課程大綱

課程資訊

課程名稱	商業溝通 Business Communication
開課學期	110-1
授課對象	管理學院管理學院企業管理碩士專班(GMBA)
授課教師	堯里昂
課號	GMBA5031
課程識別碼	749EU0240
班次
學分	3.0
全/半年	半年
必/選修	選修
上課時間	星期三7,8,9(14:20~17:20)
上課地點	管一204
備註	本課程以英語授課。與路威合授限GMBA班學位生總人數上限：50人

課程簡介影片
核心能力關聯	核心能力與課程規劃關聯圖
課程大綱
為確保您我的權利,請尊重智慧財產權及不得非法影印
課程概述	Excellent communication skills have become integral for career success and advancement and are increasingly valued by employers. In today’s increasingly online world, the number of communication channels between peers, management, clients and the public are also increasing. Communication scenarios may include written correspondence with clients, a communication campaign targeting a mass public audience, and critical business presentations aimed at co-workers and management. To meet the communication needs across such an ever-diversifying spectrum, this course further develops students’ abilities for proficient communication in the business setting.
課程目標	This course is targeted at achieving the following objectives: 1. Analyzing situations and audiences to determine the most effective communication strategies and platforms. 2. Understanding the role of formal and informal communication networks in business communication processes. 3. Communicating effectively in interpersonal settings and overcoming intercultural barriers. 4. Demonstrating good written and oral communication and being able to use visuals to support positions. 5. Delivering effective speeches and business pitches and being able to devise impromptu speeches when needed. 6. Using communication technologies to achieve communication goals effectively.
課程要求	The assignments have both a written and an oral component. Written assignments are graded based on content, use of visuals and supporting materials, (rhetorical) style, grammar, and other mechanics introduced in class. The oral component will consider tone, intonation, clarity of speech, and nonverbal cues.
預期每週課後學習時數
Office Hours
指定閱讀
參考書目	Textbook Cardon, Peter. W. (2018). Business Communication: Developing Leaders for A Networked World, Third Edition. McGraw-Hill Higher Education. University of Southern California. (東華書局) HBS Cases 1. Give Your Colleague the Rating He Deserves--or the One He Wants?; Anthony J. Mayo, Joshua D. Margolis, Amy Gallo https://hbsp.harvard.edu/product/R2001MPDF- ENG?Ntt=&itemFindingMethod=Search Business Communication Syllabus Page 4 of 9 2. Taken Advantage Of; James R. Detert, Christina Black https://hbsp.harvard.edu/product/UV7900-PDFENG? Ntt=&itemFindingMethod=Search 3. Mountain Equipment Co-op: Engaging Stakeholders on Social Media; Michael Sider, Ken Mark https://hbsp.harvard.edu/product/W19134-PDFENG? Ntt=&itemFindingMethod=Search 4. Whom Should We Promote?; James R. Detert, Christina Black https://hbsp.harvard.edu/product/UV7923-PDFENG? Ntt=&itemFindingMethod=Search 5. Best Self or Best Company? Peloton Searches for a Voice. Meghan Murray. https://hbsp.harvard.edu/product/UV7898-PDFENG? Ntt=Business%20Communication&itemFindingMethod=Search Supplementary Materials 1. Communicating in Organizations in the Digital Age; June West, ZakharIvanisov https://hbsp.harvard.edu/product/UV6408-PDFENG? itemFindingMethod=Collections 2. Mastering the Media: Make It Your Story; HBS Press, Harvard Business School Press. https://hbsp.harvard.edu/product/6617BC-PDFENG?itemFindingMethod=Collections
評量方式 (僅供參考)

