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IILM Graduate School of Management

Module Manual: Business Communication Academic Year: 2012-13 Course Code: OB 101 Course Credit : 2 Course Marks : 20 Course Hours: 24

1.Introduction to the Module and Module Objective A prerequisite to all jobs is communication skills. Be it marketing, human resource management or finance, all companies want their staff to be articulate speakers and writers. In every organisation, communication is the way people get their point across, get work done and get their contributions recognised. The business communication course has been designed keeping the need of recruiters and students in mind. The course deals with oral and written communication. Starting with the basics of the communication model, barriers and how to overcome them, it takes up other topics of communication. Listening and feedback are an integral part of communication which has been taken up in this course as well. Working and teams and understanding the audience is fundamental to the success of any piece of communication and this has been taken into accounts while designing the course. 2. Introduction to the Tutors Area Chair Name Dr. Sujata Shahi Phone Number Email ID sujata.shahi@iilm.edu Cabin Location Gurgaon Website URL www.iilm.edu Module Leader Ms. Priyanka Anand

Tutor - M.Sadiqur Rahman Faculty Associate - Sumit Bhukania sl. no. 1


Name of the tutor M.Sadiqur Rahman

Saumya Shirinia

Website link
http://www.iilmgsm.ac.in/faculty/sadiq.html http://www.iilmgsm.ac.in/faculty/saumya.html

Profile :

M.Sadiqur Rahman:A Fulbright Scholar of repute, Mr. Rahman is a young and dynamic academician in the field of Employability Skills and Managerial Communications. In his academic career spanning over more than five and a half years , he has taught Communications, Literature and Language in one of the most reputed Universities in USA and some of the top B-Schools in India .He is also an NEN(National Entrepreneurship Network) approved Instructor for Entrepreneurship. Mr.Rahman is a published poet with two books of poems to his credit. As a film maker ,Mr.Rahman has made three short films which were screened in several International Film festivals. He has worked as a Radio Jockey both in India as well as in USA. Mr.Rahman is deeply committed to social work and is an active part of a number of NGOs. He has been a member of the National Selection Committee for Fulbright India. Saumya Shirinia Saumya Shirina is a Lecturer in Life skills and Business Communication working at IILM since June 08. She has taught the Post Graduate and the Undergraduate students various other subjects besides Life Skills like 'Practice in Management Skills and 'Writing for the Business and Academic Purposes'. She focuses on honing the personality traits, social graces, communication, language, personal habits, grooming and optimism of the students, so as to make them more employable and inculcates in them the necessary attitude for success. She also counsels and mentors the students to help them grow as successful individuals. She been into training and teaching since the last six years preparing MBA aspirants at the Career Launcher and training the students for a career successful in the aviation and the service industry at the Air Hostess Academy, Delhi. She has written two conference papers in the last one year: "Role of Soft Skills in Personality Development and Employability" and "Spirituality and Success at Work" for the AIIMS International Conference held at IIM, Ahmedabad and Haridwar respectively. 3. Module Pre-Requisites As the medium of instruction is English, a pre-requisite will be working knowledge of English. Students should be able to speak and write English at the basic level and not necessarily advanced. Keeping in mind that students from various backgrounds will take up this course. Module Readings The prescribed readings in the session will provide a theoretical base to Managerial communication. Material from MIT Sloan, Harvard Business School publishing has been used. Their communication newsletter, readings and guides on various topics have been used to form essential and desired reading. Reference books Contemporary Business Communication by Scot Ober, Biztantra

Effective Business Communication by Krizan, Merrier, Logan and Williams, Cengage Learning Business Communication Building Critical skills Kitty O Locker Basic Business Communication - Lesikar and Flatley

Session No.

