NMIMS Global Access

School for Continuing Education (NGA-SCE)

Course: Business Communication
Internal Assignment Applicable for April 2022 Examination

Ans 1)
Introduction :
While business memos and emails may look similar at first, a memo has some key
differences. Memos are usually more formal than emails and are often used when you need
to give your message a more official look. They can also be printed and distributed
wherever this message would have the most impact.
Memos can be addressed to a single person or a group, so tailor your message to reflect the
concerns of your audience. As with any business document, always remain professional and
polite, even if you have to address a negative topic. An official memo is no place to single
someone out in a critical way, so focus on facts and constructive plans for the future.
Concepts and application :
Writing a business memo
As stated above, an effective business memo is brief, direct, and easy to navigate. The
following five writing strategies help readers to navigate business memos easily and
quickly:
1. Present the main point first. This may be the single most important guideline about the
structure and content of memos. Readers should quickly grasp the content and
significance of the memo. If readers have a question or problem, they want to know
the answer or solution immediately—if readers want more information, they can
continue reading. In other words, supporting details should follow the main point or
conclusion, not precede it.
2. Maintain a professional, succinct style. The style of your writing should be
appropriate to your audience: In this case, your audience is your boss, your coworkers,
or both. So, your style should be professional, straightforward, cordial, and easy to
read. To achieve such a style, use short, active sentences. Avoid jargon and pretentious
language. Maintain a positive or neutral tone; avoid negative language if possible. In
addition to making memos easier to read, a professional writing style also improves
the writer’s credibility.
3. Create a very specific subject line to give the reader an immediate idea of the memo's
(or message's) subject and purpose. The subject line should orient the reader to the
subject and purpose of the memo and provide a handy reference for filing and quick
review. Suppose, for instance, that you were writing to request authorization and
funding for a business trip. You'd avoid a general subject line like "Publisher's
Convention" or "Trip to AWP Conference" in favor of something more specific like
"Request for funds: AWP conference." The last example would tell the reader the
subject and what she was being asked to do about it.
4. Provide a summary or overview of the main points, especially if the memo is more
than one page. Often referred to as an executive summary, the first paragraph of a long
memo or message serves these functions:
▪ Presents the main request, recommendation or conclusion
 ▪ Summarizes then previews the main facts, arguments and evidence
▪ Forecasts the structure and order of information presented in the remainder of
the memo
▪ Like the subject line, the executive summary provides a quick overview of the
purpose and content of the memo. The reader uses it to guide both a quick first
reading and subsequent rapid reviews.
5. Use format features, such as headings, to signal structure and guide readers to the
information they're seeking. Headings provide an outline of the memo, enabling the
reader to quickly see what the major topics or points are and where to find them in the
memo. Make headings parallel with each other and as specific as possible. Other
format features that signal structure and guide readers include short paragraphs and
blocks of text, lists set off by indentations, numbers or bullets, or generous use of
white space to guide the eye.

Conclusion :
As discussed in the Business Writing Essentials lesson, revision is vital for any quality
document. Read over your writing to cut unnecessary material, clarify your main points,
and proofread for grammar and factual errors. And before you submit your memo to your
audience, consider getting feedback from a colleague to ensure your message is effective
and professional.

MEMO :
Hi,
Here is the requested draft that might be useful to you. Disciplinary actions are guidelines
stipulated in the company's policy , so you have to adhere to those rules.

Date : 12 feb 2022

Subject :Warning Memo

Dear Employees :

It has been observed by the management that the employees are frequently taking the breaks
and are often found relishing snacks at the new café. This has seriously hampered the
productivity of the employees. Most of them are now not able complete the usual tasks in
the stipulated time

Please note that your act influences other team members negatively and thus bringing down
the discipline level in our organization.

All you need to do to improve your habit you need to observe break during specified break-
timings. I will assist you in any way that I can to remedy the problem, however, unless the
matter can be corrected, I shall have no other alternative but to further disciplinary or
corrective actions.
Please treat this warning seriously and improve accordingly.
Sincerely,
Amit Choubey
(G.M.)

Ans 2)

Introduction :
You attitude is an important aspect of business communication. In business, friendly
relationships should be maintained. Understanding the other person, his opinions and mental
attitude is significant to make the communicative have the quality of you attitude. You
attitude does not mean using the word ‘you’ instead of ‘we’ or ‘I’. It means writing a
business letter with a positive attitude towards the receiver of the letter. The writer should
consider receiver’s point of view. He should visualise the reader. He should visualise
possible reactions of the reader to the letter. Visualising the reader’s reactions to the letter is
the most important aspect of ‘You Attitude’ factor in business communication. The writer
should imagine as to how the reader would react to this letter. Thus, ‘You Attitude’ is a style
of writing that places the writer in the reader’s position, allowing a clear view of the
situation from the reader’s standpoint.

