MODULE 3 WRITTEN COMMUNICATION Meaning Written communication is transmitted by written words in the form of letters, memos, circulars, reports,

ts, magazine etc. Writing is a mode of communicating a message for a purpose. It reveals one s ability to think clearly and to use language effectively. Purpose of writing There are mainly two purposes of communication: 1) To Inform: When the writer seeks to give information and offers to explain it, the writing is called informative writing. It is also called expository writing as it expresses the ideas and facts. 2) To Persuade: Persuasive writing aims at convincing the reader about a matter. This writing is called argumentative, for it supports and argues a certain viewpoint. Clarity in writing As a writer he/she has to follow the principles of unity and coherence that binds words in to sentences, sentences in to paragraphs, paragraphs in to essays. Principles of effective writing Effectiveness of written communication is achieved by following the principles of: 1) Accuracy: To be accurate you should check all the information for- a) Correctness of words: Check the choice of words for correct usage. b) Technical accuracy of language: A message should be communicated correctly in terms of grammar, punctuation and spellings. Follow the rules of grammar specially for: i) Concord: The rule of agreement between words in gender, number, case or person. dangling modifier ii) Dangling modifier: When the name of the doer of action is not clearly stated in the introductory phrases, the phrase then modifies the subject that appears in the independent clause that follows. Example: 1) Reaching the station, the sun came out. "reaching" is the dangling participle that nonsensically qualifies "sun," the subject of the sentence; thus, the meaning is as if the sun came out when it, "the sun," reached the station. Presumably, there is another, human subject that did reach the station and observed the sun coming out, but since this subject is not mentioned in the text, the

intended meaning is obscured, and therefore this kind of sentence is considered incorrect in standard English. 2) Having completed the homework ,the radio was switched on. This sentence says that the radio completed the homework. Sentences ,having dangling modifiers say one thing whereas the writer intends to say another. iii) Unnecessary shift in tenses: Tense should be consistent with in the sentence and from sentence to sentence with in the paragraph 2) Brevity 3) Clarity Specific writing features Writing will be effective if it is organized, has appropriate tone and is readable. Coherence: It refers to Sticking together or those visible links which bind the sentences of a paragraph. Coherence in a sentence implies how various parts are sticking to each other with no word superfluous, no word inappropriate Approaching The Writing Process Systematically Preparing and writing any business message is easier when the writer or presenter has a systematic plan to follow: 1) Purposeful 2) Economical 3)Reader oriented 3*3 Writing Process For Business Communication According to Guffey, writing process is divided in to three steps, which are broken down in to three sub steps, thus the name 3*3. Phase 1 Prewriting Phase that includes: A) Analyze: Analyze means you must establish a purpose, what message you want to give to the reader. B) Anticipating: Anticipating the audience is a very important step to ensure that you reach your communication goals. C) Adapting: Adapt your language so that it speaks to them in the right tone and using the right vocabulary that they easily understand and relate to.

Phase 2- Writing Phase that includes: A) Research: Research your topic and gather all data you need in order to make a truthful article. B) Organize: Make a quick outline of your entry. Start with writing header, sub headers and steps. C) Compose: At this time you should be ready to write the first draft of the text. Just let your ideas flow and write them down. Phase 3-Revising Phase that includes: A) Revise : Go over what you wrote and improve on sentences until you have made sure that you are expressing yourself clearly and that your tone is right for your audience. B) Proofread: It s a stage where you get in to details. Use a spellchecker and read the text again and look for inconsistencies and errors. C) Evaluate: Did the text meet your goals and fulfill the purpose. Evaluate that and practice to get even better at getting your message across. Electronic Writing Process Use of electronic writing process will be dictated by the facilities, hardware and software available. Computers make it easier to get ideas recorded outside of your head. Computers make it easier to edit, change, and work with ideas. Computers make it easier to publish or share ideas. CASE METHOD OF LEARNING Case method of learning Case studies constitute a very popular method of learning. Case studies are a form specially written analytical presentations prepared and used for the purpose of learning and understanding. Case studies can be both theoretical and imaginary or based on real life situations or it may relate to a wide spectrum of business situations. Types of cases 1) Iceberg cases:An iceberg case typically provides little information and little structure to the information provided, and essentially provides a quick introduction to a situation that may or may not require a decision. The intended learning outcomes of iceberg cases are problem identification, information gathering and assessment.

2)Incident cases:These types of cases are typically found at the end of textbook chapters. For example, at the end of a chapter on planning in a management book, a case on planning will be presented. The case often describes a single incident in somewhat specific detail. 3) "Illustrative" cases. This type of case describes an event or process factually, and the information is fairly highly structured to illustrate the situation. The amount of information offered may vary from moderate to high. The student's task is to understand one or more business practices and how they are applied in the real world. This type of case brings reality into the classroom and demonstrates to students that the lessons in textbooks. 4) . "Application" cases. This type of case describes the application of a management technique or describes a situation in which the student can apply some known technique. Such cases typically provide much information, but it may be highly unstructured. For example, an application case could describe a manager conducting or faced with conducting a performance appraisal. In this type of application case, the student's task is to state how the manager might conduct the performance appraisal and what the manager must take into account to effectively conduct a performance appraisal. 5)"Issue" cases. In an issue case, a matter or point is in question (e.g., is the manager's behavior ethical?). Usually much information is provided in a moderately structured manner. The student's task is to understand and appreciate the contexts, and dynamics of this salient issue Case analysis approaches 1) System approach: In this, an organization is viewed as a system that converts inputs in to outputs. As you examine the problems, opportunity and actions try to get information on all the components of the system and the way they interact with each other. This approach works with cases related to marketing, production, and finance. 2) Behavioral approach: This approach focuses on the behavior of people with in an organization. Individual traits, behavioral styles, values and acts committed by responsible people with in organization yield valuable information. 3) Decision approach: This approach makes use of one or more decision making models or tools that help identify and evaluate alternatives. 4)Strategy approach: Using the strategy approach, a manager analyzes a strategic fit between the goals and objective of an organization and the resources needed to carry out the described strategy. Overcoming the difficulties of the case method The following ideas helps in overcoming anxieties in learning the case method: 1) Conquering a different learning style

