CONTENTS

TITLE PAGE

INTRODUCTION

UNIT 1. INTRODUCTION TO QUALITY MANAGEMENT

UNIT 2. EVOLUTION

UNIT 3. CUSTOMER FOCUS

REVIEW units 1-3

UNIT 4. LEADERSHIP

UNIT 5. ENGAGEMENT OF PEOPLE

UNIT 6. PROCESS APPROACH

REVIEW units 4-6

UNIT 7. IMPROVEMENT

UNIT 8.EVIDENCE BASED DECISION MAKING

UNIT 9. RELATIONSHIP MANAGEMENT

REVIEW units 7-9

UNIT 10. QUALITY STANDARDS

UNIT 11. QUALITY MANAGEMENT SOFTWARE

UNIT 12. QUALITY CONTROL

REVIEW units 10-12

UNIT 13. QUALITY ASSURANCE

UNIT 14. SERVICE QUALITY

REVIEW units13-14

APPENDIX

CONCLUSION

REFERENCES & RESOURCES

REVIEW units 7-9

 

1. Match the word/phrase to its definition.

1.     Earned Media

a)                 The amount of time needed by reporters to gather information for their story; varies by type of outlet, with magazines having the longest lead times and online the shortest.

2.     Launch

b)                Third-party endorsement for your client, whether from the sharing of media coverage or tweets, reviews and posts from consumers of your client’s product.

3.     Lead time

c)                Short for editorial calendars, ed cals are a schedule of topics media will cover at a certain publication for the entire year. These can give PR pros a starting point for reaching out to an editor about a story.

4.     Embargo

d)                The sharing of unannounced, relevant information between a PR pro and the media that cannot be published before an agreed upon time and date. For example, if you have a new phone model coming out, you contact reporters asking if they are interested in information, reach an agreement that they won’t post the news before a certain time and then give them a preview of the information to be announced.

5.     Ed Cals

e)                 Offering first-look information or samples to a single, usually major, media outlet. This means that the information or product won’t be shared with any other outlets until the original outlet has posted their story. Can be a good way to kick off a campaign.

6.     Exclusive

f)                  The official announcement, usually jump started with a press release, about a new product or service.

7.     Paid Media

g)                Content created by you and your client, such as company blogs, company website and corporate social media profiles.

8.     Owned Media

h)                Not just your traditional advertising, this can encompass Facebook, YouTube, LinkedIn and Twitter ads that can work as part of an integrated QUALITY and social media strategy.

9.     Glittering Generalities

a)                 This is a technique in which you argue against your opponent's ideas by attacking your opponent's character with claims that may or may not be true.

10. Personal Attack

 

b)                Political ads are filled with misleading propaganda. But sometimes it's difficult to identify what is misleading about it.

11. Recognizing Specific

c)                In this technique, you try to take the positive or negative feelings associated with a particular symbol or image and tie those feelings to a candidate-either yourself or your opponent.

 

12. Transfer

 

d)                In this technique, you try to incite strong emotions using specific stories or images. Often, an appeal to emotions takes the form of a tragic or inspiring personal story.

 

13. Card Stacking

 

e)                 This is a technique in which you distract the audience from the issue at hand by changing the subject to a completely unrelated issue. It's a way of taking attention away from policy ideas that might not be popular.

14. False Cause

 

f)                  This technique implies that because B came after A, A must have caused B--even though the two events might be completely unrelated. It's often a way of blaming an incumbent for things that happened during his first term that he had no control over.

15. Red Herring

 

g)                This technique refers to arranging a deck of cards so that you end up dealing yourself all the good ones. It consists of focusing only on key words or statistics that help your case and leaving out any words or statistics that hurt your case. It's a way of telling half of the truth.

16. Appeal to Emotions

 

h)                This technique uses positive-sounding words that seem important but mean very little and are impossible to prove or disprove.

17. Loaded Words

 

i)                   With this technique, you persuade people with fear by saying, «If you vote for my opponent, something terrible will happen

 

18. Appeal to Fear

 

j)                   This technique relies on using words with strong positive or negative connotations. Name calling is an example. So is any use of a word that has a powerful emotional connection.

