Case Study Buzz Comm

Academic Planner

JTW 106E/4
JTW 105E/2
BUSINESS
COMMUNICATION

Academic Session 2012/2013

Video ConferencE | Session | Date | Time | 1 | | | 2 | | | 3 | | | 4 | | | 5 | | | 6 | | | 7 | | |

[Students need to fill the date and time of video conference session. Please refer to the video conference time-table for Academic Session 2012/2013 provided.]

JTW 106E/4 / JTW 105E/2 – BUSINESS COMMUNICATION

PENGURUS KURSUS : PUAN JAINAMBU BINTI M.D. MOHD. SULTAN E-mail : [e-mail]

COURSE SYNOPSIS

Communication is one of the most important elements in business. The content of this course has been carefully selected to fulfill the need of an effective business communicator. It provides you with an opportunity to explore a wide range of communication skills. It helps you to learn effective strategies for many types of communication challenges you will face at your dynamic workplace. The underlying structure of this course includes the fundamentals in business communication, various methods and techniques in writing, mechanics to evaluate and process information, concepts to follow and practice, practice and practice. This course enables you to gain valuable insights into ethics, etiquette, listening, teamwork and nonverbal communication.

COURSE OBJECTIVES

By the end of this course, you should be able to:

* Communicate effectively with less time and effort.

* Enhance self credibility in job search and stand out from the competition.

* Tackle each project and challenges faced at workplace effectively and shine in your future career.

METHODS OF CONDUCTING COURSE

Similar to other courses of distance learning, this course is conducted through 7 video conference and seminars. Your attendance in every session of video conference and seminars are compulsory.

MAIN TEXT BOOK

Bovier, L. Courtland; Thill, V. John (2012). Business Communication Today, 11th ed, Pearson Education – Prentice Hall

COURSE SCHEDULE

------------------------------------------------- Lecture Part Content
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------------------------------------------------- VC 1 1 An Overview
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Foundations of Business Communication
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------------------------------------------------- VC 2 2 Three- Steps Writing Process
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------------------------------------------------- VC 3 3 Crafting Brief Messages
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------------------------------------------------- VC 4 3 Persuasive Messages
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------------------------------------------------- IL 1 3 Writing Routine Positive Messages
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Writing Negative Messages
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------------------------------------------------- IL 2 4 Supporting Messages with Quality
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Information
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------------------------------------------------- VC 5 5 Planning, Writing, and Completing Reports
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and Proposals
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------------------------------------------------- VC 6 6 Designing and Delivering Oral and Online
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Presentations
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------------------------------------------------- VC 7 7 Writing Employment Messages and
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Interviewing for Jobs
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------------------------------------------------- Examination chapter 2, 9,11,14,15 Final examination

VC: Video Conference IL: Intensive Lecture (IL 1+ IL 2 = 2 hours lecture)

COURSE EVALUATION

Assignment : 20% Continuous assessment : 20% Final Examination : 60% Assignment (20%) Assignment due date : 22 December 2012.

Read the excerpt (an extraction)of a case study below and carefully prepare your group assignment.
Starbucks Corporation: Can Customers Breastfeed in a Coffee Shop??????
......Alienating (become unfriendly) Customers:
The decision to implement a policy supporting breastfeeding in Starbucks cafes will be extremely difficult because of conflicting views held by different customer segments. Some customers would prefer to enjoy their coffee without the view of a breastfeeding mother while other customers and mothers support the right to breastfeed in public. Starbucks must consider solutions that will satisfy both groups, or determine which party is more essential to the success of the business
Stakeholder Groups:
Starbucks' Managers and Employees:
These stakeholders want to see Starbucks succeed and do not want the brand image to be damaged. This crisis has the potential to diminish the company's customer base and create policy changes and conflicts within the states that may affect day to day managerial responsibilities. Interestingly, union agitation may be a part of the issue in the Starbucks breastfeeding case......
You are the CEO of Starbuck Corporation; solicit the best way possible to resolve the communication crisis between customers and Starbuck stakeholders on ‘breastfeeding in a coffee shop’ issue.

(i) The assignment should not exceed 2 pages in content excluding all other attachments. (double spacing, Times New Roman, font size – 12 to be strictly adhered to). (ii) Group: 5-7 members in each group.

Continuous Assessment (20%)

Continuous assessment will be conducted during the intensive week. The test will be conducted during the last session of the intensive week.

Final examination (60%)

Date and time for the final exam will be announced by the School of Distance Education. Please refer to the website.

Selected 5 chapters for the finals are; 2, 9, 11, 14, 15

INTENSIVE COURSE

Intensive lecture seminars will be held from 21 January 2013 until 7 February 2013.

JTW106E/105E[PA+T]2012/13
9.8.2012-JMDMS/sari