2)Overcoming the fear of writing and speaking 3)Developing your personal system of case analysis Analyzing the case The essential learning in any case study comes out of analysis. Since case studies are drawn from real life incidents and practical business situations, analysis of case studies helps in gaining a useful insights in to business related challenges. Case study analysis involves seven steps: 1) Study the case thoroughly: A thorough reading consists of four essential steps: A) Previewing: In previewing a case, the goal is to learn as much about the case as possible before actually reading it. At this stage you are merely sizing up the case to determine how you are going to read and dissect it. B) Skimming: Skimming involves previewing in greater detail. Avoid the desire to read each word. As you skim look for major ideas, issues, problems and potential solutions. C) Reading: Read at a comfortable pace and look for answers to questions, specific facts, or details that you will need in deciding solutions. C)Scanning/Reviewing: Scanning is used when you first find a resource to determine whether it will answer your question. Reviewing the highlights and your attached notes will refresh the information in your mind. 2) Identify the issue or problem 3)Define the problem 4) Identify causes of the problem 5) Study the alternatives or options 6) Evaluate each alternative 7) State your conclusion/recommendation Requirement for a case analysis 1) Thorough knowledge of the concerned subject 2) Ability to be analytical: You have to be searching and seeking for questions, such as Why does it happen? Why is this important

How can we relate different things to one another? 3) Ability to do critical thinking: It is an attitude of mind to question and accept things only after examining the basis of our belief in them. 4) Ability to evaluate: When we exercise judgement to establish the correctness or incorrectness of our view of things, we are being evaluative. 5) Ability to infer: You should be able to finally view the whole problem from a certain perspective Dos and don ts for case preparation Preparing a good case study is indeed a technique that needs to be mastered by conscious efforts. Following points need to be taken care of are: 1) Keep in view the target group 2)Be clear about the focus of the study 3) Use real life events 4) Avoid unnecessary details 5) Substitute names and places where ever required 6) Include all relevant facts and figures 7)

PRESENTATION SKILLS
Meaning A presentation is a live mode of sharing information with a select audience. It is a form of oral communication in which a person shares information with a particular audience. Presentation can be defined as an oral activity using visual electronic aids to discuss new ideas and information with a specific audience in an impressive and convincing manner. characteristics A clear structure with an introduction, discussion and end. Different colors are used to make presentation of the content attractive. The presenter shows an understanding of the audience s needs and level of understanding.

 Humour are often employed to create a good relationship with the audience. Questions are given serious attention and are considered as an essential part of presentation. Elements of presentation Presentations have three major elements: 1) Presenter 2) Audience 3) Specific content presenter As a presenter you should think and plan the following before delivering the presentation: a) Identify the purpose b) Analyze your audience c) Identify the need d) Collate your information e) Design your communication f) g) Time your presentation Decide on the visual aids to be used

audience Get an idea of the number, needs, level of knowledge and likely attitude of those people who are going to receive your message. Guidelines for analyzing your audience: Who is your audience Why are they attending your presentation What is their background and level of knowledge How many persons will be there Collate your information

 As you know the purpose and the audience s needs, their needs will guide you to gather and systematically arrange the information you want to present. Designing a presentation It doesn t matter how you greet your audience, but with what point you should begin your delivery. The following pattern the presentation follows: Introduction (3 minutes) Main Body (15 minutes) Conclusion (2 minutes) Question and Answers (10 minutes) Designing and presenting visual aids Two types of visual aids are used to supplement speeches and presentations. Text visuals consists of words and help the audience follow the flow of ideas Graphic visuals help the audience grasp the numerical data and other information that would be hard to follow if presented orally. Different kinds of visual aids 1) Board- White/Black 2) Flip charts 3) Overhead projectors 4) Power point software 5) Videotapes, films Advantages of visual aids A good amount of information can be communicated. Visual image of the message heard is an attention getter. It increases the effectiveness of communicating information by presentation of main points and sub points. It saves time spent in discussing various ideas.

 NEGOTIATION SKILLS Meaning Negotiation is a process of bargaining in which two parties each of whom have something that the other wants, try to reach an agreement, on mutually accepted means. According to Alan fowler, Negotiation is any form of meeting or discussion in which you and /or the persons you are in contract with, use argument and persuasion to achieve an agreed decision or action . Nature of negotiation 1) Negotiation takes place between two parties. Both the parties are equally interested in an agreed action. 2) Negotiation reaches agreement through discussion, not orders or power. 3) Usually there is no winner/loser 4) Needs effective communication 5) It is a continuous process Need to negotiate Need to negotiate is defined by the situation. Some situations require negotiation, some do not. There are formal and informal situations of negotiation: Formal situation a)The agenda is already fixed. Both parties know what is going to be discussed. b) The preannounced meeting of the two parties. c) Formal negotiation is simpler to handle than unannounced meetings. You have time to study the total situation. d) More than two persons are involved. Informal situation: It is unannounced a)It gives you no time to prepare for discussion b)It involves just two persons. c)It does not allow time to study the strength or weakness of the other side.

