BCOM 2008 FINAL EXAM MARCH 19 10AM

As you know, our commitment to academic integrity is paramount at Seattle University, and I want to ensure clarity on expectations so that you can complete this exam confidently and fairly. This assessment is an opportunity for you to demonstrate your own knowledge and understanding.

Please read these instructions thoroughly, as adhering to them is essential.

The exam must be taken in the classroom during the scheduled time.

Many of the questions involve scenarios. These call upon you to reflect on your readings, class presentations, class discussions, and use your critical thinking.

Carefully read each scenario. If it is a multiple-choice question, please select the most appropriate and effective communication strategy.

If it is open-ended, please follow the directions for that question. More on open-ended questions later.

Please answer each question in the order they appear. Questions do not appear in the same order for each person. Once you submit an answer you won't be able to go back to a previous question. Once you start the quiz, you must finish it.

If you are still taking the quiz when time runs out, you will not be permitted to finish.

There are no makeups.

Exam Conduct and Academic Integrity

I count on you for honesty.

During this exam, you may only access the Quiz on Canvas. This means you may not access any other content on Canvas, including but not limited, the course modules, messaging another student on Canvas, etc.

You must use a tablet or laptop to access the exam Canvas. You may not use any other source, platform, application, or tool beyond Canvas itself.

Specifically, the following actions are strictly prohibited during the exam:

No External Search Engines or Databases: Do not use Google, Bing, Firefox, Chrome, Yahoo, Baidu, Yandex, DuckDuckGo, Ecosia, Naver, Ask.com, AOL, or any online database to seek out answers. This includes scholarly databases, social media platforms, or any other internet resource.

No AI or Assistant Tools: You may not use or consult ChatGPT, Gemini, Claude, Jasper, Copy.ai, Writesonic, Perplexity.ai, Notion AI, Rytr, ChatSonic, YouChat, QuillBot, or any other AI tools, apps, or plugins. This applies to both question analysis and answer generation.

No Notes or External References: You may not consult any notes you have taken, whether physical or digital. This includes handwritten notes, documents, screenshots, or saved files on your device or cloud services.

No Additional Applications or Course Materials: You may not access any other part of the course on Canvas outside of the exam itself.

Grammarly, spell-checkers, translation tools, or any browser extensions that provide content or writing assistance are not allowed. This is because I need to be able to evaluate your writing skill level.

No Collaboration or Communication: Communicating with anyone about the exam content during the test period—either in person, online, or through messaging apps—including texting ---is strictly prohibited. (Please read consequences below).

Originality Requirement for Open-Ended Responses: All answers to open-ended questions must be your own, original writing. While these questions encourage thoughtful, extended responses, they must reflect your personal understanding and insight. Using other sources or consulting external information for these answers is not permitted.

The Academic Integrity Policy

Adhering to these guidelines is crucial for maintaining our academic standards. Any deviation from these instructions will be considered a violation of the university’s academic integrity policy. Consequences of such violations include failing this exam and potentially failing the course. In addition, violations will be reported to university administration and could result in further disciplinary actions.

Helpful Tips for Open-Ended Questions

In this exam, questions will require thoughtful, extended responses.

Think about the following as an opportunity to showcase your understanding of the concepts. Some questions may ask for:

• Key Issues: Identify and explore the main points involved in a given topic or scenario.
• Importance: Explain why certain concepts are significant to understanding the course material and your success in business.
• Application: Apply course concepts to hypothetical or real-world scenarios, drawing from your own insights.

For the open-ended responses, strive for clarity, depth, and originality, reflecting your perspective and understanding of the course concepts. For open-ended questions I am looking for you to demonstrate your understanding of how to apply a course concept. Please avoid generalities. You want to be very specific. Give specific examples.

The following additional guidelines emphasize depth, critical thinking, and the integration of course materials into responses.

Structure Your Response with Clear Organization: Your answer should be organized into cohesive paragraphs.

Use transitions to connect ideas smoothly and logically, making it easy for the reader to follow your thought process.

Each paragraph should develop a single idea fully, with clear connections to the question or concept.

Make sure you demonstrate you understand the course concept involved.

Provide concrete examples to back up your points. Use specific examples. Be explicit in how these examples illustrate your argument or understanding of the topic.

Demonstrating your understanding with specific examples not only strengthens your argument but also shows that you have engaged with the course material, learned the concept, and know how to apply it.

Example how to effectively respond to open-ended questions:

Open-Ended Question:

Scenario: You are a project manager for a new health supplement company. Your team has developed a product with some promising initial results, but long-term studies are still underway to determine its full effectiveness and potential side effects. Your supervisor is pushing for an aggressive marketing campaign that emphasizes the positive early results. He wants to use phrases like "miracle cure" and "life-changing results." You are concerned that this approach might be misleading and potentially unethical, especially given the lack of conclusive scientific evidence.

How would you approach this situation, balancing your responsibility to your company with your ethical obligations to consumers? What specific communication strategies would you employ to ensure honesty and transparency while still promoting the product effectively?

Example of a Strong Answer:

This scenario presents a classic ethical dilemma in business communication: balancing the drive for profit with the responsibility to be truthful to consumers. An aggressive marketing campaign with exaggerated claims might boost short-term sales, but it could damage the company's reputation and erode consumer trust in the long run if the product doesn't live up to the hype.

