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Marketing manager course chapter 15

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Learning ObjectivesAfter reading this chapter, you should be able to: z Understand the process of communication.. z Analyze the basic patterns of organizational communication.. z Master

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Chapter

Managing Communication

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Learning Objectives

After reading this chapter, you should be able to:

z Understand the process of communication.

z Eliminate 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.

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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.

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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.

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Skills for Managing Communication

A ssertive

C om m unication Skills

Presentation Skills

N onverbal

C om m unication Skills Listening Skills

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The Communication Process

Noise

C om m unication

C hannel

Sender (encodes m essage)

R eceiver (decodes m essage)

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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.

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The Communication Process:

Barriers to Effective Communication

information.

¾ Sender barrier

¾ Encoding barrier

¾ Communication channel barrier

¾ Decoding barrier

¾ Receiver barrier

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Patterns of Organizational

Communications

¾ Differences in employee status and power

¾ Diversity

¾ Differences in interests

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