19. Quotes out of Context

 

k)                With this technique, you make a statement over and over again until it sticks in people's heads (even if it isn't true.) In campaigns, these are often called «talking points»--simple, easy-to-remember statements that get repeated endlessly.

20. Repetition

 

l)                   This technique is a way of saying that your claim must be (or might be) true only because no one can prove that it isn't true.

21. Arguing from Ignorance

m)              This technique consists of using only part of a quotation from your opponent and editing it in such a way that makes the statement sound worse than it originally was.

 

1.                Do the quiz.

1. Two «quality gurus» that were involved in training Japanese manufacturers in the 1950's were:

  A) Crosby and Shewhart

  B) Crosby and Juran

  C) Juran and Deming

  D) Deming and Crosby

 

2.  Which of the following is a principle of total quality management?

  A) Continuous process improvement

  B) Continuous productivity improvement

  C) Continuous value enhancement

  D) Continuous defect elimination

 

3.  The difference between and internal and an external customer is:

  A) Internal customers usually work in the business, external customers do not.

  B) External customers care about what they receive, internal customers do not.

  C) Internal customers do not evaluate quality, and external customers do.

  D) Quality-oriented businesses care only about external customers.

 

 4.  For services, a quality dimension that can be important would be:

  A) Deliverables

  B) Inputs

  C) Tangibles

  D) Durability

 

5.  The most frequently used framework for obtaining continuous improvement is:

  A) The plan-do-check-act cycle

  B) Quality function deployment

  C) The quality circle

  D) The cause and effect process

 

6.  Costs associated with efforts to prevent errors are

  A) Appraisal costs

  B) Direct costs

  C) Prevention costs

  D) Expected costs

 

7.  A commonly used structure for continuous improvement is known as 

  A) The principle of quality 

  B) The quality improvement story

  C) Benchmarking

  D) The Kano model

  

8. An ISO9000 certified business:

  A) Has shown that it produces high quality products.

  B) Has demonstrated six sigma quality.

  C) Has shown that it has quality systems in place.

  D) Has demonstrated a quality reputation.

 

9.  DMADV refers to

  A) Design of new products

  B) Improvement of existing products

  C) ISO 9000 2000 certification

  D) The Baldrige award

 

10.  Which of the following is not a criterion for the Malcomb Baldrige Award?

  A) Leadership

  B) Defect rate

  C) Process management

  D) Business results

 

3 Role-play. You are a Project Team. Discuss the main parameters of the future package. Use suitable phrases from the boxes below.

 

Student A

Student C

You are a Project Team Coordinator. Rule the process of negotiations. Ask the member of the Marketing Group about the task. Point out the priorities. Eliminate differences.

You are a Graphic Arts designer. You convince everybody to make the package original and beautiful.

Student B

Student D

You are a member of the Marketing Group. You want the package to be practical and beautiful.

You are a Retailer. Insist on making the package best for transportation and storing.

 

4 Discuss these questions in your group.

1.                 What are the advantages and disadvantages of working in a team in comparison to working in alone?

2.                 What is the most and the least important things in a group work? Arrange the mentioned below factors according to degree of their importance.

·                   personal attitudes

·                   technical knowledge and skill

·                   diplomacy

·                   activity

·                   ability to do work fast

·                   personal interest

·                   ability to listen to other people

·                   ability to manipulate people

·                   ability to make the work seem funny

·                   ability to concentrate

·                   ability to stand up you point of view

·                   ability to sacrifice you free time

·                   anxiety

·                   fear of losing your job

3.                 What principles would you follow if you work in a team?

4.                 Will you choose a role of coordinator or executor? Explain your choice.

5.                 If you were a team coordinator, what way would you behave? What behavior would you expect from your team in that case? Give an example of an ideal leader. What makes him/ her the best?

 

5. Video

You are going to watch Mona Chalabi talking about an attempt to take the numb out of numbers. She's left with lots of «ers».

