Metropolitan College of New York MBA in Media · PDF fileAction A Media Venture A Media Venture Media Product/ Service Values 2 ... Multimedia Industry, Design and Production; and

Metropolitan College of New York MBA in Media Management Purpose II Handbook

Copyright © 2008 Metropolitan College of New York 1

Contents PURPOSE Producing A Media Venture/Constructive Action® 3 VALUES Contract Negotiations & Drafting 4 SELF & OTHERS Organizational Behavior & New Directions in Media Management 7 SYSTEMS I Publishing Industries 11 SYSTEMS II Multimedia Industry and E-Commerce 14 SKILLS Multimedia Design & Production 18 COMMUNICATIONS Management Information Systems 21 Working Outline for Constructive Action 25 Program Overview



One Year / 51 Credit MBA Program: Media Management 17 Credits Per Semester Dimension Classes: Credit Allocation Purpose I II III Constructive 4 Planning: Producing: Marketing: A Action A Media Venture A Media Venture Media Product/ Service Values 2 Entertainment Contract Media, Culture, & Ethics Law Negotiations and Society & Drafting Self & 2 Media Economics Organizational International Others Finance Behavior & New Business + Directions in Study Away Media Mgmt Systems 2 Broadcast, Publishing Music Industry Cable & Related Industries Telecommunication Industries 2 Film Industry Multimedia Industry Performing & and E-Commerce Fine Arts Industries Skills: 3 Accounting for Multimedia Industry Com Arts & Technical Entertainment Design & Production Entertainment and Com Arts Marketing, PR & Industries Promotions Skills: 2 Entrepreneurship MIS Corporate & Strategic Communication & Business Communications Planning



PURPOSE II

IMPLEMENTATION

PURPOSE SEMINAR In their second semester, students review their media venture research; based on their study of media

needs, they will now attempt to actualize their respective media-related venture.

Students will implement their respective business plans for creating a needed media related product

or service. Students state their goals and objectives, and answer the question, "how will their media ventures

meet the needs of a given media industry with its customer/client base?" They will learn how to maintain a

record of progress in the form of logs, process recordings, etc., with an evaluation of each recorded event to

facilitate revision of objectives and strategies when necessary. Students will analyze the effectiveness of

their strategies, drawing on feedback from mentors, supervisors, and other significant participants as well as

from knowledge acquired from each dimension class. Academic Content in the liberal arts, social sciences,

business and law relate to the concepts issues and technical skills required to schedule, coordinate, control

and implement projects successfully. Among the areas covered are: Contract Drafting and Negotiation;

Media Culture and Society; The Film Industry; Multimedia Industry, Design and Production; and

Management Information Systems.

CONSTRUCTIVE ACTION

The goal of Purpose II Constructive Action is the same for all students: Implementation of their

business plan. During the implementation-actualization phase, students are expected to set into motion their

media ventures. Students enact strategies based on the goals and objectives of their respective media man-

agement business plans. They monitor and evaluate the outcomes of implementation, revising, adding,

deleting or adjusting strategies as needed. All students will create a web site as part of their Constructive

Action.

PURPOSE II



VALUES & ETHICS:

CONTRACT NEGOTIATIONS & DRAFTING Students learn how to negotiate and draft legal agreements based on the varying needs, responsibilities, moral perspectives and ethical obligations arising in common media business situations. Students, through research and negotiation, find solutions and draft appropriate legal documents by grasping each problem's business reality and objectives, identifying pertinent legal doctrines, deciding on necessary steps to present and solve representative issues. Groups of students will be assigned to represent opposing interests and negotiate agreements after exchanging initial drafts, for example, one group representing the rights of an artists vs. an in-house counsel group representing a record or publishing company. Students will then have the opportunity to draft real agreements based on the particular media venture they have undertaken. ABILITIES 1) Students are expected to understand the value issues inherent in contractual obligations, conflict

resolution and negotiation in the various communication industries and to understand the types of agreements and contracts necessary for prudent and profitable employment and operation within a specific entertainment industry context.

2) Students are also expected to be able to research, negotiate and draft equitable agreements for all

parties involved. TOPICS Contractual Relations in Entertainment and related Communications Industries Contract Negotiation and Drafting: Rights, Warranties, Indemnifications Rights Acquisition & Copyrights in Entertainment Properties Labor Laws and Collective Bargaining; Unions and Union Contracts Personal Service Contracts: Talent Agreements: Personal Manager, Agent, Actor/Performer, Screen Writer/Composer, Producer & Director Agreements. Motion Picture Distribution Agreements, Licensing Films for TV syndication International Co-productions, Financing Agreements Merchandising Agreements Interference with Contract and Inducements to Breach or Termination; Availability and Types of Injunctive Relief Contract Disputes and Remediation REQUIRED TEXTS Fisher & Ury. Getting to Yes: Negotiating Agreements Without Giving In. 2nd Ed. Penguin, 1991.



Miller, Roger LeRoy and Gaylor A. Jentz. Business Law Today, Comprehensive Edition, 7th edition. CA: West, 2006. ALSO RECOMMENDED Halloran, Mark. The Musician's Business and Legal Guide. NJ: Prentice Hall, 1991. Litwak, Mark. Dealmaking in the Film and Television Industry: From Negotiations to Final Contracts. LA: Silman-James Press/Samuel French, 1994. _____ Contracts for the Film and Television Industry. LA: Silman-James Press/Samuel French, 1994. Muller, Peter. Show Business Law: Motion Pictures, Television, Video. NY: Quorum Books, 1991. Teply, Larry. Legal Negotiation in a Nutshell. Minn: West Pub. Co., 1992. SELECTED BIBLIOGRAPHY Ayitah, P.S. An Introduction to the Law of Contract, 5th ed. NY: Oxford University Press, 1995. Battle, C.W. The Patent Guide: A Friendly Guide to Protecting and Profiting from Patents. NY: Allworth Press, 1997. Beiderman, Donald, et al. Law and Business of the Entertainment Industries, 2nd ed. NY: Praeger, 1992. Breglio. John. Negotiating Contracts in the Entertainment Industry. NY: Law Journals Seminar Press, a Division of New York Law Publishing Co., 1986. Craver, Charles. Effective Legal Negotiation and Settlement, 2nd ed. VA: Richie Co., 1993. Farber, Donald, ed. Entertainment Industry Contract 4 volumes NY: Matthew Bender, 1986. Farnsworth, E. Contracts. Boston: Little, Brown & Co., 1982. Fisher, Roger. Beyond Miachevelli. NY: Penguin, 1996. Fisher, Roger. Getting to Yes: Negotiating Agreement Without Giving In, 2nd ed. Boston: Houghton Mifflin, 1991. ________ Getting Together - Building a Relationship That Gets to Yes. Boston: Houghton Mifflin, 1988. Frederick, William. Values, Nature and Culture in the American Corporation. NY: Oxford University Press, 1995. Friedman, Jane. Contract Remedies. Minn: West Pub. Co., 1981. Gauthier, David. Moral Dealing: Contact, Ethics and Reason. NY: Cornell University Press, 1990. Gifford's Legal Negotiation -Theory and Application. Minn: West Pub. Co., 1989. Gould, J. Sutherland. The Negotiator's Problem Solver. NY: Wiley, 1986. Jandt, Fred. Win-Win Negotiating: Turning Conflict into Agreement. NY: Wiley, 1985. Kremeniulk, Viktor. International Negotiation: Analysis, Approaches, Issues. San Francisco: Jossey-Bass Pub., 1991. Kublin, Michael. International Negotiations: A Primer for American Professionals. NY: International Business Press, 1995. Lewicki, Roy et al. Negotiation, 2nd ed. IL: Irwin, 1994. ________Negotiation: Readings, Exercises & Cases, 2nd ed. IL: Irwin, 1994. Miller, Rodger and Gaylord Jentz. Business Law Today, Comprehensive Edition, 5th Edition. Thompson, 1999. Miller, Rodger and Gaylord Jentz. Business Law Today, The Essentials, 6th Edition. Thompson, 2002. Nierenberg, Gerard. The Complete Negotiator. NY: Nierenberg & Zeif Pub., 1986. Rossum Ralph & G. Tarr. American Constitutional Law, Vols. 1 & 2. 4th ed. NY: St. Martins Press, 1995. Schaber, George. Contracts, 2nd ed. Minn: West Pub. Co, 1984. Sunshine, R. Negotiating for International Development: A Practitioner's Handbook. Boston: M. Nijhoff, 1990. Wilson, L. The Copyright Guide: A Friendly Guide for Protecting and Profiting from Copyrights. NY:

