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Summer 2013

Master of Business Administration- MBA Semester 1

MB0039 Business Communication- 4 Credits
Q1.) Communication skills are of utmost importance in managing information and
technology in any organization. List the characteristics of communication and discuss the
seven barriers to effective communication.
ANS:Communication skill-Communication is a process involving the selection, production and
transmission of signs in such a way as to help a receiver perceive a meaning similar to that in the
mind of the communicator.
Communication takes place when one person transfers some understandable data to another
person. It also includes the exchange of thoughts, opinions, sentiments, facts, and information
between two or more persons.
List the characteristics of communication
It is unavoidable
It is a tow-way exchange of information
It is a process
It involves a sender and a receiver information
It could be verbal or non-verbal
It is successful when the receiver interprets the meaning in the same way as that intended
by the sender
It is a dynamic process
It enables understanding

The seven barriers to effective communication are following

1) Environmental barrier-An environmental barrier is the same as physical noise, which
could be in the form of distracting sounds, an overcrowded room, poor facilities and
acoustics, all of which may hinder the ability to listen to an understand the message
2) Individual barrier- A major barrier interpersonal communication is a tendency to judge,
evaluate, approve, disapprove the view of another person.
3) Organizational barriers- In organizations that are too hierarchical, that is, where there
are multiple layers, messages may have to pass through many levels before they finally
reach the receiver. Each level may add to, modify or completely change the message, so
much so that it becomes distorted by the time it reaches the intended receiver.
4) Channel barrier-It was pointed out that communication can fail due to any of the different
elements going wrong. Wrong choice of channel is one of the main barriers to
5) Linguistic and cultural barrier-when the sender of the message uses a language that the
receiver does not understand, the communication will not succeed. Either the sender may
be using a different or foreign language, or the language used may be too highly technical
for the receiver to understand.

6) Semantic barriers-The word semantics refers to the meaning of words and the way in
which they are used. For example, different words may have different meanings in different
7) Non-verbal barriers-Non-verbal communication includes tone of voice, body language
such as gestures and facial expressions, etc. If the tone of voice and body language are
negative, the communication will fail, however positive the spoken and written message.
Q2.) Non-verbal communication can have a greater impact than verbal communication and
is ambiguous. List and explain the various types of non-verbal communication in brief.
ANS:The types of interpersonal communication that are not expressed verbally (communication without
words) are called non-verbal communications. The non-verbal communication can have a greater
impact than verbal communication because sometimes the situation came that how I say
something is more important than what I say. At that time non-verbal communication can affect
both our personal & business relationships.
The list of types of non-verbal communication is given below:

Body language (kinesics)-It comes under nonverbal communication and refers to body
movements of any kinds. Different body movement can express inner state of emotion.
These are:
Facial expressions
Eye movements
Hand movement
Physical appearance

2) Touching (haptics)-It refers to communicate through touch. Touch is used to communicate

affection, assurance, familiarity, comfort, sympathy and other emotions and also can be
interpreted as an assault. These are: Working
Establishing friendships
Managing interactions

3) Personal space and distance (proxemics)-The proxemics is derived from the word
proximity and is the communication term for personal space & distance, which we choose
to keep from people is also part of non-verbal communication. Each of us has our own
inner & outer circle, which differ for different people. These are:
Intimate space
Personal space
Social and publics space
Fixed space
Semi-fixed space
4) Use of time (Chronemics)-It refers to the study of usage of time including attitudes
towards punctuality and willingness to wait and it also deals with the manner in which we
structure our time and interactions.
5) Tone of voice (paralanguage):-It means that similar to language of all forms of nonverbal communication, paralanguage is closest to verbal communication. It refers to the
tone including pitch, the pace the emphasis on word and the volume of voice with which
something is said and also can convey different mood and emotions.
6) Physical environment (physical context):-It refers to the physical environment or
surroundings within which we communicate. These are: Colour and layout
Space management

Q3.) Written messages must be as readable as possible. Discuss the two broad principles of
writing. Explain the three stages of writing methodology in detail.


