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BUCO Hosts MCA

Conference on management communication brings academics to USC Marshall

June 01, 2018
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Hosted by USC Marshall’s Department of Business Communication (BUCO), the 39th annual meeting of the Management Communication Association (MCA) will be held June 7 – 10 at the University of Southern California. Titled “Creativity, Integrative Thinking and Storytelling: Present & Future Trends in Management Communication,” the conference will feature talks and panel discussions, as well as a visit to the University of Southern California Institute for Creative Technologies (ICT).

Participants are academics from business schools across the nation — including Stanford’s Graduate School of Business, Cornell’s SC Johnson Graduate School of Management, New York University’s Stern School of Business, Northwestern University’s Kellogg School of Management, University of Texas at Dallas’ Jindal School of Management and the University of Pennsylvania’s Wharton School — as well as from Singapore Management University.

“We live in the age of fast-moving technology that permeates businesses worldwide,” said Marion Philadelphia, BUCO department chair and professor of clinical business communication at USC Marshall. “While many tasks today can be fulfilled by computers, robots and Artificial Intelligence, what distinguishes people from such technologies is their ability of applying nuanced communication that draws on integrative thinking, storytelling and creativity. At the conference, we will share and debate how we can best ensure student learning, growth and leadership in these soft-skill areas, while utilizing technology to support our communication goals.” 

"While many tasks today can be fulfilled by computers, robots and Artificial Intelligence, what distinguishes people from such technologies is their ability of applying nuanced communication that draws on integrative thinking, storytelling and creativity." --Marion Philadelphia, BUCO chair and professor of clinical business communication

The MCA had its inconspicuous beginning in 1978, when a small group of colleagues from elite MBA programs got together at Yale to discuss the communication programs at their schools. They decided to make it an annual event. MCA has met every year at campuses from New Hampshire to Arizona, from Minnesota to Louisiana, from California to the District of Columbia, and has spawned scores of professional friendships and collaborations.

USC Marshall’s BUCO has emerged as the largest and one of the most prestigious academic entities of its kind, contributing to education and scholarship for more than 35 years. BUCO courses prepare students for a world driven by communication by applying theory to practical challenges in the professions, including the art of creating strategic messages for diverse audiences, leading successful dialogue, networking and connecting with stakeholders across cultures and utilizing multiple media.

USC’s ICT is a DoD-sponsored University Affiliated Research Center (UARC) working in collaboration with the U.S Army Research Laboratory and a leader in utilizing artificial intelligence, graphics, virtual reality (VR) and narrative advance low-cost immersive techniques and technologies to solve problems facing service members, students and society. It is based in Playa Vista near USC’s downtown University Park Campus.