Allworth Press, 2000. Wilson, Lee. Making it in the Music Business: The Business and Legal Guide for Songwriters and

Performers. Allworth Press, 1999.



Wilson, L. The Trademark Guide: A Friendly Guide for Protecting and Profiting form Trademarks. NY: Allworth Press, 1998.

Wincor, Richard. Rights Contracts in the Communications Media, 2nd ed. NY: Law & Business, 1982.



PURPOSE II

SELF & OTHERS:

ORGANIZATIONAL BEHAVIOR AND NEW DIRECTIONS IN

MEDIA MANAGEMENT OVERVIEW This course stresses both conceptual and experiential approaches to the study of the innovative and adaptive capabilities of organizations by first looking at major theories of corporate culture, organizational structure, and human behavior in organizational contexts and then applying the study of management principles and organizational analysis specifically to media industry structure and behavior. A broad spectrum of actual media management case studies will be used to demonstrate both effective and ineffective approaches and strategies for dealing with organizational problems and opportunities. ABILITIES Students are expected to: 1) Understand the concepts and principles of media management.

2) Understand the changing nature of media industry structure, production, distribution and promotion.

3) Analyze media industry behavior relative to suppliers, competitors, employees and consumers.

4) Understand how media executives can best use and develop their company resources and how media

companies can best position themselves for effective future development. TOPICS Key Functions of Media Leaders and Managers. Media Industries & Firms Structure, Development, Revenue Patterns and Audiences Effective Organizational Design and Structure: Quantitative and Qualitative Research Techniques for Studying Organizational Behavior and Management Practice Motivation, Perception and Learning Negotiation and Conflict Resolution Planning and Control Leadership and Managerial Styles Systems Approach; Behavioral Approach Goal Setting and Decision Making Job Design and Performance Assessment, Feedback & Rewards Group and Intergroup Dynamics Organizational Power and Politics, Managing Change and Organizational Development



REQUIRED TEXT Lacey, Stephen. A. Sohn & J. L. Wicks. Media Management: A Casebook Approach, 3rd Edition. NJ: Lawrence Erlbaum Associates: 2004. JOURNALS MediaWeek Journal of Small Business Management ALSO RECOMMENDED Lavine, John & Daniel Wackman. Managing Media Organizations: Effective Leadership of the Media. NY: Longman, 1988. Robbins, Stephen. Organizational Behavior: Concepts, Controversies & Applications 6/e. NJ: Prentice Hall, 1993. Schuler, Randall & Vandra Huber. Personnel & Human Resource Management 5/e. NY: West Publishing, 1993. SELECTED BIBLOGRAPHY Adizes, Ichak. Corporate Lifecycles: How and Why Corporations Grow & Die and What to Do About It. NJ: Prentice Hall, 1988. Albrecht, Terrance & Betsy Bach. Communication in Complex Organizations. NY: Harcourt Brace, 1997. Alvesson, M. Cultural Perspectives on Organizations. NY: Cambridge University Press, 1993. Argyris, Chris. Strategy, Change and Defensive Routines. Boston: Pitman, 1985. Amiran Eyal & John Unsworth. Essays in Postmodern Culture. NY: Oxford University Press, 1993. Banner, David K. Designing Effective Organizations: Traditional & Transformal Views. Thousand Oaks,

CA: Sage, 1995. Benedelti, Paul & Nancy Dehay. On McLuhan. MA: MIT Press, 1997. Boone, Louise & Donald Bowen, eds. The Great Writings in Management and Organizational Behavior. NY: Random House, 1987. Bowditch, James. A Primer on Organizational Behavior 2/e. NY: Wiley, 1990. Byrnes, William. Management and the Arts. Boston: Focal Press, 1993. Casey, Catherine. Work, Self, and Society: After Industrialism. NY: Routledge, 1995. Collins, David. Organizational Change: Sociological Perspectives. NY: Routledge, 1998. Costin, Harry. Readings in Total Quality Management. NY: Harcourt Brace, 1994. Cox, Taylor. Cultural Diversity in Organizations: Theory, Research, Practice. San Francisco: Berrett-Koehler, 1993. Deal, Terrence. Managing the Hidden Organization. NY: Warner, 1994. DeSenc, Carmine. The Comedy Market. NY: Perigees, 1996. Diamond, Michael. The Unconscious Life of Organizations: Interpreting Organizational Identity. Conn: Quorum Books, 1993. Domhoff, William & Thomas Dye, eds. Power Elites and Organizations. CA: Sage, 1986. Driver, Michael. The Dynamic Decisionmaker: Five Decision Styles for Executive and Business Success. NY: Harper & Row, 1990. DuBrin, Andrew. Contemporary Applied Management: Behavioral Science Techniques for Managers and Professionals 2/e. Texas: Business Publications, 1985. Fink, Conrad. Strategic Newspaper Management. MA: Allyn & Bacon, 1996. French, Wendell, et al. Organizational Development and Transformation: Managing Effective Change



4/e. Il: Irwin, 1994. Gayeski, Diane. Corporate Communications Management. MA: Focal Press, 1993. Guillen, Mauro F. Models of Management: Work Authority and Organization in a Comparative Perspective.

