This chapter begins by evaluating the basic principles of communication. It highlights the importance of communication for business and management students. The chapter looks at a basic communication model, explaining how communication, both verbal and non-verbal, may be used to persuade others through processes of logic, emotion, and ethical arguments. It also considers barriers to communication and how we might overcome them. Finally, the chapter emphasises the importance of listening.
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Chapter
This chapter looks at brand communication, emphasizing the importance of understanding involvement and motivation to the development of an effective brand message. It addresses how a brand should be positioned and explores how to develop an effective positioning for a brand within marketing communication. The chapter then surveys the strategies needed in executing effective marketing communication, specifically advertising. The roles of brand awareness and brand attitude strategies, and how they must reflect how consumers go about making product and brand decisions in the category are all discussed. Finally, the chapter looks at options for delivering the brand's message, with a particular emphasis on digital media.
Chapter
This chapter explores how companies plan communication campaigns. It explains how this can be accomplished through the use of ‘marketing communications’. This chapter also describes the different aspects of the marketing communications mix: a set of tools, a variety of media, and messages that can be used in various combinations, and with different degrees of intensity, to communicate successfully with target audiences. The scope and functions of marketing communications, from its definition and theory to how it is planned for and implemented, are discussed. Afterwards, this chapter explores the elements of the marketing communication mix, including tools, messages, and media. Finally, the chapter explains how an integrated approach to marketing communications delivers a more efficient and effective outcome.
Chapter
This chapter introduces the concept of working with a team. It explores different types of teams and the roles people take in them in an effort to help an individual identify what type of team player they will be. Then, the chapter points out reasons why teams fail such as unclear goals, arguments, and missing details. It also highlights the impact of emotions and good communication on team dynamics. The chapter recognizes the significance of using technology when working and communicating in teams. It also explains the concept of emotional intelligence. It notes team building as a possible way to improve teamwork. The chapter looks into possible actions while working in a team such as anxiety management, identity management, and mindfulness.
Chapter
Perception and communication
Why is communication difficult to perfect?
This chapter begins by introducing perception as the way in which people interpret and make sense of the world around them. It shows how people develop mindsets and how these can develop into stereotypes. The chapter then examines theories of communication in organizations—the ways in which information and meaning are transferred between people. Communication is an important managerial activity, but one which is prone to miscommunication. Finally, the chapter discusses how technology, such as videoconferencing and email, facilitates communication. While technology can make communication more efficient, these communications media do not always convey the rich meaning and sense of human interaction that comes from face-to-face communication. This can leave communication through technology open to more instances of miscommunication, where a message can be perceived differently from its original intention.
Chapter
This chapter focuses on creative execution. It looks into the sources of creative ideas such as crowdsourcing. Additionally, the chapter highlights the importance of clear communication with the creative team amidst a campaign. It also notes the important requirements of creative ideas such as dramatized benefit claim, attention-grabbing, consistency, the requirement to be categorically relevant and adaptability across media. Moreover, the chapter explores how creative executions must match the roles that the target audience perform in the decision process. It differentiates logos, slogans, and taglines as well. The chapter then explores the concept behind social marketing communication. It narrates the role of creative research.
Chapter
This chapter addresses how clarity of communication is simultaneously the most important and the least important of the three aims of critical thinking. There are two main ways to communicate your thinking: written and spoken. As there is no ‘formula’ for either of them, both require practice to improve over time. Written communication is most common in the form of essays which require an academic writing style: neither too simple nor too complex, and neither informal nor ultra-formal. Academic conventions vary between disciplines but, in general, you should use topic sentences at the beginning of each paragraph to achieve a narrative that flows, use consistent terms, avoid the first person, and avoid subheadings. Introductory and concluding paragraphs are most important in essay composition to ensure arguments are clearly communicated. In formal oral presentations, you need to focus on the audience hearing and understanding your argument. This includes paying attention to voice, pace, tone, audience connection, complexity, structure, and visual aids. Nerves can impact your ability to effectively communicate spoken arguments, so you should use specific tactics to minimize this impact.
Chapter
This chapter takes a practitioner's view of the skills required to perform well as a management consultant which is based on years of personal experience and on the observation and teaching of many management consultants. It clarifies why a consultant needs skills that are different from any other managerial occupation. It also covers the challenges of working in a consulting role and three key processes in consulting: selling the work, delivering the work, and managing a consulting business. The chapter demonstrates how consultants should manage their time and set priorities for what they do in selling and management. It looks at key communication skills that consultants find useful in performing their work well.
Chapter
This chapter focuses on ways to deal with customers. First, it notes important details in relation to dealing with customers such as acknowledgment, listening, building rapport, trust maintenance, informing customers, problem ownership, and cultural issues. The chapter shows methods used by businesses to deal with clients or customers even though these methods might not work in the sales industry. It points out the importance of keeping the aim of helping customers to the right path instead of selling to them. The chapter notes the importance of building rapport with customers by having emotional intelligence and a significant level of sensitivity. It emphasizes the significance of communication, appearances, and first impressions.
Chapter
This chapter explores the nature and meaning of ‘change management’ focusing on ‘planned’ approaches to change. It examines several change management models and frameworks to give an overview of the main approaches to managing change. Then it explains the principal stages of planned change programs, as well as the impact of change on individuals. It then moves on to analyse aspects of change management in which HR departments have the most involvement. Finally, it considers managing individual-level change, communication, and designing human resource management (HRM) practices in support of change.
