CAVENDISH UNIVERSITY – ZAMBIA

ASSIGNMENT BRIEF AND FEEDBACK FORM

STUDENT NAME MARK MUNSANDA

STUDENT NUMBER: 111-557

MODULE: Business communication and study skills

MODULE CODE: BBA111
ASSIGNMENT NUMBER: 1
DATE HANDED OUT: 7th/08/2023
DATE DUE IN: 22/08/2023

ASSIGNMENT BRIEF

REFER TO THE QUESTION

STUDENT INSTRUCTIONS
1. This form must be attached to the front of your assignment.
2. The assignment must be handed in without fail by submission date (see assessment
schedule for your course)

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 3. Ensure that submission date is date stamped by the reception stuff when you hand it
in.
4. Late submission will not be entertained unless with prior agreement with the tutor
5. All assessable assignments must be word processed.
This assignment is intended to assess the student’s knowledge in all of the following areas.
However, greater emphasis should be given to those item marked with a

(Tutor: - please tick as applicable)

SL ASSESSMENT SKILLS Please Tick
No
1 Good and adequate interpretation of the question

2 Knowledge and application of the relevant theories

3 Use of relevant and practical examples to back up theories

4 Ability to transfer and relate subject topic to each other

5 Application and use of appropriate models

6 Evidence of library research

7 Knowledge of theories

8 Written business English communication skills

9 Use of visual (graphs) communication

10 Self-assessed ‘time management’

11 Evidence of field research

Tutor’s Marks contribution

(Administrative only)
LECTURER’S FEEDBACK
++

Table Of Contents

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TABLE OF CONTENTS

INTRODUCTION…………………………………………………………………………..4

A WRITTEN FORM OF COMMUNICATING………………………………...………..4

WRITTEN COMMUNICATION LIMITATIONS.............................................................5

ADVANTAGES OF WRITTEN COMMUNICATION TO A CEO……………….……5

IMPORTANCE OF WRITTEN COMMUNICATION IN A COMPANY…....….…….6

IMPORTANCE OF WRITTEN COMMUNICATION TO INVESTMENTS BUDGET

THEORY………………………………………………………………………………….....6

THE THEORETICAL EVALUATION TO JUSTIFY WRITING

COMMUNICATION………………………………………………………………………..8

DISADVANTAGES OF WRITTEN COMMUNICATION………………………………9

CONCLUSION……….……………………………………..…….…………………………9

REFERENCE……………………...………………………………….………….…………10

INTRODUCTION
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The ability to write has transformed over time and in Africa its now becoming a culture as compared
to the past. When it comes to exchange of ideas, information or messages through letters, notes,
emails or more we use written communication (Leavitt, H., & Mueller, R. 1951) . Sitting
comfortably at the top of the corporate ladder, the Chief Executive Officer (CEO) is a senior
management position that undoubtedly carries with it a certain air of authority and influence and
mostly the language is used through written communication (Leavitt, H., & Mueller, R. 1951). In
this topic we are going to look at Written communication.

A WRITTEN FORM OF COMMUNICATING

Any type of message that utilizes written words. It is the most common form of business
communication and has become increasingly important throughout the information
age. According to, Leavitt, H. & Mueller, R. (1951) through its very nature writing is a result
of fairly long practice and patience in learning. It need not be repeated that speech comes first
and writing comes afterwards. According to McLean, S. (2003) In all languages of the world
writing appeared ages after speaking. Written communications can take place traditionally on
paper or more modernly on an electronic device, such as by email or electronic memo. They
are an effective method for transferring information within a business and written
communications are essential to any scenario involving more than one person (McLean, S.
2003).

According to McLean, S. (2003) we first of all have to collect all the necessary information,
arrange it in a logical order and then write out very carefully. We have to be careful at every
step and that is not always the case with spoken messages or other forms of oral
communication. According to, Leavitt, H., & Mueller, R. (1951) letters and reports, nicely
produced, reflect the image of the organisation and the more creative and imaginative the
writers the brighter the image of the company. According to, Leavitt, H., & Mueller, R.
(1951) history of civilisation shows us different stages through which the formation of letters
of the alphabet of any language has passed. But one thing is clear. According to McLean, S.
(2003) whatever has been written, unless destroyed, has become permanent, words spoken
are, likely to be forgotten and that is why written communication is indispensable.

Another important characteristic of written communication is the time factor that is involved
in it. According to, Leavitt, H., & Mueller, R. (1951) oral messages, in a face-to-face
situation or through telephone reach the receiver immediately and the feedback almost always
comes immediately. This is not the case with written communication. According to McLean,

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S. (2003) the sender has to plan out his message, viz., a letter or report carefully and encode it
with great care. Then he sends it to the person for whom it is meant. The receiver takes his
own time in decoding it. Then he gives it careful thought or filters it through his mind and
plans out his reaction to it. According to McLean, S. (2003) Sending back the reply or his
comments on it will take some time. So, it is to be kept in mind that written communication is
a time-consuming activity.