Chicago, IL: University of Chicago Press, 1994. Handy, Charles. Gods of Management. Hannon, Michael. Organizational Ecology. MA: Harvard University Press, 1989. Harris, Richard. A Cognitive Psychology of Mass. NJ: Lawrence Erlbaum Associates, 1999. Harrison, Michael. Diagnosing Organizations: Methods, Models and Processes. CA: Sage, 1987. Hart, Andrew. Understanding the Media: A Practical Guide. London: Routledge, 1991. Hollway, Wendy. Work Psychology & Organizational Behavior: Managing the Individual at Work. CA: Sage, 1991. Hoover Guide to Media Companies. Austin, TX: Hoover Business Press, 1996. Kennedy, Marilyn. Powerbase: How to Build It; How to Keep It. NY: Macmillan, 1984. Kets de Vries, Manfred. Organizational Paradoxes: Clinical Approaches to Management. London: Routledge, 1995. Lavine, Michael. Business Information: How to Find It, How to Use it. Phoenix: Oryx Press, 1987. Law, John. Organizing Modernity. Cambridge, MA: Blackwell, 1994. Leavitt, Harold, et al. Readings in Managerial Psychology. Chicago: University of Chicago Press, 1989. Marlow, Eugene. Managing Corporate Media. NY: Knowledge Industry, 1989. Marshall, Edward M. Transforming the way we work: the power of the collaborative workplace. NY:

American Management Association, 1995. Martin, Patricia. The Social Environment: Open Systems Applications. NY: Longman, 1989. Merry, Uri. The Neurotic Behavior of Organizations. NY: Gestalt Institute of Cleveland Press/ Gardener Press, 1987. Messaris, Paul. Visual Literacy. Boulder, CO: Westview Press, 1994. Misumu, J. The Behavioral Science of Leadership. Ann Arbor: University of Michigan Press, 1985. Modern Organizations: Administrative Theory in Contemporary Society. Westport, CT: Praeger, 1994. Narayan, V.K. & Raghu Nath. Organization Theory: A Strategic Approach. Il: Irwin, 1993. Nord, Walter. Implementing Routine and Radical Innovations. MA: Lexington Books, 1986. Organizational Sociology. Brookfield, VT: Dartmouth, 1994. Paulik & Dennis. Demystlying Media Technology. Pfeffer, Jeffrey. Managing with Power: Politics and Influence in Organizations. MA: Harvard Business School Press, 1992. Pfeffer, Jeffrey. New Directions for Organization Theory: Problems and Prospects. NY: Oxford University

Press, 1997. Pfeiffer, Raymond & Ralph Forsberg. Ethics on the Job: Cases & Strategies. CA: Wadsworth, 1993. Roberts, Karlene. New Challenges to Understanding Organizations. NY: Macmillan, 1993. Robey, Dan & Carol Sales. Designing Organizations 4/e. IL: Irwin, 1994. Scott, Richard W. Institutions and Organizations. Thousand Oaks, CA: Sage, 1995. Scott, Richard W. Institutional Environments and Organizations: Structural Complexity and Individualism.

Thousand Oaks, CA: Sage, 1994. Severin, W. J. & J. W. Tankard, Jr. Communication Theories: Origins, Methods and Uses in Mass Media 3/e. NY: Longman, 1992. Stern, Laurence. Stage Management, 5th ed. Swezey, Robert & Eduardo Salas. Teams: Their Training and Performance. NJ: Ablex, 1992. Tsoukas, Haridimos. New Thinking in Organizational Behavior: From Social Engineering to Reflexive Action. Oxford: Butterworth-Heinemann, 1994. Turiansky, Bobbie. Individuals in Groups and Organizations. Thousand Oaks, CA: Sage, 1998. Wallace, William McDonald. Postmodern Management: the emerging partnership between employees and

stockholders. Westpost, CT: Quorum Books, 1998. Weiss, Alan. Managing for Peak Performance: A Guide to Power and Pitfalls of Personal Style. NY: Harper & Row, 1989.



Wilson, Clint & Felix Gutierrez. Minorities and the Media. CA: Sage, 1985. Wimmer, R. & J. Dominick. Mass Media Research, 3/e. CA: Wadsworth, 1991. World Radio & Television Handbook, 2001 Ed. WRTH.



PURPOSE II

SYSTEMS I:

PUBLISHING INDUSTRIES Books, magazines and newspapers play a pivotal and in many instances crucial role in the intellectual, cultural and educational life of a nation. While publishers are critical to the transmission of knowledge and perform invaluable gate keeping functions, they are also business executives who have an obligation to three clearly related communities: their stockholders, their readers and society. This course will cover the fundamentals of the publishing industry, the magazine industry, the newspaper industry, and new trends in online publishing. Students will study the cultural and commercial imperatives, responsibilities and practices of successful publishing management. ABILITIES Students are expected to: 1) Understand the nature, scope and roles of book, magazine, newspaper and online publishing industry

practice.

2) Provide historical and future oriented perspectives on publishing industry content, audiences and operation.

3) Clarify and encourage students to adopt those management principles, which will contribute to successful editorial, advertising, business, production and circulation in each respective publishing arena.

TOPICS Characteristics of the U.S. Book Industry U.S. Title Output, Book Categories, and Channels of Distribution Mergers, Acquisitions and the Development of the Modern Book Company Book Publishing Business Operations, Practices and Procedures. Editors, Book Acquisitions and Editorial Practices and Procedures Marketing Practices and Procedures Consumer Book Purchasing Patterns Overview of Magazine Publishing The Business of Magazine Publishing Typical Magazine Structure Launching a Magazine International Publishing Publishers and their Magazines Editorial Principles and Practices Circulation Principles Advertising Sales Magazine Production and Production Technologies The Nature and Scope of the Newspaper Industry The Role of Newspapers as Products and Institutions Operations of a Newspaper: Editorial,



Advertising, Circulation Technology and Labor Issues Contemporary Editorial and Management Problems and Issues Legal and Regulatory Concerns The Changing World of Publishing Electronic and Multimedia Issues REQUIRED TEXTS Sumner, David and Shirrel Rhoades. Magazines: A Complete Guide to the Industry. MA: Peter Lang, 2006. Mogel, Leonard. The Newspaper: Everything you Need to Know to Make it in the Newspaper Business. PA: Graphic Arts Technical Foundation, 2000. Woll, Thomas. Publishing for Profit: Successful Bottom-Line Management for Book Publishers, 3rd Ed. MA: Fisher Books, 2006. JOURNALS Wired SELECTED BIBILOGRAPHY Bailey Jr., Herbert S. The Art and Science of Book Publishing. Ohio: Ohio University Press, 1990. Baldasty, Gerald J. E.W. Scripps and the Business of Newspapers. Illinois: University of Illinois Press,

1999. Blanco, J. The Complete Guide to Book Publicity. NY: Allworth Press, 2000. Cardoza, Avery. The Complete Guide to Successful Publishing. NY: Cardoza Publishing, 1998. Cole, D. The Complete Guide to Book Marketing. NY: Allworth Press, 1999. Curtis, Richard. This Business of Publishing: An Insider’s View of Current Trends and Tactics. NY:

Allworth Press, 1998 Epstein, Jason. Book Business: Publishing: Past, Present, and Future. NY: WW. Norton & Company,

2001. Felsenthal, Carol. Power, Privilege, and the Post: The Katharine Graham Story. NY: Seven Stories Press,

1999. Greco, Albert. The Book Publishing Industry. MA: Allyn & Bacon, 1996. Johnson, Sammye and Patricia Prijatel. The Magazine from Cover to Cover: Inside a Dynamic Industry.

NY: McGraw Hill, 2000. Kirsch, Jonathan. Kirsch’s Guide to the Book Contract: For Authors, Publishers, Editors and Agents. CA:

Acrobat Books, 1998. _____________. Kirsch’s Handbook of Publishing Law. CA: Acrobat Books, 1996 Kobak, James B. How to Start a Magazine. New York: M. Evans & Co., 2002. Mogel, Leonard. The Newspaper: Everything You Need to Know to Make it in the Newspaper Business.

