This document outlines key concepts about communication in business. It defines communication and effective communication, explaining that the message received must match what was intended. It also discusses why communication is important for businesses, noting that it can increase sales, meet production targets, gain shareholder confidence, and build community image. The document aims to help readers understand communication and its relationship to achieving business objectives and strategy.

1. UN I T 2
COMMUNICATION IN
BUSINESS

2. LEARNING INTENTIONS (WHAT YOU
NEED TO KNOW AND BE ABLE TO DO)
• Outline the benefits of effective communication
• Explain the relationship between effective
communication and achieving business objectives

3. KEY TERMS
• Communication
• Objectives
• Strategies
• stakeholders

4. • For each ad – observe the following.
• What is the product?
• What is the key message?
• What made this ad so effective?
TOP 10 GREATEST AUSTRALIAN
TELEVISION COMMERCIALS EVER

5. • http://anthillonline.com/the-top-10-greatest-
australian-television-commercials-ever/?
TOP 10 GREATEST AUSTRALIAN
TELEVISION COMMERCIALS EVER

6. • Managing the Marketing Function
• Managing Public Relations
THIS TERM

7. KEY KNOWLEDGE

8. COMMUNICATION AND ITS
RELATIONSHIP TO BUSINESS
OBJECTIVES AND STRATEGY
• KEY CONCEPT
• Effective communication is crucial to achieving
business objectives.

9. DEFINATION OF COMMUNICATION
• Communication is a basic process involving the
exchange of information. A sender will pass a
message to another individual (a receiver), who is
expected to understand it.
• Effective communication occurs when the message
received and understood is the same as the sender
intended the message to be.
• The best way to make sure that there has been no
breakdown in communication is to seek feedback;
that is, the sender should check with the receiver
that the message has been relayed accurately.

10. THE BASIC COMMUNICATION PROCESS

12. WHY COMMUNICATION IN BUSINESS IS
IMPORTANT
• customers start to identify with a business and the
products or services it offers, leading to increased sales
• suppliers are more likely to supply stock on time,
enabling the business to meet its production targets
• shareholders become increasingly confident of the
business plan and future performance
• the community develops a positive image of the
business.

13. ESSENTIAL LEARNING ACTIVITIES
• Learning Activity 1 - Test your understanding and
application
• Questions 1-6 on page 263
• Learning Activity 2 - A solar eclipse
• Read case study on page 264 and answer
questions 1-3