BBA 1008

BUSINESS COMMUNICATION

MICHELLE TAN HUI LIN

961009-01-6694
202372

MR DOUGLAS CHENG

DECEMBER SEMESTER 2014

CONTENTS
INTRODUCTION ............................................................................................................ 2
TASK 2 ............................................................................................................................. 3
TASK 3 ........................................................................................................................... 10
SUMMARY .................................................................................................................... 12
REFERENCE.................................................................................................................. 13
COURSEWORK ............................................................................................................ 13

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INTRODUCTION
Communication is an activity, skill, and art that incorporates lessons learned
across a wide spectrum of human knowledge. Perhaps the most time-honored form of
communication is storytelling. Weve told each other stories for ages to help make
sense of our world, anticipate the future, and certainly to entertain ourselves. The art of
storytelling draws on your understanding of yourself, your message, and how you
communicate it to an audience that is simultaneously communicating back to you. Your
anticipation, reaction, and adaptation to the process will determine how successfully
you are able to communicate.
Business communication is the sharing of information between people within an
enterprise that is performed for the commercial benefit of the organization. In addition,
business communication can also refer to how a company shares information to
promote its product or services to potential consumers.
Business Communication is goal oriented. The rules, regulations and policies of
a company have to be communicated to people within and outside the organization.
Business Communication is regulated by certain rules and norms. In early times,
business communication was limited to paper-work, telephone calls etc. But now with
advent of technology, we have cell phones, video conferencing, emails, satellite
communication to support business communication. Effective business communication
helps in building goodwill of an organization.

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TASK 1
Increase Job Satisfaction.
Employees feel empowered if they are able to have upward communication. This type
of communication is when information flows upward in an organization and usually
consists of feedback. If bosses or managers are able to listen to employees and respond,
this leads to an increase in employee job satisfaction. In addition, employees are also
happy if there is intense downward communication, which is information flowing down
from superiors or managers to direct reports. Gertrude recently sent an email to her boss
recommending that her department upgrade its design software. Her upward
communication feedback was not just acknowledged but also acted upon, resulting in a
very happy design team.

Global Business
With global business transactions continually increasing, the need for effective
communication to meet global demands is also increasing. Managers and employees
must know how to effectively communicate with the company's international
counterparts. The difference in cultures requires managers to understand terms
commonly used in America that another culture finds offensive. Companies that prepare
workers to excel with verbal and nonverbal communications skills find it easier to enter
into global marketplaces than companies that do not prepare its employees. Effective

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communication is important for businesses looking to expand beyond its domestic

borders.

Team Building
Effective communication in the workplace helps employees and managers form highly
efficient teams. Employees are able to trust each other and management. Effective
communication reduces unnecessary competition within departments and helps
employees work together harmoniously. The result of a team that works together is high
productivity, integrity and responsibility. Employees know their roles on the team and
know they are valued. Managers are able to correct employees' mistakes without
creating a hostile work environment. A manager who openly communicates with his
subordinates can foster positive relationships that benefit the company as a whole.

Improves Productivity.
Research has shown that effective lateral and work group communication leads to an
improvement in overall company performance. It has also been discovered that
employees who were graded as highest in production had received the most effective
communication from their superiors. For example, Gertrude works in engineering, and
her prototypes of toys receive accolades. She is an effective communicator about her
designs and how they will be played with in real life by kids. In addition, she receives

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specific guidance from her superiors, allowing her to create designs quickly and
efficiently.

Helps with Diversity

Effective workplace communication is important in companies with workplace diversity.
Good communication skills help to reduce the barriers erected because of language and
cultural differences. Companies that provide communication training to domestic and
international employees reap the benefits of effective workplace communication.
Companies can avoid cultural confusion and miscommunication by training
international employers early in their careers and on a regular basis. Effective
communication causes productivity to increase, errors to decrease and operations to run
smoother.

Employee Morale
An improvement in employee morale can result from effective communication.
Although pay is a concern for many workers, it is not their only concern. Employees
appreciate good communication coming from management. It produces a healthy work
environment. When employees are satisfied with their jobs, they are able to efficiently
perform their duties with a positive attitude. Failing to communicate effectively in a

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workplace leads to frustration and confusion among employees. However, managers can
alleviate such problems by keeping the lines of communication open.

