MSCP 635 9040 Strategic Leadership & Management of Communications Organizations (2255) Assignments and Discussion
Unit 2 Discussion: Your New Department
Now that you’ve finished planning your new department, share your work in this discussion.
Post the following:
- Your organizational chart and related explanations,
- Your position description, and
- Your budget spreadsheet with the two tabs.
Discussion Guidelines
- Your initial substantive post should be at least 150–200 words long.
- Answer all parts of the prompt, supporting your claims with evidence and examples as needed.
- Responses to peers’ posts should be at least 50–100 words long.
- Responses to peers should advance the discussion. You might offer additional evidence/examples to support their points, share alternate perspectives, or explain the rationale for a question you pose.
- This item is worth 20 points and will be evaluated according to the MSCP Program Discussion Rubric.
Sample Discussion 2 Answer
To efficiently launch a Communications Department for Black-owned media and tech company, Blavity Inc., I would start lean with strategic hires and room to scale, if it becomes necessary. Here’s a proposed structure for a 6-person core team:
- VP of Communications (Department Head)
- Director of Public Relations & Media Strategy
- Director of Internal Communications & Culture
- Senior Social Media & Community Manager
- Content & Editorial Manager
- Communications Coordinator (Admin/junior staff)
POSITION DESCRIPTIONS
1. VP of Communications
Summary:
This role will ensure that messaging is consistent, culturally resonant, and aligned with Blavity Inc.’s mission to amplify Black voices, drive cultural impact, and support economic empowerment. The VP of Communications will report directly to the CEO and work closely with executive leadership, brand teams, and media partners.
Key Responsibilities:
- Build and execute a strategic communications roadmap that aligns with business objectives.
- Serve as the company’s spokesperson when needed, representing Blavity Inc. with clarity and integrity.
- Oversee media relations, thought leadership, internal communications, and crisis response.
- Partner with executive leadership for PR, investor visibility, and public engagement strategies.
- Manage reputation, brand consistency, and narrative development across all communication channels.
- Lead and develop a high-performing communications team.
Required Qualifications:
- 10+ years of progressive experience in communications, public relations, or media, with at least 5 years in a senior leadership role.
- Proven experience in mission-driven, media, tech, or cultural organizations.
- Exceptional written and verbal communication skills, with a demonstrated ability to manage high-stakes messaging.
- Deep understanding of Black media, tech, and culture.
Education:
- A bachelor’s degree in communications, Public Relations, Journalism, Marketing, Media Studies, or a related field is required.
- A master’s degree in strategic communications, Public Relations, Business Administration (MBA), or a related discipline is strongly preferred.
2. Director of PR & Media Strategy
Summary:
This role will lead press outreach, drive thought leadership and manage public relations campaigns that elevate the company’s voice and brands. This individual will develop and execute PR strategies that align with the mission to amplify Black voices in tech, media, and culture.
Key Responsibilities:
- Secure high-impact press features, interviews, and consistent media coverage across national, local, and niche platforms.
- Write, edit, and distribute press releases and media materials that reflect the company’s tone, vision, and impact.
- Build and maintain strong media relationships in tech, business, lifestyle, and Black-owned media outlets.
- Collaborating with executives and brands leads to elevating visibility through speaking opportunities and editorial placements.
- Monitor media trends and performance to adapt outreach strategies.
Required Qualifications:
- 7+ years of experience in public relations, media strategy, or corporate communications, preferably within tech, media, or culture-focused organizations.
- Exceptional writing, pitching, and storytelling skills.
- Demonstrated success securing earned media coverage across multiple channels.
- Strong cultural fluency in Black media, culture, and technology.
Education:
- A bachelor’s degree in Communications, Public Relations, Journalism, Media Studies, Marketing, or a related field is required.
- A master’s degree in strategic Communications, Public Relations, or a related discipline is preferred but not required.
3. Director of Internal Communications & Culture
Summary:
Aligns employee engagement with company mission through strategic internal messaging. This role is critical in ensuring that internal communications reflect Blavity Inc.’s mission, values, and commitment to diversity, equity, and inclusion. The Director will collaborate across departments, especially with HR, to foster a transparent, mission-aligned, and inclusive workplace culture.
