Centre for Teaching, Learning, and Professional Development

JAIPURIA INSTITUTE OF MANAGEMENT

PGDM 2013-15; TRIMESTER- IV

Course Code: BC 401 Course Title: Business Communication II

Course Overview:
The youth in India is passing through an era of breakneck competition. If you, as a
student, wish to carve out your path in this competitive world then you will have to
prove yourself with more-than-usual hard work and high level of perseverance.
Communication is crucial to express your thoughts and make your mark in the
corporate world. Globally countries have realized the power of communication and
personality in business, and the emphasis in this area is growing at a rapid pace.
Hence, jobs in this decade are more service oriented, making information and social
skills increasingly important.

It is imperative to understand that today companies test candidates on multiple
attributes to find the right match. To develop communication skills and build
personality for business, one needs to be well versed with all the facets of
communication such as interview skills, personal effectiveness and business etiquette.
Every job selection process requires the student to undergo a two-tier test the
written and the verbal. The final selection process consists of a group discussion and
an interview. Group discussions and interviews are well-formulated devices of
judging the overall suitability of candidates and, thus, a good candidate should make
full preparation before appearing for a group discussion or an interview. The selection
procedure helps the employer to assess the personality, knowledge, communicative
ability and leadership qualities of the participant, besides other skill sets. At the same
time, this selection procedure also helps the candidates to assess their own skills and
identify the areas that need improvement.

Given this scenario, this course will help you customize your communication and
personality according to the demands of the changing economic scenario. It will help
you to put your best foot forward in the selection process. It will also assist you in
understanding the nuances of certain essential workplace communication modes. The
course shall acquaint you with the concepts, methods and the skill sets needed for
achieving success in the selection process and also for negotiating communication
situations in the business world with ease and confidence.

The first module of the course deals with Personal Branding through Social Media.
In todays media-saturated environment, networking through social media channels
has become just as important as face-to-face networking, in both personal and
professional spheres. The role of social media platforms in personal branding cannot
be underestimated as today Social Media is the most vital tool to market yourself at
global platform. Facebook, Twitter, LinkedIn are by far the largest and most widely
accessed online social networking platforms at the global level. All are relevant for
establishing and maintaining a personal and professional image, and all can be used
not only as ways to connect with others but also as ways to market yourself in a
professional and academic context. This module is a quick guide to using different
social networking platforms to take your personal branding to the next level.

The second module on Group Discussion will help you to hone your skills as a

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leader and a team player. The module will also help you to use the right words and
right logic in order to persuade your peers in a Group Discussion. You will learn to
exercise your critical thinking skills and will get your views across in an assertive
manner without offending others. The evaluation of Mock GDs will consider the
different rubrics created particularly for providing elaborate individual feedback thus
enabling improvement in your area/s of weakness.

The third module on Body Language and Mannerisms will make you familiar with
the nuances of non-verbal communication and the very important part it plays, not
only in the interviews, but also at the workplace. It would also apprise you of the
correct mannerisms which need to be observed at the workplace in our day to day
work, to cultivate relationships across levels at the workplace, business partners and
clients alike.

Interviews-Telephonic & Personal in the fourth module will take you through the
intriguing, tougher and trickier questions asked by the interviewer. This module will
also expose you to the non-personal round of interviews, which is the telephonic
route.

Module five comprises Workplace Essentials. Effective workplace communication
includes drafting emails, writing reports, interacting with seniors, peers and
subordinates and understanding the suitable communication strategies to employ
during a crisis situation. This module will help you to sharpen up these skills for
organizational and personal success.

The course curriculum and session plan include practical presentation of varied
examples and exercises along with mock practices. The idea is to help you internalize
the skills necessary to come out with flying colors.

Learning Outcomes:

After undergoing this course, the students will be able to:

1. Understand and practice the basics of personal branding using social media
2. Exercise initiative and responsibility in a group discussion, taking action and
engaging others to make a positive difference for the common good.
3. Collaborate and co-operate within agreed frameworks of Group Discussion,
including the demands of inter-generational tolerance, mutual respect for
others, conflict resolution and the negotiation of productive outcomes.
4. Develop interpersonal skills that contribute to effective and satisfying,
personal, social, and professional relationships.
5. Conceive imaginative and innovative responses to future orientated challenges
in personal interviews.
6. Demonstrate coherent and concise writing skills in Email and Reports.

List of Modules:

Modules Contents/Concepts Sessions
Module I: Personal Branding
through Social Media
Role of Technology-enabled
Communication in the 21
st

2-5

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century

Different forms of Technology-
enabled Communication Tools
used in Organizations

Effective use of Twitter,
Facebook, LinkedIn, Blogs, etc.
for Personal Branding

Drafting Cover Letter


Module II: Gaining a winning
edge in Group Discussions
Persuasive Communication: The
power of convincing/influencing
[Principles of Aristotle-Ethos,
Pathos & Logos]

Persuasive Communication:
Selling Ideas and Making things
happen through Power,
Influence and Persuasion.

