Course

L T P C
code
Core 10 Executive Business Communication 4 - - 4
Syllabus
Pre-requisite Fundamental knowledge about business
Version 2022-23
Course Objectives:
The main objectives of this course are to:
1. To provide an overview of Prerequisites to Business Communication.
2. To put in use the basic mechanics of Grammar for preparing business letters.
3. To provide an outline to effective Organizational Communication.
4. To underline the nuances of Business communication.
5. To impart the correct practices of the strategies of Effective Business writing.
Expected Course Outcomes:
On the successful completion of the course, student will be able to:
1 To Recall the basics of business communication K1
2 To demonstrate his/her ability to write error free while making an optimum use K2
of correct Business Vocabulary & Grammar.
3 To distinguish among various levels of organizational communication and K3
communication barriers while developing an understanding of Communication
as
a process in an organization.
4 To draft effective business correspondence with brevity and clarity. K3
5 To stimulate their Critical thinking by designing and developing clean and lucid K4
writing skills.
K1 - Remember; K2 - Understand; K3 - Apply; K4 - Analyze; K5 - Evaluate; K6 – Create
Unit:1 Communication 8-- hours
Business Communication: Meaning – Importance of Effective Business Communication -
Modern Communication Methods – Business Letters : Need – Functions - Kinds - Essentials of
Effective Business Letters - Layout.
Unit:2 Business Letters 8-- hours
Trade Enquiries - Orders and their Execution - Credit and Status Enquiries – Complaints and
Adjustments - Collection Letters – Sales Letters – Circular Letters.
Unit:3 Correspondence Letters 9-- hours
Banking Correspondence - Insurance Correspondence - Agency Correspondence.
Unit:4 9-- hours
Company Secretarial Correspondence (Includes Agenda, Minutes and Report
Writing)
Unit:5 Report Writing 9-- hours
Application Letters – Preparation of Resume - Interview: Meaning – Objectives and
Techniques of various types of Interviews – Public Speech – Characteristics of a good speech –
Business
Report Presentations.
Unit:6 Contemporary Issues 2 hours
Expert lectures, online seminars – webinars
Total Lecture hours 45-- hours
Text Book(s)
1 Rajendra Pal & J.S. Korlahalli, Essentials of Business Communication - Sultan Chand & Sons
- New Delhi.
2 Shirley Taylor, Communication for Business - Pearson Publications - New Delhi.
3 Bovee, Thill, Schatzman, Business Communication Today - Peason Education Private Ltd -
New Delhi.
Reference Books
1 Penrose, Rasbery, Myers, Advanced Business Communication - Bangalore.
2 Simon Collin, Doing Business on the Internet - Kogan Page Ltd. - London
Related Online Contents [MOOC, SWAYAM, NPTEL, Websites etc.]
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UNIT I
Business Communication

Introduction

Humans have communicated with one another in some shape or form ever since time
immemorial. Principles of communication are founded on a mixture of ancient oral and
written traditions. Business communication is a broad-based concept that describes any kind
of communication whose goal is to improve the value of a business. This could be internal
communication, such as rules, guidelines and motivational material, or it could be external
communication. Communication is the lifeblood of an organisation.

The two words ‘information’ and ‘communication’ are often used interchangeably, but they
signify quite different things. Information is giving out; communication is getting through. –
Sydney J. Harris.

Concept of Communication

The word ‘communicate’ has been derived from the Latin word ‘communicate’, which means
to ‘share’ and ‘participate’. Communication is a process by which information is exchanged
between individuals through a common system of symbols, signs of behaviour. It is the
expression of facts, opinions, ideas or feelings. Communication is a two way process. There
must be at least two persons to complete the process. One takes up the role of a sender and
the other take up the role of receiver. Webster’s dictionary states that “communication is the
act of exchanging information and understanding from one person to another”. Whether we
communicate through writing or speaking, language continues to play an important role. The
increasing use of telephone, mobile, recording devices, such as Dictaphone, answering
machines, live broadcasting and telecasting and video conferencing have nowadays, shifted
the focus from writing to speaking.
Definition

“Communication is an intercourse by words, letters, symbols or messages and is a way

that one organisation member shares meaning and understanding with another” -
Koontz and o Donnell.

“Communication is the exchange of facts, ideas, opinions or emotions by two or more

persons”- Newman and summer

Characteristics of Communication

 There must be some message to be sent.

