SIKKIM MANIPAL UNIVERSITY-DE

1

Student Name: Course: MBA
Registration Number: LC Code:
Subject Name: Business Communication
Subject Code: MB0039

Question: 1
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

Answer:
Communication in simple terms is a transfer of information between people, resulting in common
understanding between them.
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.
From all these definitions, it is clear that communication has the following characteristics:
It is unavoidable
It is a two-way exchange of information
It is a process
It involves a sender and a receiver of 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

Barriers to Communication
Communication fails when the message received is not identical to the message that is sent.
Several factors could interfere with the exchange of messages.
Noise refers to all these factors that disrupt the communication and can be classified under the
following types:
Physical noise
Physiological noise
Psychological noise
There are many other barriers to communication, an understanding and analysis of which are
needed before coming up with ways to eliminate them. Following figure shows the barriers to
communication.

Environmental barriers 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 and understand the message.
SIKKIM MANIPAL UNIVERSITY-DE
2

Individual barriers A major barrier to interpersonal communication is a tendency to judge, evaluates,
approve, or disapprove the views of another person. This happens particularly in situations where we
have strong feelings about something.
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. So the message may not reach the receiver in the same way
as it was intended by the sender.
Channel barriers Wrong choice of channel for medium of advertising or conveying a message orally
is one of the main barriers to communication
Linguistic and cultural barriers When the sender of the message uses a language that the receiver
does not understand, the communication will not succeed.
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 cultures. Failure to
take this into consideration could lead to serious blunders.
Non-verbal barriers This refers to the non-verbal communication that goes with a particular
message. Non-verbal communication includes tone of voice, body language such as gestures and
facial expressions, etc.

SIKKIM MANIPAL UNIVERSITY-DE
3

Question: 2
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.

Answer:
Non-verbal communication is generally unintentional, unlike verbal communication. All of us tend to
communicate silently and unknowingly send signals and messages by what we do, apart from what we
say. Gestures, facial expressions, posture and the way we dress, are all part of non-verbal communication.

Classification of Non-verbal Communication
Non-verbal communication plays an important role in business communication. Non-verbal
communication can employ audio and video signals to communicate messages. There is a common
misconception that non-verbal communication is synonymous with body language and includes only body
language. The table lists the different types of non-verbal communication, with the corresponding
communication terminology.

Description Communication
Terminology
Body language Kinesics
Touching Haptics
Personal space and distance Proxemics
Use of time Chronemics
Tone of voice Paralanguage
Physical environment Physical context

Kinesics
Kinesics is the most often studied and important area of non-verbal communication and refers to
body movements of any kind. Different body movements can express inner states of emotion. The different
body movements are:
Facial
Eye movements
Gestures
Head movements
Posture
Physical

Haptics
Haptics refers to communication through touch. We can use touch to communicate affection,
assurance, familiarity, comfort, sympathy and other emotions. Touching is used for the following purposes:
Working
Greeting
Establishing friendships
Guiding
Managing interactions

Proxemics
Proxemics is derived from the word proximity or closeness and is the communication term for
personal space and distance. The space and distance which we choose to keep from people is also part of
non-verbal communication. The different types of spaces are as follows:

Intimate space
Personal space
Social and public space
In a business context, it is more relevant to understand the concept of the following spaces:
Fixed space
Semi-fixed space


SIKKIM MANIPAL UNIVERSITY-DE
4

Chronemics
Chronemics refers to the study of usage of time. This includes our attitudes towards punctuality and
willingness to wait. It also deals with the manner in which we structure our time and interactions.

Paralanguage
Para means like or similar to, therefore paralanguage means like language. Of all the forms of
non-verbal communication, paralanguage is closest to verbal communication. It refers to the tone of voice
with which something is said.

Physical context
Physical context refers to the physical environment or surroundings within which we communicate.
This includes the following aspects:
Colour and layout
Design
Space management
Location
Distance

SIKKIM MANIPAL UNIVERSITY-DE
5

Question: 3
Written messages must be as readable as possible. Discuss the two broad principles of writing. Explain the
three stages of writing methodology in detail.

Answer:
Written messages must be made as readable as possible. 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 words, sentences and paragraphs. A common mistake made by writers,
especially Indian writers, is to try to impress the reader by using flowery language and an oratory style of
writing. Two broad principles of writing are "Write to express, not to impress and Keep it short and
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? What words will express it?