5.1 Fill in the missing information after watching the video. 

I'm going to be _______ about statistics today. If that makes you immediately feel a little bit wary, that's OK, that doesn't make you some kind of _______ conspiracy theorist, it makes you skeptical. And when it comes to numbers, especially now, you should _______  skeptical. But you should also be able to tell which numbers are reliable and which ones aren't. So today I want to try to give you some tools to be able to do that. But before I do, I just want to _______  which numbers I'm talking about here. I'm not talking about claims like, «9 out of 10 women recommend _______  anti-aging cream». I think a lot of us always roll our eyes at numbers like that. What's different now is people are questioning statistics like, «The US unemployment rate is five percent». What makes _______  claim different is it doesn't come from a private company, it comes from the government.

About 4 out of 10 Americans distrust the economic data that gets reported by government. Among supporters of President Trump it's even higher; it's about 7 out of 10. I don't need to tell anyone here that there are a lot of dividing lines in our society right now, and a _______  of them start to make sense, once you understand people's relationships with these government numbers. On the one hand, there are those who say these statistics are crucial, that we need them to make sense of society as a whole in order to move _______ emotional anecdotes and measure _______  in an objective way. And then there are the others, who say that these statistics are elitist, maybe even rigged; they don't make sense and they don't really reflect what's happening in people's everyday lives.

It kind of _______  like that second group is winning the argument right now. We're living in a world of alternative facts, where people don't find statistics this kind of common ground, this starting point for debate. This is a problem. There are actually moves in the US right now to get rid of some government statistics altogether. Right now there's a bill in congress about measuring racial inequality. The draft law says that government _______  should not be used to collect data on racial segregation. This is a total disaster. If we don't have this data, how can we observe discrimination, let alone fix it? In other words: How can a government create fair policies if they can't measure current levels of unfairness? This isn't just about discrimination, it's everything — think about it. How can we legislate on health care if we don't have good _______  on health or poverty? How can we have public debate about immigration if we can't at least agree on how many people are entering and leaving the country? Statistics come from the state; that's where they got their name. The point was to better measure the population in order to better serve it. So we need these government numbers, but we _______  have to move beyond either _______  accepting or blindly rejecting them. We need to learn the skills to be able to spot bad statistics.

 

5.2 After watching the video say in what context the following words and phrases were mentioned.

·                   when I was working in a statistical department

·                   the United Nations

·                   how many Iraqis had been forced from their homes

·                   we were making decisions that affected the accuracy of our numbers

·                   I started to feel really disillusioned with our work

·                   who could really tell us were the Iraqis let alone

·                   and they rarely got the chance to find our analysis,

·                   to be able to question them.

·                   a data journalist

·                   to be a geek or a nerd

·                   they're smart while pretending they're humble

·                   absolutely anyone can do this

 

3. Say if these statements are true or false.

1.                 One of things that's really changed people's relationship with numbers, and even their trust in the media, has been the use of political polls.

2.                 I personally have a lot of issues with political polls because I think the role of journalists is actually to report the facts and not attempt to predict them.

3.                 Based on national elections in the UK, Italy, Israel and of course, the most recent US presidential election, using polls to predict electoral outcomes is about as accurate as using the moon to predict hospital admissions.

4.                 Our societies have become really diverse, which makes it difficult for pollsters to get a really nice representative sample of the population for their polls.

5.                 People are really reluctant to answer their phones to pollsters, and also, shockingly enough, people might lie.

6.                 The probability of a Hillary Clinton win was communicated with decimal places. Instead of finding out the probability of getting the flu in any given month, you can see the rough distribution of flu season.

7.                 The point of these shaky lines is so that people remember these imprecisions, but also so they don't necessarily walk away with a specific number, but they can remember important facts.

8.                 Facts like injustice and inequality leave a huge mark on our lives.

9.                 Facts like Black Americans and Native Americans have shorter life expectancies than those of other races, and that isn't changing anytime soon.

10.              Facts like prisoners in the US can be kept in solitary confinement cells that are smaller than the size of an average parking space.