communication skills

SIR M.VISVESVARAYA INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

MMS (2012-14) SEMESTER I Retest DATE: 22-02-2013

SUB CODE: 1.8 Communication Skills MAX.MARKS: 60

DURATION: 3 Hours

NB : Question No.1 is Compulsory ( 20 marks)

Attempt any four questions from Question Nos. 2 to 7 (10 marks

each)

Q1-A) CASE STUDY

Internal Communications Tools Empower Abacus to FosterInternal Brand Engagement

Digital brand management tools such as screensaver messages, brand tutorials, desktopnewsfeeds and staff quizzes help Abacus share its new vision consistently and guide ongoingbrand management as the business evolves.March 24, 2010 -- Abacus International, Asia’s leading provider of travel solutions and services - has signed a contract with SnapComms to use the SnapComms’s internal communications tools to foster brand engagement amongst its employees. As part of internal brand building, Abacus was looking for an effective communications channel, other than theusual below-the-line activities, to drive long-term brand involvement and communications across the company. Abacus wanted to maximize the role of the workforce in creating and managing brand value Linda Koh, Director of Corporate & Marketing Communications, Abacus International, says “Brands can’t and shouldn’t exist in just logo, ads or collateral. In order for employees to embrace the brand, they need to live in the hearts and minds of those who work with them. Only then, the brand can become genuine and create positive experiences.” Together with this new communications channel, Abacus has aligned its internal brand campaign via brand excellence practices. Koh reiterates, “The SnapComms internal communications tools will allow us to educate employees around key brand messages and values, using not only a push strategy to facilitate brand dialogue, but also executing the program in a sustained manner.”Abacus uses the following SnapComms internal communications tools:

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• Screensaver Messages are leveraged with internal brand teasers deployed during the pre-launch and launch of the campaign. The screensaver messages contain count-down clocks, images, text, flash animation and video content to build momentum towards the launch of the campaign. Embedded hyperlinks allow staff to interact with specific messages and/or follow links to more information on the intranet or network.

• Staff Magazine Tool is used to publish weekly internal brand tutorials to educate employees on the new brand messages and values.• Scrolling News Feeds , which are executed on the employees’ desktop as “tickers”, help to remind staff of the weekly internal brand tutorials as well as any brand “Alerts”. Furthermore, they are deployed on an ongoing weekly basis to motivate staff on Abacus’ brand culture and values.• Staff Quizzes are used to “test” for understanding of key brand messages and lessons shared through the weekly brand tutorials. Abacus appointed Gosh Advertising as the brand communication agency to develop the strategic positioning of the brand and to help to define the values and personality that would launch the newly created campaign Kelvin Tan, General Manager of Gosh Advertising, says, “Abacus chose to partner SnapComms because it has innovative internal communications tools that are easy-to-use and SnapComms offer excellent customer support.”PRWeb eBooks - Another online visibility tool from PRWeb He continues, “The SnapComms tools also provide a range of ways to encourage and motivate staff to actively participate with the brand, and allow us to go beyond just internal communications – it allows us to inspire the confidence of its stakeholders too.” Delivering the project from brief to rollout within three months, Gosh Advertising, in partnership with SnapComms, has been able to leverage on this digital communications platform to demonstrate that brands are capable of creating added value for each individual employee.

About SnapComms:SnapComms provide internal communications and solutions to ensure that employee communications have more impact and become more effective, via channels such as; screensaver messages, desktop newsfeeds, visually branded pop up alerts, staff magazines featuring employee generated content, staff survey and quiz tools and employee discussion forums. The SnapComms content management system allows for targeting of messages andprovides full reporting on readership and uptake. SnapComms offers hosted and non-hosted solutions SnapComms has government and private organisations as customers in the UK, USA, Canada, South Africa, the Middle East, Australasia, Asia, the Caribbean and South America. The company’s offices are in Auckland, New Zealand and Goleta California. It is represented in Asia by Azynex.

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QUESTION: Q1. From the above case study what has Abacus used as internal communications tools? Q2. How has snapComms helped Abacus to Foster Internal Brand Engagement?

Q1-B) Write a letter to your institute requesting 5 days leave. Q1-C) Write a forwarding letter to an organization in response to the advertisement Appeared in “Ascent” Times of India dated 01st March’2013. (Name of the company and position applying for)

Q2. Any two from (a) or (b) or (c) ………………………………… (5X2) = 10 marks

a) What is a Memo.? b) What is a Business Report?c) What is CV writing?

Q3. Comment on Any two from (a) or (b) or (c) …………...……… (5X2) = 10 marks

a) Does Personality plays an important role in Management.b) Listening is an important communication skill.c) Code of conduct is a part of Business communication


a) What is group cohesiveness and factors leading to group cohesiveness ?

b) What are Barriers in communication and how will you overcome the barriers?

c) What are teams and team culture?


a) Define group and its stagesb) Define communication and its Process.c) Define interview and its types

Q6. WRITE SHORT NOTES ANY two from (a) or (b) or (c) ……… (5X2) = 10 marks

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a) What are different types of barriers and explain any two in detail ? b) What are the types of work place writing? c) What are the characteristics of Groups


a) List down 10 points on Dinning manners.b) List down 10 points on Self-grooming.c) List down 10 points on Manners for Business meet.

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