Lesson Plan
Course Title: Marketing Dynamics
Session Title: Business Communications, Lesson 3
Performance Objective:
After completing this lesson, the student will communicate effectively in a business setting;
develop effective business correspondence such as memoranda, business letters, and reports
using correct grammar, spelling, punctuation, and format; use technology in receiving and
sending business communication; apply written directions to achieve tasks; handle telephone
calls in a businesslike manner; make oral presentations.
Approximate Time:
When taught as written, this lesson should take 5 days to complete.
Specific Objectives:
 The student will communicate effectively in a business setting;
 The student will develop effective business correspondence such as memoranda,
business letters, and reports using correct grammar, spelling, punctuation and format;
 The student will use technology in receiving and sending business communication;
 The student will apply written directions to achieve tasks; handle telephone calls in a
businesslike manner; make oral presentations.
TERMS
 Communication
 Sender
 Receiver
 Message
 Channels
 Feedback
 Memorandum
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1
Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the
activities may result in the elimination of any or all of the TEKS listed.
130.347 (c)(7)(A)
… communicate effectively in a business setting;
130.347 (c)(7)(B)
…develop effective business correspondence such as memoranda, business letters, and
reports using correct grammar, spelling, punctuation, and format;
130.347.(c)(7)(C)
…use technology in receiving and sending business communication;
130.347.(c)(7)(D)
…apply written directions to achieve tasks;
130.347.(c)(7)(G)
…handle telephone calls in a businesslike manner;
130.347.(c)(7)(H)
…make oral presentations.
Interdisciplinary Correlations:
English:
110.31 (b)(21)(B)
…organize information gathered from multiple sources to create a variety of graphics and forms
(e.g., notes, learning logs)…
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability, validity, and
accuracy of sources (including Internet sources) by examining their authority and objectivity…
110.31 (b)(23)(C)
… use graphics and illustrations to help explain concepts where appropriate…
110.31 (b)(23)(D)
… use a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert
evaluations) to examine the quality of the research…
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Occupational Correlation (O*Net - http://www.onetonline.org/)
Advertising and Promotions Managers 11-2011.00
Similar Job Titles: Marketing Manager, Sales Manager, Public Relations Specialist
Tasks:
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

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
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Inspect layouts and advertising; copy and edit scripts, audio and video tapes, and other
promotional material for adherence to specifications.
Plan and prepare advertising and promotional material to increase sales of products or
services; working with customers, company officials, sales departments and advertising
agencies.
Gather and organize information to plan advertising campaigns.
Confer with clients to provide marketing or technical advice.
Direct, motivate, and monitor the mobilization of a campaign team to advance campaign
goals.
Confer with department heads or staff to discuss topics such as contracts, selection of
advertising media, or product to be advertised.
Prepare budgets and submit estimates for program costs as part of campaign plan
development.
Prepare and negotiate advertising and sales contracts.
Plan and execute advertising policies and strategies for organizations.
Assist with annual budget development.
(Soft) Skills:
Active Listening, Reading Comprehension, Critical Thinking, Speaking, Coordinating, Active
Learning.
Teacher Preparation:
Teacher will review the terms in the outline, slideshow presentation slides and handouts to
become familiar with lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
Teacher will have assignments and website information ready to distribute to students.
References:
Marketing Essentials, Schneider Farese, Kimbrell, Woloszyk, Glencoe McGraw-Hill
Instructional Aids:
1. Display for Slideshow presentation, websites for assignments and class discussion
2. Marketing Essentials, Schneider Farese, Kimbrell, Woloszyk, Glencoe McGraw-Hill
Materials Needed:
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1. Printer paper
2. Internet for students to research types of businesses
3. Assignments and website information ready to distribute to students
Equipment Needed:
1. Computer with Slideshow presentation and Internet Access
2. Projector to Show Internet Sites
3. Computers for Students to Conduct Research and create Slideshow presentation
presentations
Learner Preparation:
Check any of the job boards to see descriptions of job postings. Almost all of them require
effective communication skills. It doesn’t matter if you are a marketing manager, business
manager or technical person, almost all employers want you to be able to speak, write and
listen with good communication skills. Whether you are dealing with customers or with other
employees, if you cannot get your point across or understand what others are telling you, you
won’t be able to do your job well. So it is essential that you learn communication skills.
Ask students if they have ever had an experience when they were waited on a by someone who
was not acting in a professional manner. What was their impression of that business?
Introduction
Introduction (LSI Quadrant I):
SHOW: Show students a job posting from an online job board that has effective
communication skills as part of its job description.
ASK: Ask students why they think this job posting is requiring effective communicators?
SAY: Explain that almost all business jobs require employees to be able to speak and write
effectively.
ASK: Ask students to try to think of a business related job that does not require employees to
interact with either other employees or customers?
