I. Introduction II. Internal Communication III. External Communication IV. Follow Up
MGT 550 Final Project Guidelines and Rubric Overview The final project for this course is the creati on of a strategic communication case study. Effective communication skills are critical to success in almost all managerial positions. Several challenges exist surrounding the creation and implementation of effective communications both internally (inside organizations between individuals and groups) and externally (outside organizat ions with markets, partners, and other third parties). Technology, change, and the various needs of stakeholders are just a few of the concerns that impac t business communications. This course is designed to help you communicate effectively in a variety of business settings with both internal and external stakeholders. Effective communication is a necessary tool for managing people and organizations. In this project, you will enhance your skills and knowledge of techniques in various communications to lead change, develop and maintain relationships, and address sources of conflict through effective communications tied to organizational goals and core visions. Through the devel opment of a strategic communication case study , you wi ll gain comprehensive, hands -on experience in evaluating and constructing communications that inform, persuade, and influence intended audiences in order to achieve strategic goals. Using the provided case study, you will identify issues tha t must be addressed from an organizational perspective. Additionally, you will make informed decisions regarding what actions to take, paying particular attention to ap propriateness of communications and mediums, as well as evaluating effectiveness. To access the final project case study, “ Research in Motion: Sincerely, a RIM Employee (A) ,” refer to the MGT -550 Textbook/Case Study Bundle mentioned in the syllabus. The project is divided into three milestones , which will be submitted at various points throughout the course to scaffold learning and e nsure quality final submissions. These milestones will be submitted in Modules Three, Five, and Seven. The final product will be submitted in Module Nine. In this assignment, you will demonstrate your mastery of the following course outcomes: Differenti ate appropriate communication strategies that address a variety of audiences Generate clear communication materials that promote strategic goals Develop communications using change management principles for supporting employee development Determine strategies to assess the reception of communication for informing appropriate next steps Analyze sources of conflict for determining appropriate communication response techniques for internal and external stakehold ers Prompt Your strategic comm unication case study should answer the following prompt: What messages should be communicated in response to the presented iss ue, who are the target audiences of the messages, and how will the messages be delivered? Additionally, how will you evaluate the effectiveness of your communication decisions in order to inform future decision making? Specifically, the following critical elements must be addressed: I. Introduction A. Establish context for your paper by summarizing the important details of the case and outlining the specific pr oblem(s) that you will address. B. In response to the presented issue, define clear and specific communication goals . Who are your target audiences and what do you w ant to accomplish with your commu nication? II. Internal Communication A. Determine the medium(s) that you will use to deliver your message and expl ain how you made this decision. B. Define the target audience of your internal communication. Include key factors and any cultural factors about thi s audience that you considered. C. Craft the message that you will communicate internally and explain what change management principles you considere d when developing this message. D. Explain how you considered the personal needs and development of emp loyees when creating messaging. E. Explain what considerations are being made in order to offer continuous support to employ ees through the change process. F. Identify potential sources of conflict that may arise as a result of your interna l communication. Consider th e message you are communicating as well as the medium(s) used. III. External Communication A. Determine the medium(s) that you will use to deliver your message and expl ain how you made this decision. B. Define the target audience of your external communication. Include key factors and any cultural factors about thi s audience that you considered. C. Craft the message that you will communicate externally and defend how the message promotes the organization’s strategic goals. D. Identify potential sources of conflict that may arise as a result of your external communication. Consider the message you are communicating, as well as the medium(s) used. IV. Follow U p A. Explain how your message and delivery decisions align with the mission, vision, and goals of the organization. B. Describe how you will monitor and measure how the information was received and interpreted by your internal audience. C. Describe how you will monitor and measure how the information was received and interpreted by your external audience . D. Explain how you will document the lessons learned from your communication plan to inform future decision making. What would you have done differently? Milestones Milestone One : Draft of Introduction In Module Three, you will submit a draft of the introduction to your case study. Define the problem you identified in the case and begin to develop a plan to address the problem using internal and external communications. Furthermore, prioritize the first steps in the process of add ressing the problem a nd set goals for your