Chapter
This chapter explores the process of creating successful advertising and promotion. It notes the significance of being conscious of sending messages through advertising and promotion. Moreover, the chapter discusses the communication response sequence which was designed to show how communication works from a psychological standpoint. It highlights the importance of planning by referencing the five-step strategic planning process and the advantage of sequential planning. The chapter then compares the difference between the planning sequence and the communication response sequence while listing the behavioural steps of target audience action, communication effects, processing, and exposure.
Chapter
This chapter explores the management of global communications. It notes the changes and issues in marketing communication before looking at the debate on standardization and localization. The chapter explains the drive towards integration. It looks into advertising with reference to the case study of Bertolli spread. This is used as an example for global marketing communications in action. Moreover, the chapter discusses the planning of public relations, direct-response marketing, sponsorship, exhibitions, and trade fairs. It also examines planning and tools for online communications, such as advertising, sales promotion, publicity, and personal selling. Online communication is becoming more popular and can be evidenced by the fact that companies now spend aggressively to achieve an online presence.
Chapter
Baines Paul, Rosengren Sara, and Antonetti Paolo
This chapter focuses on the concept of the marketing communications mix. It acknowledges the struggle of organizations to find the right mix of tools, messages, and media that allows them to engage with their target audiences effectively and economically. Many organizations apply a range of different tools, messages, and media while also redistributing their investments in favour of digital or interactive media. Moreover, due to the dramatic influence of technology on the communication industry, organizations have to configure the communications mix considerably. The chapter also highlights the role of creativity in marketing communications, referencing the dimensions of originality and appropriateness.
Book
Larry Percy and Richard Rosenbaum-Elliott
Strategic Advertising Management is made up of five parts. The first part acts as an overview of advertising and promotion, and asks what is advertising and promotion? It looks at advertising across cultural borders. The next part is about planning considerations. The third part looks at developing a strategic plan. It talks about selecting the target audience, understanding their decision-making processes, determining the best position, developing a communication strategy, the media strategy, and digital media. Part Four is about how to make the strategy work. It looks at creative tactics and execution. The last part covers integrating advertising and promotion.
Chapter
This chapter discusses digital media. It notes the increasing doubt over the effectiveness of digital media in delivering messages despite growth in areas such as privacy concerns. Additionally, the chapter explains the history and development of the internet. It also includes the brand competition between Google and Amazon. The chapter highlights how digital media would need to conform to the processing requirements of a communication strategy. It also explores the rise of programmatic buying of advertising which sparked the increase of fraud, fake website traffic, and other unethical behaviour. The chapter then cites the cognitive consequence of smartphones.
Chapter
This chapter delves into the diverse ways in which information and communication technologies (ICTs) can be used to facilitate knowledge management processes which are compatible with the objectivist perspective on knowledge. It starts by revisiting the key features of the objectivist perspective on knowledge, focusing on their implications regarding the role that ICTs can play in knowledge processes. After this, the chapter then examines three different approaches of IT-enabled knowledge management that support the objectivist perspective on knowledge management. A brief exposition of combining different approaches into one software solution or knowledge management platform is done. Finally, the chapter presents a critical evaluation of objectivist approaches on ICTs and knowledge management.
Chapter
This chapter explores group dynamics. It looks into problem-solving strategies such as team evaluation, effort acknowledgment, and communication. The chapter delves into working in culturally diverse teams by showing that culturally-different team members will have different behaviours and communication methods. It identifies relationship, power, and uncertainty as challenges to the team dynamic. The chapter gives tips on how to amicably solve team problems through communication, negotiation, and mediation. It points out the significance of understanding unspoken messages in an effort to deal sensitively with colleagues. The chapter concludes with Carl Rogers' suggestion in establishing a good and trusting relationship through unconditional positive regard, empathy, and congruence.
Book
Kevin Gallagher
Essential Study and Employment Skills for Business and Management Students starts with an examination of graduate employability and developing skills for business and management. It argues that a student needs to understand how learning takes place and this will help them hone in on organization and communication skills. It is essential, the text argues, that the successful student understands how to locate information and improve their search skills. The text covers a number of other essential skills for business and management students and those include reading skills, writing skills, presentation skills, and teamwork skills. Next, the text examines creativity in addition to discussing the importance of well-being and managing stress. Finally, it looks at experience and CV development.
Chapter
Budgeting
Sam Makes a Smart Plan
This chapter highlights the significance of budgeting. It describes the process of preparing a budget, citing benefits such as planning, coordination, communication, and authorization. The chapter explains that an incremental budget is calculated by taking the previous year's actual figures and adjusting for changes like price inflation, while zero-based budgets calculate every number from scratch. The chapter also outlines a criticism of top down budgets and bottom up budgets. It also looks into the purpose of simple variance analysis. Next, the chapter mentions how budgeting is conducted to monitor the performance of variance and flexible budgeting. It cites the principles of variance analysis.
Book
Sarah Birrell Ivory
Becoming a Critical Thinker starts by considering what it is that makes someone a critical thinker and why critical thinking skills are worth developing. The text argues that there are many benefits to looking at the world through a critical lens. The book first defines critical thinking in direct relation to the university experience before proceeding to discuss the ways in which a learner can become more of a critical thinker. The second part of the book looks at the three aims of critical thinking: quality of argument, strength of evidence, and clarity of communication. The final part is about mastering the tools of critical thinking. There are five major tools that a good critical thinker should use: writing, reading, listening, speaking, and—perhaps obviously—thinking.
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