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TASK 2
(a) Vertical Communication
Vertical communication in an organization is communication that flows up and
down through the organization's hierarchical structure, from the general workforce up
through middle management and higher management and back down again.
The advantage of a vertical business organization is a clear management structure,
such that the lines of responsibility and control are clear and the function of each layer
will be clearer and more distinct. Also, the ladder for promotion and progression is clear.
In addition, each manager has a smaller number of employees under his control, giving
him a narrow span of control, which allows him to more closely supervise his
employees.

(b) Horizontal Communication

Horizontal communication is the transmission of information between people,
divisions, departments or units within the same level of organizational hierarchy. You
can distinguish it from vertical communication, which is the transmission of
information between different levels of the organizational hierarchy. Horizontal
communication is often referred to as 'lateral communication.'
Horizontal communication presents some distinct advantages. It decreases
misunderstanding between departments working on the same project, thereby increasing

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efficiency and productivity. It may result in better implementation of top-level decisions

because employees on lower levels are permitted to coordinate directly with each other
in the implementation of the decision made at the top.
Let's say that you are a vice president of the research division of a pharmaceutical
company. Your division has just been given final FDA approval for a new antidepressant drug. The president of the company wants the product on the market
yesterday since the fiscal quarter ends in a few weeks and the annual shareholder's
meeting is in six weeks. Fortunately for you, the company permits horizontal
communication. You are able to communicate and coordinate directly with your
counterparts in production and marketing.

(c) Diagonal Communication

Diagonal communication is the sharing of information among different structural
levels within a business. For example, diagonal communication could involve higher
level management communicating to lower level management a shift in
organizational objectives, as well as the ensuing dialog about how best to achieve the
new goals.

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Diagonal communication routes depart from these hierarchical norms by

engaging individuals who work at different levels and in different departments.
Diagonal communications have several important functions; however, they're not
without risk.

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TASK 3
No.78 Jln Laksamana 1,
Taman Ungku Tun Aminah,
81300, Skudai, Johor Bahru
017 7398526

9 October 2014

Ms Michelle Johnson
Aeon Big
Customer Complaint Division.
L 2-033, Jalan Sutera Tanjung 8/4,
Taman Sutera Utama,
81300 Johor Bahru, Johor

Dear Michelle Johnson,

On 1st of October 2014, I bought a tripod from your Tun Aminah branch.
Unfortunately, your product has not performed well because when I intended on using it
on a shoot the holding bevel came apart rendering the tripod completely useless.

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I am disappointed because I had always been a loyal supporter of the brand of

this product and I am satisfied with the product for all this while. Tripod that I use to
buy is one of the best among the other brands I have used.
To resolve the problem, I have phone your customers service line but I was
once again disappointed by the rude and impatient attitude of your employee. I would
appreciate that you replace the tripod with a different model to the same value.
I look forward to your reply and a resolution to my problem and will wait until
the 14th of October before seeking help from a consumer protection agency or the Better
Business Bureau. Please contact me at the above address or by phone at 017-7398526.

Yours sincerely,
JASON

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SUMMARY
In most organizations, effective communication offers the best opportunity to
make an outstanding first impression. Using powerful words, images and messages,
business professionals can craft strong internal partnerships while developing the
foundation of a solid client base. However, the second half of the feedback cycle can
really cement interpersonal relationships. By building a reputation as an engaged
listener, a professional can set up next actions that solidify her commitment to acting on
requests or adjusting after responses
A company that works to develop strong communication with each other is a
united company. Each team member shares the same goals in this case, and everyone
knows what their co-workers have on their plate. By simply keeping in touch on a
regular basis, everyone remains united and working together. This instills a cooperative
atmosphere rather than encouraging the idea of having a bunch of individual people
only looking out for themselves. All companies have a vision for their success, and
through communication, that vision spreads to everyone. The result is a happier,
healthier workplace where things get done more efficiently and a bigger likelihood of
retaining the top talent.

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REFERENCE
http://www.ask.com/business-finance/vertical-communication-d97685e3e8cf173a
http://www.answers.com/Q/What_is_vertical_communication
http://education-portal.com/academy/lesson/horizontal-communication-definitionadvantages-disadvantages-examples.html#lesson
http://thebusinesscommunication.com/advantages-and-disadvantages-of-horizontalcommunication/
http://smallbusiness.chron.com/advantages-disadvantages-vertical-horizontalorganization-24212.html
https://www.boundless.com/management/textbooks/boundless-managementtextbook/communication-11/management-and-communication-83/horizontalcommunication-399-1879/
http://businesscommunicationnew.blogspot.com/2011/09/what-is-horizontalcommunicationmerits.html
http://www.businessdictionary.com/definition/diagonal-communication.html
Argyris, Chris. 1986. Skilled Incompetence. Harvard Business Review 64(5):74-80.
Blumer, Herbert. 1972. Symbolic Interactionism. Englewood Cliffs, N.J.: PrenticeHall.
Conrad, C. 1994. Strategic Organizational Communication Toward the TwentyFirst Century.Fort Worth, TX: Harcourt Brace College Publishers.

