Business communication module 2 - Kerala University

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Unit II Written communication, Principles of effective writing; business letters - types, layout, Application letter - resume - references; Appointment orders. Letter of resignation; Business enquiries - offers and quotations, Order - execution and cancellation of orders; Letters of complaint; Case Analysis.


1. Writing reveals ones ability to think clearly and to use language effectively. Is a mode of communicating a message for a specific purpose. Includes : Replies to client, enquires, memos , contracts, reports etc. 2. We write to : (a) inform (b) persuade. Writing To Inform : To provide & explain information -Also called informative writing -Found in accounts of facts, scientific data, technical & business reports etc Writing To Persuade: Aims at convincing the reader about a matter that is debatable. Focus on reader. Found in opinion essays, editorials, business & research proposals, religious books, etc 3. Accuracy /Correctness of Statement: A message should be communicated correctly in terms of grammar, punctuation & spelling. Check all facts & figures Check the choice of words Check the language and tone. Follow the rules of grammar Pay attenuation to punctuation marks Check usage for spelling & usage. 4. Briefness/Brevity: Means short/lasts for only a short time. Lies in saying only what needs to be said and leaving out unnecessary words or details. Clarity Matter should be written in correct manner so that the reader understands the matter in the first reading itself. Words & phrases with double meaning should be avoided 5. Choosing an appropriate writing style Structuring the document and organizing the information Deciding on the layout and document design 6. Good News Letter : Letters that please the receiver. Routine Letters :Letters that neither please nor displease but are receive with interest. Pleasant news or idea Details or Explanations Closing messages or thoughts Major Ideas Details or Explanations Closing thoughts 7. The Full-Block Style Every line begins at the same distance from the left margin, which results in each paragraph looking like a distant block. The Semi-Block Style The beginning of the paragraph is not left aligned; only the lines are left aligned. The first line of each paragraph is indented. The date, closing, signature, name & title are indented to the right half of the page. The Simplified Style The letter has neither a salutation nor a closing. A subject line takes place of the salutation. 8. Also called as Cover letter , can be considered as a sales letter. If he/she is able to write an application well , it has a possible chance he/she may be considered for the job. A letter of application must be so effective that it impress the reader into granting interview. The job seeker must first know to whom to write an application letter. 9. First Paragraph Specify the reference for the job. State the position he/she is applying Second Paragraph Gives details regarding applicants qualifications & experience. Describe any extracurricular activities that show leadership ability. Can also include any project works done. Third Paragraph Asks for an interview. Can suggest that he/she come in for an interview at the employers convenience. 10. A resume of a graduate lists Personal /Biographical details His /Her educational back ground. Details of his /her work experience Reference. 11. Heading Include applicants name, address, telephone number, email address Objective Mention the specific ,desired position that suits his /her educational background & experience Eg :- To attain a challenging position in the field of Technology to explore my inner capabilities and to work more responsibly for the development of the organization. Seeking a challenging and rewarding opportunity with an organization, which recognizes my true potential and effectively utilizes/ nurtures my skills. 12. Education The highest qualification is most important & relevant. If any short-term training /special certificate programme taken in addition to course work ,if they are relevant. The applicant should also list any specialization/majors with the grade point. Year - Graduation Name of University/College Subject taken Grade point Work Experience Include all experience , part time , full time Awards & Honors Mention all scholarships, prizes ,awards won in the college level. Activities The applicants should mention his/her college activities like president, secretary etc Reference Name of 2/3 persons, who know that they being listed as preferences Format : Full name, Business address, email address, telephone number 13. An appointment letter is written to inform a person that he or she has been selected for a particular position in an organization. A letter of resignation is written to announce the author's intent to leave a position currently held, such as an office, employment or commission. 14. A complaint letter is a letter written by a Customer of a service/products commenting on poor service/product. It usually outlines the fault(s) with the service and highlights customer dissatisfaction with the particular service/product. Usually in the letter there would also be a suggested conclusion e.g. A refund. Letter Format Opening : Dear sir, Dear Name, etc Content Closing 15. A written account of real or simulated managerial problems, dilemmas and situations calling for solutions. Theoretical cases Meant for reading & clarifying theoretical concepts. The interplay of ideas is presented in the form of action, interaction etc Mainly used in academic . Factual Cases Based on facts. Present issues with full details of facts & figures. Analysis requires a systematic approach to identify the problem, alternative solution and the best solution. 16. Study the Case thoroughly. Underline important points. Taking notes of important issues, facts & ideas. 1.Study the Case Identify the main problem. Discover relationship between the problem. Factors responsible for the problem. 2. Identify the Problem What is the critical issues or problems to be solved. Formulate the problem in precise words.3. Define the Problem 17. Find out if any multiple causes. Avoid premature solutions & judgments. 4. Identify the causes of problems Suggest alternative solutions to the problem. What are the possible ways? 5. Develop Alternative Solutions Evaluate each solutions. Compare the results. Decide the best course of action. 6. Evaluate Alternative Work out a plan of implementation.7.Develop a plan of action 18. Title of the Case. The statement of the problem / Summary of the Case. SWOT Analysis / The Scope of the analysis Alternative Solutions & their evaluations. The recommended solutions Conclusion.