 Situations not requiring negotiations: a) When one of the parties immediately accepts to what others are suggesting. b) When one of the two parties refuses even to consider what other party is suggesting. Factors affecting negotiation The following factors affect the negotiation: 1) Place: The place of meeting for the negotiation influences the level of confidence. 2) Time: The choice of time for holding discussions should be fixed according to mutual convenience. 3) Subjective factors: Outcome of discussion does not depend wholly on logic and facts of the matter under consideration. The final outcome is determined by subjective factors of influence . A) Personal relationship B) Future consideration C) Practical wisdom D) Fear E) Mutual obligation Stages of the negotiation process The process of negotiation moves from the stage of offer to that of agreement through counter offer, concession and compromise stages. 1) Preparation: Like all effective communication, negotiations have to be planned. a) You should know the subject matter well and are not likely to feel surprised. b) You are clear about what you want to achieve through discussion. c) You should plan out the best way of arguing your case considering other s point of view. 2) Negotiation phase: Most effective negotiations follow a set sequence: a) The parties begin by defining the issues. b) Each party then put forward their view points. c) The initial positions are tested through argument d) The parties move to a possible solution e) Finally an agreement is spelt out and concluded 3) Implementation: Three steps to prevent failure of implementation: a) In all formal negotiation confirm in writing all that has been agreed upon.

b) Mention in the agreement an implementation programme. Mention who is supposed to do what by when. c) Ensure every concerned person clearly knows about the agreement. Negotiation strategies 1) Initial strategies: a) Plan the whole discussion and gain maximum information about the views and objectives of their party. b) Set the tone for the whole discussion that focuses attention on the need to reach an agreed conclusion. c) Try to identify and sell to the other person the benefits that would go to them if they accept your case. 2) During discussion: a)Do not state the whole case in the beginning. b) Be a silent listener of other speaker s argument. c) Do not interrupt. d) Avoid confrontational tone e) Do not allow the discussion to go on too long without bringing in concessions necessary for reaching agreement. 3) Reaching the agreement: Be tactful and persuasive so as to ensure that the final outcome, which is of advantage to you ,is seen by the other person as a benefit to his party. 4) Summarizing: It is a good strategy to use written summaries at the end of the discussion. This would not leave scope for disagreement later about what has or has not been discussed and agreed. 5) In case of Deadlock: Suppose, there is no agreement reached after a prolonged discussion, the strategy should be to: a) Point out that no further concessions can be made as they would be of no benefit to either of the parties. b) Explain and emphasize the consequences that would flow from a deadlock. c) Remain positive and hopeful of reaching a mutually agreed solution or agreement.

Oral Communication Module: 2

What is oral communication? Oral communication also know as verbal communication, is the interchange of verbal messages between sender and receiver More time talking than writing. Need for learning oral communication skills y y y y y y To help problem solving To resolve conflict To influence people to work together To persuade others to be involved in organizational goals To be assertive without being aggressive To be an effective negotiator

Objectives of Oral Communication in Business y y y Oral communication is indispensible in any group or business activity. The purpose of effective talking is to be heard and understood by the listener. To achieve this quality we should use the language that is free from long sentences, old fashioned words and phrases.

Characteristics of Effective Oral Communication y y y y y y y Be sincere Use simple language, familiar words Be brief and precise Avoid vagueness and generalities Give full facts Assume nothing Use polite words and tone

y y

Cut out insulting message Allow time to respond

Barriers to effective oral communication y y The foremost barrier to oral communication is poor listening. Listening is a psychological act affected by several factors, such as Status Halo effect Complexes Closed and all knowing mind Premature evaluation and hurried conclusions as distortions Abstracting Cognitive dissonance Language barrier What is Conversation Control? y y The art of conversation consists in our ability to listen with concentration and reply well. Conversation control involves skills of listening and talking in a positive and meaningful way at an appropriate time. It includes Techniques of changing the direction of conversation smoothly The ability to allow a discussion to develop along key issues in an uninterrupted way towards the desired end Business situations requiring conversation control skills How to sell or buy How to negotiate How to interview How to participate in a meeting

 How to disagree without being rude How to compliment/praise Conversation Control According to Charles J Margerison y Conversation control does not mean that you control someone s conversation. What it does mean is that with practice you can control your own conversation, and in time be able to influence others, and encourage them to respond in a positive and relevant way

Parallel conversation We engage in conversation to explore something. It may be to find out facts, know the issues or seek out solution. But when another person does not seek out information and just counter the original statement with another statement just parallel to it, it shall not take the conversation to a meeting point. Example of a meeting at a garment export company X It is necessary that we increase our export Y- I think it is most important for us to reducre our manpower immediately X- by increasing our exports we can build our brand image Y- by reducing the number of workers we can cut down our costs. Sequential Conversation y When we converse in a skillfully controlled way, we make statements that are in sequence to what is said by the other person. There is a logical link Sequential conversation between two persons is always fruitful But it is possible only when the other person attaches some value to what is said by the speaker.

y y y

Reflection and Empathy In oral communication, the most important skill is to impress upon the other person that you are genuinely interested in him/her and his/ her statements. The purpose of reflecting on something is to help the other person see his/her feelings and ideas with greater clarity and precision.

