Business Communication & Technologies 2008
Sample assessment instrument and student responses
Supervised assessment: Extended written
response (Workplace communication)
This sample is intended to inform the design of assessment instruments in the senior phase of
learning. It highlights the qualities of student work and the match to the syllabus standards.
Criteria assessed
• Reasoning processes
Assessment instrument
The response presented in this sample is in response to an assessment task.
Task
Using the scenario below, provide advice to the management of Aussie Food in the form of a 500–800
word report.
• Interpret and analyse the workplace communication techniques demonstrated at Aussie Food.
Evaluate each aspect of your analysis.
• Make recommendations for continuing current practices or recommend actions to improve
communication in the workplace. Justify each recommendation.
Scenario
The Commissioner of Aussie Food, Petrea Schmidt, decided to call a team meeting in the conference
room. Aussie Food was part of the Australia display at the World Food Fair 2011. Petrea called the
meeting to evaluate the trade display, staff performance and presentation during the Fair. Some of the
staff who needed to participate were still overseas at the Fair, while a few of the key people had
returned to Australia. As Petrea walked through the reception area to talk to her staff, she stopped to
compliment the receptionist, Veronia, on how clean and tidy the reception area was and how healthy
the plants looked. She asked Veronia to send out some sort of communication to the staff to alert
them of the meeting details.
Petrea wanted to discuss a number of issues with the staff. She met with the Manager, Charles Owen,
to talk about what she wanted to say to them. She knew that some of her staff were not going to be
happy with what she had to say, so she chatted to Charles about some of the issues to try and resolve
in her head what she wanted to say. Charles listened to Petrea attentively and asked clarifying and
probing questions about what she wanted to say to the staff. Petrea sorted out the best strategies to
use.
Aussie Food had received a complaint from a customer against the Pavilion guide, Gary Kruger.
Petrea spoke to Gary about it and he appeared quite defensive, standing and listening to Petrea with
his arms crossed and a frown on his face. However, he said: “I agree that I was insensitive and I am
happy with what you are telling me to help me improve my customer service skills. I will do what you
say next time. I hadn’t thought about it before”.
At the meeting, Petrea wanted to know how the staff had experienced the Fair, in order to determine
what improvements, if any, needed to be made. So she asked the question: “Did you have a good
experience at the Fair?” She was hoping for a lot of useful information from them.
Petrea spoke to the staff about their presentation skills. Many of them had been required to present
talks and seminars during the Fair. Petrea complimented Joanne in particular on her energetic
presentation skills and her practice of moving her eyes around the room. However, Petrea was less
complimentary to Graham, pointing out that he scratched his nose too often.
Veronia had drafted a letter (see below) to the winner of the Aussie Food Competition, which had
been running in recent months. The winner was to receive an Australian landscape painting and a
hamper of Australiana items. Veronia wanted to know if the letter was appropriate to send to the
winner, and asked Charles to look at it for her.
Petrea thanked all the staff for their enthusiasm and their ongoing commitment to their jobs and to
Aussie Food.
2 | Business Communication & Technologies 2008: Sample student assessment and responses
Instrument-specific criteria and standards
Student responses have been matched to instrument-specific criteria and standards; those which
best describe the student work in this sample are shown below. For more information about the
syllabus dimensions and standards descriptors, see www.qsa.qld.edu.au/5699.html.
Reasoning
processes
Standard A
Standard C
The student work has the following
characteristics:
The student work has the following
characteristics:
•
effective and consistent interpretation,
analysis, synthesis and evaluation of
information
•
basic interpretation, analysis, synthesis
and evaluation of information
•
development of logically reasoned
arguments, valid conclusions, appropriate
and justified recommendations to
business-related issues and problems
•
development of reasoned arguments,
conclusions and recommendations to
business-related issues and problems
•
communicates information consistently
and effectively to a business standard for a
variety of purposes and audiences.
•
communicates information for a variety of
purposes and audiences.
Note: Colour highlights have been used in the table to emphasise the qualities that discriminate
between the standards.
Queensland Studies Authority February 2012 | 3
Student response — Standard A
The annotations show the match to the instrument-specific standards.
Comments
Communicates information
consistently and effectively
to a business standard for
a purpose and audience.
Effective communication with businesses and workplaces is vital. It is
essential for colleagues to be able to demonstrate effective
communication skills within a workplace for the business to run efficiently.
Communication covers verbal and nonverbal as well as written forms
such as email. The Commissioner of Aussie Food, Petrea Schmidt, is
holding a team meeting about the company’s recent experiences at the
World Food Fair 2011. This report will analyse the workplace
communication techniques demonstrated by Aussie Food employees and
outline which techniques should continue to be used. Recommendations
to improve workplace communication will also be made.
Team meetings
Effective and consistent
interpretation, analysis,
synthesis and evaluation
of information
Development of logically
reasoned arguments,
appropriate and justified
recommendations to a
business-related problem
Inclusion of headings
adds structure to the
report — demonstrates
student is able to
communicate effectively.