Topics Introduction to the Business Communication Communication styles, types and tools Communicating in Work teams: Applying art of Persuasiveness Persuasive presentations with Q and A Handling hostility, Building Positive Attitude and You Attitude Presentations to hostile audience Running effective meetings. Meeting exercise Group decision making. An exercise will be handed out in class. Debrief Leadership communication Guest Lecture on Effective Communication Impromptu boot camp (Extempore) Understanding Corporate Communication Cross Cultural Communication: Shanghai Real Estate Case Team Lead class Guest Lecture on Communicating in work teams Effective Media relations and crisis communication The Writing process: Organizing, Composing The Writing Process: Critical Thinking and Analysis Email Etiquettes Report Writing Part 1 Report Writing Part 2 Writing for Social Media Effective Resume'Writing

6.Session Plan 6.1-Session 1 Introduction to the course, using examples of effective and ineffective communication to highlight the criticality of Business Communication This session will discuss the various communication instances of major corporate houses, it will encourage the students to understand the importance and criticality of communication.

Learning Outcome Students will be able to differentiate between formal and informal communication to know their relevance at work place. The students will be able to brainstorm and arrive at the importance and criticality of Business Communication Essential Reading Up and Down Communication the communication ladder from HBSP Desired Reading: Contemporary Business Communication by Scot Ober, Biztantra, chapter one, pp 27-33 Active listening and responses MIT OpenCourseWare http://ocw.mit.edu

6.2 & 6.3 Session 2 & 3 Communication Styles, types and tools of Communication The session will focus on the various aspects of Verbal/Non Verbal Communication,Upward/Downward Communication,Managing Interpersonal Feedback Learning Outcome Students will know how to communicate, what to communicate. The importance of listening effectively in business situations. Understand the flow of communication in an organization Essential Reading

Desired Reading Cialdini, Robert. "Harnessing the Science of Persuasion." Harvard Business Review, October 1, 2001. No. R0109D.

6.4 Session 4. Communicating in Work teams: Applying art of persuasiveness The session will enable the student to apply the dynamics in a team, how to win consensus in a team, pitching ideas and managing conversations with team members Learning Outcome Students will understand how to be persuasive. Words that create a positive image are more likely to help in team projects than negative words. Essential Reading

Barriers and Gateways to communication HBSP Desired Reading Effective Teams, MIT OpenCourseWare http://ocw.mit.edu 6.5 Session 5 Persuasive presentations with Q and A This session will focus on how to convert the opposition into positive audience. Students will learn how to be an effective orator. The importance of drawing support from audience is highlighted Learning Objective Students will develop the attitude 'How to be an Effective Speaker. They will learn to design their message to suit their audience. Desired Reading: Persuasive Presentations with Q and A, MIT OpenCourseWare http://ocw.mit.edu Essential Reading: Guide to Persuasive Presentations by Nick Wreden et al, Harvard Business Review pp 2-4,Publication date: Apr 20, 2010 (http://whatsahead.com/wpcontent/uploads/2011/05/Guide_to_Persuasive_Presentation s.pdf)

6.6 Session 6 Handling hostility. "Fast Food Fiasco" hostile role play and Building Positive Attitude and You Attitude The session will bring forth the importance of words that create a positive image are more likely to help in work than negative words. Illustrations of negative to positive and exercises to hone it further will be taken up in this session. Learning Objective students will understand how to develop positive attitude, You Attitude and Diffuse hostile situations with effective communication Exercise - Role Play & Debrief Essential Reading Empowering language -HBSP Desired ReadingAre you Listening to me- HBSP 6.7 Session 7 Presentation to hostile audience In this session students will learn how to deal with difficult audience and manage conflict through effective communication. The aspect of handling and diffusing tough situations

through effective dialogue is explained Learning Outcome Students will learn to design their message to suit their audience and create a positive impression in the mind of the audience Essential Reading - Presentations 101 (http://whatsahead.com/wpcontent/uploads/2011/05/Guide_to_Persuasive_Presentation s.pdf) Desired Reading: The basic presentation checklist: by Nick Wreden et al, Harvard Business Review pp 2-4,Publication date: Apr 20, 2010 (http://whatsahead.com/wpcontent/uploads/2011/05/Guide_to_Persuasive_Presentation s.pdf)

