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SUMMER 2014

BBA 101: COMMUNICATION SKILLS

Q1. Communication is the lifeblood of a business organization. Explain the process of
Communication. What is the role of Communication in Business?

Process of Communication

A process, by definition is a systematic series of action or operation of a series of changes
directed to some end. Communication is a two way process in which there is an exchange
and chain of ideas towards a mutually acceptable direction. The process of communication
involves two or more persons participating through a medium that carries the information or
message for a particular purpose, which is mutually understood by both the sender and the
receiver. The basic model of communication is depicted in the following figure.


Fig: Basic Communication Model

Elements of Communication Process

Sender / Encoder / Speaker

The person who starts the communication process is normally referred to as the sender. He
is the person who transmits, spreads, or
communicates a message with the purpose of informing, persuading, influencing or
changing the attitude, opinion, or behavior of the receiver.

Receiver/Decoder /Listener

A receiver is the targeted audience of the message who will receive the message and
translate (decode) it to understand the real meaning and sends back the feedback
(response) to the sender.

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Message
Message is the encoded idea transmitted by the sender making the formulation of the
message extremely important, for an incorrect patterning can turn the receiver hostile,
making him lose interest altogether.

Medium/Channel

Another important element of communication is the medium or channel. A medium helps the
sender to convey the message to the receiver.

Feedback

This is the top circle that connects the receiver in the communication process with the
sender, who, in turn, acts as a feedback receiver and, thus gets to know that the
communication has been accomplished.

Role of Communication in Business

Communication is the lifeblood of a business organization. No organization can succeed or
progress, build up reputation, and win friends and customers without effective
communication skills. In fact, successful communication is the foundation of strong and
pleasant relationships between the seniors and sub ordinates, between the workers and the
management, between the customers and the sellers. Efficient system of communication
helps in better coordination and efficient control of all the activities that take place in the
organization. Communication leads to clear understanding, good production, healthy climate,
and willing cooperation among the various levels of employees. Therefore, communication is
very crucial for the smooth running of the organization. Consequently, effective
communication affects the profit and prosperity of firms, organizations and shop keepers.

Poor and ineffective communication system may result in mismanagement, bad business
and sure show down. Communication can build or destroy trust, depending on the use of
words. A poorly worded message or talk may result in communication breakdown. On the
other hand, planned and well-meant communication helps in better service, removes
misunderstanding and doubts; builds up good will, promotes business and earns favorable
references. It is the key to success in business and trade. A good businessman believes in
the saying, take care of communication and success shall take care of itself.


Q2. Why are business letters given so much importance in todays organizations?
Bring out the difference between personal letters and business letters. Discuss the
different characteristics of a good business letter.

Importance of business letters

Every business requires that the communication sent and received is clear, simple, concise
and correct. The importance of writing a business letter is given below:


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It is a formal way of communication between two individuals, between an individual
and organization, or between two organizations.
It follows certain set of rules and guidelines to communicate both within the
organization and outside the organization.
The best business letter should have a conversational tone, and read as if you are
talking to the reader. Your reader will respond quickly and correctly only if he/she is
able to understand the letter crystal clear.
It prevails within the business entity only.
It serves as a document for any type of correspondence, for future course of action.
It should be courteous and contain all the required information the recipient would
need in order to effectively understand it.

Difference between Personal and Business Letters

Personal Letter Business Letter
Personal letter is an informal communication Business letter is a formal communication
It is unstructured It is structured
It chooses a personal style or pattern It chooses a prescribed style or pattern
It depends on the mood, feelings of the writer It depends on the requirement of the writer
Sometimes it is written without any purpose It is written with a purpose
It is usually lengthy It is short and to the point
It is written in any language It is written in a language that is approved by
the organisation
The vocabulary used is simple and user
friendly
The vocabulary and style used are of higher
standard.

A good business letter contains four important sections

1. Heading 2. Opening 3. Body 4. Closing

Within these broad parameters, the different sub-sections such as the following could be
included:
1. Heading includes the senders address, dateline, reference number of the letter, logo of
the company or letter head or company name.
2. Opening includes the inside address and the attention line.

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3. Body includes the subject line, the salutation part and the body where the whole message
is described in detail.
4. Closing includes the complimentary close, signature of the sender, enclosures, and
notation for copies sent to other people.



Q3. Writing effectively is a skill, which can be learnt and perfected. Explain the general
principles of Effective writing. What are the various techniques to improve your writing skills?

Q4. What groundwork does one need to do to make an effective presentation? How do
verbal, vocal and visual components of communication impact a presentation?

Q5. Explain the contents of a good resume. Distinguish between the different types of
resumes.

Q6. With growing competition and volatile market conditions, jobs are not secured as they
ought to be previously. What are the factors looked into by the prospective employers?
Identify the techniques, which should be used by an interviewee to get a good job.





Remaining answers are available in the full assignments.


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