BUSINESS COMMUNICATION

DMBA102
Name: Sadiya Mulla
Roll No.: 2314517078

Set – 1

Q1. Enlist the steps of delivering a successful oral presentation. Explain.

Ans.: An individual is required to have certain aspects of communication in mind to be able to
deliver a successful oral presentation, below are some steps mentioned:

1. Defining the purpose.

Before one begins to present the topic in focus, it's important to make sure that the topic is
familiarized with the audience, this can be done by clarifying the main purpose of it. Along with
the introduction, the present can also add more about the aim of the presentation, and what they
would be conveying through it. Doing this requires a clear goal in the mind first, since it will later
align with the flow of the presentation. This will also ensure the focus of the presenter, and the
structure of the presentation.
2. Knowing the audience.
Now that we have talked about knowing the topic of the presentation and to make the audience
known of the topic, it is also important to know the audience. This helps the presenter to understand
the audience's background, expectations and interest. Tailoring the presentation to the audience's
level of knowledge and understanding is essential. This way the audience will be able to connect
with the presenter and the presentation, and vice versa.
3. Researching and Gathering information.
To present a set of information, having a concrete basis for the information is essential, this shows
that the information being provided is reliable and factually correct. The sources being used should
also be credible, and the content should be logically organized hence it builds a compelling
narrative.
4. Organizing the content.
As mentioned previously, logical organizing of the content is important for an effective
presentation. The structure should be clear, logical sequence should be used which would include
sections of the presentation like introduction, main points, supporting evidence and the conclusion.
5. Creating engaging visuals:
Given that the topic of presentation requires visual representation, they should be designed to
enhance the message. While they're helpful, it's important to note that using them sparingly is
preferable, and to also make sure that they are appealing and simple. This will avoid any possible
distractions from the speech.
6. Practicing and Rehearsing
Now that the planning of the presentation is done, how does one prepare for an effective
presentation? Practicing is the most effective way to ready oneself for a presentation, as well as
rehearsing the presentation to gain knowledge on the flow and any required changes. This helps
build confidence and familiarizes the presenter with the topic as well as the flow of presentation
before the final round.

Q2. Explain the various types of Non-Verbal Communication while giving examples as how you
will use NV Communication when appearing for a job interview.
Ans: As known by everyone, non-verbal communication is as important as verbal communication
during interviews, if not more. Many types of non-verbal communication can have a significant
impact and influence on an individual’s success, and in this case, in a job interview as well. Below
are some forms of non-verbal communication along with their respective examples:

1. Facial Expressions.
Facial expressions that indicate a positive mood and outlook towards the interview process have
better impact than having a neutral or a negative set of expressions. One can achieve it by smiling
and maintaining eye contact. A warm and genuine smile can convey enthusiasm and indicates
approachability. This creates a positive first impression. Eye contact is preferred to be sustained
and constant, but not intense, and of a long duration; this may create a sense of discomfort for the
interviewers. Eye contact indicates confidence and attentiveness.
E.g., Rashi entered the panel room and greeted everyone with a smile. During the whole interview,
she made sure to make eye contact with all panel members. The panel appreciated her
communication skills among themselves after she left the room.
2. Gestures.
Gestures are important, especially in a formal interaction among people as they indicate mutual
involvement in the process and convey respect. This can be done by handshakes when introducing
and concluding the session. Handshakes are also an indication of a mutual agreement in a
workplace setting. Nodding is a crucial part of non-verbal communication. It communicates that
they are being heard and understood; it also presents oneself as attentive to what the other person
is talking about.
E.g., Rahul, once he entered the interview room, approached the interviewers and shook their
hands and greeted them. While the interview was going on, he nodded when they were talking to
him, and responded efficiency when he was asked a question.
3. Time Management.
Time Management is an aspect of an individual that is silently assessed by the interviewers. Being
punctual and on time for the interview is extremely important. It doesn’t just indicate that you left
early from home, but also that one looked up to the interview, and that they respect their time.
Keeping the interviewers waiting can reduce the chances of one’s selection as time management
can be predicted to a certain extent based on when you report for the interview. It is always
suggested to reach the interview location 15 minutes prior to the assigned time for the interview.
E.g., Rachel got stuck in the traffic since she left late from home, because she woke up late to get
ready. She arrived 10 minutes late and the interviewers appeared to be frustrated by this. One of
the interviewers mentioned her being late, simply by saying, “I see that you are late for the
interview, I hope you are aware of how it presents you on the first day of your interview.”. She
later got rejected, not just because she was late, but because throughout the interview, she was
agitated and nervous, and couldn’t attend the interview properly.