6.8 Session 8 Running effective meetings. Meeting exercise The session will focus on planning,conducting and participating in business meeting using professional conduct. Learning Outcome: Students will understand the protocol of conducting and participating in meetings. The p's and q's of effective meetings and also the importance and impact of planning in the meetings Essential Reading: Guide to making every meeting matter: HBSP Desired Reading: Empowering Language: HBSP Guide to Meetings: MIT OpenCourseWare http://ocw.mit.edu 6.9Session 9 -Group decision making. The session will cover basic aspects of group decision making and dynamics of the group. It will highlight the process and outcomes involved in group decision making Learning Outcome: The sessions will prepare the students for collaborative decision making. According to the idea of Synergy.The students will realize that the decision made collectively tend to be more effective than decisions made by a single individual. Essential Reading: Barriers to Communication- HBSP Desired Reading: Interpersonal Communication Styles MIT OpenCourseWare http://ocw.mit.edu

Essential Podcast: http://itunes.apple.com/in/podcast/business-english-pod-learn/id206603090 6.10 Session 10 Leadership Communication The session will also focus on identifying communication styles of different leaders. Videos of Barack Obama, Shashi Tharoor will be shown to help students identify means of influencing the audience Learning Outcome Students will understand the communication styles of the Effective leaders. They will be able to reflect upon some styles that they want to emulate for developing their communication abilities Exercise: Observing different Leaders and analyzing their communication styles Essential Reading Obama's Presidential Speech Steve Job' Stanford Address

6.11: Guest Lecture: Effective Communication The session focuses on the aspect of exposing the students to the communication practices in the industry and highlight the importance of communication Learning Outcome: The students will be able to discuss and know about the contemporary Business Communication requirements. The guest lecture will help them understand the importance and use of communication on the job

6.12 Session 12 Impromptu boot camp Extempore The session will enable the students in overcoming the anxiety and fear of Public Speaking, develop the power of free speech and confidence to address a large audience in given time period with or without preparation Learning Outcome: The session will help students to develop the ease of communication with difficult topics and difficult situations. Essential Podcast: http://itunes.apple.com/in/podcast/business-english-podlearn/id206603090 The podcast will provide clear understanding on communication practices and techniques to effective communication Desired Reading:

Connect with your audience: by Nick Wreden et al, Harvard Business Review pp 24,Publication date: Apr 20, 2010 (http://whatsahead.com/wpcontent/uploads/2011/05/Guide_to_Persuasive_Presentation s.pdf)

6.13 Session 13 Understanding Corporate Communication The session will facilitate the students on communication topics chosen by teams of students and will be organized by members of the teams. The class will be divided up into teams. Each team will be responsible for one class session. Learning Outcome: The session will lead to enhancement of the students overall understanding of communication with focus on Corporate communication. It will enable the student to know about communication messages that corporates give out to build brands Essential Reading: Contemporary Business Communication, Chapter 1, pp 2-5, Scot Ober, Fifth edition 6.14 Session 14 Inter cultural communication. Case discussion: "Shanghai Real Estate the sessions focuses on building an understanding of the cultural differences and how communication needs to be tuned to accommodate these differences Learning outcome: The session will help the student to work effectively in a multi cultural environment and apply basic understanding of communication to the job Case Objective: The Case study discusses the problems caused due to ineffective communication and how the change in the communication helps to achieve the objective of the organisation Essential Reading: Hartman, Neal. "Cross-Cultural Variables." Cambridge, MA: MIT Sloan School. (PDF) Shanghai Real Estate Case Study: HBSP Desired Reading: Cross Cultural Negotiations- What gets lost in Translation- HBSP Essential Podcast: http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=384931873 The podcast helps in analysing situations where communication is important and how to deal with these situations

