Global Strategic Communications and Ethics Credits …...COURSE INFORMATION MMC6213 Fall 2016:...

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GlobalStrategicCommunicationsandEthicsDesignedforWebDesignandOnlineCommunicationSpecializationoftheMAMCprogramattheUniversityofFloridaCOURSEINFORMATIONMMC6213Fall2016:StrategicCommunicationsandEthicsCredits03MeetingTime:DistanceAsynchronousandOnlineClassroom—EveryTuesdayduringthesemesterat7PMEST.OfficeHoursByAppointmentConnectClassroomURL:TbdINSTRUCTORRobert(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,youwillbeabletodescribethevalueandpurposeofstrategiccommunicationandethicaldilemmastherein.Basedonthisfoundation,youwillalsolearnto:

• Identifyethicaldilemmasinstrategiccommunication,includingdetermininghowtoanticipateandconsiderdifferentstakeholder’sperspectivesofthosedilemmas.

• Identifyanddescribeavarietyofalternativeresponsestostrategiccommunicationethicsproblems.

• Makeandjustifydecisionsaboutwhichresponsesaremostethicallysound.SummaryofCourseDesignThiscoursewillcombinebothlivesessionsandrecordedlectures.LiveclasssessionswillbeheldeveryTuesdaynightofthesemesterstartingat7pmEST.LecturesTherecordedmaterialswillhelpyoutounderstandkeyconceptsandassignments.Thesearereinforcedinanonlinehomeworksystemandinwrittensubmissions.Pleasenote:Followonlythesyllabusforassignments,duedatesandotherrelevantinformation.Somemayhavechangedsincethelectureswererecorded.AssignmentsYouwillhaveregularassignmentsandthesewillbethebasisforyourfinalgrade.Duringthefirsthalfoftheclass(weeks1-5)youwillreadtheassignedmaterials,viewonlinelectures,demonstrateyourunderstandinginMcGraw-Hill’sonlineCONNECTcenter,anddiscussacriticalethicalissuerelatedtothematerialyoustudied.Week6youwillwatchaseriesofvideosthathelpyoubegintocreateasituationanalysisforapublicallytradedfirmorbusiness.YouwillemailProf.HughesforapprovalofthecompanyyouhavechosenforyoursituationanalysisbytheendofWeek6andsubmityoursituationanalysistohimduringweek12.Thesecondhalfoftheclass(weeks7-12)givesyouachancetoapplyethicalreasoningtosituationsyoumayencounterorhear/readabout,andhelpyouprepareforreal-worldethicaldecision-making.Youwillreadtheassignedmaterials,viewonlinelectures,completeonlinehomeworkthroughCanvasandwriteadiscussionpostonanassignedcasestudy.

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Youwillberequiredtoturninoneethicsmemo.YoumustsubmitthismemoinWeek10.Eachmemoshouldbeatleasttwopageslong,single-spaced.Thefirstmemowilldealwithanethicstopicyouchoose.Youarealsoexpectedtoattachanyrelevantbackgroundinformationtotheassignment.ThecaseyouchoosefortheWeek10Ethicsmemomustbeareal-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.HomeworkForweeks7-11Forweeks7–12youwillcontinuetoanswertheDiscussionquestionspostedundertheDiscussiontab,andposttworepliesinresponsetopostsfromyourfellowstudents.

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Forthesecondhalfofthecourseyouwillsubmityourhomeworktothe“Assignments”sectionofCanvas.

Thereisnohomeworkdueinweek12.

WeeklyDiscussionPostsDiscussionisanintegralpartofanyethicscourse.Thisclasswillbenoexception.Youwillbeexpectedtoreadtheassignedchapterandaccompanyingreadingsandactivelyparticipateinweeklydiscussionsthroughthe“Discussions”tabintheCanvase-learningsite.Youwillbeexpectedtodemonstratethatyouarethinkingabouttheissuesbyaskingquestions,offeringyourownopinionsandsharejustificationsforthoseopinions,participatinginclassdebate,postingcommentsandquestionstothee-learningsiteandkeepingyoureyesandearsopenforcurrenteventsthatmayrelatetoclassdiscussions.Pleaseberespectfulofthecontributionsofothersandhelpcreateaclassenvironmentthatiswelcomingandinclusive.