PA: Graphic Arts Technical Foundation, 2000. _____________. The Magazine: Everything you Need to Know to Make it in the Magazine Business. PA:

Graphic Arts Technical Foundation, 2001. Monti, Ralph and Jon Wadell. Career Opportunities in Magazine Publishing: The Ultimate Guide to

Succeeding in the Business. IL: Independent Publishers Group, 1998. Patterson, Benton Rain and Coleman E.P. Patterson. The Editor in Chief: A Practical Management Guide

for Magazine Editors. Iowa: Iowa State University Press, 1997.



Roberts, Gene, Thomas Kunkel, and Charles Layton. Leaving Readers Behind: The Age of Corporate Newspapering. AR: University of Arkansas Press, 2001.

Schiffrin, Andre. The Business of Books: How the International Conglomerates Took Over Publishing and Changed the Way we Read. NY: Verso Books, 2000.

Schudson, Michael. Discovering the News: A Social History of American Newspapers. NY: Basic Books, 1978. Smith, Datus. A Guide to Book Publishing. Seatttle: University of Washington Press, 1989. Suzzane, Claudia, Carol Amato, and Thelma Sansoucie. This Business of Books: A Complete Overview of

the Industry from Concept Through Sales. CA: Wambtac, 1996. Woodard, Cheryl. Starting and Running a Successful Newsletter or Magazine. CA: Nolo Press, 1998.



PURPOSE II

SYSTEMS II:

MULTIMEDIA INDUSTRY AND E-COMMERCE From a business perspective, e-commerce applies technology to the automation of business transactions and work flows; while from a service perspective it is a tool that allows firms, customers and management to cut service costs while improving the quality of goods and speed of delivery. Electric commerce provides the capability of buying and selling products and information on the internet and other online services. This course will introduce students to the evolution, products and practices of Multimedia, provide an overview of how different industries use multimedia (publishing, film, television, advertising, education, recreation, etc.) information, products, services and payments using telephone lines and computer networks ABILITIES Students are expected to: 1) Understand the development of multimedia and E-commerce as a field unto itself. 2) Understand how various industries use and benefit from multimedia products and services. 3) Understand the components, linkages, and dynamics of internet business models and strategies and

be able to successfully select, manage and evaluate e-commerce opportunities; internet business models and tools; and multimedia products and services.

TOPICS Multimedia Industry Overview Cultural & Historical Roots of New Media History of Electronic Commerce Electronic Commerce Industry Structure The Information Superhighway Multimedia content and network publishing Types of Electronic Commerce- Inter and Intra organizational electronic commerce Business to Business Electronic Commerce The Internet and Access Provider Industry Internet Business Models and Strategy Valuing and Financing the Internet Startup World wide Web – Concepts and Technology History and Applications WWW & E-Commerce Interactive web applications Software development tools Firewalls and Transaction Security Electronic Payment Systems Electronic Commerce and Banking



Electronic Commerce and Retailing Intranets Intranets and Supply-Chain Management Intranets and Customer Asset Management Intranets and Manufacturing Intranets and Corporate Finance REQUIRED TEXTS Mohammed, Rafia A. et al. Internet Marketing: Building Advantage in a Networked Economy, 2nd Ed. NY: McGraw Hill, 2003. Also Recommended: Tapscott, Don The Digital Economy. NY: McGraw-Hill, 1996. SELECTED BIBLIOGRAPHY Angell, David and Brent Heslop. The Internet Business Companion. NY: Addison-Wesley, 1995. Blueprint to the Digital Economy: Creating Wealth in the Era of E-Business. NY: McGraw-Hill, 1998. Chesher, Michael. Electronic Commerce and Business Communications. NY: Springer, 1998. Clark, Carol. The Wired Society. NY: Harcourt Brace, 1999. Collin, Simon. Business-to-Business Bible:Work The Web NY: John Wiley and Sons 2000. Cook, David & Deborah Sellay. Launching a Business on the Web. NY: Que Corp., 1995. Coyle, Diane. The Weightless World-Strategies for Managing the Digital Economy. MA: MIT Press, 1997. Dearn, Damon. Mutlimedia on the Internet. CA: Sybex, 1996. Davis, Stanley M. Blur: The Speed of Change in the Connected Economy. MA: Addison-Wesley, 1998. Downes, Larry & Mui Chunka. Unleashing the Killer App: Digital Strategies for Market Dominance. MA: Harvard Business School Press:2000 Dreifus, Shirley. Business International's Global Management Desk Reference. NY: McGraw Hill, 1992. Elderbrock, David & Nitin Borwanker. Building Successful Internet Business. MA: IDG Books, 1996. El Sawy, Omar A. Redesigning Enterprise Processes for E-Business. IA: McGraw-Hill, 2001. Evans, Phillip and Thomas S. Wurster. Blown to Bits: How the New Economics of Information Transforms

Strategy. Boston, MA: Harvard Business School Press, 2000. Felman, Ellen & Curtis Poole. The Digital Producer Getting It Done with Computer-Based Tools. Woburn,

MA: Focal Press, 1999. Gralla, Preston. How the Internet Works, Millennium Ed. 6th ed. NY: Macmillan, 2002. Gutterman, Alan S. The Professional’s Guide to Doing Business on the Internet. San Diego, CA: Harcourt

Brace, 1999. Harcourt, W. Creating New Cultures in Cyberspace. NY: St. Martin’s Press. Heath, Steve. Multimedia and Communications Technology, 2nd ed. Woburn, MA: Focal Press, 1999. Heywood, I. & B. Sandywell. Interpreting Visual Culture: Explorations in the Hermeneutics of the Visual.

NY: Routledge, 1998. Hill, Kevin A. Cyberpolitics: Citizen Activism in the Age of the Internet. Lanham, MD: Rowman & Little

Field, 1998. Hofsttetter, Fred. Internet Literacy, NY: McGraw-Hill, 1998. Internet Dreams: Archetypes, Myths, and Metaphors. Cambridge, MA: MIT Press, 1996. Internet Policies and Issues. NY: Nova Science, 1999. Johnson, Steven. Interface Culture. NY: Basic Books, 1997. Jones, Glenn. Cyberschools. CO: Jones Digital Century Inc. Jones, S. Cybersociety 2.0: Revisiting Computer-mediated Communication and Community.CA: Sage

Publications, 1998. Jones, S.G. Virtual Culture: Identity and Communication in Cybersociety. CA: Sage Publications, 1997.



Judson, Bruce. Hyperwars: Eleven Strategies for Survival and Profit in the Era of Online Business. NY: Scribner, 1999.

