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JOUR 563-003 CREATIVE LEADERSHIP Fall 2013, Tu/Th Time and Location
Instructor: Prof. Karen Mallia Office: Coliseum 4019A Phone: 777-1154 Email:
[email protected] Office hours: As listed in Blackboard, and by appointment
COURSE DESCRIPTION This course is designed to provide students with insight into leadership as applied to creative industries including public relations and advertising. The course will emphasize leadership through conceptual and theoretical perspectives, and as applied in management and team building. Through lectures, case studies and service learning, students will learn to engage and interact with community-based organizations to assess needs, plan communications strategies, lead student teams in developing those ideas, and present to clients. It is especially appropriate for students of journalism and mass communications, graphic design, media, theater, music and the arts. The Fall 2013 class will plan and coordinate USC’s first CreateAthon on Campus, a 24+ hour creative event developing pro bono communications for nonprofits involving students, community partners and university faculty and staff. Class members will lead student teams and act as liaison to the nonprofit organizations being served. Enrolling in the class means commitment to being present for the CreateAthon from early Friday morning straight through client presentations on Saturday morning, and be present Sunday afternoon for final coordination of project creative work. Pre-requisites: Junior standing, or permission of instructor.
LEARNING OUTCOMES Students will: • Learn and understand the unique challenges inherent in managing creative people and managing for creativity in organizations. • Understand and be able to apply relevant theories and principles of creative leadership to a variety of tasks including team building, community organizing and public relations. • Learn the key theories and principles of leadership and be able to apply those to the unique demands of the creative industries. • Learn and be able to apply the key principles of managing teams and team work. • Learn to engage and interact with community-based organizations, to conduct an exploratory needs assessment and to appropriately meet those needs. • Develop an ability to look at a problem and use creative thinking to determine the message strategy, identify the best means for solving the problem, and manage the conceptual and creative development process. • Be able to identify and manage the issues and processes related to producing and delivering communications materials. • Analyze and evaluate current and historical campaigns for nonprofits and social causes, in order to understand why and how they are effective and to develop creative judgment. • Be able to apply principles of clear, persuasive writing and effective communication design. • Learn and appreciate the ethical challenges inherent in nonprofit communication.
TEXTBOOKS & READINGS Required: Maeda, John with Rebecca J. Bermont (2011). Redesigning Leadership (Simplicity: Design, Technology, Business, Life). MIT Press. ISBN 978-0-262-01588-2 Solomon, R. (2008). The Art of Client Service. New York, NY: Kaplan Publishing And a course packet of select readings or chapters such as: • Aldoory, L., & Toth, E. (2004). Leadership and Gender in Public Relations: Perceived Effectiveness of Transformational and Transactional Leadership Styles. [Article]. Journal of Public Relations Research, 16(2), 157-183. • Eagly, A. H., & Chin, J. (2010). Diversity and leadership in a changing world. American Psychologist, 65(3), 216-224. doi:10.1037/a0018957 • Freeman, C. P. (2009). A Greater Means to the Greater Good: Ethical Guidelines to Meet Social Movement Organization Advocacy Challenges. [Article]. Journal of Mass Media Ethics, 24(4), 269288. doi: 10.1080/08900520903320969 • Florida, Robert & J. Goodnight. “Managing for Creativity.” Harvard Business Review 83 7/8 (2005): 124-131. • Goffee, Robert & Gareth Jones (2011). “Why Should Anyone Be Led By You?” in HBR’s 10 Must Reads On Leadership. Boston: Harvard Business School Publishing Corp., 79-95. • Goleman, Daniel (2011). “What makes a leader?” in HBR’s 10 Must Reads On Leadership. Boston: Harvard Business School Publishing Corp.’ 1-21. • Lee, Nancy R. and Phillip Kotler (2011). “Crafting a Desired Positioning.” in Social Marketing (4th Ed.) 213-238. • Meyers, R. A., & Johnson, J. R. (2008). Facilitating the Design of a Campus Leadership Team (Vol. 57, pp. 472-481): Taylor & Francis Ltd. • Puccio, Gerard J., Mance, Marie and Mary C. Murdock (2011). Creative Leadership: Skills That Drive Change. Sage: Thousand Oaks, CA. • Solomon, R. Readings in Account Planning
INSTRUCTIONAL METHODS This course is taught as a lecture/discussion class, with frequent in-class case study strategy analysis discussions. Students are expected to read assigned material PRIOR to the designated class, and to come prepared to discuss the assigned readings and be actively engaged. Participation is essential to learning, and therefore required. You are expected to be inquisitive and pro-active in exploring and sharing additional relevant material. Students will analyze, prepare and present case studies in class, and are expected to lead lively discussion of their topic.