SAY: Explain that for business people to be understood, and to present themselves in a
professional, way they must use proper grammar, spelling and body language.
ASK: Ask students if they think someone who is mumbling and slouched over looks like they
have confidence and knows what they are talking about?
SAY: Explain that your body language and how you project your voice are also components of
professionalism. Standing up straight and speaking clearly give credibility to what you are
saying.
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ASK: Ask students what other business people would think if they read a letter that had
misspellings and bad grammar in the letter?
SAY: Explain that other business professionals will make judgments on your professionalism
based on your written and speaking skills. In order to get your point across and be taken
seriously in the business world you need to make sure that you present yourself professionally.
Outline
Outline (LSI Quadrant II):
Instructors can use the Slideshow presentation, slides, handouts, and note pages in conjunction
with the following outline.
MI
Outline
It is important in business to be able to
communicate effectively.
A. Above-average speaking, listening and
writing skills are required for many
business jobs.
II. Communication is the process of exchanging
information.
A. Senders
B. Receivers
C. Messages
III. Two types of communication
A. Verbal
B. Non-Verbal (Body language)
I.
IV.
Channels are how messages are delivered.
A.
Face-to-face
B.
Telephone
C.
Email
D.
Letters
E.
Reports
V.
Feedback is when the receiver responds to
the sender.
A.
Questions
B.
Comments
C.
Restate message for understanding
IV.
When speaking in a business setting it is
important to
A.
Know your purpose
B.
Use your voice effectively
C.
Speak formally
Notes to Instructor
Use slideshow
presentation and
current events as aid.
In order to succeed in
business you must
have above-average
communication skills.
When communication
you are either sending
or receiving a
message. The
message can be sent
verbally or nonverbally. Body
language is an
important part of nonverbal communication.
Use slideshow
presentation as aid.
There are several
different channels by
which messages can
be delivered.
Feedback allows
receivers to get
clarification or ask
questions.
In business you are
usually speaking to
inform, persuade or
entertain. Understand
what you want to
accomplish before you
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5
begin speaking.
VII.
IX.
X.
XI.
Telephone Skills
A.
Answer with a cheerful but formal
greeting.
B.
Tell them who you are and where they
called:
“Accounting Department, this is Kathy
speaking”
C.
Be courteous and don’t interrupt
D.
Be prepared to take a messageHave paper and pen ready.
Writing takes more time and thought than having
a conversation. It is important that your
thoughts are organized and well written with
proper spelling and grammar.
Considerations when writing:
A. Know your reader
B. Know your purpose
C. Know your subject
Proper letter format:
A. Return address
B. Date
C. Inside address
D. Salutation
E. Body
F. Closing
G. Signature block
Use slideshow
presentation as aid.
The person on the
other end of the
phone cannot see you
so they cannot read
your body language.
Be sure and use
formal speaking, “Yes
and No” instead of
“yeah and nay”.
Always keep pen and
paper ready by the
phone so if you have
to take a message
you are prepared.
Use slideshow
presentation as aid.
People who are
reading your writing
must be able to
understand what you
are saying without the
benefit of being able
to ask questions for
clarification so it is
more important that
your writing be more
thought-out and
organized. It is
essential that you
proof read your writing
before sending and
check to make sure
that you don’t have
misspellings and that
you use proper
grammar.
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XII.
XIII.
XIV.
Verbal
Linguistic
Logical
Mathematica
l
Email has become a very popular way for
business people to communicate.
A.
Faster than letters
B.
Doesn’t waste paper
C.
Can be more informal than letters
D.
Business Communication
While email can be less formal than letters it
should never be considered private.
A.
Continues to exist in digital form long
after deleted or erased because of
computer backups.
B.
Can be subpoenaed in a lawsuit so
many companies have strict policies
C.
Only save essential email
D.
Don’t forward email without sender’s
permission.
E.
Delete any copyrighted material you
don’t have permission to use.
Memorandums or memos are using for
internal company communications.
A.
Usually brief
B.
Covers only one subject
Visual
Spatial
Musical
Rhythmi
c
Bodily
Kinestheti
c
Intrapersonal
Use slideshow
presentation as aid.
Because emails are a
fast way to
communicate, they
have become less
formal in their writing
than typed letters. It
allows for senders and
receivers to get
clarifications and ask
questions or add
comments relatively
quickly.
Memos are usually
brief information used
for internal company
communication only.
Always proof read
written communication
before distributing.
Interpersona
l
Naturalis
t
Existentialis
t
Application
Guided Practice (LSI Quadrant III):
Ask students to write a formal business letter to their manager asking for a raise. They are to
use proper letter format with correct spelling and grammar. They need to give specifics as to
why they deserve the raise. The letters must be typed using Arial 12 pt font.
