STCM 10300 Lecture Notes - Lecture 5: Unique Selling Proposition, Costco, W. M. Keck Observatory

• School: Ithaca College
• Department: Strategic Communication (STCM)
• Course: STCM 10300
• Professor: Hamula

Document Summary

Strategic communication supports organizational stability, change, and resilience. (cid:862)cha(cid:374)ge is the o(cid:374)ly (cid:272)o(cid:374)sta(cid:374)t(cid:863: the companies that survive are the ones that can adapt to change. A set of ideas that creates a competitive advantage. Competitive advantage = unique selling proposition: ex: nike hires famous athletes/celebrities, ex: costco return policy, ex: apple music/itunes has music not available on other platforms. Vision = outlines what the organization want to be, or how it wants the world in which it operates to be: (cid:862)idealized(cid:863) (cid:448)ie(cid:449) of the (cid:449)orld. Mission = basic purpose of an organization: what it is trying to accomplish. Goal = general guidelines that explain what you want to achieve: long-term (at least a year or more, represent global visions. Objective = path to goal is made specific with respect to magnitude, time, and responsibility: specific, measurable, and have a defined completion date (year or less) Strategy = guideli(cid:374)es (cid:894)dire(cid:272)tio(cid:374)s(cid:895) (cid:272)o(cid:374)(cid:272)er(cid:374)i(cid:374)g the esse(cid:374)(cid:272)e of the (cid:272)o(cid:373)pa(cid:374)y"s objective.