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JOHN CABOT UNIVERSITY

COURSE CODE: "BUS 220-4"
COURSE NAME: "Business Communications"
SEMESTER & YEAR: Spring 2025
SYLLABUS

INSTRUCTOR: Michele Favorite
EMAIL: [email protected]
 HOURS: TTH 8:30 AM 9:45 AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: EN 110 with a grade of C or above
OFFICE HOURS: By appointment
COURSE DESCRIPTION:
This course trains students in the best practices of effective Business Communication, both written and oral. Class work is conducted against the backdrop of the contemporary business world and the challenges faced by businesses to be environmentally and socially responsible as well as profitable. Environment, Social and Governance issues, and their relationship to business, are analyzed at length.
SUMMARY OF COURSE CONTENT:

This course will help students enhance their understanding of the strategic role that communication plays in the business world, and how effective communication can make or break a deal, an idea, a proposal, etc. The course will analyze how communication is used to inform, motivate, facilitate change and create value in today’s rapidly evolving organizations, and how the means of communication are changing constantly.

Topical issues relating to the business world will be analyzed and will be the focus of projects and discussion. Students are expected to familiarize themselves with what's happening in the world of business and make intelligent contributions in class. To this end, they will have to read about and be able to discuss current business news. Free media subscriptions are provided to the class.

A key focus of this course is ESG, how it impacts society and the idea of sustainable capitalism.  Readings, lectures, projects relating to ESG will represent an important part of the class.   
LEARNING OUTCOMES:

Students will learn what makes written and oral business communication effective, how to think strategically about communication and achieve their aims by communicating successfully. Routine, bad news and persuasive communication will be covered in depth, both in writing and speaking.

Students will understand what makes a good story and how to craft one.

Students will use persuasion to understand how to promote themselves through resumes, cover letters and Linkedin profiles, and how to pitch their ideas in 60 seconds. 

Students will be knowledgeable of the increasing importance of ESG in business and in society and will be educated in the challenges revolving around sustainable capitalism.
TEXTBOOK:
NONE
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Participation; two unexcused absences are ok; others will be detracted from the class participation grade 10%
Assignments & Test  15%
Power Point group presentation 20%
Midterm 15%
Final Exam  20%
Resume, Cover Letter and Linkedin Profile  15%
Triggering Change Pitch 5%
   

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required f
BThis is a highly competent level of performance and directly addresses the question or problem raised. There is a demonstration of some ability to critically evaluate theory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture and reference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performance demonstrates that the student lacks a coherent grasp of the material. Important information is omitted and irrelevant points included. In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the key issues raised. Most of the material in the answer is irrelevant or insufficient.
-ATTENDANCE REQUIREMENTS:

Because so much of the course material is discussed in class, absences are a serious setback for the students who are absent and for the rest of the group. After two absences, students may be asked to leave the class.  Absences directly affect the participation grade. 
ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.
SCHEDULE

   
   
   
   
   
   
   
   
   
   
  Bus 320 Fall 2025

Week 1:

Week 1:  What PR is (and is not) and main players of the industry

Course and class introduction: What is PR? Who are the main players? What’s it like to work in PR?

 

Week 2:

Evolution of PR and Trends in the Industry

Evolution of PR, Trends, Issues and Challenges

 

Week 3: 

PR and Ethics; Trust

Make up day

What are ethics? What are the ethical challenges in the PR Industry? Codes of conduct and actual behavior

Common areas of ethical conflict. Examples of PR scandals

The Edelman Trust Barometer

 

Week 4:

Program Planning

What is a Program Plan, its components, use ad value

Class program plan exercise assignment

Assignment of class group plan

 

Week 5: 

Group Program Plan Exercise, Sustainability, Persuasion, Public Opinion

Class members delivery their program plans

Discussion of sustainability in PR, with focus on water scarcity

Persuasion and public opinion

 

Week 6:

Communication and Public Speaking; Persuasion and Public Opinion (cont’d)

Communication strategies and techniques; Public Speaking and Triggering Change

How do you motivate for the public good?

 

Week 7:  

Midterm Review and Midterm

Week 8:

Thinking out of the Box, Motivating for the Public Good

Gillian Tett and Anthro Vision

Week 9:  

Visit to the Foreign Press Association and PR Firm

Week 10:    

Triggering Change Pitch Prep

Water Scarcity, Sustainability, Persuading for the public good

Class discussion and group presentation check

 

Week 11:  The Media and Press Releases

Press release exercises

 

Week 12:  

Conflict Management; Expert Talk

Conflict Management

 

Week 13: 

Group Presentations

Group presentations delivered in class

 

Week 14:

Final exam review