 Empathy is to feel or see the issue from his/her point of view. example A says to B- I am not sure if I am required here any longer. If B reflects on this statement, he would understand the underlying frustration and sense of rejection in A and to give a chance to A to express himself further, B could say to A, you feel your contribution is not being recognized . This would allow A to explore his/her own feeling greater clarity and understanding. Two sides of Effective Oral Communication Listening and Presenting Listening y y It is an important component of conversation control. To be able to understand and appreciate the other person, you should allow him/her to express freely, without being interrupted, and listen carefully. To improve your skills of conversation control, you should know whether you are a poor or a good listener.

Good listeners : Do not interrupt Remain patient Maintain eye contact Look attentive Poor listeners : Over talkative Inattentive Impatient to talk Look away from person Two sides of Effective Oral Communication Listening and Presenting y Be an effective presenter In order to be effective presenter try to present facts, not your opinions, keep to the point; keep the listener s interest in mind; support your arguments with suitable examples; and ask for feedback and answer questions honestly.

Make eye contact. Avoid being vague, unfocused, with little eye contact, discouraging questions, showing lack of confidence, and not getting to the point. Non-Verbal Communication Nonverbal Communication Is it possible to communicate without words? Studies show that over half of your message is carried through nonverbal elements: Your Facial expression Your bodily movements The tone and The signs, gestures,colour Classification of non verbal communication 1.Kinesic communication: Kinesic communication is a message conveyed through non verbal acts. Also known as body language. A non verbal act is usually unconscious. It transmits the unstated feelings, attitude and hidden intentions of the speaker. Leakage: A non verbal message conveyed through bodily movements is known as leakage. a. Facial Expression: Facial expressions are responsible for a huge proportion of nonverbal communication. The facial expressions for happiness, sadness, anger and fear are similar throughout the world. b. Gestures: Deliberate movements and signals are an important way to communicate meaning without words. Common gestures include waving, pointing, and using fingers to indicate numeric amounts. c.Posture: Posture and movement can also convey a great deal on information. Arm-crossing, and leg-crossing represents defensive postures. d. Eye Gaze: Looking, staring and blinking can also be important nonverbal behaviors. When people encounter people or things that they like, the rate of blinking increases and pupils dilate. Looking at another person can indicate a range of emotions, including hostility, interest and attraction.

 The symbolic meaning associated with different body movements, gestures is only suggestive and not specific. Ekman has classified communicative movements in to five types: 1) Emblems: When the movement of body parts represents ideas as icons or images, the communicative act is emblematic. 2) Illustrators: Illustrators are movements of hands and arms for representing size, shape, speed of something. 3) Body manipulators: These are acts of touching one s own body or an object for no reason.it involves fidgeting with jewellery or touching one s button. 4) Facial expression 5) Regulators: Eye movements 2. Proxemics: Space between two interacting persons indicates the level of formality , informality, intimacy. There are four distinct zones: public zone, social zone, friendly zone, intimate zone. 3. Paralinguistics: Paralinguistics refers to vocal communication that is separate from actual language. This includes factors such as tone of voice, loudness, inflection. 4. Haptics: Communicating through touch is another important nonverbal behavior. Touch can be used to communicate affection, familiarity, sympathy and other emotions. 5. Appearance: Our choice of color, clothing, hairstyles and other factors affecting appearance are also considered a means of nonverbal communication. Check some of the following basic non-verbal cues and you'll recognize that you already speak and translate much of the language

BUSINESS COMMUNICATION Module 1

Introduction COMMUNICATION DEFINING COMMUNICATION:

The word communication is derived from communis (Latin), meaning common . It stands for a natural activity of all human beings to convey opinions, feelings, and ideas to others through words (written or spoken), body language , or signs COMMUNICATION GEORGE VARDMAN in his book Effective Communication Of Ideas defines communication as purposive interchange, resulting in workable understanding and agreement between the sender and receiver of a message ALLEN LOUIS says

communication is the sum of all things one person does when he wants to create understanding in the mind of another; it involves a systematic and continuous process of telling, listening, and understanding META COMMUNICATION : The speaker s choice of words unintentionally communicates something more than what the actual word state CLASSIFICATION OF COMMUNICATION INTRAPERSONAL : Is talking to oneself into one s on mind INTERPERSONAL : Exchange of messages between two persons GROUP : Among small or large groups MASS : Message is sent to large groups of people VERBAL: With words written or spoken Non verbal communication: Flows through all acts of speaking or writing It is a wordless message conveyed through gestures (sign), movements (action ) and object language (pictures, clothes )

E.g. I have never seen you so smartly dressed PURPOSE OF COMMUNICATION 1. Communication to inform 2. Communication to educate 3. Communication to train 4. Communication to motivate 5. Communication to integrate 6. Communication to relate and connect 7. Communication to entertain 8. Communication to facilitate decision making PROCESS OF COMMUNICATION LINEAR CONCEPT : Communication was considered a one-way process marked by the flow of information from a sender to a receiver. One- way process answering five basic questions: 1. WHO? 2. Says WHAT? 3. On WHICH channel ? 4. To WHOM ? 5. With WHAT Effect ? SHANNON- WEAVER MODEL : First to point out that in actual practice, messages can be changed or blocked i.e the message received is not equal to the message sent Model is first published in Bell System Technical Journal. Basic problem under consideration is the loss to noise.

