U N I T 2

COMMUNICATION IN BUSINESS

LEARNING INTENTIONS (WHAT YOU NEED TO KNOW AND BE ABLE TO DO)

• Outline the benefits of effective communication• Explain the relationship between effective

communication and achieving business objectives

KEY TERMS

• Communication• Objectives• Strategies• stakeholders

• For each ad – observe the following.• What is the product?• What is the key message?• What made this ad so effective?

TOP 10 GREATEST AUSTRALIAN TELEVISION COMMERCIALS EVER

• http://anthillonline.com/the-top-10-greatest-australian-television-commercials-ever/?

TOP 10 GREATEST AUSTRALIAN TELEVISION COMMERCIALS EVER

• Managing the Marketing Function• Managing Public Relations

THIS TERM

KEY KNOWLEDGE

COMMUNICATION AND ITS RELATIONSHIP TO BUSINESS OBJECTIVES AND STRATEGY

• KEY CONCEPT• Effective communication is crucial to achieving

business objectives.

DEFINATION OF COMMUNICATION

• Communication is a basic process involving the exchange of information. A sender will pass a message to another individual (a receiver), who is expected to understand it.

• Effective communication occurs when the message received and understood is the same as the sender intended the message to be.

• The best way to make sure that there has been no breakdown in communication is to seek feedback; that is, the sender should check with the receiver that the message has been relayed accurately.

THE BASIC COMMUNICATION PROCESS

WHY COMMUNICATION IN BUSINESS IS IMPORTANT

• customers start to identify with a business and the products or services it offers, leading to increased sales

• suppliers are more likely to supply stock on time, enabling the business to meet its production targets

• shareholders become increasingly confident of the business plan and future performance

• the community develops a positive image of the business.

ESSENTIAL LEARNING ACTIVITIES

• Learning Activity 1 - Test your understanding and application• Questions 1-6 on page 263

• Learning Activity 2 - A solar eclipse• Read case study on page 264 and answer

questions 1-3