6.15 Session 15 Team-lead class This session will allow the students to choose a topic of their own choice,will distribute readings amongst themselves,and plan classroom activities. The students will have to take their own initiative and build the session Learning Outcome: The session will create a feeling of independence and help the students lead the class effectively and take ownership for their teams performance Essential Reading: How to make your case in 30 seconds or less: by Nick Wreden et al, Harvard Business Review pp 2-4,Publication date: Apr 20, 2010 (http://whatsahead.com/wpcontent/uploads/2011/05/Guide_to_Persuasive_Presentation s.pdf) 6.16: Session 16 Guest Lecture: Communicating in Work Teams Learning Objective: It will enhance the understanding of the students towards the dynamics and conversations that take place in a team Session -17 Effective media relations This session will tell the students the importance of the shows where listeners can discuss the issues and learn about ways to get involved in their own community. Learning Outcome: The session will inform the students about use of communication in establishing media relations and the importance of the understanding these basic aspects Essential reading Offering reader benefits: Module 8, pp 115-119, Business Communication, Kitty O Locker, 3rd edition 6.18 Session 18 Email Etiquettes and Memo Writing This session will focus on understanding the difference between memos and letters and given details on how to make their memo most effective. The format of a memo, emails and designing of contents will be discussed. Effective emails practices will be discussed in this session along with. This session will also discuss a professional code of behavior for electronic communication. Learning outcome- Students will learn effective email practices and be able to apply

these practices in their work places Essential Reading Contemporary Business Communication Scot Ober, pp 102-110, chapter 5 How to write a report or a memo HBSP Everyday Writing Memos, Reports and Emails-HBSP Desired Readings: E-mail Messages and Web writing module 13, pp 222-227, Business Communication, Kitty O Locker, 3rd edition

6.19 Session 19 The Writing Process- Organizing, Composing This session will take up the writing process and specifying the purpose of a message while analyzing audience. Determining what information to include and in what order to present. Learning Outcome The students will learn making the first draft of a message and providing validation and evidence to support the message Essential Reading: The Process of Writing: Chapter 6, pp 184-189, Contemporary Business Communication, Scot Ober Desired reading Proposals and Visuals module 13, pp 352-356, Business Communication, Kitty O Locker, 3rd edition 6.20 Session 20 The Writing Process- Critical Thinking and Analysis A direct or an indirect organizational plan can be used to write persuasive messages or to promote an idea. This session will teach students how to write persuasive messages as the other person may initially resist the writer's efforts. Learning Outcome - Students will learn how to write persuasive messages to promote an idea Essential Reading Developing your writing skills; pp 122-126, chapter 4, Contemporary Business Communication; Scot Ober 6.21 & 6.22 Session 21 & 22 - Report Writing Part 1 & 2 This session will take up determining an appropriate report structure based on the needs of the reader and the nature of the report problem. It will also explain how to develop an effective report outline and provide an appropriate documentation. The

session will cover the basics of referencing and Plagiarism for report writing. Learning Objective Students will learn how to write a report and present the ideas effectively Essential Reading: Report Writing, pp 335-345, Chapter 10, Contemporary Business Communication, Scot Ober Essential Podcast: http://itunes.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=431518887 The podcast will help the students identify and comprehend the some contemporary practices in the industry 6.23 Session 23 Writing for Social Media This session will take up writing for the web particularly focusing on Writing for Twitter, Face book and linked-in and other forums Learning Outcome- Students will learn how to write for the web Essential Reading: Writing for the Web: module 13, pp 227-231, Business Communication, Kitty O Locker 6.24 Session: Effective Resume' Writing The session entails the basic formats of effective resume' writing. The importance and presentation of a good resume' Learning Outcome: Students will be shown good Resume' and they will discuss the impressions created by different profiles. The session will help the student construct an impressive resume' Essential Reading: Employment Communication; Chapter 15, pp 520-527, Business Communication, Scot Ober Desired Reading: Resume's; Module 27, pp 457-462, Business Communication, Kitty O Locker

7 Curriculum Map: Business Communication Programmed Learning Outcomes Module L1 BC * L2 L3 L4 L5 * L6 * L7 * L8 L9

L1- An understanding of organizations, their external context and their management L2- An awareness of current issues in business and management which is informed by research and practice in the field. L3- An understanding of appropriate techniques sufficient to allow investigation into relevant business and management issues. L4- The ability to acquire and analyze data and information. L5- The ability to apply relevant knowledge to practical situations. L6- The ability to work and lead effectively in a team based environment. L7- An improvement in both oral and written communication. L8- Be cognizant of the impact of their individual and corporate actions on society and recognize ethical business practices. L9- Be sensitive to the social, economic and environmental responsibilities of business. Teaching Map: Business Communication Teaching Map Module BC T1 * T2 T3 * T4 * T5 * T6