課程進度

週次	日期	單元主題
Week 1	Sept 22, 2021	Session 1: Introduction to Business Communication Recommended Readings: - Cardon, Peter. W. (2018). (Ch1) - Leadership and Credibility: https://www.youtube.com/watch?v=QmMcSBQvQLQ At the basis of all communications, lie the fundamentals of establishing rapport with the audience. This depends to a large degree on the communicator's ability to develop a sense of credibility. This class explores these concepts. • Trust, Credibility & Communication Barriers • The Personal Pitch • Hooking an audience • AIM Process: Overview and Audience Segmentation • Effective Self Introduction & Building Rapport Assignment: Establishing a Recruitment Pitch
Week 2	Sep 29, 2021	Session 2: Interpersonal Communication and Emotional Intelligence Recommended Reading: Cardon, Peter. W. (2018). (Ch2) Gallup polls on working adults demonstrate that employees consider interpersonal skills as essential for career success. In fact, one survey indicates that 87% of working professionals consider that skills in dealing with people are needed for success. Emotional intelligence lies at the centre of this skill. In this class, we take a more detailed look at these underlying concepts: • Mastering Interpersonal Communication • Emotional Hijacking, Self-Awareness & Relationship Management • Traditional Theoretical Models of Interaction • Thayer’s Organizational Communication Model • Shannon and Weaver’s Informational Theory Model • Circular Model of Communication Case: Taken Advantage Of
Week 3	Oct 6, 2021	Session 3: Principles of Effective Team Communication Recommended Reading: Cardon, Peter. W. (2018). (Ch3) Teams form the center of modern organisations and are essential to those that rely on innovation. Consequently, much of the organisation's daily interactions depend on strong bonds and understandings. This session looks closer at the communication make-up of effective teams, including the building of trust and their use of ICTs. • Trust and Short-term Groups, Collaborative • Projects and Technologies • Collin and Guetzkow's Group Communication Model • Managing Difficult Conversations HBS Case: Give Your Colleague the Rating He Deserves--or the One He Wants? (HBR) Case Analysis I: Give your colleague the rating he deserves or the one he wants?
Week 4	Oct 13, 2021	Session 4: Concepts of Intercultural Communication Reading: Cardon, Peter. W. (2018). (Ch4) Teams are also increasingly multinational. In this dynamic, cultural diversity becomes a factor, and the need for effective intercultural communication is an important skill. This session takes a closer look at developing intercultural intelligence and addressing complex interactions in the workplace. • Introduction to Cross-Cultural Communication • Forces of Globalization • Understanding Culture and Cultural Differences • Key Cultural Values and Concepts • How Culture Affects Behavior Class Discussion: Examining Cultures, Norms, and Behaviors Case: Working Across Cultures I
Week 5	Oct 20, 2021	Session 5: Developing Cultural Intelligence Guest Speaker: Ms. Meital Margulis 林雨夢 founder and CEO of Taiwanit • National vs Global Cultures • Intercultural Etiquette—Goals, Motivation and Ethics • Verbal and Non-verbal Language Codes • Cross-Cultural Decision-Making Models • Interactional Model of Communication • Berlo’s S-M-C-R model • Transactional Model Case: Working Across Cultures II
Week 6	Oct 27, 2021	Session 6: Managing Intercultural Interactions Recommended Reading: Cardon, Peter. W. (2018). (Ch4) About 54% of working professionals spend about one-third of their time working in teams. And, at any given time, a team’s members may not even be in the same location due to global dispersion or complications brought on by pandemics such as Covid-19. As a result, team members are likely to encounter any number of complications in their interactions. This session takes a closer look at some of these barriers that team members may face in their communications, starting with communicating difficult points and going on to include intercultural and technological barriers. • Managing difficult conversations • Understanding Intercultural Barriers to Communications • Technological Barriers to Effective Communication • Analysing a Foreign Business Culture Case: Working Across Cultures III Case Analysis II: Working Across Cultures
Week 7	Nov 3, 2021	Session 7: Creating Effective Business Messages Recommended Readings: - Cardon, Peter. W. (2018). (Ch5 & 6) Throughout a career, communication is constant, and each situation and message bring a unique scenario. This session focuses on those tools that would best enable a communicator to plan and manage a message with an effective tone to meet the need of the situation. • Process (AIM) • Tone & Natural Language • Completeness • Structure & Nonverbal Cues in Writing • Language Mechanics Case: Internal Communications at Boeing: Managing Tone and Structure
Week 8	Nov 10, 2021	Session 8: Traditional Tools and Strategies for Business Communications Recommended Readings: - Cardon, Peter. W. (2018). (Ch7) - Communicating in Organizations in the Digital Age \| Harvard Business Publishing Education On average, 25% of the working day is still spent on emails. This has been despite the increased use of other communication tools in the workplace. This session looks not only at the managing of a more effective email exchange (including the reaching effective tones) but also at achieving a leaner experience through strategies such as carefully prepared, adaptable drafts, and choosing appropriate alternative mediums for communication. • Effective emails • Managing Emotion and Formality in Emails • Strategies for Dealing with Information Overload • Managing Digital Communication Case: Internal Communications at Boeing: Effective Communications? What went wrong?