Concepts and application :

Watch Your Tone

Tone of voice, whether in written or oral messages, conveys your attitude toward the person
receiving the message. Conveying the right tone can be tricky. The book “Business
Communication: Building Critical Skills” points out that most of us are experts at correctly
reading the tones of others, but we aren’t as good, sometimes, at gauging the impact of our
own tone.
The first step to assessing our tone’s effect is to become conscious of it and then to consider
our intended recipient. The tone used with a young employee is not likely to be appropriate
for an important prospective client, for instance.

Consider Your Audience

In a single day, a small-business owner might communicate many times with many people.
Each time, attitude and tone must be adapted to your audience.
Sometimes more than one person will get your message. Though your communication might
go through a gatekeeper and then be later passed along, the receiver you’re most concerned
with is the primary audience. This is the person you want to move to action or decision.
Adapt your tone to that reader or listener primarily. In crafting your message, consider also
the primary audience’s attitude toward your subject matter.
Extend Goodwill to Others
Creating goodwill enhances your image and the image of your small business. Your attitude
during interactions can promote goodwill or erode it.
You can demonstrate goodwill by considering the concerns of the message receiver,
focusing on what the receiver wants to know and protecting the receiver’s ego. This is called
the “you-attitude” approach. To focus on the receiver, try to eliminate “I.” For instance,
saying, “Your order shipped Monday” is better than “I shipped your order Monday."
Positive vs. Negative
A positive attitude in business communication also helps build goodwill. Emphasizing
what’s right with a situation or what can be done instead of what can’t be keeps negativity at
bay.
When a message must contain bad news, provide a reason or a valid silver lining. “Business
Communication: Building Critical Skills” advises avoiding the word "you" and softening a
negative message by using passive voice. For instance, instead of saying, “You failed to
meet the criteria,” you could choose “The criteria weren’t met.”
Be Careful About Context
Context can change the perceived attitude of a message in dramatic ways. In business,
power dynamics must be considered when crafting a message.
Communicating with a superior requires increased politeness and formality than you would
use with peers. The same is true when communicating with people you don’t know well and
your elders. Use courtesy titles – Ms. and Mr. – and last names. Conveying a respectful
attitude across cultures may require research, as standards of politeness differ.
Examples of ‘You Attitude’
*You will get 25% discount.
*You will have the opportunity to share your experience.
*We will be happy to receive your early reply.
*You will also get mobile banking and net banking facility.
*You can be reassured that our products are reliable.

Importance of ‘You Attitude’

#The letter with you attitude helps to capture attention of the receiver and brings a
favourable reply.
#You attitude helps to create friendly atmosphere and establishes mutual trust.
#You attitude motivates the reader and can bring favourable outcome even in a bad news
situation.
#You attitude helps to accomplish the purpose of writing the letter.
#You attitude improves the goodwill of the company and creates good image of the
company in the market.

CONCLUSION :
To apply the you-attitude, use the following techniques:

1. Write with a specific purpose in mind, but focus not on what you will gain but on
what the reader receives, wants, or can do. Not "We are shipping your order . . . " but "The
pair of shoes you ordered . . ."
2. Refer to the reader’s request or order specifically. Not "your order" but the "desk
chair you ordered."

3. Anticipate, but don’t presume to know how a reader will react or feel. Not "You'll be
happy to know . . . " but just make the direct statement.

4. When writing to a person, highlight them (“you”) rather than the “I” or “we.” In
other words, choose the second-person point of view over first or third.

5. Conversely, in negative situations, avoid the word “you.” Protect the reader’s ego by
using more impersonal expressions and passive verbs to avoid assigning blame. You made
no allowance for inflation in your estimate. No estimate for inflation has been made in this
estimate (passive). This estimate makes no allowance for inflation (impersonal).

6. Emphasize the positive by replacing words that contain negative connotations or

denotations. "Not we have failed to take inventory" but "We haven't yet finished taking
inventory."

7. Make information accessible: organize and format more, according to established

conventions; include clear topic sentences in all paragraphs; and for long documents, use
headings to separate sections.

8. Write clearly and briefly: avoid jargon, inflated vocabulary, wordiness, and
unnecessary information.

9. Don’t hope your reader infers correctly. Explain explicitly the significance and/or
relevance or your information.

ANS 3)

A)

Introduction :
Recent developments in the mobile communication technology have generated massive
improvements in various business areas. Widespread adoption of mobile technology has
also had significant effects on how businesses communicate, changing the way they deal
with consumers, stakeholders and third parties. your business.

