Course Outline

Strategic Communication: Writing Across Platforms

Course Faculty: Dr. Ruchi Tewari
Visiting Faculty: Dr. Reena Shah
Research Associate: Srushti Govilkar
Term: 1
Number of sessions: 16
Credit: 2
Course Description:
Making an effective communication is a complex activity, which requires understanding of the audience; communication context;
appropriate content generation; choosing the communication ‘objective-fit’ channel and providing a prompt and constructive
feedback. The current course deals with the various aspects of the communication eco-system.
Communication is a strategic function of an organization with immense amount of information flowing through various channels and
multiple stakeholders interconnected. Fluidity and pervasiveness of information across business functions in all organizations has
made it imperative for young managers to be able to analyse, sift and sort information such that they can make objective-oriented
purposeful communication. This course caters specifically to the current communication climate of the organizations where multiple
platforms of communication, with newer interactive and archival features co-exist with the traditional mediums, creating a complex
communication climate.
The current course will focus upon providing knowledge, skills, and attitude which prepares young managers to be effective
communicators by using communication as a strategic business tool for effective interpersonal skills and efficient decision making.
It offers an understanding of nuances of the various platforms, suitability and respective challenges of each platform will help the
students to use communication as a tool to achieve effective personal and organizational goals.

Objectives and Learning Outcomes:

 To develop a critical and objective view of business situation from communication perspective. (POCO 2)
 To critically analyse any given situation and arrive at a decision in a systematic and logical manner (POCO 2)
  To prepare students to acquire and hone knowledge and skills to use communication as a strategic business tool in making
effective and efficient business decisions. (POCO 3)
 To articulate and present one’s thoughts and ideas clearly and in an objective-driven manner and foresee and all avoid possible
misunderstandings. (POCO 4)

Pedagogy:
1. Case method is used for the students critically analyze and develop a sharper understanding of the business situation from
communication perspective for decision making in a systematic and logical manner. (POCO 2)
2. In class activities based on business situations are used to help students see the application of communication skills as a
strategic tool for decision making which helps in achieving organizational efficiency. (POCO 3)
3. In class discussions.
4. Presentation making us used to help students articulate and present their thoughts clearly and in an objective-driven manner.
(POCO 4)
5. Use of multimedia material to illustrate the kinesics of communication and their effect.

Session Plan:-

Session No., Topic, and Reference Material and Pedagogy
Tentative Dates
1. Introduction to Course  PPT (Session plan including
detailing upon the evaluation)
16th July 2019  https://www.youtube.com/watch?v
=gi6y2wvWijc
- In class discussion
2. Basics of  DRW Technologies case
Communication  Devito (2010). The Essentials
of Human Communication,
18th July 2019 Chapter 1. Pearson Education
 https://www.youtube.com/watch?v
=AAhIFD9czks
- Case Discussion
Learning Outcome Faculty/ Evaluation
 What is Communication? Dr. Ruchi Tewari
 Course Module
 No. of Sessions
 Evaluation pattern
 Purpose Dr. Ruchi Tewari
 Communication in Business
 Information processing
 Strategic Communication
 Communication as a critical
function (critical thinking
involved in communication –
looking beyond the information
exchange)
 - Discussion of the concepts in
chapter
- Video
3. Getting Involved &  Case Study 1  Appreciate the significance of Dr. Reena Shah
Opening Windows  Video – Fatal Beatings critical thinking for making
 Handout - Smart Choices better decisions.
20th July 2019  Drawing association with the
- Copies of Case 1 (Nakamura) to larger situation.
be distributed before the class  Identifying the core issue.
- Video & Handout
- Case discussion
4. Tools to Strategic  Chapter 5: Communication  Using logic, emotions, and brand Dr. Ruchi Tewari
Communication and Approaches and Strategies – image to communicate - Quiz
Channels of Organizational Change – Creating  Where to use which these tools
Communication Change Through Strategic  How to use them
Communication  Channels attributes and channel
23rd July 2019  Strategic Communication and selection.
Social Media: An MBA Course
From a Business Communication
Perspective
Michael J. Meredith