It is constructive that Petrea has decided to host a team meeting. A staff
meeting is an effective way for staff to share their experiences and
thoughts. Through face to face communication, decisions can be made
instantly on issues and improvements. It also provides staff with the
opportunity to have their views heard and fosters a team environment as
staff feel their opinions are valued. It is recommended that Petrea
continues to hold team meetings. It is important that all staff members
attend team meetings as they are beneficial and require the input of
everyone which can improve efficiency and ultimately productivity. It is
advised that Petrea ensures that all members still overseas or unable to
personally attend the meeting are still able to participate. Petrea could set
up the team meeting with a webinar so members unable to attend
personally can still actively participate in the meeting via video. Another
alternative could be that the meeting is streamed through a live podcast or
webcast so other members can still listen to what is being discussed.
Through creating alternatives for members unable to personally attend but
still participate in meetings, everyone is included.
Reception
It was encouraging of Petrea to comment on the clean state of the
reception area to the receptionist as it provides the first impression of a
business for customers. A good first impression will assist in fostering
Aussie Food’s reputation resulting in an increase in both customers and
profit.
Listening skills
Effective and consistent
interpretation, analysis,
synthesis and evaluation
of information
The manager, Charles Owen, demonstrated reflective listening skills
when Petrea was talking to him about her concerns regarding the team
meeting. Reflective listening would benefit the staff at Aussie Foods, as
understanding each other’s points of view will assist staff to feel supported
and their opinions valued resulting in higher staff morale and increased
productivity.
Customer complaints
It is unfortunate Aussie Foods received a complaint about the Pavilion
guide, Gary Kruger, from a customer. However it is appropriate that
Petrea addressed him about the issue. Gary should not have responded
to Petrea defensively. Instead he should have applied an assertive
response to dealing with the criticism. Although Gary responded to the
criticism passively, agreeing with everything Petrea was saying, his body
language implied something different. Gary’s crossed arms and the frown
on his face whilst talking to Petrea implied that he was annoyed and
aggressive towards her. Despite body language being nonverbal, it can
4 | Business Communication & Technologies 2008: Sample student assessment and responses
still speak louder than words. This can result in miscommunication due to
the mixed messages being sent. Therefore it is recommended that Gary
practices more assertive responses to criticism and is mindful that his
body language is congruent with what he is saying. This is important to
avoid miscommunication and to maintain staff relationships which will
improve staff productivity.
Questioning
Effective and consistent
interpretation, analysis,
synthesis and evaluation
of information
Petrea wanting to ascertain feedback on the staff’s experiences is an
active and positive way to look for improvements. However the question
Petrea asked in order to gain information was not effective as it was a
closed question. Asking a closed question only allows for a yes or no
response to be given which results in limited information being able to be
obtained. It is recommended that Petrea asks open questions which allow
for extensive responses to gain a better understanding of where
improvements can be made. Using open questions will allow for more
useful communication, which will feed into future performance that will be
more likely to meet customer needs.
Interpersonal skills
Development of logically
reasoned arguments,
appropriate and justified
recommendations to a
business-related problem
Petrea positively commented on the presentation skills of Joanne
however it would have been more constructive for the other staff if she
had gone into more detail about how her energetic skills were effectively
demonstrating connection with the audience. Joanne’s passion and
enthusiasm in her presentation would promote audience attentiveness
and therefore a clear delivery of the message.
Although Graham needed to be informed about his poor communication
skills, it would have been more appropriate for Petrea to show tact and
discretion by addressing him personally rather than in front of the staff.
Graham would have felt demeaned in front of his colleagues, having an
impact on his confidence and work ethic in the future. By Petrea
displaying more discretion and tact, she would show more respect for
Graham and other members of staff, thereby maintaining staff morale and
work ethic. It is positive that Petra thanked her staff for their work at the
fair as it encourages staff to continue doing well. This encouragement
may increase staff productivity.
Correspondence
The letter Veronia drafted had many mistakes in the formatting and
expression. The letterhead should have been placed to the right of the
page and the email address under the rest of the contact details. The city
and subject line should be formatted in bold and the actual date included.
Although the meaning was clear, her expression was poor as she used
unprofessional phrases that were not of a business standard, and
unnecessary descriptive words. The language used is persuasive and
would be more appropriate for other less formal mediums. Veronia also
did not end the letter correctly with her full name and business title. It is
recommended that Veronia uses concise and formal business language in
letters. This then displays a professional image of Aussie Food to the
customer, which may contribute to the expansion of the client base.
Communicates information
consistently and effectively
to a business standard for
a purpose and audience.
In conclusion, if all recommendations made are followed, Petrea and her
staff will be able to communicate more effectively with one another and
hold effective and beneficial staff meetings. Petrea will also improve her
ability to deal with employee issues and continue to motivate her staff to
work to the best of their ability. Staff members will also improve their
workplace relationships with one another through the use of assertive and
effective communication skills with one another. Following these
recommendations will allow greater customer satisfaction, which will have
a positive impact on the profit of Aussie Food.
Queensland Studies Authority February 2012 | 5
Student response — Standard C
The annotations show the match to the instrument-specific standards.
Comments
Communicates information
for a purpose and
audience.