 There must be some purpose for communication.

 It involves more than two people.

 It deals with transmission of facts and feeling of two persons.

 Transmission of every message is sent through a channel.

 Medias or transmission of communication are numerous.

 Communication is a continuous process.

 Channels in communication are systematic and predetermined.

 It is a process of telling, listening and understanding.

Purpose of Communication

No organisation can function without proper and adequate communication. The ability to
communicate effectively with other members of the organisation is considered as one of the
most important skills of managers.

1. Flow of information

The relevant information must flow continuously from top to bottom and vice versa. The staff
at all levels must be kept informed about the organisational objectives and other
developments taking place in the organisation. The information can be passed in the language
which the employees can understand better.

2. Co-ordination

It is through communication the efforts of all the staff working in the organization can be
coordinated for the accomplishment of the organisational goals. The communication
facilitates flow of information, ideas, beliefs, perception, advice, opinion, orders and
instructions etc., both ways which enable the managers and other supervisory staff to learn
managerial skills through the experience of others.

3. Preparing people to Accept change

The proper and effective communication is an important tool in the hands of management of
any organisation to bring about overall change in the organisational policies, procedures and
work style and make the staff to accept and respond positively.

4. Developing Good human relation

Managers and workers and other staff exchange their ideas, thoughts and perceptions with
each other through communication. This helps them to understand each other better.
Communication helps to realise the difficulties faced by their colleagues at the workplace.

5. Ideas of subordinates encouraged

The communication facilitates inviting and encouraging the ideas from subordinates on
certain occasions on any task. This will develop creative thinking. Honouring subordinates
ideas will further motivate them for work hard and a sense of belonging to the organisation
will be developed

Principles of Communication

1. Principles of clarity

The idea or message to be communicated should be defined. It should be worded in such a

way that the receiver understands the same thing which the sender wants to convey.

2. Principles of attention

In order to make communication effective, the receiver’s attention should be drawn towards
message. People are different in behaviour, attention, emotions etc. so they may respond
differently to the message. For example, if a superior is very punctual in coming to the office
then subordinates will also develop such customs/habits. It is said that ‘actions speak louder
than words.

3. Principles of feedback

The principles of feedback are very important to make the communication effective. There
should be feedback information from the receiver to know whether he has understood the
message in the same sense in which the sender has meant it.

4. Principles of informality

Formal communication is generally used for transmitting messages and other information.
Sometimes formal communication may not achieve the desired results, informal
communication may prove effective in such situations.

5. Principles of consistency

The principle states that communication should always be consistent with the policies, plans,
programmes and objectives of the organisation and not in conflict with them.

6. Principle of timeliness

The principle states that communication should be done at proper time so that it helps in
implementing plans. Any delay in communication may not serve any purpose.

7. Principles of adequacy

The information communicated should be adequate and complete in all respects. Inadequate
information may delay action and create confusion. Inadequate information also affects
efficiency of the receiver. So adequate information is essential for taking proper decisions
and making plans.

Communication Process

Communication has been defined as a process. The term process refers to identifiable flow of
information through interrelated stages of analysis directed towards the achievement of an
objective.

Sender

The person who intends to make contract with the objective of passing information, ideas to
other persons is known as sender.

Ideas

This is the subject matter of communication. This might be opinion, attitude, feelings, views,
suggestions, orders etc.

Encoding

Since the subject matter of communication is abstract and intangible, its transmission requires
the use of certain symbols such as words, actions, pictures, etc. Conversion of the subject
matter in to these symbols is the process of encoding.

Channel

These symbols are transmitted through certain channels, e.g. radio, telephone, air, etc.,
depending upon the situation of the two parties, viz., sender and receiver.

Receiver

Receiver is the person to whom message is meant for.

Decoding

Receiver converts the symbols received from the sender to give him the meaning of the
message.

Feedback

Feedback is necessary to ensure that the receiver has received the message and understands it
in the same sense as sender wants.

Benefits of Communication

1. Communication is the basis of organisational functioning

Communication is the basis of organisational functioning. It is only when necessary

communications are given to the subordinates about their job, action on their part is possible.

2. Communication as an aid to planning

Communication is an aid to the process of decision making in general and planning, in

particular. Any type of decision making (including planning) requires basic information about
the enterprise resources and limitations, and the external environmental factors, which must
be supplied i.e. communicated to the management by suitable agencies.