Shannon Weaver model introduced feedback as a corrective to noise. but didn t considered to be an integral component of communication

the model considered communication process as a linear act and feedback another new act of communication PROCESS OF COMMUNICATION: Information source( ideation) :source of message Encoding : words or verbal symbols or any other symbolic form Channel (transmission): medium oral, written , electronic, or signaling system

Decoding : receiving , understanding and interpreting Acting : The communication process ends with the receiver putting the interpreted message into action as intended by the sender Noise :It stands for any distortion or hindrance preventing transmission of the message from the sender to the receiver. e.g. distortion in the physical environment or communication machine such as telephone, bad hand writing ,poor print out Filters : distortion caused by subjective factors such as mind sets of the sender and receiver mental in nature beliefs, attitudes, experiences, and the ability to think clearly. The Communication Process

TWO WAY PROCESS OF COMMUNICATION: Sender and receiver play a reciprocal and reversible roles Receiver also acts as the sender of the feedback to the sender. So no distinction between the role of sender and receiver. Also known as transactional communication E.g. two way theory of communication: Ideation----an organization policy to be circulated among all bulletin Encoder------the editor/person who writes the policy Message-------------the policy details employees through news

Channel---------the news bulletin Receiver---------the employees Feedback--------employees reaction to the policy communicated ELEMENTS OF COMMUNICATION 1.MESSAGE 2.SENDER 3.ENCODING 4.CHANNEL 5.RECEIVER 6.DECODING 7.ACTING 8.FEEDBACK CONDITIONS FOR SUCCESSFUL COMMUNICATION Keith Davis lays down the rule of five to guide the receiver to be an effective element of the communication process: Receive Understand Accept Use Give a feedback

Communication is successful when: A) the message is properly understood B) the purpose of the sender is fulfilled C) the sender and receiver of the message remain linked through feedback. Need For Communication in Management To increase employees job performance and effectiveness by updating their knowledge

To promote employees sense of belonging and commitment To effect changes smoothly To motivate and create a sense of identification with the organization s goals To inform and convince employees about decisions and the reasons behind those decisions To develop employees clear understanding of their roles and future growth opportunities in the organization To empower employees with information on development and activities CHARACTERISTICS OF SUCCESSFUL COMMUNICATION FRANCIS J BERGIN advocates that there are seven C s to remember 1.CANDIDNESS:In all business transactions, our view of a matter should be honest, sincere.

2.CLARITY: To ensure that we express ourselves clearly, we should use accurate and familiar words. Thoughts should be clear and well organized. When there is clarity in presenting ideas, it s easy for the receiver/decoder to grasp the meaning being conveyed by the sender/encoder. 3.COMPLETENESS:Clarity is also ensured by completeness of message. By completeness means the message must bear all the necessary information to bring the response you desire.

4.CONCISENESS(not repetitive):In business communication, we should be brief and be able to say whatever we have to say in minimum words. A concise message saves time of both the sender and the receiver

Wordy: at this point of time Concise: now/ at present 5.CONCRETENESS(specific and definite): Being definite and specific rather than vague, obscure. Facts and figures being presented in the message should be specific. Correctness : At the time of encoding, if the encoder has comprehensive knowledge about the decoder of message, it makes the communication an ease. The encoder should know the status, knowledge and educational background of the decoder. Correctness means: Use the right level of language Correct use of grammar, spelling and punctuation

Accuracy in stating facts and figures 7.COURTESY(not use hurtful words):One should say things with force and assertiveness without being rude. Courtesy means not only thinking about receiver but also valuing his feelings. Much can be achieved by using polite words and gestures, being appreciative, thoughtful, tactful, and showing respect to the receiver. Courtesy builds goodwill. Communication In Crisis Every business face situation of crisis. It may be fire in the organization, breakdown of machinery, labour unrest etc. So organization has to create and implement a business plan that can be implemented quickly in the face of such crisis. Communication plays important role in the situation of crisis in following ways: Helps to prevent crisis by initiating various steps and communicating those steps to the various persons associated with management of crisis. Builds the team of different persons who will be associated with management of crisis. Enables effective media management to overcome negativity about the situation. Ensures quick actions as different instructions and plans are communicated to different individuals. Enables the organization to establishment of contacts with different persons who will help the organization to overcome the situation of crisis. Communication structure in an organization In business organizations, the effectiveness of a communication system depends upon the extent to which the necessary information reaches the concerned person at the right time. Hence every organization creates a network for information to pass through its different levels of authority and functional heads and units In actual practice, the information passes through the organizational pyramid 1) Vertical communication: At the boardroom level, policy decisions are taken and flows downward. Any information on feedback in turn sent upward. The key links are managers and supervisor who passes the information upwards and downwards.

Example: 1)Specifying a task to be performed 2) Providing instructions about how to perform a task

3) Providing information about the reason for a particular task that needs to be performed 1) Providing information about organizational policies or practices 5) Providing input for decision making 6) Advising about subordinates information needs 7) Providing information regarding subordinates Vertical/Lateral Communication

Organisation chart shows vertical (black arrows) and lateral (green arrows) 2) Horizontal communication: Also known as peer communication and is needed with in the organization in relation to the following cases: A) Geographical location of divisions B) Functional basis of division 1) The internal communication system can be divided in to two categories : Formal communication: Formal communication is that which is connected with the formal organizational arrangement and the official status or the place of the communicator and the receiver. It moves through the formal channels authoritatively accepted positions in the organization chart. Formal communication is mostly in black and white.

