SESSION AUG/SEP 2023

PROGRAM MASTERS OF BUSINESS ADMINISTRATION

(MBA)
SEMESTER I
COURSE CODE & NAME DMBA102–BUSINESS COMMUNICATION

SET – 1

1. Enlist the steps of delivering a successful oral presentation. Explain. 10

Ans 1.

Steps of Delivering a Successful Oral Presentation and Their Explanation

1. Objective Identification: Before preparing any presentation, it's crucial to understand the
objective. Ask yourself: What do I want the audience to take away from this? Your entire
presentation should be crafted around fulfilling this objective.

2. Audience Analysis: Recognize and understand your audience. Are they experts in the
field, novices, or a mixed group? This will dictate the depth, language, and type of
content you present. Tailoring your message to your audience ensures engagement and
comprehension.

3. Research and Content Collection: Research your topic thoroughly. Ensure you have
accurate, current, and relevant data to support your points. Using credible sources boosts
your presentation's reliability and your own credibility as a speaker.

4. Structure the Presentation: Organize your content in a clear structure:

 Introduction: Set the context, introduce yourself, and state the objective of the
presentation.
  Body: Break your main points into distinct sections or topics. Each should flow
logically to the next.

 Conclusion: Summarize the main points and reiterate the importance of the topic.

5. Visual Aids: Use visual aids like slides, charts, and graphs to complement your spoken
words. Ensure they're simple, clear, and relevant. Visual aids can help in driving a point
home and making complex data more digestible.

6. Rehearse: Practice makes perfect. Rehearse your presentation multiple times. This helps
in refining your content, ensuring you stick to time limits, and makes you more confident.
Consider rehearsing in front of a friend or using tools to record yourself to receive
feedback.

7. Engage with the Audience: An oral presentation isn't just a monologue; it's a dialogue
with your audience. Pose questions, use anecdotes or relatable examples, and maintain
eye contact. Engaging the audience keeps their attention and fosters a connection.

8. Manage Nervousness: It's natural to feel nervous. However, managing this feeling is
vital. Techniques such as deep breathing, visualization, or even a quick physical warm-up
can help. Remember, a certain level of adrenaline can be beneficial to keep you alert and
energetic.

9. Handle Questions: At the end of your presentation or between sections (depending on

the format), allow for questions. Listen to the queries carefully, pause before answering to
collect your thoughts, and respond succinctly. If you don't know an answer, it's acceptable
to admit it and offer to follow up later.

10. Seek Feedback: After your presentation, if time and context permit, ask for feedback.
This can be from colleagues, mentors, or even members of the audience. Constructive
feedback will be invaluable for improving future presentations.

In conclusion, delivering a successful oral presentation is not merely about providing

information, but it's an art form that requires a blend of content mastery, audience
engagement, and personal confidence. The steps mentioned above offer a roadmap, but as
with all skills, continuous refinement and practice make the real difference. Remember, the
goal is not just to speak, but to communicate effectively and leave a lasting impression.
2. Explain the various types of Non-Verbal Communication while giving examples as
how you will use NV Communication when appearing for a job interview. 10

Ans 2.

Non-verbal communication plays a crucial role in human interaction, and it can significantly
impact the outcome of a job interview. Job interviews are not just about what you say; they
also involve how you convey your message through non-verbal cues. In this essay, we will
explore various types of non-verbal communication and provide examples of how they can be
effectively used during a job interview.

1. Facial Expressions: Facial expressions are one of the most powerful forms of non-
verbal communication. A smile can convey warmth and friendliness, while a
furrowed brow may indicate confusion or concern. During a job interview,
maintaining an open and friendly facial expression is essential. For instance, when the
interviewer discusses the company culture, a genuine smile can convey your
enthusiasm and interest in the organization.

2. Eye Contact: Eye contact is crucial as it signals confidence and attentiveness. When
answering questions during an interview, maintaining eye contact with the interviewer
demonstrates that you are engaged and honest. However, avoid staring intensely, as it
may come across as aggressive. Strike a balance to appear confident and respectful.

3. Gestures: Gestures include movements of the hands, arms, and body. They can be
used to emphasize points and convey enthusiasm. For example, when discussing your
achievements or qualifications, you can use open hand gestures to show transparency
and sincerity. However, excessive or distracting gestures should be avoided.