Kahin, Brian and James H. Keller. Coordinating the Internet. Cambridge, MA: MIT Press, 1997. Kalakota, Ravi. E-Business: Roadmap for Success. Reading, MA: Addison-Wesley, 1999. Kalakota, Ravi & D. Robinson. E-Business. MA: Addison Wesley Longman, 1999. Kalakota, Ravi & Andrew Whinston. Readings in Electronic Commerce. NY: Addison-Wesley, 1997. Kalakota, Ravi & A. Ehinston. Frontiers of Electronic Commerce. NY: Addison-Wesley, 1996. Kindem, Gorham & Robert Musburger. Introduction to Media Production from Analog to Digital. Woburn,

MA: Focal Press, 1997. Korper, Stefano. The E-Commerce Book: Building the E-Empire. San Diego, CA: Academic Press, 2000. Kroker, Arthur & Marilouise. Digital Delirium. NY: St. Martin’s Press, 1997. Leebaert, Derek. The Future of the Electronic Marketplace. MA: MIT Press, 1999. Levinson, Paul. The Soft Edge. MA: MIT, 1996. Lowry, Joseph et al. Netrepreneur: The Dimensions of transferring your Business Model to the Internet. Indiana: Que Publishers, 1998. Lunenfield, Peter. The Digital Dialectic. MA: MIT Press, 1999. Maloy, Timothy. The Internet Research Guide. NY: Allworth Press, 1999 Maloy, Timothy. The Writer’s Internet Handbook. NY: Allworth Press, 1997 Martin, Chuck. The Digital Estate: Strategies for Competing, Surviving, and Thriving in an Internetworked World. NY: McGraw-Hill, 1997. Martin, Shannon. Bits, Bytes, and Big Brother: Federal Information Control in the Technological Age .CT: Praeger, 1995. Moser, Mary Ann. Immersed in Technology: Art & Virtual Environment. MA: MIT, 1996. Palframan,Diane. Developing the Global Information Society. NY: The Conference Board, 1995. Peterson, Robert. Electronic Marketing and The Consumer.CA : Sage Publications, 1997. Price, Robert W. E-Business, 1st ed. Annual Editions. IA: McGraw-Hill, 2001. Ray, William B. FCC: The Ups and Downs of Radio-TV Regulation. IA: State University Press, 1990. Richardson, Paul. Internet Marketing: Readings and Online Resources. IA: McGraw-Hill, 2001. Ricks, David A. Blunders in International Business. MA: Blackwell Business, 1993. Romm, Celia T. Doing Business Electronically: A Global Perspective of Electronic Commerce. NY: Springer 1998 Sapronov, Walter. Telecommunications: Law, Regulation, and Policy . CT: Ablex Pub. Corp.,1998. Schwart, Evan, Webonomics: Nine Essential Principles. NY: Broadway Books, 1997. Sebastian, Liane. Electronic Design and Publishing: Business Practices, 2nd ed. NY: Allworth Press, 1995 Settler Craig. Cybermarketing. CA: Ziff-Davis Press, 1995. Shapiro, Andrew. The Control Revolution: The Internet. NY: A Century Foundation Books. Shields, R. Cultures of Internet. CA: Sage Publications, 1996. Shiva, V.A. The Internet Publicity Guide: How to maximize Your Marketing and Promotion in Cyberspace. Siebel, Thomas. Cyber Rules: Rules for Excellency at E-Business. NY: Doubleday, 1999. Smedinghoff, Thomas J. The Software Publishers Association Legal Guide to Multimedia. NY:Addison Wesley, 1985. Smith, F. Leslie. Electronic Media and Government: The Regulation of Wireless and Wired Mass

Communication in the United States. NY : Longman Publishers, 1995. Solomons, Tony. The Avid Digital Editing Room Handbook, 2nd ed. CA: Silman-James Press 1995 Strate, Lance, et al., Communication and Cyberspace: Social Interaction in an Electronic Environment. N.J.

Hampton Press, 1996. The Future of the Electronic Market Place. Cambridge, MA: MIT Press, 1998. Vallee, Danielle. Leading Your Business into the Future with the Internet. Boca Raton, FL: St. Lucie Press,

1999. Wallace, Jonathan D. Sex Laws and Cyberspace: Freedom and Censorship on the Frontiers of the Online

Revolution, 1st ed. NY: Holt and Company, 1997.



Windham, L. Dead Ahead: The Web Dilemma and the New Rules of Business. NY: Allworth Press, 1999.



PURPOSE II

SKILLS:

MULTIMEDIA DESIGN & PRODUCTION The course develops core concepts and practical skills in web/multimedia design and production. Practical experience is offered in project planning and development, including design, production, prototyping, testing, and publishing. Students will understand the web/multimedia design & production process and will be able to apply software skills and techniques taught to create their own online projects. ABILITIES Students are expected to: 1) Understand the various web/multimedia tools available for digital content creation. 2) Develop and produce online multimedia presentation / website. 3) Apply acquired techniques and project planning skills to an efficient design & production workflow. TOPICS Concepts of Web/Multimedia Understanding the Web Environment Internet/Intranet/World Wide Web technologies Information Architecture Navigational Structures Interface Design Web File Formats and Naming Conventions Visual Design and Image Manipulation for the Internet HTML Programming Dreamweaver Adobe Premier Video and Audio Formats for the Web Visual Interactivity with Javascript Flash Animation and Interaction Embedding multimedia elements into websites Web/Multimedia Project Planning REQUIRED TEXT Musciano, Chuck & Kennedy, Bill. HTML & XHTML: The Definitive Guide. 6th ed MA: O'Reilly & Associates, Inc., 2007. Weinman, Lynda. Designing Web Graphics .4. IN: New Riders, 2003.



JOURNALS Web Techniques Communication Arts Wired SELECTED BIBLIOGRAPHY Bailey, James. After Thought: The Computer Challenge to Human Intelligence. NY: Basic Books, 1996. Baumgardt, Michael. Adobe Photoshop 7 Web Design: With Golive 6. CA: Adobe Press, 2002. Brown, John Seely. The Social Life of Information. MA: Harvard Business School Press, 2000.Burns, Joe. Web Site Design Goodies. IN: Que, 2001. Cato, John. User Centered Web Design. NY: Addison Wesley, 2001. Cloninger, Curt. Fresh Styles for Web Designers: Eye Candy from the Underground. NJ: Pearson Education, 2001. Cohen, Luanne Seymour. Design Essentials. CA: Adobe Press, 1999. Cubitt, Sean. Digital Aesthetics. CA: Sage Publication, 1998. Duyne, Douglas. The Design of Sites: Patterns, Principles, and Processes for Crafting a Customer-Centered Web Experience. MA: Addison Wesley Professional, 2002. Fogg, B.J. Persuasive Technolog. CA: Morgan Kaufmann, 2002. Fuller, Floyd. Getting Started with Electronic Commerce. NY: Dryden Press, 2000. Gaunlett, David. Web Studies: Rewiring Media Studies for the Digital Age. UK: Edward Arnold, 2000. Graham, Lisa. Principles of Interactive Design. NY: Delmar Publishers, 1998. Gralla, Preston. How the Internet Works. IN: Que, 2001 Garrand Timothy. Writing for Multimedia and the Web. MA: Focal Press, 2000. Heinle, Nick & Pena, Bill. Designing with JavaScript, 2nd Edition. MA: O’Reilly & Associates, Inc., 2001. Heller. S. Design Literacy. NY: Allworth Press, 1999. Heron, M. Stock Photography Business Forms: Everything you need to succeed in Stock Photography. NY: Allworth Press, 1997. Hofstetter, Fred Y. Multimedia Literacy, 3rd Edition. NY: McGraw-Hill, 2000. Kentie, Peter. Web Design Tools and Techniques, 2nd Edition. CA: Macromedia Press, 2001. Krug, Steve & Black, Roger. Don’t Make Me Think. A Common Sense Approach to Web Usability. IN: Que, 2000. Maloy, T.K. The Internet Research Guide. NY: Allworth Press, 1999. Maran, Ruth. HTML: Your Visual Blueprint for Designing Effective Web Sites. NJ: John Wiley & Sons, 2000. Mack, Steve. Streaming Media Bible. NJ: John Wiley & Sons, 2002 Meyer, Eric. Eric Meyer on CSS: Mastering the Language of Web Design. IN: New Riders Publishing, 2002. Mott, Harry. Motion Graphics Essentials. CA: Peachpit Press, 2002. Musciano, Chuck & Kennedy, Bill. HTML & XHTML: The Definitive Guide. MA: O'Reilly & Associates, Inc., 2000. Nielsen, Jakob & Tahir, Marie. Homepage Usability: 50 Websites Deconstructed. IN: New Riders Publishing, 2001 Nielsen, Jakob. Designing Web Usability: The Practice of Simplicity. IN: New Rider Publishing, 2000. Preece, Jennifer. Interaction Design. NJ: John Wiley & Sons, 2002. Quiller, Stephen. Color Choices: Making Color Sense out of Color Theory. London: Watson-Guptill Publications, Inc., 2002. Raskin, Jef. The Humane Interface: New Directions for Designing Interactive Systems. MA: Addison-Wesley Pub Co, 2000. Rey, Chrissy. Macromedia Flash MX: Training from the Source. CA: Macromedia Press, 2002.

