global strategic communications and ethics mamc program at … · 2016-08-19 · global strategic...

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GlobalStrategicCommunicationsandEthicsDesignedforWebDesignandOnlineCommunicationSpecializationoftheMAMCprogramattheUniversityofFloridaCOURSEINFORMATIONMMC6213Summer2016:StrategicCommunicationsandEthicsCredits03MeetingTime:DistanceAsynchronousandOnlineClassroom—EveryTuesdayduringthesemesterat7PMEST.OfficeHoursByAppointmentConnectClassroomURL:https://uflcoj.adobeconnect.com/mmc6213_fall15INSTRUCTORRobert(Bob)HughesMArjhughes@jou.ufl.edu970-368-2021Note—pleaseusemyrjhughes@jou.ufl.eduemailaddressforallcommunication.Emailisthequickestwaytogetamessagetomeasithitsmyphone,whichIalwayshavewithme!PleaseDONOTusetheemailoption/tabintheCanvasshell.ThisdoesnothitmyiPhoneonatimelybasisandIcannotreplyusingmyiPhone.Pleaseonlyusemyrjhughes@jou.ufl.eduemailaddresstoreachme.WhatyouwilllearnWebdesignersintegrateknowledgefrommanyareas:aesthetics,branding,coding,marketing,andcommunicating.Thiscoursefocusesonbrandingandmarketingconcepts,whileintegratingethicalreasoningthroughout.Thevalueofethicalreasoningcanbejustifiedinmanyways.Forexample,ascreatorsofcontentaccessiblethroughtheglobe,designershavespecialobligationtobethoughtful,sensitive,andresponsibleabouttheimpactoftheirmessages.Additionally,considerationofwhatactionsareproperandethicaliscentraltobeingadecentandresponsibleperson.Atabroaderlevel,theabilitytoreasonethicallycanhelpyouto

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avoidshortcutsandanticipatesituationsthatcanharmyourbrand,yourcompany,youremployees,yourcustomersandyourself.Bytheendofthiscourse,youwillbeabletodescribethevalueandpurposeofstrategiccommunication.Basedonthisfoundation,youwillalsolearnto:

• Identifyethicaldilemmasinstrategiccommunication,includingdetermininghowtoanticipateandconsiderdifferentstakeholder’sperspectivesofthosedilemmas.

• Identifyanddescribeavarietyofalternativeresponsestostrategiccommunicationethicsproblems.

• Useanethicaldecision-makingmodeltoreasonthroughtheseethicsdilemmas.

• Makeandjustifydecisionsaboutwhichresponsesaremostethicallysound.SummaryofCourseDesignThiscoursewillcombinebothlivesessionsandrecordedlectures.LiveclasssessionswillbeheldeveryTuesdaynightofthesemesterstartingat7pmEST.LecturesTherecordedmaterialswillhelpyoutounderstandkeyconceptsandassignments.Thesearereinforcedinanonlinehomeworksystemandinwrittensubmissions.Pleasenote:Youmaysafelyignoreanyreferencetoclassassignments,projectsorhomeworkreferredtointherecordedlectures.Manyelementsofthecoursehavebeenrevisedsincetherecordingsweredone.Followonlythesyllabusforassignments,duedatesandotherrelevantinformation.AssignmentsYouwillhaveregularassignmentsandthesewillbethebasisforyourfinalgrade.Duringthefirsthalfoftheclass(weeks1-5)youwillreadtheassignedmaterials,viewonlinelectures,demonstrateyourunderstandinginMcGraw-Hill’sonlineCONNECTcenter,anddiscussacriticalethicalissuerelatedtothematerialyoustudied.Week6youwillwatchalecturethathelpsyoubegintocreateasituationanalysisforapublicallytradedfirmorbusiness.YouwillemailProf.HughesforapprovalofthecompanyyouhavechosenforyoursituationanalysisbytheendofWeek6andsubmityoursituationanalysistohimduringweek12.Thesecondhalfoftheclass(weeks7-12)givesyouachancetoapplyethicalreasoningtosituationsyoumayencounterorhear/readabout,andhelpyouprepareforreal-worldethicaldecision-making.Youwillreadtheassignedmaterials,viewonlinelectures,completeonlinehomeworkthroughCanvasandwriteadiscussionpostonanassignedcasestudy.

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Youwillberequiredtoturnintwoethicsmemos.YoumustsubmitonememoinWeek10andthesecondinWeek12.Eachmemoshouldbeatleasttwopageslong,single-spaced.Thefirstmemowilldealwithanassignedethicstopic.Thesecondwillbeonanethicstopicyouchoose.Youarealsoexpectedtoattachanyrelevantbackgroundinformationtotheassignment.ThecaseyouchoosefortheWeek12Ethicsmemomustbeareal-lifestrategiccommunicationssituation,notahypotheticalsituation.Youwillfindmorespecificinstructionsinaseparatedocument.TheseassignmentswillbesubmittedthroughCanvas.Therewillalsobeseveralin-classteamexercises.FortheseIwillbeassigningteamsandresultswillbepresentedinclassbyamemberofeachteam.Theseexerciseswillbediscussedinclass.Yoursemester-longprojectistodevelopasituationanalysisforapubliclytradedfirmororganization.Yourfocusshouldbeonthemarketingorcommunicationchallengesfacedbythecompany.ClarificationPoint!Therearetwoareasofourclasswith‘Connect’intheirname.OneistheAdobeConnectClassroom,wherewewillconductourweeklyliveclasses.TheotheristheMcGraw-HillConnecte-textandhomeworksite.Thisisjustacoincidenceandcouldcausesomeconfusion….Homeworkforweeks1–5Inadditiontoyourreadingsduringweeks1–5,youwillhavetwokindsofhomework:First,undertheDiscussiontab,youwillfindadiscussionquestion.Youshouldpostathoughtfulresponsetothiskeytopicquestionandrespondtotwopostsfromyourfellowstudents.Allresponsesshouldbeplacedinthe“Discussion”sectionofyourCanvasshell.Second,youwillcompletehomeworkdealingwithyourassignedreadingsinMcGrawHill’sCONNECTsystemandwebsite.SubmityourhomeworkthroughMcGrawHill’sCONNECT.YouwillfindalinktoCONNECTbelowinthesyllabusnearinformationaboutyourtextbook.Inpurchasing“CONNECT”forthecourseyouwillreceivebothadigitalversionofthetextandthehomeworksystem.ThereisnohomeworkinWeek6.

