BUSINESS COMMUNICATION (22MBA16)

Module-5
Case method of learning: Understanding the case method of learning , different types of cases ,
overcoming the difficulties of the case method , reading a case properly , case analysis approaches,
analyzing the case , dos and don‘ts for case preparation.

Employment Communication: Introduction, Writing CVs, Group discussion, Interview skills.

Impact of Technological Advancement on Business Communication, Technology-enabled
Communication-Communication networks, Intranet, Internet, E-Mails, SMS, teleconferencing,
videoconferencing.
---------------------------------------------------------------------------------------------------------------------

Introduction-Case Method
1. The method was started in business education at Harvard Business School in the 1920s.
2. The most important aspect of the case study method is that is plunges students right into
the problem and forces their active participation and contribution.
3. It shifts the students’ role from passive listening to active application of learnt concepts
and knowledge.
4. The case study method takes the theoretical learning to the actual world and gets as close
as possible to real experience.

Case Study
 A case study narrates in detail, real life business situation which urgently demands a
decision and action

 A detailed account of the background of the situation, the immediate problem or decision,
and the perspectives of the managers involved

Features of a Good Case

 A good case tells the story.

 It has an interest-arousing issue at the center.

 It must create empathy with the central characters.

 The story the case tells is relevant to the reader.

 It should have a recent setting, preferably the past five years.

 In a good case there is some dialogue.

 It has something controversial and gives rise to conflict of views.

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 1

 BUSINESS COMMUNICATION (22MBA16)

 A good case impose the need for a decision.

 It must have general applicability.

 A good case is short enough to sustain interest.

 The case is useful for teaching.

Types of Cases
 Ice berg cases: conceptual case.
 Incident cases: found at the end of text books.
 Illustrative cases:
 Head case: more persons feelings are described.
 Dialogue cases:
 Application cases:
 Data cases:
 Issue cases:
 Prediction cases:

Other Types of Cases

1. Open or Closed Cases
2. Analysis or Dilemma Cases

Open or Closed Cases

 Open cases usually have more than one valid answer

 Open cases depends on the students’ knowledge of business, cultural and ethical values

 Closed cases have specific, correct answers or processes that must be followed in order to
arrive at the correct analysis and solution

Analysis or Dilemma Cases

 Analysis cases are an account of “what happened”

 Class debate and information from various disciplines is brought to bear upon the
discussion

 In dilemma cases, a decision is required and an action plan needs to be worked out

Advantages of using Case Study Method

 Allows the application of theoretical concepts to be demonstrated

 Encourages the active learning

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 2
 BUSINESS COMMUNICATION (22MBA16)

 Gives opportunities for the development of communication, team work and problem
solving

 Increases the students’ involvement and motivation to learn

Skills Developed in Case Study Method

 Group Work
 Individual Study Skills
 Information Gathering
 Time Management
 Presentation Skills
 Practical Skills

Requirements of a case analysis*

 Through knowledge of the concerned subject.
 Ability to be analytical.
 Ability to do critical thinking.
 Ability to evaluate.
 Ability to infer.

Overcoming the difficulties of the case method

 Conquering a different learning style.
 Overcoming the fear or writing & speaking.
 Developing your personal system of case analysis.

Reading a case properly

ℓ In reading should be as efficiently as possible, to cover the material thoroughly & glean
the most significant points.
ℓ Proper analysis generally requires at least 2 readings of each case.
ℓ A proper analysis can be conducted only after careful reading.

There are 4 basic steps to properly reading a case.

1. Previewing.
2. Skimming.
3. Reading
4. Scanning/ Reviewing.

Steps/Process in Case Analysis

 Step 1) study the case
 Step 2) identify the Problem

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 3

 BUSINESS COMMUNICATION (22MBA16)

 Step 3) formulate the problem in precise words

 Step 4) identify the cause of the problem
 Step 5) suggest alternative answers/solutions
 Step 6) evaluate each solution in terms of its relevance to the objective & the decision to
be taken
 Step 7) plan of implementation

Case analysis approaches

 Systems
 Behavioral
 Decisions
 Strategy

Study
the case
PROCESS OF ANALYZING THE
Identify the Define the
problem problem
Identify
causes of the
Develop
Alternatives
Evaluate
Alternatives
Develop Plan
of Action
Do’s of Case Analysis
1. Accept the fact that much of the material in the case is useless to your investigation.

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 4

 BUSINESS COMMUNICATION (22MBA16)

2. Realize that different professor, in different classes & disciplines, want you to conduct
different types of analyses.
3. Follow a logical, clear & consistent path through the case analysis.
4. Recognize the different between facts & inferences or suppositions.
5. Take a stand in your analysis & support it.
6. Recognize that a good written product really is produced in the rewriting.