3. Communication as an aid to leadership

A leader communicates the objectives, policies, rule and procedures of the enterprise to
followers and also communicates the necessary work-orders, instructions and guidance to
them, for the proper execution of the intended jobs, to be performed by the group.

4. Communication as an aid to co-ordination

Co-ordination is greatly facilitated when persons doing similar work or related aspects of
work, are in perfect mutual understanding with one another – as to the manner and approach
to work performance.

5. Communication helps in overcoming resistance

People, in general resist to changes when changes are either not properly communicated to
them or the purpose behind introducing such changes is not explained to them.

6. Communication as the basis of good human relations

Communication promotes good human relations, in the organisational life. Apparently

communication is transfer of messages; while intrinsically it is transmission of understanding
among the sender and the recipients of messages. A free flow of communication, through
facilitating transmission of understanding paves the way for the development of good human
relations in the organisation.
Types of Communication

Organisational communication may be either formal or informal in nature.

Formal communications

Formal communications are those which flow through formally established channels as
depicted in the formal organisational chart, and are concerned with work related matters. All
orders, instructions and decisions are communicated to the subordinates through this channel.
Formal communications can flow in three different directions – downward, upward, and
horizontal or laterally among various departments.

Downward communications

Downward communication is those communications that flow from superiors to subordinates.

Through downward communication, the superior direct the efforts of his subordinates,
defines the goals, and objectives of the organisation to them.

Upward communications

Flow from the subordinates to the superiors, and are usually known as feedback. These
enables the management to assess how far the downward communication has reached,
understood, accepted, and carried out. These can help the management to know the employee
grievances and receive valuable suggestions from the people at lower levels.

Horizontal or lateral communications

Refers to the communications across the subordinates who are working at the same level in
the organisation. Such communications help coordinate the activities of different
departments.

Informal communication

Informal communication or the ‘grapevine’ as it is commonly known flows through the

structure less network that develops spontaneously within any organisation. People who
know each other are bound to talk and most often they talk about the organisation where they
work. Employees want to know what is going on in the organisation and when they lack the
information they seek it from others. The grapevine carries two types of information – work
related and people related.

Forms of Communication

In a general way, communication can be of three broad types- oral, written and nonverbal.

Verbal communication

The verbal communication is a type of oral communication when in a message is transmitted

through the word spoken.

In oral or verbal communications, information is given directly, either through face-to- face
or through telephone, mobile phones or office intercom. Meetings, lectures, seminar,
conferences, interviews are example of verbal communication. There are some points for the
oral communication which can be summed up as follows:

 Saves time and money

 Provides personal touch
 Tends to be more effective as the feedback can be received immediately
 Doubts can be clarified on the spot
 Chances of understanding are better
 Provides greater flexibility

Disadvantages of Oral Communication

 Oral communication suffers from some inherent limitations.

 It is not always feasible (as in the case of long distances and sometime
beyond the network services).
 Not appropriate for lengthy or complicated conversation.
 Not suitable for keeping records
 It has no legal validity and hence leads to problems in certain situations.
 May have chances of misunderstanding.

Non- verbal communication

It refers to the clues we send to others all the time regarding our feelings and emotions, either
knowingly or unknowingly through our facial expressions, gestures and body postures,
emphasis and intonations on some words, and the physical distance between the sender and
receiver.

Advantages

 The message of non-verbal communication reaches very fast and reduces the
waste of time.
 Non-verbal cues of communication like sign and symbols can be
communicated quickly than written or oral messages.
 Helps illiterates people.

Disadvantages

 Non-verbal communication is vague because words or languages are not used.

  Long conversation and necessary explanation are not possible.
 It cannot be used at public tool for communication.
 In some cases it involves huge cost. e.g. neon sign, power point presentation
etc. are very much costly compared to the other forms of communication.

Written communication

It is a formal method of communicating. It can provide more information to the receiver that
what is not possible in oral communication. Oral communications may take the forms of
reports, circular, memos, and note, manual etc. writing is more reliable than speech.

Advantages of written communication

 Suitable for lengthy matters.

 At times it might be the only available form of communication
 Can be maintained as a permanent record for later references.

Disadvantages of written communication

o Time consuming and sometimes costly.

o Has a greater chance of mis-interpretation and misunderstanding.
o Difficult to maintain secrecy.
o Suffer from lack of flexibility.
UNIT II
UNIT III
UNIT IV
UNIT V