T1- Lectures T2- Seminars/Tutorials T3- Live projects/presentations T4- Case study T5- Guest Lectures T6- Industrial Visits Assessment Map: Business Communication Methods of Assessment

Module BC

T1 *

T2 *



T5 *

T1- Individual assignment/case study T2- Group assignment/ project/business plan T3- Open book examinations/ case study T4- Closed book examinations T5- Group Presentations ASSESSMENT PLAN Assessment method Assessment during the course 1 2 Marks 20 Marks

Prepare a five minute persuasive Group Presentation with visual 5 aids,with two additional minutes of Q&A Presentation to the Hostile Audience-Prepare a Group 5 presentation on a topic of your own choice and addressed to a hostile audience. Ex:You are a CEO for a firm that has been suffering losses over the past two years,Board of Directors have decided that the firm must close one of its plants and lay off 1000 people. Analysis of Leadership Characteristics and Behaviors: This 5 assignment asks you to consider your leadership experiences in various settings(work,School and Teams) Prepare a 3-5 page analysis of your leadership characteristics and behaviors Write an article for a blog and plan your target audience and strategy, justify your topic and the objective of the blog 5

Teamwork Rubric CRITER IA 0 Fail 1 Unsatisfactory Contributed little to the group effort during the project. 2 Average Finished individual task but did not assist 3 Good Assisted group/pa rtner in the 4 Very Good All team members contribute d equally 5 Excellent

Teamwo No rk contribu tion towards

Quality of work po affected by every individual contribu towards a commo

the project. Perform ance for duties assigne d

group/partn er during the project. Did not Performed a few Performed perform duties of assigned some any team role and duties of duties of contributed a given team assigne small amount of role and d team knowledge, shared role and opinions, and sufficient did not skills to share with knowledge. contribu the team. Followed te Completed some some of knowled of the assigned the ge, work. deadlines opinions for team or skills work to share with the team. Relied on others to do the work. 1 Unsatisfact ory Entire sections of the executive summary are missing or the polling report is missing and the executive summary lacks detail 2 Average The executive summary lacks clarity and has incomplete sections (such as the problem section or the opinion poll). It 3 Good

finished project. Perform ed nearly all duties of assigned team role and contribut ed knowledg e, opinions, and skills to share with the team.

to the finished project. Performed Performed all dut all duties excellent outcome of helped others to g assigned team role and contribute d knowledge , opinions, and skills to share with the team. Always did the assigned work.

Executive Summary CRITE 0 RIA Fail Relfect zero understa nding of writing a case study

4 Very Good Your Your executive executive summary summary either contains has the proper sections sections which and a line are too or bar brief or graph and contains outlines paragrap the hs that problem have not and the been solution,

5 Excellent Excellent Your executive summary contains a very detailed Problem Section, History/Ba ckground Section, Effects of the

and not well contains explained. very little detail and does not clearly explain what the problem and the solutions are.

welldevelope d. There is a line or bar graph and a public opinion section. The executive summary is lacking in detail.

but does not contain enough detail.

Problem, Public Opinion (and a full-page bar or line graph), Recomme ndation, and Conclusio n. The essay should be extensive and should clearly identify the problem and the solution.

Poor Entire sections of the executive summary are missing or the polling report is missing and the executive summary lacks detail and not well explained. Persuasion Rubric CRITE 0 RIA Fail Persu asion Attempts to take a position (addresse s topic), but position is very unclear OR takes a position, but provides minimal or 1 Unsatisfact ory Takes a position, but essay is underdevel oped. 2 Average 4 Very Good Takes a Takes a Takes a position clear clear and position position provides and and uneven supports supports it support; it with with may lack some relevant developme relevant reasons nt in parts reasons and/or or be and/or examples repetitive examples through OR essay ; there is much of is no more some the essay. than a well- develop 3 Good 5 Excellent Takes a clear position and supports it consistent ly with wellchosen reasons and/or examples; may use persuasiv

no support; may only paraphras e the prompt. Use of Demonstr langua ates very ge little experimen tation with language conveying a persuasiv e tone, and vocabular y and expressio ns are not suitable for chosen topic Marks

written beginning

ment of the essay.

e strategy to convey an argument. Experimen tation with persuasive language is very suitable to topic chosen throughout the piece of writing Experime ntation with persuasiv e language is very suitable to topic chosen throughou t the piece of writing and demonstr ates subtlety.

