’ Day
Mon.,
Feb. 17
8
BUAD 302: Spring 2014
Prof. Markwardt
Date
Required Reading or
Viewing
Due or Prepare for
Today
Wed.,
Feb. 19
“Demonstrate a Fit” and “The
Best and Worst Ways to Look
for a Job” (BB)
Quiz 5 (covering 2/19
readings)
Revised résumé and cover
letter (for instructor review)
Interviewing skills
Informational interviews
Meet at Bridge ELC
Hi-Fli exercise
Mon.,
Feb. 24
Wed.,
Feb. 26
In-Class Topics and
Activities
“Preparing a Presentation to
Achieve Greatest Impact” and
PowerPoint tutorial (BB)
Mon.,
Mar. 3
Wed.,
Mar. 5
BC Chapter 3, pages 66-81
Mon.,
Mar. 10
BC Chapter 4
Wed.,
Mar. 12
“Dealing with Hitchhikers and
Couch Potatoes” (BB)
Quiz 6 (covering 2/26
reading and tutorial)
Writing and formatting the
Networking Report
Prepping for Presentation #2
Presentation #2
Meet at Bridge ELC
Quiz 7 (covering 3/5
reading)
Team communication
Conducting effective meetings
Introduction to Presentation #3
Multicultural communication
Finalized résumé and cover
letter (for scoring)
Quiz 8 (covering 3/10 –
3/12 readings)
Team trouble-shooting
Assertiveness
SPRING BREAK – NO
CLASSES
Mar. 1722
“Negotiation and Conflict
Management” (BB)
Polished draft of
Networking Report
Quiz 9 (covering 3/24
reading)
Peer review of Networking Reports
Effective negotiation
Conflict management
Wed.,
Mar. 26
Presentation #3 Outline
Prepping for Presentation #3
Gallery Walk exercise
Mon.,
Mar. 31
Presentation #3
Finalized Networking
Report (for scoring)
Wed.,
Apr. 2
Presentation #3 (continued)
Mon.,
Mar. 24
9
BUAD 302: Spring 2014
Date
Required Reading or
Viewing
Prof. Markwardt
Due or Prepare for
Today
In-Class Topics and
Activities
Meet at Bridge ELC
Multicultural negotiation
Mon.,
Apr. 7
Wed.,
Apr. 9
“Leadership vs. Management”
and “How Great Leaders
Inspire Action” (BB)
Mon.,
Apr. 14
“What Is Organizational
Communication?” (BB)
Wed.,
Apr. 16
“The Groundswell Inside Your
Company” (BB)
Quiz 10 (covering 4/9
readings)
Introduction to Presentation #4
Management and leadership
communication
Organizational communication
Team meetings
Quiz 11 (covering 4/14 –
4/16 reading and video)
Managing new communication
channels
HCL Technologies case
Mon.,
Apr. 21
Meet at Bridge ELC
Q & A exercise
Wed.,
Apr. 23
Course summary and final exam
review
Individual team coaching
Mon.,
Apr. 28
Presentation #4
Wed.,
Apr. 30
Presentation #4 (continued)
Course evaluation and wrap-up
FINAL EXAM
Enjoy your summer vacation!
Mon.,
May 12
Section 14652: 8 to 10 a.m.
Section 14662: 4:30 to 6:30
p.m.
10