SVKM’s

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES

POST GRADUATE DIPLOMA IN MANAGEMENT
Program: PGDM Trimester: 1
Course: Business Communication – I Code:
Teaching Scheme Evaluation Scheme
Classroom Practical/ Tutorials Credit Continuous Project
Session Group work Evaluation (TEE)
20 3 60% 40%
Course Rationale:
Effective communication is the life blood of every organization and a key to success in our business career
and our personal life. The business of an organization is run on interchange of information, plans, ideas,
proposals, use of data and conducting discussions, meetings and research which are all different forms of
communication. Written Business Communication in an environment that is global and digital involves well-
defined, succinct and critical thinking. The Course coaches the students to align and adapt to reach the right
audience and communicate to the various stakeholders - both inside and outside the organization through a
well-crafted communication plan effectively utilizing using an array of communication tools and social media
channels. This will give them an edge to achieve their professional goals.

Course Objectives:
1. To provide a comprehensive view of communication, its scope and importance in business in
establishing a positive image externally as well as an effective internal communications plan.
2. To develop an awareness of the importance of succinct written expression to modern business and to
use written communication to enhance workplace productivity, visibility and make connections for
career progression.
3. To become good communicators through observation, teamwork and productive critique and develop
critical skills of Business Communication and Business Writing.
4. To learn basic techniques of writing at the workplace, focus on simple and clear writing; understand the
effect of words; learn how to draft business messages; learn the etiquette and protocol of written
communication for effective business interactions.

Learning Outcomes:
After completion of the course, students would:
1. Apply basic skills of communication in the areas of listening and writing with special emphasis on
audience analysis, structuring, and persuasion;
2. Demonstrate the use of basic and advanced proper writing techniques that today's technology demands,
including anticipating audience reaction;
3. Develop a deeper understanding of the need to analyze, critically listen, interpret, discuss, write and
rewrite;
4. Write effective and concise letters and memos, informal and formal reports, plan successfully for and
participate in meetings, use e-mail effectively and efficiently, organize and write business proposals,
complete with visuals, and executive summaries that employ effective strategies of persuasion.

Pre-requisite(s):
Students are expected to have basic English skills – language ability and descriptive essay writing skills as
well as competency to use Microsoft Office (Word | Excel | Power Point) and E-mail programs.

Pedagogy:
Students will develop their written communication skills in the class through short lectures, presentations
and discussions of ideas and theory along with skill-building assignments and in-class practice plus feedback
through short in-class speeches/ presentations. Regular attendance and active participation are required.

Textbook:
Business Communication Today, 14e, Courtland L. Bovee, John V. Thill, Roshan Lal Raina, Pearson
Publication, 2017

Reference Books:
• The Business Writer's Handbook, 11e, Gerald J. Alred, Walter E. Oliu, Charles T. Brusaw, St. Martin’s
Press, 2015.
• Essentials of Business Communication, 10e, Mary Ellen Guffey and Dana Loewy, Cengage Learning,
2016.
• Mastering Communication at Work: How to Lead, Manage, and Influence, Ethan F. Becker and Jon
Wortmann, McGraw Hill, 2009.

Journals:
• Harvard Business Review
• Business and Professional Communication Quarterly (BPCQ)
• International Journal of Communication
• International Journal of Business Communication

Evaluation Scheme:
• Class participation 10%
• Written test 20%
• Assignments 30%
• Project/End sem 40%
Total 100%

