Course Plan

KG1 WAC3

Written Analysis and Communication

(Ms. Anjali A.)

Term II
December 2017 – February 2017

Batch no 26

Programme: Post Graduate Diploma in Management (PGDM)

SCMS COCHIN SCHOOL OF BUSINESS

Faculty : HOD:
Dean :
Director :
 Table of Contents

1. COURSE PROFILE:.............................................................................................3
2. COURSE OBJECTIVE/S: ……………………………………………………………..................3
3. COURSE OUTLINE (SYLLABUS)..........................................................................3
4. COURSEWARE:..................................................................................................4
5. LEARNING OUTCOMES:......................................................................................4
6. THE INTERNAL ASSESSMENT.............................................................................5
6.1 MILESTONES / IMPORTANT DATES....................................................................5
6.2 RUBRICS FOR ASSESSMENT...............................................................................5
7. SPECIAL INFORMATION ON COURSEWORK.......................................................6
8. MID TERM EXAMINATION COVERAGE AND QP PATTERN....................................6
9. END TERM EXAMINATION COVERAGE AND QP PATTERN....................................7
10. Course Implementation : Module and Session Plan.................................................8

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1. Course Profile:

Course Title Written Analysis & Communication

Number KG¹WAC³
Programme Post Graduate Diploma in Management (PGDM)
Total Credits 3
Total Number of Sessions 24
Session Duration 1 hr 15 mins
Faculty/course facilitator Ms. Anjali A.

2. Course Objective/s:

The course will enable students to:

 Enhance the writing competence for diverse business context.
 Compose business messages for diverse electronic media
platforms
 Apply the basic principles of effective business writing to construct
clear, concise business messages.
 Compose targeted cover messages, and different types of print and
electronic resumes.
 Familiarize the components of report writing and identify the
different types of reports used in the business context.
 Plan and lead effective business meetings by preparing the agenda
and minutes.

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3. Course Outline (syllabus)
Mod Weig Description
ule ht- (list the topics covered under the course )
no age
Introduction to Business Writing – Adaptation &
1 10% selection of words- Construction of clear sentences &
paragraphs- Writing for effect
Crafting messages for Electronic Media- Email, User
2 15% generated content sites, websites, and instant messages
Preparing routine business documents- Business
3 25% letters- Directness in routine & positive messages- The
general direct plan- Routine inquiries- Adjustment grants-
Order acknowledgements- Claims – Indirectness in bad
news messages and Persuasive messages- Refused
requests- Adjustment refusals- Credit refusals
Writing Employment messages – Writing Resumes-
4 15% Resume Design- Resume Styles-conventional and electronic
resume(Info graphic, video, creative professional)- Job
Application Letters
Report Writing –Types of reports- Basics of Report
5 25% Writing- Report Structure- Organization & Content of
Longer Reports- Objectivity & Time viewpoint-Planning &
Placing Graphics- Writing the Executive Summary
(Conventional & Info graphic) -Documenting Sources for
Reports- Citing references & Preparing a Bibliography-
Bibliographic generators (MS word and online)
10% Managing Meetings- When to call and how to conduct a
6 meeting-Preparing Agenda & Minutes - Meeting etiquette
100%

4. Courseware:

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Book/ Journal Author Year/ Publisher
Title/ edition/volume
Business Oxford
Meenakshi Raman &
Communicatio 2012 University
Prakash Singh
n BC Press
Business Raymond V. Lesikar,
Communicatio Marie E. Flatley, 2009, 11th
Tata
n- Making Kathryn Rentz, & ed.
McGraw
Connections in Neeraja Pande
Hill
a digital world
BC-MCD
Carol M.Lehman,
Cengage
BCOM Debbie D.Dufrene, & 2013
Learning
Mala Sinha
Business
Bovee, Thill & Pearson
Communicatio 2010
Chatterjee Education
n Today BCT
Basic Business Raymond V Lesikar&
Tata
Communicatio Marie E Flatley th
2005, 10 ed McGraw
n
Hill
BBC
Business Tata
Communicatio Mathukutty M. McGraw-
2001
n Strategies Monipally Hill
BCS Publishing
Managerial
Communicatio Tata
n- Strategies McGraw-
Geraldine E.Hynes 2010
and Hill
Applications Publishing
MC

5. Learning Outcomes:

Students will be able to:

 Create clear, concise, effective, audience and purpose specific
business messages.
 Craft effective business messages for varied electronic media
platforms.
 Distinguish the components of formal reports, place graphics
appropriately and properly document sources.
 Design an effective resume and cover letter.