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Independent Practice (LSI Quadrant III):
Business Correspondence Project
You have just been hired by a law firm in their research department. Your first assignment is to
research the differences between the intellectual property rights, copyrights, patents and
trademarks. You have been asked to decide which should be used for a client named,
Southwest Software, who has written a new software program. Southwest Software’s address
is 1345 N. Amon Carter Blvd, Fort Worth, Texas 76324.
You must prepare a business letter to the client explaining the purpose of each type of
intellectual property right. You will also need to explain to the client which should be used to
protect the software program that they have written.
Your second assignment is to write a memo to the accounting department informing them that
they need to bill the client, Southwest Software, $25 per hour for your time while you were
researching their issue. Be sure and tell them how long you worked on the project.
Your third assignment is to prepare a Slideshow presentation that you can use to explain to the
client when they come to the office the different types of intellectual property and which one
your law firm is using to protect their software program. You will need to email your boss
(teacher) a copy of the presentation along with a brief explanation of why you are sending the
email. You will present your Slideshow presentation to the client (class) and answer their
questions.
This project will be evaluated using an assigned rubric.
Summary
Review (LSI Quadrants I and IV):
Question: What must you do to be an effective communicator?
Question: Why is this important to businesses that employees present themselves as
professionals?
Question: How does body language affect business communication?
Question: What are the main purposes of communication?
Question: What should you do when answering the telephone to sound professional?
Question: How would you handle a customer who is calling to voice a complaint?
Question: How are business memos used within a company?
Question: What might be the consequences for business people who use slang and acronyms
during a business presentation?
Question: Why is it important to know your audience when writing reports or letters?
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Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in class discussions and the
independent practice activity.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Business Correspondence Project” by using the
assigned rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Business Training Manual
Student Directions:
You have been asked by your manager to write a training manual to be used by
company personnel when writing letters, memos, emails, reports, answering the
telephone or giving presentations. You will need to discuss the proper format for each
type of communication as well as the rules for effective communication. The training
manual should have an example of a business letter, memo, and email as well as
explain the importance of proper spelling, grammar and organization. You must also
explain the rules for business presentations and proper telephone etiquette.
The training manual should have a table of contents and a cover page and have no
spelling or grammatical errors.
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Marketing Dynamics
Unit 1 Lesson 5 Student Directions
Independent Practice (LSI Quadrant III):
Business Correspondence Project
You have just been hired by a law firm in their research department. Your first assignment is to
research the differences between the intellectual property rights, copyrights, patents and
trademarks. You have been asked to decide which should be used for a client named,
Southwest Software, who has written a new software program. Southwest Software’s address
is 1345 N. Amon Carter Blvd, Fort Worth, Texas 76324.
You must prepare a business letter to the client explaining the purpose of each type of
intellectual property right. You will also need to explain to the client which should be used to
protect the software program that they have written.
Your second assignment is write a memo to the accounting department informing them that they
need to bill the client, Southwest Software, $25 per hour for your time while you were
researching their issue. Be sure and tell them how long you worked on the project.
Your third assignment is to prepare a Slideshow presentation that you can use to explain to the
client when they come to the office the different types of intellectual property and which one
your law firm is using to protect their software program. You will need to email your boss
(teacher) a copy of the presentation along with a brief explanation of why you are sending the
email. You will present your Slideshow presentation to the client (class) and answer their
questions.
This project will be evaluated using the assigned rubric.
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Independent Practice (LSI Quadrant III)
Business Organization Presentation
Rubric
20
15
CATEGORY
10
5
Presentation
Well-rehearsed with
smooth delivery that
holds audience
attention.
Rehearsed with fairly
smooth delivery that
holds audience
attention most of the
time.
Delivery not smooth, Delivery not smooth
but able to maintain and audience
interest of the
attention often lost.
audience most of the
time.
Attractiveness
Makes excellent use
of font, color,
graphics, effects,
etc. to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance the
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
distract from the
presentation
content.
Use of font, color,
graphics, effects etc.
but these often
distract from the
presentation content.
Content
Covers topic indepth with details
and examples.
Subject knowledge
is excellent.
Includes essential
knowledge about the
topic. Subject
knowledge appears
to be good.
Includes essential
information about
the topic but there
are 1-2 factual
errors.
Content is minimal
OR there are several
factual errors.
Organization
Content is well
organized using
headings or bulleted
lists to group related
material.
Uses headings or
bulleted lists but the
overall organization
of topics appears
flawed.
Content is logically
organized for the
most part.
There was no clear
or logical
organizational
structure; just lots of
facts.
Originality
Product shows a
large amount of
original thought.
Ideas are creative
and inventive.
Product shows some
original thought.
Work shows new
ideas and insights.
Uses other people's
ideas (giving them
credit), but there is
little evidence of
original thinking.
Uses other people's
ideas, but does not
give them credit.
Total Points _______
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