Here are the business communications issues related to this scenario:

1. Ethical Communication:

• Honesty and Transparency: This is paramount. It’s important to emphasize the importance of providing accurate information and avoiding misleading or exaggerated claims. It’s important to mention truth in marketing and the ethical responsibility to provide consumers with the information they need to make informed decisions.
• Integrity: Maintaining consistency between the company's values and its communication. Building trust with consumers through ethical and responsible messaging.
• Fairness: Treating all stakeholders fairly and equitably. Avoiding any communication that could exploit, deceive, or manipulate consumers.

2. Audience-Centered Communication:

• Empathy: Understanding and respecting the audience's needs and concerns. In this case, considering the potential impact of misleading health claims on vulnerable consumers.
• Clarity and Accuracy: Using clear and concise language, avoiding jargon or technical terms that the average consumer might not understand. Providing accurate information and avoiding ambiguity.

3. Strategic Communication:

• Purposeful Communication: Having a clear communication objective and tailoring the message accordingly. In this case, promoting the product effectively while maintaining ethical standards.
• Channel Selection: Choosing the appropriate communication channels to reach the target audience. Considering the ethical implications of different channels (e.g., social media vs. scientific publications).
• Building Credibility: Establishing trust and credibility with the audience through transparent and responsible communication.

4. Effective Communication:

• Completeness: Providing all necessary information for the audience to make informed decisions. Not omitting crucial details about the product's limitations or potential side effects.
• Conciseness: Avoiding unnecessary jargon or fluff. Getting straight to the point while still providing sufficient context.
• Correctness: Ensuring accuracy in grammar, spelling, and factual information.

Moving forward, I would first research the regulations and guidelines related to health supplement advertising. I would also review the available scientific data on the product's efficacy and potential side effects.

I would then schedule a meeting with my supervisor to express my concerns about the proposed marketing campaign. I would present the research I've gathered and explain the potential risks of misleading consumers. I would emphasize the importance of building trust and credibility, especially for a new company in the health and wellness sector.

Propose Alternative Strategies: Instead of using misleading language like "miracle cure," I would suggest focusing on the factual benefits supported by the initial research. I would recommend using testimonials from early users but with a disclaimer clarifying that individual results may vary. I would also propose highlighting the ongoing research and the company's commitment to transparency.

Ethical Framework: My approach is grounded in the ethical principles of honesty, fairness, and responsibility. By being transparent about the product's limitations and potential risks, we can build trust with consumers and establish a reputation for ethical conduct.

Long-term Vision: While an aggressive campaign might bring short-term gains, a more ethical and transparent approach will contribute to the company's long-term success by fostering customer loyalty and building a strong brand image.

Example of a Weak Answer:

This is a tough situation. I guess I would just do what my boss tells me to do. After all, they're the one in charge, and it's their responsibility if the campaign is misleading. I have to worry about my own job security, and I don't want to get in trouble by questioning my supervisor. Maybe I could try to make the marketing materials a little less exaggerated, like changing "miracle cure" to something less strong. But ultimately, it's up to the company to decide how they want to advertise the product. I'm just here to do what they tell me.

Here's why this version is weak:

• Passive and Avoidant: The answer still demonstrates a passive approach, prioritizing obedience over ethical considerations. It avoids taking any real responsibility for the potential consequences.
• Limited Critical Thinking: It shows minimal critical analysis of the situation or the ethical implications of misleading communications.
• Lack of Initiative: There's no effort to propose alternative solutions or engage in constructive dialogue with the supervisor.
• Focus on Self-Preservation: The primary concern is self-preservation ("I need to keep my job") rather than the well-being of consumers or the company's long-term reputation.

Why the Strong Answer is Better:

• Demonstrates Understanding: The strong answer shows a clear understanding of ethical principles in business communication and applies them to the scenario.
• Provides Specifics: It outlines concrete steps and communication strategies to address the ethical concerns.
• Critical Thinking: It analyzes the potential consequences of different approaches and considers the long-term impact on the company's reputation.
• Well-Organized: The response is structured and easy to follow, with clear transitions between ideas.

This example helps you see the difference between a passive, reactive response and a proactive, ethical approach that integrates course concepts with critical thinking and problem-solving skills.

Guidelines for Writing Style and Analysis

Write your answers in a formal academic style, avoiding slang, contractions, or casual language.

Integrate Analysis with Explanation, Not Just Description: Go beyond the obvious. Explain why a certain concept is important and how it can be applied in a real-world context. Use critical thinking to assess the strengths and limitations of the theories or ideas you discuss. For instance, if analyzing a business communication strategy, don't just describe what the strategy is—explain how it could improve stakeholder engagement and what potential pitfalls might exist if it's not executed correctly. This depth of analysis demonstrates not only knowledge but also your ability to critically engage with the material.

Avoid Repetition and Stay Focused: Ensure that each sentence adds value to your argument. Avoid repeating the same point in different words. Focus on advancing your argument or adding new perspectives with each paragraph.

Proofread and Revise Before Submission: Ensure your responses are free from spelling, grammar, and punctuation errors. Proofread your work for clarity, coherence, and flow. Submitting a well-edited response reflects professionalism and attention to detail.

Answer All Parts of the Question Thoroughly: Carefully read the entire question and ensure that your response addresses each component. If the question asks for two different perspectives or a comparison, make sure to include both. A partial answer, even if detailed, may result in a lower score due to its incompleteness.

Thanks for your attention to these guidelines. I care about you and your success.

Sincerely,
Joe Barnes