Don’ts of Case Analysis

1. Don’t expect a right conclusion.
2. Don’t tell the instructor that you need more information before arriving at a decision.
3. Don’t expect cases to cover a single discipline or to lend themselves to a solution by a
given theory or concept.
4. Don’t expect your instructor to give you clear instructions on what he or she expects from
your analysis.
5. Don’t be so short sighted that you decide on a conclusion early in the analysis & become
locked into that conclusion.
6. Don’t feel that you have to solve all the problem in the case.

5 Ways to Put Your Best Self Forward.

• Stop Wasting Your Own Time. ...

• Feel Like It. ...

• Choose Your Surroundings Carefully. ...

• Sleep. ...

• Learn to Let Go. ...

In case you thought that there are no days off, or that you weren't permitted to have an off
day, you're wrong. ...
Introduction
 The job application starts you on your career; time and care must be given to the preparation
of CV and the cover letter which together make up the job application.

 In the letter you make certain claims about your abilities and traits.

 offer to add value to the prospective employer’s organization.

 It must show the prospective employer that your services are worth employing.

 It is not past history but a projection into the future, demonstrating what you can do and
will do for the employer’s benefit.
PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 5
 BUSINESS COMMUNICATION (22MBA16)

 The CV is not just a list of your degrees, diplomas and work experience.

Changing Scenario at the workplace

 The unstable work place changes in various factors like technology, mergers &
acquisitions, shareholder activism.

 Both employers & employees look for short term employment rather than life-long service
in the org.

 Many hire temporary staff on a project-to-project basis.

 Employer are interested in persons who can adapt quickly to diverse situations & working
conditions.

 Varied job experience, diverse skills, ability to work in ever-changing teams, are valuable
assets.

Changes in Employment Process

 Employers are most likely to look for candidates within their own org.

 Persons with various qualifications can easily move different functional areas.

 Employers also consider personal recommendations & contacts from their current
employees. Some companies give attractive incentives to hire new employees.

 Companies look for campus interviews, another rich source is CVs posted on employment
websites.

 Placing Ads in the newspaper method.

Application Letter
 A letter of application is a sales letter & one of the most important ones which sells,
not goods but the services of the writer.
 An application letter functions as a cover letter in the transmittal of the resume.
 Application letters are personal letters incorporating a few features of a business letter.
 The application letter you send with your resume provides you with your first
opportunity to present yourself to a potential employer.
 It is more than just a brief cover note in which you merely introduce yourself, ask the
employer to accept your application, and refer to your attached documents.

Your application letter is much more than a “cover letter” – when it is well done it:
 Introduces you to the employer.
 Highlights key information from your resume.

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 6

 BUSINESS COMMUNICATION (22MBA16)

 Tells the employer why they should consider employing you.

 Tells the employer why you are interested in them.
 Invites the employer to read further to find out more, and.
 Convinces the employer that your worth interviewing.

Tips for writing an effective Application

 Indicate in your letter that you have some knowledge of the organization to which you
are applying.
 Use simple, clear, & direct language.
 Focus on the employer needs.
 Use formatting such as bullets, bold & italics when appropriate.
 Do not use clipart.
 Use action verbs & phrases.
 Maintain a balance between professionalism & friendliness.
 Demonstrate enthusiasm & confidence.
 Check grammar, punctuations, spelling, including names & titles. Then your
application will be perfect.

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 7

 BUSINESS COMMUNICATION (22MBA16)

Covering Letter
 It is as important as the application letter.

 It is an application, short & sweet, telling the recipient that all the details are attached to it.

 It simply because it is supposed to tell or inform the employer about the details/ particulars
enclosed is not supposed to be a dull or lifeless note.

 Present yourself as a perfect fit for the organization.

 State how will you be useful to the employer.

 A successful letter reflects a personality that an employer would like to meet.

 Not more than one page.

 Use simple language avoid flowery phrase.

 Above all, show your distinctiveness.

Preparing CV

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 8

 BUSINESS COMMUNICATION (22MBA16)

 It is the presentation of yourself as the perfectly fitting candidate for the particular post.

 The best way to prepare CV is to make a detailed self-assessment.

 In the vast variety of kinds of industries, organizations, companies and jobs, choose a few
that you are the best qualified for.

 List 5 of your best achievements and find out what skills enabled you to achieve success

 Consider which skills would be valuable to an employer

 Examine your work experience, education, activities including any class projects and
volunteer work;

 Focus on the kind of work that you would like to do within the field

 Consider whether you like to work independently, with a variety of tasks, work with people
or products, machines or figures or writing

 Would you like to work in a changing environment or a predictable?