4. Posture: Your posture reflects your level of confidence and professionalism. Sitting
up straight and leaning slightly forward indicates attentiveness and eagerness.
Slouching or leaning back can signal disinterest or lack of confidence.

5. Proximity: The distance between you and the interviewer can communicate different
messages. Standing or sitting too close can invade personal space, while standing or
sitting too far away may indicate aloofness. Maintain an appropriate distance that
conveys respect and professionalism.
 6. Paralinguistics: This involves the tone, pitch, and speed of your voice. A confident
and steady tone with clear articulation is essential during an interview. Avoid
speaking too fast, which may indicate nervousness, or too slow, which may be
perceived as disinterest.

7. Appearance: Your clothing, grooming, and personal hygiene are crucial aspects of
non-verbal communication. Dressing appropriately for the interview and paying
attention to personal grooming signals professionalism and respect for the
opportunity.

8. Touch: Handshakes are a common form of non-verbal communication during

interviews. A firm, but not overly aggressive handshake, indicates confidence and
enthusiasm. However, be mindful of cultural differences in the interpretation of touch.

9. Silence: Sometimes, silence can be a powerful form of non-verbal communication. It

can be used strategically to indicate deep thought or to allow the interviewer to digest
your response. However, avoid prolonged silence, which may make you seem unsure
or unprepared.

10. Object Communication: The items you bring to the interview, such as your resume,
portfolio, or notepad, also communicate something about you. Organized materials
and well-prepared documents convey professionalism and attention to detail.

In conclusion, non-verbal communication is an integral part of effective communication

during job interviews. Mastering these various forms of non-verbal communication can help
you convey confidence, professionalism, and enthusiasm to potential employers. Remember
that consistency in your non-verbal cues is key, as mixed signals can create confusion.
Therefore, it is essential to practice and refine your non-verbal communication skills to make
a positive impression during job interviews and throughout your career.

3. 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. 10

Ans 3.
The Communication Process in Product Demonstrations: The Relevance of Context and
Potential Pitfalls

When launching a new product or service, effective communication is paramount. As a sales

representative, you're not just presenting a product; you are weaving a story, sharing a
solution, and influencing perceptions. The entire process involves multiple elements, and
missing even one of these can derail the success of the demonstration.

1. Sender (Sales Representative): As the initiator of the message, you are responsible
for encoding your ideas in a way the audience will understand. This involves knowing
the product in depth, understanding its value proposition, and articulating this clearly.

2. Message (Content): The core content of your presentation, the message, should be
structured around the needs and interests of your target audience. What problem does
your product solve? Why is it better or different from other solutions? The message
should be clear, concise, and compelling.

3. Channel (Medium of Delivery): Whether it's a live presentation, a video, a webinar,

or a hands-on demonstration, the channel should be appropriate for the audience and
the product. For instance, a physical product might be best shown in person, while
software could be effectively demonstrated via a screen-shared walkthrough.

4. Receiver (Target Audience): Your audience decodes the message. Their

understanding depends on their prior knowledge, interests, and needs. As a sales
representative, it's crucial to research and understand your audience, tailoring your
demonstration to their specific context.

5. Feedback: After presenting, it's essential to gauge the audience's reactions, answer
questions, and clarify doubts. This feedback loop ensures that the message has been
received as intended and allows for adjustments if needed.

Now, the relevance of context cannot be overstated. Context gives meaning to

communication. For a demonstration, this means understanding the background and specific
needs of your audience. For instance, presenting a high-tech product to tech-savvy
individuals would differ from presenting the same product to non-tech users. The language
used, the depth of technical detail, and even the pace of the presentation would vary based on
this context. Missing this contextual understanding can result in a message that falls flat or
confuses the audience.
However, even with all elements in place, communication can still go wrong:

 Ambiguous Message: If the content isn't clearly articulated, the audience might
misinterpret the product's value or functionality.

 Wrong Channel: A virtual demonstration for a product that needs tactile feedback
(like premium fabric) wouldn’t do justice to its value.

 Distractions: External factors like noise, technical glitches, or even internal factors
like the representative's nervousness can distract from the main message.

 Cognitive Biases: If a previous product from the company had issues, the audience
might carry that bias into the new demonstration, clouding their judgment.

 Cultural and Social Differences: Something acceptable or impressive in one culture

might be mundane or even offensive in another.

