SESSION JUL/AUG 2021

PROGRAM BACHELOR OF BUSINESS ADMINISTRATION

SEMESTER I(BBA)
COURSE CODE & NAME DMBA102 – BUSINESS COMMUNICATION
CREDITS 4
NUMBER OF ASSIGNMENTS 02
& 30 Marks each

Set – I

Q1. What is communication barrier? Describe various kinds of communication barriers

and methods to overcome barriers in organizations. 2+8
Ans 1.

Communication barrier: Communication fails when the message received is not identical to
the message that is sent. Several factors could interfere with the exchange of messages.
Figure depicts the barriers to communication.

Barriers to Communication

As shown in figure the barriers to communication may be classified as follows:

 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

 Individual barriers – A major barrier to interpersonal communication is a tendency to

judge, evaluate, approve, or disapprove the views of another person. This happens
particularly in situations where we have strong feelings about something. In such cases,
we tend to block out the communication and form our own viewpoints.

 Organisational barriers – In organisations 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. In other
words, there is likely to be loss of meaning and the message may not reach the receiver in
the same way as it was intended by the sender.

 Linguistic barriers: Linguistic barriers may also occur in cross-cultural advertising and
distort communication, when translating campaigns or slogans literally from one language
to another. For example, Pepsi’s slogan “Come Alive with Pepsi”, when translated into
Chinese, read “Pepsi brings your ancestors back from the grave!”. Many accidents have
happened in air because the pilot, who is of foreign origin, has not followed properly the
directions given by the Air Traffic Controller who speaks Indianised English.

 Semantic barriers – The word ‘semantics’ refers to the meaning of words and the way in
which they are used.

 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.

Overcoming the barriers to communication

Certain steps can be taken, both at the organisational level, as well as at the individual level,
to effectively deal with the barriers to communication, in order to try to minimise them, if not
eliminate them entirely.

Organisational action: Employees of an organisation accomplish workplace

communication through several communication channels. One of the commonly cited
problems in organisations is the poor workplace communication. Hence organisations need to
take few steps to ensure effective communication. Some of the steps which an organisation
can take to overcome the barriers to effective communication are as follows:
 Encourage feedback – Organisations should try to improve the communication system
by getting feedback for the messages already sent. Feedback can tell the managers
whether the message has reached the receiver in the intended way or not.
 Create a climate of openness – A climate of trust and openness can go a long way in
removing organisational barriers to communication. All subordinates or junior employees
should be allowed to air their opinions and differences without fear of being penalised.

Individual action: An individual can take certain actions to overcome the communication
barriers. These actions will help to improve interpersonal relationships with others both in
one’s personal and business life. Some of the actions that an individual can take are:
 Active listening – This means listening to the meaning of the speaker’s words, rather than
listening without hearing, or ‘passive listening’. Passive listening is a barrier to
communication, whereas real communication takes place when we listen actively, with
understanding. Listening is a skill which can be developed through proper training.
 Careful wording of messages – Messages should be worded clearly and without
ambiguity, to make sure that the message that is received is the same as the message that
is sent.
 Selection of appropriate channels – Individuals should be competent enough to choose
the right communication channel, depending on the situation.
Q2.“Premature evaluations and hurried conclusions distort listening.” Discuss in Detail.
10
Ans:
Premature Evaluation and Hurried Conclusions
Listening patiently until the speaker completes his or her argument is necessary for correct
interpretation of an oral message. The listener can distort the intended meaning by prejudging
the intentions of the speaker, inferring the final meaning of the message, or giving a different
twist to the argument according to his or her own assumptions or by just picking out a few
select shreds of information. These mental processes may act as a block to listening, affecting
accurate exchange of information.

Abstracting

Abstracting is the mental process of evaluating thoughts in terms of the relative importance
of ideas in the context of the total message. This is possible only by listening to the whole
message. Abstracting acts as a barrier when a listener approaches a message from a particular
point of view and focuses his or her attention on selected aspects of the conversation. This
acts as a barrier to a full understanding of whatever is exchanged between two persons.

Slant
Slant is the biased presentation of a matter by the speaker. Instead of straight and honest
communication, the speaker may adopt an oblique manner that could verge on telling a lie.
When a matter is expressed with a particular slant, important aspects of the message are
suppressed, left out, or only indirectly hinted at. Well-informed listeners usually do suspect
the cover-up/slant. But uninformed listeners may accept the slanted message.