http://www.peachpit.com/books/catalog/71970.html



Rosenblatt, William & Mooney, Stephen & Trippe, William. Digital Rights Management: Business and Technology. NY: Hungry Minds, 2001. Rosenfeld, Louis. Information Architecture for the World Wide Web. MA: O’Reilly & Associates, Inc., 2002. Rubin, Michael. The Little Digital Video Book. CA: Macromedia Press, 2001. Samara, Timothy. Making & Breaking Grid: A Layout Design Workshop. MA: Rockport Publishers, 2003. Sparkman, D. Selling Graphic Design, 2nd ed. NY: Allworth Press, 1999. Stansberry Domenic. Labyrinths: The Art of Interactive Writing and Design, Content Development for New Media. CA: Wadsworth Publishing, 1997. Wagstaff, Sean. Animation on the Web. CA: Peachpit Press, 1998. Watson. Richard et al. Electronic Commerce. NY: Dryden Press, 2000. Wilde, Judith & Richard. Visual Literacy: A Conceptual Approach to Graphic Problem Solving. NY: Watson-Guptill Pubns, 2000

http://www.amazon.com/exec/obidos/tg/detail/-/0534519482/qid=1048354064/sr=1-3/ref=sr_1_3/002-7165840-6274468?v=glance&s=books

http://www.amazon.com/exec/obidos/tg/detail/-/0534519482/qid=1048354064/sr=1-3/ref=sr_1_3/002-7165840-6274468?v=glance&s=books



PURPOSE II

COMMUNICATIONS:

MANAGEMENT INFORMATION SYSTEMS This course focuses on information systems, system components and properties, and types of information knowledge useful to end-users in order to show how information technology can contribute to individual and organizational effectiveness. The course will combine theoretical, managerial, and hands-on approaches to the study of computers and information technologies for problem solving and decision making in media management environments. Students will work with standard managerial applications software packages including DOS, spreadsheet applications, database management, etc. as well as specific software available for media production and management. ABILITIES 1) To understand the operational and strategic uses of computers and computer networks in organizations, 2) To be able to analyze system inter-relations, information flows, transaction processing, and applications of database management. 3) To know how to select appropriate information processing tools and services for media industry

management and product production. TOPICS Computer Industry Structure & Information Services Fundamentals of Information Systems: System Concepts, Components, Resources, & Activities; Computer Hardware and Software Information Systems in Business Management: Office Automation; Communications; Marketing; Manufacturing; Human Resource, Accounting; Finance; Operations, and Management Decision Support Database Management; Database Services and Navigation Tools Telecommunications: Major Trends, Concepts, Applications & Technical Alternatives in The Information Superhighway Broadbent Networks, Digitization Integrated Services Intelligent Networks The TV/CD/VCR/PC/Cablephone of the Future Consumer & Business Videotext and AudioText Future Directions in Personal & Business Management Computing REQUIRED TEXT



Laudon, Kenneth C and Laudon, Jane. Management Information Systems: Managing the Digital Firm.9th Ed. NJ: Prentice Hall PTR, 2005. JOURNALS Wired Information Week Communications Week SELECTED BIBLIOGRAPHY Andersen, Peter et al, eds. The Computer as Medium. Cambridge: Cambridge University Press, 1993. Arbib, Michael. Computers and the Cybernetic Society. NY: Harcourt Brace Jovanovich, 1984. Boar. Bernard. Practical Steps for Aligning Information Technology with Business Strategies: How to

Achieve a Competitive Advantage. NY: Wiley, 1994. Burrus, Daniel and Roger Gittines. Technotrends. NY: HarperCollins, 1993. Czitrom, D. Media and the American Mind: From Morse to McLuhan. Chapel Hill: University of North Carolina Press, 1982. Cleve, Bastain. Film Production Management. MA: Focal Press, 1994. Daellenbach, Hans. Systems and Decision Making: A Management Science Approach. Chichester: J. Wiley & Sons, 1994. Dordick, H. & G. Wang. The Information Society, A Retrospective View. CA: Sage, 1993. Deutsch, D. The Fabric of Reality. NY: Penguin, 1997. Feenberg, Andrew & Alastair Hannay. Technology & the Politics of Knowledge. Bloomington, Indiana, 1995. Flood, Robert. Creative Problem Solving: Total Systems Intervention. NY: Wiley, 1991. Forester, Tom. The Information Technology Revolution. MA: MIT Press, 1985. Gates, Richard. Production Management for Film and Video. MA: Focal Press, 1992. Gould, F. J. Introductory Management Science, 3rd ed. NJ: Prentice Hall, 1991. Harasim, Linda. Global Networks: Computers and International Communication. MA: MIT Press, 1993. Hayen, Roger. Software Tools for Business: An Information Systems Approach. NY: Wiley, 1994. Helsel, Sandra & Judith Roth, eds. Virtual Reality: Theory, Practice and Promise. CT: Meckler, 1991. Hicks, James. Management Information Systems: A User's Approach. Minn: West Pub. Co., 1993. Holsinger, Erik. How Music and Computers Work. CA: Ziff-Davis, 1994. Ihde, Dan. Technology and the Life Work. Bloomington, Indiana, 1990. Khosrowpour, Mehdi. Information Technologies and Organizations: Challenges of New Technologies. PA: Idea Group Pub., 1994. Kroenke, David. Management Information Systems, 2nd ed. NY: McGraw-Hill, 1992. Leebaert, Derek. Technology 2001. The Future of Computing and Computers. MA: MIT Press, 1992. Lucas, John. Information Systems Concepts for Management, 4th ed. NY: McGraw-Hill, 1990. Martin, E.W. Managing Information Technology: What Managers Need to Know. NY: MacMillan, 1994. O'Brien, James. Introduction to Information Systems, 7th ed. IL: Irwin, 1994. Parker, Charles. Management Information Systems: Strategy and Action. NY: McGraw-Hill, 1993. Perrolle, J. Computers and Social Change: Information, Property and Power. CA: Wadsworth, 1987. Ritchin, Fred. In Our Own Image: The Coming Revolution in Photography: How Computer Technology is Changing Our View of the World. CDNY: Aperature, 1990. Rowe, S. Business Telecommunications. NY: Macmillan, 1991 Rushkoff, Douglas. Cyberia. NY: Harper San Francisco, 1994. Schultesis, Robert. Management Information Systems: A Manager's View, 2nd ed. IL: Irwin, 1992.