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  Prepare the agenda and minutes of a meeting and conduct a
business meeting effectively.

6. The internal assessment

The internal assessment shall be based on the following Evaluation

Criteria

Criteria Pre Mid Post Mid Total Marks

term term
Mid Term Exam 20
1. Test I 5 5
2. Electronic media- 10 10
Blog/Content Writing
3. Test II 10 10
4. Assignment (Info 15 15
graphic, Video &
Creative Professional
resume)
5. Test III 5 5
6. Assignment (Executive 5 5
Summary)
Total 25 25 70

7. Milestones / Important Dates

Sl. No. Course work / Assessment (Assignment / Class Indicative Date/

Test / Project/ Presentation case analysis etc.) SESSION number
1. Test I Session 5
2. Assignment (Thematic Blog & Content Writing) Session 8
Session 10
3. Test II Session 10
4. Assignment (Info graphic, Video & Creative Session 15
Professional resume) Session 17
5. Test III Session 20
6. Assignment (Executive Summary) Session 22

6.2 Rubrics for assessment

RUBRICS FOR ASSIGNMENT

(10 arks to be converted to 5 marks):

(a) Thematic Blogs & Content Writing Rubrics:

First Reader- 1 mark; Respondents- 1 mark; Searchers- 1 mark

Crit Excellent Good Average Below Unsatisfacto

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eria Average ry
85%-100% 70% but 60% but 40% but Below 40%
<85% <70% <60%
Ideas & Content (2)

The student The student The student The ideas The ideas
has original has some expresses some expressed are expressed
ideas and original ideas. ideas. The not necessarily are not
expresses Majority of ideas majority of original, and are original, often
them clearly. are related to ideas are not not usually confused and
The great the subject related to the connected to are not
majority of matter. subject matter. discussions connected to
ideas are around the discussions
related to the subject matter. around the
subject subject matter.
matter.
The student The student The student There is very The student
Enhancement (1)Use of

greatly enriched the enriched the little evidence did

enriched space to some space to some of nothing to
their space extent using extent using multimedia enhance
using video, video, audio, video, audio, enhancement or personalize
audio, images images or images or and it is the
or other add- other add‐ons other add‐ons, primarily text space.
ons but they are not based.
appropriate to
the theme.
Writing Quality(4) (10%)

Posts are well Posts are well Posts are Posts show a Posts are of
written, clear written but not written but casual writing very poor
and concise, concise and lacks clarity and style with a lack quality. There
and are follow some of conciseness. of attention to is no evidence
characterized the writing style. The content style. Pays little of reading
by elements The content demonstrates attention to other
of a demonstrates that the student other reading information in
strong that the student has read only and mostly order to form
writing reads few parts and repeat previous new
style. The moderately, and then attempted personal views. meaning of the
content attempts to to synthesize topics at hand.
demonstrates synthesize information and
that the information and form new
student is form new meaning .
well meaning.
read,
synthesizes
learned
content and
constructs
new meaning.
(b) Resume Writing Rubrics:

Criteria Excellent Good Average Below Unsatisfacto

Average ry
85%-100% 70% but 60% but 40% but Below 40%
<85% <70% <60%

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 Appearance Polished, Visually Visually Visually Untidy and
neat adequate, fills unappealing, unappealing, haphazard
presentation, one page but extends to 2 extends to 3 writing, with
Fills 1 page looks cluttered, pages, looks pages, errors.
Grammar, Spelling,

without few spelling, cluttered and cluttered and

cluttering, grammar, not properly not aligned.
Punctuation

No grammar, punctuation aligned, 3 or 4 Several

spelling, errors but does grammar, grammar,
punctuation not hinder the spelling, spelling,
errors overall punctuation punctuation
communication errors that errors
hinders the
overall
Resume Sections (30%)

communication.
Experience (10%) Education (10%) Objective (20%) Header (10%)

Accurate, Accurate & Accurate but Incomplete, but Incomplete,

complete, complete, only not complete, mostly follows Does not follow
polished, few guidelines guidelines guidelines guidelines
follows are followed mostly followed
guidelines

Specific to Only specific to Too general, Objectives are Vague &

position, job position, Objective lacks vague and unclear, Does
related Follows clarity and unclear. It does not follow
skills. guidelines purpose, At not follow guidelines at
Follows specific to times detracts guidelines all
guidelines objectives from guidelines
specific to
objectives
Includes all Includes all key Includes all key Some key Some key
key elements, elements, information is information
elements, Organized Information not missing and missing
Organized properly, organized not at all
properly. properly. organized.

