Why effective communication matters to a business: change, stakeholders, brand and marketing

This week’s topics

Why effective communication matters to a business: change, stakeholders, brand and marketing

1. Driving change
2. Effective stakeholder engagement
3. Positive branding
4. Successful marketing campaigns

What you will be able to do

• 1.3 Discuss why effective communication is important to a business.

Activity

Start with this week’s 2 videos, then discuss how they apply to this week’s topic and note one example from a real business.

Study materials

Videos

• Branding · Oak National Academy, Key Stage 4 (GCSE level) · for registered students
• Using rhetorical devices effectively · Oak National Academy, Key Stage 4 (GCSE level) · plays on Oak’s website · for registered students

Further resources

• Business Communication for Success, ch. 1.1: Why is it important to communicate well? · PDF · Saylor (2012), communication as a core business skill; pp. 6–10 · for registered students
• Principles of Marketing, ch. 9.5: Branding and brand development · PDF · OpenStax (2023), brand identity; pp. 316–320 · for registered students
• Business Communication for Success, ch. 14.1–14.2: Persuasion and its principles · PDF · Saylor (2012); pp. 534–539 · for registered students
• Do negative emotions in social advertising really work? · Open-access article · Borawska et al. (2020), PLOS ONE. Tests emotional appeals in adverts with surveys and EEG: what persuades an audience and what backfires. · for registered students