Key Responsibilities:
- Develop and manage internal newsletters, executive town hall scripts, and other key internal communication materials.
- Collaborate with HR to support DEI initiatives, onboarding, culture programming, and change communications.
- Ensure communication strategies promote alignment, transparency, and engagement among remote and in-office employees.
- Create feedback loops to understand employee sentiment and improve communication effectiveness.
- Partner with leadership to shape and promote company culture through storytelling and strategic messaging.
Required Qualifications:
- 5–7 years of experience in internal communications, employee engagement, or HR communications.
- Demonstrated ability to craft clear, empathetic, and mission-driven internal messaging.
- Strong collaboration skills with cross-functional teams (e.g., HR, operations, executive leadership).
- Deep understanding of inclusive communication practices and workplace culture development.
Education:
- A bachelor’s degree in Communications, Human Resources, Organizational Psychology, Public Relations, or a related field is required.
- A master’s degree in Communications, Organizational Leadership, Human Resources, or a related discipline is preferred.
4. Senior Social Media & Community Manager
Summary:
This role is responsible for building authentic community connections, increasing brand visibility, and aligning content with cultural and industry trends relevant to Black audiences in tech, business, and media.
Key Responsibilities:
- Plan, create, and publish compelling content across Blavity Inc.’s brand channels, including AfroTech, 21Ninety, and Travel Noire.
- Develop social campaigns that reflect Black cultural moments, tech conversations, and audience interests.
- Monitor engagement, growth, and platform trends to refine strategy and increase performance.
- Actively engage with followers and online communities to drive conversation and brand loyalty.
- Collaborate with editorial, brand, and design teams to ensure cohesive messaging and creative execution.
Required Qualifications:
- 5+ years of experience in social media strategy, content creation, or digital community management.
- Strong understanding of platform best practices (Instagram, X/Twitter, TikTok, LinkedIn, etc.).
- Excellent writing, trendspotting, and audience engagement skills.
- Deep cultural awareness of Black communities, tech, and lifestyle media.
Education:
- A bachelor’s degree in Communications, Marketing, Digital Media, Journalism, or a related field is required.
- A master’s degree in Digital Strategy, Communications, or a related field is a plus but not required.
5. Content & Editorial Manager
Summary:
This role ensures that Blavity Inc.’s voice is clear, culturally resonant, and aligned with its mission across all written communications. The ideal candidate combines strong editorial judgment with strategic collaboration across departments.
Key Responsibilities:
- Manage the editorial calendar for internal and external communications, including newsletters, blog posts, and long-form content.
- Partner with marketing, brand, and communications teams to align messaging and maintain brand tone.
- Edit and review content to ensure accuracy, clarity, and cultural relevance.
- Support executive communications and thought leadership writing projects as needed.
- Track performance metrics for editorial campaigns and adapt strategy accordingly.
Required Qualifications:
- 3–5 years of experience in editorial, journalism, content strategy, or content marketing.
- Excellent writing, editing, and proofreading skills with strong attention to detail.
- Experience working across teams deliver consistent brand messaging.
- Familiarity with content management systems (e.g., WordPress) and analytics tools.
Education:
- A bachelor’s degree in Journalism, Communications, English, Marketing, or a related field is required.
- A master’s degree in Communications, Publishing, or Content Strategy is preferred but not required.
6. Communications Coordinator
Summary:
This entry-level role is ideal for someone passionate about media, storytelling, and culture, and eager to grow in a fast-paced, mission-driven environment. The coordinator will work closely with team members to manage logistics, reporting, and internal processes.
Key Responsibilities:
- Maintain and update press and media contact lists.
- Support scheduling for interviews, press engagements, and team meetings.
- Assist in publishing content to company blogs, social platforms, and newsletters.
- Track and report key performance indicators (KPIs) for communications efforts.
- Help prepare press kits, briefing materials, and event communications support.
Required Qualifications:
- 1–2 years of experience in a communications, media, PR, or marketing-related internship or role (can include internships, freelance, or campus media).
- Strong writing, organization, and communication skills.
- Ability to manage multiple tasks and work independently in a fast-paced environment.
- Basic familiarity with tools such as Google Workspace, Microsoft Office, and social media platforms.