ATTENDANCE POLICY When you miss class, you miss important information. If you are absent, you are responsible for learning material covered in class. If you are absent when an assignment is due, you must still submit the assignment on or before the due date to receive credit. If you miss more than 10% of the classes, whether excused or unexcused, your grade will be dropped one letter grade. Attendance requirements for this course apply to scheduled class times, all client and team meetings, and participation in the entire CreateAthon. Missing any of these will result in one letter grade reduction of your final grade, unless preapproved by the instructor. Tardiness is rude, disruptive and unprofessional. Two late arrivals or early
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departures will equal one absence.
ACADEMIC INTEGRITY The University of South Carolina has clearly articulated its policies governing academic integrity and students are encouraged to carefully review the policy on the Honor Code in the Carolina Community. Any deviation from these expectations will result in academic penalties as well as disciplinary action. The area of greatest potential risk for inadvertent academic dishonesty is plagiarism. Plagiarism includes, but is not limited to, paraphrasing or direct quotation of the published or unpublished work of another person without full and clear acknowledgement. In addition, you are expected to know and observe copyright law relative to use of images.
COURSE REQUIREMENTS SERVICE LEARNING PROJECT: This assignment requires you and your team to research and assess the needs and current communications of an organization, and to develop a comprehensive communication strategy for this client. Your plan should include your situation analysis, all relevant media and collateral elements, creative strategies, media and budget recommendations. The project will be evaluated based on both oral presentation to the class and the written plan. Teamwork and demonstration of leadership skills are an important component of the service-learning project. Your team’s work product will provide a foundation for execution of key elements during the CreateAthon event. You will be required to have regular written communication with your non-profit client. All emails, memos and documents must be appropriately formatted and cc’d to all team members—and the instructor. All research notes and materials gathered for papers and reports should be kept and must be made available to the instructor at her request. All such material will be returned to the student following the evaluation of papers and reports. LEADERSHIP REFLECTION PAPER: The reflection paper gives you the opportunity to reflect on your personal growth in leadership throughout the course. The paper should be 6-8 pages, double-spaced, using no less than 12 pt. font, and written in APA style. Throughout the paper, you should demonstrate an understanding of the theories and strategies used throughout the class (using appropriate citations). You should also demonstrate the ability to self-reflect and self-assess on areas of growth in your personal leadership skills as well as areas for continued leadership development.
CLASSROOM ETIQUETTE Electronic devices (including, but not limited to, laptop computers, cell phones, tablets and so forth) may not be used during class time in this course. Yes, that means you must take notes by hand. According to research, that charming, old school method is a more effective means of learning than keyboarding. It also allows greater attentiveness. Violation of this policy will reduce the offender’s final course grade by one grade per each infringement (i.e., letter grade A to B). No exceptions, no appeals.
EXPECTATIONS, REGULATIONS AND OTHER MISCELLANEOUS INFORMATION This class is designed to continue your preparation for leadership in the fast-paced, highly competitive creative industries. You are expected to demonstrate the professional behavior. • Students are expected to arrive promptly for class, fully prepared to discuss assigned material. • Please turn off your cell phones, pagers and computers when you enter the classroom.
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Participation means just that: regular, active engagement. Seat warming does not count. All assignments must be typed, double-spaced, in APA style, with appropriate citations. Yes, spelling counts. So do grammar, punctuation and professional presentation techniques. There will be absolutely no extensions on assignment deadlines, unless the instructor approves extenuating circumstances prior to the due date. You will be expected to schedule group meetings regularly throughout the semester, and be on time, present and participating for all of these. Equitable participation is required of each participant, and peer reviews will factor into project grades. I am generally available for questions and clarification, and most easily reached via-email. I promise to respond within 48 hours. I am often in my office beyond the office hours listed, and always available by appointment. And please, if you have a problem, see me sooner, not later. It’s easier to solve problems before they get out of hand!
DIVERSITY In order to learn, we must be open to the views of people different from ourselves. As we share our perspectives throughout the semester, please honor the uniqueness of your fellow classmates and appreciate the opportunity we have to learn from one another. Our world is a diverse community. Therefore, it is important that we foster understanding of issues and perspectives that are inclusive in terms of gender, race, ethnicity and sexual orientation. Please respect each other’s opinions and refrain from personal attacks or demeaning comments of any kind. Finally, remember to keep confidential all issues of a personal or professional nature that are discussed in class. Reasonable accommodations are available for students with a documented disability, once approved through the Office of Student Disability Services. If you have a disability and may need accommodations to fully participate in this class, contact the Office of Student Disability Services: 777-6142, TDD 7776744, email
[email protected], or stop by LeConte College Room 112A.