Thirdly, it is to be noted that written communication has fewer cycles than oral or face- to-
face communication (Leavitt, H., & Mueller, R. 1951). Oral communication is a multiple
cycle event. Oral messages get immediate response that leads very often to further exchange
of words. According to McLean, S. (2003) this is not possible in written communication and
mostly it is a one-cycle event. They are an effective method for transferring information
within a business and written communications are essential to any scenario involving more
than one person (Leavitt, H., & Mueller, R. 1951).

WRITTEN COMMUNICATION LIMITATIONS

Written communication is more expensive for transmitting the short messages. It also takes
long time to convey the message. According to Weekley, E. (1967) once a written message
has been dispatched, there is little scope left for making amends for the inaccuracy that may
have crept into it. If the written communication is poorly drafted, it may create
misunderstanding and confusion in the mind of the receiver. It may lead to creation of
conflicts between the parties to communication. According to McLean, S. (2003) Written
messages give rise to queries for clarification and elaboration which lead to future loss of
time a money. Moreover, written channels may be blocked due to bureaucratic procedures in
the organization. Written communication is generally formal in nature. According to
Weekley, E. (1967) One cannot make use of postures to convey one’s feelings and emotions
along with the written message.

ADVANTAGES OF WRITTEN COMMUNICATION TO A CEO

(i) It builds up the legal defences of the organisation through records, letters, instructions etc.

(ii) It promotes uniformity of policy and procedure and builds up proper guidelines for the
working of the organisation.

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(iii) It provides me as a CEO the records, references etc., on which important decisions, rest.

(v) According to McLean, S. (2003) It is permanent and responsibility can be easily assigned.
(One may go back on the spoken words. But not so on the statement in black and white).

(vi) According to McLean, S. (2003) It makes for accuracy and dependability (Oral
communication may be changed or interpreted in different ways. But in written
communication the message information is stated very clearly or unambiguously.

IMPORTANCE OF WRITTEN COMMUNICATION IN A COMPANY

Written communication is so important that it is not possible to think of a business
organisation without it (Leavitt, H., & Mueller, R. 1951). The working of any organisation
depends to a large extent on the exchange of letters, reports, etc. There are various reasons for
it.

And the most important reason is that face-to-face communication is not always possible
because the workers of an organisation may be spread over widely spread geographical
distances (Leavitt, H., & Mueller, R. 1951). Managers and workers in a company, therefore,
depend on exchange of letters. According to Weekley, E. (1967) Modern technological
distances have not decreased the importance of letters. According to Weekley, E. (1967)
Modes of transmission have changed but written communication remains as important as
ever.

IMPORTANCE OF WRITTEN COMMUNICATION FOR INVESTMENTS BUDGET

THEORY

According to Wood, J. (1997) the saying “Speak now or forever hold your peace” is common
at most weddings. But it also applies at this time of year to golf managers with budget
responsibility. It’s budget season at most clubs and courses, and now is the time to speak up.
According to McLean, S. (2003) because what you say and communicate during the budget
cycle will go a long way in determining how successful, even how enjoyable next year will
be for you and your team.

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Wood, J. (1997) many seem to think that budgeting is purely a financial function, filled with
numbers, numerical assumptions and calculations. However, our firm’s experience is that
budgeting is more about communicating than it is adding and subtracting. According to
McLean, S. (2003) To prove the point, here are three steps in the budget process that rely on
written communications.
1.. Identify the Risks.

According to, Wood, J. (1997) Risks abound for private clubs and public facilities, including
local business downturns, road closures, long periods of bad weather and agronomic crises.
An effective budget plan identifies the risks and measures the potential impact in
euros/pounds, time and missed opportunity if risks become reality.

According to Eglin, R. (2001) excellent planners also describe the cautionary steps and
preventive measures to minimize the unfavourable effects of business risks. According to,
Wood, J. (1997) emphasize about the now is time to speak up and make the case for the
budget you need to do your job effectively. Speak now or forever hold your peace at least
until the next budget ccycle
2. Establish Objectives

Begin the budgeting process by having discussions with your management team to make sure
you understand the larger goals of the course and club. According to McLean, S. (2003) next,
review last year’s objectives to see which ones were achieved and which need to be reflected
in next year’s plan. Now it’s time to write objectives for the coming year.