Basic interpretation,
analysis, synthesis and
evaluation of information
At the 2011 World Food Fair, the company, Aussie Food, showcased their
own display leaving customers with a taste of Australian food from the
company. The Commissioner, Petrea Schmidt, has arranged for there to
be a staff meeting next Monday in order to discuss the Expo. These
matters include the evaluation of the trade display, staff performance and
also presentation during the World Food Fair. The following is a detailed
analysis of the workplace communication at Aussie Food and
recommendations for the actions which should or could have been taken
to improve communication, and continue the current practices of the
company.
The first matter of action is to do with the lack of staff which shall be
present at the arranged staff meeting due to their absence overseas as
they are still working at the Fair. It is important that all staff have the
opportunity to have their say so a staff meeting is a good idea. In order for
every staff member to have a say in the evaluation meeting, a webinar
session must be held. A webinar allows staff, customers or guests, no
matter the distance, to participate in a conference via a webcam. An
appropriate room and setting must be surrounding and audio and visual
equipment must all be ensured to be working. Plenty of notice must also
be given to overseas staff in order to prepare for the meeting, which is the
second point.
Petrea Schmidt has requested that the receptionist of Aussie Food send
out some sort of communication to the staff to alert them of the meeting
details. Due to the fact that there are staff that need to be present who are
currently overseas, this request must be placed at the top of the priority
for the day’s duties in order for preparation time. An appropriate type of
communication that should be used is a memo. A memo (or
memorandum) is used to communicate between staff within a business
and is sent to the employee’s workplace email account. An ideal memo
would be:
“All employees,
It is requested by the Aussie Food Commissioner, Petrea Schmidt, that
a staff meeting will be held next Monday (20 June 2011) at 10 am in
the conference room.
All currently deployed staff will attend via webinar.”
Development of reasoned
arguments and
recommendations to a
business-related problem
This allows all employees to be notified of the date, time, who will attend
and where the meeting will be held. To prepare for this, Petrea Schmidt
has discussed with Manager, Charles Owen, which comes to the third
issue.
Mrs Schmidt wishes to discuss some issues that she believes some of her
employees may not be happy with. Recently, Aussie Food has received a
complaint from a customer against the Pavilion Guide, Gary Kruger, and
when confronted Mr Kruger seemed defensive about the situation as he
stood with his arms crossed and a frown. This can often give the
impression that an employee is unwillingly listening to the topic, otherwise
known as aggressiveness. Aggressiveness can include such actions such
as closed body language or defensive responses, however Gary Kruger’s
response was not defensive. Mr Kruger has admitted to his actions and
has assured Mrs Schmidt that he will improve on his skills as she has
successfully communicated the issue – a passive response.
6 | Business Communication & Technologies 2008: Sample student assessment and responses
Basic interpretation,
analysis, synthesis and
evaluation of information
Development of reasoned
arguments and
recommendations to a
business-related problem
Whilst at the meeting Petrea Schmidt wished to attain information about
the stall at the World Food Fair in order to be aware of any improvements
that needed to be made for future reference. The question was as follows:
“Did you have a good experience at the Fair?” From this answer, a basic
“yes” or “no” would be given, thus resulting in an unhelpful response.
Using a closed question does not provide much information. In order to
gain the feedback needed, Mrs Schmidt needs to raise an exploring
question as an exploring question gives the staff the opportunity to give
their views, opinions and experiences on the Fair. A more ideal question
could have been, “I would like to know what everyone’s views, opinions
and experiences were on the World Food Fair so we can improve on
anything needed for next year.” This allows employees to voice their
opinions of the Expo and also allows Petrea Schmidt to gain feedback to
help in planning next year’s event.
Joanne has been complimented on her presentation skills which were
energetic, unlike Graham who tends to have the habit of scratching his
nose. For Mrs Schmidt to gain a better presentation from Graham, a
private conversation can be held between the two as it is less
embarrassing and humiliating for the employee. Mrs Schmidt can ensure
Graham that not all employees are comfortable talking in front of an
audience and if he would prefer then he could start doing smaller Expos
to build up his confidence.
Communicates information
for a purpose and
audience.
Finally, the last point relates to the letter drafted by Veronia to the winner
of the Aussie Food competition. To begin with, the website should be
named in the header, the date should be entered, and the city and postal
address should all be fully bolded with double spacing between the city
and postcode. In the content, the letter is wordy and informal, e.g.
“overwhelmingly happy and delighted”, “as you very well know”, “fantastic
and brilliantly designed”, “a jolly large hamper”. There should be no extra
description, and simple, formal words should be used. To end the letter,
there should be “Yours sincerely” instead of the casual “Cheers”. The
letter sent to Mr Sa should not be signed by Veronia, but rather the
Commissioner of the company, Petrea Schmidt or the Manager, Charles
Owen.
From these issues, the Aussie Food company is able to gain feedback
and improve on any future problems. Each situation has been assessed
and evaluated and a recommendation has been given, which if followed,
should help to increase the Aussie Food sales. Each staff member who
has been evaluated on their presentations should be given reasonable
feedback in an assertive tone and language in order to allow for
successful improvement.
Acknowledgments
The QSA acknowledges the contribution of St Ursula’s College, Toowoomba, in the preparation
of this document.
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