Requirements1. YouwillneedanInternetconnectiontoaccessyourtext,viewthelectures,

attendonlineclasssessions,andcompleteyourassignments.2. Youmustbeabletocommunicatewiththeinstructor.Mostcommunications

canbedoneviaemailandthediscussionboard,butyoumaybeaskedtojoinDropbox.com(afreeonlineservice)tosharelargefiles.

RequiredTextbookYourtextbookforWeeks1–5istitled“ContemporaryAdvertising(15e).Besuretofollowthislinkandpurchase“CONNECT”whenasked:McGrawHillCONNECTe-textandhomeworksystem

CONNECTwillgiveyouboththehomeworksystemandthee-book.

Readingsforthesecondhalfofthesemesterarefoundinthesyllabus.

AnnouncementstabinCanvasshellBesuretochecktheAnnouncementstabintheCanvasshellregularlyforinformationonclassassignments,changesandotherclassinformation.Inaddition,importantinformationwillbesentviaemailwhenitispostedinthistab.

GradingGradingparametersfortheclassprojectsareprovidedintheformofrubrics.Theserubricsaredetailedinthissyllabus.Yourworkwillbeevaluatedaccordingtothisdistribution:

Onlinehomework 100points

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Weeklydiscussionassignments 50pointsSituationAnalysis 80pointsWeeklydiscussionassignments 60pointsEthicsMemo 35pointsTeamIn-ClassPresentations 35points

TOTAL 360points100%

AndgradeswillbedeterminedasfollowsA 333-360points 93-100%A- 323-332points 90-92%B+ 315-322points 87-89%B 297-314points 83-86%B- 287-296points 80-82%C+ 276-286points 77-79%C 261-275points 73-76%C- 251-260points 70-72%D+ 240-250points 67-69%

215-224points 60-62%D-E 0-214points 0-59%

Note--Whenthegradefallsata.5,Iwillcarrythegradetothenextdecimalpointforroundingpurposes.

PolicyonLateWorkWorkintheclassturnedinlatewillnotbeacceptedexceptforextremecircumstances(i.e.familyemergencies.)Ifyouanticipatenotmakingaprojectdeadline,pleasecontacttheinstructor.Everydayaprojectislate,youwilllosealettergrade.Nomake-upoptionswillbeprovided.

Requirementsforclassattendanceandmake-upexams,assignments,andotherworkinthiscourseareconsistentwithuniversitypoliciesandcanbefoundat:https://catalog.ufl.edu/ugrad/current/regulations/info/attendance.aspx

AssignmentInformationindepth

WeeklyDiscussionAssignments

Eachweekofthesemester(exceptforWeek6)youwillneedtoprovideathoughtfulanalysisofanethicalissue.Eachweekyouwillalsopostaresponsetotwostudent’spostthatyoueitheragreeordisagreewith.Youwillwritethesepostsassomeonerelativelyuntrainedinethicalreasoning,whichisthefocusofpart2ofthecourse.Itisfeltthatwrestlingwithethicalissuesbeforeyouhavehadsuchtrainingwillhelpyoutoseethevalueofethicalreasoningskills.

D 225-239points 63-66%

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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.IwillwatchanddetermineifIfeeladiscussionisinappropriateifneeded.Yourgoalshouldbetohelptheauthorofthepostyouarecommentingonseeanotherperspective.Hereisanexampleofaresponsetotheessayinthelinkabovethatdoesagoodjobofaccomplishingthis:TheaverageAmerican,thankstoasubstantialeducationalandsocialdeficit,simplydoesn'tunderstandpoliticsorpublicpolicy.Theinterestingquestion,then,ishowdoesthepoliticalclassgoverninthenameofThePeoplewhenThePeoplearemissinginaction?Formanydecades,thepoliticalclassmaintainedtheself-delusionofrunningademocracybycreatingtheirownechochamber--issuesandideaswouldechoamongelitesinD.C.orothercapitalsofthecountryuntilenoughsteamwouldbuildupbehindapolicythatitseemedliketherewasaconsensusontheissue.Asamemberofthepoliticalelite,ifyouheardthesamestoryfrommultiplequarters,youcouldperhapsconvinceyourselfthatwhatyouwerehearingreflectedthetrueinterestsofthepublic,evenifthatpublicwasrarelyinvolvedinsuchsurgesofeliteopinion.Itwasperhapsinevitablethatasthetechnologyandcapacitytomicro-targetsmallportionsoftherealpublichaveadvancedthatpoliticallobbyistswouldeventuallyrealizethattheycouldinsertthemselvesintothepoliticaleliteechochamberbymanufacturingaground-swellof'publicopinion'bywhippingupopinionsonparticularpoliciesbyenlistingsomeideologicalorignorantfractionofthepublic.Therealquestioniswhetherthepoliticalclasswilleventuallytireoftheabsurdityofthissituationand