https://journals.sagepub.com/doi/f
ull/10.1177/1080569911432305
 DRW Technologies Case
Continued
- Case discussion
- In class discussion
5. Written  When Clarity is Not the Same as - Formality and objectivity in Dr. Ruchi Tewari
Communication: Email Brevity by David Silverman written communication In class email writing exercise
Writing https://hbr.org/2009/10/when-clarity- - Basics of Email Writing
is-not-the-same-a
25th July 2019  Brevity Isn't Enough--You Need to
Write Tight
https://hbr.org/product/brevity-isnt-
 enough-you-need-to-write-
tight/C0302B-HCB-ENG

 How to write with military precision

https://hbr.org/2016/11/how-to-write-
email-with-military-precision

 https://www.youtube.com/watch?v=--
KAOkc2YJw
- Discussing the essence of the
articles
- PPT
- Video
6. Information Sorting  Case Study 2 – Quality  Types of information -textual and Dr. Reena Shah
& Assimilation Improvement Customers Didn’t numerical.
Want  Information categorization and
27th July 2019  Exercise - Robber’s list integration.
 Handout – Fishbone  Drawing and validating inferences.
- PPT
- Case Discussion
7. Written  Communication and customers  Strategies to write effective sales Dr. Ruchi Tewari
Communication: https://www.inc.com/geoffrey- letters.
Communication with the james/how-to-create-a-killer-sales-  Understanding the purpose of blogs
Customers through Sales message.html and strategies implemented by the
Letters and Blogs AIDA Model: organizations to communicate with
https://www.mindtools.com/pages/ the publics through them.
30th July 2019 article/AIDA.htm
https://www.dynamicbusinessplan.
com/sales-letter
 Blogging and Communication
https://www.copyblogger.com/bloggi
ng-writing-guide/
https://www.socialmediaexaminer.co
m/blogging-basics-how-to-write-blog-
posts/
 - PPT
- In class exercise (netimpact.org
and blog.feedspot.com)
8. Proposal and Report  Errors reports and proposal  Understanding effective ways to Dr. Ruchi Tewari
Writing  Ideal reports and proposal write business reports and
1st August 2019 - Class discussion proposals
- PPT
9. Generating  Case Study 2 (Continued)  Generating different Dr. Reena Shah
Perspectives  Exercise – Heart Donors perspectives and critically
evaluating them.
3rd August 2019 - Case discussion  Deriving at a conclusion with
- Exercise suitable justification.
10. Taking a Stance  Case Study 3 – Handout  Responding appropriately in Dr. Reena Shah
- Handout –Tips on Analytical different scenarios. - Individual Assignment
9th August 2019 Writing  Strengthening analytical thinking to be submitted within
and writing. a two to three days

11. Report Writing  Class discussion Dr. Ruchi Tewari

Continued - Report
Writing Assignment
13th August 2019

12. Presentations  Presentations  Building an effective and Dr. Ruchi Tewari

Strategic PPT
14th August 2019  Sorting information
 Strategic Placement of the
information
13. Validating  PPT (based on the examples  General feedback based on Dr. Reena Shah
sorted in evaluation) performance.
17th August 2019

14. Presentations Presentation Dr. Ruchi Tewari

19th August 2019

15. Presentations Presentation Dr. Ruchi Tewari

21st August 2019

16. Presentations Presentation and Wrapping up Dr. Ruchi Tewari

22nd August 2019

Evaluation Components in Details:-

Name of the
component Marks Faculty Individual Group

Ruchi
Quiz 1 10 Tewari 10
Report writing in
response to a Ruchi
proposal 20 Tewari 20
Ruchi
Blog Writing 20 Tewari 20
Case Analysis Essay
(Visiting Faculty) 20 VF 20
Poster Making
(Visiting Faculty) 10 VF 10
Ruchi
Presentation 20 Tewari 10 10