Session Plan:
Session Topic (including Learning Outcomes Pedagogical Tool Textbook Chapters &
subtopics) Readings
1 Overview of Business • Understand the Fight Viral with Text book:
Communication importance of Viral Chapter 1
effective A Case of Domino’s Reading:
• Understanding the
communication Pizza’s Crisis; Three Elements of
foundations of
• Appreciate Case in Strategic Great
Business Communications, Communication,
communication
Communications 1,93-106, Vol 1 2012 According to
objectives and
• Professional Aristotle, s
what it means to
Communication in Scott Edinger
communicate as a
a Digital, Social, #H009ZG-PDF-ENG
professional
Mobile World Published 2013
• Comprehend the
• The Basic
communication
Communication
process model, the
Model
barriers to
• Barriers in the effective
Communication communication
Environment
2 Interpersonal • Understand the Graded Class Text book:
Communication in a advantages and Project: Introduction, Chapter 3
Diverse and Global disadvantages of Guidelines and plan Reading: Seven
work environment working in teams initiation. Ways to Better
• Communicating and the Communicate in
effectively in teams characteristics of Today’s Diverse
• Collaborating on effective teams Workplace,
Communication • Comprehend the Kim Ribbink,
efforts guidelines for # C0211C-PDF-ENG
collaborative Published 2002
 • Understanding communication
opportunities and and process of
challenges of constructive
communication in a feedback
diverse world • Identify the
• Improving opportunities and
intercultural challenges of
communication intercultural
skills communication
• Apply the seven
steps to successful
intercultural
communication
skills.
3 Non-verbal • Understand the Case: Textbook:
communication importance of ‘Nonverbal Chapter 2
• Recognizing and nonverbal Communication in
using nonverbal communication Negotiation’,
communication and identify six Michael Wheeler
effectively major categories of #903081-PDF-ENG
• Facets: Personal nonverbal Published 2003,
appearance, Facial expression Revised 2009,
expressions, • Enhance own HBS
Movement, nonverbal
Postures, Gestures, communication
Eye Contact skills
• Non-verbal
communication in
Negotiations
4 The Importance of Recognize the 3 major Lecture Presentation Textbook:
Listening in the modes of listening, the and Listening/ Chapter 2
Workplace listening process and Reading
• What is listening? barriers to effective Comprehension
Barriers to listening Exercise
Listening,
Strategies for
Effective Listening,
Listening in a
Business Context
• Reading and
Listening
comprehension
5 Developing your • Understand basics Lecture Presentation Textbook:
communication style – of business and Class Discussion Chapter 2
verbal and non-verbal etiquette -defined Video clips
• Developing your in 4 settings and Role plays
Business Etiquette key etiquette
• Making a Great points
First Impression • Know how to
• The art of small Look, Sound and
talk Smell the Part
• Developing Your • Appreciate
Professional and Etiquette
Personal Style guidelines – all
• Negotiation and aspects and
Assertiveness situations
• Know and apply
the principles of
 • The Do’s and powerful
Don’ts in persuasion.
Conversation • Adopt the 4 Step
• Build self- Assertiveness
confidence and technique
self-esteem • Implement win-
win behavioral
style for
negotiations
6 Capstone project Introduction to the Lecture Presentation
elements of case
writing and analysis
7 Written Business • Understand the 7 Textbook:
Communication C’s of business Chapter 4,5,6
writing
• Introduction to • Plan, Write and
Principles of Complete Business
Business Writing Messages
• The 3 Step Writing • Adopt effective
Process strategy for
• Brief Messages – Routine and
Routine & Positive, Positive Messages
Negative, • Analyze
Persuasive approaches to
Negative Messages
• Develop
Persuasive
Business Messages
8 Context of • Develop the finer Lectures and Class Reading:
Communication aspects of Discussions Aristotle's Rhetorics
• Appreciate the finer communication
aspects of • Skilled to fine tune
communication - communication as
empathy, per specialization.
assertiveness,
choice of
communication
medium
• Nuances of
communications in
Finance, HR,
Marketing,
Operations
9-10 Soft skills – an • Apply soft skills to Lecture Presentation
overview increase Graded Class
• The hard truth effectiveness, elicit Project: Draft plan
about soft skills, A- clear stakeholder submission
Z of soft skills requirements with
• Behavioral training ease, gain buy-in
– life skills with high level
• Emotional stakeholders and
Intelligence facilitate critical
• Conflict thinking.
Management • Develop
• Influencing Skills behavioral skills
needed in
interpersonal
relationships,
 effective
communication,
engaging attitudes
and productive
emotions that will
enable people to
work & perform
well with others.
• Master emotional
intelligence to
increase own
effectiveness and
support others in
developing their
EQ. Handle their
emotions and gear
them towards
positive outcomes.
Respond
proactively to
situations.
• Examine conflict
styles and analyze
own behavioral
patterns. Use new
and effective
techniques to
manage conflict
and develop
coping strategies to
deal with difficult
people and
situations.
• Practice skills
needed for
building strong
relationships.
Learn how to use
communication to
influence others
and build trust and
commitment.

11 Guidelines for • Make meetings Lecture Presentation Textbook:

Meetings more productive Graded Assignment Chapter 2
• Guidelines for • Prepare well for
Meetings: meetings, be able
Introduction, Types to conduct and
of Meetings contribute to
• Before, During, efficient meetings
After the Meeting, • Be able to draft
and Common notices, agendas,
Mistakes made at minutes, emails
Meetings and memos
• Meeting Notice,
Agenda & Minutes
• Email etiquette
• Memos
12-13 External Business • Know how to Case: Textbook:
Communication prepare various Volkswagen India, Chapter 10,11,12
• Writing Business forms of layout of Nestle India, BMW
Letters: a letter India
Introduction, • Write any business
Principles of letter using various
Business Letter tools to organize,
Writing, Types of classify, compose
Business Letters, and select suitable
Format for tone.
Business Letters,
• Brochures
14 Reports - Gathering • Know the effective Team Project 3 Textbook:
information process of Chapter 13
• Planning the conducting
research research
• Conducting • Evaluate, locate
Primary and and document
Secondary information
Research sources
• Processing Data • Conduct surveys
and Information and interviews
• Applying your • Process search
findings results and present
conclusions and
recommendations
15-16 Reports and • Organize Graded Class Textbook:
Proposals informational Project: Chapter 14
• Common purposes reports, key parts Review of plan vis- & 15
of a report of a business plan à-vis
• Essential and Analytical implementation,
characteristics of a report. change management
good report • Strategize and and checklists
• Planning write an effective
Informational and proposal
Analytical Reports • Able to complete
• Planning Proposals and deliver
• Drafting and effectual reports
completing Reports
and Proposals
• Writing Executive
Summary
17-18 Developing Business • Organize Class Discussion Textbook:
Presentations presentations Graded Assignment Chapter 16 s& 17
• Planning a • Selecting the best
presentation media and
• Developing a adapting to
presentation audience
• Planning the • Select and
presentation visuals maintain slide
• Designing effective design consistency
slide and content • Create effective
• Completing slides slides
and support • Complete the
materials presentation with
handouts and other
support materials
19-20 Team dynamics, • Understanding Lecture Presentation
Course round up and Team dynamics Class Discussion
Project Presentations. • Overview of the Graded Class Project
course Review
• Presentation skill Presentations
enhancement