SRJC Course Outlines

9/21/2019 10:15:47 AMESHIP 117 Course Outline as of Spring 2020

Changed Course
CATALOG INFORMATION

Discipline and Nbr:  ESHIP 117Title:  COMM. FOR START-UPS  
Full Title:  Communications for Start-Ups
Last Reviewed:4/8/2013

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum1.50Lecture Scheduled1.5017.5 max.Lecture Scheduled26.25
Minimum1.50Lab Scheduled06 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total1.50 Contact Total26.25
 
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  52.50Total Student Learning Hours: 78.75 

Title 5 Category:  AA Degree Applicable
Grading:  Grade Only
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly:  BMG 103

Catalog Description:
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Craft and develop an effective narrative and story to pitch the venture idea. Determine how to successfully communicate concepts and goals to various stakeholders and influencers throughout the product life cycle.

Prerequisites/Corequisites:


Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
Craft and develop an effective narrative and story to pitch the venture idea. Determine how to successfully communicate concepts and goals to various stakeholders and influencers throughout the product life cycle.
(Grade Only)

Prerequisites:
Recommended:Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Transfer Credit:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:Effective:Inactive:
 Area:
 
CSU GE:Transfer Area Effective:Inactive:
 
IGETC:Transfer Area Effective:Inactive:
 
CSU Transfer:Effective:Inactive:
 
UC Transfer:Effective:Inactive:
 
C-ID:

Certificate/Major Applicable: Certificate Applicable Course



COURSE CONTENT

Student Learning Outcomes:
Upon completion of the course, students will be able to:
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1. Students will be able to:
1)  Compose and employ an 'elevator pitch'
2)  Construct a 'brand story' with supportive narrative
3)  Analyze and differentiate between various communication channels

Objectives: Untitled document
Upon completion of the course, students will be able to:
1)  Construct effective messaging to influence potential clients, investors, associates, and stakeholders
2)  Prepare and demonstrate resonant themes that shape market attitudes and beliefs
3)  Research, craft, and compose memorable concept pitches
4)  Develop and express business objectives, features, and benefits through written, verbal, and physical communication techniques
5)  Distinguish between the appropriate use of text, e-mail, voice, Skype, and in-person communication channels
6)  Design a communications program using Public Relations (PR), social media, advertising, blogs, media advisories, presentations, white papers, magazines, and newsletters

Topics and Scope
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1) The Elevator Pitch
       a. Brevity, focus, and benefits
       b. Humor, grace, and memorability
       c. Perception, attitudes, beliefs
2) Brand Messaging
       a. Storytelling & inspiring
       b. Connecting with your audience
       c. Messaging and positioning
       d. Brand narrative: curiosity, discovery, sensationalism, transformation
3) Linking to the marketing plan
       a. Strategies & tactics
       b. Branding, themes, perceptions
       c. Content management
4) Types of marketing communications
       a. Public Relations & media advisories
       b. Digital: Social Media, Blogs, Twitter, Search Engine Optmization (SEO)
       c. Presentations, and White Papers
       d. Advertising, Magazines, and Newsletters
5) Hierarchy of communications
       a. Texting, e-mail, voice, and Skype, and in-person communications
       b. Body language and unspoken communications
6) Audience-specific communications
       a. Government, regulatory, industry groups, investors
       b. Customers, end-users
       c. Channel partners
7) Linguistics
       a. Buzz words, acronyms, clich├ęs, technical terms, and jargon
       b. Tone, focus

Assignments:
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1)  Write drafts of various elevator pitches
2)  Write a brand story and narrative
3)  Write one press release and one media advisory
4)  3 to 5 In-class presentations

Methods of Evaluation/Basis of Grade.
Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.Writing
40 - 60%
Drafts, brand story and narrative
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.Problem Solving
20 - 30%
Press release and media advisory
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.Skill Demonstrations
20 - 30%
In-class presentations
Exams: All forms of formal testing, other than skill performance exams.Exams
0 - 0%
None
Other: Includes any assessment tools that do not logically fit into the above categories.Other Category
0 - 0%
None


Representative Textbooks and Materials:
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Branding Basics for Small Business, by Maria Ross, Norlight Press 2012

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