It comprises of : A) Line relationship: All official communication, orders, Instructions move from seniors to subordinates B) Functional relationship: It occurs when departments inform work and organizational matters to each other. C) Staff relationship: Communication related to public relations, administration or finance fall with in staff relationship. 2) Informal communication: Informal communication arises out of all those channels that fall outside the formal channels. It supplements official channel. A) Chat: It relates to communication between peer group managers from different departments or with in same department. B) Grapevine: Despite existence of formal channels in an organization, the informal channels tend to develop when he interacts with other people in organization. It exists more at lower levels of an organization.

Advantages of Grapevine Communication 1. Grapevine channels carry information rapidly. As soon as an employee gets to know some 2. The managers get to know the reactions of their subordinates on their policies. Thus, the feedback obtained is quick compared to formal channel of communication. 3. The grapevine creates a sense of unity among the employees who share and discuss their views with each other. Thus, grapevine helps in developing group cohesiveness. 4. The grapevine serves as an emotional supportive value. Disadvantages of Grapevine Communication 1)The grapevine is not trustworthy always as it does not follow official path of communication and is spread more by gossips and unconfirmed report. 2)The productivity of employees may be hampered as they spend more time talking rather than working. 3)The grapevine leads to making hostility against the executives. 4)The grapevine may hamper the goodwill of the organization as it may carry false negative information about the high level people of the organization. Barriers To Communication

Barriers to communication are the hindrances or difficulties involved in the process of communication which distort the message being properly understood by the receiver. The barriers can be categorized in to four :

A) Semantic barriers B) Physical barriers C) Organizational barriers D) Psychological barriers A) Semantic barriers: These are concerned with problems and obstructions in the process of encoding and decoding the message in to words or other impressions.

Eg: the use of different languages, different interpretations of words, poor vocabulary B) Physical barriers: Any disturbance or interference that reduces the clarity and effectiveness of communication is called noise. Some of the physical barriers are:

Noise: Loud noise of speaker playing outside, noise due to machines affects listening process.

Improper time: Improper timing of communication also hinders the process of communication. Distance: The distance between sender and receiver acts as a barrier in the communication process. Inadequate or overloaded information: Its imperative that information should be adequate neither less nor more. C) Organizational barriers: Organizational barriers occurs in the organization due to Organizational rules and regulations, non conducting of staff meetings, wrong choice of channel D) Psychological barriers: It arises from emotions, social values, different perceptions .It includes Selective evaluation Premature evaluation Emotions Egotism

Group DISCUSSION
Definition of Group Discussion Group Discussion is a modern method of assessing students personality. It is both a technique and an art and a comprehensive tool to judge the worthiness of the student and his appropriateness for the job. Group Discussion The term suggests a discussion among a group of persons. The group will have 8 & 12 members who will express their views freely, frankly in a friendly manner, on a topic of current issue. Within a time limit of 20 to 30 minutes, the abilities of the members of the group is measured. Prerequisites of a Group Discussion Topics given by panelists Planning and preparation Knowledge with self-confidence Communication skills/ power of speech Presentation

Body Language and personal appearance Listening skills Benefits in Group discussion Stimulation of thinking in a new way. Expansion of knowledge Understanding of your strength and weakness. People handling skills Team work provides chance to Expose Do`s in group discussion Appropriate to the issue . Make original points & support them by substantial reasoning . Listen to the other participants actively &carefully. Whatever you say must be with a logical flow,&validate it with an example as far as possible. Make only accurate statements.

Do`s in group discussion Modulate the volume, pitch and tone. Be considerate to the feelings of the others. Try to get your turn. Be an active and dynamic participant by listening. Talk with confidence and self-assurance. Don ts during group discussion Being shy /nervous / keeping isolated from G.D Interrupting another participant before his arguments are over Changed opinions

Don t make fun of any participant even if his arguments are funny. Don t engage yourself in sub-group conversation Don ts during group discussion Don t repeat and use irrelevant materials. Addressing yourself to the examiner. Worrying about making some grammatical mistakes, for your interest the matter you put across are important. Accept criticism If any member of the group criticizes or disapproves a point, it is unwise to get upset or react sharply. In case the criticism is flimsy,the same can be pointed out politely. Maximize participation ; one must try to contribute fully, vigorously & steadily throughout the discussion. Show leadership ability: A group discussion also evaluates your leadership qualities.