Q3. Imagine that you are the sales representative of your organization, and you are asked to
effectively demonstrate a newly launched product/service in front of a target audience. Explain the
communication process while including the relevance of context and how the communication can
go wrong even if a few elements are missed.
Ans: As a sales representative, it is important for me to understand the target audience and know
how to communicate about the product effectively to them. The importance of context is also
important. I will be presenting this case using the process of communication.

1. Sender.
In this case, I am the sender of the message and I possess the responsibility of conveying the
information about the new product or service to the target audience. This needs thoroughly
assessing my role and my relations with my colleagues. If given that I am not on good terms with
them, this can create a hurdle for the success of the product demonstration.
2. Message.
Message about the new product or service will include the product details, features, benefits, and
how it meets the audience’s needs. I can also include any offers that may be applicable for the
product. For example, if there is a 10% off offer available for HDFC and Kotak users, it must be
noted down as important, since it will attract more customers. Not taking into account the aspects
of the demonstration that will engage more people can lead to reduced sales.
3. Encoding.
It is important that I choose the words and visuals carefully and be open to other methods of
presenting the information effectively. If I did not present the information effectively, maybe I did
not structure a brochure in such a way that it motivates people to attend the product demonstration,
then my job as a sales representative was not fulfilled. This may turn out to be a loss for my
organization.
4. Channel.
Channel could be a video, live presentation, a brochure, an advertisement, or an article in a
newspaper. I can even combine them to create more effect and reach. For example, I am presenting
the demonstration in an open area where there is a lot of sun, I do not have a speaker, and not many
people to demonstrate the use of the product, then the sales of the product will surely be at risk.
5. Context.
The context in this situation will encompass factors like location, timing, audience’s prior
knowledge, and their specific needs and preferences. Context is important in the sense that, for
example, if I am launching a product that makes it easier to clean high walls that are difficult to
reach even after standing on a chair while cleaning, me just talking about how it will help may get
boring for the audience. Hence, context as well as presentation are crucial.
6. Decoding.
Decoding is a receiver’s aspect, and so the way they interpret my encoded message, in any form
will be different. Their decoding will depend on the language, if they are familiar with the product
type or not, and how effectively I have encoded the message.
7. Receiver.
The receivers are the target audience, the recipient of my message. The role fo the receiver is to
receive the information, and then process and respond to it. There is not much I can do about how
the receiver will interpret the information that I have provided, so the most I can do is make sure
that my information is easy to understand and attracts the target audience.
8. Feedback.
This is the final step of the communication process. It is important to obtain feedback on the
product to check if there are any flaws, if it needs any improvements, and whether it meets the
needs of the target audience. Feedback can be obtained in both verbal as well as non-verbal forms.

Set – 2

Q1. What are different types of Reading? Explain.

Ans. Reading is a cognitive process that is complex and involves decoding written symbols or
phrases to derive meaning. Each type of reading serves a different purpose and requires different
set of skills, below are a couple of them mentioned:
a. Skimming.
This method is used to quickly get an overview of the text. Rapidly glancing over the material and
identifying main ideas, key points and headings is what skimming is. This can be done by reading
headings, first and last sentences of a paragraph, subheadings to grasp the meaning that is being
conveyed by the text. A good example of skimming is reading a newspaper on a busy Monday
morning before work.
b. Scanning.
Scanning is usually used to locate a specific set of information from the whole. It is usually used
to scan for important information, like a specific date, location, name, etc. Scanning is a process
of running the eyes over the text to locate a relevant source of information, specifically without
reading the entire phrase or paragraph. An example of scanning can be looking for the Adhaar card
number of a client in their provided set of personal details.
c. Intensive Reading.
This is a process of thorough and careful examination of a text. This is usually used when someone
wants to understand a set of information quite deeply. Intensive reading is done by reading every
word, re-reading to ensure comprehension, and focusing on the most minute details. Reading a
medical report and legal papers for a purpose are good examples of intensive reading.
d. Extensive Reading.
This type of reading aims at reading a large amount of material quickly to get a general
understanding. This reading usually happens at a faster pace, usually by skipping less critical
details and just focusing on the overall meaning. A good example would be reading a novel as a
hobby.
e. Reflective Reading.
This is a thoughtful and contemplative approach to reading and involves personal interpretation,
relating the content to our own experiences, and being concerned about the implications of the
text. Reflective reading involves a lot of pausing on the material to reflect, connecting to the text
personally and considering how this information applies to one’s own life. A good example of this
type of reading can be reading a self-help book, a religious scripture, or an old diary entry.