Concepts and application :

Annie have changed her communication strategies/techniques with her clients by the
following ways :

• Project management systems

Thanks to the implementation of project management systems, workers no longer need to be
in the same office to share their ideas. Whether at the corporate headquarters or working
from home, you and your team can create checklists, appoint tasks, set goals and monitor
progress, all in one application. Businesses that are using a project management software
are more likely to be more efficient and can save time and resources.
• Better customer experience

With the rising importance of mobile devices, businesses are constantly looking for new
ways to improve their customers’ experience. Businesses can now reach customers
anywhere using mobile apps. Customer service standards have increase a great deal thanks
to mobile technology. Business can instantaneously answer customer’s doubts and requests.
Such interactive methods help in maintaining a clear communication. Better interactions
engage users that is why mobile app developers are creating web interfaces based on
anticipated users’ behaviours.
• Enhanced collaboration within the workplace

Mobile technology has also enabled companies to expand their workforce to a global
network. Mobile devices remove communication barriers because it allows employers to
collaborate from anywhere in the world. Smart mobile devices made it possible to carry out
teleconferences, online meetings and video calls so workers from different locations can
participate in the discussion as if they were physically present. Wherever they are, members
of a team can now exchange their viewpoints as if they were physically present at the office.
This capability offered by mobile phones facilitates better collaboration among all the
employees and also help in improving their productivity.
• Optimised business operations

The mobile trend has enhanced and streamlined business operations, speeding up processes
and increasing accuracy and quality. Thanks to mobile technology, it is easier exchange
emails, send and receive invoices, track expenses, share files and more
Mobile technology has made production and distribution processes faster and more
efficient.
• Better marketing strategies

The growing use of mobile phones has lead business to develop more effective marketing
strategies. Many of them have incorporated the use of beacons in their day to day activities
as a strategy to make sure that the customers can access personalized information about
items and offers in their mobile devices. These improved marketing strategies enable
businesses to track their consumers’ journey and develop marketing strategies that increase
leads and sales.

Conclusion :

The development of mobile technology has opened new ways to sell and advertise products
and services and businesses need to take advantage of this technology in order to stay
competitive. In summary, mobile technology has promoted and improved businesses
communication by ensuring that companies can track their trends and results which can help
them to improve their communication strategies and increase productivity.

B)

Introduction :
Your business website is an integral part of a larger marketing plan. It is therefore important
to understand the purpose it must play. Your website is usually the cornerstone of an online
marketing plan, providing a presence for your business. It’s the online equivalent of owning
a high street shop or prominent office. On many occasions it is defined as being the centre
of a business’ universe and is generally the place where other marketing activity is
attempting to drive traffic to. In a recent survey on the business impact of a strong online
presence, 80% of respondents saw their business website and social media presence to be
the most important aspects for generating leads and sales.

Concepts and application :

Good websites consider the visitor first, provide a great user experience, and can become
powerful marketing engines.
You’re investing in digital marketing to drive people to your website — now you need to
deliver on the experience they’re expecting when they arrive.
Here’s how.
1. Clearly Define Your Goals
While we should always start a web or marketing project with goals, we need to consider
both ourselves and the user with our website.
The site can only generate traffic, leads, and sales when we make sure we have what our
target audience wants and we can deliver it for them in a satisfactory way.
Defining goals for both your organization and your user should be easy to do.
If the goals don’t align, then you’ll likely have a problem where you’ll seek to make profits
yet not be able to deliver the product and experience your audience seeks.

