COMMUNICATIONS FOR BUSINESS MARKING SCHEME

Transcription

1 COMMUNICATIONS FOR BUSINESS 11 TH SEPTEMBER 2011 MARKING SCHEME This has been prepared as a guide only to markers. This is not a set of model answers; nor is the exclusive, for there will frequently be alternative responses which will provide a valid answer. Unless a question specifies that an answer be produced in a particular form, then an answer that is correct, factually or in practical terms, must be given the available marks. If there is doubt as to the correctness of an answer the relevant NCC Education materials and associated module textbook should be the first authority. Notice to Markers Where markers award half marks in any part of a question they should ensure that the total mark awarded for a task is rounded up to a whole mark.

2 CANDIDATES MUST ATTEMPT THIS QUESTION QUESTION 1 Considering writing business messages: a) Describe and explain the three-step writing process. 12 Plan Write Complete Analyse the situation Adapt to your audience Revise the message Gather information Select the right medium Organise the information Establish your credibility Control your style Compose the message Produce the message Proof read the message Distribute the message Purpose of the model Understand what the purpose of the message is, who it s for & how best to organise the information. Determining the correct format for the message and selecting an appropriate medium to convey it. Producing the message and ensuring the quality is correct, etc. 6 mark for the description. 6 marks for a valid explanation of the purpose of the model.. b) Prepare a written message to communicate from an office employee to their line manager that they are unhappy with their current job role and would like to request a meeting to discuss this. Obviously the content of the message will vary from student to student. However, some things should clearly be present: Who the message is from Who it is intended for The Date The Subject of the message A well structured, polite, professional message that clearly states the purpose, and is written in a style that is suitable for the occasion 8 1 mark per point to a maximum of 5 marks. Total 20 Page 2 of 8

3 CANDIDATES MUST ATTEMPT FOUR FURTHER QUESTIONS QUESTION 2 With respect to business reports: a) What are the main sections of a good business report? What might be the content of each of these? 10 Introduction: Who authorised the report Problem/opportunity/purpose Scope Background Sources and methods Definitions Limitations Main body Presents, analyses and interprets the information Contains the details necessary to support your conclusions and recommendations Explanation of problem or opportunity Facts, evidence and trends Results of study or investigation Advantages, disadvantages, cost and benefits of proposed action Method and approach Criteria for evaluating options Conclusions and recommendations Emphasises the main message of the report Summarises the benefits to the reader of a specific action or change Brings all of the actions together in one place 1 mark per valid point to a maximum of 10 marks. b) What are the key steps to undertake when planning a business report? 5 Understand the problem or opportunity Develop a statement of the purpose and scope of the investigation Discuss the tasks to be accomplished Describe any resulting products Review project assignments, schedules and resource requirements Develop plans for following up after delivering report Develop work outline Up to 5 marks for explanation. Page 3 of 8

4 c) What are the key steps to undertake when organising the information for a business report? 5 Understand the audience s expectations from the report Select an appropriate format for the report Develop a report that meets audience expectations Keep the report as short as possible Decide upon the type of headings to use Up to 5 marks for the answer Total 20 Page 4 of 8

5 QUESTION 3 Regarding team working: a) What are the different types of team an employee may encounter in the workplace? 6 Potential Team Group assigned a task trying to work together, but lack of focus and frustration. Often happens in academic project teams! Real team Group assigned a task all members committed and mutually supportive. High probability of success. High-Performance Team Group assigned a task all members committed and are aware of each others strengths (and weaknesses!). 2 marks each to a maximum of 6 marks. b) When working in a team, what are the main considerations that need to be met to ensure the task is achieved? Define the task Allocate roles and responsibilities Make a plan Divide up work Identify resources Check performance against plan Adjust plan if necessary 6 1 mark per point to a maximum of 6 marks. Page 5 of 8

6 c) Price and Maier (2007) discussed four team profiles: Activist, Reflector, Theorist, and Pragmatist. Briefly outline the characteristics of each profile Activist: Enjoys the present. Flexible and open to new experiences. You act first think later. Activity often centred around you. You don t like working on your own or following precise instructions 8 Reflector: Cautious holds back and observes first. Happy collecting and analysing data. Slow to commit to a solution. Able to maintain the big picture perspective. Problems with deadlines because you don t like to be rushed Theorist: Like thinking through problems in a logical and rational way. Very objective and weigh up evidence. Like structured situations and clear purpose. Dislike activities with unclear focus. Less happy working with others with different learning styles - or discussing your feelings Pragmatist: Enjoy putting theories and techniques into practice. Work confidently with ideas and put them to work for self and/or team. Need to see immediate benefit less happy with theoretical. Uncomfortable with unfocused discussions 2 marks per profile to a maximum of 8 marks. Total 20 Page 6 of 8

7 QUESTION 4 With respect to listening and non-verbal communication: a) Briefly outline, by way of examples, the 3 different types of listening 6 Content listening understanding and retaining the speaker s message Critical listening understanding and evaluating the meaning of the speaker s message Empathic listening understanding the speaker s feelings and appreciating their point of view 1 mark per point up to 3 marks 1 mark per relevant example up to 3 marks b) What are the main positive aspects of becoming an effective listener? 8 Enjoyment at sharing ideas Discovering new information Agreement on some future action Increased self of self-worth Clearer understanding of own ideas Finding new ways of resolving a problem Satisfaction at having resolved something Clearer understanding of another person s viewpoint 1 mark for each point up to a maximum of 8marks Give credit for any other relevant point. c) Regarding non-verbal communication, it can be said that body language works both ways. Explain by way of an example/scenario what this statement means. Your body language reveals your feelings and meanings to others; and, Other people's body language reveals their feelings and meanings to you 6 1 mark per point to a maximum of 2 marks. Up to 4 marks for discussion of a relevant example that explains body language in a process of twoway (non-verbal) communication Total 20 Page 7 of 8

8 QUESTION 5 With respect to communication: a) Giving and receiving effective feedback is an important business skill. What are the key points to remember? Giving feedback Think through your suggested changes carefully Discuss improvements rather than flaws Be specific Keep feedback impersonal Time your feedback carefully Highlight any limitations your feedback may have 8 Receiving feedback Resist the urge to defend your work React unemotionally Step back and consider the feedback Ensure suggested changes are valid 1 mark per point to a maximum of 8 marks. Give credit for any other valid point b) Briefly, by way of examples, explain the difference between ethical and unethical communication 8 Ethics are accepted principles of conduct that govern behaviour Ethical communications: Include all relevant information Contain all information Are not deceptive in any way Plagiarism Selective misquoting Misrepresenting numbers Distorting visuals 1 mark per point to a maximum of 6 marks. Give credit for any other valid point 2 marks for examples c) Briefly explain the importance of legal issues in communication. 4 Business communication is bound by a variety of laws and regulations: Promotional communication truth and accuracy in advertising Contracts Employment communication Intellectual property Defamation 1 mark per point to a maximum of 4 marks. Give credit for any other valid point Page 8 of 8 Total 20