Cognitive Dissonance

At times listeners fail to accept or respond to assumptions deriving from new information as
they may be unprepared to change the basis of their beliefs and knowledge. In such a
discrepancy between a listener’s existing assumptions and the position communicated by the
speaker, some listeners try to escape from the dissonance by reinterpreting, restructuring, or
mentally ignoring the oral interchange. Cognitive dissonance interferes with the acceptance of
new information. It may also lead to several interpretations of a new message or view. In the
absence of cognitive dissonance, a listener has the skill, ability, and flexibility of rational
thinking, promoting effective oral communication. For business executives, the skill to move
from one mental frame to another is essential for efficient oral exchange of ideas, beliefs, and
feelings.

Language Barrier

The language of communication should be shared by the speaker and the listener. In business,
English is widely used in most parts of the world. The ability to converse in English is
essential for executives in a multi-lingual country like India. English is now the global
medium for conducting business, and the lack of knowledge and practice of spoken English
acts as a barrier to verbal communication. The listener should also be familiar with the accent
of the language in use, as a new accent can often be difficult to follow for those unfamiliar
with it. For instance, in India, even those who speak English fluently need special training to
work in call centres so that they can understand what overseas callers say over the phone.
Workers involved in outsourced businesses tend to overcome their initial language barrier.
The effects of most of these barriers that interfere with the proper response to oral messages
can be reduced or even removed through effective listening. In order to develop good
listening skills, we must first identify and understand the characteristics of effective listening.
Besides the barriers in listening discussed in this section, there may be other factors that
affect listening. For instance, many studies show that men listen mostly with the left side of
the brain while women tend to use both sides. Further, studies also suggest that left-handed
people may use a part of the brain to process language that differs from their right-handed
counterparts. Such differences in brain dominance and lateralization could affect listening,
either positively or negatively

Q3.What do you understand by communication flow? Discuss the formal and informal
lines of organizational communication with suitable examples. 2+8
Ans:
Communication flow: A communication network refers to how information flows within the
organisation. Information within an organisation generally flows through a system, rather
than being a free flow. In the words of Adler, ‘Communication networks are regular patterns
of person-to-person relationships through which information flows in an organisation.’ This
means that the flow of information is managed, regulated and structured. Communication
networks may be formal or informal. Each of these in some detail are given below:

Formal communication network: A formal communication network is one which is created

by management and described with the help of an organisational chart. An organisational
chart specifies the hierarchy and the reporting system in the organisation. Therefore, in a
formal network, information is passed on only through official channels such as memos,
bulletins and intranet (email within the organisation).

Figure depicts a sample organisation chart.

In the organisation chart of figure , the Chief Executive reports to the Board of Directors, the
Managing Director reports to the Chief Executive. The Finance Manager, Travel Manager
and the Marketing Manager report to the Managing Director. The supervisors of each
department report to their respective managers and the employees of the department report to
their supervisors. The organisational chart implies that information can flow in any of two
directions – vertically (upward or downward) and horizontally.

Informal communication network: Another name for informal networks is the ‘grapevine’.
In this type of network, information does not flow in a particular direction, as we have seen
with formal networks. The information is also not passed on through official channels such as
memos, notices or bulletin boards. The information need not be circulated within the
organisation, but could be passed on outside the work environment, wherever co-workers or
colleagues meet socially. Thus, informal networks are based more on friendship, shared
personal or career interests.

For example, co-workers may meet outside the work environment at a company picnic, party
or a car pool and discuss areas of common interest that may or may not be work related.
Information may then be passed on to each other about happenings in the company, such as
layoffs, the company’s plans for acquisitions etc. Such communication is free from any
formalities.

This type of informal network is not just for idle rumours and may be useful in many ways.
First of all, it sometimes fills in the ‘transparency gaps’ left by formal networks. Such gaps
usually occur during times of crisis such as strikes or layoffs. The strikes and layoffs may not
be officially announced. Secondly, it may help to confirm important information, such as the
fact that the company is going in for a major acquisition. Thirdly, the grapevine can be used
for a constructive purpose by the organisation.

The advantages of the grapevine communication are:

 Information spreads through the grapevine rapidly as it bypasses the formal

communication channels.
 The management can use the grapevine to quickly communicate information informally.
 Managers and employees can use the grapevine to verify the accuracy of the information
that they receive.
 It is inexpensive.
 It gives employees a channel to express their anxieties and opinions without any fear.

