Marketing manager course chapter 15

McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Chapter 15 Managing Communication McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Learning Objectives After reading this chapter, you should be able to: z Understand z Eliminate the process of communication barriers that distort the meaning of information z Analyze the basic patterns of organizational communication z Develop the skills of organizing and running effective meetings z Master electronic forms of communication such as e-mail and know when to use them z Work with an organization’s informal communication z Improve assertive communication, presentation, nonverbal, and listening skills McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved The Process of Communication z Communication is a process that involves the transmission of meaningful information from one party to another through the use of shared symbols z Communication is successful when meaning is understood McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved The Process of Communication (continued) z Two forms of information are sent and received in communication: ¾ Facts – bits of information that can be objectively measured or described ¾ Feelings – an individual’s emotional responses to decisions made or actions taken by other people McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Skills for Managing Communication A ssertive C om m unication Skills Presentation Skills Listening Skills N onverbal C om m unication Skills McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved The Communication Process C om m unication C hannel Noise Sender R eceiver (encodes m essage) (decodes m essage) Feedback Noise McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved The Communication Process: Feedback z Feedback allows the sender to clarify the message if its true meaning is not received ¾ Two-way Communications – communication channels that provide for feedback ¾ One-way Communications – communication channels that provide no opportunity for feedback McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved The Communication Process: Barriers to Effective Communication z Barriers can disrupt the accurate transmission of information z These barriers take different forms: ¾ Sender barrier ¾ Encoding barrier ¾ Communication channel barrier ¾ Decoding barrier ¾ Receiver barrier ¾ Feedback barrier ¾ Noise barrier ¾ Perception barrier McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Patterns of Organizational Communications z Communications z Possible in organizations can be complex barriers to communication includes: ¾ Differences in employee status and power ¾ Diversity ¾ Differences McGraw-Hill in interests © 2004 The McGraw-Hill Companies, Inc All rights reserved  .. .Chapter 15 Managing Communication McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Learning Objectives After reading this chapter, you should be able