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HomeworkForweeks7-11Forweeks7–12youwillcontinuetoanswertheDiscussionquestionspostedundertheDiscussiontab,andposttworepliesinresponsetopostsfromyourfellowstudents.Forthesecondhalfofthecourseyouwillsubmityourhomeworktothe“Assignments”sectionofCanvas.Thereisnohomeworkdueinweek12.WeeklyDiscussionPostsDiscussionisanintegralpartofanyethicscourse.Thisclasswillbenoexception.Youwillbeexpectedtoreadtheassignedchapterandaccompanyingreadingsandactivelyparticipateinweeklydiscussionsthroughthe“Discussions”tabintheCanvase-learningsite.Youwillbeexpectedtodemonstratethatyouarethinkingabouttheissuesbyaskingquestions,offeringyourownopinionsandsharejustificationsforthoseopinions,participatinginclassdebate,postingcommentsandquestionstothee-learningsiteandkeepingyoureyesandearsopenforcurrenteventsthatmayrelatetoclassdiscussions.Pleaseberespectfulofthecontributionsofothersandhelpcreateaclassenvironmentthatiswelcomingandinclusive.Requirements

1. YouwillneedanInternetconnectiontoaccessyourtext,viewthelectures,attendonlineclasssessions,andcompleteyourassignments.

2. Youmustbeabletocommunicatewiththeinstructor.Mostcommunicationscanbedoneviaemailandthediscussionboard,butyoumaybeaskedtojoinDropbox.com(afreeonlineservice)tosharelargefiles.

RequiredTextbooksYourtextbookforWeeks1–5istitled“ContemporaryAdvertising(14e).Besuretofollowthislinkandpurchase“CONNECT”whenasked:http://connect.mheducation.com/class/b-hughes-summer-2016--wdoc-global-strategic-commCONNECTwillgiveyouboththehomeworksystemandthee-book.Yourtextbookforthesecondhalfofthesemesteris“BusinessEthics:EthicalDecisionMakingandCases”10thEdition(2014)byO.C.Ferrell,JohnFraedrich,andL.Ferrell.Thetextbookisavailableat:http://www.amazon.com/Business-Ethics-Ethical-Decision-Making/dp/1285423712/ref=dp_ob_title_bk

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PleasenoteyoucannowrenttheBusinessEthicstextfromAmazon!Besureyougetthe10thedition!AnnouncementstabinCanvasshellBesuretochecktheAnnouncementstabintheCanvasshellregularlyforinformationonclassassignments,changesandotherclassinformation.Inaddition,importantinformationwillbesentviaemailwhenitispostedinthistab.GradingGradingparametersfortheclassprojectsareprovidedintheformofrubrics.Theserubricsaredetailedinthissyllabus.Yourworkwillbeevaluatedaccordingtothisdistribution:Onlinehomework 100pointsWeeklydiscussionassignments 50pointsSituationAnalysis 80points Weeklydiscussionassignments 60pointsEthicsMemo 35pointsTeamIn-ClassPresentations35pointsTOTAL 360points100%AndgradeswillbedeterminedasfollowsA 332-360points 93-100%A- 324-331points 90-92%B+ 313-323points 87-89%B 299-312points 83-86%B- 288-298points 80-82%C+ 277-287points 77-79%C263-276points73-76%C- 252-262points 70-72%D+ 241-251points 67-69%D 216-240points 60-66%E 0-215points0-54%Note--Rounding:Iroundwhenassigninggrades.Thegradeof92.62isA-.Thegradeof92.34isB+.Whenthegradefallsata.5,Iwillcarrythegradetothenextdecimalpointforroundingpurposes.PolicyonLateWorkWorkintheclassturnedinlatewillnotbeacceptedexceptforextremecircumstances(i.e.familyemergencies.)Ifyouanticipatenotmakingaproject

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deadline,pleasecontacttheinstructor.Everydayaprojectislate,youwilllosealettergrade.Nomake-upoptionswillbeprovided.Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesandcanbefoundat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspxAssignmentInformationindepthWeeklyDiscussionAssignmentsEachweekofthesemester(exceptforWeek6)youwillneedtoprovideathoughtfulanalysisofanethicalissue.Eachweekyouwillalsopostaresponsetotwostudent’spostthatyoueitheragreeordisagreewith.Youwillwritethesepostsassomeonerelativelyuntrainedinethicalreasoning,whichisthefocusofpart2ofthecourse.Itisfeltthatwrestlingwithethicalissuesbeforeyouhavehadsuchtrainingwillhelpyoutoseethevalueofethicalreasoningskills.Youwillfindeachweeklydiscussiontopicundereachrespectiveweekinthesyllabus.Youwillbeexpectedtoreferenceethicalguidelinesandperspectivesinyourresponses(andinyourresponsesandcreateameaningfuldiscussionwithyourclassmates.Pleasekeeptheseguidelinesinmindasyoucreateyourweeklyposts:1)Yourwritingshouldbethoughtful,reflective,andfocused.Youshouldalsoattempttobepersuasive,bywhichImeanyoushouldtrytoconvinceothers,especiallyotherswhodisagreewithyou,thatyouhaveavalidandcredibleperspective.Youmayfindthefollowingpiecehelpfulasaguide:http://opinionator.blogs.nytimes.com/2013/04/25/the-shadow-lobbyist/2)Ataminimum,yourdiscussionpostsshouldaverage400words.Youarestronglyencouragedtodocumentanyfactsyoubringtobearinmakingyourarguments.Ingeneral,whenyouprovidefactualinformation,itshouldbereferenced.3)Ataminimum,yourcommentsonthepostingsofothersshouldrunbetween200and300words.Personalattacksordisrespecttowardsothersisinappropriateandwillcostyoupointsontheassignment.IwillwatchanddetermineifIfeeladiscussion