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COURSEWORK
Name

: Michelle Tan Hui Lin

Student ID

: 202372

IC

: 961009-01-6694

1. Communication may fail for a variety of reasons. Explain carefully.

Many problems encountered in our business and personal lives result from
miscommunication. What the recipient understands by a message may not always be the
message which the sender intended. Several communication barriers exist between
sender and recipient, and they may be responsible for a message not being understood
correctly, or a message becoming distorted. Communication may fail for a variety of
reasons:

NON-VERBAL SIGNALS
Non-verbal signals, often referred to as 'body language', can provide valuable feedback
where verbal communication is concerned. Such signals include facial expressions,
gestures, movement, eye contact and nodding the head.
LANGUAGE
Choice of words is vital to the effectiveness of any communication. Many words have
different meanings. Our background knowledge and experience affect our

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understanding. Foreign languages, dialects, regional accents and the use of

technical/specialist language should always be considered.
LISTENING
Anyone who has something valid to say deserves attention. Listening, however, is a
skill. Careful concentration is demanded if a communication is to be understood.
Success at gaining attention may depend on the words used, the way the communication
is expressed, our interest in the speaker, our interest in the communication and various
other factors.
PRE-JUDGEMENT
What is understood is often conditioned by what we already know and by our
background knowledge and experience. Often we hear what we want to hear, or what
we think we have heard, instead of what has actually been said.
RELATIONSHIPS
The effectiveness of any communication may depend on our relationship with the
person giving the message. If relationships between people are not good,
communication may fail to be effective or may break down altogether.
EMOTIONAL RESPONSES
Communication cannot succeed if a person is highly emotional about the topic
concerned. Problems may arise from insecurity, fear, anger, etc. If emotions are high on

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the part of the sender or recipient, then it would be better to wait for a while before
trying to put the message across.
SYSTEMS
In any organization there should be prescribed procedures for getting messages to the
people who need them. Without such systems there can be no effective communication.

2. Please describe the seven steps to effective communication.

Communication, whether oral or written, is all about understanding. Your aim should be
to communicate your message successfully so that it is received as you intended,
without any misunderstanding. You can achieve effective communication by having a
through knowledge of the communication cycle, by being aware of the barriers that
exist, and by following this seven-step process:

STEP 1: WHAT AND WHY?

Your first step is to consider what is the objective of your communication and why you
have to communicate the message. Are you aiming to give information, to persuade, to
request, to inform?
STEP 2: SELECT CHANNEL

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The next step is to consider what channel (or means) of communication would be
appropriate. Consider the relationship between the sender and the recipient, as well as
the recipient's background knowledge, culture and experience.
STEP 3: SELECT ENCODING TECHNIQUE
Encoding is choosing the manner in which we send our message. For example, the
language you choose, an angry or soft voice, harsh tone or courteous tone. Consider
why the communication is happening. Is it urgent, serious, dangerous, emotive,
informative?
STEP 4: CONSIDER BARRIERS
You must consider all possible barriers that may influence the recipient's understanding
of the message. Is the communication likely to achieve the desired aims in the given
circumstances? If the barriers are likely to interfere with the recipient's understanding,
you may need to return to step 1 or 2 and think again.
STEP 5: SEND MESSAGE
Having considered all these aspects, you may now send your message.
STEP 6: CHECK FOR UNDERSTANDING
After sending the message, it is important to check whether the recipient has understood
the message as you intended.
STEP 7: OBTAIN FEEDBACK FROM RECIPIENT

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The final stage is essential you must obtain feedback from the recipient so that you
know if your communication has been effective. If the message is not understood, rather
than blame the recipient, ask yourself why the communication failed and how it could
have been improved in order to be effective. Some questions you might ask are:
Did your expressions or language create confusion or misunderstanding?
Was your timing poor?
Was your message too long so that the main points were lost?
Were your tone and manner appropriate?
Did you not structure the message logically?

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