Schutzer. Daniel. Business Decisions With Computers: New Trends in Technology. NY: Van Nostrand Reinhold, 1991. Singleton, Ralph. Movie Production and Budget Forms - Instantly. CA: Lone Eagle, 1994. _____ Film Scheduling or How Long It will Take to Shoot Your Movie, 2nd ed. CA: Lone Eagle, 1995. Thierauf, Robert. Effective Management and Evaluation of Information Technology. CT: Quorum Books, 1994. _________. New Directions in MIS Management: A Guide for the 1990s. CT: Quorum, 1988. Wessells, M. G. Computer, Self and Society. NJ: Prentice Hall, 1990. Williams, F. Technology and Communication Behavior. CA: Wadsworth, 1987. Wolk, Stuart. Legal Aspects of Computer Use. NJ: Prentice Hall, 1986. FILM at Lone Eagle Publishers, Los Angeles Collaborator Final Draft Filmworks-Scheduling Filmworks-Budgeting Movie Magic-Breakdown and Scheduling (Screenplay Systems) Movie Magic-Budgeting Writer's Computer Store, California (1 800 272-8927) For Writing: Scriptware for Dos (Cinovation) Final Draft (MacToolkit) Scriptor (Screenplay Systems) Dramatica (Screenplay Systems) Storyline Pro (Truby Software) Collaborator II (Collaborator Systems) For Production: Storyboard Quick (PowerProduction Software) Mac & Windows Storyboard Artist Mac Turbo Budget for DOS (Quantum Films) Turbo AD for DOS (production scheduling) Virtus WalkThrough Pro (Virtus) MacToolKit Script Breakdown & Scheduling MacToolKit Budgeting MULTIMEDIA Macromedia Director ADOBE Photoshop Wordprocessing Wordperfect 6.1 Desktop Publishing Framemaker Quark Express



Spreadsheet Lotus 1-2-3 Excel Database Management Paradox Presentation Powerpoint (Microsoft) Astound



Working Outline for Constructive Action Documentation Overview Producing a written documentation of your Constructive Action is a separate endeavor from carrying out the Constructive Action itself. The process of Constructive Action is described in the earlier sections: "Constructive Action: An Overview" and "Purpose." This section provides you with specific guidelines for the documentation of your efforts. This documentation covers: 1. Presentation of the Abstract 2. Exploratory Phase 3. Planning Phase 4. Background Research 5. Implementation Phase 6. Final Assessment Phase 7. Formatting Your Constructive Action Document 1. Presentation of the Abstract Although this section appears first; it is completed at the END of your Constructive Action. It includes a brief overview of the Purpose, your own objectives and why chosen, and what you learned and accomplished. The Final Abstract (1 page, typed, single-spaced) is composed of three parts: * Part I— Purpose: What is the Constructive Action and how does it relate to the Purpose of this Semester? Background: What was the need for the Constructive Action? Part II— Objectives and Methodology: What was the goal? What were the objectives? What were the

methods and strategies employed? Part III— Conclusions: Assessment of the outcomes. What will be the follow-up? * Begin with a topic statement: A one paragraph summary of the who, what, when, where, why of the

Constructive Action. This statement will eventually become the first paragraph of your abstract. Formulate or state your short-term goal.

* Each student will be implementing several components of his or her business plan. Each student is

required to do a web site and include the rationale for it.



2. Exploratory Phase After you have written your topic statement, proceed to your Work Setting , Situation and Needs Analyses. A. Analysis of Work Setting An analysis of the work setting takes these factors into account: 1) Design of the work area; 2) How design influences (promotes or impedes) communications, work flow, and

morale; 3) How design reflects job status, job function, and department/company policy or

philosophy. B. Analysis of the Situation or Problem Description An analysis of the situation takes these factors into account: Part I: 1) A description of the industry in which your company operates; 2) An overview of your company, its products, services, structure, philosophy,

and goals; Part II: 3) A description of your department/function; 4) Your formal job description and role in the department. 5) An extensive description of the problem or circumstances; use examples and

illustrations which have motivated this undertaking. The basic questions to be answered by A and B, then, are: — What is the environment in which you work? What is its physical setting? What are

its professional and psychological conditions? — How does your environment and/or your position in it support or limit your Purpose or

opportunity to act and to develop professionally? — What values are communicated through non-verbal channels (e.g. use of space, size

and placement of objects, desks, etc.)? Your analysis of the setting and situation in which you currently find yourself provides your starting

point. There should be a "match" between what you want to work on and the nature of your work, your department, people on the job, etc.



Setting and situation provide the relevant ground-rules and opportunities for your plan, and the factors, which may constrain your actions (i.e. limiting factors or variables).

C. Need or Opportunity: Solution Statement Analysis This section contains the rationale and analysis of a solution to be undertaken as related to the Purpose

to be achieved. This need also should apply to your own professional development. Resolving the need should benefit

yourself and significant others and contribute to productivity on the job. The Need, Opportunity or Situation Analysis should include (but need not be limited to): 1. A description of the solution you will be undertaking; 2. A rationale for why this solution at this time. 3. What abilities from your Dimensions classes will you need for implementing your

analysis, solutions and plan of action? 3. Planning Phase — Goal Statement and Plan of Action A. Statement of short and long-term goals. B. The Plan of Action consists of a four section chart: 1) The goal(s) of the Constructive Action (short term—by the end of this term;

long term—the next goal to follow from the short term goal); 2) Proposed objectives (expected results, both task and learning); 3) Strategies (how to get there); 4) Evaluation criteria (how will you know you got there). A blank chart is included at the end of this outline.



Goals – Your goals should be appropriate to the Purpose performance area. – The Short Term Goal: what you hope to have achieved by the end of the Semester. – The Long Term Goal: the goal to follow from your short-term goal. Set a realistic time frame

as part of your long-term goal statement. Objectives In this section, you write the specific, short- term objectives, which you hope to accomplish during this

Semester. These objectives should be as specific as possible in terms of obviously measurable changes. The objectives should be related to: — The Purpose to be achieved, — The analysis of the needs and setting in which you currently work, and

— The support of your long-term development. —

It may be helpful to write objectives for each dimension, depending on your goals. Strategies/Actions These are the actions you will take to reach your objectives for the Purpose: 1. List each action you will take. There should be at least one strategy for each objective.

These actions should be as concrete and practical as possible. You may also suggest alternative strategies or multiple strategies for any one objective.