 Analyze the kind of job you want and why you want the job. What do you want to
accomplish by writing the CV?

 Anticipate the employer's needs. What does the employer want in his organization? From
an employee? From the CV he reads?

 Adapt your attitude to suit the employer’s needs and interest. It should be possible to frame
your career objective at this stage.

Common Details in CV
 Personal particulars
 Academic Qualifications
 Additional Qualification.
 Experience
 Additional Information
 References

Layout of CV

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 9

 BUSINESS COMMUNICATION (22MBA16)

Name
Address
Telephone
Nationality
Date of Birth
Marital Status

Education

Sl.
No Course Specialization Institute/ University Year of Passing %

Work Experience
Sl. Experience
No. Designation From To Total Experience Co
1 Till Date
2

Additional Information
[Link], Sports, Achievements, LANGUAGES KNOWN

References

Date Signature

Sequence of CV
 Heading: Name, Address, date of birth, Telephone No.
 Objective: To seek a management position.
 Education:
 Work experience:
 Awards & Honours.
 Activities:
 References.

RESUMÉ DOS AND DON’TS/ Guidelines

DO’S
 Indicate a specific job objectives or summary of qualification.
 Highlight Accomplishments
 Emphasize any education/ training/ experience related to your job objective.
 Give details of your professional activities supportive of your career objective.
 Use only one font size (12 pt) and one font style (Times New Roman, Arial)

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 10

 BUSINESS COMMUNICATION (22MBA16)

 Be consistent when using bold, italics, underlining

 Leave 2-3 blank lines between sections
 Use white, off-white, ivory or cream-coloured good-quality paper
 Use power words (action verbs—see handout)
 Use a header including your name and page number on the 2nd page
 Staple the pages with one staple in the top left corner
 PROOFREAD!!! and proofread again. Have someone else proofread for you.

Don'ts
 Do not use an uncommon CV format.
 Do not mention salary you expect.
 Do not give any gap in your experience.
 Do not give reasons for changing your earlier jobs.
 Do not be too brief or too lengthy.
 Do not use colored paper.
 Do not send hand written resumes.
 DON’T INCLUDE YOUR …
o Age/ birthdate • Marital status
o Sexual preference
o Religion • Social Insurance Number

Group Discussion
Definition & Intro
o Group Discussion is a modern method of assessing students/Applicant personality.
o It is both a technique and an art and a comprehensive tool to judge the worthiness of
the student and his appropriateness for the job.
o The term suggests a discussion among a group of persons.
o The group will have 8 & 12 members who will express their views freely, frankly in
a friendly manner, on a topic of current issue.
o Within a time limit of 20 to 30 minutes, the abilities of the members of the group is
measured.

Prerequisites of a Group Discussion

 Topics given by panelists
 Planning and preparation
 Knowledge with self-confidence
 Communication skills/ power of speech
 Presentation
 Body Language and personal appearance
 Being calm and cool
PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 11
 BUSINESS COMMUNICATION (22MBA16)

 Extensive knowledge base related to state, country and globe.

 Areas are politics, sports, science &trade commerce, Industry and Technology, MNC,
etc.
 Analyze the social, economical issues logistically .
 Listening skills
 Co-operation.

Benefits of group discussion

 provides chance to Expose:
 Language skills
 Academic knowledge
 Leadership skills
 people handling skills
 Team work
 General knowledge.
 Stimulation of thinking in a new way.
 Expansion of knowledge
 Understanding of your strength and weakness.
 Your true personality is revealed and qualities of leadership crystallize

Guidelines to improve performance in GD

DO’s
 Keep eye contact while speaking.
 Initiate the GD.
 Allow others to Speak.
 Speak clearly.
 Listen to others.
 Formal Dressing.
 Positive Attitude: Confident.
 Be short & Simplify the discussion.
 Make sure to bring the discussion on track
 Speak sensibly.

Don’t s
 Being shy /nervous / keeping isolated from G.D
 Interrupting another participant before his arguments are over
 Speak in favour ; example: Establish your position and stand by it stubbornly
 Changed opinions.
 Don’t make fun of any participant even if his arguments are funny.
 Don’t engage yourself in sub-group conversation.
PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 12
 BUSINESS COMMUNICATION (22MBA16)

 Don’t repeat and use irrelevant materials.

 Addressing yourself to the examiner.
 Worrying about making some grammatical mistakes, for your interest the matter you
put across are important.

Discussion techniques
o Join the group
o Support some other participant has said
o Support disagreement
o Make point very strongly
o Bring discussion back to the point
o Remember !speech is a powerful weapon.