Effective use Some use of Ineffective use Action verbs No use of

of action action verbs, of action verbs, not used action verbs,
verbs, Some results, vague properly, not Not results
quantifiable Limited use of explanation of results oriented, does
results. industry industry specific oriented, does not use
Appropriate specific language, job not use industry
use of language, job roles not industry specific
industry roles explained specific language, job
specific sufficiently clearly language, job roles not
language, explained roles not explained
job roles explained
properly
explained

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 (10%)Skills Activities/ Honors 10%)
Leadership Leadership Shows position/ Leadership and Not mentioned
& identified, membership accomplishmen
accomplishm identifies only ts not clearly
ents strengths identified
identified,
focus on
strengths

Specific to Stated but less Too generic Unrelated to Not mentioned

position/ related to position/indust
industry position/ ry
industry

(c) Individual submission of the executive summary (5 marks)

Crit Excellent Good Average Below Unsatisfactory

eria Average
85%-100% 70% but 60% but 40% but Below 40%
<85% <70% 60%
Clarity/Organization (30%)

*Includes a *Organization *Organizatio *Organization *No organization

clear thesis with an n with an of pattern evident
statement and appropriate introduction, introduction, *No paragraphing
an effective introduction, body, and body, and indentations
conclusion body, and conclusion conclusion not *Ideas are randomly
*Ideas are conclusion * clear arranged and poorly
organized into *Paragraphing Paragraphing *Paragraphing explained
separate and transitions and and transitions *Demonstrates little
paragraphs and are used transitions are not used knowledge of key
transitions are efficiently are used *Ideas are issues
used *Ideas are somewhat randomly
appropriately to logically appropriately arranged and
indicate clear organized and *Ideas are not sufficiently
flow of thought sufficiently randomly explained
* Ideas are elaborated arranged and *Not very
logically and *Shows sufficiently clear about
coherently sufficient explained key issues
organized and knowledge and
effectively understanding
elaborated of key issues
* Demonstrates
thorough
knowledge and
understanding
of key issues.

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 (30%)Efectiven *Includes all the * Includes at * Includes at *Does not * Includes less than
elements of ES least 5 of the least 3 of the include 3 of the listed
(Purpose, listed elements listed essential elements
Objectives, * Explanation elements elements * Poor summarizing
Methodology, of only few *Few *Not all the skills demonstrated
Analysis, elements and elements are elements are
Conclusions, summarizing adequately adequately
Recommendatio skills are explained explained and
ns) adequate and summarizing
* All the summarizing skills are
elements are skills are not lacking
effectively adequate
explained and
good
summarizing
skills
demonstrated
*Sentence style *Sentence *Sentence *Sentence *Sentence style and
Skill In Word Economy (20%)

and word style and word style and style and word word economy are
economy are economy are word economy are ineffective/
perfect effective/ economy are vague inappropriate
appropriate somewhat
effective
(20%) ,Spelling

*No to *Few errors *More errors *Errors limit *Errors completely

negligible errors that do not and they limit overall hinder
detract from parts of communicatio communication
overall communicati n
communicatio on.
Grammar

n
Punctuation

7. Special information on Coursework

 The pre-midterm session evaluation consists of assignment- group evaluation
(thematic blogs), and two tests.
 For thematic blog group evaluation, students will be divided into a group of
three. They will develop a personal thematic blog related to business, of
personal interest and consistently post a variety of on theme content
throughout the term. Each group member has to post minimum of three posts
(pre midterm). Each post should have a minimum of 250 words. Plagiarism will