Resolving Conflicts through
Effective Communication

Assertive Communication

Group Discussion: Subject-
based and Case-based
6-11
Module III: Body Language
and Mannerisms
Norms of Business Dressing

Work Space Etiquette

Exchange of Visiting Cards

Importance of Correct Body
Language for Presentations and
Interviews

Use of Proper Eye Contact,
Facial Expression, Gestures and
Postures, Olfactics, Chronemics,
Proxemics, Haptics and
Paralinguistic Communication
for Professional Success
14-16
Module IV: Interviews -
Telephonic and Personal
Telephone Etiquette
Dos and Donts of Telephonic
Interviews
17-19

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Interviews: Anticipated
Questions and Mock Personal
Interview
Module V: Workplace
Essentials
Communicating in Crisis
situations

Communicating at Workplace
with Seniors, Colleagues and
Subordinates

E-mail Writing and Report
Writing
20-23

Evaluation Criteria:

Components Description Weightage %
Class Participation
The students will be required to actively
involve in every activity in the class. This
course will include lot of in-class exercises,
students participation in these activities will
be duly judged.

10
Assignment
This course will cover assignments on
various aspects like E-mail writing, drafting
cover letter, etc. as specified in the Session
Plan below.

10
Reflective Notes
The students will be required to maintain
reflective notes for every session which
will be evaluated by the faculty.
The rubrics for its evaluation shall be
discussed in the class.

10

Quizzes
There will be two unannounced quizzes of
MCQ(s).

10
Mid-term
Examination
This will consist of group discussions wherein
the students will reflect and correlate their
learning with problems in question.
The rubrics for evaluation will be shared with
the students before the evaluation.

20
End term
Examination
The students will be evaluated on the
theoretical as well as application-based
situational topics covered in the course. This
shall be a written evaluation.

40




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Recommended/ Reference Text Books and Resources:

Text:
Mitra, Barun K. (2012). Personality Development and Soft Skills (4
th
ed.). New Delhi:
Oxford University Press.

Reference Books:
1. Prasad, Hari Mohan and Mohan, Rajnish (2012). How to prepare for Group
Discussion & Interview (3rd ed.). New Delhi: Tata Mc Graw Hill.
2. Verma, Shalini. (2014). Business Communication: Essential Strategies for
Twenty- first Century Managers. New Delhi: Dorling Kindersley (India) Pvt. Ltd.
3. Mukerjee, Hory Sankar. (2013). Business Communicating: Connecting at Work.
New Delhi: Oxford University Press.

CD/DVD Library Resource Centre:
Group Discussion and Interview Skills, Priyadarshi Patnaik.
Personality Development and Soft Skills, Barun K Mitra, Oxford Univ. Press.
Cambridge Professional English for Business Communication.
Business Vocabulary in Use, Advanced Level, Cambridge University Press.

Website Resources:
1. http://www.utexas.edu/cola/orgs/lacs/_files/pdf/Info-
Interview/ElevatorANDInformal11_26.pdf : The document describes ways of
Introducing oneself in 30 seconds, with examples, using some elements of
Persuasion.
2. http://osanta.osa.cuhk.edu.hk/osa/cpdc/carEducation/letterResume.asp contains
tips on writing a covering letter and preparing resumes.
3. http://owl.english.purdue.edu/owl/resource/723/03/ gives tips on writing and
formatting a cover letter.


Session Plan:

Session Topic Requirements: Readings
/Cases/Pedagogy
Session
learning
outcomes
1. Introduction; Industry demand and
requirement in terms of skill-sets
be shared with the students;
Expectations out of the course

Handout of Course
Outline
Clarity on why
the course
Module I: Personal Branding through Social Media
2. Personal Branding through
different forms of technology-
enabled Communication Tools used
in Organizations

Reading handout on
Social Media followed
with classroom
discussion

Handout: Case
Growing Telecom
Industry (Shalini
To help the
students
understand the
basics of
personal
branding using
social media
(Learning

Centre for Teaching, Learning, and Professional Development
Verma, 2014). Outcome 1)

3. (.Contd.)Effective use of
Twitter, LinkedIn, Blogs and
Facebook for Personal Branding
Reading handout on
Social Media followed
with classroom
discussion.


To acquaint the
students with
various ways
to market
themselves at
various
platforms
through social
media.
(Learning
Outcome 1)
4. Guest Talk I - Using Social
Media for Personal Branding

5.

