LECTURER: JOHN DOE

ACADEMIC INTEGRITY AND WRITING FOR BUSINESS

THEMENLANDKARTE

Introduction to Academic Integrity 1

Introduction to Academic Referencing 2

Work with Academic Resources 3

Fundamentals of Business Writing 4

Developing Convincing Business Writing 5

Examples of Compelling Business Writing 6

UNIT 5

DEVELOPING CONVINCING BUSINESS WRITING

STUDY GOALS

On completion of this unit, you will have learned …

− … to consider the target audience for your business writing.

− … to consider the objectives of the message that your business writing
is trying to convey.
− … to recognize the wide range of forms of writing required in a business
setting.
− … to organize and structure your thoughts prior to writing.
− … to follow a number of standards and guidelines for effective business
writing.
EXPLAIN SIMPLY

1. What is the importance of Aristotle’s rhetorical

triangle?

2. What are the basic elements of good business

writing?

3. How do you best understand your intended

audience?
RHETORICAL TRIANGLE

Source of the image: IU International University of Applied Sciences, course book, p. 85.
CONSIDERING THE RECIPIENT

Target Groups Example/Explanation

Internal Communication
How do these target
groups differ from one another?
External Communication Can you give an example for each
group?

Characteristics of the target group

Source of the text: IU International University of Applied Sciences, course book, p. 86–88.
CONSIDERING THE OBJECTIVE

Objectives Example/Explanation

SMART Objectives

Identifying the objective

Common objectives
− Giving information
− Requesting information
− Responding
− Proposing
− Relationship building
− Delivering a difficult message

Source of the text: IU International University of Applied Sciences, course book, p. 90–94.
DEVELOPING YOUR WRITTEN COMMUNICATION

Construct Example/Explanation
Structure of the Document

Correct Salutations and Titles

Spelling, Punctuation, and Grammar

Useful Writing Phrases

The Right Tone/Voice

Reviewing

Source of the text: IU International University of Applied Sciences, course book, p. 94–101.
REVIEW STUDY GOALS

− Successful business writing, as encapsulated in Aristotle’s rhetorical

triangle, requires the effective fusion of ethos (the writer), pathos (the
target audience), and logos (the intended message). Failing to attend
adequately to any of the three points on the triangle is likely to limit the
effectiveness of any communication.
− It essential to understand fully who the intended audience is for any
written communication. The style, tone, and formality of business
writing should be a reflection of the relationship that is shared with the
recipient.
− The five criteria of Drucker’s SMART concept can help to create an
efficient piece of business writing.
SESSION 5

TRANSFER TASK
TRANSFER TASK – FOLLOW GUIDELINES

Draft an e-mail to your Professor asking about making an

appointment on TEAMS to discuss lecture material. Ensure that
your e-mail follows the SMART Objectives we discussed for good
business writing.
TRANSFER TASK
PRESENTATION OF THE RESULTS

Please present your

results.
The results will be
discussed in plenary.
TRANSFER TASK:
TASKS – APPLY SMART OBJECTIVES

Aristotle’s triangle requires a constant balance between needing to

appear professional and credible while also interacting in the right
way according to the recipient, the nature of the message, and the
topic under discussion. Discuss best approaches to getting the
balance right in the following business writing settings:
1. Writing a quick email to a close colleague.
2. Writing a formal email to a potential customer after a sales
pitch.
3. Writing a Thank you email after a job interview.
TRANSFER TASK
PRESENTATION OF THE RESULTS

Please present your

results.
The results will be
discussed in plenary.
LEARNING CONTROL QUESTIONS

1. Which of these is not one of the three concepts that

Aristotle used to explain how rhetoric works?

a) kairos
b) pathos
c) ethos
d) logos
LEARNING CONTROL QUESTIONS

2. How is it most appropriate to sign off in a letter where the

recipient is unknown/unnamed?

a) Best regards
b) Cheers
c) Sincerely
d) Best wishes
LEARNING CONTROL QUESTIONS

3. When would it be appropriate to put an emoji in a

work e-mail to colleagues?

a) if it is in an e-mail where all the recipients are close

colleagues
b) if it is in an e-mail that is delivering good news
c) it is never appropriate to put an emoji in a work e-mail
d) if it is in an e-mail where an emoji is in keeping with the
target audience and the message being conveyed
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