Week 9	Nov 17, 2021	Session 9: Online Media Strategies for Business Communication Recommended Readings: - Cardon, Peter. W. (2018). (Ch8) - Using Social Media in Business Disputes \| Harvard Business Publishing Education The number of contact points between the organisation and external stakeholders continues to grow. These technologies bring new challenges, but also opportunities. Research has shown the average employee can save up to 8 hours per week on communications through the adoption of social media into workplace communications. Not only can it reach a broader audience, but it is often more media-rich than traditional tools. • Communicating in Organizations in the Digital Age • Communicating with external stakeholders in the Digital Age • Managing online reputations • Using Social Media in Business Disputes Case: Mountain Equipment Co-op: Engaging Stakeholders on Social Media (HBR) Midterm: Strategy for Managing Workplace Communications
Week 10	Nov 24, 2021	Session 10: Routine Business Interactions Recommended Reading: Cardon, Peter. W. (2018). (Ch9) In this session, we look at some of the more routine business communication processes, how it plays into what has been discussed before, and how to best manage it. • Memos, Minutes and Agenda • Management Communications Strategy • Managing Meetings Case: Routine Communications and Prestigio Hotel
Week 11	Dec 1, 2021	Session 11: Persuasive Messages and Negotiation Recommended Readings: - Cardon, Peter. W. (2018). (Ch10) - Cialdini’s (1984) six principles of influence There are many situations in business when you want to persuade. Persuasion involves the successful incorporation of a range of rhetorical and nonverbal actions. The session is dedicated to exploring some of the most important tools and the appropriate circumstances in which to use them. • Importance of Credibility & AIM Process • Creating Internal and External Persuasive Messages • Composing Sales/Promotion Messages • Rhetorical Strategies for Cross-Cultural Messages and Negotiations Case: Whom Should We Promote? (HBR) I
Week 12	Dec 8, 2021	Session 12: Employment Communications Recommended Reading: Cardon, Peter. W. (2018). (Ch16): Guest Speaker: Guest Lecture from Alan McIvor, Practice Leader at Paul Wright group Whether you are looking for a new position or looking to gain a promotion, these skills remain relevant throughout your career. From résumé design, the personal pitch, and interviews, this section takes a closer look at skills that make you stand out to recruiters and head-hunters. • Résumé & Cover Letter: Tone, style, design • Maintaining an Online Presence • The Personal Pitch • Managing Job Interviews Case: Whom Should We Promote? (HBR) II
Week 13	Dec 15, 2021	Session 13: Business Reports and Proposals I Recommended Readings: - Cardon, Peter. W. (2018). (Ch12 & 13) - Talk Like TED: The 9 Public-Speaking Secrets of the World's Top Minds eBook: Gallo, Carmine: Kindle Store Whether for an internal or external audience, the average business compiles reports on several subjects. Whatever the audience, the purpose is near-universally intended to improve decision-making and thereby the business. This session looks at the more common report genres and converting this into a business pitch. • Knowing your Audience ~ Knowing Your Topic • Setting Goals • Drafting Reports • Editing Reports • Styles & techniques • Converting a Report into a Business Pitch Case: Best Self or Best Company? Peloton Searches for a Voice (HBR) I
Week 14	Dec 22, 2021	Session 14: Mastering the Media Recommended Readings: - Cardon, Peter. W. (2018). (Ch11) - Mastering the Media: Make It Your Story \| Harvard Business Publishing Education Inevitably, a business must communicate with the public at large. Traditionally, this is done through a press release or a media statement. The occasion of the release might be either positive or negative. This session takes a closer look at media relations. • Managing the Media • Framing the Message • Matching Tone and Style • Delivering Bad News • Case: Best Self or Best Company? Peloton Searches for a Voice (HBR) II Assignment: Outline for Final Project
Week 15-16	Dec 29, 2021 & Jan 5, 2022	Session 15 & 16: Communication for Better Change Management in a VUCA World Taught by Prof. G. Loewy Life is dynamic. Change is the only constant not only in life, but in business; nothing stays the same for long. Business is in a constant flux between what we know and an unpredictable future. In the literature, you will have come across a multitude of confusing and conflicting ideas and models of how to identify and categorise, lead and manage change. The aim of these two sessions is to explore ‘Connected Leadership and Communication’ in a fragmented and confusing world, and to discuss how to engage an organisation’s human resources toward positive change management. We will study dynamic systems, learn how to recognise different kinds of criticality, and discuss how to shape the future through visionary leadership and practical management. The goal is to help you recognise which kind of system, situation and change you are faced with, and how to communicate to facilitate the move to the next step. Each shift of model, each stage of industrial development and each level of economy that follows, necessitates a new set of business management tools and methods. Communicating these major shifts require both the visionary, transformational leadership style, and viable, transactional management skills expected of a global level businessperson in the current transitional upgrading of industrial systems, types of economy and emerging societal values. Notes: VUCA 1: Problem World View = volatile, uncertain, complex and ambiguous (Wicked Problems) BANI Symptom World View = brittle, anxious, non-linear, incomprehensible (Messy Problems) VUCA 2: Solution World View = vision, understanding, clarity and agility (Tame Problems) Assignment: Managing Horizontal and Vertical Integration with VUCA 10%
Week 17-18	Jan 12 & 19, 2022	Final Presentations: Final – The Business Pitch/Press Release