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isinappropriateifneeded.Yourgoalshouldbetohelptheauthorofthepostyouarecommentingonseeanotherperspective.Hereisanexampleofaresponsetotheessayinthelinkabovethatdoesagoodjobofaccomplishingthis:TheaverageAmerican,thankstoasubstantialeducationalandsocialdeficit,simplydoesn'tunderstandpoliticsorpublicpolicy.Theinterestingquestion,then,ishowdoesthepoliticalclassgoverninthenameofThePeoplewhenThePeoplearemissinginaction?Formanydecades,thepoliticalclassmaintainedtheself-delusionofrunningademocracybycreatingtheirownechochamber--issuesandideaswouldechoamongelitesinD.C.orothercapitalsofthecountryuntilenoughsteamwouldbuildupbehindapolicythatitseemedliketherewasaconsensusontheissue.Asamemberofthepoliticalelite,ifyouheardthesamestoryfrommultiplequarters,youcouldperhapsconvinceyourselfthatwhatyouwerehearingreflectedthetrueinterestsofthepublic,evenifthatpublicwasrarelyinvolvedinsuchsurgesofeliteopinion.Itwasperhapsinevitablethatasthetechnologyandcapacitytomicro-targetsmallportionsoftherealpublichaveadvancedthatpoliticallobbyistswouldeventuallyrealizethattheycouldinsertthemselvesintothepoliticaleliteechochamberbymanufacturingaground-swellof'publicopinion'bywhippingupopinionsonparticularpoliciesbyenlistingsomeideologicalorignorantfractionofthepublic.Therealquestioniswhetherthepoliticalclasswilleventuallytireoftheabsurdityofthissituationandactuallyenlistthepublicinmeaningfuldeliberationofissues,thoughthiswouldmeanalossofcontrol.Hereisanother:BackonJuly12,2002,duringaBillMoyers"Now"interview(transcripthere:http://www.pbs.org/now/transcript/transcript_lewis.html)withChuckLewisoftheCenterforPublicIntegrity,Iheardthatin1968therewereamere62registeredlobbyistsinD.C.-butthatthisfigurehadrisento20,000bythedateofthatprogram.Threeyearslater,therewasaJune22,2005WashingtonPostarticle,"TheRoadToRichesIsCalledKStreet"(stillpostedonlineandeasilyfoundwithasearchofthatheadline),whichtoldhow:"ThenumberofregisteredlobbyistsinWashingtonhasmorethandoubledsince2000tomorethan34,750,"thathiringwasbooming,andthatfeesandretainershadrisensubstantially.YetaRossDouthatcolumnfromSeptember22,2012,"WashingtonVersusAmerica"-anintriguingcommentarywhichnotedthatin2011,sevenofthetenmostaffluentcountiesintheU.S.wereintheD.C.area,statedthat:

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"ForMittRomneyandtheRepublicanParty,what’shappenedinWashingtontheselast10yearsshouldbeanaturalpartofthecaseagainstObamanomics"-seeminglyimplyingthatasurgeininfluence-buyinginD.C.wasthefaultofthepresident,andnottheWashingtonPost-notedboomoftheBushyears.Mr.Edsall'scolumnexplainshowthenumberofregisteredlobbyistscoulddrop,whileacorruption-generatingindustrystillthrivesattheheartofthefederalgovernment.Andonemore:Itisthe4thbranchofgovernmentanditshoweditspowerduringthegundebate.ThisbranchisintheshadowsanditiscontrolledbymoneycomingfromspecialinterestgroupssuchastheNationalRifleAssociation,OrganizeForAction,theKochbrothers,SheldonAdelson,CitizensUnited,alllaborunionPACSandapproximately4,600otherpoliticalactioncommittees.InthecaseofPAC's,theyintheoryrepresentagroupofvoterswhoaresupportingthePAC.Thiscreatesaproblemthat:1).NoteveryvoterbelongstoaPACand2)NotallPAC'sarecreatedequal.ThemoremoneythePAChas,themoreinfluencetheyhave.Further,themoreonecontributestoaPAC,themoreinfluencethatpersonhasoverthePAC.Makingthingsworse,theseorganizationshavecontrolovertheotherthreebranchesofour,tongueincheek,government.MostofthesePAC'Sarecontrolledbyasmallgroupofindividualsmakingthedecisions.InadditiontothesePoliticalActionCommittees,ourelectedofficialsspendmuchoftheirtimesolicitingmoneyfromverywealthyindividualsinthefollowingindustries:WallStreet,Banking,Entertainment,Energy,HomeBuilding,Technologyandothers.PoliticsistheonlyindustryIamawareofthatallowsitsemployeestotakeapaidleaveofabsencefromperformingtheirdutiestolookforanotherjob;theirreelection.Iamverypessimistic.Ifwedonotendthiscorruptionthecountrywillcontinueinitsslowdecline....http://lstrn.us/12kXsML4)YourinitialDiscussionpostsareduebyThursdayat11pmETofeachweekoftheclass.CommentsonthepostsoftwoclassmatesareduebySaturdayat11pmET.Latesubmissionswillbepenalized.RubricforgradingWeeklyTopicPostsandresponses. Excellent Good Fair PoorThoughtfulness Post Postrepresents Postshows Missing

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(25%) representsoutstandingthinkingandlogicalreasoning.Thepresentationisopinionatedbutbalancedandfairtoopposingideas.

goodthinkingandlogicalreasoning.Thepresentationisopinionatedwithmentionofopposingsides.

someweaknessinthinkingandlogicalreasoning.Itlacksaninformedperspectiveand/orignoresopposingsides.

significantsectionsorinformation.

Documentation(25%)

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Manysourceswereconsultedandeasysources(likeWikipedia)areusedsparingly.

