Business Communication

Course Outline
Program: MBA (WX) Term: II

Course: Business Communication Code:

Teaching Scheme Evaluation Scheme

Classroom Practical/ Tutorials Credit Continuous Term End Examination
Session Group work Evaluation (TEE)
10 sessions 0 0 4 70% 30%
of 2.5 hours
Course Rationale:
This course aims at helping in developing vital communication skills that the learner can use in
communicating in today’s dynamic workplace. The course will introduce the learner to the
fundamental principles of Business Communication.

Course Objectives:
 To present a three-step process for all types of writing and presentation projects.
 To understand Business Communication Skills for workplace requirements.
 To elucidate how companies are using Blogs, Social Networks, Podcasts, Wikis and other
technologies for internal as well as external communication.

Learning Outcomes: The course will help the students to understand:

 The fundamental principles of Business Communication and develop the communication
skills required at workplace.
 How Business Communication differs from Social and Personal Communication
 How Social and Digital media have changed the course of Business Communication.
 Session Plan
Session Topic
1 Professional Communication in a Digital, Social, Mobile World:
Part A- Writing Business Messages: Adapting to Your Audience
2
Part B- Completing Business Messages
3 Digital Media
4 Social Media
5 Writing Routine and Positive Messages:
Part A- Writing Negative and Persuasive Messages
6
Part B- Writing Persuasive Messages
7 Writing and Completing Reports and Proposals
8 Developing Presentations in a Social Media Environment
9 Building Careers and Writing Résumés
10 Applying and Interviewing for Employment
 Pedagogy, Evaluation and References
Pedagogy:
• Lecture - discussion, Case Studies, Videos, and Assessment & Evaluation of Student
Learning.

Evaluation Scheme:
 Continuous Assessment 70%
 Term-End Exam 30%
Total 100%

Textbook:

Business Communication Today, Global Edition, by Bovee, Courtland L. , and Thill, John V.
Reference Book:
Business Communication, 4th Edition, by Chaturvedi, P.D., and Chaturvedi, Mukesh.
 Session 1
Professional Communication in a Digital, Social,
Mobile World
Professional Communication in a Digital, Social,
Mobile World
Two Perspectives
Perspective 1
 Perspective 1

• Ninety per cent of us 90% of times are unconscious of our communication.

 Perspective 1

• The key word here is “Unconscious”, or

“Sub-conscious”.
 Perspective 1

• If any one claims that they are conscious of their communication, my

contention is that they may be conscious of ‘What’ they communicate, but,
still, not conscious of ‘How’ they communicate.
 Perspective 1

• ‘What’ means ‘Content’.

• ‘How’ means ‘Delivery’.
 Perspective 1

• ‘Content’ means ‘Verbal’.

• ‘Delivery’ means ‘Non-verbal’.
 Perspective 1

• But, the key question is:

 Perspective 1

• “Why do we need to be conscious of our communication?”

 Perspective 1

• The answer is:

 Perspective 1

• For ‘Control’.
 Perspective 1

• Control over the Situation – Communication Situation.

 Perspective 1

• Meaning by, Control over your communication and communication of

others.
Perspective 2
 Personal
Sphere

Social
Sphere

Increasing Professional
Sphere
Level of
Communication
Decreasing
A Little Story
 Frequently Confused Words
Underline the correct word in each sentence:

a. To be successful, one must (accept, except) a certain amount of stress.

b. Our plans were (all ready, already) when the news came in.

c. The (incidence, incidents) of breakdowns has decreased.

d. No manager can afford to (loose, lose) his or her self-control.

e. Good lines of communication maintain company (moral, morale).

f. I’ve worked with both Tom and Rita, and I prefer the (later, latter).

g. Civilized people can (defer, differ) in their opinions without getting angry.
 Frequently Confused Words
Underline the correct word in each sentence:

h. The (principal, principle) was sound, but the details were misleading.

i. In the future, sales representatives will be assigned (routes, routs) by the

Mumbai office.

j. See whether this regulation can be (waived, waved).

k. I would (advice, advise) you to hedge your investments.

l. The color of that hat is a perfect (complement, compliment) to the colors in

the dress.
 Frequently Confused Words
Underline the correct word in each sentence:

m. Because employment matters are so sensitive, you will have to make some
(discreet, discrete) inquiries if you want to find out about his previous
performance.

n. I have received no greater compliment (than, then) the one she gave me
yesterday.

o. That chair is (stationary, stationery), but the other one can be moved.
 Key
Frequently Confused Words

a. accept j. waived
b. all ready k. advise
c. incidence l. complement
d. lose m. discreet
e. morale n. than
f. latter o. stationary
g. differ
h. principle
i. routes
Understanding Why Communication Matters
 Communication is Important to Your
Career
• Your career will give you the opportunity to communicate,
collaborate and share ideas with many people, both inside and
outside your organization
• You may be an employee, executive, consultant or freelancer
to a company
• You may become an entrepreneur
• In all these roles, communication skills may be the single most
important skill you possess
Figure 1.1: Sharing Information
 Communication is Important to Your Company
• Aside from personal benefits, communication should be
important to you because it is important to your company in
three essential areas:
– Operations
– Intelligence
– Relationships
 What Makes Business Communication
Effective?

