CourseBM403

Week12 of 16

SemesterI

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This week’s topics

External communication: placing and receiving orders and seeking external advice

External communication: placing/receiving orders
Seeking external advice

What you will be able to do

4.1 Explain what is meant by the term ‘external communication.’

Study materials

Further resources

Principles of Marketing, ch. 4.1: The B2B market · PDF · OpenStax (2023); pp. 128–130 · for registered students
Entrepreneurship, ch. 8.6: Sales and customer service · PDF · OpenStax (2020); pp. 304–314 · for registered students
Business Communication for Success, ch. 17.1: Delivering a negative news message · PDF · Saylor (2012), responding to problems with empathy; pp. 648–660 · for registered students
Trust and commitment influences on customer retention: insights from B2B services · Open-access article · Gounaris (2005), Journal of Business Research. Business customers stay loyal when they trust the supplier and feel committed to the relationship. · for registered students
Complaints as starting point for vicious cycles in customer-employee interactions · Open-access article · Traut-Mattausch et al. (2015), Frontiers in Psychology. How a complaint can spiral when staff respond defensively, and how empathy breaks the cycle. · for registered students

Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.

Week 11 Week 13

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Course plan

Week 1: The concept of business communication as a process
Week 2: Models of communication: Berlo, Shannon and Weaver, and Sch…
Week 3: Linear, interactional and transactional communication model…
Week 4: Why effective communication matters to a business: change, …
Week 5: Elements of communication: source and receiver, medium, cod…
Week 6: Effective verbal and non-verbal communication
Week 7: Effective written and digital communication
Week 8: Midterm evaluation
Week 9: Internal communication: sharing information, giving feedbac…
Week 10: Ways a business communicates internally: tools and inter- a…
Week 11: Internal stakeholder analysis and internal barriers to effe…
Week 12: External communication: placing and receiving orders and se…
Week 13: Communicating externally: marketing, public relations, news…
Week 14: External stakeholder analysis and external barriers to effe…
Week 15: Review and coursework completion
Week 16: Final evaluation and project assessment

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