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Adequatesourceswereconsultedandeasysources(Wikipedia)areusedsparingly.

Mostfactsinthepostaredocumentedbutfewsourcesareused.

Unclearwherefactshavecomefromorfactsorfewsourcesconsulted.

Coherent,clear,persuasive(25%)

Writingisclear,compelling,organized,powerfulandgrammaticallycorrect.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems

Writingqualityispoor,difficulttoread.

Responsestothepostsofother(25%)

Responsesareengaging,challengethepeerpostwithoutdemeaningit.Responsesshowkeyareasinwhichtheoriginalisflawed,limitedor

Responsesarerespectfulinchallengingthepeer’spost.Keyareasofdisagreementareidentified.

Responseisopinionatedbutsomewhatlackinginrespect.Responsefailstoclarifythepointofdifferenceorthelimitsof

Responseisopinionatedbutignoresthestrengthsorweaknessesoftheoriginalpost.

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short-sighted. theoriginalpost.

TeamIn-ClassPresentationsMostweeksyouwillbeassignedtoateamwithotherclassmembersandteamswillbegivenanassignment.Theresultsofthisworkwillbepresentedbyoneteammembereachweekinourliveclass.Pleaserotatethepresenter.WeeklyassignmentswillbemadeintheAnnouncementstab.EthicsMemoYouwillwriteanethicsmemosinthesecondpartofthesemesterthatmustbesubmittedthroughthe“Assignments”tabinCanvas.Thememo,dueinWeek10,canbeaboutanyreal-worldstrategiccommunicationsethicscaseyouchoose.Thismemoshouldbeaboutaconcrete,specificdecisionyouoranothermediaprofessionalhastomake.Inotherwords,don’twriteaboutthegeneralissueoftheethicalstandardsofPRorHRprofessionals;rather,writeaboutaspecificcase(youmayNOTusecasesdiscussedaspartofthisclassorthosefoundinthetext).Writethismemoasifyou’rethekeyplayer(i.e.youarethepersonencounteringtheethicaldilemma),andwriteasifyouhaven’tyettakenactiononthekeyethicaldilemma–youarestillintheprocessofmakingyourdecisionandthepurposeofthememoistoinformyourbossandofferanethicalcourseofaction.(AnexampleofanethicsmemowillbeavailableontheCanvassite).Youshouldfollowthisbasicformat:•Identifyandexplaintheethicaldilemma.Pleasekeepyourdescriptionbrief–provideonlythemostcriticalinformation.IdentifywhatdecisiontheorganizationhastomakeandbrieflyexplainWHYthedecisionrepresentsadilemma.Whatright-vs.-rightchoicedoesthedecision-makerhavetomake?(Ifamediaprofessionalischoosingbetweenrightandwrong,there’sreallynodilemma,onlyaquestionofcourage.)•Weighthealternativesavailable.FewethicalsituationspresentONLYeither/oroptions,sodon’tlimityourselftotwoalternatives.Can/shouldanyalternativesbedismissedimmediatelyasunethical?Whatarethestrengthsandweaknessesoftheremainingalternatives?Howwouldeachchoiceadvanceyourjournalisticgoalofservingthepublic?Conversely,whatproblemswouldbecreatedbyadoptingthatalternative?•Citetheethicalrationaleforthedecisionyoumake.Inthememo,cometoadecisionaboutwhatthedecision-maker(i.e.you)shoulddo.ExplainwhatyoubelievetheBESTchoicewouldbe,evenifthatchoicestillisn’tperfect.Butremember–you’rewritingtoyourboss,whomaynotrememberwhoKantwas.Sotranslate,demonstratingthatyouunderstandduty-basedandconsequence-based

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ethicalprinciples,butmakingyourargumentsinthelanguageoftherealworld.Makereferencetoanyethicalprincipleordecision-makingmodelwe’vediscussed,butuselanguageanyreasonablyeducatedadultcouldunderstand.RubricforyourEthicsMemosRating Characteristics65-70 Exceptional.Thememoisfocusedandintegratesexampleswith

explanationsoranalysis.Thememodemonstratesawarenessofitsownlimitationsorimplications,anditconsidersmultipleperspectiveswhenappropriate.Thememoreflectsin-depthengagementwiththetopic.

55-64 Satisfactory.Thememoisreasonablyfocused,andexplanationsoranalysisaremostlybasedonexamplesorotherevidence.Fewerconnectionsaremadebetweenideas,andthoughnewinsightsareoffered,theyarenotfullydeveloped.Thememoreflectsmoderateengagementwiththetopic.

45-54 Underdeveloped.Thememoismostdescriptionorsummary,withoutconsiderationofalternateperspectives,andfewconnectionsaremadebetweenideas.Thememoreflectspassingengagementwiththetopic.Thememomayindicatestudent“feelings”abouttheissuewithoutsufficientdevelopmentofamoralframework.

35-44 Limited.Thememoisunfocused,orsimplyrehashespreviouscomments,anddisplaysnoevidenceofstudentengagementinthetopic.

0-34 Nocredit.Thememoismissingorconsistsofoneortwodisconnectedsentences.

SemesterLongProjectYoursemester-longprojectistodevelopasituationanalysisforapubliclytradedfirmororganization.Yourfocusshouldbeonthemarketingorcommunicationchallengesfacedbythecompany.YoushouldproposethecompanythatyouwillworkontoProf.HughesbySaturday,11pmESTofWeek6oftheclass.Inproposingacompany,besuretoindicatewhyyouhavechosenthatcompany.Youshouldalsobesurethereissufficientpublicinformationavailableonthecompanytodothesituationanalysis.YouhavesixweekstodotheSituationAnalysis.YoucangiveyourselfextratimebyviewingthelectureonaSituationAnalysisearlyandreadingChapter8intheContemporaryAdvertisinge-book.Foryouranalysis,usetheoutlineonpage242titled“MyIMCCampaign8-A:DevelopingtheSituationAnalysis.”