Written messages must be as readable as possible because we need to make them uncomplicated
and easy so that even an average person can understand their meaning. Readability in turn is

largely determined by the length of the word, sentences and paragraphs. A common mistake made
by writer especially Indian writers, is to try to impress the reader by using flowery language and
oratory style of writing.
The two broad principles of writing are: Writing to express, not to impress
Keep it short & sweet
A good writer is one who follows these principles and asks himself/herself even before framing a
sentence what am I trying to say? And what words will express it? to make it uncomplicated and
easy for anybody to understand it easily.
The three stages of writing methodology are given below:1) Prewriting:- It is a structured thinking process that helps you to explore and understand
what you have to write. The techniques of prewriting help to determine the approach to
choose and plan to implement it. Usually, a prewriting plan enables you to explore a topic
from different perspective and also helps you to discover new and original idea for writing
this topic and you can analyse your audience to determine your audience requirements,
anticipate the audience knowledge and design the strategy that can be adopted to

Writing:- After knowing the audience and developing strategies you can research the
topic and gather essential data and you can organize your content i.e., decide the flow,
group similar facts, identify the important facts to be mentioned, etc. Later, you begin to
compose or write i.e., construct sentences and paragraphs. First, you write a draft and after
drafting write the information that you have researched. Build the sentences and
paragraphs even though they are not 100% perfect. You read what you have written and
check whether what you have written is what you mean. You then get the document
reviewed by others and ask for suggestions to improve the content.

3) Reviewing :-At this stage, you revise, proofread and evaluate the message. You check
whether the sentences are complete and if you content is correct then check the spelling,
capitalization, punctuation, grammar and parallelism. You will check for clarity of the
content written and ensure that no errors in the content. The four steps can help you to
make your review process effective are given below: Review for strategy
Review for macro issues
Review for micro issues
Review for correctness

Q4.) There are various techniques of reading out of which SQ3R is most popular. How
will you apply it while reading and research?
ANS:SQ3R techniques of reading was developed by Robinson. SQ3R is a tried and tested study strategy.
It not only helps us to understand and remember but can also help us to identify the information we
need to write an assignment. SQ3R is an active reading exercise that is designed to help us get a
fuller understanding of your reading materials. We apply it by following five steps of SQ3R
techniques of reading are given below:1) Survey:-It refers to a quick glance through the title page, preface and heading of text. We
will be able to gauge the main ideas of the text and authors name, date, place of
publication and title page can gives us idea of general subject area. The table of contents,
preface or foreword in the book gives us idea of themes and how they are organized. A
survey of the index or bibliography tells us immediately whether the book contains what
you need.
2) Question:-Question is the second step of SQ3R techniques of reading. After survey of the
text raise few questions in our mind regarding the text. These questions could be:
Is the book useful or relevant to my study?
Does it provide some guidelines/information on the subject at hand?
3) Read:-Reading is the third step in which we need to develop a critical approach to reading
anything for that matter. Read the text over and over again, each time with a different
question and a different purpose in mind. I read it once and understand everything kind
of attitude is nothing but a myth and must just focus on the main points or ideas and
supporting details. Make a note of the important points that we have read.
4) Recall:-Recalling or reciting follows reading level and the reader recalls the content after
reading some portion of text. This is done by checking and amending notes because every reading
exercise increases our background knowledge and we must be able to connect the information
gained with the existing knowledge. Thus, recalling whatever we have read enables we to connect
and relate the content with the previous and future learning of the subject and write down the key
points that sums up the major points. It is good practice to put across the points in our own words
when we recall.
5) Review:-Reviewing is the process of checking whether we have followed the earlier
stages promptly and efficiently.
These are questions that must be asked in the final stage of reading are given below: Have we surveyed the book, article or magazine properly?
Have we asked the appropriate questions relating to the content?

Have we read it critically and have we recalled the most significant details or information
required for our study?
Review will sharpen our critical ability, enable we to form our own opinions on the topic and
express them to others.
Q5.) Advertisements are used by the organizations to communicate with prospective
customers. What is the meaning and objectives of corporate advertising? Discuss with
ANS:Advertisements in the mass media such as magazines, newspapers and television are used by
organizations to communicate with prospective customers, both about the organization, as well as
its products.
Communication about the Organisation through Advertising
Advertisements in the mass media such as magazines, newspapers and television are used by
organisations to communicate with prospective customers, both about the organisation, as well as
its products.

Types of Advertising
Let us now discuss each of these two types of advertising briefly.
Corporate advertising
Corporate advertising can be defined as advertising that sells the organisation to its various public.
In this case, the organisation is the product. Corporate advertising is more a public relations
activity than a form of advertising, as it has no immediate commercial purpose. Its aim is merely to
inform and build a positive image of the organisation in the society. While the overall objective of
corporate advertising is to project a positive image of the organisation as a whole, some of the
specific objectives are as follows:

To create positive attitude towards the organisation Sometimes, consumers may have
negative perceptions towards an organisation, based on the belief that the organisation is not a
responsible corporate citizen. For example, public may believe that the organisation is responsible
for environmental pollution or destruction of forests and other natural resources. In such a
situation, corporate advertising aims to create a more positive attitude towards the organisation, by
correcting these beliefs.
For example, there was a negative perception among consumers that Nike was using child labour
in some of its factories, to manufacture sports shoes. Nike made use of corporate advertising to
overcome these perceptions.