Education:
- A bachelor’s degree in Communications, Public Relations, Journalism, Marketing, Media Studies, or a related field is required.
- Recent graduates or candidates with equivalent internship/work experience are encouraged to apply.
References:
Broom, G. M., & Sha, B.-L. (2013). Budgeting, Pretesting program elements, and Getting buy-in for the plan. In Cutlip & Center’s effective public relations (11th ed., pp. 276–279). Pearson.
Broom, G. M., & Sha, B. L. (2013). Cutlip & Center’s effective public relations (11th ed., pp. 151-154). Pearson.
University of Maryland Global Campus. (n.d.). Organizational budgeting. https://leocontent.umgc.edu/content/scor/uncurated/msc/2218-msc630/learning-topic-list/organizational-budgeting.html?ou=1340313
University of Maryland Global Campus. (n.d.). Basics of budgeting. https://leocontent.umgc.edu/content/scor/uncurated/msc/2218-msc630/learning-resource-list/basics-of-budgeting.html?ou=1340313
University of Maryland Global Campus. (n.d.). Organizing and staffing a strategic communications department. https://leocontent.umgc.edu/content/scor/uncurated/msc/2218-msc630/learning-topic-list/organizing-and-staffing-a-strategic-communications-department.html?ou=1340313
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Unit 3 Discussion: Your New Department Internal Communication
Once you’re finished writing your internal communication, post it for your peers to see. Sharing your internal communication provides a window into your work and gives others a chance to comment while you take a look at what they’ve created.
Now, you’re ready to make final revisions to your communications plan, proofread and revise your other documents, and submit the new department bundle to your client.
Discussion Guidelines
- Your initial substantive post should be at least 150–200 words long.
- Answer all parts of the prompt, supporting your claims with evidence and examples as needed.
- Responses to peers’ posts should be at least 50–100 words long.
- Responses to peers should advance the discussion. You might offer additional evidence/examples to support their points, share alternate perspectives, or explain the rationale for a question you pose.
- This item is worth 20 points and will be evaluated according to the MSCP Program Discussion Rubric.
Unit 3 Discusion Sample Answer
Subject: Announcing the Launch of the Blavity Communications Collective
To: All Blavity Team Members
From: Executive Leadership
Date: 12/31/2025
Re: Unifying Our Story: Introducing the Blavity Communications Collective
Dear Blavity Team,
We’re excited to announce the official launch of the Blavity Communications Collective, a new internal communications department dedicated to unifying our voice, amplifying our culture, and empowering every team member with clear, consistent messaging.
As Blavity continues to lead in culture and innovation, we recognize that how we communicate internally is just as important as what we create externally. The Blavity Communications Collective will ensure that our internal messaging reflects our shared mission, values, and vision—while enhancing alignment, engagement, and efficiency across departments.
This strategic investment is the result of months of thoughtful planning, stakeholder input, and organizational review. Strategic communications professionals are essential in helping organizations manage change by fostering transparency, building trust, and aligning teams around shared goals. The Blavity Communications Collective embodies this role and will serve as a central hub for internal clarity and cultural cohesion.
What You Can Expect:
- A Consistent Brand Voice: Unified messaging that reflects Blavity’s identity across platforms and teams.
- Engaging Communication Tools: A biweekly internal newsletter, interactive intranet content, and templates to streamline department updates.
- Training & Support: Brand voice workshops for team leaders and strategic support for major initiatives.
- Transparency & Collaboration: Open communication channels between leadership, editorial, creative, and operations.
Why It Matters:
A strong internal communications strategy doesn’t just inform, it inspires. The Collective will help us tell our story from the inside out, giving every team member the tools and language to represent Blavity confidently and authentically.
We look forward to the positive impact this new department will have and encourage you to take part in upcoming engagement opportunities, including our virtual launch event and Q&A happening soon. Keep an eye on your inbox for the invite.
Thank you for your continued commitment to Blavity’s mission. Together, we’ll elevate not just the stories we share with the world, but the conversations we have with each other.
Warmly,
Terry Denoon
VP of Communications
Blavity Inc.