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RUBRICFORGRADINGTHESITUATIONANALYSIS(SA)

Excellent Good Fair Poor No

Credit 72-80

(total)

64-71 56-63 <56 0

Completeness(25%)

SAhasmaterialrelatedtoallpartsofthetemplateselected.Sectionsarecomplete.

SAhasmaterialrelatedtomostpartsofthetemplateselected.Sectionsaremostlycomplete.

SAhassomesectionsthataremissingmaterialrelatedtoallpartsofthetemplateselectedorsomesectionsareincomplete.

Missingsignificantsectionsorinformation.

Quality(25%)

Informationisofoutstandingquality(recent,useful,relevant).

Informationisofgoodquality(recent,useful,relevant).

Informationisofadequatequality(somewhatdated,occasionallynotusefulorrelevant).

Informationisofpoorquality(dated,notusefulorrelevant).

Coherent,clear,persuasive(25%)

Writingisclear,compellingandwithnospellingorgrammarerrors.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems.

Writingqualityispoor,difficulttoread.

Analysis(25%)

SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestoftheSA.

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Schedule/DueDatesYourinitialdiscussionpostsaredueonThursday,by11pmEST,andyourcomments/discussionresponsesonSaturday,by11pmEST.YourweeklyhomeworkisduebyTuesdayat11pmEST.Forweek6youshouldsubmityourpubliclytradedcompanythatwillserveasthefocusofthesituationanalysisbySaturdayat11pmEST.FortheEthicsMemos,memo1isdueSaturdayat11pmESTofWeek10;memo2isdueSaturdayat11pmESTofWeek12.TheSituationAnalysisisdueSaturdayat11pmESTofWeek12.UniversityPoliciesUniversityPolicyonAccommodatingStudentswithDisabilities:StudentsrequestingaccommodationfordisabilitiesmustfirstregisterwiththeDeanofStudentsOffice(http://www.dso.ufl.edu/drc/).TheDeanofStudentsOfficewillprovidedocumentationtothestudentwhomustthenprovidethisdocumentationtotheinstructorwhenrequestingaccommodation.Youmustsubmitthisdocumentationpriortosubmittingassignmentsortakingthequizzesorexams.Accommodationsarenotretroactive,therefore,studentsshouldcontacttheofficeassoonaspossibleinthetermforwhichtheyareseekingaccommodations.StudentswithDisabilitieswhomayneedaccommodationsinthisclassareencouragedtonotifytheinstructorandcontacttheDisabilityResourceCenter(DRC)sothatreasonableaccommodationsmaybeimplemented.DRCislocatedinroom001inReidHalloryoucancontactthembyphoneat352-392-8565.Universitycounselingservicesandmentalhealthservices:**Netiquette:CommunicationCourtesy:Allmembersoftheclassareexpectedtofollowrulesofcommoncourtesyinallemailmessages,threadeddiscussionsandchats.http://teach.ufl.edu/wp-content/uploads/2012/08/NetiquetteGuideforOnlineCourses.pdfClassDemeanor:Masteryinthisclassrequirespreparation,passion,andprofessionalism.Studentsareexpected,withintherequirementsallowedbyuniversitypolicy,toattendclass,beontime,andmeetalldeadlines.Workassignedinadvanceofclassshouldbecompletedasdirected.Fullparticipationinonlineandlivediscussions,groupprojects,andsmallgroupactivitiesisexpected.Myroleasinstructoristoidentifycriticalissuesrelatedtothecourse,directyoutoandteachrelevantinformation,assignappropriatelearningactivities,createopportunitiesforassessingyourperformance,andcommunicatethe

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outcomesofsuchassessmentsinatimely,informative,andprofessionalway.Feedbackisessentialforyoutohaveconfidencethatyouhavemasteredthematerialandformetodeterminethatyouaremeetingallcourserequirements.Atalltimesitisexpectedthatyouwillwelcomeandrespondprofessionallytoassessmentfeedback,thatyouwilltreatyourfellowstudentsandmewithrespect,andthatyouwillcontributetothesuccessoftheclassasbestasyoucan.GettingHelp:ForissueswithtechnicaldifficultiesforE-learninginCanvas,pleasecontacttheUFHelpDeskat:● Learning-support@ufl.edu● (352)392-HELP-selectoption2● https://lss.at.ufl.edu/help.shtml**Anyrequestsformake-upsduetotechnicalissuesMUSTbeaccompaniedbytheticketnumberreceivedfromLSSwhentheproblemwasreportedtothem.Theticketnumberwilldocumentthetimeanddateoftheproblem.YouMUSTe-mailyourinstructorwithin24hoursofthetechnicaldifficultyifyouwishtorequestamake-up.Otherresourcesareavailableathttp://www.distance.ufl.edu/getting-helpfor:

• CounselingandWellnessresources http://www.counseling.ufl.edu/cwc/Default.aspx

352-392-1575• Disabilityresources• Resourcesforhandlingstudentconcernsandcomplaints• LibraryHelpDesksupportShouldyouhaveanycomplaintswithyourexperienceinthiscoursepleasevisithttp://www.distance.ufl.edu/student-complaintstosubmitacomplaint.CourseEvaluation:Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.eduEvaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,butstudentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/resultsUniversityPolicyonAcademicMisconduct:

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AcademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentsshouldbesurethattheyunderstandtheUFStudentHonorCodeathttp://www.dso.ufl.edu/students.phpTheUniversityofFloridaHonorCodewasvotedonandpassedbytheStudentBodyintheFall1995semester.TheHonorCodereadsasfollows:Preamble:InadoptingthisHonorCode,thestudentsoftheUniversityofFloridarecognizethatacademichonestyandintegrityarefundamentalvaluesoftheUniversitycommunity.StudentswhoenrollattheUniversitycommittoholdingthemselvesandtheirpeerstothehighstandardofhonorrequiredbytheHonorCode.AnyindividualwhobecomesawareofaviolationoftheHonorCodeisboundbyhonortotakecorrectiveaction.Astudent-runHonorCourtandfacultysupportarecrucialtothesuccessoftheHonorCode.ThequalityofaUniversityofFloridaeducationisdependentuponthecommunityacceptanceandenforcementoftheHonorCode.TheHonorCode:“We,themembersoftheUniversityofFloridacommunity,pledgetoholdourselvesandourpeerstothehigheststandardsofhonestyandintegrity.”OnallworksubmittedforcreditbystudentsattheUniversityofFlorida,thefollowingpledgeiseitherrequiredorimplied:"Onmyhonor,Ihaveneithergivennorreceivedunauthorizedaidindoingthisassignment."Formoreinformationaboutacademichonesty,contactStudentJudicialAffairs,P202PeabodyHall,352-392-1261.ACADEMICHONESTYAllgraduatestudentsintheCollegeofJournalismandCommunicationsareexpectedtoconductthemselveswiththehighestdegreeofintegrity.Itisthestudents’responsibilitytoensurethattheyknowandunderstandtherequirementsofeveryassignment.Ataminimum,thisincludesavoidingthefollowing:Plagiarism:Plagiarismoccurswhenanindividualpresentstheideasorexpressionsofanotherashisorherown.Studentsmustalwayscreditothers’ideaswithaccuratecitationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcan

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includeusingnotes,inphysicalorelectronicform,inanexam,submittingtheworkofanotherasone’sown,orreusingapaperastudenthascomposedforoneclassinanotherclass.Ifastudentisnotsureabouttherulesthatgovernanassignment,itisthestudent’sresponsibilitytoaskforclarificationfromhisinstructor.MisrepresentingResearchData:Theintegrityofdatainmasscommunicationresearchisaparamountissueforadvancingknowledgeandthecredibilityofourprofessions.Forthisreasonanyintentional14misrepresentationofdata,ormisrepresentationoftheconditionsorcircumstancesofdatacollection,isconsideredaviolationofacademicintegrity.Misrepresentingdataisaclearviolationoftherulesandrequirementsofacademicintegrityandhonesty.Anyviolationoftheabovestatedconditionsisgroundsforimmediatedismissalfromtheprogramandwillresultinrevocationofthedegreeifthedegreepreviouslyhasbeenawarded.StudentsareexpectedtoadheretotheUniversityofFloridaCodeofConducthttps://www.dso.ufl.edu/sccr/process/student-conduct-honor-codeIfyouhaveadditionalquestions,pleaserefertotheOnlineGraduateProgramStudentHandbookyoureceivedwhenyouwereadmittedintotheProgram._____________________________________________________________________WEEKONE:May9-15Courseintroductionandunderstandingthebusinessofstrategiccommunication

ReadingsCh.1AdvertisingandIMCTodayCh.2TheBigPicture:TheEvolutionofIMCRead“WebEthics”whichyoucanfindhere:http://pwebs.net/i/internet-ethics/ThearticleraisesanumberofissuesaboutmarketingontheWeb.Choosetwooftheseissuesandexplainwhyyoubelievetheyareethicallytroubling(or,ifyouwish,whyyoudonotfindthemethicallytroubling.)Then,pleasecommentontheresponsesofatleasttwoclassmates.Inexpressingyourownopinion,dosocritically(i.e.,findingbothcommonalitiesanddifferences)butalsorespectfullyandthoughtfully.Read,watchlecture,completeConnecthomework:Fridayby11PMET.

• Note-forallupcomingweeks,homeworkwillbedueonTuesdayat11pmETforthatweek.TheFridayduedateisonlyforthisfirstweekofclass.

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Discussionassignmentposted:Fridayby11PMET.Respondto2classmates:Saturdayby11PMET_________________________________________________________________WEEKTWO:May16-22StrategicIdentificationofAudiencesandToolsforStrategicCommunicationandUnderstandingtheValueofPlanningFocuson

• Whydocompaniessegmentmarketsandwhattoolsareavailableforstrategiccommunication?

• Whatisplanningforstrategiccommunication?ReadingsCh.6:Segmentation,TargetingandtheMarketingMixCh.7:Research:GatheringInformationforIMCPlanningDiscussionTopicReadthisposting:MarketingtoChildren:AcceptingResponsibilityhttp://business-ethics.com/2011/05/31/1441-marketing-to-children-accepting-responsibility/Oneoftheexpertsquotedinthepieceargues“Thereisnoethical,moral,socialorspiritualjustificationfortargetingchildreninadvertisinganmarketing.”Doyouagreeordisagree?Why?Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMET

WEEKTHREE:May23-29Focuson

• Understandingaudiencesofstrategiccommunication(thetargetaudience)• Understandinginfluencesonconsumerresponsestostrategic

communication

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ReadingsCh.5:MarketingandConsumerBehaviorCh.8:MarketingandIMCPlanningDiscussiontopic:AnongoingcontroversyinaudienceeffectsisbehavioraltargetingontheWeb.Ifyouarenotcertainwhatthatis,pleasereadthisarticle:http://en.wikipedia.org/wiki/Behavioral_targetingThenreadthispost:EthicalIssueswith3rdPartyTrackinghttp://www.adexchanger.com/the-debate/3rd-party-behavioral-tracking/Chooseoneoftheauthor’s3pointsinfavoroftrackingandchallengeitinyourdiscussionthisweek.Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKFOUR:May30-June5Thebigpicture:Economics,socialissues,andregulationinstrategiccommunication.Focuson:

• Therelationshipofbrandmessagestoeconomics• Criticismofstrategiccommunication• RegulatoryissuesintheU.S.

ReadingsCh.3:TheBigPicture:EconomicsandRegulatoryAspectsDiscussiontopicReadTobaccoMarketingontheInternethttp://www.tobaccofreekids.org/research/factsheets/pdf/0081.pdfAfterreadingthearticle,supportorrefutethefollowingproposition:

GiventhebroadaccessthatminorshavetopornographyontheWeb,itishypocriticaltohavelawsthataremorerestrictiveforaccesstotobacco-promotingsites.

