Unit: Management Communication Assessment: Executive Summary

Unit: Management Communication

Assessment: Executive Summary

Document design: Memo Format

Weight: 20%

Word count: 500

References: Harvard style

Due date: 20th March 2018

 

Assessment task 1 (weighting = 20%)

Your boss is keen to understand the challenges and opportunities that technology has brought to corporate communication. She has asked you to prepare an executive summary giving an outline of how different communications technologies are impacting on the way we communicate at work.

Please follow these guidelines to complete the assessment:

1. Read the article by Argenti, P 2006, ‘How Technology Has Influenced the Field of Corporate Communication, Journal of Business and Technical Communication, vol. 20, no. 3, pp. 357 – 370 (I have attached the article, please go through it)
2. Engage in research to find two other articles (academic journal and/or industry journal) related to the impact of technology on corporate communication. Use search engines such as Google Scholar to do your research.
3. Print and read all articles and complete the Article Analysis Form (I have attached the article analysis form, please fill it out) for each of the three articles.
4. After carefully reading the three articles, draft a two-page Executive Summary (synopsis) using the format of an Executive Summary memo. According to The American Heritage Dictionary of the English Language, 4th Ed, (2000), the word synopsis is defined as “A brief outline . . . a summary.”
5. Identify three themes that relate to the purpose of the memo (how different communications technologies are impacting on the way we communicate at work) to form the structure for the body of your work. Examples of themes could be: mobile work-from-home; unified communications; and closer collaborations) Support for each theme must come from at least TWO of your THREE sources. Use one quotation in each section from one of your three sources.
6. Each theme requires a heading which should be clearly, logically and accurately labelled since headings reveal the organisation of the paper and permit quick reference to specific information. They also make the paper easy to read.
7. Write the two-page Executive Summary in a plain serif (e.g. Times New Roman) or sans (e.g. Arial) font. A serif font is easier to read. Suggested sizes are 12 for the text and 14 for the headings. Double or 1.5 space. Put page numbers in line with the right margin at the bottom of each page. The Reference List must be on the third (seperate) page.
8. You will need to use Harvard style to document your sources within the text and in the Reference List.

9. Refer to the Marking Criteria Guide and Marking Rubric located down below.

PRIOS/CDT brief (covered in lecture and tutorials) for Assessment 1:

1. Purpose: To identify how different communications technologies are impacting on the way we communicate at work.
2. Reader: Your boss (who is keen to understand more the challenges and opportunities of technology on corporate communication).
3. Information: Three (3) articles.
4. Organisation: Direct order format.
5. Style: Formal.
6. Channel choice: Written document.
7. Document design: Memo format.

 

Sample of Assessment

To: Fictitious Boss (Name)

From: You, Communication Department

Date:

Subject: 

 Introduction [Do not write as heading ] = One paragraph

Prompt > Because you asked me

Method > I have conducted secondary research

Purpose/objective > To help our company better understand the challenges and opportunities that technology has brought to corporate communication

Thesis/focus > The aim is to [decide on thesis > a summary of the argument you’ll make in the rest of your paper.

Blueprint/roadmap > Identify the order in which you will discuss the three headings. These 3 headings form the structure for the body of your work.

THE THESIS AND THE THREE BLUEPRINT POINTS MUST BE BACKED UP BY THREE SOURCES THAT YOU HAVE READ > ARGENTI IS ONE OF THESE. THE THREE READINGS MUST HAVE A SIMILAR VIEW OF THE CHALLENGES AND OPPORTUNITIES TECHNOLOGY HAS BROUGHT TO CORPORATE COMMUNICTION (THE SOURCES OF YOUR THESIS) AND MUST CONTAIN SIMILAR CONTENT (THE SOURCES FOR YOUR BLUEPRINT).

Body> take your 3 blueprint points as your 3 headings [Do not write this heading]

E.g.> Heading 1> Engage with customers  on social media platforms

Find support for this idea from at least TWO of your THREE sources. Use one quotation in this section from one of your three sources. Make sure you reference the quotation correctly and include a page number for the quotation.

Under TWO more headings, make another important point. Find support for this idea from at least TWO of your THREE sources. Use one quotation in this section from one of your three sources. Make sure you reference the quotation correctly and include a page number for the quotation.

Conclusion [Do not write this heading]

Start > As seen above, we need to > then repeat your thesis

This we will do by > then repeat your blueprint

Polite close > If you need any further help, please feel free to contact me on …

 

New page, include your reference list

References > middle of page

Argenti, >  etc.

 

Do not list/use more than your three sources.

ATTACH THE ANALYSIS FORMS AT THE END OF YOUR ASSESSMENT TASK.

 

Marking criteria/weighting

 

Evaluation criteria	Task	Weight
1. Format, Introduction, & Conclusion	Is the memo format used fully and appropriately? Does the introduction, body and conclusion contain all the identifying features ? Are the elements of the introductory and concluding paragraphs clear, relevant and informative?	20%
Purpose & Audience	Has the student understood the task and covered the key points? Does the response adequately address the topic and task? Does this document take into account the needs of the audience? Does this document provide adequate information for the reader? Does the writer thoroughly address any potential questions from the reader?	15%
Credibility	Is the student able to convince the reader that they are knowledgeable about the topic? Are claims backed up? Sources cited? Are sources reliable and authoritative? Does the student understand the proper attribution rules? Do the appearance, accuracy and clarity of the writing give credibility?	20%
Referencing	Has the SCU Harvard reference style been used? Does every source have: The name of the author(s) The full title; and Complete publication information? Are sources cited in the body of the paper and in the reference list at the end of the paper? Are the right model citations used?	15%
Readability	Is there a clear structure to the response? Do the paragraphs contain one main idea that is explored using relevant evidence? Is there cohesion between sentences? Are internal headings clear and informative and enhance the readability for the audience?	15%
Language	Is there a range of vocabulary? Are sentences grammatically correct? Are sentences accurate and complete? Has a spell check been used? Is spelling accurate?	15%