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Unit 3 Assignment: Project 1: Present Your New Department
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This assignment will be submitted to Turnitin™. |
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Now that you’ve completed all your products in support of your new department, review them, proofread them, and make any final revisions. Ensure that your communications plan is revised and ready to deploy. By now, you have at least eight or nine documents. Microsoft Excel and PowerPoint files will have to remain separate, but do consolidate all of your Microsoft Word or Google documents into one neatly organized master MS Word or PDF document. Save it as [your last name]_[your first initial]_New Department Bundle. Your submission to client leadership will include the following:
To keep yourself on track, submit your work by the end of Unit 3. Guidelines
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Unit 5 Assignment: Project 2: Leadership and Management Plan
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Step 7: Turn Your Leadership and Management Plan InNow that you’ve completed all the parts of the management plan, give it a once-over to make sure you’re meeting all the requirements and that the plan is professional in grammar, mechanics, and overall writing quality. You’ve already downloaded the template and likely saved it with [your last name]_[your first initial] in front. If you need to check it against the original, here’s the New Department Management Plan Template. Send Jerry the following:
Guidelines
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Rubric Name: Project 2 Rubric
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Exceeds Expectation
25 points
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Meets Expectations
20 points
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Approaches Expectations
15 points
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Needs Improvement
10 points
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No Submission
0 points
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Criterion Score
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Evidence of Skills
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Paper and presentation demonstrate cognizance of audience, skillfully using precise and appropriate language and terms to convey the intended meaning and tone. |
Paper and presentation generally tailor ideas in context to the audience, but there are some sections that contain imprecise terms or language. |
Paper and presentation loosely tailor ideas in context to the audience, but there are many sections that contain imprecise terms or language. |
Paper and presentation do not tailor communication to the audience. Some language and tone are inappropriate for the nature of the project. |
No submission. |
Score of Evidence of Skills,
/ 25 |
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Produce appropriate products for communicating with target publics
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Products represent the correct strategy, enabling the strategy in both form and content. The writing is clear, with logical flow and well-supported ideas, written in the pyramid format. Any audio or video components are clear and professionally rendered. The product is in AP style with AP-style attributions as needed. It has clear organization and no grammatical, mechanical, or factual errors. It conveys the intended message in a manner that is targeted to the intended public or publics. |
Products mostly represent the correct strategy, enabling the strategy in both form and content, although it may need adjustment in one or both of these areas. The writing is mostly clear, but there may be logical gaps or ideas lacking support; the pyramid format may not be fully employed. Any audio or video components are mostly clear and professionally rendered, but there may be some areas that can stand cleanup or tightening. The product mostly uses AP style and AP attributions as needed, but there may be some gaps. The product mostly has clear organization and only a few grammatical, mechanical, or factual errors. The product conveys the intended message in a manner that is mostly targeted to the intended public or publics. |
Products have one or more of the following liabilities: They are not the correct products for the strategy, failing to enable the strategy in form and/or content; the writing is muddy and logically unsound, with unsupported ideas; the pyramid format is employed weakly if at all; any audio or video components are unprofessional in quality; the product largely does not follow AP style or use AP-style attributions as needed; organization is poor, and there are significant grammatical, mechanical, and/or factual errors; the factual errors are substantive and indicate a lack of understanding of the topic; the product does not convey the intended message in a manner that is targeted to the intended public or publics; either it is intended for the wrong publics or it is the wrong message for the publics it is attempting to reach. |
Products have many liabilities: Products developed do not relate to the strategy, failing to enable the strategy in form and/or content. Writing is logically unsound, and does not support the thesis or main ideas. The pyramid format is not employed. Audio or video components are unprofessional in quality. AP style or AP-style attributions are not used. Organization is poor, and there are significant grammatical, mechanical, and/or factual errors. An overall understanding of the topic is not demonstrated. The product does not convey the intended message in a manner that is targeted and hence does not relate to the intended public or publics. |
No submission. |
Score of Produce appropriate products for communicating with target publics,
/ 25 |
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Learn from industry publications and engage with industry professionals to develop innovative strategic communications approaches
