Harvard University

Extension School

Management E-3010 Persuasive Business Communications

Course Syllabus Fall 2010

Course Time and Location Tuesday 7:35-9:35pm Northwest B108 Instructor: Michelle Ehrenreich Marketing and Communications Consultant HawkPartners Office Hours: Before class and by appointment Teaching Assistant: TBD

617.413.5903 michelle.ehrenreich@hawkpartners.com

About the Course

Course Description and Overview Persuasive business written and oral communications are essential skills that are required for career advancement in nearly every management profession. In this class, students will learn how to communicate clearly and persuasively, in a way that inspires action. Specifically, we will: Learn how to tailor communications to different audiences Understand your own communications style, and when and how to adapt it to maximize your own effectiveness Recognize the importance of synthesizing information, versus summarizing Explore the principles of logical reasoning in structuring communications Identify key elements of an effective communications plan, in times of organizational crisis During the first half of the semester, class sessions will be a mix of in-class exercises and discussions, and of presentations and lectures, that are aimed at demonstrating these principles. The latter half of the semester will focus on hands-on implementation of these principles through a final project, which will require researching, synthesizing, writing, and presenting a report. We will conclude with case discussions of crisis communications.
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Course Materials This course requires students to work continually throughout the semester and entails a fair amount of writing, discussion, and presentation. Listed below are the required books for the course these can be purchased from many bookstores, including the Harvard Coop and online booksellers: The Minto Pyramid Principle: Logic in Writing, Thinking, and Problem-Solving: Minto, Barbara Say It With Charts: The Executives Guide to Successful Presentations: Zelazny, Gene Course Pack: There is also a course pack with additional readings/book chapters, available for purchase through University Readers. To purchase the course pack: - Step 1: Log on to www.universityreaders.com - Step 2: Click on the white "Students Buy Here" button located in the "Student Store" section (upper right-hand corner of the page) - Step 3: Create an account or log in if you have an existing account to purchase - Step 4: Instructions will guide you through the rest of the ordering process Any problems or inquiries can be directed to orders@universityreaders.com. HBP: A number of articles, notes and cases are also available at reduced cost through the Harvard Business Press. To purchase these materials, go to http://cb.hbsp.harvard.edu/cb/access/6490126. Grading A students final grade in this course will be based on the following weighting: 25% 50% 25% Class Participation Short Assignments Final Project

This is a graduate-level course that requires active participation in class discussions. High-quality written work is also expected. Written work should be clear, logical, grammatically correct, spell-checked, persuasive, and backed up by citations for any data, ideas or other content used. It should represent the students best effort. Grades reflect the quality of a students work submitted throughout the term according to the Harvard Extension Schools grading standards (http://www.extension.harvard.edu/2009-10/policies/grades/). Class Participation Much of the learning in this class comes from in-class exercises and discussion. Therefore, students are expected to attend all class sessions, complete all assigned readings and come prepared to participate. Attendance will be taken and participation will be evaluated at each class session. You may miss two class sessions without penalty, but all other absences will result in a negative score for class participation for that session. Please notify the TA and the instructor (via phone or email) prior to the start of class if you will not be in attendance.

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Short Assignments There is a Short Assignment due on or before class in several class sessions. These assignments range from 1-3 pages for a selected exercise. The Short Assignments are designed to build upon assigned readings and in-class discussion, and to be building blocks for the Final Project. Each of these assignments will be given equal weight and collectively account for 25% of the final course grade. Final Project Several sessions devoted to the Final Project. The Final Project will entail researching, synthesizing, writing, and presenting approximately 10 PowerPoint or Word slides. Academic Integrity Please take the time to familiarize yourself with the Harvards policies on academic integrity, which can be found at http://www.extension.harvard.edu/2009-10/policies/responsible.jsp. Other resources including, Writing with Sources: A Guide for Harvard Students and Writing with Internet Sources, are also available for download from the above Extension School site. It is important to understand the standards to which you will be held; ignorance of the standards will not be considered an excuse for violating them. Questions and Out-of-Class Communication We will communicate with individuals and the class regularly through email, so make sure to keep your email address up-to-date with the Harvard Extension School and check your email regularly. Emails will be answered within 48 hours, except over the weekend. The Fine Print Workload. The value you receive from this course will be commensurate with the thought, effort and reflection that you put into the endeavor. Students should expect to spend 2-8 hours outside of class each week to read the assigned materials, complete assignments, and prepare for the next class session. On Time. Students are expected to arrive to class on time and stay for the duration of the class session. If you expect to be late or absent from class or need to leave early let the instructor and TA know prior to the start of class. Deadlines. All assignments must be submitted at the specified day and time and late submissions will not be accepted. Please note that some assignments are due a day or two before class session begins. If you are absent the day an assignment is due, the assignment is still due at the specified day and time. True medical or family emergencies will be dealt with on a case-by-case basis. Professional Conduct. Professional behavior is expected throughout the class. This means respectful communication both inside and outside of class. During discussions, civil discourse should be maintained at all times and comments should be aimed at moving the discussion forward. Reasoned, respectful dissention is part of the learning process. In addition, please turn off and put away all cell phones and PDAs prior to class and refrain from texting, emailing or web surfing during class. If you are awaiting an urgent call and need to leave your phone on during class, please let the instructor know prior to class.