In conclusion, demonstrating a product isn't just about showing its features. It's a
comprehensive communication process that requires a clear message, the right channel, an
understanding of the audience, and constant feedback. Missing even one element, or not
accounting for the context, can compromise the effectiveness of the demonstration. Like a
jigsaw puzzle, every piece is vital for the complete, clear picture.

SET – 2

1. What are different types of Reading? Explain. 5 x 2

Ans 1.

Reading is a fundamental skill that plays a crucial role in our lives. It is not a monolithic
activity but rather a multifaceted process that can take on various forms depending on the
purpose and context. Here, we will explore five different types of reading and provide a brief
explanation of each.

Recreational Reading: Recreational reading, also known as leisure reading or pleasure

reading, is perhaps the most common form of reading. It involves reading for enjoyment and
relaxation. This type of reading often includes novels, magazines, comics, and any material
that individuals choose to read during their free time. Recreational reading can transport
readers to different worlds, offer emotional engagement, and provide a break from the
stresses of daily life.

Academic Reading: Academic reading is the type of reading students and scholars engage in
as part of their educational pursuits. It involves reading textbooks, research papers, academic
articles, and other materials related to their coursework or research interests. Academic
reading requires critical thinking, note-taking, and the ability to comprehend complex ideas
and arguments. It serves as a foundation for learning and expanding one's knowledge in a
particular field.

Informational Reading: Informational reading is focused on obtaining specific information

or instructions. This type of reading includes reading manuals, instructions, labels, and
reference materials. Informational reading is goal-oriented, with the primary objective being
to extract specific details or guidelines. It is commonly used in everyday tasks such as
assembling furniture, following recipes, or understanding the terms and conditions of a
contract.

Analytical Reading: Analytical reading is a more intensive and critical form of reading. It
involves dissecting and evaluating the content of a text, often to understand its deeper
meanings, implications, or biases. Analytical readers ask questions, make connections, and
assess the validity of arguments presented in the text. This type of reading is essential for
critical thinking, academic research, and making informed decisions.

Professional Reading: Professional reading is specific to individuals' careers or fields of

expertise. It includes reading industry-related journals, reports, professional development
materials, and updates relevant to one's profession. Professionals engage in this type of
reading to stay informed about current trends, best practices, and advancements in their
respective fields. It contributes to ongoing learning and growth within a profession.

Each of these types of reading serves a unique purpose and requires different skills and
strategies. While recreational reading offers relaxation and escape, academic reading supports
learning and intellectual development. Informational reading helps with practical tasks,
analytical reading fosters critical thinking, and professional reading keeps individuals up-to-
date in their careers.
In conclusion, reading is a versatile skill that takes on various forms, each with its own
distinct characteristics and objectives. Being proficient in different types of reading is
essential for personal and professional development, as it enables individuals to access
information, engage with diverse content, and navigate the complexities of the modern world.
Whether you are enjoying a novel on a lazy Sunday afternoon or analyzing a research paper
for a scholarly project, reading remains a cornerstone of human knowledge and
communication.

2. Illustrate the different components of a Resume. Create an innovative resume of your

own using the components. 10

Ans 2.

An Insight into the Components of a Resume and Crafting an Innovative Example

Introduction:
A resume is a document that encapsulates an individual's academic background, work
experience, and skills, serving as a personal advertisement to prospective employers. With
the increasing competition in the job market, crafting an impressive resume has become
paramount. By understanding the core components of a resume, one can strategically present
themselves in the most favorable light. This essay aims to delve into the critical elements of a
resume and provide an innovative example to illuminate these components.

Concept:
Traditionally, a resume consists of several core components:

1. Contact Information: This section includes the applicant's full name, address, phone
number, and professional email address. Modern resumes may also incorporate
LinkedIn profiles or personal portfolio links.

2. Objective or Summary: A brief statement that communicates the applicant's career

goals or highlights their unique value proposition.

3. Experience: A chronological or functional listing of previous jobs, internships, or

other relevant experiences, detailing responsibilities and achievements.
 4. Education: A section outlining academic qualifications, including institutions
attended, degrees obtained, and any pertinent honors or awards.

5. Skills: An enumeration of both soft and technical skills relevant to the desired
position.

6. Certifications: Additional qualifications or certifications related to the job, such as IT

certifications or language proficiencies.

