approved beforehand). Course Outline Session One : Rand and Siegfried: the Capital Markets and Corporate Communications” “Mayday, “Mayday” and the Shift to Proactive Corporate Communications: How the onset of negotiated rates (May 1, 1975) affected corporate communications The decline of the soft dollar on research “sell-side” The rise of analysis and how companies responded “buy-side” Session Two Suggested reading: Bruck: The Predators’ Ball or Frantz: Levine & Co. How the Bond” Takeovers and Corporate Raiders Changed the Way Companies Communicate “Junk to Shareholders: The view from the raiders” camp and how they made their pitch to investors “corporate How corporate responded to the activist movement and became more aggressive How Boone Pickens, Carl Icahn and Ronald Perelman helped the growth of investor relations and reformed corporate communications Session Three : Levitt: Take on the Street Presentation: Groups 1 and 2 Capitalism” and How it Affected Corporate Communications: “Cowboy The rise of the dot.coms and how their stories were told * Silicon Valley IPOs and the NASDAQ bubble: the selling of a concept and the loss of accountability How Amazon and E-Toys Toys Us: how the and pick” business model changed “Killed” “R” “click the brick and mortar model The fallout from the dot.com downfall and how corporate communications had to change with the times * Session Four Suggested reading: Schiller: Irrational Exuberance Presentation: Groups 3 and 4 Guest Speaker: Laurie Hays, Senior Editor, Bloomberg
approved beforehand). Course Outline Session One : Rand and Siegfried: “Mayday, the Capital Markets and Corporate Communications” “Mayday” and the Shift to Proactive Corporate Communications: How the onset of negotiated rates (May 1, 1975) affected corporate communications The decline of the soft dollar on “sell-side” research The rise of “buy-side” analysis and how companies responded Session Two Suggested reading: Bruck: The Predators’ Ball or Frantz: Levine & Co. How the “Junk Bond” Takeovers and Corporate Raiders Changed the Way Companies Communicate to Shareholders: The view from the “corporate raiders” camp and how they made their pitch to investors How corporate responded to the activist movement and became more aggressive How Boone Pickens, Carl Icahn and Ronald Perelman helped the growth of investor relations and reformed corporate communications Session Three : Levitt: Take on the Street Presentation: Groups 1 and 2 “Cowboy Capitalism” and How it Affected Corporate Communications: The rise of the dot.coms and how their stories were told * Silicon Valley IPOs and the NASDAQ bubble: the selling of a concept and the loss of accountability How Amazon and E-Toys “Killed” Toys “R” Us: how the “click and pick” business model changed the brick and mortar model The fallout from the dot.com downfall and how corporate communications had to change with the times * Session Four Suggested reading: Schiller: Irrational Exuberance Presentation: Groups 3 and 4 Guest Speaker: Laurie Hays, Senior Editor, Bloomberg