A/P Ian Gordon

History

AS

NUS

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Course Description, Aims and Objectives
This module examines the place of business and technology in American culture. Beginning with the transformation of the American economy during the Civil War (1861-1865) students will examine changes in manufacturing systems, the development of corporations and big businesses, the growth of the national and international markets, the invention and marketing of new products, brand names, and advertising. The module asks students to consider whether companies such as Coca-Cola and Microsoft encapsulate American values, or whether they are transnational, and untypical of U.S. values. In this module students shape their own essay topic (within the scope of the module) so as to strengthen their skills in critically assessing information and thereby creating knowledge. At the completion of the module students should be able to initiate, conduct, and present findings on an aspect of American business relevant to the module. In general students should demonstrate the ability to critically evaluate specific and general issues in American business. 

Teaching Format
A weekly two hour lecture and an online tutorial by IVLE Discussion Forum (see tutorials).

Assessment
Students are expected to attend lectures and tutorial in accordance with university policy and to actively participate in tutorials. Assessment is (60%) continuous assessment -- based on class participation 30% (this will comprise of 20% for online tutorials, 5% for a lecture exercise, and 5% for a bibliographical assignment),  and a 3,000 word essay worth 30% -- and 40% for the final exam (open book).  The essay is due at 5pm on Friday October 4, 2002. You also must complete a bibliographical assignment, which is part of your tutorial participation (due September 17).Students may develop their essay from the subject of the tutorial discussion they lead. Tutorial discussions should be free ranging and cover a wide range of material, but essays should be focused and specific. Students must consult my essay guide page.

Reading
A reading packet is available from the RBR in the Central Library and from the photocopying area in the Co-Op under the Central Library. This packet contains the key readings for the module.

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Lecture 1 (July 30)
Introduction to Course
Inventing American Business
The Civil War, The Armory System, and The Standardization of Production

Lecture 2 (August 6)
Business Structures
The Corporation and Management, Trusts and Anti-Trust Laws, Taylorism and Beyond

Lecture 3 (August 13)
From Invention to Transnational Corporation
Edison, Bell, and George Eastman

Lecture 4 (August 20)
Culture of Consumption
Advertising, Brands, Desire and Shopping

Lecture 5 (August 27)
Marketing Products: The National Market, Creating Markets,  Coca-Cola and Pepsi-Cola

Lecture 6 (September 3)
Management & Marketing: The Automobile, Ford vs GM,

Lecture 7(September 17)
Franchises and Merchandising: McDonalds, Starbucks, Borders

Lecture 8 (September 24)
The IT Revolution: Apple, IBM and Clones, Microsoft

Lecture 9 (October 1)
Business Culture

Lecture 10 (October 8)
The Web and E-commerce

Lecture 11 (October 15)
American Business and Globalization

Lecture 12 (October 22)
Critical Visions

Lecture 13 (October 29)
The 21st Century

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