Managers must ensure that they do not use the grapevine to threaten employees. To conclude,
it should be remembered that both formal and informal networks should be cultivated and
allowed to co-exist, so that information of all types flow freely to all levels in the
organisation.

Set – II

Q4. What is the basic outline of a persuasive letter? Justify the structure of ideas in
persuasive letter. 4+6
Ans:
Persuasive letters: The most common type of persuasive letter is a sales letter addressed to
customers, persuading them to buy your company’s product. A sales letter is similar to an
advertisement and uses the same “AIDA” (Attention, Interest, Desire and Action) format.
This means taking the consumers through different mental stages in a particular sequence –
first getting their attention, creating interest by highlighting unique features of the product,
inducing desire by convincing them that the product is better than others and then motivating
them to try the product. Sales letters are used to sell industrial products such as machinery,
consumer durable products and other high- value items.

Below shows a sample sales letter written in the persuasive format.

A Sample Sales Letter for a Home Security System

October 27th, 2011

Dear Home Owner,

The saying goes that an Englishman’s home is his castle. Do you see your home as an
investment in real estate or as your castle? Is it a means of getting tax exemptions, or a place
where you can unwind and relax after a stressful week at work?
Homes should be viewed as places where we feel safe and free from outside intrusions.
Unfortunately, this is not the case, since recent statistics show that 10% of households in
Bangalore city were robbed last year. How can you protect yourself?
Home Security Products offers a simple and dependable solution – the SafeHome Burglar
Alarm System, which can protect up to 2500 square feet of your home. Just plug it in, adjust
the sensitivity to the size of the room and turn the key. SafeHome’s microprocessor screens
out normal sounds like dogs
barking, babies crying rain and traffic. Only hostile sounds such as the breaking of glass will
trigger the alarm. The alarm is also loud enough to alert the neighbourhood and to drive away
the smartest burglars.

You may wonder what might happen if a clever burglar disconnects the electricity to your
home. You need not worry, since SafeHome has built-in batteries that recharge automatically
and ensure that it operates in spite of power failures. The best thing about SafeHome is the
ease of installation. You simply have to mount it on a wall and plug it in.

Security now comes at a price that you can afford – just Rs. 999, along with a one year
warranty and a 10 day return policy, to ensure complete satisfaction.

With SafeHome, burglaries will soon be a thing of the past. Ordering it is easy – just call our
toll-free number 1-800-222-3333 and use your credit card. SafeHome will be home delivered
to you within a couple of days. Soon, your home will be a haven of peace.

Sincerely,

National Sales Manager

Home Security Products

Note that in the letter shown, a dramatic question is asked to grab the attention of the reader,
followed by startling figures – the fact that a high percentage of homes have been robbed.
Interest is then created by mentioning the product’s Unique Selling Proposition (USP), or the
features and benefits that are unique to the product. The product is highlighted as simple,
dependable and easy to install. Desire is induced by overcoming any doubts or objections that
the reader may have, such as the product functioning during a power failure. Finally, the
reader is motivated to take action, by making it easy for him/her to order the product, by
calling toll-free and using a credit card. The product benefit is reinforced at the end of the
letter.

Q5. Describe various types of reports? Elucidate the elements of a formal business
report. 5+5
Ans:
Types of Business Reports: Reports can be classified based on several criteria, including
there use (progress and financial reports), purpose (informational, analytical and persuasive
reports), frequency of preparation (annual, monthly, weekly and hourly reports), length (short
and long reports) and whether they are internal to the business or are used outside the
business.

The most common types of business reports may be divided into the following categories:
 Periodic reports – These are reports that are prepared on a regular basis, for both internal
and external audiences. Their purpose is solely to inform.
 Proposals – Unlike periodic reports, the purpose of a proposal is to persuade. Proposals
may be prepared for both internal and external audiences. Examples of proposals include
research proposals and marketing strategy proposals to top management, proposals to the
government to grant funds for building a research facility and proposals to consumers to
buy a company’s products.
 Policies and procedures – The purpose of these reports is solely to inform. They are also
prepared only for internal audiences. Examples include reports on company policies and
procedures, written by top management and sent to all employees. This is part of
downward communication.
 Situational reports – These are one-time, exceptional reports that are prepared when a
unique event occurs. For example, if sales of the company have shown a significant
 decline, a study may be carried out to determine the reasons for declining sales and a
report prepared on the findings.