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actuallyenlistthepublicinmeaningfuldeliberationofissues,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:"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.InadditiontothesePoliticalAction

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Committees,ourelectedofficialsspendmuchoftheirtimesolicitingmoneyfromverywealthyindividualsinthefollowingindustries:WallStreet,Banking,Entertainment,Energy,HomeBuilding,Technologyandothers.PoliticsistheonlyindustryIamawareofthatallowsitsemployeestotakeapaidleaveofabsencefromperformingtheirdutiestolookforanotherjob;theirreelection.Iamverypessimistic.Ifwedonotendthiscorruptionthecountrywillcontinueinitsslowdecline....http://lstrn.us/12kXsML4)YourinitialDiscussionpostsareduebyThursdayat11pmETofeachweekoftheclass.CommentsonthepostsoftwoclassmatesareduebySaturdayat11pmET.Latesubmissionswillbepenalized.RubricforgradingWeeklyTopicPostsandresponses. Excellent Good Fair PoorThoughtfulness(25%)

Postrepresentsoutstandingthinkingandlogicalreasoning.Thepresentationisopinionatedbutbalancedandfairtoopposingideas.

Postrepresentsgoodthinkingandlogicalreasoning.Thepresentationisopinionatedwithmentionofopposingsides.

Postshowssomeweaknessinthinkingandlogicalreasoning.Itlacksaninformedperspectiveand/orignoresopposingsides.

Missingsignificantsectionsorinformation.

Documentation(25%)

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Manysourceswereconsultedandeasysources(likeWikipedia)areusedsparingly.

Allfactsinthepostsaredocumentedwithlinkstorelevantsources.Adequatesourceswereconsultedandeasysources(Wikipedia)areusedsparingly.

Mostfactsinthepostaredocumentedbutfewsourcesareused.

Unclearwherefactshavecomefromorfactsorfewsourcesconsulted.

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Coherent,clear,persuasive(25%)

Writingisclear,compelling,organized,powerfulandgrammaticallycorrect.

Writingisstraightforward,understandableandavoidsmostgrammarorspellingerrors.

Writinghassignificantproblems

Writingqualityispoor,difficulttoread.

Responsestothepostsofother(25%)

Responsesareengaging,challengethepeerpostwithoutdemeaningit.Responsesshowkeyareasinwhichtheoriginalisflawed,limitedorshort-sighted.

Responsesarerespectfulinchallengingthepeer’spost.Keyareasofdisagreementareidentified.

Responseisopinionatedbutsomewhatlackinginrespect.Responsefailstoclarifythepointofdifferenceorthelimitsoftheoriginalpost.

Responseisopinionatedbutignoresthestrengthsorweaknessesoftheoriginalpost.

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:

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•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-basedethicalprinciples,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.

SemesterLongProject

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

Writingisstraightforward,understandableandavoidsmostgrammaror

Writinghassignificantproblems.

Writingqualityispoor,difficulttoread.

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grammarerrors.

spellingerrors.

Analysis(25%)

SWOTanalysisisexceptional,andclearlydetailsthecompanyorbrand’sparamountissues

SWOTanalysisisgood,identifiedcompanyorbrand’simportantissues.

SWOTanalysisisfair,identifiesstraightforwardissues.

SWOTanalysisispoor,issuesidentifiedseemunrelatedtotherestoftheSA.

