Faculty of Business Administration

Course Outline Communication Skills

1. Course Code and General Information

Course Code HUM 231
Course Title Communication Skills
Credit Hours 03
Pre-requisite Functional English
Program BBA
Semester Spring 2021

2. Instructor and contact information

Faculty Name Mr. Aseem Rizvi, Ms. Syeda Tuba Javaid, Ms. Misbah Majeed, Ms. Sana
Atique, Col. Akhter Khalili
Email Address aseem@iqra.edu.pk, tuba@iuk.edu.pk , misbah.majeed@iqra.edu.pk ,
sana.atique@iqra.edu.pk
Office Number Faculty Room, GCI
Office Hours Monday – Friday: 10:00 – 6:00

3. Program Learning Outcomes

Critical Thinking and Decision Making
PLO1: Illustrate critical thinking skills in solving complex business problems in a local and
global environment
Leadership Skills
PLO2: Exhibit leadership skills in executing projects in complex business environment
Communication Skills
PLO3: Communicate professionally through oral and written means by using appropriate
technology
Experiential Learning
PLO4: Demonstrate business knowledge through practical assignment by working in a real
environment
Ethics and Values
PLO5: Apply ethical principles and show commitment towards sustainable development goals

4. Course Description
The course focuses on developing advanced communicative skills which prepares students for real life
context beyond the classroom. The course works on refining students’ critical skills whilst providing
opportunities for expressing ideas and opinions both through written and oral communication. Students
through different modules will learn to analyze what the audience requires, the purpose of
communication and planning their work. Effective oral communication is one of the core goals of the
course that is achieved through group discussions, individual presentations and mock interviews.

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Professional writing skills will be developed through practice of writing letters, emails and memos.
5. Course Objectives
After the successful completion of the course, students will be able to:
CO1 understand the process, types and role of communication in professional life.
CO2 learn the hindrances in communication process and the strategies to overcome them
CO3 adopt professional writing style to write different types of business messages effectively
CO4 communicate effectively during the job search process
CO5 develop and deliver oral presentations

6. Course Learning Outcomes (CLO)

Students will be able to:
LO1 explain the process and types of communication
LO2 identify the barriers to communication and apply strategies to overcome them
apply 7 C’s of communication to adopt a professional writing style to write positive,
LO3 negative and persuasive emails, memos and letters
LO4 write effective resumes and cover letters
LO5 apply strategies to plan and deliver effective oral presentations

7. Teaching and Assessment

Code CLO Teaching Strategies Course Assessment
Methods
1 Critical Thinking and Decision Making
CLO2 Students will be able to learn the Lecture Examination
hindrances in communication Reading Assignments Quizzes
process and the strategies to Group Discussion
overcome them.
2 Leadership Skills
- - - -

3 Communication Skills
CLO1 Students will be able to understand Lecture Quizzes
the process, types and role of Reading Assignments
communication in professional life
CLO3 Students will adopt professional Lecture Examination
writing style to write business Reading Assignments Quizzes
messages. Writing tasks
CLO4 Students will be able to write Lecture Examination
different types of business Reading Assignments Quizzes
messages effectively. Writing tasks
CLO5 Students will be able to develop Lecture Examination
and deliver oral presentations. Group Discussion Presentation

CLO6 Students will be able to Lecture Examination

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 communicate effectively during the
job search process.
4 Experiential Learning
- -
5 Ethics and Values
- -
8. Alignment of Course Learning Outcomes with Program Learning Outcomes
S No. Course Learning Outcomes (CLO)
1 CLO 1
2 CLO 2
3 CLO 3
4 CLO 4
5 CLO 5
9. Course Contents
Session Topic
1 Unit 1.1 Introduction to
Communication Skills
Unit 1.2 Types of Communication
Unit 1.3 The Communication
Process
Unit 1.4 Audience Centered
Approach
2 Unit 2.1 Verbal Communication
Unit 2.2 Non-verbal
Communication
Unit 2.3 Barriers to
Communication
Unit 2.4 Improving Listening
Skills
3 Unit 3.1 3*3 Writing Process
Unit 3.2 Completeness
Unit 3.3 Conciseness
4 Unit 4.1 Consideration
Unit 4.2 Clarity
Reading Assignments Quizzes
Writing tasks
- -
- -
Program Learning Outcomes (PLO)
PLO 1
PLO 3
PLO 3
PLO 3
PLO 3
Recommended Readings
Chapter 1, page 2 of Thill, J. V., & Bovée, C.
L. (2013). Excellence in business
communication. Prentice-Hall, Inc.
Part 1, page 2 of Bovée, C. L., Thill, J. V., &
Raina, R. L. (2016). Business communication
today. Pearson Education India.
Unit 1, page 2 Guffey, M. E., & Loewy, D.
(2016). Essentials of business communication.
Cengage Learning.
Study Chapter 1 – Communication in the
Digital-Age Workplace (page no. 10 - 14) of
the recommended textbook - Essentials of
Business Communication (10th Edition) by
Guffey and Lowey (2016).
Read Chapter 2 of Essentials of Business
Communication (10th edition) from page
number 38 to 51.
Read Chapter 4 of Essentials of Business
Communication (10th edition) from page
number 91 to 101.
Read Chapter 6 of Excellence in Business
Communication (10th edition) from page
number 153 to 167.
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5 Unit 5.1 Courtesy Read Chapter 6 of Excellence in Business
Unit 5.2 Concreteness Communication (10th edition) from page
number 153 to 167.
6 Unit 6.1 Emails Read chapter five “Short Workplace Messages
Unit 6.2 Instant Messaging & and Digital Media” from the book Excellence
Texting at job in Business Communication by Thill & Bovee,
Unit 6.3 Interoffice Memos 2013, pages 120-139.