Q2. Illustrate the different components of a Resume. Create an innovative resume of your own
using the components.
Ans: A resume is a formal document and provides a summary of an individual’s education, skills,
educational qualifications, and achievements. The purpose of this document is to present a concise
and tailored overview of an individual’s professional background to potential employers. Below
are few components of a resume:

a. Contact information.
This includes details like the candidate’s full name, address (if necessary), Phone number and
work/professional e-mail address.
b. Resume objective or summary.
The objective of a resume specifically is to highlight the skills, career goals, and what a candidate
is bringing to the table.
c. Skills.
Skills are abilities of an individual that they can put into practice. There are two types of skills,
hard and soft skills. Both are equally important for an organization to select a suitable candidate
for a job role. They can also be referred to as technical and non-technical skills.
d. Education.
This includes the academic background which includes degrees earned, institutions attended and
graduation dates.
e. Languages.
This includes the number of languages the candidate can speak, read, write and understand. It is
suggested to mention proficiency of the language: if it is beginner, intermediate, or expert in the
language learnt. The interviewers may ask for a proficiency certificate if it is necessary for the job
role.

Below is a sample of a resume using the above-mentioned components.

a. Contact Information.
Full Name: Sadiya Mulla
Phone Number: XXX-XXX-XX-089
Email Address: sadiya@gmail.com

b. Objective:
I am a dedicated and results-oriented Human Resource professional with a proven track record of
developing and executing different HR functions like training and development, research and
development, and Compensation and Benefits. I seek challenges on a regular basis as I believe that
it motivates me to get better at what I do, as well as develop my skill sets.

c. Skills.
Strategic Planning
Training and Development
Human Resources Development
Workforce Planning and Development
Communication
Leadership

d. Education.
• Completed Secondary and Higher Secondary Education from ABC School.
• Completed a Bachelor of Science in Clinical Psychology from XYZ University.
• Currently pursuing a Master of Business Administration in Human Resources from FBC
University.

e. Languages Spoken.
English, Hindi, Marathi – Written and Spoken
Spanish & German – Intermediate Written and Spoken.

Q3. What is the basic difference between Product Advertising and Corporate Advertising? Explain
the different types of Corporate Advertising.
Ans. Product advertising is focused on promoting a specific product or services offered by an
organization/company. The goal of this type of advertising is to generate awareness and interest
among the target audience of potential consumers.
Corporate advertising, on the other hand, is aimed at promoting a strategy that centers on
enhancing and building the overall brand image, reputation and identity of an organization. It is
not focused on selling any product or services, but to create a positive perception of an
organization.
Difference between corporate and product advertising:
a. Focus.
 - Product Advertising: The focus is on specific products or services that are offered by a
company. The goal generally is to get sales and create demand for those products.
- Corporate Advertising: The focus is on promoting the overall image of an organization and
identity. It is done to build a positive reputation and perception of the organization.

b. Audience.
- Product Advertising: The target audience is potential buyers/customers who will contribute
to the profit of the company’s production.
- Corporate Advertising: The target audience is usually the employees and their families, as
well as the general population that views the organization as prestige and they look up to
it. It can also target a bigger audience of not just employees, but also investors, trustees,
and customers.

c. Message.
- Product Advertising: The message includes information about features, uses, advantages
and other necessary details of a product. The message is usually transactional and product
specific.
- Corporate Advertising: This is more than just product/service oriented; it is also focused
on the company’s mission and vision, values, commitment to social responsibility and their
contributions to society. It is more long-term brand building oriented.

Types of Corporate Advertising:

a. Image Advertising.
This type of advertising focuses on shaping the overall perception of an organization. Highlights
values, mission, vision, and commitment of an organization.
b. Corporate Social Responsibility (CSR) Advertising.
The CSR showcases the company’s commitment to the social and environmental cause. There is
highlight on the company’s efforts to make a positive impact on society.
c. Recruitment Advertising.
This advertising is done to attract talented individuals suitable for a job role to work at the
organization. For that, it focuses mostly on the culture, environment and benefits of joining the
organization, etc.
d. Financial Advertising.
The target is for the investors and stakeholders by providing information about the company’s
financial performance, investment opportunities and stability.
 e. Cause-Related Advertising.
This advertising aligns with the company’s specific cause or issue. It depicts the organization’s
commitment to social responsibility and community involvement.