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Asalways,pleaserespectfullyweighinonsomeoneelse’sdiscussionaswell.Read,watchlecture,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKFIVE:June6-12PlanningforwherethemessageshouldappearFocuson

• MediaPlanning• CriteriaforSelectingMedia

ReadingsCh.9:MediaPlanningandBuyingCh.15:UsingDigitalInteractiveMediaDiscussionTopicConsumerprivacyisanenduringconcernontheWeb.Readtheseprivacystatements:

• PrincipalFinancialGroup• https://www.principal.com/privacy-policies• BarakObama.comhttp://www.barackobama.com/privacy-policy/• Disney.go.comhttps://disneyworld.disney.go.com/faq/my-disney-

experience/privacy-policy/Asyoucompareandcontrastthem,pleaseindicate:

1. Whichisclearest(informstheconsumerinsimple,easytounderstandlanguage)

2. Whichofferconsumersthegreatestprotection3. Whichisthemostethicalandwhichistheleastethical.Besuretoindicate

whatyoumeanby“ethical’inmakingthesejudgmentsRead,watchlecture,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMET______________________________________________________________

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WEEKSIX:June13-19AnalyzingtheStrategicCommunicationEnvironmentFocuson

• Externalfactorsthataffectafirm• Internalfactorsthataffectafirm

ReadingsRereadCh.8:MarketingandIMCPlanningandAppendixA:MarketingPlanDiscussiontopicNodiscussionthisweek.StudentsmustidentifythepubliclytradedcompanyusedfortheirSituationAnalysis.Pleaseprovidearationaleforchoosingthatcompanyaswell.RecommendedViewingThereisan8part(mostareshort)videoseriesonYouTubefromtheSmallBusinessAdminstrationaboutcreatingaSWOTanalysis.YourviewingthiswillbehelpfulincreatingtheSWOTforyourSituationAnalysis.Finditat:SBASWOTinstructionalvideosYourselectedSituationAnalysiscompanytobeemailedtoProf.HughesbySaturdayat11pmEST.Useemailrjhughes@jou.ufl.edu.WEEKSEVEN:June20-26IntroductiontoEthics-WhyitisimportanttobehaveethicallyinbusinessReadingsCh.1:TheimportanceofbusinessethicsCh.3:EmergingbusinessethicsissuesCh.7:Organizationalfactors:TheroleofethicalcultureandrelationshipsOnlinehomework:OnlinehomeworkquestionsarelocatedintheAssignmentstabinCanvas.SubmityourresponsestoCanvas.Question1:Whydoesitmakesenseforabusinesstobehaveresponsiblyandethically?Question2:Thebookdiscussesanethicalcorporateculture.Howwouldyoudescribeanethicalcorporateculture?Ifyouarecurrentlyworkingyoumayuseexamplesfromyourownworkplace,ifappropriate.

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Question3:InCH.3,(page64),theauthorwrites“ifbusinessisagamelikebasketballorboxing,ordinaryethicalrulesdonotapply.”Whydoyouthinkthisattitudewouldnotconstituteethicalbusinessbehavior?Refertocoreethicalvaluesmentionedinthechapterinyouranswer.DiscussiontopicResolvingethicalbusinesschallenges:LaelandBestEastMotels(CH.1;page24)Answerthefollowingquestionsinyourdiscussionpost:

1. WhyshouldLaelgetinvolvedinreportingifshehasnotexperiencedanyoftheallegationstheotheremployeesaremaking?

2. WhataresomeofthecharacteristicsofBestEast’sethicalculturethatwouldcreatethecurrentdilemmaforLael?

3. WhatshouldLaeldotoresolveherconcerns?Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKEIGHT:June27-July3Decisionmakingmodels—howtosystematicallymakeethicaldecisionsReadings

• Ch.5:Ethicaldecisionmakingandethicalleadership• Ch.8:Developinganeffectiveethicsprogram• Ch.10:Globalizationofethicaldecisionmaking

OnlinehomeworkWriteafour-pointcodeofconductforonlinestrategiccommunicationsprofessionals.Includeadescriptionofeachpoint.Searchonlineforcodesofconductformoreinformationbeforebeginning.SubmithomeworkthroughCanvasbySaturdayat11pmEST.Recommendedreading--

• PRSACodeofEthics:http://www.prsa.org/AboutPRSA/Ethics/CodeEnglish-.UmGcy5TF00s

• InternationalChamberofCommerce(ICC)InternationalCodeofAdvertisingPractice:http://www.iccwbo.org/Advocacy-Codes-and-Rules/Document-centre/2011/Advertising-and-Marketing-Communication-Practice-(Consolidated-ICC-Code)/

(Downloadthepdfofthecodetoread.)

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DiscussionTopic:ReadCase11:Thefraudofthecentury:thecaseofBernardMadoff.Answerthethreequestionsonpage514ofthetext.PayparticularattentiontoQ#3,“Whatshouldbedone”.SubmityouranswersthroughtheAssignmentstaboftheCanvasshell.Thesearethequestionsyouwillfindinthetext:

1. WhataretheethicalissuesinvolvedintheMadoffcase?2. DoyoubelievethatBernardMadoffworkedalone,ordoyouthinkhadhelp

increatingandsustaininghisPonzischeme?3. WhatshouldbedonetohelpensurethatPonzischemeslikeMadoff’sdonot

happeninthefuture?Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKNINE:July4-10PhilosopicalBasisofEthics—DifferentEthicalStylesReadings

• Ch.6:Individualfactors:Moralphilosophiesandvalues• TakethisEthicalStyleQuiz:• https://www.masc.sc/SiteCollectionDocuments/Administration/eth

ic_style.pdf• • Afteryoutakethequiz,clickthroughandread“Whatthestylesmean”

OnlinehomeworkQuestion1:Whatkindofethicaldutiesdoesastrategiccommunicationsprofessionalorawebdesignerhave?Wheredothesedutiescomefrom?Question2:Aretheresomeethicalvaluesthatyoubelievearerelativetoone’sownculture,religionorpersonalopinion?Aretheresomethatareuniversal?Whatmakesthemdifferent?Question3:Havingwatchedthelectureandcompletedtheethicalstylequiz,whichphilosophicalethicalstyleseemsthemostpractical?Orwouldahybridofstylesbestdescribeanethicalstyle?Discussiontopic