communication. This milestone is graded with the Milestone One Rubric. Milestone Two : Draft of Internal Communication In Module Five, you will submit a draft of your internal communication. Craft the in ternal message that you will use to address the problem you identified in the case study provided. In doing so, you will specify the mediums you will use to deliver the message, explain why these mediums are important, and outline the target audience. Furthermore, you will explain how you factored in the personal needs and development of employees when creating messaging, including the considerations being made to support employees through the change process that will be implemented to address the problem. Finally, identify potential sources of conflict that may arise as a result of your external communication. Consider th e message you are communicating as well as the medium(s) used. This milestone is graded with the Milestone Two Rubric. Milestone Three : Draft of External Communicati on In Module Seven, you will submit a draft of your external communication. Craft the ex ternal message that you will use to address the problem you identified in the case study provided. In doing so, you will specify the mediums you wil l use to deliver th e message, explain why these mediums are important, and outline the target audience. Furthermore, you will explain how the message promotes the organization’s strategic goals. Finally, iden tify potential sources of conflict that may arise as a result of yo ur external communication. Consider the message you are communicating as well as the medium(s) used. This milestone is graded with the Milestone Three Rubric. Final Submission : Strategic Communication Case Study In Module Nine, you will submit your strat egic communication case study . It should be a complete, polished artifact containing all of the critical elements of the final project. It should reflect the incorporation of feedback gained throughout the course. This submission will be graded using the F inal Project Rubric. Deliverables Milestone Deliverable Module Due Grading 1 Draft of Introduction Three Graded separately; Milestone One Rubric 2 Draft of Internal Communication Five Graded separately; Milestone Two Rubric 3 Draft of External Communication Seven Graded separately; Milestone Three Rubric Final Submission: Strategic Communication Case Study Nine Graded separately; Final Project Rubric Final Project Rubric Guidelines for Submission: Your strategic communication case study should be 12 to 15 pages in length , depending on the complexity of the crafted communications and the robustness of the research and analysis. Do not simply copy and paste from previous milestones; edit a nd revise for coh esiveness. Use one -inch margins and 12 -point Times New Roman font. A dhere to the latest edition of APA formatting. Critical Elements Exemplary (100% ) Proficient (90% ) Needs Improvement (70% ) Not Evident (0%) Value Introduction: Context Meets “Proficient” criteria and response demonstrates an advanced ability to extract a thorough and accurate case summary from a narrative Summarizes the important details of the case and outlines the specific problem(s) that will be addressed Summarizes the important details of the case and outlines the specific pr oblem(s) that will be addressed but summary is curso ry or missing important details or problems outlined are vague or illogical Does not summarize the important details o f the case and outlin e the s pecific problems that will be addressed 6.33 Introduction:Communication Goals Meets “Proficient” criteria and response demonstrates a complex grasp of how to effectively communicate to a target audience Defines clear and specific communication goals in response to the presented issue Defines communication goals but goals are vague or unclear or lack connections to the presented issue Does not define communication goals 6.33 Internal Communication: Medium(s) Meets “Proficient” criteria and explanation demonstrates a keen insight into the use of communication mediums for the promotion of strategic goals Determines the medium(s) that will be used to deliver message and explains how this decision was made Determines the medium(s) that will be used to deliv er message but does not exp lain how this decision was made or explanation is cursory or illogical Does not determine the medium(s) that will be used to deliver message 4.75 Internal Communication: Audience Meets “Proficient” criteria and response demonstrates a nuanced understanding of key considerations when defining a target audience Defines the target audience of internal communication, including key factors and any cultural factors that were considered Defines the target aud ience of internal communication but definition is vague or key factors and cultural factors are missing Does not define the target audience of internal communication 6.33 Internal Communication: Message Meets “Proficient” criteria and explanation demonstrates a sophisticated awareness of how use change management principles to support employees Crafts internal message and explains change management principles that were considered in its development Craft s internal message and explains change management principles that wer e considered in its development but message lacks cogent connections to change management principles Does not craft an internal message and explain change management principles that were considered in its development 6.33 Internal Communication: Needs and Development Meets “Proficient” criteria and explanation provides keen insight into employee needs and development Explains how the personal needs and development of employees were considered when creating messaging Explains how the personal needs and development of employees were con sidered when creating messaging but explanation is illogical or lacks cogent connections between