Course Syllabus: International Communication and UX



Course Syllabus: International Communication and UXHCDE 512 Spring Quarter 2010Course Objectives Class MaterialsAssignments, Grading and Due datesWeekly Schedule and ReadingsInstructorUlrike Irmler206 661 8148Irmler@u.washington.eduClass Hours and LocationWednesday, 6:00-9:30Mary Gates Hall 074Web Site lists: mailto:hcde512a_s10@u.washington.edumailto:hcde512b_s10@u.washington.eduOffice HoursBy appointmentCourse ObjectivesUpon completion of this course, students should be able to:Understand basic principles of market research and audience segmentationUnderstand the essentials of cultural models and schemaUnderstand how these models reflect in contrastive rhetoric and design differentiationBe able to apply cultural models to analyze usage and user scenariosUnderstand the fundamentals of cross-cultural management and teamsUnderstand the impact of cultural models on engineering and business practicesClass MaterialsPosted Online at : Hofstede, Geert: Cultures and Organizations: Intercultural Cooperation and Its Importance for Survival (Revised and Expanded Edition, McGraw Hill, 2005)Assignments, Grading and Due DatesAssignmentDescriptionWeightDueMarket studyStudents will pick a target market (not US and not their native country) and conduct research on relevant market trends and conditions. 15%Week 5Position paper2-page position paper: Google vs. China15%Week 7Final research projectStudents can choose between a traditional research paper on a topic of relevance to the classORa portfolio piece and presentation. Piece must be based on a global design and showcase several cultural variants (this could be a site plan, design comps, writing samples, video, etc.)50%Week 9Oral participation Participation in discussions and class preparation20%Weekly Schedule and ReadingsWeek 1 – April 7Course introductionAudience segmentation and researchReading for week 1:Kelts, Roland: “Toyota and Trust: Was the Akio Toyoda Apology Lost in Translation.” In Christian Science Monitor, 2/25/2010.Wind, Yoram and Susan Douglas: “Some Issues in International Consumer Research.” In European Journal of Marketing, 8, 3 (1974): 209-217.Foedermayr, Eva K. and Adamantios Diamantopoulos: “Exploring the Construct of Segmentation Effectiveness: Insights from International Companies and Experts.” In Journal of Strategic Marketing 16, 2 (2008): 129-156.Steenkamp, Jan-Benedict E.M. and Frenkel Ter Hofstede: “International Market Segmentation: Issues and Perspectives.” In International Journal of Research in Marketing 19 (2002), 185-213.Further Reading:Kotler, Philip: Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know. Hoboken, N.J.: John Wiley & Sons, 2003.Kotler, Philip and Gary Armstrong. “Market Segmentation.” In Principals of Marketing, 195-208. New Jersey: Prentice Hall, 2006.Krull, Robert: “What Practitioners Need to Know to Evaluate Research.” In IEEE Transactions on Professional Communication 40, 3 (2007): 168-181.Week 2 –April 14Cultural models & schemaReading for week 2:Hofstede, Geert, and Gert Jan Hofstede. Cultures and Organizations. New York: McGraw, 2006. Chapters 1, 3.Hoft, Nancy: “Developing a Cultural Model.” In International User Interfaces. Edited by Elisa M. del Galdo and Jacob Nielsen (New York: John Wiley & Sons, 1996): 41-73.Parker, Stephen R., Haytko, Diana L. and Charles M. Hermans: “Individualism and Collectivism: Reconsidering Old Assumptions” In Journal of International Business Research, 8, 1 (2009): 127-139.Campbell, Scott: “Perceptions of Mobile Phone Use in Public: The Roles of Individualism, Collectivism, and Focus of the Setting.” In Communication Reports, 21, 2 (2008): 70-81.Further Reading:Hall, Edward T. and Mildred Reed Hall: Understanding Cultural Differences. (Yarmouth, Me.: Intercultural Press, 1990)Trompenaars, Alfons and Charles Hampden-Turner: Riding the Waves of Culture: Understanding Cultural Diversity in Global