It is painful to invest time and money into a site to learn that everyone is bouncing from,
where no one understands why they should buy from you. This is a big clue that you
focused too much on your end goals and not theirs.
2. Budget Properly
Prepare to invest in your web presence. I have known a lot of brands that overspend on their
sites and then go cheap on marketing. Conversely, there are those who want to go big on
marketing and won’t put anything into their website.
Find the right CMS, technology, and type of site for you.
Off the shelf? Know what the limitations are so you don’t have to throw it away and start
over before you have ROI on it.
Custom design and/or custom code? Make sure it isn’t overkill and doesn’t push your
breakeven point too far out into the future.
Don’t be over or undersold. Know what your upfront investment is and what the
incremental one is as well to make the right decisions to support your business.
3. Earn the Trust of Your Audience
Be clear and transparent in what you are offering and what you want your audience to do.
Know what motivates them and what you’re strong at.
Leverage that.
Too often, websites lack the emotional or credibility connections needed to earn trust and
the lead or sale.
A prime example that I see often are ecommerce sites (and even service company websites)
that lack a substantial About Us page.
Users want to know who they are doing business with and not that you’re just another
commodity site in the space.
If you can’t put names, pictures, culture, philosophy, or some type of story on your website,
you’ll lack the ability to state what you’re about.
Customers care about your intentions.
Even cost-conscious shoppers simply looking for the lowest price need to feel like you’re a
legit business before plugging in credit card details.
4. Find Ways to Stand Out
Differentiation is key.
Why make SEO complicated?
Semrush gives you a transparent analysis of your website's performance with the best data,
visuals, and actionable tips.
You can still use a website template and look different.
By customizing imagery and styles tailoring them to your brand, you can stand out.
This goes along with earning trust.
When you tell your story and create factors like price, quality, customer service, what you
do with profits, how you give back, etc., you create the bond needed to stand out from the
rest of the templated and quickly spun-up sites selling the same products or services.
5. Focus on Usability & User Experience
Make it easy for your audience to get to the content they want.
If you’re a viral video website, land users on video pages.
If you have products or services, make sure that users can get to the desired page with the
fewest clicks possible.
In addition to having intuitive main menu navigation optimized for mobile and desktop
experiences, think about the placement of your search box and other cues to get to popular
content.
Don’t assume that a user is willing to click several times to get to the latest cat video or the
hot selling product that everyone wants.

6. Remember the SEO Fundamentals

This seems like a basic thing, but don’t forget about SEO.
At minimum, know how the search engines crawl and index your content and ensure the
basic on-page factors are optimized.
There are lots of ways to make this easy, including through plugins and semantic coding.
SEO has technical aspects and goes beyond on-page, but if you can at least ensure your
content can be indexed (and is being indexed) and that you are customizing all of the on-
page elements to literally represent what your content is and is about, then you can win half
the battle.
7. Optimize Your Landing Pages
Landing pages are great tools for campaigns.
This includes PPC ads, email promotions, inbound marketing efforts, and more.
Having a system that allows for quick creation and customization of landing pages is critical
for success if you’re doing any marketing.
Make sure that your website or content management system gives you control and that your
site allows you to set indexing status, change navigation, and separate these pages from the
normal navigation paths if you’re using them for dedicated campaigns outside of navigable,
normal website content.

8. Use Your Analytics

Another that seems like a given, but go beyond just installing Google Analytics on your site.
You need information on demographics, goal completions, and more that you can’t get
unless you take a few quick steps to set them up.
Don’t assume that you can set it and forget it and go back months down the road and see
how things are going.
You don’t have to log into Google Analytics every day.
At the very least after getting it customized, set up some reports and alerts that
automatically come to you so you have the pulse of what is working and what isn’t and can
adjust on the fly rather than reacting when it is too late.
9. Learn from Heat Mapping
Heat mapping and on-page analytics tools are great sources of additional information on the
user experience.
Many of the aspects critical to website success are UX-related.
Tools like Lucky Orange (I’m a customer and fan – not a compensated endorser) give you
insight into how far users are scrolling, where their mouse tracks, how much of a form they
complete before bailing, where they get stuck on your website, and a lot more that Google
Analytics can’t show you.

By monitoring this level of detail, you can fix UX hangups and further fine-tune the site to
see success.
10. Make Sure Your Website Works All the Time
Uptime is often all we think about when it comes to making sure our websites work.
However, you may not notice issues like JavaScript not firing, buttons not working, a
browser-specific bug, or mobile experience issues without the right protocols in place.
By just watching sales data and monitoring uptime, you may miss that a segment of your
audience is hitting a roadblock.
Many users won’t seek you out and contact you when they can’t buy or can’t get to the
content they want – they just leave.
Did you recently click a button in the WordPress admin to update a plugin? Be sure to know
if that broke something.
Make sure that your code is functional and cross-browser tested.
11. Listen & Learn Continuously
Don’t assume.
We’re good and optimizing and learning along the way with marketing. SEO is an ongoing
process that includes fine-tuning.

Conclusion :
An effective website design should fulfil its intended function by conveying its particular
message whilst simultaneously engaging the visitor. Several factors such as consistency,
colours, typography, imagery, simplicity, and functionality contribute to good website
design.
When designing a website there are many key factors that will contribute to how it is
perceived. A well-designed website can help build trust and guide visitors to take action.
Creating a great user experience involves making sure your website design is optimised for
usability (form and aesthetics) and how easy is it to use (functionality).