Assignment Title | Unit 4: Communication in Business | Assessor | Peter Green | Date Issued | 13th January 2015 | Hand in Date | 20th March 2015 | Duration (approx.) | 11 weeks |

Qualification suite covered | Level 3: BTEC Diploma in Business | Units covered | Unit 4 | Learning aims and objectives | The aim of this unit is to inform you that the collection and management of business information, and the successful communication of that information throughout a business, is critical for the future prosperity of the organisation.Learning outcomes:1. Understand different types of business information2. Be able to present business information effectively3. Understand the issues and constraints in relation to the use of business information in organisations4. Know how to communicate business information using appropriate methods | Durations (approx) | 60 hours | BackgroundCase studiesScenario | Proper collection of data creates an environment where informed decisions can be taken for the benefit of the business. In order to manage information effectively, there must be good communication systems within the organisation, and staff must possess good verbal and written skills in order to communicate and share information. Throughout this unit, you will be researching how one organisation obtains and provides information verbally, via written context, and with the use of multi-media.You have been given the choice of the following organisations to research in order to meet the criteria for all tasks: * -------------------------------------------------
The Greater Manchester Police ( www.gmp.police.uk) * -------------------------------------------------
The Manchester College (www.themanchestercollege.ac.uk) * -------------------------------------------------
The NHS ( www.nhs.uk)Or, you could choose another organisation you are very familiar with regards to their functional areas and how they communicate. If you are involved in paid work, you may want to use them as your case study because you may have direct dealings with people in different operational areas.You are the new managing director of the organisation you have chosen and are investigating how your departments communicate information internally and externally, for what purpose, where it comes from, and the requirements of the people receiving the information (audience).You are concerned that the information can also look boring and lengthy in text, and, with your management team, you are looking into how it can be communicated in a more dynamic way using more creative techniques and formats.You are also aware that you need to comply with legal, ethical, and operational issues as the new ideas and policies are presented/produced. |

Task 1 | Types of business information and audience requirements [P1, M1, D1 and P7]You are focusing on 6 pieces of information to sample the effectiveness of communication techniques used in your business, and to be able to analyse and evaluate their contribution to making strategic decisions such as marketing a new policy/product.Two should be verbal (one internal, one external), two written in nature (one internal, one external), and two multimedia (one internal, one external). The choice of each is yours but choose those that you are familiar with after researching the organisation thoroughly. Note: Multi-media should include on screen information. You will then analyse each stating its purpose, where it has come from, and establish the audience characteristics receiving the information to avoid misunderstanding or confusion.Refer to your organisation’s main strategic objectives and evaluate how the information you have chosen to sample helps them to meet these objectives using very clear examples. |

Task 2 | Convert information into more dynamic formats [P2]Now you have found and analysed your information, you have decided to convert three pieces of information from the six into other formats before you present it to your team in order to appeal to a variety of learning styles. You decide whatever formats you like as long as they are presented professionally and logically.The original formats can be taken from charts, text, graphics containing data, videos, websites, news articles, spreadsheets etc. and converted into any other appropriate format. 1. |

Task 3 | Evaluate and produce corporate communications [P3, P4, D2]Look at two external corporate communications used by your organisation to convey their image to the general public and evaluate them stating, with examples, how effective you think they are in accurately communicating the key message of the organisation (positives and negatives). Also evaluate how using these communication methods help the organisation to become more successful in the achievement of their communication objectives.This should include two of any of the following: * Mission statement (organisation’s website) * Advertising/promotion (www.tellyad.com will help here) * Packaging * Livery (company logo, uniforms, corporate colour) * Straplines * Sponsorships * Celebrity endorsementsIn conclusion, you have decided to improve the corporate image. You have asked the marketing department to produce a new design which could take the format of one of the following: * A poster informing the general public of new information about the organisation they need to be aware ofOR * A new logo which will be very different to the original to convey a more dynamic messageOR * New branding for their vehicles or promotion on public transport (Metro, bus, or taxi) | Task 4 | Legal, ethical, and operational issues faced by organisations when using business information [P5, P6, M2]You have decided that your existing induction pack for new employees must be poor because too many members of staff have been dismissed for legal or ethical reasons when communicating information incorrectly.They have not followed organisational policy on other occasions and this has resulted in further disciplinary and injuries in some cases (ignoring health and safety issues).You have therefore decided that your Human Resources Department should produce an induction pack providing information on complying with the following organisational and legal requirements:Legal: (not the acts themselves but how they must be adhered to using a clear organisational example for each): * Data Protection Act 1998 * Freedom of Information Act 2000 * Computer Misuse Act 1990 * Health and Safety Act 1974 Operational/ethical: * Security issues based on e-mail and internet use * The need to back up information * A new policy that has just been implemented Explain why they should be followed using clear examples for each related to your organisation. This could be in a table or report format but written as if you are communicating directly to the employee. |
Unit criteria

Suggested Reading

Textbooks
Bevan J, Dransfield R, Coupland-Smith H, Goymer J and Richards C – BTEC Level 3 National Business Student
Book 1 (Pearson, 2009) ISBN 9781846906343
Bevan J, Goymer J, Richards C and Richards N – BTEC Level 3 National Business Student Book 2
(Pearson, 2009) ISBN 9781846906350
Coupland-Smith H and Mencattelli C – BTEC Level 3 National Business Teaching Resource Pack
(Pearson, 2009) ISBN 9781846906367
Argenti P – Corporate Communication (Irwin McGraw-Hill, 1998) ISBN 0256-21723-8
Davies C – Finding and Knowing: psychology, information and computers (Routledge, 2004) ISBN 0851424546
Lowe M – Business Information at Work (Europa Publications, 1999) ISBN 0851424031
Niederst J – Web Design in a Nutshell: A Desktop Quick Reference (O’Reilly, 2001) ISBN 0596001967

Websites news.bbc.co.uk/1/hi/business The business pages of the BBC website www.bized.co.uk A business education resource site www.thetimes100.co.uk The Times 100 case studies