Business. (New York: McGraw Hill, 1998).Gudykunst, William B.: Cross-Cultural and Intercultural Communication. (Thousand Oaks: Sage Publications, 2003).Week 3 – April 21Contrastive rhetoricCross-cultural communicationReading for week 3:Kaplan, Robert B.: “Cultural Thought Patterns in Inter-Cultural Education.” In Language Learning 16, 1&2 (1984): 1-20.Connor, Ulla: “New Directions in Contrastive Rhetoric.” In Tesol Quarterly, 36, 4 (2002): 493-510.Wang, Junhua: “Convergence in the Rhetorical Pattern of Directness and Indirectness in Chinese and U.S. Business Letters.” In Journal of Business and Technical Communication, 24, 1 (2010): 91-120.Spyridakis, Jan, Waka Fukuoka and Yukiko Kojima: “Illustrations in User Manuals: Preference and Effectiveness with Japanese and American Readers.” In Technical Communication, 2 (1999): 167-166.Pika, Simone, Nicoladis, Elena and Paula Marentette: “How to Order a Beer: Cultural Differences in the Use of Conventional Gestures for Numbers.” In Journal of Cross-Cultural Psychology, 40, 1 (2009): 70-80.Jackson, Chris and Nancy Ciolek: “Designing Visual Information for a Global Audience.” In International Conference on Computer Graphics and Interactive Techniques (2006). Further ReadingCheung, Ming: “The Globalization and Localization of Persuasive Marketing Communication: A Cross-Linguistic Socio-Cultural Analysis.” In Journal of Pragmatics, 42 (2010): 354-376.Week 4 – April 28thGames and CultureGuest lecturers: Adam Vance, Director International Product Management, ArenaNetAlex Thayer, Ph.D. student, HCDEReading for Week 4:Zhang, Xiaochun: “China Localizes Online Games for Global Players.” In Multilingual Computing, October, 2009.Khaled, Rilla et al.: “Factoring Culture into the Design of a Persuasive Game.” In Proceedings of the 18th Australia Conference on Computer-Human Interaction, November, 2006.Power, Mary R.: “Video Games and a Culture of Conflict.” In Journal of Children and Media, 3, 1 (2009): 90-94.Kim, Hyeshin: “Women’s Games in Japan: Gendered Identity and Narrative Construction.” In Theory, Culture & Society” 26, 2-3 (2009): 165-188.Wang, Yang and Mainwaring, Scott D.: “’Human-Currency Interaction’: Learning from Virtual Currency Use in China” (paper presented at CHI, Florence, Italy, April 5-10, 2008).Week 5 – May 5thGlobal reach, local relevanceDesigning for global audiencesReading for Week 5:Asokan, Ashwini and Michael J. Payne: “Global Corporations: A Balancing Act in Delivering Meaningful Consumer Experiences.” In Design Management Journal, 4, 1 (2008): 9-20.Chavan, Apala Lahiri: “The Washing Machine That Ate My Sari – Mistakes in Cross-Cultural Design.” In Interactions, 16, 1 (2009): 26-31.Briefing: “The Apparatgeist Calls.” In The Economist, 33, 8663 (2010): 56.Morris, Jeremy: “Drinking to the Nation: Russian Television Advertising and Cultural Differentiation. In Europe-Asia Studies, 59, 8 (2007): 1387-1403.Würtz, Elizabeth: “A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures” Journal of Computer-Mediated Communication, 11, 1, article 13. ReadingLee, Leon Z.: “Creating Worldwide Brand Recognition: Lesson’s From Dell’s Online Global Branding and Internationalization Project” Multilingual Computing & Technology. (January/February 2005) 113-117.Foscht, Thomas et al.: “The Impact of Culture on Brand Perceptions: A Six-Nation Study.” In Emerald, 17, 3 (2008): 121-142.Würtz, Elizabeth: “A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures” Journal of Computer-Mediated Communication, 11, 1, article 13. 