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:

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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,andcommunicatetheoutcomesofsuchassessmentsinatimely,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:

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Studentsareexpectedtoprovidefeedbackonthequalityofinstructioninthiscoursebasedon10criteria.Theseevaluationsareconductedonlineathttps://evaluations.ufl.eduEvaluationsaretypicallyopenduringthelasttwoorthreeweeksofthesemester,butstudentswillbegivenspecifictimeswhentheyareopen.Summaryresultsoftheseassessmentsareavailabletostudentsathttps://evaluations.ufl.edu/resultsUniversityPolicyonAcademicMisconduct: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’ideaswithaccurate

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citationsandmustusequotationmarksandcitationswhenpresentingthewordsofothers.Athoroughunderstandingofplagiarismisapreconditionforadmittancetograduatestudiesinthecollege.Cheating:Cheatingoccurswhenastudentcircumventsorignorestherulesthatgovernanacademicassignmentsuchasanexamorclasspaper.Itcanincludeusingnotes,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:Aug22-28Courseintroductionandunderstandingthebusinessofstrategiccommunication

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.

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ViewingChapter1Lecture1:WhatisAdvertisingandIMC?https://mediasite.video.ufl.edu/Mediasite/Play/1a7d00a5944b4f4aa7c3dfb4a75b928c1dChapter2TheAdvertisingEnvironment:HistoryandtheDevelopmentofModernAdvertisinghttps://mediasite.video.ufl.edu/Mediasite/Play/91c9bc47e07946ce8bd9cfa3113433c01dIntegratedMarketingCommunications,MarkHuffmanatP&G(Linkstoanexternalsite.)https://www.youtube.com/watch?v=0rYTUARmTgERead,watchlectures/videos,completeConnecthomework:Fridayby11PMET.

• Note-forallupcomingweeks,homeworkwillbedueonTuesdayat11pmETforthatweek.TheFridayduedateisonlyforthisfirstweekofclass.

Discussionassignmentposted:Fridayby11PMET.Respondto2classmates:Saturdayby11PMET_________________________________________________________________WEEKTWO:Aug29-Sept4StrategicIdentificationofAudiencesandToolsforStrategicCommunicationandUnderstandingtheValueofPlanningFocuson

• Whydocompaniessegmentmarketsandwhattoolsareavailableforstrategiccommunication?

• Whatisplanningforstrategiccommunication?ReadingsCh.6:Segmentation,TargetingandtheMarketingMixCh.7:Research:GatheringInformationforIMCPlanningViewingChapter6ConsumersandMarketSegmentation-Part1https://mediasite.video.ufl.edu/Mediasite/Play/d1dc663f8c3c48469cffbe6af9720a351dChapter6ConsumersandMarketSegmentation–Part2https://mediasite.video.ufl.edu/Mediasite/Play/cbc24f4743d14cec8f4be01f5ff59f5c1dChapter7:Research(NEW)https://mediasite.video.ufl.edu/Mediasite/Play/c1f5d932b4074fdcb8f0df835c48fb9d1dTheFourP’sofMarketing(themarketingmix)(Linkstoanexternalsite.)https://www.youtube.com/watch?v=JIirzTdaey4

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DiscussionTopicReadthisposting:MarketingtoChildren:AcceptingResponsibilityhttp://business-ethics.com/2011/05/31/1441-marketing-to-children-accepting-responsibility/Oneoftheexpertsquotedinthepieceargues“Thereisnoethical,moral,socialorspiritualjustificationfortargetingchildreninadvertisingandmarketing.”Doyouagreeordisagree?Why?Additionalreading:DoesTechnologyChangetheEthicsofMarketingtoChildren?Read,watchlecture/videos,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMET

WEEKTHREE:Sept5-11Focuson

• Understandingaudiencesofstrategiccommunication(thetargetaudience)• Understandinginfluencesonconsumerresponsestostrategiccommunication

ReadingsCh.5:MarketingandConsumerBehaviorCh.8:MarketingandIMCPlanningViewingMarketPlanningIntro(Linkstoanexternalsite.)Chapter8:https://mediasite.video.ufl.edu/Mediasite/Play/fee037af3cc8422e8f4f041b58920b2e1dWhatisMarketing?(Linkstoanexternalsite.)https://www.youtube.com/watch?v=EnbHtOAtqRUWhatisMarketingII?(Linkstoanexternalsite.)https://www.youtube.com/watch?v=kshIWIc15yg

