SIR M.

VISVESVARAYA INSTITUTE OF MANAGEMENT

STUDIES AND RESEARCH
MMS (201214)
SUB CODE: 1.8

SEMESTER I Retest
Communication Skills

DATE: 22-022013
MAX.MARKS: 60
DURATION: 3
Hours

NB

: Question No.1 is Compulsory ( 20 marks)

Attempt any four questions from Question Nos. 2 to 7 (10 marks

each)
Q1-A) CASE STUDY

Internal Communications Tools Empower Abacus to Foster

Internal Brand Engagement

Digital brand management tools such as screensaver messages, brand

tutorials, desktop
newsfeeds and staff quizzes help Abacus share its new vision consistently
and guide ongoing
brand management as the business evolves.
March 24, 2010 -- Abacus International, Asias leading provider of travel
solutions and services - has signed a contract with SnapComms to use the
SnapCommss internal communications tools to foster brand engagement
amongst its employees. As part of internal brand building, Abacus was
looking for an effective communications channel, other than the
usual below-the-line activities, to drive long-term brand involvement and
communications across the company. Abacus wanted to maximize the role of
the workforce in creating and managing brand value Linda Koh, Director of
Corporate & Marketing Communications, Abacus International, says Brands
cant and shouldnt exist in just logo, ads or collateral. In order for employees
to embrace the brand, they need to live in the hearts and minds of those
who work with them. Only then, the brand can become genuine and create
positive experiences. Together with this new communications channel,
Abacus has aligned its internal brand campaign via brand excellence
practices. Koh reiterates, The SnapComms internal communications tools
will allow us to educate employees around key brand messages and values,
using not only a push strategy to facilitate brand dialogue, but also executing
the program in a sustained manner.
1

Abacus uses the following SnapComms internal communications tools:

Screensaver Messages are leveraged with internal brand teasers deployed
during the pre-launch and launch of the campaign. The screensaver
messages contain count-down clocks, images, text, flash animation and
video content to build momentum towards the launch of the campaign.
Embedded hyperlinks allow staff to interact with specific messages and/or
follow links to more information on the intranet or network.
Staff Magazine Tool is used to publish weekly internal brand tutorials to
educate employees on the new brand messages and values.
Scrolling News Feeds , which are executed on the employees desktop as
tickers, help to remind staff of the weekly internal brand tutorials as well as
any brand Alerts. Furthermore, they are deployed on an ongoing weekly
basis to motivate staff on Abacus brand culture and values.
Staff Quizzes are used to test for understanding of key brand messages
and lessons shared through the weekly brand tutorials. Abacus appointed
Gosh Advertising as the brand communication agency to develop the
strategic positioning of the brand and to help to define the values and
personality that would launch the newly created campaign Kelvin Tan,
General Manager of Gosh Advertising, says, Abacus chose to partner
SnapComms because it has innovative internal communications tools that
are easy-to-use and SnapComms offer excellent customer support.
PRWeb eBooks - Another online visibility tool from PRWeb
He continues, The SnapComms tools also provide a range of ways to
encourage and motivate staff to actively participate with the brand, and
allow us to go beyond just internal communications it allows us to inspire
the confidence of its stakeholders too. Delivering the project from brief to
rollout within three months, Gosh Advertising, in partnership with
SnapComms, has been able to leverage on this digital communications
platform to demonstrate that brands are capable of creating added value for
each individual employee.
About SnapComms:
SnapComms provide internal communications and solutions to ensure that
employee communications have more impact and become more effective,
via channels such as; screensaver messages, desktop newsfeeds, visually
branded pop up alerts, staff magazines featuring employee generated
content, staff survey and quiz tools and employee discussion forums. The
SnapComms content management system allows for targeting of messages
and
provides full reporting on readership and uptake. SnapComms offers hosted
and non-hosted solutions SnapComms has government and private
organisations as customers in the UK, USA, Canada, South Africa, the Middle
East, Australasia, Asia, the Caribbean and South America. The companys
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offices are in Auckland, New Zealand and Goleta California. It is represented

in Asia by Azynex.
QUESTION:
Q1. From the above case study what has Abacus used as internal
communications tools?
Q2. How has snapComms helped Abacus to Foster Internal Brand
Engagement?
Q1-B) Write a letter to your institute requesting 5 days leave.
Q1-C) Write a forwarding letter to an organization in response to the
advertisement
Appeared in Ascent Times of India dated 01st March2013.
(Name of the company and position applying for)
Q2. Any two from (a) or (b) or (c) (5X2) = 10
marks
a) What is a Memo.?
b) What is a Business Report?
c) What is CV writing?
Q3. Comment on Any two from (a) or (b) or (c) ... (5X2) = 10
marks
a) Does Personality plays an important role in Management.
b) Listening is an important communication skill.
c) Code of conduct is a part of Business communication
Q4. Any two from (a) or (b) or (c) (5X2) = 10
marks
a) What is group cohesiveness and factors leading to group
cohesiveness ?
b) What are Barriers in communication and how will you overcome the
barriers?
c) What are teams and team culture?
Q5. Any two from (a) or (b) or (c) (5X2) = 10
marks
a) Define group and its stages
b) Define communication and its Process.
c) Define interview and its types
3

Q6. WRITE SHORT NOTES ANY two from (a) or (b) or (c) (5X2) = 10
marks
a) What are different types of barriers and explain any two in detail ?
b) What are the types of work place writing?
c) What are the characteristics of Groups
Q7. Any two from (a) or
marks
a) List down 10 points
b) List down 10 points
c) List down 10 points

(b) or (c) (5X2) = 10

on Dinning manners.
on Self-grooming.
on Manners for Business meet.

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