6 – May 12thThe International Social Web Reading for Week 6:Cyr, Dianne: “Modeling Web Site Design Across Cultures: Relationships to Trust, Satisfaction and E-Loyalty.” Journal of Management Information Systems, 24, 4 (2008): 47-72.Farrer, James and Jeff Gavin: “Online Dating in Japan: A Test of Social Information Processing Theory.” CyberPsychology & Behavior, 12, 4 (2009): 407-412.Dmitrieva, Natasha: ‘Russia’s Online Social Nostalgia in the Internet Age.” In Russian Life, 51, 2 (2008): 36-40.Sia, Choon Ling: “Web Strategies to Promote Internet Shopping: Is Cultural-Customization Needed?” In MIS Quarterly, 33, 3 (2009): 491-512. Further ReadingBrenda Danet and Susan C Herring: The Multilingual Internet: Language, Culture, and Communication Online. (New York: Oxford University Press, 2007): 67-93.Seshagri, Sarita: “Content Consumption and Exchange Among College Students: A Case Study from India.”In MUM ’09: Proceedings of the 8th International Conference on Mobile and Ubiquitous Multimedia, (2009).San Martin, Sonia: “Risk, Drivers, and Impediments to Online Shopping in Spain and Japan.” In Journal of Euromarketing, 18 (2009): 47-64.Ishii, Kenichi and Morihiro Ogasahara: “Links between Real and Virtual Networks: A Comparative Study of Online Communities in Japan and Korea.” In CyberPsychology & Behavior, 10, 2 (2007): 252-257.Week 7 – may 19thCommerce and citizenshipReading for Week 8:Cannici, William J. Jr.: “The Global Online Freedom Act: Combating American Businesses That Facilitate Internet Censorship in China.” In Journal of Internet Law, May (2009): 3-17.Mortimer, Ruth: “Misrepresentation of our Nation’s Ethnic Diversity Drives us All Mad” In Marketing Week, 32, 49 (2009): 16.Bartlett, Thomas: “Google in China should have Known Better.” In Eureka Street, 20, 1 (2010) 17-19.Avgerou, Chrisanthi: “Interpreting the Trustworthiness of Government Mediated by Information and Communication Technology: Lessons from Electronic Voting in Brazil.” In Information Technology for Development, 15, 2 (2009): 133-148.Further Reading:Rawlinson et al.: “Cross-National Attitudes and Perceptions Concerning Software Piracy: A Comparative Study of Students From the United States and China.” In Journal of Education for Business, 83, 2 (2007): 87-93.Kacen, Jacqueline and Julie Anne Lee: “The Influence of Culture on Consumer Impulsive Buying Behavior” In Journal of Consumer Psychology, 12, 2 (2002) 163-176.Week 8 – May 26thPerceptions of QualityReading for Week 7:Cole, Robert E. and Michael S. Flynn: “Automotive Quality Reputation: Hard to Achieve, Hard to Lose, Still Harder to Win Back.” In California Management Review, 52, 1 (2009): 67-93.Meng, Juan et al.: “Some Retail Service Quality Expectations of Chinese Shoppers.” In International Journal of Market Research, 51, 6 (2009): 773-796.Gerber, Evan: “Building a High-Quality Global User Experience.” In Multilingual Computing, 91 (2007): 46-48.Further Reading:Zu, Xingxing, Fredendall, Lawrence D. and Tina L. Robbins: “Organizational Culture and Quality Practices in Six Sigma.” In Academy of Management best Conference Paper, (2006).Naor, Michael et al.: “The Role of Culture as Driver of Quality Management and Performance:Infrastructure Versus Core Quality Practices.” In Decision Sciences, 39, 4 (2008): 671-702.Vance, Anthony, Elie-Dit-Cosaque, Christophe and Detmar W. Straum: “Examining Trust inInformation Technology Artifacts: The Effects of System Quality and Culture.” In Journal of Management Information Systems, 24, 4 (2008) 73-100.Week 9 – June 2ndCross-cultural teams, distributed teams.Student presentationsReading for Week 9Pateli, Niki and Robert Tucker: “Power and Trust in Global Virtual Teams.” In Communications of the ACM, 52, 12 (2009) 113-115.Mockaitis, Audra et al.: “The Determinants of Trust in Multicultural Global Virtual Teams.” In Academy of Management Proceedings, 2009: 1-6.Gibbs, Jennifer: “Dialetics in a Global Software Team: Negotiating Tensions Across Time, Space and Culture.” In Human Relations, 62, 6 (2009) 905-935.Duckworth, Holly: “How TRW Automotive Helps Global Virtual Teams Perform at the Top of Their Game.” In Global Business & Organizational Excellence, 28, 1 (2008): 6-16.Week 10 – June 9thStudent presentationsCareer OptionsWrap-up(no readings for week 10) ................
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