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HowtogetyourideastospreadwithSethGodin(Linkstoanexternalsite.)https://www.youtube.com/watch?v=xBIVlM435ZgSocialnetworksandbehavior(Linkstoanexternalsite.)http://www.ted.com/talks/nicholas_christakis_the_hidden_influence_of_social_networks?language=enDiscussiontopic:AnongoingcontroversyinaudienceeffectsisbehavioraltargetingontheWeb.Ifyouarenotcertainwhatthatis,pleasereadthesearticles:http://en.wikipedia.org/wiki/Behavioral_targetinghttps://blog.kissmetrics.com/behavioral-advertising/Thenreadthispost:EthicalIssueswith3rdPartyTrackinghttp://www.adexchanger.com/the-debate/3rd-party-behavioral-tracking/Chooseoneoftheauthor’s3pointsinfavoroftrackingandchallengeitinyourdiscussionthisweek.Read,watchlecture/videos,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKFOUR:Sept12-18Thebigpicture:Economics,socialissues,andregulationinstrategiccommunication.Focuson:

• Therelationshipofbrandmessagestoeconomics• Criticismofstrategiccommunication• RegulatoryissuesintheU.S.

ReadingsCh.3:TheBigPicture:EconomicsandRegulatoryAspectsViewingCommunicationandConsumerbehaviorI(Linkstoanexternalsite.)CommunicationandConsumerbehaviorII(Linkstoanexternalsite.)

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CommunicationandConsumerbehaviorIII(Linkstoanexternalsite.)DecidingandEvaluating(Linkstoanexternalsite.)TheEconomic,SocialandRegulatoryAspectsofAdvertising Clicktoview

TheSocialImpactofGSC(Linkstoanexternalsite.)U.S.Regulatoryissues(Linkstoanexternalsite.)DiscussiontopicReadTobaccoMarketingontheInternethttp://www.tobaccofreekids.org/research/factsheets/pdf/0081.pdfAfterreadingthearticle,supportorrefutethefollowingproposition:

GiventhebroadaccessthatminorshavetopornographyontheWeb,itishypocriticaltohavelawsthataremorerestrictiveforaccesstotobacco-promotingsites.

Asalways,pleaserespectfullyweighinonsomeoneelse’sdiscussionaswell.Read,watchlecture/videos,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKFIVE:Sept19-25PlanningforwherethemessageshouldappearFocuson

• MediaPlanning• CriteriaforSelectingMedia

ReadingsCh.9:MediaPlanningandBuyingCh.15:UsingDigitalInteractiveMediaViewingChapter9MediaPlanninghttps://mediasite.video.ufl.edu/Mediasite/Play/3b99fb98cc3c42bfb0e7f8f82d0f22981dChapter15DigitalMediahttps://mediasite.video.ufl.edu/Mediasite/Play/db3ebb73df144ca4bb51b4870b6b88611dMediaTacticshttps://mediasite.video.ufl.edu/Mediasite/Play/fe651d28e8bb417f9d21f4cee7ee88311d?catalog=0d3dfc8b-f4b4-4966-a5da-4520b229a3d2

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HowToBuyDigitalVideohttp://www.adweek.com/video/advertising-branding/how-buy-digital-video-168451DiscussionTopicConsumerprivacyisanenduringconcernontheWeb.Readtheseprivacystatements:

• PrincipalFinancialGroup• https://www.principal.com/privacy-policies• WallStreetJournalhttp://www.wsj.com/policy/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/videos,completeConnecthomework:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMET______________________________________________________________WEEKSIX:Sept26-Oct2AnalyzingtheStrategicCommunicationEnvironmentFocuson

• Externalfactorsthataffectafirm• Internalfactorsthataffectafirm

ReadingsRereadCh.8:MarketingandIMCPlanningandAppendixA:MarketingPlan(page622).DiscussiontopicNodiscussionthisweek.StudentsmustidentifythepubliclytradedcompanyusedfortheirSituationAnalysis.Pleaseprovidearationaleforchoosingthatcompanyaswell.Viewing