Topics of Importance frequently discussed

 Is India Shining
 Mobile phones / Internet – a boon or nuisance
 Students focusing on software industry-good or bad
 Child marriage
 India 2020
 Daughters are more caring than sons
 Influence of western culture in Indian Universities
 Influence of computers in medical sciences

Inquiry Emails
How to Ask Interview Status: 2 Sample Emails
• Sample 1

• Dear Mr./Ms. [Recruiter or Hiring Manager],

• I enjoyed meeting you last week and wanted to share how excited I am about this
opportunity. Is there anything else I can forward along to make your hiring decision
easier?

• Sincerely,

• [Your Name]

Sample 2
• Dear Mr./Ms. [Recruiter or Hiring Manager],

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 13

 BUSINESS COMMUNICATION (22MBA16)

• Following up for the position of [position name], I’d like to inquire about the progress
of your hiring decision and the status of my job application. I am very eager to work
with your company.

• Thanks for your time and consideration, and I look forward to hear back from you
soon.

• Sincerely,

• [Your Name]

Interview skills
 An interview can be defined as an oral tool to test a candidate’s traits for employment or
admission to a premiere institution of learning.

 It is a conversation between two people.

Types of Interview

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 14

 BUSINESS COMMUNICATION (22MBA16)

 Panel interview
 Telephonic interview
 Lunch/Dinner interview
 Preliminary interview
 Sequential interview: Report to many.
 Skill based interview
 Academic interview
 Personality interview

Strategies for success at interviews

 Know yourself.
 Know the company.
 Know your job profile.

What does a job interview Assess?

 Clarity
 Depth
 Personality
 Self Awareness.
 General Awareness.
 Application of concepts to real life problems

Typical Questions
 About you

Tell me about yourself - Bring me up to date with your CV?

Why did you choose that particular degree programme?
What experience have you had that is relevant to this post?
What would you consider your major achievements to date?
 About the job

What interests you about this job?

What do you know about this organisation?
What other options are you considering?
How do you see your career developing – 5 years?
If you were Head of Department, what would be your priorities?

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 15

 BUSINESS COMMUNICATION (22MBA16)

 General knowledge

What do you think of the Government’s policy on college fees?

What’s your opinion of the Ryanair bid for Aer Lingus?
Qualities Employers Seek
 Good all-round intelligence
 Enthusiasm, commitment and motivation
 Good communication skills
 Team work ability
 Ability to solve problems
 Capacity to work hard
 Initiative and self-reliance
 Balanced personality

What creates a bad impression

 Poor personal appearance
 Negative attitude – evasive, using excuses
 Lack of interest and enthusiasm
 Lack of preparation
 Poor knowledge of role
 Failure to give concrete examples of skills
 Over emphasis on money/rewards
 Lack of career plan

Competencies required
 Adaptability
 Integrity
 Innovation
 Teamwork
 Initiative
 Drive for Results
 Know the Business
 Open Exchange of Information
 Makes Difficult Decisions

Other types of letters in business

 Letter of appointment.
 Letter of Acceptance
 Letter of Resignation

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 16

 BUSINESS COMMUNICATION (22MBA16)

 Confirmation in services.
 Promotion Letter
 Transfer Letter
 Termination/ Retrenchment/ Dismissal
 Letter informing Non Selection

Business etiquette ( Meaning)

Business etiquette is a set of rules that govern the way people interact with one another
in business, with customers, suppliers, with inside or outside bodies. It is all about conveying the
right image and behaving in an appropriate way.

21 Business Etiquette Rules You Should Never Break

Universal rules that will help you avoid awkward situations
1. REMEMBER NAMES

2. GREET EVERYONE

3. HANDSHAKE & EYE CONTACT

4. SHOW ATTENTION

5. INTRODUCE OTHERS

6. THANK YOU NOTES

7. PROOFREAD EMAILS

8. BE POLITE & PROFESSIONAL

9. BE ON TIME

10. DRESS APPROPRIATELY

11. PRACTICE GOOD HYGIENE

12. BUSINESS LUNCH RULE

13. TABLE MANNERS

14. NEAT WORKSPACE

15. RESPECT SHARE AREAS

16. DON'T OVERSHARE

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 17

 BUSINESS COMMUNICATION (22MBA16)

17. BE MINDFUL OF HOW OTHERS WORK

18. USE YOUR INSIDE VOICE

19. NONVERBAL CUES

20. PUT AWAY PHONE

21. DON'T BE A COMPLAINER

PROF. MANJUNATHA S, ASSISTANT PROFESSOR, MBA, SVIT, BENGALURU-64 18