Business Communication and Digital Marketing

This assignment delves into the essential principles of business communication within the context of digital marketing. It examines how concepts like intercultural communication, corporate communication, and nonverbal communication intersect with digital marketing strategies. The assignment also explores the role of various digital channels in industrial marketing communications and highlights best practices for effective B2B digital content marketing.

PRINCIPLES OF BUSINESS
COMMUNICATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Explain the importance of negotiation in a business environment .................................1
1.2 Explain the features and uses of different approaches to negotiation..............................1
1.3 Identify the components of negotiation tactics ...............................................................1
TASK 2............................................................................................................................................2
2.1 Explain the different types of presentation and their requirements .................................2
2.2 Explain how different resources can be used to develop a presentation .........................2
2.3 Explain different methods of giving presentations ..........................................................2
2.4 Explain the best practice in delivering presentations ......................................................3
2.5 Explain how to collect and use feedback on a presentation ............................................3
TASK 3............................................................................................................................................3
3.1 Explain the characteristics of bespoke documents ..........................................................3
3.2 Explain the factors to be taken into account in creating and presenting bespoke documents
................................................................................................................................................3
3.3 Explain the legal requirements and procedures for gathering information for bespoke
documents ..............................................................................................................................3
3.4 Explain techniques to create bespoke business documents .............................................4
3.5 Explain how to gain approval of bespoke documents .....................................................4
TASK 4............................................................................................................................................4
4.1 Explain the typical stages of information system development.......................................4
4.2 Analyse the benefits and limitations of different information systems............................5
4.3 Explain legal, security and confidentiality requirements for information systems in a
business environment.............................................................................................................5
4.4 Explain how to monitor the use and effectiveness of an information system .................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Business communication is information sharing between people within and outside an
organization that is performed for the commercial benefit of the organization (Viterbi and
Omura, 2013). Present report will provide an understanding about importance of negotiation in a
business environment along with the features and uses of different approaches to negotiation.
Further, different types of presentation and their requirements are also discussed along with the
methods of giving presentations.
TASK 1
1.1 Explain the importance of negotiation in a business environment
Negotiation is important as it enables individuals to build and maintain internal
workplace relationships, as well as relationships between other businesses. It also makes a
business more efficient (Leathers and Eaves, 2015). This means workflow can continue as
normal and progress isn’t slowed negotiation helps businesses operate more effectively and
achieve organisational goals. In all business environments, there will be times where negotiation
is needed, without it dissatisfaction or conflict may be created, and the main reason negotiation is
used is to avoid this, and to reach agreements without causing communication barriers in future.
1.2 Explain the features and uses of different approaches to negotiation
Being a good negotiator is an important skill to have as it benefits both the individual and
the business. However, the ability to negotiate involves many separate skills, these include;
preparation, being analytical, being an active listener and being a good verbal communicator.
Before a negotiation meeting, individuals must be prepared for any situation the opposite party
may present and be able to counter opinions in order to reach a mutually beneficial outcome
(Torrieri, 2015). A distributive approach is when two parties try to claim the maximum amount
for themselves; this is also known as a win-lose approach, as the intention is to “win” as much as
possible. A compromise approach is where the two parties are more interested in creating a
partnership and will settle for less than they asked for to avoid conflict.
1.3 Identify the components of negotiation tactics
Taking different approaches to negotiation means there are also different tactics that can
be used. It is important to learn tactics as it will be easier to recognise when they are being used
and which counter tactics to use against the opposite party (Kachersky and Lerman, 2013). From
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a business point of view, the incentives could include bigger shares, information about a
particular product or more advertising. Financial incentives within an organisation e.g.
bonuses/promotions, can also lead to improved work performance as employees are more willing
to do well knowing they will be rewarded for doing so; this is a really simple tactic to implement
and will yield good results.
TASK 2
2.1 Explain the different types of presentation and their requirements
Presentations come in a lot of different forms and have a variety of purposes. In the
business world, there are six main types of presentations.
Providing Information. This format encompasses anything from a team meeting that gives
updates on a project or upcoming event to a demonstration that shows product functions.
Informative presentation are very brief and to the point and factual (Addo, 2014).
Making a Decision. It’s time for the annual holiday party and ideas are being tossed around the
office.
Persuasive Presentations. The goal of a persuasive presentation is to influence a change in the
belief, attitude, or behavior of another person when that person has some degree of free choice
Instructional Presentations (Karjaluoto, Mustonen and Ulkuniemi, 2015). These presentations
give specific directions or orders. It is designed to teach something completely new to the
audience. Very thorough, and usually takes a long time.