State what you want your operating department to achieve in next year. According to,
O’Hair, D. Friedrich, G. and Dixon, L. (2002) set aggressive but realistic goals for yourself
and your management team. Keeping in mind that, objectives should be specific and time
bound so they can be measured. “Improve course conditions” is neither specific nor time
bound. Wood, J. (1997) A better way of stating a goal like this is: “Improve course conditions
to achieve a 10 percent increase in ‘excellent’ ratings by club members by the end-of-the
season member satisfaction survey.” Do not equivocate or hypothesise. State clearly what
you will accomplish. Align the intended achievements to the goals and objectives provided
by your board of directors or ownership. According to McLean, S. (2003) State the outcomes
in simple and measurable terms. Ensure that your expected outcomes are supported by facts

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and are tied directly to prior year performance, the realistic capacity of your facilities and the
potential of the programs and actions your plan proscribes.

THE THEORETICAL EVALUATION TO JUSTIFY WRITTEN COMMUNICATION

According to Eglin, R. (2001) when you need to get information distributed to a large number
of people, written communication is very efficient. This could be a company memo outlining
a new policy or process that everyone needs to be aware of and comply with. Using digital
distribution methods makes the process faster so that implementation can start sooner.

According to Eglin, R. (2001) Communication is about building relationships by conveying

messages. Clear messages help build trust and integrity between the writer and the reader.
Well-written communication helps define goals, identify problems and arrive at solutions.
This is important in every aspect of business. Executives must clearly write memos so that
staff understands the directives without confusion. Sales representatives must explain features
and benefits in a way that excites the prospect. Human resource managers must objectively
note any incidents and make reports. According to, O’Hair, D. Friedrich, G. and Dixon, L.
(2002) certain written formats such as social media and email, allow youj to add some
corporate personality to your brand. This is important in developing and establishing your
brand. For example, Millennials have their own slang, and the way in which they create posts
and respond to emails could benefit a company if they use the slang for this target group.
Don't get carried away, keep slang to a minimum. Slang is there to relate to the group. Using
too much slang, however, can detract from your message. Good written communication
depends on the audience, the topic, your purpose in communicating, and other factors.
According to, O’Hair, D. Friedrich, G. and Dixon, L. (2002) all written communication has
some characteristics in common as follows.

1. Connection: Good written communication forms a connection between the reader and
the writer.

2. Clarity: Effective written communication is clear and easy to understand.

3. Cause: The cause or reason for writing needs to be clear to both the writer and the
characteristics in common.

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DISADVANTAGES OF WRITTEN COMMUNICATION

A. Expensive

B. Time consuming

C. Impractical for illiterate

D. Lack of confidentiality

E. Fabrication of the information

F. Delay in response and decision making

CONCLUSION

Written communication speaks or has a fixed language that can be stored or kept for a long
period of time and it needs to be developed by education. Education includes how to read and
write and also how to use computers to type the information needed (Withers, P. 2002). Our
behaviours big and small reflect what we care about. In organisations too, what’s valued by
the CEO informs the business’s mindset, language and cultural norms. What the leader values
shows up in what the business cares about and how they deliver this leadership behaviour has
a ripple effect across the entire business (Withers, P. 2002). The CEO, with the help of a
board or a subcommittee of the board, and perhaps some outside advisors, can identify the
weaknesses that challenge the CEO’s leadership competency Reed (Employment Services,
2002).

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 Reference

1. Leavitt, H., & Mueller, R. (1951). Some effects of feedback on communication. Human
Relations, 4, 401–410.
2. McLean, S. (2005). The basics of interpersonal communication. Boston, MA: Allyn & Bacon
3. Weekley, E. (1967). An etymological dictionary of modern English (Vol. 1, p. 338). New
York, NY: Dover Publications.
4. Wood, J. (1997). Communication in our lives (p. 22). Boston, MA: Wadsworth.
5. Vocate, D. (Ed.). (1994). Intrapersonal communication: Different voices, different minds.
Hillsdale, NJ: Lawrence Erlbaum.
6. Schermerhorn, J.R. (1996) Management and Organizational Behavior, New York:
7. O’Hair, D. Friedrich, G. and Dixon, L. (2002) Strategic Communication in Business and the
Professions, 4th edition, Boston: Houghton Mifflin, p. 3.
8. Eglin, R. (2001) ‘Graduates become more demanding’, The Sunday Times Appointments
Section, 2 September, p. 12.
9. Reed Employment Services (2002) Motivating People at Work: What is to be Done? London.
10. Caulkin, S. (1998) ‘How that pat on the back can mean money in the bank’, The Observer:
Work Section, 19 April, p. 1.
11. Withers, P. (2002) ‘The sweet smell of success’, HR Magazine, June, pp. 76–92.

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