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Course Outline and Schedule

Part I: Structuring Communications

Session 1: August 31, 2010 Understanding Your Audience Read prior to class: HBP: Writing Well When Time is Tight by Nick Morgan HBP: How to Make Your Case in 30 Seconds or Less by Nick Wreden HBP: The Ten Principles of Good Business Writing by John Clayton Due In Class: Short Assignment. Students will complete a short assignment in class. Each student will write a short essay and briefly present their essay, to develop a baseline understanding of their communications style and approach. You may bring a laptop, although pen and paper are also fine. Session 2: September 7, 2010 Understanding Your Communication Style (Myers-Briggs Self Assessment) Read prior to class: The Minto Pyramid Principle: Logic in Writing, Thinking, and Problem-Solving, pages 1-33, by Barbara Minto Say It With Charts: The Executives Guide to Successful Presentations, pages1-10, by Gene Zelazny Due In Class: Complete a Myers-Briggs Self-Assessment, to be provided Identify your temperament type and communications preferences, and come prepared to share in class

Session 3: September 14, 2010 Synthesizing Qualitative Data Read prior to class: HBP: Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001 HBP: The Wine Industry by Andrew Inkpen and Rod Philips Due by 12pm, September 13, prior to class: Short Assignment. Please answer the following question, in 2-3 PowerPoint or Word slides: - What are the main characteristics of the wine industry in the US in 2001? There is no right or wrong answer. Please take a point of view and support it, using information from the case study.

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Session 4: September 21, 2010 Synthesizing Quantitative Data Read prior to class: Say It With Charts: The Executives Guide to Successful Presentations, pages11-50, by Gene Zelazny HBP: Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001 HBP: The Wine Industry by Andrew Inkpen and Rod Philips Due by 12pm, September 20, prior to class: Short Assignment. Please answer the following question in about 3 PowerPoint or Word slides: - What are the economics of the wine industry, such as start-up costs, demand, and market size? Please use information from the case study and note to support your points. Session 5: September, 28, 2010 Applying Deductive Reasoning Read prior to class: The Minto Pyramid Principle: Logic in Writing, Thinking, and Problem-Solving, pages 60-68, by Barbara Minto HBP: Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001 HBP: The Wine Industry by Andrew Inkpen and Rod Philips Due by 12pm, September 27, prior to class: Short Assignment. Please answer the following question in 2-3 PowerPoint or Word slides: - Is the US Wine Industry in 2001 attractive? There is no right or wrong answer. Please take a point of view and support it deductively, using information from the case study and note. Session 6: October 5, 2010 Applying Inductive Reasoning Read prior to class: The Minto Pyramid Principle: Logic in Writing, Thinking, and Problem-Solving, pages 68-72, by Barbara Minto HBP: Crafting Winning Strategies in a Mature Market: The US Wine Industry in 2001 HBP: The Wine Industry by Andrew Inkpen and Rod Philips Due by 12pm, October 4, prior to class: Short Assignment. Please answer the same question in 2-3 PowerPoint or Word slides: - Is the US Wine Industry in 2001 attractive? There is no right or wrong answer. Please take a point of view and support it inductively, using information from the case study and note. You may draw on your previous qualitative and quantitative analyses.

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Session 7: October 12, 2010 Executive Summaries Read prior to class: HBP: Writing an Executive Summary that Means Business, by John Clayton The Minto Pyramid Principle: Logic in Writing, Thinking, and Problem-Solving, pages 34-59, by Barbara Minto Due by 12pm, October 12, prior to class: Short Assignment. Drawing on information from your prior analyses, please write an executive summary that outlines your view of the US wine industry, in exactly 1 PowerPoint or Word slide.

Part II:

Improving Writing Style

Session 8: October 19, 2010 Prose Writing Style Read prior to class: HBP: Find the Right Tone for Your Business Writing, by Richard Bierck HBP: Five Quick Ways to Trim Your Writing, by John Clayton HBP: Misused Words and Other Writing Gaffes, by Kristen Donahue HBP: How to Write Correctly Without Knowing the Rules, by John Clayton HBP: Is Following the Rules Tripping Up Your Message? by Christina Bielaszka-DuVernay The Minto Pyramid Principle: Logic in Writing, Thinking, and Problem-Solving, pages 170-188, by Barbara Minto Due by 12pm, October 18, prior to class: Short Assignment. Write a 500 word prose memo that proposes a new undertaking. The topic is to be selected by the student, drawing on a relevant project from the students work or personal life.

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Session 9: October 26, 2010 PowerPoint Writing Style Read prior to class: Say It With Charts: The Executives Guide to Successful Presentations, pages 51-79, by Gene Zelazny Due by 12pm, October 25, prior to class: Short Assignment. Rewrite 3 slides, to be distributed by the instructor.

Part III: Final Project Session 10: November 2, 2010 Speakers: Various Topics on the Art of Persuasion Read prior to class: HBP: Leveraging the Power of Nonverbal Communication, by Gary Genard HBP: Dialogue: The Ultimate Connection Session 11: November 9, 2010 Read prior to class: HBP: Mondavi Winery by Gregory Miller Final Project

Due by 12pm, November 8, prior to class: Please assume the role of the company founder, Robert Mondavi, as he presents his vision for his company to his new investors. Develop a 1-page outline for a report that presents his vision. Consider the following questions in developing your outline: - Why did Mondavi decide to go public? - Why did the stock price drop soon after the IPO? - What information do investors need to understand Mondavis long-term value as a business?

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Part IV: Crisis Communications Session 12: November 16, 2010 Case Study Read prior to class: HBP: Mattel and the Toy Recalls (A) by Hari Bapuji and Paul Bearnish Strategic Communication Imperative by Paul Argenti, Robert Howell, and Karen Beck

Session 13: November 23, 2010 No Class: Thanksgiving Recess

Session 14: November 30, 2010 Case Study Read prior to class: Mattel and the Toy Recalls (B) by Hari Bapuji and Paul Bearnish

Session 15: December 7, 2010 Final Project Presentations Please be prepared to present your Final Project to the class.

Session 16: December 14, 2010 Final Project Please be prepared to present your Final Project to the class.

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