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Thereisan8part(mostareshort)videoseriesonYouTubefromtheSmallBusinessAdminstrationaboutcreatingaSWOTanalysis.YourviewingthiswillbehelpfulincreatingtheSWOTforyourSituationAnalysis.Finditat:SBASWOTinstructionalvideosYourselectedSituationAnalysiscompanytobeemailedtoProf.HughesbySaturdayat11pmEST.Useemailrjhughes@jou.ufl.edu.WEEKSEVEN:Oct3-9IntroductiontoEthics-WhyitisimportanttobehaveethicallyinbusinessReadingsWhyAreBusinessEthicsImportant?(videoandarticle)CadburySchwepps-ACaseStudyTheRoleofEthicsin21stCenturyOrganizationsHarvardBusinessReview:HistoricalOverviewOnlinehomework:OnlinehomeworkquestionsarelocatedintheAssignmentstabinCanvas.SubmityourresponsestoCanvas.Question1:Whydoesitmakesenseforabusinesstobehaveresponsiblyandethically?Question2:.Howwouldyoudescribeanethicalcorporateculture?Ifyouarecurrentlyworkingyoumayuseexamplesfromyourownworkplace,ifappropriate.Question3:AuthorO.C.Ferrellwrites“ifbusinessisagamelikebasketballorboxing,ordinaryethicalrulesdonotapply.”Whydoyouthinkthisattitudewouldnotconstituteethicalbusinessbehavior?DiscussiontopicCasestudyfromJ.Tan,SantaClaraUniversity:TonyisaprojectleaderatacompanyfrequentlysubcontractedtoproducecodeforvariousU.S.governmententitiesandaffiliates.Traditionally,codethatwasdevelopedforonefederaldepartmentcouldbereusedforanotherifapprovalwasobtainedbytheformer.Oneday,Tony’scompanywascontactedbyaprivately-ownedcommercialcorporation,FlyHigh,tocreatecodeforanavionics-relatedimageprocessingeffort.Sincethecoderequestedwasalmostidenticaltooneusedforapastproject,Tony’s

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teamdecidedto,onceapprovalhadbeenobtainedfromthegovernment,reusethecode.Afterpermissionwasgrantedthroughemail,however,Tonyrealizedtheapprovingparty,alawagencythatwascontractedbythegovernment,lackedcompleteunderstandingofwhowouldbenefitfromthereusedcode.Tonywantedtocontactthegovernmentdirectlytoensureithadbeeninformedofallvitalaspectsofthecontract,butrealizeddoingsocouldmeanhavingtheinitialapprovalrevoked,havingtore-codetherequestedcode,andincreasingthecontractbiduptotwomilliondollars.UnderstandingthecontractbetweenhiscompanyandFlyHighwasontheline,shouldTonymoveforwardwithclarifyingthesituationtotheappropriateparty?Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKEIGHT:Oct10-163OnlineEthicsReadingsEthicalChallengesoftheInternetofThingsWhyBusinessEthics?TakethisEthicalStyleQuiz:https://www.masc.sc/SiteCollectionDocuments/Administration/ethic_style.pdf

• Afteryoutakethequiz,clickthroughandread“Whatthestylesmean”OnlinehomeworkQuestion1:Whatkindofethicaldutiesdoesastrategiccommunicationsprofessionalorawebdesignerhave?Wheredothesedutiescomefrom?Question2:Aretheresomeethicalvaluesthatyoubelievearerelativetoone’sownculture,religionorpersonalopinion?Aretheresomethatareuniversal?Whatmakesthemdifferent?

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Question3:Havingwatchedthelectureandcompletedtheethicalstylequiz,whichphilosophicalethicalstyleseemsthemostpractical?Orwouldahybridofstylesbestdescribeanethicalstyle?DiscussionTopic:ReadTheBernieMadoffInvestmentScandalandHowMadoff'sPonziSchemeWorkedPleaseanswerthesequestionsforourdiscussion::

1. WhataretheethicalissuesinvolvedintheMadoffcase?2. DoyoubelievethatBernardMadoffworkedalone,ordoyouthinkhadhelpin

creatingandsustaininghisPonzischeme?3. WhatshouldbedonetohelpensurethatPonzischemeslikeMadoff’sdonot

happeninthefuture?Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKNINE:Oct17-23CodesofEthicsReadingsCreatingandEffectiveElectronicCodeofConduct(Therearetwoarticlesinthispdf.Thefirst,notedabove,and‘ImplementinganOrganizationalCodeofEthics’.Pleasereadboth.CreatinganEthicalWorkplaceMarketingwithIntegrityOnlinehomeworkWriteafour-pointcodeofconductforonlinestrategiccommunicationsprofessionals.Includeadescriptionofeachpoint.Searchonlineforcodesofconductformoreinformationbeforebeginning.SubmithomeworkthroughCanvasbySaturdayat11pmEST.Homeworkreading--

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

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

(Downloadthepdfofthecodetoread.)DiscussiontopicDownloadandreadEthicalUseofTechnologyintheWorkplacePleaseanswerthesequestionsforourdiscussion:

• Isitethicalthatouremployersmonitortheinternetuseofemployees?Whyorwhynot.