• Provide practical information

• Give facts rather than vague impressions
• Present information in a concise, efficient manner
• Clarify expectations and responsibilities
• Offer compelling, persuasive arguments and recommendations
Communicating as a Professional
Understanding What Employers Expect
From You

• Acquiring, processing, and sharing information.

• Using communication to foster positive working relationships.
• Representing your employer in the public arena.
• Efficiently using the tools that your employer provides.
Elements of Professionalism
Communicating in an Organizational Context (1 of 2)

• Every organization has a formal communication network

– Downward communication
– Upward communication
– Horizontal or lateral communication
• Every organization also has an informal communication
network
Communicating in an Organizational Context (2 of 2)

Figure 1.4 Formal Communication Network

 Adopting an Audience-Centered
Approach
• Focus on the “You” Attitude

– Emotional Intelligence
– Business Etiquette
– What is important to your audience?
• Biases
• Education, Age, and Status
• Style
• Personal and Professional Concerns
Exploring the Communication Process
 The Conventional Communication
Model
Figure 1.5 The Conventional Communication Process
 Barriers in the Communication Environment

• Noise and distractions

• Competing messages
• Filters
• Channel breakdowns
 Inside the Mind of Your Audience
• How Audiences Receive Messages
• How Audiences Decode Messages
• How Audiences Respond to Messages
 How Audiences Receive Messages

• Consider audience expectations

• Make messages user-friendly
• Emphasize familiarity
• Practice empathy
• Design for compatibility
 How Audiences Decode Messages

• Perception
• Selective Perception
• Cultural Beliefs
• Personal Beliefs
• Individual Thinking Styles
ABSTRACTION ENVIRONMENT

NOISE NOISE

MESSAGES

FILTE FILTE
R R Mental

A B Frame
Mental State

MEDIUM

MINDEST
FEEDBAC
K INTERESTS FILTER:
SELECTIVE RECEPTION # Attitudes
# Beliefs
SUBJECTIVE INTERPRETATION ACTIONS #Emotions
(BEHAVIOUR)
PERCEPTION
 How Audiences Respond to Messages
• Must Remember Message
• Must Be Able to Respond As You Wish
• Must Be Motivated to Respond
Figure 1.6 How Shared Experience Affects
Understanding
Figure 1.7 The Social Communication
Model
Using Technology to Improve Communication
 The Potential Benefits of
Communication Technology

• Greater effectiveness
• Greater efficiency
• Better and easier research
• Improved decision making
• Fewer barriers
 Effective Use of Technology

• Keep technology in perspective

• Guard against information overload
• Use your tools wisely
• Use your tools efficiently
• Reconnect with people
 The Spectrum of Contemporary
Communication Technology
• Social and Workgroup Communication Systems
• Mobile Communication
• Intelligent Communication Technology
 Social and Workgroup Communication
Systems
• Social media are digital platforms that empower stakeholders as
participants in the communication process.
– Share content
– Revise content
– Respond to content
– Contribute new content
 Mobile Communication

• Greater flexibility
• Enhance productivity and collaboration
• More engaging experiences for customers and other users

Rather than an extension of a traditional work computer, mobile

devices can be the primary interface that connects employees to the
company’s information networks.
 Intelligent Communication Technology

• Artificial intelligence to enhance the communication process.

• Machine learning and deep learning
• Natural language processing
• Computer vision
Committing to Ethical and Legal Communication
 Ethical Communication

Ethics are the accepted principles of right and wrong that govern
behavior and decision making within a society.
• Includes all relevant information
• Is true in every sense
• Is not deceptive in any way
 Forms of Unethical Communication

• Withholding information
• Distorting information
• Plagiarizing
 Distinguishing Ethical Dilemmas from
Ethical Lapses
Ethical Dilemmas Ethical Lapses

Choosing among alternatives that are not Clearly unethical choice

clear-cut
 Ensuring Ethical Communication
• Three Elements
– Ethical individuals
– Ethical company leadership
– Appropriate policies and structures
• Code of Ethics
• Ethics Audits
 Ensuring Legal Communication
• Laws and Regulations Govern
– Promotional communication
– Contracts
– Employment communication
– Intellectual property
– Financial reporting
– Defamation
– Transparency requirements