2. Analyze resources and constraints relevant to the accomplishment of each strategy.

Decide whether you want to include organizational or external resources. Do you want to include your self-assessment of skills and abilities? Areas for development? Other?

3. After you are at your midpoint assessment phase, ask yourself if you want to change

any strategies and implement new one. Evaluation Plan Describe the criteria or benchmarks to be used to monitor progress toward achieving goals and

objectives during the Semester; that is, how exactly you will know a) whether or not your strategies have succeeded and b) that these strategies will help you meet your objectives. Also describe the methods to be used for determining whether these criteria have been met.

There should be at least one measure for each objective and each strategy. Measures should be both

quantitative and qualitative. Evaluation criteria are part of the plan of action and are set out before you



begin to implement your plan. They may be altered if the reality of a critical incident so demands. Assessment of learning (Part III) is done after implementation.

4. Background Research Here is your opportunity to explicitly demonstrate the theoretical or conceptual underpinnings of your Constructive Action—the ways in which you have drawn upon theoretical sources and corroborative references. In applying class content to the Constructive Action process, you will have to sift and filter facts, data, theories, and hypotheses. Decide which sources, illustrations or pieces of evidence are useful towards the conceptualization, implementation and assessment of your specific Constructive Action. You may choose to write a background essay or a review of the literature on a selected topic or create an annotated bibliography of sources consulted. Targeted sources should be referenced in your document to help you: — Clarify terminology and theories, — Suggest problem solving approaches, and — Enhance analysis of learning. 5. Implementation Phase In this section of the document you will record the actual step-by-step implementing of your Constructive Action. Recording Critical Incidents In recording critical incidents, you are asked to describe specific occurrences or interactions based on the implementation of strategies which pertain to your Constructive Action. This written "log" or summary tells: what happened, how you dealt with it, and how you felt and reacted. You can analyze the challenges you encountered, and whether or not you have succeeded. A critical incident report briefly details the following information: a. When and where did it happen? b. What happened? (What did you see and hear?) c. What did you say? Do? d. Who else was involved? How did they affect the way the situation went or how you

responded? e. How did you feel? (Be specific—don't just say "good" or "bad".) f. How did it turn out? Why? When you describe what happened, be sure to give specific behaviors. Include non-verbal action(s) as well as quotations from you and any other person(s) involved. Provide sufficient information so that another reader has a clear picture of the situation or so that the situation can be role-played. You must give careful thought to what information is relevant. Select and focus on what is significant. Each specific situation is different, so no absolute rules can be given. When you reflect on your personal analysis of the incident, give your inferences, interpretations, feelings, and assumptions about the interaction. Show the relationship between what happened in the situation and understandings you have gained in your studies.



For your Constructive Action, monitor those incidents, which involve the issues and/or relationships

that are the focus of the Constructive Action. In addition, each incident should illustrate either progress or lack of progress toward the goal(s) you are working to achieve.

Logging or written monitoring is the process by which you record the development of your

Constructive Action. It cannot be rushed in the last few weeks; it must be developed over the course of the semester. The material in the recordings, when appropriately detailed, becomes a major part of your analysis. It demonstrates how well you planned and implemented your Constructive Action, and how well you were are able to integrate academic learning into "live" situations.

A chart for recording critical incidents is included at the end of this section. 6. Final Assessment Phase The final phase of the Constructive Action process provides the last major section of the written report. That is, you have researched and planned your goals and objectives, your strategies and evaluation criteria (all in relation to your needs and your current position on the job) and you have spent several weeks acting on your plans (i.e., implementing them). In the final weeks of the Semester, then, you reflect and assess what has happened, what worked and what didn't work and why, what you learned from your class readings and actions, and their applicability to the Constructive Action. A. Assessment of Goals 1. Did you achieve your short-term goal? 2. Was your goal realistic? Explain. 3. Did you reach your objectives? How do you know? 4. Which objectives were redefined, if any. Explain why? B. Assessment of Strategies 1. Which strategies worked? Why? Cite references to specific materials to support your

discussion. 2. Which strategies did not work? If any, why not? Cite references to specific materials to

support your discussion. 3. Would you use these strategies again in similar situations? C. Assessment of Overall Learning 1. Explain what you learned from this experience. What do you know that you did not

know before? 2. In what ways did the Dimension classes and their accompanying readings help you

with you to achieve your goals? In what ways were they not helpful? D. Conclusion



Write a statement of your plans for further action. 7. Formatting Your Constructive Action Document General Format/Organization—Constructive Action Document Typed, double-spaced Margins: 1 - 1 1/2 inches all around Parts of the Document Title Page Table of Contents Abstract Exploration Phase 1) Setting Analysis/Situational Analysis 2) Need/Opportunity/Solution Analysis Plan of Action 1) Goal Statement 2) Plan of Action Chart Background Research* Review of Literature Research Essays Annotated Bibliography Implementation Critical Logs Final Assessment Bibliography Appendices Appendices and Other Supporting Documentation These may include memos, letters, and/or reports relevant to the Constructive Action, as well as feedback from faculty, supervisor, peers, other company constituents, and personal assessment. * At the discretion of the Purpose Instructor, this section may be placed before the plan of action or incorporated into other sections. Background research and evidence of theoretical groundwork must appear as part of the documentation.





Plan of Action

Name: Purpose: Date Prepared: Date revised:

Short-term Constructive Action

Goal Objectives Strategies Evaluation Plan

- appropriate to Purpose of the semester - addresses Needs Analysis; - represents a logical step toward long- range goal; - Are challenging, doable.

- are observable; - are realistic within given time frame; - Are challenging

- define resources to be used, how and by whom; - describe how constraints will be handled; - Are appropriate to Needs Analysis, long- and short-range goals

- identifies evaluation of each strategy - identifies method; - Is appropriate to Needs Analysis, long and short-range goals.



Constructive Action: Record of Critical Incident

Date:

Time:

Place:

Persons Involved:

Strategy Implemented:

Content—text

Interpretation—subtext

On this side, summarize specific words, actions (verbal an non-verbal), and/or occurrences between participants. Examples: A. I: Hello, Mr. J? Supervisor: Hello, Pat. I: Could you please review this assignment with me again before I complete it? B. "K" kept playing with the papers on his desk while I talked. So I talked louder.

On this side, record your thoughts, feelings inferences, strategies, assumptions, etc. I was really nervous. My tone of voice was apologetic, but I asked for help anyway. Made me angry at being paid attention to; but later I was making him nervous because he doesn't know how to deal with the change I'm proposing.



Analysis by Dimension and Analysis by Dimension Abilities In what ways were the Dimensions involved/exhibited in this incident? What specific theories, readings, or activities from the seminars help you to understand what happened? Also, describe what specific Dimenional Abilities were involved/demonstrated in each. Do any dimensional abilities need strengthening? Explain and propose a strategy for doing so.

Purpose

Values

Self & Others

Systems



Skills

Assessment/Summary of New Understanding What do you know now that you would not have known if this incident had not taken place? Indicate if you thought the situation went well or badly. Did it help you reach your goal or objective? Why or why not? (It went well because.../It would have gone better if...)

Next Steps

Metropolitan College of New York MBA in Media · PDF fileAction A Media Venture A Media Venture Media Product/ Service Values 2 ... Multimedia Industry, Design and Production; and

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