 

 

Criteria	High Distinction 85 to 100 %	Distinction 75 to 84 %	Credit 65 to 74 %	Pass 50 to 64 %	Fail 0 to 49 %
Format, Introduction, & Conclusion Weight 20.00%	Memo format is used fully and appropriately. Elements of the Introductory and Concluding paragraphs are clear, relevant and informative.	Memo format is used appropriately. Elements of the Introductory and Concluding paragraphs are clear, relevant and informative. There may be some minor inconsistencies.	Memo format is used. Most elements of the Introductory and Concluding paragraphs are clear, relevant and informative.	Memo format is used. Some elements of the introductory and/or Concluding paragraphs may be clear, relevant and informative.	Memo format may not be used. Elements of the introductory and/or Concluding paragraphs may be missing and/or irrelevant, and/or unclear.
Purpose & Audience Weight 15.00%	The purpose of the assessment is fully addressed, and main ideas are fully appropriate for the audience.	The purpose of the assessment is sufficiently addressed, and main ideas are appropriate for the audience.	The purpose of the assessment is addressed, and most main ideas are appropriate for the audience.	The purpose of the assessment is adequately addressed, and some main ideas are appropriate for the audience.	The purpose of the assessment is not adequately addressed, and main ideas are inappropriate for the audience.
Credibility Weight 20.00%	SCU Harvard in-text and end-of-text referencing is fully accurate and consistent throughout. Quotes are used accurately and appropriately	Main ideas are clearly and sufficiently supported using required article (see assessment details) and 2 other reliable and appropriate sources. However, there are minor inconsistencies. Credibility is enhanced by sufficient and appropriate Paraphrasing, Quoting, Synthesising, and Referencing.	Most main ideas are supported using required article (see assessment details) and 2 other sources. However, some may be unclear and/or insufficient. Credibility is often enhanced by appropriate Paraphrasing, Quoting, Synthesising, and Referencing.	Some main ideas are supported using required article (see assessment details) and 2 other sources, but main ideas often lack clarity and/or support, or may lack relevance for the audience. Credibility may be lacking as a result of missing and/or inadequate Paraphrasing, Quoting, Synthesising, and Referencing.	Main ideas are not supported using the required article (see assessment details) and 2 other articles, and main ideas lack relevance for the audience. Credibility may be lacking as a result of missing and/or inadequate Paraphrasing, Quoting, Synthesising, and Referencing.

 

 

Criteria	High Distinction 85 to 100 %	Distinction 75 to 84 %	Credit 65 to 74 %	Pass 50 to 64 %	Fail 0 to 49 %
Referencing Weight 15.00%	SCU Harvard in-text and end-of-text referencing is fully accurate and consistent throughout. Quotes are used accurately and appropriately throughout.	SCU Harvard in-text and end-of-text referencing is accurate and consistent. Quotes are used accurately and appropriately, although minor errors may occur.	SCU Harvard in-text and end-of-text referencing is mostly accurate and consistent. Quotes may be used too often and/or may be used inappropriately. There may be some evidence of plagiarism.	SCU Harvard in-text and end-of-text referencing is often faulty, and/or missing, and/or poorly marked in paragraphs. Quotes may be used too often and/or may be used inappropriately. There may be evidence of plagiarism and/or poor paraphrasing.	No or very little SCU Harvard in-text and end-of-text referencing used. If used it is mostly inaccurate and/or inadequate. There may be significant evidence of plagiarism.
Readability Weight 15.00%	Each paragraph has one clear main idea and is logically organised. Cohesion between sentences is fully acceptable. Internal headings are clear and informative and enhance the readability for the audience.	Each paragraph has one clear main idea and are logically organised Cohesion between sentences is well-managed. However, minor inconsistencies occur. Internal headings are clear and informative and enhance the readability for the audience, although there may be minor inconsistencies.	Paragraphing is adequate. However, the main idea, and/or organisation and/or cohesion is sometimes faulty and/or unclear. Internal headings are adequate, but could be clearer, and/or more informative, and/or more frequent to enhance readability for the audience.	Paragraphing may be missing or inappropriate. Organisation and/or cohesion are often faulty and/or unclear. Internal headings are often inadequate, and/or unclear, and/or uninformative for the audience.	Paragraphing, organisation, and cohesion are inadequate and cause strain for the audience. Internal headings are missing or do very little to enhance readability for the audience.
Language Weight 15.00%	A wide range of vocabulary is used accurately and is used appropriately (for audience); spelling is accurate throughout. A wide range of grammatical structures used accurately and appropriately. Punctuation is accurate.	A range of vocabulary is used accurately and is used appropriately (for audience); minor spelling errors. A range of grammatical structures are appropriately used; some minor errors, (incl. punctuation errors).	Vocabulary is generally adequate and accurate, and is used appropriately (for audience), some spelling errors.	Vocabulary is adequate but is sometimes used inaccurately and/or inappropriately (for audience), and spelling errors may occur. Grammatical structures lack accuracy, and errors (incl. punctuation errors) impede communication.	Vocabulary is often inadequate, inappropriate (for audience) and inaccurate; words often incorrect or incorrectly used; substantial spelling errors. Grammatical structures lack accuracy, and errors (incl. punctuation errors) strain communication.

 

 

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