Unit Title: Introduction to Business Communication

Guided Learning Hours: 100

Level: Level 4
Number of Credits: 12

Learning Outcome 1
The learner will: Understand and know how to apply the principles which govern the
transmission of information in business situations.

Assessment Criteria
The learner can:

Indicative Content

1.1 Apply knowledge of

the purposes of
communication.

1.1.1 Apply knowledge of the purposes of communication in

order to inform, instruct, persuade, request, clarify, co-operate,
buy and sell, advertise, etc.

1.2 Explain why a

particular medium is
appropriate or
inappropriate in a given
situation.

1.2.1 Understand the advantages and disadvantages of

telephone, fax, email, face-to-face communication,
memorandum, and notice in a given scenario.

1.3 Explain how

relationships between
people affect
communication.

1.3.1 Manager/subordinate (including autocratic and

democratic management).
1.3.2 Familiarity/unfamiliarity.
1.3.3 Making a good first impression.
1.3.4 The office environment and layout.

1.4 Describe simple

communications
structures.

1.4.1 The communication cycle, including positive and

negative feedback.
1.4.2 Horizontal, vertical and diagonal communication.
1.4.3 Chain, Circle, Star, Wheel structures.
1.4.4 Grapevine.

Learning Outcome 2
The learner will: Be able to compose all common types of written communication in a clear,
complete and correct way.

Assessment Criteria
The learner can:

Indicative Content

2.1 Write effectively all

common types of formal
business documents.

2.1.1 Letters, correctly laid out.

2.1.2 Reports, correctly laid out.
2.1.3 Curriculum vitae, its content and structure.

2.2 Write effectively all

types of informal business
documents.

2.2.1 Memos to individuals.

2.2.2 Notices to groups.
2.2.3 E-mails to individuals and groups.

2.3 Use language that is

appropriate to the purpose
of any given document.

2.3.1 Understand the differences between formal and informal

language.
2.3.2 Understand how to persuade a reader (e.g. in an
advertisement).
2.3.3 Apply that knowledge appropriately.

Learning Outcome 3
The learner will: Understand the principles of communicating orally in an effective way.

Assessment Criteria
The learner can:

Indicative Content

3.1 Explain how to

communicate effectively
on the telephone.

3.1.1 Good practice when making a call.

3.1.2 Good practice when receiving a call.
3.1.3 Leaving a message on a voicemail.

3.2 Explain how to

communicate effectively
face to face in both formal
and informal situations.

3.2.1 Formal meetings (organisation and structure, including

agendas, venue, minutes, role of chair and secretary).
3.2.2 Briefings.
3.2.3 Speeches and presentations (preparation and delivery).
3.2.4 Interviews (preparation and conduct).

3.2.5 Business conversations.

3.2.6 The role of the receptionist.

3.3 Show knowledge of

listening skills.

3.3.1 Active and passive listening.

Learning Outcome 4
The learner will: Understand the importance of non-verbal signals in communication.

Assessment Criteria
The learner can:

Indicative Content

4.1 Explain how body

language can help or
hinder communication.

4.1.1 Gestures and facial expressions.

4.1.2 Posture.
4.1.3 Eye contact.
4.1.4 Personal space.

4.2 Describe how physical

appearance can affect
communication.

4.2.1 Dress and grooming.

4.3 Demonstrate
awareness of other
common non-linguistic
methods of
communication.

4.3.1 Logos, signs and symbols.

4.3.2 Use of physical objects, e.g. buildings, furniture, car.

Learning Outcome 5
The learner will: Understand how common barriers to successful communication arise, and
how they can be overcome.

Assessment Criteria
The learner can:

Indicative Content

5.1 Describe
communication barriers
caused by the sender of a
message in oral, written or
non-verbal form and how
they can be overcome.

5.1.1 Lack of clarity.

5.1.2 Incomplete information.
5.1.3 Incorrect information.

5.1.4 Faulty equipment.

5.1.5 Inappropriate medium/channel.
5.1.6 Inappropriate language.
5.1.7 Wrong time and/or place.
5.1.8 Insufficient Adjustment Period.

5.2 Describe
communication barriers
caused by the receiver of a
message and how they
can be overcome.

5.2.1 Poor listening skills.

5.3 Describe
communication barriers
that can be caused by
either the sender or the
receiver of a message and
how they can be
overcome.

5.3.1 Physical noise.

5.2.2 Poor reading skills.

5.3.2 Psychological noise in all its aspects.

5.3.3 Physical barriers.

Learning Outcome 6
The learner will: Understand the content of a passage of simple business information and
know how to summarise it effectively.

Assessment Criteria
The learner can:

Indicative Content

6.1 Select relevant

information and keep
within the word limit.

6.1.1 Choosing what is important and rejecting what is

unimportant.

6.2 Use original

vocabulary to show
understanding.

6.2.1 Adapting the language of the original where necessary for

clarity or meaning.

6.3 Produce a summary

that is fit for purpose.

6.3.1 Adherence to the word limit.

6.3.2 Awareness of audience.

Learning Outcome 7
The learner will: Understand the role of computers and other modern communication
technologies in business communication.

Assessment Criteria
The learner can:

Indicative Content

7.1 Demonstrate knowledge

of computers and their
components and describe
how to use them.

7.1.1 Types of computer.

7.1.2 Common hardware and software.
7.1.3 Common computer peripherals.
7.1.4 Creating a document or spreadsheet.
7.1.5 Saving and retrieving data.

7.2 Describe the ways in

which computers and other
modern communication
technologies help
communication within
companies and throughout
the modern business world.

7.2.1 Features of desk telephones and mobile telephones.

7.2.2 Pagers.
7.2.3 Facsimile machines.
7.2.4 Teleconferencing, videoconferencing.
7.2.5 Telecommuting.
7.2.6 LANs and WANs.
7.2.7 The internet and e-mails.
7.2.8 E-commerce.

7.3 Demonstrate knowledge

of common threats to the
security of data held on
computer, and how to protect
that data against such
threats.

7.3.1 Viruses, worms, bugs.

7.3.2 Phishing and identity theft.
7.3.3 Hackers.
7.3.4 Spam.
7.3.5 Password protection.
7.3.6 Anti-virus software.
7.3.7 Firewalls.

Learning Outcome 8
The learner will: Understand common business and communications terms.

Assessment Criteria
The learner can:

Indicative Content

8.1 Explain common

technical words, phrases and
abbreviations related to
business, to communication,
and to communication
technology.

8.1.1 Abbreviations in common use.

8.1.2 Words in common use.
8.1.3 Phrases in common use.

Assessment:
Assessment method: written examination (unless otherwise stated).
Written examinations are of three hours duration.
All learning outcomes will be assessed.
Recommended Reading:
Introduction to Business Communication ABE Study Manual.
Please refer to the Tuition Resources section of the Members Area of the ABE
website (www.abeuk.com) for further recommended reading.