Writing Cover Letter for
Employment
Handout: Samples of
Cover Letter for
different profiles

Discussion



To help the
student
develop
insights into
professional
writing
(Learning
Outcome 1)
Module II: Gaining a winning edge in Group Discussions
6 Persuasive Communication:
Principles given by Aristotle
Ethos, Pathos & Logos

Reading handout:
The Necessary Art of
Persuasion
The Persuasion Tools
Model

Handout distribution:
Situations for Role Play

To generate an
awareness of
the art of
persuasion

(Learning
Outcome 2)
7 Persuasive Communication:
The practical power of
convincing/influencing; Selling
Ideas and Making things happen
through Power, Influence and
Persuasion

Handout : Distribution
and Situations for Role
Play

Elevator/Staircase/
Gallery Pitch

Debriefing



To make the
students learn
the skill of
persuasion
through real
life situations
and enjoy an
edge in selling
ideas and
making things
happen.
(Learning
Outcome 2)
8 Resolving Conflicts through
Effective Communication

Reading handout on
handling conflicts
Role play situations to
To help the
students learn
the art of

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be given in class

Classroom Discussion
resolving
conflicts
through
effective
communication
.(Learning
Outcome 3)
9 Assertive Communication
Asserting yourself in a group
discussion without getting
aggressive
Assertive/Aggressive/Passive
Communication
Handouts: Assertiveness
Skills
How Assertive are you
now?
Assertiveness

+ Situations for Role
Play followed by
classroom discussion

To help the
student to
differentiate
between
assertion,
aggression and
a submissive
response
(Learning
Outcome 3)
10 Group Discussion:
Subject- based and Case-based


Text: Ch. No. 5
Pg no: 109-133

Discussion on the
evaluation parameters of
a GD
Handout: GD script for
critiquing

To generate an
awareness of
the art of
Group
Discussion
(Learning
Outcome 3)
11 Group Discussion:
Generating ideas for GD
Initiating & Participating in a
GD
Dos and Donts of a GD
Reading handout:
Cracking GDs

Classroom Discussion
on current topics
To
demonstrate
and help the
students learn
the art of
Group
Discussion
(Learning
Outcome 3)
12

Oral Evaluation: Videographed evaluation of GD attempted in 15 min. by
group of 10 members each
13 Oral Evaluation: Videographed evaluation of GD attempted in 15 min. by
group of 10 members each
Module III: Body Language and Mannerisms
14 Guest Talk 2 - Personal Grooming
and Dressing
Reading handout:
Business Etiquette and
Professional Dress
Etiquette in and
around the office

To develop an
awareness of the
significance of
personal
grooming
(Learning
Outcome 4)
15 Effective Non-Verbal
Communication (Body Language)
Text,
Ch. No.: 7,
To help the
student

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for giving Presentations, and
attending Interviews
Pg no: 155-172,
Video

Role Play situations
shall be given two days
in advance
Debriefing
appreciate the
importance of
movement and
expression
(Learning
Outcome 4)
16 (.Contd.) Effective Non-Verbal
Communication (Body Language)
for giving Presentations, and
attending Interviews
Video clips,
Text, Ch. No.: 7,
Pg no: 155-172

Classroom Discussion
To help the
student
appreciate the
importance of
movement and
expression
(Learning
Outcome 4)
Module IV: Interviews - Telephonic and Personal
17 Telephonic Etiquette for Job
Interview: Voice Modulation;
Pitch and Intonation; Dos and
Donts
Text,
Ch. No.: 6,
Pg no.: 145-149 +

Reading handout:
Handling Telephone
Interviews - Ready
Reference followed by
Debriefing
To help the
student
understand and
practice
communication
across
distances
(Learning
Outcome 5)
18



Interviews: Anticipated Questions;
Dos and Donts

+ Technical Jargons
Text,
Ch. No.: 6,
Pg no.: 134-144

Handout: List of
Technical jargons shall
be given in advance

Classroom Discussion
To help the
student
conceive
imaginative
and innovative
responses to
future
orientated
challenges in
personal
interviews
(Learning
Outcome 5)
19 Mock PI Reading handout:
Hone your interaction
strategies
Mock Interview
Rubric
Debriefing

To develop the
ability to face
interviews
confidently
(Learning
Outcome 5)
Module V: Workplace Essentials
20 Communicating in Crisis
Situations
Handout on crisis
communication
strategies with examples
To help the
students learn
effective

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Classroom Discussion
communication
strategies for
crisis situations
(Learning
Outcome 4)
21 Communicating at Workplace
with Seniors, Colleagues and
Subordinates
Reading handout:
Dealing with Colleagues
+
Handout with
workplace situations
for Analysis followed
by Classroom
Discussion
To help
students gain
insights into
professional
interactions
( Learning
Outcome 4)
22 E-mail Writing: Layout and style
of emails at workplace

Handout:
Dos & Donts
Netiquette

Debriefing
To help the
student
improve
electronic
professional
communication
(Learning
Outcome 6)
23 Technical Report Writing Reading Handout:
Report Writing

Classroom Discussion
To help the
students write
effective
reports
(Learning
Outcome 6)
24 Course Wrap up and Feedback
NA
Discussion of learning,
feedback and wrap up on
all facets learned
Writing E-mail

PMS Demo S/w

10. Contact Details of the Faculty:

Name of the Instructor:
Office Location:
Telephone:
Email:
Teaching Venue:
Office Hours:
Online Links (Link to
Blackboard etc.):