To project the personality, culture and values of an organisation As Indias leading industrial
groups, the Tatas and the Birlas have been the oldest and the most frequent users of corporate
advertising, to communicate about their entrepreneurial ability, culture and values. Even countries
may use this form of advertising to achieve similar
objectives. For example, Dubai advertises to project an image of itself as a land of investment,
sports and investment opportunities.

To safeguard corporate reputation This form of corporate advertising is done when the
company is going through a crisis.
For example, during the pesticide controversy, Coke released advertisements featuring Hindi film
actor, Aamir Khan going to the Coke factory and laboratory, along with the Managing Director,
declaring that Coke was safe to drink and free of pesticides. This helped to an extent to restore
their damaged reputation.

To make an organisation better understood Sometimes organisations go in for this form of

corporate advertising, in order to make themselves more visible and to make consumers aware that
they have a presence in several areas.
For example, the United Breweries (UB) Group ran a corporate advertisement to highlight the fact
that UB was not only in breweries, but also had interests in healthcare (hospitals) and education.
The ITC Group also advertises to highlight their presence in areas as diverse as cigarettes, hotels
and ready-to-eat foods.

To project the organisation as socially responsible This refers to corporate advertising for a
social cause, highlighting the companys role in social development. The objective is to
communicate the companys corporate social responsibility.
For example, the UB Group ran an advertisement with the message Drinking and driving dont
mix, to educate public that drinking alcohol and driving is not safe.
Q6. In order to get a job you need to approach an organization with a resume. How does a
resume affect your employability? What are the components of resume?
A resume is a document that summarises your background, educational qualifications, experience
and interests. It may be sent not only to current employers, but also to potential employers, who
may hire you for a job that has not been announced. From a prospective employers point of view,
it serves as a screening device, helping to select the most worthy candidates for a particular
position and to eliminate the others. From a job seekers point of view, the resume conveys how
you present your ideas, whether you are organized and what your strengths are, apart from listing
your qualifications.
Although resumes and job application letter are sent together to the potential employer, the letter is
seen first. It is a good practice to write the resume before the letter as the resume helps to identify
the ideas that must be highlighted in an application letter. Resumes, like application letters, must
focus on the needs of employers. For example, a person seeking a job as a visualiser in an
advertising agency must emphasis his creative skills over other skills since the agencys
requirement is of a creative candidate
Components of resumes

Let us discuss each of these components in brief:Basic data This includes the name, address, telephone number and email id. The information
provided must allow a prospective employer to reach you easily. If you are still in college, it is
better to provide both the home and college address. If you are already employed, list either a
business phone number or a mobile number where you can be reached during work hours.
Career objective An objective must be very specific, stating clearly the position you are seeking
and the area in which you want to work. The objective statement must consist of two parts:

Your general goal, mentioning some skills that you feel will qualify you for the job.

One or more specific areas in which you wish to work.

For example, the objective for an entry level position is written as, An entry-level position in
public relations, with an opportunity to use my skills in writing and researching. Special interests
in publicity, radio and television programming.
Education Employers are interested in knowing about your academic qualifications after high
school. Educational qualifications must be listed in reverse chronological order, starting with the
most recent qualification first. The degree earned, name of the institution and date of receiving the
degree must be mentioned.
For example, Master of Business Administration in Retail Operations, Sikkim Manipal University,
August 2008.
In addition, anscholarships earned may also be mentioned, if relevant.
Experience Like educational qualifications, work experience must be listed in reverse
chronological order. If your experience is limited, you may also list part-time jobs, internships and
voluntary work, under the title work experience. More than job designations, employers are
interested in knowing what you can do. Therefore, a brief description of each job and the duties

performed by you must be included. Short phrases may be used, instead of complete sentences.
Technical terminology may also be used to describe the work done by you
y theses written, special courses taken, ranks, awards andscholarships earned may also be
mentioned, if relevant.
For example, Production Supervisor, Western University Media Productions, 1996-97. Assisted in
video tape productions, digital and online videotape editing using studio and portable cameras.
Skills/Other knowledge In this section, capabilities such as languages known, computer skills
and special writing skills may be listed.
Organisations and activities Membership of student and professional associations, clubs and
committees, offices held, as well as extra-curricular activities such as sports, music and
photography, must be listed in this section. This information gives prospective employers an idea
of your aptitudes, attitudes and personality.
References References could be obtained from anyone who is familiar with either your academic
or professional work, such as your professors or immediate supervisor. Prior permission must
always be sought before listing anyone as a reference. Generally, it is sufficient to include the
statement References available on request in your resume and to furnish the names only if you
are asked to. Employers ask for references only if they wish to do a background check on you.
When listing references, the name of the person, designation, institution and contact details must
be provided.