7. Awards and Honors: Recognition received in academic or professional settings.

8. References: Typically a note mentioning that references are available upon request,
rather than listing them out.

Innovative Resume Using the Components

Aarav Mehta

Emerging Business Strategist & Digital Enthusiast

Mumbai, India

+91 9876543210 |

[email protected]

Objective
A final-year BBA student from the Prestige University of Business, Mumbai, with a keen
interest in digital marketing and business analytics. Aspiring to bring fresh insights and
youthful energy to a progressive company that values innovation and strategic thinking.

Internships & Experience

Digital Marketing Intern – Innovate Solutions, Mumbai | June 2022 – August 2022

 Assisted in developing and executing online campaigns that increased web traffic by
25%.

 Collaborated with a team to research and identify emerging market trends.

Market Research Assistant – IndiaBiz Corp. | December 2021 – February 2022

 Conducted surveys and analyzed data of over 1,000 participants to provide actionable
insights for product development.

 Contributed to a 10% increase in product sales through targeted marketing strategies.

Education

Bachelor of Business Administration (BBA) – Prestige University of Business, Mumbai |

2020-2023

 Specialization in Digital Marketing and Analytics

 Cumulative GPA: 8.5/10

Higher Secondary Certificate (HSC) – Modern School, Mumbai | 2018-2020

 Commerce Stream with 92%

Skills

 Digital Campaign Management

 Data Analytics using Excel

 Market Research & Survey Design

 Team Collaboration & Leadership

Achievements

 Winner, National Business Strategy Challenge 2022

 Represented Prestige University in the 'Inter-College Digital Marketing Fest', securing

the 2nd position.

Languages

 English (Fluent)

 Hindi (Native)

 Marathi (Conversational)

Extracurriculars
  Active Member, Prestige University Business Club

 Volunteer, Digital Literacy Campaign for Underprivileged Students, 2021

References

Available upon request.

3. What is the basic difference between Product Advertising and Corporate

Advertising? Explain the different types of Corporate Advertising. 3+7

Ans 3.

Difference between Product Advertising and Corporate Advertising:

Feature Product Advertising Corporate Advertising

Objective Promotes a specific product or Enhances the company's overall image and
service to drive sales. communicates its values, mission, and
vision.

Target Potential consumers or users Broader audience including consumers,

Audience of the product/service. investors, employees, stakeholders, and
the general public.

Message Focuses on features, benefits, Covers company’s philosophy, corporate

and USPs of the culture, societal responsibilities, and
product/service. achievements.

Duration & Often seasonal or linked to More consistent over time, with the aim to
Frequency product life cycles; can be continuously enhance the company's brand
frequent. image.

Primary Specific product or service. The company as a whole or its stance on

Focus certain issues.

Types of Corporate Advertising:

  Image Advertising: This focuses on enhancing the company's overall image.
Through this type of advertising, firms try to position themselves as responsible,
ethical, innovative, or any other positive trait that they wish to be associated with.
 Advocacy Advertising: Here, companies express their stance on societal issues,
public policies, or controversial matters. For instance, a company might advocate for
environmental protection, diversity and inclusion, or any other topical matter.
 Investor Relations Advertising: Aimed at current and potential investors, this type
emphasizes the financial health, growth prospects, and stability of the company. It can
highlight annual reports, stock performance, or major achievements.
 Recruitment Advertising: Targets potential employees. Companies showcase their
work culture, benefits, and why they are a 'great place to work.' This helps attract the
right talent.
 Cause-Related Advertising: This type highlights a company's commitment to social
causes or corporate social responsibility (CSR) initiatives. For instance, a company
might showcase its efforts in sustainability, charitable work, or community
development.
 Crisis Management Advertising: Implemented when a company faces negative
publicity or a crisis. Through this, the company tries to rebuild its image, clarify any
misconceptions, and assure stakeholders about its corrective measures.
 Corporate Anniversary Advertising: Celebrates significant milestones in the
company's journey. This can foster a sense of trust and longevity in the brand.
In conclusion, while product advertising is about driving sales for specific offerings,
corporate advertising is about crafting the company's holistic image and reputation in the eyes
of various stakeholders. Whether building a brand image, advocating for a cause, or attracting
investors, corporate advertising plays a crucial role in shaping the perceptions and beliefs
about a company in the larger societal context.