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 be marked 0. Each student need to play three roles during pre-midterm. First
readers (These students are responsible for posting initial insights related to
the theme), Respondents (Students build upon, disagree with, or clarify the
first readers’ posts), and Searchers (Students find and share at least one
relevant online resource. In addition to linking to the resource, the searchers
provide a short evaluation of the resource, highlighting what makes it
worthwhile, unusual, or, if appropriate). The themes from which students can
select the blog are: advertising (print/video), latest corporate news in specific
sector, latest trends in social media, various brands, influential leaders, famous
quotes, entrepreneurs, posts that changed your mind about something.
 The post-midterm assessment includes assignment- group evaluation (Info
graphic resume/ video resume/ other multimedia resume), test, and
assignment.
 For group evaluation, students will be divided into a group of three. They will
have to make a video resume of one student in the group, info graphic resume
of another student, and other multimedia resume of another student in the
group.
 Sessions will be interactive and students are expected to read the assigned
chapters and be prepared for the session.
 Proofread assignments before submission. Assignments suspected of
plagiarism will be marked 0.

8. Mid Term Examination Coverage and QP pattern

Section A Short notes/ Objective Questions

Section B Descriptive Questions

Section C Case Analysis/ Contemporary Questions

9. End Term Examination Coverage and QP pattern

The end term examination shall be for 3 hours and shall cover all the
topics that are envisaged in this plan and the pattern will be as
follows:

Section A Short notes/ Objective Questions

Section B Descriptive Questions

Section C Case Analysis/ Contemporary Questions

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10. Course Implementation: Module and Session Plan
Module Evaluation
Topics Pedagogy/ Activity Courseware (Cases/ readings/ (specify assessment
Num Sessions (Lecture, discussions, book & chapter references) tool )
ber Weightage presentations, seminar
(% of total etc.)
content)
1 Introduction to Business Basic Business
Writing Lecture, class Communication. Lesikar
exercises, videos, & Flatley.Chapter 2. Test I
2 Business Writing contd. power point Business Communication
presentations Today. Bovee, Thill &
1
10% 3 Business Writing contd. Schatzman.Chapter 7.
Business Communication.
Raman & Singh. Chapter
4.
Test I

4 Crafting messages for the Business Communication Assignment

electronic media Today.CourtlandL.Bovee, (Thematic Blog &
John V. Thill, Content Writing)
5 Crafting messages for the &AbhaChatterjee.
2 electronic media cont. Chapter 6,7.
15%
6 Crafting messages for the Lecture, class Business Communication.
electronic media cont. exercises, and Raman & Singh. Chapter
power point 6.
presentation

25% 7 Letter writing & Memos Basic Business

3 contd. Communication.
Raymond V.Lesikar&
8 Directness in routine & Lecture, Marie E. Flately.Ch 5,6,7.
positive messages discussions, and
 9 Writing a good news letter power point Business Communication Test II
presentation Today.CourtlandL.Bovee,
John V. Thill,
10 Indirectness in bad news &AbhaChatterjee.
letter Chapter 7,8,9.
11 Writing a bad news letter Business Communication:
Meenakshi Raman &
Prakash Singh. Chapter
5,6.

Test II

12 Employment Communication Basic Business Assignment (Info

– an overview Communication. graphic, Video &
Lecture, class Raymond V.Lesikar& Creative
13 Writing a resume exercises, videos Marie E, Flatley. Chapter Professional
& power point 9. Resume)
14 Types of resumes presentations Business Communication
Today. Courtland L.Bovee,
4 15%
John V. Thill,
15 Writing a cover letter &AbhaChatterjee.
Chapter18,19.
Business Communication.
Meenakshi Raman &
Prakash Singh. Chapter
9.
5 25% 16 Report writing – Basic Business
Introduction Communication Raymond
V Lesikar& Marie
17 Types of Reports E.Flatley, Chapter 12, 13,
Lecture, class Appendix E. Test III
18 Documentation exercises, power Business Communication
point Today. Courtland L.

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 Test III presentations & Bovee, John V. Thill, &
discussions Abha Chatterjee, Chapter
15, Appendix B.
19 Report writing –Framing of
the report
20 Report writing and placing Assignment(Execu
of graphics tive Summary)

21 Writing the Executive

summary
22 Writing the Executive
summary contd.
23 Managing Meetings Lecture, class Business Communication.
exercises, power Meenakshi Raman &
point Prakash Singh. Chapter
24 Writing the Agenda and
6 10% presentations & 14.
Minutes discussions Business Communication
Strategies. Mathukutty
Monipally.Chapter: 7

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