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Work provides clear and comprehensive evidence of continual learning by citing new works pertaining to and possibly in support of the development of innovative approaches to solving strategic communications problems. Emerging practices within the field and outside of it are cited and analyzed as needed, and stakeholder perspectives are considered. |
Work cites a few new works, but may omit a trend or two pertinent to the issue at hand. Sources are used adequately if not necessarily to optimal effect to support or discuss the development of innovative approaches to solving strategic communications problems. A few emerging practices are cited and analyzed as needed, but practices may all be rooted in one field. At least two stakeholder perspectives are considered. |
Work has one or more of the following liabilities: It fails to cite new works or cites irrelevant works or cites works in a way that does not support the points made; new works are not used to support the development of innovative approaches; emerging practices within and beyond the field are not cited and/or not analyzed, and/or stakeholder viewpoints are not considered. |
Work has many liabilities. New works or contributions are not cited. Irrelevant works are cited. support The development of innovative approaches or emerging practices within and beyond the field are not cited and/or not analyzed, Stakeholder viewpoints are not considered. |
No submission. |
Score of Learn from industry publications and engage with industry professionals to develop innovative strategic communications approaches,
/ 25 |
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Develop communication tactics that align with communications objectives
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Communication tactics (which may include media channels) clearly align with and are formulated to enable each of the stated communications objectives. Target publics are identified for each strategy, and each strategy is appropriately tailored to its public(s). Strategies clearly and effectively draw from strategic communications—and public relations—theories, principles, practices, and processes. |
Tactics (which may include media channels) align with and are formulated to enable most if not all of the stated communications objectives. Target publics are identified for most if not all strategies, and most strategies are appropriately tailored to their public(s). Strategies draw from communications—and public relations—theories, principles, practices, and processes. |
Tactics (which may include media channels) fail to align with or enable most if not all of the stated communications objectives; target publics are not identified for most if not all strategies, and/or strategies are not appropriately tailored to their public(s); strategies demonstrate little to no understanding of communications—or public relations—theories, principles, practices, or processes. |
Tactics (which may include media channels) fail to align with or enable any of the stated communications objectives. Target publics are not identified or do not relate to their public(s). Strategies demonstrate no understanding of communications—or public relation theories, principles, practices, or processes. |
No submission. |
Score of Develop communication tactics that align with communications objectives,
/ 25 |
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Products demonstrate the reach of strategic communications in various economic sectors (e.g., nonprofit, corporate, government, agency, military).
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Products demonstrate knowledge of sector-specific goals, strategies, constraints, and opportunities. Products display understanding of what is needed to practice strategic communications effectively in a given sector or sectors. |
Products demonstrate some knowledge of sector-specific goals, strategies, constraints, and opportunities, though it may miss or miscategorize a few. Products display understanding of what is needed to practice strategic communications effectively in a given sector or sectors, though it may fail to take into account some sector-specific concepts or perspectives. |
Products have one or more of the following liabilities: It demonstrates little knowledge of sector-specific goals, strategies, constraints, and/or opportunities and presents either generalities or misinformation. Products show little understanding of what is needed to practice strategic communications effectively in a given sector or sectors. Products are either too broad, covering all sectors, or inaccurate, covering no sectors. |
Products have many liabilities and demonstrate no knowledge of sector-specific goals, strategies, constraints, and/or opportunities. Products present generalities and misinformation. Products show no understanding of what is needed to practice strategic communications effectively in a given sector or sectors. Number of products is inadequate. |
No submission. |
Score of Products demonstrate the reach of strategic communications in various economic sectors (e.g., nonprofit, corporate, government, agency, military).,
/ 25 |
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Develop, lead, and maintain a strategic communications team to fulfill organizational objectives
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Plan demonstrates a clear and comprehensive understanding of organizational leadership concepts and how they relate to organizational objectives and any training, equipment, or human resources needs. Roles and responsibilities of each team member are clearly and accurately outlined. |
Plan demonstrates some evidence of understanding of organizational leadership. It may lack some connection with organizational objectives and/or training, equipment, or human resource needs. Roles and responsibilities of each team member are outlined, but may not be thorough or entirely accurate. |
Plan has one or more liabilities: It demonstrates little understanding of organizational leadership concepts. It has little relationship to organizational objectives or training, equipment, or human resources concerns. Roles and responsibilities of team members are not defined or are defined so broadly as to be useless. |