7 Unit 7.1 Structuring Read pg. 76 to 106 of The complete

Presentations Effectively Presentations Handbook by Sudy Suzon.
Unit 7.2 Giving Interesting
Introductions & Proper Conclusion
Unit 7.3 Designing Effective
PowerPoint Presentations
Unit 7.4 Body Language for
successful Presenters
8 Midterm Examination
9 POSITIVE AND ROUTINE Chapter 8 (Thill & Bovee, 2013) Writing
MESSAGES Routine and Positive Messages pages 223- 240
Unit 9.1 Introduction & Strategy
Unit 9.2 Routine Requests for
Information/Claims
Unit 9.3 Granting Claims -
Requesting & Replying References
10 NEGATIVE NEWS/REFUSALS Writing negative messages Excellence in
Unit 10.1 The use of Buffers business communication 10th edition John v.
Unit 10.2 Tactful Reasoning Thill/courtland l. Bovee
Unit 10.3 Delivering the Bad
News
Unit 10.4 Positive Close
11 PERSUASIVE MESSAGES Study Chapter Eight – Persuasive
Unit 11.1 Understanding Messages (pages 226-236) of the
Persuasion. recommended textbook - Essentials of
Unit 11.2 What are the effective Business Communication by Guffey and
persuasion techniques? Lowey (2016).
Unit 11.3 Understanding the
writing plan for persuasive
requests.
12 PERSUASIVE MESSAGES Study Chapter Eight – Persuasive
(CONT.) Messages (pages 226-236) of the
Unit 12.1 How to plan a sales recommended textbook - Essentials of
message? Business Communication by Guffey and
Unit 12.2 Understanding the Lowey (2016).
AIDA Model
13 REPORT WRITING Study Chapter 9 – Informal Reports (pages 264
Unit 13.1 Reports - 288) of the recommended textbook -
Essentials of Business Communication (10th

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 Unit 13.2 Types of Reports
Unit 13.3 Justification/
Recommendation Report
Unit 13.4 Progress Report
14 Unit 14.1 Resume Writing
Unit 14.2 Tips for Resume
Writing
Unit 14.3 Types of Resume
Unit 14.4 Format of Resume
15 Unit 15.1 What is a cover letter?
Unit 15.2 Types of cover letter.
Unit 15.3 Writing effective cover
letters?
16 Final Examination
Edition) by Guffey and Lowey (2016)
Chapter 13 “The Job Search, Resumes, and
Cover Letters” on page 404 of the
recommended textbook - Essentials of
Business Communication (10th Edition) by
Guffey and Lowey (2016.)
Chapter 13 “The Job Search, Resumes, and
Cover Letters” on page 404 of the
recommended textbook - Essentials of
Business Communication (10th Edition) by
Guffey and Lowey (2016.)

10. Schedule of Assessment Tasks for Students During the Semester

S. No. Course Assessment Method Week Due Percent of Total Assessment
1 Quizzes 3, 5, 12 15%
2 Midterm Examination 8 25%
3 Assignments 4, 14 10 %
4 Presentations 11 10%
5 Final Examination 16 40%

11. Grading Policy

‘A’ Grade 88 and above
‘B+’ Grade 81-87
‘B’ Grade 74-80
‘C+’ Grade 67-73
‘C’ Grade 60-66
‘F’ Grade Below 60
12.
13. Text Book(s)
1. Guffey, M. E., & Lowey, D. (2016). Essentials of Business Communication (10th ed.).
Boston: Cengage Learning.

14. Reference Books & Learning Material

 Connelley, M. (2013). Get writing paragraphs and essays (3rd ed.). Boston: Wadswort Cengage
Learning.
 Kramer, E. (2012). Active interviewing: Branding, selling and presenting yourself to win your next
job. Boston: Cengage Learning.
 McWhorter, K. (2010). Successful college writing (4th ed.). Boston: Bedford/St. Martin’s.
 Riordan, D. (2014). Technical report writing (10th ed.). Boston: Cengage Learning.
 Savage, A., & Mayer, P. (2005). Effective academic writing: The short essay. New York: OUP.

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 15. Code of Conduct
 Follow the University attendance policy.
 Observe the class schedule.
 Keep cell phone off during the class.
 Submit assignments as per requirements.
 Maintain a disciplined, and respectful attitude towards the teacher and fellow students.
 Abstain from any form of plagiarism.

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