2.2 Explain how different resources can be used to develop a presentation
Producing hand-outs allows the presenter to give more detailed information whilst saving
time to present the important parts, as well as giving the audience a copy of any diagrams or
graphs that may be needed in the future (Cornelissen and Cornelissen, 2017). When preparing
an electronic presentation, it is important to keep in mind the target audience and to produce
content suitable for the situation. The content must be understandable and include technical
terms to the appropriate degree. The slides must look professional and use a consistent
format/theme throughout; any transitions or animations that are used should also remain
consistent and must not distract or undermine the message of the presentation.
2.3 Explain different methods of giving presentations
Presentations can be displayed in a number of ways; electronically, paper based using
audience hand-outs, via video link e.g. international conferences, via a face-to-face discussion
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etc. Usually, presentations fit into one of four categories; informative, instructional, educational
or persuasive (Illia and Balmer, 2012). Each of these will have similar content and some themes
may overlap, however all types of presentation will have slight differences in the techniques used
in order to achieve the specific aim.
2.4 Explain the best practice in delivering presentations
It is important that all presentations are rehearsed, even if you are going to improvise.
This is so the speaker is aware of the timings of the presentation, so they can give a rough idea to
the audience and allow for any questions at the end (Lindridge, A. and et.al., 2013). It may
always be useful to create cue cards that contain key points; this means the speaker can refer to
the cards without reading from any slides.
2.5 Explain how to collect and use feedback on a presentation
To collect feedback, presenters could produce a short questionnaire/evaluation on how
informative/engaging etc the presentation was, including questions such as “what did you
like/dislike most about the presentation?” and “how aware/informed are you now of the topics
discussed?”, as well as incorporating questions regarding next steps e.g. “what action are you
going to take based on the presentation?”. For educational presentations, I would produce a short
quiz which focuses on the main points and quickly assesses the audience’s knowledge.
TASK 3
3.1 Explain the characteristics of bespoke documents
Bespoke business documents are documents designed for a specific organisation or
department. They are personalised to suit each business and can include letterheads, compliment
slips, invoices, business cards, leaflets, brochures and catalogues (Weske, 2012).
3.2 Explain the factors to be taken into account in creating and presenting bespoke documents
When designing different types of bespoke documents, different factors need to be taken
into consideration, however there should be a consistent style throughout, this is called a “house
style” where there is a preferred format and layout of documents produced (Bennett, 2013).
There are certain legal requirements companies must follow when producing business
documents, for example letterheads should include the full registered name of the companies, the
VAT registration number and the full address including the postcode.
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3.3 Explain the legal requirements and procedures for gathering information for bespoke
documents
In the UK, there are certain legal requirements organisations must adhere to when
producing business documents, for example letterheads should include the full registered name
of the organisation, the VAT registration number (if applicable) and the full address including
the postcode (Verčič, Verčič and Sriramesh, 2012). Usually, documents also include contact
details such as telephone numbers and an email address, as well as a website and the
director/senior manager of the organisation (Kachersky. and Lerman, 2013). Legally, documents
also need to be commercially sensitive and comply with copyright law; this means making sure
information included is not confidential and conforms to the Data Protection Act, as well as
making sure all information used is with consent.
3.4 Explain techniques to create bespoke business documents
It is important to remember when creating bespoke documents that the aim is to give a
good impression to other businesses or customers; to do this, documents need to be professional
and well thought out. An untidy, poorly-designed document can severely affect an organisation’s
reputation with its stakeholders (Rosemann and vom Brocke, 2015). Documents need to be
consistent throughout, this means the organisation’s logo needs to be the same on all documents
produced, as well as the general theme e.g. use the same font and style (bold/italic/underlined
etc) and colour scheme. Ideally, business documents should use no more than 2 different fonts,
as it may look messy with more than this. Fonts need to be readable, as well as in the correct
size; headings need to be larger than the main body of the text in order to differentiate, and there
should also be plenty of white space in between paragraphs to make it easier to read
3.5 Explain how to gain approval of bespoke documents
In the organisation, all letters are approved by my line manager before they are posted.
They are checked for spelling, grammar and punctuation, as well as making sure they read
correctly (proofread) (Illia and Balmer, 2012). In all documents, it is important to check dates,
times, amounts etc as these will not be detected when carrying out a spell-check on the
document; this is especially important for documents such as promotional posters/flyers as prices
and dates need to be accurate and up to date.
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TASK 4
4.1 Explain the typical stages of information system development
An information system is any system used to collect, organise and store data. Types of
information systems include: electronic databases, paper based system eg an archive of files,
stock control systems etc. Information systems are developed a number of different ways, and
various methodologies have been developed, these include; the waterfall model and the fountain
model.