Demonstrat es some experiment ation with language conveying a persuasive tone, but selects some word incorrectly

Demonstra tes some experiment ation with language conveying a persuasive tone, which is suitable for topic chosen

Adapting to audience, direct/indirect approach and positive emphasis Rubric CRITE 0 RIA Fail Memo writin g 1 Unsatisfact ory No Off-topic; formatting formatting , no guidelines alignment, for layout poor (headings), readability spacing, and alignment are not followed, making the memo unattractiv 2 Average 4 Very Good Required Somereq Almost all component uired required s are compone componen mostly nts are ts are absent; included; included; formatting formattin formatting is g guidelines repeatedly guideline for layout inconsiste s for (headings) ntin layout layout , spacing, (headings), (heading alignment, spacing, s), indentation and spacing, s, etc. 3 Good 5 Excellent Includes all required componen ts of the task and follows formatting guidelines for layout (headings ), spacing, alignment,

e or hard to read.

alignment, reducing readability and attractiven ess.

Positi ve emph asis

No examples of positive emphasis

Minimal examples of positive emphasis

Examples of positive emphasis stated

Writin g for an audie nce

No understan ding of target audience

Basic understandi ng of target audience

Target audience stated

and alignmen t are sometim es followed. 3-4 problem s in format and layout,b ut the memo is easy to read. Reasona ble understa nding of positive emphasis . Target audience explained with a few examples

almost always followed.12 problems in format and layout, readability &attractive ness are not affected.

indentatio ns, etc. Format and layout make the memo exception ally attractive .

Mention of positive emphasis statements

Examples of positive emphasis explained with examples Target audience clearly understoo d and exemplifie d clearly Marks -

Target audience clearly understoo d

Rubric for Assessment 1,2,3,&4 CRITERI A 1 Unsatisfac tory Knowledg Fails to Shows a e demons bare &underst trate understandi anding of underst ng of basic concepts anding concepts of 0 Fail 2 Average Shows grasp of basic issues/the ory. 3 Good Reasona ble grasp of concepts 4 Very Good Well informed. Demonstr ates sound understan 5 Excellent Demonstra tes well coordinated, grounded and reasoned

Analysis &identific ation of issues asked in questions

concept s Little or no analysis . Fails to identify key issues. Purpos e &meani ng unclear. Langua ge, gramm ar &spellin g poor.

Overly descriptive identifies obvious issues. Misses more subtle issues. Language mainly fluent, but frequent errors of grammar or spelling.

Written communi cation

understand ing. Some Clear Accurate Provides evidence understan &detailed concise of ding of coverage analysis of understan questions of all relevant ding. obvious issues/the Coverage issues/the ory. of ory. More obvious subtle issues/the issues. ory only. Language Reasona Thoughts Articulate mainly ble &ideas &persuasiv fluent. expressio clearly e use of Grammar/ n of expresse language. spelling thoughts d. Consistentl mainly &ideas . Grammar/ y accurate accurate. Grammar/ spelling user of spelling accurate grammar/s accurate and pelling and language language fluent. fluent. 2 Average Some memo elements may be missing. Some evidence of understand ing target audience. Coverage of obvious issues/theo ry only. 3 Good Most memo elements used. Reasona ble understa nding of target audience 4 Very Good Memo is complete with all required elements. Accurate &detailed coverage of obvious issues/the ory. More subtle issues/the ory recognised 5 Excellent Memo complete with exception al impact Provides concise analysis of all relevant issues/the ory of target audience.


Marks CRITE 0 RIA Fail Memo Improper writing format of memo used. Adapt to suit audien ce Little or no analysis. Fails to identify key issues/the ory of target audience

1 Unsatisfact ory Most memo elements out of place or missing. Overly descriptive identifies obvious issues. Misses more subtle issues/theor y of target audience.

&reasonab ly dealt with.