the needs and development of the employees and the mess aging Does not explain how the personal needs and development of employees were considered when creating messaging 6.33 Internal Communication: Support Meets “Proficient” criteria and explanation demonstrates a nuanced understanding of using change management princ iples to support employee needs Explains what considerations are being made to offer continuous support to employees through the change process Explains what considerations are being made to offer continuous support to emplo yees through the change process but explanation does not reference internal communications or considerations are illogical Does not explain what considerations are being made to offer continuous support to employees through the change process 6.33 Internal Communication: Conflict Meets “Proficient” criteria and response makes cogent connections between communication methods and/or messages and potential conflicts Identifies potential sources of conflict as a result of the communication Identifies potential sources of conflict a s a result of the communication but response is illogical or does not consider the messaging and the mediums used Does not identify potential sourc es of conflict as a result of the communication 6.33 External Communication: Medium(s ) Meets “Proficient” criteria and determination demonstrates a keen insight into the use of communication mediums for the promotion of strategic goals Determines the medium(s) that will be used to deliver message and explains how this decision was made Determines the medium(s) that will be used to deliver message but does not exp lain how this decision was made or explanation is cursory or illogical Does not determine the medium(s) that will be used to deliver message 4.75 External Communication: Audien ce Meets “Proficient” criteria and response demonstrates a nuanced understanding of key considerations when defining a target audience Defines the target audience of external communication, including key factors and any cultural factors that were considered Defines the target aud ience of internal communication but definition is vague or key factors and cultural factors are missing Does not define the target audience of interna l communication 6.33 External Communication: Message Meets “Proficient” criteria and defense demonstrates a sophisticated awareness of how external communications can be used to promote strategic goals Crafts external communication message and defends how message promotes organization’s strategic goals Crafts external communication message and defends how message promotes organization’s strategic goals but defense lacks cogent connections to the message or strategic goal promotion is illogical Does not craft external communication message 4.75 External Communication: Conflict Meets “Proficient” criteria and response makes cogent connections between communication methods and/or messages and potential conflicts Identifies potential sources of conflict as a result of the communication Identifies potential sources of conflict a s a result of the communication b ut response is illogical or does not consider the messaging and the mediums used Does not identify potential sourc es of conflict as a result of the communication 6.33 Follow Up: Mission, Vision, and Goals Meets “Proficient” criteria and explanation makes cogent connections between delivery decisions and the promotion of strategic goals Explains how message and del ivery decisions align with the mission, vision, and goals of the organization Explains how message and delivery decisions align with the mission, vision , and goals of the organization but explanation is cursory or illogical or lacks cogent connections betw een the message and the mission, vision, and goals of the organization Does not explain how the message and delivery decisions align with the mission, vision, and goals of the organization 4.75 Follow Up:
Monitor and Measure Internal Meets “Proficient” criteria and description demonstrates a sophisticated awareness of the nuances of message receptions and interpretation Describes how to monitor and measure how the information was received and interpreted by the internal audience Descri bes how to monitor and measure how the information was received and inter preted by the internal audience but description is cursory or methods are illogical Does not describe how to monitor and measure how the information was received and interpreted by the internal audience 6.33 Follow Up:
Monitor and Measure External Meets “Proficient” criteria and description demonstrates keen insight into the reception of communication strategies Describes how to monitor and measure how the information was received and interpreted by the external audience Describes how to monitor and measure how the information was received and inter preted by the external audience but description is cursory or methods are illogical Does not describe how to monitor and measure how th e information was received and interpreted by the external audience 6.33 Follow Up: Lessons Learned Meets “Proficient” criteria and description demonstrates keen insight into the reception of communication strategies Explains how to document the lessons le arned to inform future decision making, including what to do differently Explains how to document the lessons learned to info rm future decision making but documentation strategies are cursory or illogical , or do es not include to do differently Does not explain how to document the lessons learned 6.33 Articulation of Response Submission is free of errors related to citations, grammar, spelling, syntax, and organization and is prese nted in a professional and easy -to-read format Submission has no major errors related to citations, grammar, spelling, syntax, or organization Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas 5.04 Total 100%