INTERVIEW SKILLS
y Interview indicates An oral tool to test a candidate s traits for employment or admission to a premiere institution of learning. y Personal Qualities that Interviewers Look For

Interviewers look for a candidate who possess the following attributes: y y y y y y Clarity Depth Personality Self awareness General awareness Application of concepts to real life problems

Winning Interview Skills

Let s begin with the basics: y y y y Arrive early (plan out your route in advance) Be polite to the receptionist Dress appropriately Carry all relevant documents to the

interview y y Wait to be asked to take a seat Maintain eye contact with the

interviewer y Winning Interview Skills

The basics: y y y y y y y y y y Do not just answer yes/no but give examples to justify your comments. Do not talk ill about your college/institute, other organisations. Smile / be positive. Winning Interview Skills Do not be repetitive in your comments Avoid using fillers or hindi words. [like, actually, basically,ya ya, no no, means etc.] Read the newspapers and know what is happening around you. Do not carry your helmet or other carry bags into the interview room. Switch off your mobile phones Body Language

Confident body language Flashing a smile at the interviewer Brisk walk

Hands resting lightly to the body Erect back Body Language

Closed Body Language: - Crossing arms - Glancing sideways - Touching-rubbing nose or eyes y       y y y y y y y y Interview Dos Express yourself clearly Use correct grammar Be confident Be courteous Have a firm handshake Show appreciation for the interviewer's time Interview Do nots Do not be aggressive Do not be conceited Do not over emphasize money Do not be cynical Do not ramble on and on Do not lie Do not refuse a job offer during the interview

Business Letters
Format Writing Letters form the most important form of business correspondence. There are various kinds of letters that go in and out of a business organization. A written or printed communication directed to a person or organization. There are different occasions and contexts for which suitable letters have to be written. Common Types of Business Letters General Parts of every Business Letter Heading (sender s return address and date) Inside Address (recipient s address) Salutation (greeting) Body (paragraphs) Complimentary Close Signature Line (with or without title) Enclosure (optional) cc notation (copies sent to others) General Statements about Business Letter Writing Business letters [are] required in many different situations . . . from applying for a job to requesting or delivering information.

Writing for business should be crisp and succinct. It should be to the point, specific and accurate. Even though business writing is possibly less formal than it once was, your writing must . . . adhere to the conventions of standard American English (spelling and grammar rules)

General Letter Layouts / Styles Business Letter Salutation / Greeting

A Business letter s text starts with a simple and professional greeting such as, The Word Dear, Mr./Ms./Title, & Last name of Person: Examples Dear Dr. Smithsonian: Dear Ms. Cleopatra: The difference between personal and business letter greetings is that a colon (:) follows the greeting of a business letter and a comma (,) follows the greeting of a personal letter Body A generally acceptable format for the body of most business letters is block style, with no indentions or centering of any parts. Business Letter Content Each paragraph in the business letter should contain different topics. The first paragraph should grab attention and state the reason for the letter. The middle paragraphs, as in most letters, should support your reason and go into details. In the final paragraph, it professional etiquette for the writer to thank the reader for taking his or her time to read the letter. Closing The end of a business letter marks the biggest difference between business and personal letters. The ending of a business letter usually states Sincerely, followed by three blank lines for the writer s signature and then the writer s typed name. Persuasive letter Persuasion is used when we suspect that the reader will not be interested in the message and the action to be taken. Letters that arouse reader s interest and induce them to act as directed are essentially letters that sell ideas to others. They are called persuasive letters. Supporting Details Convince readers that what you are proposing is worthwhile and justified.

Requesting something, making a claim or complaint, or asking for change provide all relevant facts and details. Try to anticipate and respond to all possible questions. Sales letter describe those features of your product or service relevant to readers interest and needs. Provide proof of benefits to readers. Prewriting Questions 1) Who is your intended audience? 2) What are your readers beliefs, problems, and preference? 3) How do you view the readers regarding your purpose agreeable, neutral, opposing? 4) What possible objections may prevent your readers from responding in a favorably manner to what you are promoting? 5) What questions are these readers likely to have about your product, service, or idea? Exercise You are to write the new principal a business letter trying to persuade him to schedule the senior trip for the destination of your choice. You will need to convince him that the destination will be both fun and educational. What is a Memo A document used for communication within a company A memo is written statement that provides information by a person or a committee to other people What makes a Memo Different from a Business Letter? The heading and overall tone make a memo different from a business letter No formal salutation or closing is required Normally sent to co-workers and colleagues -A letter is more formal in nature but a memo style of writing is more conversational Parts (Segments) of a Memo Heading (H) provides information about who will receive the memo, who is sending the memo, the date, and the memo's subject may be bolded or highlighted in some way

EXAMPLE TO: FROM: DATE: SUBJECT: Opening (O) a brief overview of what the memo will be about Discussion (D) longest portions of the memo, and are the parts in which you include all the details that support your ideas the event, circumstance, or background of the problem you are solving Closing (C) close with a courteous ending that states what action you want your reader to take Necessary Attachments (N) (A) Graphs, lists, tables, etc Report A report is an assigned communication for a purpose and for a specific receiver. It is a detailed examination of a situation or problem, of action taken, or of the findings of an investigation. It is written in a clear informative way, often drawing conclusions, making recommendations and suggesting course of action. Purpose of a report 1)To give information about a company s activities, progress, plans and problems 2)To record events for future reference in decision making. 3)To recommend specific action 4)To measure executive performance and how performance can be improved. 5)To present facts to the management to help decide the direction the business should choose.

5 Steps to Report Writing1 1. Define the problem 2. Gather the necessary information 3. Analyze the information 4. Organize the information 5. Write the report MARKETING MANAGEMENT MARKETING MANAGMENT Dr.K.RAJESH KUMAR MODULE-1 What is Marketing? Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably According to AMA Marketing is an organisational function and a set of processes for creating,communicating,and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stake holders . According to Philip Kotler and Kevin Lane Keller define marketing management as the art and science of choosing target markets and getting, keeping and growing customers through creating,delivering,and communicating superior customer value .