The waterfall model is a sequential process used to develop information systems. The
process resembles a waterfall as progress steadily flows downwards through each stage of
development.
4.2 Analyse the benefits and limitations of different information systems
An effective information system will be able to provide the right information very
quickly. To monitor effectiveness, sampling of the end product needs to be carried out. Strategic
information is needed by senior management for decision making; this information will be found
in the Management system on Office 365 which provides managers with the information they
need (Matsuda, 2012). Management systems are used to analyse existing information, solve
problems with structure and allow managers to plan future plans. It offers access to databases
and analytical tools, as well as supporting the exchange of information within Street League
Limitations of electronic information systems may occur due a technical fault to the system
meaning that the system breakdown or there are problems with the quality of output
4.3 Explain legal, security and confidentiality requirements for information systems in a business
environment
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Information systems must comply with all legal procedures and legislation, including the
Data Protection and Freedom of Information Acts. These acts apply to all organisations
including; government departments, hospitals and health trusts, educational institutions, the
police etc (Holliman and Rowley, 2014). The Freedom of Information Act gives members of the
public the right to ask public bodies to disclose all information on a particular subject.
Organisational policies regarding security and confidentiality must also be considered. The
Acceptable Use Policy for IT covers the storage and retrieval of information, and how to behave
appropriately with online information, as well as who has rights to access; this ensures
information is kept confidential.
4.4 Explain how to monitor the use and effectiveness of an information system
Information systems offer decentralisation; this is the process of redistributing and
allocating tasks within the department, in turn this allows monitoring of operation at low levels
and frees up time of the managers (Dahlen, Lange and Smith, 2010). Overall, information
systems enhance communication and collaboration within a team as they aggregate information
efficiently and monitor general activity. It is possible to manage the effectiveness of an
information system by how quickly tasks are being carried out, as well as the quality of the end
product. An effective information system will be able to provide the right information very
quickly
CONCLUSION
The above file shows the process of business communication and information systems. In
this context the above file helps in developing understanding in negotiation in a business
environment. It further aids in understanding how to develop and deliver presentations. The
report covers how to create bespoke business documents. Eventually it assist in understanding
information systems in a business environment
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REFERENCES
Books and Journals
Addo, M.K., 2014. The reality of the United Nations guiding principles on business and human
rights. Human Rights Law Review. 14(1). pp.133-147.
Bennett, M., 2013. Basic concepts of intercultural communication: Paradigms, principles, and
practices. Hachette UK.
Cornelissen, J. and Cornelissen, J.P., 2017. Corporate communication: A guide to theory and
practice. Sage.
Guffey, M.E. and Loewy, D., 2012. Essentials of business communication. Cengage Learning.
Holliman, G. and Rowley, J., 2014. Business to business digital content marketing: marketers
perceptions of best practice. Journal of Research in Interactive Marketing. 8(4). pp.269 –
293
Illia, L. and Balmer, J., 2012. Corporate communication and corporate marketing: Their nature
histories differences and similarities. Corporate Communications An International
Journal. 17(4). pp.415 – 433
Kachersky, L. and Lerman, D., 2013. Bridging marketing's intentions and consumer perceptions.
Journal of Consumer Marketing. 30(7). pp.544 – 552
Karjaluoto, H., Mustonen, N. and Ulkuniemi, P., 2015. The role of digital channels in industrial
marketing communications. Journal of Business and Industrial Marketing. 30(6). pp.703 –
710
Leathers, D.G. and Eaves, M., 2015. Successful nonverbal communication: Principles and
applications. Routledge.
Lindridge, A. and et.al., 2013. Applying an ecological model to social marketing
communications. European Journal of Marketing. 47 (9). pp.1399 – 1420
Matsuda, A. ed., 2012. Principles and practices of teaching English as an international language
(Vol. 25). Multilingual Matters.
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Rosemann, M. and vom Brocke, J., 2015. The six core elements of business process
management. In Handbook on business process management 1 (pp. 105-122). Springer
Berlin Heidelberg.
Torrieri, D., 2015. Principles of spread-spectrum communication systems. Springer.
Verčič, A.T., Verčič, D. and Sriramesh, K., 2012. Internal communication: Definition,
parameters, and the future. Public relations review, 38(2), pp.223-230.
Viterbi, A.J. and Omura, J.K., 2013. Principles of digital communication and coding. Courier
Corporation.
Weske, M., 2012. Business process management architectures. In Business Process Management
(pp. 333-371). Springer, Berlin, Heidelberg.
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