• Howcananemployerbalanceanemployee’sexpectationofprivacy,whichensuringthatemployeesareproductiveandrefrainfrominappropriateorillegalbehaviorontheweb?

Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEKTEN:Oct24-30SocialMedia,MarketingtoKids,andBigDataReadingsTheDisruptivePowerofBigDataEstablishingEthicalGuidelinesforData-DrivenMarketingTerrificExamplesofCompanySocialMediaPoliciesWhenYouDon'tLikeWhatYourEmployeesArePostingonSocialMediaASampleSocialMediaPolicy(foryouruseinyourprofessionallife)IsMarketingEvil?http://www.ethicsbasedmarketing.net/2.htmlOnlineHomework

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ReadMarketingtoKidshttp://www.ethicsbasedmarketing.net/6.htmlThenanswerthesequestions:Question1:TheFederalTradeCommissionregulatesadvertisingonthebasisof2criteria:deceptionandunfairness.Howcananadbeunfair?Whogetshurtbydeceptiveadvertising?Question2:Imagineyourchild/youngersiblingwasofferedafreelaptopinschoolwiththeunderstandingthattheywouldseeanadvertisementfor2minuteseveryfifteenminutesofuse.Whatwouldyourinitialreactiontothisofferbe?Isitalwaysunfairtoadvertisetochildren?Question3:Studieshaveshownthatsamples,aswellassmallgiftsandlunches,canleadsomedoctorstoprescribemoreDoyouagreethatmarketingofproductssuchasprescriptiondrugsberegulated?(theycurrentlyare.)Discussiontopic

InBob’sFacebooklectureofthisweek,hemakesseveralpointsabouttheprivacyissuesofthesocialmediagiant.DoyouagreeordisagreewithBob?Whyorwhynot?

Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETEthicsMemoduethisweek.SubmittotheAssignmentstaboftheCanvasshellbySaturday,11pmEST.WEEKELEVEN:Oct31-Nov6CorporateSocialResponsibility(CSR)ReadingsModelsofCSRPart1ModelsofCSRPart2ModelsofCSRPart3ModelsofCSRPart4

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TheBenefitsofCSRWillMoveYoutoActCSRTrendstoWatchForOnlinehomework(Basedonthisweek’sreading)Question1:WhatmodelofCSRismostpersuasivetoyou,andwhy?Question2:Somesaythatbusinesshasonegoal:tomakemoney.Therefore,CSRinitiativesareirrelevanttobusiness.Discusstheargumentforandagainstthisviewpoint.DiscussionTopic:CorporateSocialResponsibility:WellsFargoRead:WellsFargoCSRReportExecutiveSummaryWellsFargo2015CSRReport(thisis75pageslong;Iincludeitsoyoucandoadeeperdiveintoyourchosensectionfordiscussion.)

1. OfWellsFargo’sthreeCSRpriorities,whichdoyouthinkwillcontributemoretothebank’sbottomline?Why?

2. ShouldafinancialinstitutionlikeWellsFargobeworriedaboutthingslikeDiversityandSocialInclusion,oristheirmainresponsibilitytothebottomlineforshareholders?

• SubmityouranswerstotheDiscussiontaboftheCanvasshell.Read,watchlecture,completehomeworkonCanvas:Tuesdayby11PMET.Discussionassignmentposted:Thursdayby11PMET.Respondto2classmates:Saturdayby11PMETWEEK12:Nov7-13EthicsOnline-FutureIssuesforStrategicCommunicationsReadingEthicalDilemmasGnawingatDevelopersTodayTheFutureofMoralityatEveryInternetUser'sFingertipshttp://www.dbmarketing.com/articles/Art190.htmThereisnohomeworkthisweek.DiscussiontopicCrisiscommunications—PanamaCityRapeandImpactonTourismhttp://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.