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AnEthicalDilemma:JaylaandAcmeInc.(Ch.3,page60.)Answerthefollowingquestions:

1. Discusshowthisconflictofinterestsituationaffectsothersalespeople,theorganizationalculture,andotherstakeholders.

2. DescribethedecisionthatJaylamustmake.Whatarethepotentialramificationsofherchoices?

3. Aretherelegalramificationstothiskindofbehavior?Ifso,whatarethepotentialconsequences?

Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKTEN:July11-17EthicsandMarketingReadingMarketingwithIntegrity.http://www.ethicsbasedmarketing.net/articles/artices19_8_2008/MarketingwithIntegrity.pdfIsMarketingEvil?http://www.ethicsbasedmarketing.net/2.htmlWhyBusinessEthics?http://web.tepper.cmu.edu/ethics/whybizethics.pdfMarketingtoKidshttp://www.ethicsbasedmarketing.net/6.htmlOnlineHomeworkQuestion1:TheFederalTradeCommissionregulatesadvertisingonthebasisof2criteria:deceptionandunfairness.Howcananadbeunfair?Whogetshurtbydeceptiveadvertising?Question2:Imagineyourchild/youngersiblingwasofferedafreelaptopinschoolwiththeunderstandingthattheywouldseeanadvertisementfor2minuteseveryfifteenminutesofuse.Whatwouldyourinitialreactiontothisofferbe?Isitalwaysunfairtoadvertisetochildren?

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Question3:Studieshaveshownthatsamples,aswellassmallgiftsandlunches,canleadsomedoctorstoprescribemoreDoyouagreethatmarketingofproductssuchasprescriptiondrugsberegulated?(theycurrentlyare.)Discussiontopic

YouworkforMarketUS,anonlinemarketingcompanythatdevisescampaignsforclientsinthetechnologyindustry.Oneofthestrategiesusedbythecompanyiscomparisonmarketingwithcompetitorsandsimilarproducts.MarketUSwinsanewclient,abigvideogamemanufacturer.Youhavebeenputinchargeoftheaccount.Yourmanagertellsyouthatthisaccountisveryimportanttothecompanyandtodeviseastrongmarketingcampaign,remindyouthatyouareupforpromotionattheendofthequarter.Theclienthasrequestedthattheonlinecampaignfocusoncomparingtheirproducttotheleadingcompetitor,XYZGaming.YourspouseworksforXYZGamingandhastoldyouinconfidencethattheirlatestproductisflawed.Impressingyournewclientwouldbeveryusefulwhenyouapplyforpromotionlaterthisyear.

Answerthesequestionsinyourdiscussionpost:

1. Doyoutellyourmanageraboutthepotentialconflictofinterest?2. Whatdoyoutellyourspouse?3. Doyousharetheinformationabouttheflawedproduct,anddoyouuseitin

yourcampaign?Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETEthicsMemoduethisweek.SubmittotheAssignmentstaboftheCanvasshellbySaturday,11pmEST.WEEKELEVEN:July18-24CorporateSocialResponsibility(CSR)ReadingsCh.2:Stakeholderrelationshipssocialresponsibilityandcorporategovernance.Ch.4:TheInstitutionalizationofbusinessethics.

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OnlinehomeworkQuestion1:WhatmodelofCSRismostpersuasivetoyou,andwhy?Question2:Somesaythatbusinesshasonegoal:tomakemoney.Therefore,CSRinitiativesareirrelevanttobusiness.Discusstheargumentforandagainstthisviewpoint.DiscussionTopic:CorporateSocialResponsibility:BPOilSpillRead:

• Case4:DeepwaterHorizonOilSpill(page427-429).Answerthefollowingquestions:

1. WhataspectsofBP’sethicalculturecouldhavecontributedtotheGulfCoastoilspilldisaster?

2. DoyouthinkBPputprofitsaheadofsafety? Whywouldacompanydothat?

3. WhatshouldBPsointhefuturetorebuilditsreputationandmanagetherisksassociatedwithoffshoredrilling?

• SubmityouranswerstotheDiscussiontaboftheCanvasshell.

• WhatisBP’ssocialresponsibility?http://blogs.reuters.com/chrystia-freeland/2010/07/19/whats-bps-social-responsibility/

Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEK12:July25-31EthicsOnline-FutureIssuesforStrategicCommunicationsReadinghttp://www.palgrave-journals.com/dddmp/journal/v9/n1/full/4350076a.htmlSeesecondarticlePDFbyKentontheWeek12PageinCanvas.http://www.dbmarketing.com/articles/Art190.htmThereisnohomeworkthisweek.DiscussiontopicCrisiscommunications—PanamaCityRapeandImpactonTourism

http://www.cnn.com/2015/04/15/us/florida-panama-city-beach-spring-break/

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YouworkinthestrategicplanningandcommunicationsofficeofPanamaCityTourismBoard.Youareresponsibleformonitoringnews,informationandcommentsaboutPanamaCityonline.Youcomeacrossthearticlethatsays“shameonPanamaCity”forlettingSummerbreakgetoutofhand.Answerthefollowingquestionsinyourdiscussionpost:

1. WhatstrategydoyousuggesttotheMayortodealwithcriticismfromcompetingtourismdestinationsinFlorida?Inyouranswerincludereferencesto:

a. Newsreleasesb. Socialmedia-postingcomments/interactingwithcommentsc. Blogsd. Anyadvertisingonline(forexample,onlineadspromotingPanama

Cityasfamilyfriendly)e. Anyotheronlineelementsyoufeelareimportant.

SubmitSituationAnalysisthisweekthroughtheAssignmentstaboftheCanvasshellbySaturdayat11pmESTRead,watchlecture:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETSunday:givebigsighofrelief.