What is Marketing? The right product, in the right place, at the right time, and at the right price Adcock et al Marketing is the human activity directed at satisfying human needs and wants through an exchange process Kotler 1980 Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others Kotler 1991 What is Marketed?  GOODS

       

SERVICES EVENTS EXPERIENCES PERSONS PLACES PROPERTIES INFORMATION IDEAS

Successful marketing requires: Profitable Offensive (rather than defensive) Integrated Strategic (is future orientated) Effective (gets resul

Nature of Marketing Specialized Business function Integrated with other functions Adaptation to environment variables Socially desirable functions Universally applicable to all organizations

Scope of Marketing Marketing Research Product development Promotional Activities Distribution Channels

Consumer Behavior Market Segmentation Customer Relationship Management Brand Management Sales Management Pricing Strategy Logistics Supply Chain Management

Marketing Management Evolution and Orientation Marketing and Sales Concepts Contrasted Societal Marketing Concept This Is a Need Needs - state of felt deprivation including physical, social, and individual needs. Maslow s Hierarchy of Needs This Is a Want Wants - form that a human need takes, as shaped by culture and individual personality. Need / Want Fulfillment Needs and Wants Fulfilled through a Marketing Offer : Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. What Satisfies Consumers Needs and Wants? This Is Demand Customer Satisfaction Dependent on the product s perceived performance relative to a buyer s expectations. Value and Satisfaction

MODULE-2 Macro Marketing Environment       Demographic Economic Competitive Sociocultural Political-legal Technological

Micro Environment Suppliers Customer s Competitors Marketing Mix Marketing mix for services is an extended one and includes 7Ps. Three more Ps for service products marketing and include people, physical evidence, and process. People People of a service organization involved in production and delivery of services are a vital element of the marketing mix. Physical evidence Physical evidence reduces the risk perception by customers by offering tangible evidence of the promised service delivery. Process Process is of critical importance to consumers in high-contact services. Service marketers can choose among different processes to deliver their services to consumers. MODULE-3 Consumer Behavior

Consumer behavior refers to the mental and emotional processes and the observable behavior of consumers during searching, purchasing, and post consumption of a product or service. Satish K. Batra and S. H. H. Kazmi, Consumer Behaviour , Excel Books, 2004 Market Segmentation Market segmentation is the process of dividing the total market into relatively distinct homogeneous sub-groups of consumers with similar needs or characteristics that lead them to respond in similar ways to a particular marketing programme. A market segment is a portion of a larger market in which the individuals, groups, or organisations share one or more characteristics that cause them to have relatively similar product needs. Bases for Segmentation A segmentation variable is a characteristic of individuals, groups or organizations that marketers use to divide and create segments of the total market. Segmentation descriptors fall under four major categories and include geographic variables, demographic variables, psychographic variables, and behaviouristic variables.     MODULE-4 Meaning of Product A product is anything, tangible or intangible, which can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want. Thus, a product can be a physical entity (e.g., computer, shirt, or soap), some service (e.g., healthcare, tuition, or bank), a retail store (e.g., music store, locality grocer, or supermarket), a person (e.g., a singer, physician, or politician), an organization (e.g., business organization, trade organization, or not-for-profit organization), a place (e.g., village, city, or country), or idea (e.g., social issues, concepts, or population control). We use the word product innumerably in everyday life. Product Hierarchy  The first level is the core benefit  The second level is a generic product Geographic variables focus on where the customers are located. Demographic variables identify who the target customers are. Psychographic variables refer to lifestyle and values. Behaviouristic variables identify benefits customers seek, and product usage rates.

   BRANDING

The third level is the expected product The fourth level is the augmented product The fifth level is the potential product

A brand mark refers to that part of brand which is not made up of words, but can be a symbol or design such as swoosh mark of Nike, or Golden Arches of McDonald s. A trademark is a legal registration indicating the owner s exclusive right to use a brand or some part of brand. A trade name is the full and legal name of a firm, such as Maruti Udyog Ltd., and not the specific name of a product. NODULE-5 PRICING Price setting is a very critical area in marketing mix decisions of a company. It is the only element that generates revenues for the company, and all others involve only costs. Price represents the value that is exchanged in a marketing transaction MODULE-6 DISTRIBUTION CHANNEL A marketing channel is a system of relationships existing among businesses that participate in the process of buying and selling products and services. DIRECT MARKETING Direct marketing is an interactive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location. MODULE-7 MARKETING COMMUNICATION Advertising Sales Promotion Personal Selling Publicity/Public relations Direct Marketing Sales Promotion

Sales promotion utilizes a variety of incentive tools for a predetermined, limited period of time in order to stimulate trial, increase consumer or trade demand, and motivate and reward sales force, such as samples, coupons, discounts, premiums, refunds and rebates, contest and sweepstakes, trade deals, and sales contests for sales people etc. In most cases, the objectives are generally short-term sales related rather than long-term brand building. Personal Selling It is important to determine the role of personal selling and this is possible by examining the following factors:    Information to be Exchanged Product Nature and Selling Situation Cost Effectiveness

Publicity and Public Relations Public relations practice is the deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its public. E-Marketing or Internet Marketing Marketing activities on the Internet are actually a part of e-commerce or e-business. The Internet is changing the way, businesses undertake their marketing tasks. This wonderful technology provides marketers with faster, more efficient, and powerful ways to handle designing, promoting and distributing products, doing research, and collecting loads of market information almost instantly. MODULE-8