Writing methodology comprises of three stages:
Prewriting
Writing
Reviewing


Prewriting
Prewriting 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. It
enables to explore a topic from different perspectives. It also helps you to discover new and original ideas
for writing the topic. In the pre-writing stage, you analyse your audience to determine your audience
requirements, anticipate the audience knowledge and design the strategy that can be adopted to
communicate. For example, what language you have to use to convey the message to the audience,
whether it will be formal or conversational?

Writing
After knowing the audience and developing strategies you can research the topic and gather
essential data. Once you gather the required data, 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. While drafting, you write the information
that you have researched in your own words. You build sentences and paragraphs even though they are
not 100 percent 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.

Reviewing
In this stage, you revise, proofread and evaluate the message. You check whether the sentences
are complete and if your content is correct. You check for spelling, capitalization, punctuation, grammar
and parallelism. You will check for clarity of the content written and ensure that no errors are present in the
content.

SIKKIM MANIPAL UNIVERSITY-DE
6

Question: 4
There are various techniques of reading out of which SQ3R is most popular. How will you apply it
while reading and research?

Answer:
SQ3R technique of reading was developed by Robinson in his book "Effective Study" (1970). SQ3R
stands for Survey Question Read Recall Review.

1. Survey Survey refers to a quick glance through the title page, preface and chapter headings of a text.
By surveying, you will be able to gauge the main ideas of the text. Besides, the authors name, date, place
of publication and title page can give you an idea of the general subject area. The table of contents,
preface or foreword in a book would give you an idea of the themes and how they are organized. A survey
of the index or bibliography tells you immediately whether the book contains what you need.

2. Question The second step in the SQ3R technique of reading is question. A survey of the text will
surely raise a few questions in your mind regarding the text. Some of the questions could be:
Is the book useful or relevant to my study?
Does it provide some guidelines/information on the subject at hand?

However, as you go through the individual chapters, you might have specific questions regarding
the topic. This will surely help you to gain some insights into the text, topic and the author's comments.

3. Reading After surveying and questioning, you begin the actual reading. You 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. While reading for the first time, you must just focus on the main
points or ideas and supporting details.

4. Recall Recalling or reciting follows reading level. In this level, the reader recalls or recites the content
after reading some portion of text. This is done by checking and amending notes. This is done because
every reading exercise increases your background knowledge and you must be able to connect the
information gained with the existing knowledge. It is a good practice to put across the points in your own
words when you recall.

5. Review Reviewing is the process of checking whether we have followed the earlier stages promptly
and efficiently. 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? These are questions that must be asked in the final stage of
reading. Review will sharpen your critical ability, enable you to form your own opinions on the topic and
express them to others.


SIKKIM MANIPAL UNIVERSITY-DE
7

Question: 5
Advertisements are used by the organizations to communicate with prospective customers. What
is the meaning and objectives of corporate advertising? Discuss with examples.

Answer:
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. Advertising may therefore be categorized into two broad types.
1. Corporate
2. Product
Corporate
Corporate advertising can be defined as advertising that sells the organization to its various public.
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 organization in the
society. While the overall objective of corporate advertising is to project a positive image of the organization
as a whole, some of the specific objectives are as follows:

To create positive attitude towards the organization Sometimes, consumers may have negative
perceptions towards an organization, based on the belief that the organization is not a responsible
corporate citizen. For example: There was a negative perception among consumers that Nike was
using child labour in some of its factories, to manufacture sports shows.
To project the personality, culture and values of an organization 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.
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, code released advertisements
featuring Hindi film actor check the drink and declares that its free of pesticides. It helped to an extent
to restore their damaged reputation.
To make an organization better understood Sometimes organizations go in for this form of
corporate advertising, in order to make them more visible and to make consumers aware that they have
a presence in several areas. For example, the ITC group advertises to highlight their presence in areas
as diverse as cigarettes, hotels and ready-to-eat foods.
To project the organization as socially responsible This refers to corporate advertising for a social
cause, highlighting the companys role in social development. 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.


SIKKIM MANIPAL UNIVERSITY-DE
8

Question: 6
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?

Answer:
A resume is a document that summarizes 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.
There are two types of resume.
1. Chronological resume
2. Functional resume

Components of resumes
Irrespective of the type of resume, all resumes must have the same basic information or standard
components. Components of a resume are:

Basic data This includes the name, address, and telephone number and email id. The information
provided must allow a prospective employer to reach you easily.
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.
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.
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.
Skills/Other knowledge Here capabilities such as languages known, computer skills and special
writing skills may be listed.
Organizations 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.