GRADING & EVALUATION The final grade will be based upon the following: Exam Case + Concept/Paper & Presentation Term Project [40% - as follows] Client needs assessment Strategy Client /team communications Team deliverables meet client needs Leadership Reflection Paper Project Team Peer Evaluation
UNDERGRAD 20% 20% 10% 5% 10% 15% 10% 10%
**Additional requirement for graduate students** (Research Paper)
GRADUATE 15% 15% [30%] 10% 5% 5% 10% 10% 10% 20%
In addition to the undergraduate course requirements above, graduate students will be expected to deliver a 15+ page research paper identifying a cogent, current issue in leadership studies, and present their findings to the class in a 20 minute presentation. Individual grades for team work will be factored with confidential peer evaluations. Those reported to contribute less than equitable effort will have their grade reduced accordingly.
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Grading Scale:
A = 93 and above B+ = 87 – 92
C = 72 – 76.9 B = 82 – 86.9
C+ = 77 – 81.9 D = 62 – 71.9
F = 61.9 or lower
COURSE SCHEDULE Day
Date
Topic
1
TH, 8/22
2
T, 8/27
Introductions/Overview Core principles: leadership ≠ management Creative leadership, charisma, Styles of leadership
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W, 8/28 TH, 8/29
4 5
M, 9/2 TH, 9/5 T, 9/10
6
TH, 9/12
7
T, 9/17
8
TH, 9/19
9
T, 9/24
10
TH, 9/26
11
T, 10/1
12
TH, 10/3
13
T, 10/8
14
TH, 10/10
15
FRIDAY, 10/11 T, 10/14
16 17
TH, 10/17 T, 10/23
Last day to drop/add Leading: Objectives & process. Strategic planning Labor Day holiday – no classes Leadership & communication The creative industries Understanding the creative process Leading clever people Leading and organizing/process Positioning & strategy The role of the leader in analysis & decision making Power – Positional vs. personal and Influence Organizational culture –internal and client Client Creative Strategy Presentations/Discussions Leading for innovation Humility & being wrong Conflict in teams Conflict and creativity How “the greats” do it. IDEO, SAS, Wieden & Kennedy, CP+B & more Understanding teams and teamwork – good & bad Last day to withdraw without WF – Semester Midpoint – CLASS & CAT VOLUNTEERS MEET ‘N GREET Leadership, teams & diversity – skills, traits, race, and gender Tribal leadership David Logan, TED Fall Break – no classes Topic of 10/14 continued
Assignment
Due Today
Individual skills & traits assessment survey
Goleman Aldoory & Toth
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Brand/Situation Analysis
Soloman Maeda Ch. 1 ----------------------Soloman Maeda, Ch. 2 & 3 Florida & Goodnight Soloman, Lee & Kotler Ch. 9 Amabile & Khaire Ragins & Sundsrtrom Puccio, Mance & Murdock
Signed creative briefs/strategies
Guthrie Forbes Meyers & Johnson Maeda Ch. 5 & 6
Case + Concept presentations
Eagly & Chin 2010 Bass, Avolio & Atwater 1996 Aldoory & Toth -----------------------
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18
TH, 10/25
Final CAT Prep
F 10/26 – Sat 10/27 Sun 10/28 p.m.
★★★★ CreateAthon@USC ★★★★
19
TU, 10/29
20
TH, 10/31
21
T, 11/5
22
TH, 11/7
23
T, 11/12
24
TH, 11/14
25
T, 11/19
26 27 28
TH, 11/22 T, 11/26 TH, 11/28 T, 12/3
29
TH, 12/5
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Leadership + one CAT creative team member meet to organize all collateral content developed Client feedback due. Conference reports go to all clients and team members. Leadership + CAT teams meet to work on revisions (may extend beyond or outside class period) Leadership ethics: Means and ends Negraponte video – One laptop EXAM Materials to [Meet with printers] printers Self assessment & peer evaluations The crazy ones? Great creative Case + Concept leaders (or not). Born or made? presentations Walt Disney, Steve Jobs, etc. How “the greats” do it. Pixar, Case + Concept Zappos, et. al. presentations Leading for change, in times of Case + Concept change presentations Credibility, trust, “politics” Presenting like a leader Thanksgiving Recess – no classes ----------------------Leadership, communication & protocol: written thanks to sponsors and mentors Set up Exhibit
TH, 12/5 EVENING
Exhibit and reception: Clients, mentors, volunteers and distinguished guests.
F, 12/6 F, 12/7
Session ends Reading day
M-M,12/9-16
Final exam period
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All deliverables, printed and digital, delivered to clients
Leadership reflection paper Final self & peer evaluations
April 16, 2013
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