Plan has many liabilities. Plan demonstrates no understanding of organizational leadership concepts. It has no relationship to organizational objectives or training, equipment, or human resources concerns. Roles and responsibilities of team members are absent. |
No submission. |
Score of Develop, lead, and maintain a strategic communications team to fulfill organizational objectives,
/ 25 |
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Manage strategic communications projects to achieve organizational goals and objectives
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Work demonstrates a clear and comprehensive understanding of accepted project management principles, practices, and processes and the ability to create a plan that fully accounts for mission, organizational policies, human resources, budget, and timeline. All needed tasks and considerations are accounted for and resources are allocated appropriately. Deliverables are assembled and distributed to relevant stakeholders. |
Work demonstrates some understanding of accepted project management principles, practices, and processes and the ability to create a plan that accounts for mission, organizational policies, personnel, budget, and timeline. The plan’s budget and/or timeline may be incomplete, or the plan may not completely match organizational objectives. Some needed tasks and considerations may be unaccounted for and/or resources may not be completely appropriately allocated. Deliverables are mostly assembled and distributed to relevant stakeholders. |
Work has one or more liabilities: A project management process is not selected or implemented or the project is otherwise inadequately managed such that needs are not accounted for. Mission, organizational policies, personnel, budget, and timeline are not handled, and/or resources not identified or appropriately allocated; principles and practices of project management are poorly employed. Deliverables are not assembled or distributed to relevant stakeholders. |
Work has many liabilities. A project management process is not selected or implemented or the project is not managed such that stakeholder needs are not accounted for. Mission, organizational policies, personnel, budget, and timeline, and/or resources not identified. Principles and practices of project management are not employed. Deliverables are not assembled or distributed to relevant stakeholders. Some or all stakeholders are missing in project analysis. |
No submission. |
Score of Manage strategic communications projects to achieve organizational goals and objectives,
/ 25 |
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Professional development network is well developed with key influencers identified
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Personal professional development network includes multiple mentors and resources from discipline of influencers. It includes key influencers and publications you’re following, the educational and networking opportunities you’re engaging in, and the other entities that make up your professional community. |
Personal professional development network mostly includes multiple mentors and resources from discipline of influencers. Mostly includes key influencers and publications you’re following, the educational and networking opportunities you’re engaging in, and the other entities that make up your professional community. |
Personal professional development network includes few mentors and resources from discipline of influencers. It includes few key influencers and publications, educational and networking opportunities, and other entities that make up your professional community. |
Personal professional development network includes only 1 mentor and resource from discipline of influencers. It includes little or no key influencers and publications, educational and networking opportunities, and other entities that make up your professional community. |
No submission. |
Score of Professional development network is well developed with key influencers identified,
/ 25 |
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Unit 7 Assignment: Project 3: National Expansion C-Suite Products and Presentation
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This assignment will be submitted to Turnitin™. |
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Now that you’ve performed your evaluation of the two expansion options and chosen the one you think will confer the best ROI, you’ll write or refine your report, then produce your executive summary. Once you’re finished with those, you’ll put together a clean, colorful, and convincing presentation. Populate your report and presentation with at least three visuals. Cite all information and visuals from other sources in APA style. Also remember the power of storytelling to reach your publics. If you can create a narrative about your findings, or a story within your findings, this can be a powerful persuasive tool. Organize your report however you wish, but make sure that it
Your executive summary should be no longer than one page and should reinforce the main takeaway of your report. For your presentation, create a dynamic, high-level two-to-three-minute narrated overview of your findings and recommendation. If you’re not feeling inspired by PowerPoint, try another tool such as Adobe Spark; you can get a free account with Adobe and create a slideshow with high-quality photographs, icons, text, and voiceover. Some people love Powtoon, which has a free version as well. You can also record videos using Zoom and other web conferencing software. There are lots of great tools out there that are worth getting to know as remote presentations become more common. Provide a transcript to accompany your presentation. If you uploaded it to YouTube, import your transcript there as well so that the video will have accurate closed captions. Anyone at the company who needs or wants to will be able to listen to the transcript via screen reader or read the captions along with the video. Many employers have disability rules or abide by Americans with Disabilities Act (ADA) regulations, so you always want to provide alternative means of accessing media content (DOJ, n.d.). |
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