SPECIAL EXAMINATION
Bachelor of Business Administration;
PROGRAMME Bachelor of Commerce in Marketing Management;
Bachelor of Commerce in Human Resource Management;
Bachelor of Public Administration
MODULE Business Communication
YEAR One (1)
INTAKE Mixed
DATE 08 July 2019
TIME 14h00 – 17h00
DURATION 3 hours
TOTAL MARKS 100
INSTRUCTIONS TO THE CANDIDATE
1. Questions must be attempted in the answer book provided.
2. All queries should be directed to the invigilator; do not communicate or attempt to communicate
with any other candidate.
3. You have THREE HOURS to complete this paper. You are not allowed to leave the examination
room within the first hour and in the last 15 minutes of this examination.
4. This is a CLOSED BOOK examination.
5. Read ALL instructions carefully.
SECTION A [40 MARKS]
Answer ALL questions in this section.
QUESTION 1 (10 Marks)
Choose the correct word/phrase from the selection provided in the box below. Choose an answer that
best matches the statements given below. Write only the word next to the question number. E.g. 2.11.
Persuasive Message.
Respect; Application letter; Templates; Free riders; Blog; Neat hairstyles; Sample; Networking; Vocal
characteristics; Mention accomplishments
1.1. Used to collect primary information from a large sample
1.2. A technological tool used to develop a report
1.3. Building your credibility
1.4. Read news sites, blogs and other online sources
1.5. Accompanying curriculum vitae to tell the reader why you are sending it and how they can benefit
from reading it
1.6. Important aspect to consider for interviews
1.7. A disadvantage of teamwork
1.8. A type of nonverbal communication
1.9. A rule of etiquette
1.10 A type of electronic media that can be used by anyone
QUESTION 2 (20 Marks)
State whether the following are True or False. For each answer, state why it is true or why it is False,
with VALID explanations. DO NOT just change a negative to a positive. The following are examples of
acceptable answers:
2.11. FALSE. AIDA is used for persuasive messages.
2.12. TRUE. A ‘bad news’ message is known as a negative message.
2.1. Faster problem solving has been linked to good communication in organisations.
2.2. The most time consuming part of the three-step writing process is completing the message.
2.3. A direct response should be used when the audience is likely to react eagerly to your
message.
2.4. You must never reveal your credentials when delivering a message, as it is egotistic.
2.5. A hedging sentence can be beneficial when you are unsure of the outcome of a situation.
2.6. When a customer complains about your product, you must acknowledge receipt of the
customer’s complaint.
2.7. Bad news should be explained in detail to avoid feelings of confusion resulting in sadness.
2.8. The ‘action’ stage of AIDA could include a call to action, such as a Twitter handle.
2.9. Social Media can facilitate community building.
2.10. Effective subject lines should be vague to compel the reader to read on.
2
AS
QUESTION 3 (10 Marks)
Choose the most correct answer from the following multiple choice questions and write only the
alphabet next to the question number. E.g. 3.11. A
3.1. You can use electronic media when you:
A. Need immediate feedback
B. Want no permanent record
C. Can assemble your audience conveniently
D. Would like to combine different forms of media
3.2. Emphasising the positive in a message includes:
A. Hiding the negative news
B. Highlighting positive aspects of a message
C. Editing a document to remove all negative comments
D. Both B and C
3.3. Technology can help shape a message through the use of:
A. Self-writing software
B. File merge and mail merge that allow you to merge documents
C. Automatic updates that automatically update your message with the latest information
D. Wizards that magically write a message on your behalf
3.4. Cost is an important factor to consider when
A. Choosing a typist for your message
B. Personally doing a proofread on your message
C. Distributing your message
D. Considering the length of a message
3.5. A customer bought a product from your store and discovered it was faulty. The customer
complained. How best can you respond?
A. Look at what the customer did wrong and guide the customer on how to use the product
properly
B. Blame the customer to avoid liability of the situation
C. Explain how you have resolved, or plan to resolve the situation
D. Be casual with the customer in order to communicate with them efficiently
3
AS
3.6. Interest in a message can be created by:
A. Using action terms
B. Including samples and brochures
C. The promise of savings
D. Highlighting a central selling point
3.7. When should NOT use electronic forms of communication:
A. When you want to send a routine message to a client overseas
B. When you are legally required to provide information in printed form
C. When you have lots of paper to get rid of
D. When you bypass company e-mail policies
3.8. To ensure that the research process occurs as best as possible:
A. Have all messages produced in written format
B. Plan your research effectively
C. Ensure that all participants in our sample give similar answers in surveys
D. Only perform secondary research
3.9. The scope of a report:
A. Is found in the body of the report
B. Gives a background and historical factors that lead to the report
C. Provides an overview of what is covered in the report
D. Both A and C
3.10. Which of the following will be an effective visual to show the recent rand exchange rate against
the dollar
A. Pie chart
B. Flowchart
C. Animation
D. Line chart
4
AS
SECTION B [60 MARKS]
Answer ANY THREE (3) questions in this section.
QUESTION 4 (20 Marks)
4.1. Using practical examples, discuss the barriers to effective listening. (5 marks)
4.2. When listening to a person, it is also important to pay attention non-verbal cues.
What is non-verbal communication? (5 marks)
4.3. Once effective business communication skills are acquired, we can use these in business
networking.
Fully discuss the term networking and how to effectively network in business. (10 marks)
QUESTION 5 (20 Marks)
5.1 Write a short message to a client convincing him to buy a product that you are selling. This message
must be persuasive in nature. (10 marks)
5.2. Discuss the difference between a solicited and unsolicited proposal. (5 marks)
5.3. Discuss the different types of external proposals that one can request. (5 marks)
QUESTION 6 (20 Marks)
6.1. State the type of message that requires the use of the following techniques: breaking bad news
and concluding positively. (2 marks)
6.2. Discuss how ‘breaking bad news’ and ‘concluding positively’ can improve negative messages
(8 marks)
6.3 Write a short essay on how to achieve ‘clarity’ in a message. (10 marks)
5
AS
QUESTION 7
7.1 Discuss the EIGHT (8) step communication process from the perspective of a student listening
to a lecture. (10 marks)
7.2 You need to talk to your friend in a foreign country and decide to use electronic media to contact
them.
Discuss the different types of electronic media and the advantages and disadvantages of using
each. (10 marks)
END OF PAPER
6
AS