Elements of a formal business report:

Reports running to several hundreds of pages like research reports require a greater number of
assisting items. They will also be much more formal in terms of the language used and
methods of presentation, compared to a memo, which is informal. Figure shows a business
report’s assisting items and the respective sub-items.

1. Preliminary parts – It comprises the letter of transmittal, title page, content page and
executive summary.
 Letter of transmittal – This is a letter attached to the report when it is sent to readers.
It serves as a greeting and as an introduction to the report.
 Title page – As the title page creates the first impression on the reader, it must be
visually appealing. The title must be clear and descriptive.
 Table of Contents (TOC) page – The purpose of having a TOC or contents page is to
help the reader locate information, when a report is several pages long.
 Executive summary or synopsis – This is included in long reports to let the reader
know what the report is all about, without having to read the entire report.

2. Body of the report – This is the main text and is the heart of the report. It must include
sections such as:
 Introduction – This includes the background and purpose of the study.
 Problem statement – A clear definition of the problem or fundamental issue
that needs to be resolved is needed.
  Research methodology – A detailed explanation of the type of research that needs to
be carried out, methods used for data collection, sample size, procedure and
questionnaire design must be included in this section.
 Analysis, findings and conclusions – The data collected must be analysed, later the
findings must be presented and interpreted in a meaningful manner.
 Recommendations – A report whose purpose is to persuade must include suggested
courses of action or solutions to the defined problem, based on the findings.

3. Addenda or annexes – A report may also include a variety of items after the body of the
report. Some of the main items in this section include:
 Bibliography or references – This is listing of all sources of information – books,
journals, research papers and websites that were referred to for preparing the report.
 Appendix – This is a section that includes material relevant to the study, but is too
technical or complicated to be included in the body of the report.
 Index – This is incorporated in order to help the reader to easily locate any topic or
concept that is mentioned in the report. It is a list of terms or keywords mentioned in
the report, used especially as an aid in searching for information.
 Glossary – This is an explanation of technical terms or jargon used in the body of the
report.

Q6. Discuss various types of resumes. Describe the salient features of a good resume.
5+5
Ans:
Types of resumes: 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 employer’s 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
seeker’s point of view, the resume conveys how you present your ideas, whether you are
organised and what your strengths are, apart from listing your qualifications.
There are two approaches to write a resume. Your choice of the approach depends on your
experience and accomplishments.

1. Chronological resume – This type of resume lists your education and experience in
reverse order and describes your most recent job or qualification first. This is the most
commonly used approach and is generally used when your education and work experience are
clearly related to the job that you are applying for. It is also appropriate for recent college
graduates, with little or no work experience. A chronological ’Work history’ would follow
the ’Experience’ section, listing all jobs held in reverse chronological order, starting from the
most recent job. The ’Education’ section would come next, listing institutions, degrees and
dates.

2. Functional resume – This type of resume is appropriate when you have held a number of
jobs in different functional areas or when you are changing your career completely. For
example, moving from Marketing job to a job related to Human Resources (HR) or changing
your career focus from an industry job to an academic job. In this case, the resume will be
prepared in such a way that all jobs in a particular area are grouped together. Essential
features of a powerful resume:

Here are some essential features of a good resume:

 Well organized: It should be well organized and integrated to present one’s career
aspirations in the field, and showing interest in the offer, as a part of accomplishment of
long term career objective.

 Short and Precise: It should be written in short sentences and Paragraphs.

 Unique: Giving generalized details won't help much. By creating a unique resume
dealing with organization specific requirements, one can attract employer’s attention. It
needs to cover all remarkable academic achievements to create an extra advantage.

 Authentic and realizable: It is disastrous to give imaginative or highly unrealistic

details. One must offer relevant and realizable things to figure out his skills in the field to
 provide effective and efficient services. Thus, while building resume it is necessary to be
realistic and concrete.

 Justifiable: Resume should be clear and justifiable, covering essential details about work
excellence, and internship projects completed. For example, if you are applying for
customer service position, you can go through customer service resume objective
examples to design the most effective objective, showcasing your talent at handling
customer service and customer relationship management functions.

 Crispy and attractive: One should Create a resume to cover his internship experiences at
dealing with relevant functions, and build effective coordination between his career
aspirations and the field requirements.

 Professional: It should be reflecting one’s professional attitude to solve the work

associated queries and problems. Hence, it is necessary to incorporate an objective
statement, which will satisfy the employer's interest.

 Avoid unnecessary Information: Any personal information which is not directly related
to the job target should not be included.