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Business Computing BSc (Hons)


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Module LI0143 - Customer Oriented Communication

(20.00 Credits)

SYNOPSIS OF MODULE This core module will focus on developing your ability to inform successful management of corporate communication functions and particularly public relations activities, through a consideration of customer orientation. In Semester 1 you will explore needs; the importance of understanding them; the models and techniques for assessing need, the consequences of needs not being met; and the means of managing customer expectations through communication. In Semester 2 you will explore public relations work, its importance to organisations, the approaches and methods involved and the way in which a customer oriented approach will inform this work. Assessment will consist of two pieces of work. In Semester 1 you will produce an individual report based upon analysis of a case study in the light of customer orientation issues, and in Semester 2 you will engage in a group exercise presentation in which you will prepare and deliver a 'pitch', explaining why PR is important to a specific company.


INDICATIVE READING LIST OR OTHER LEARNING RESOURCES Clutterbuck, D & Kernaghan (1991) "Making customers count" Mercury Green A (1990) "What do we mean by information needs?" British Journal of Academic Librarianship 5(2) 65-78 Haig, M (2001) "The essential guide to public relations on the Internet" Kogan Page Harrison, S (2000) "Public relations : an introduction" Business Press Heath, R L (2001) "Handbook of public relations" Sage Publications Kinnell, M (1992) "Informing communities" Community Services Group of the Library Association Bowan (1999) "Manual of public relations " PRI Nash, S (2000) "Exceeding customer expectations : find out what your customers want" Pathways Nicholas, D (1996) "Assessing information needs : tools and techniques" ASLIB St Clair, G (1993) "Customer service in the information environment" Bowker Saur Thaker, A (2001) "Public relations handbook" Routledge


OUTLINE SYLLABUS - Introduction to needs 10% Information needs The importance of understanding customer needs - Framework for assessing information need 10% - Collecting data for assessment of information need Techniques for collecting data User needs analysis 10% - What happens when needs are not met Managing expectations 10% - Customer orientation and successful communication processes Customer orientation and professionalism 10% - Supporting Communication functions with intelligence Current trends in intelligence gathering Media monitoring 10% - Public Relations principles 10% - Approaches and methods in public relations 10% - Communication, media and publics 10% - Strategic and ethical planning for public relations 10%


AIMS OF MODULE To prepare students for the successful management of corporate communication functions and particularly public relations activities, by developing their ability to consider customer needs and expectations; their identification, analysis and management, by developing informed and managed responses, and by developing their ability to articulate this in discussion and writing.


LEARNING OUTCOMES On completion of this unit students will be able to: 1. describe needs, information need, and the nature of need 2. outline and apply a framework for assessing information need 3. plan an information needs analysis utilising appropriate methods of communication 4. plan approaches to managing customer expectations 5. consider and explain the priorities of public relations 6. plan appropriate public relations responses and activities 7. articulate strategies for working in groups and with colleagues 8. employ verbal and written communication skills to present their views, observations and analyses


PREREQUISITES None


COREQUISITE(S) None


DISTANCE LEARNING DELIVERY None


LEARNING, TEACHING AND ASSESSMENT STRATEGY A weekly combination of lectures and seminars will be utilised. Lectures will be used to deliver information about the key concepts and issues and to discuss them utilising students' own life experiences. Seminars will employ worksheets, case studies and the analysis of specific problems and situations, to allow students to develop learning further. In semester 1, students will tackle a case study in small self-selected groups that will form the focus of their assignment and also develop their group work abilities. In Semester 2, students will be introduced to public relations work, methods and approaches, and will consider the value of PR to organisations. In Semester 1 students will be assessed against subject content and analytical abilities via a report. Students will select a case study from a range on offer, analyse it in terms of customer orientation issues and provide recommendations to the company director for remedial action. Tutor support will be provided to enable groups of students to discuss and explore the case studies in some of the seminar sessions, and to provide students with formative feedback about the development of their assignment which is an individually completed piece of individual work. This will assess student learning in respect of learning outcomes 1,2,3,4,7 and 9. In Semester 2 students will, in small groups, prepare and deliver a 'pitch', explaining why PR is important to a specific company. This will be done in role, with staff acting as the board of directors. This will assess student learning in respect of learning outcomes 5,6,7, and 8.


IMPLICATIONS FOR CHOICE None


NOTIONAL STUDENT WORKLOAD Mode of delivery(e.g. part time, full time, distance learning) FT Lectures * 20 hours Seminars * 20 hours Tutorials * 4 hours Laboratory work * hours Directed learning * 46 hours Independent learning * 70 hours Placement/work experience learning * hours Summative assessment hours 40 hours Other hours Total workload 200 hours Details of other hours indicated



Other Modules within Business Computing BSc (Hons)


Year 1

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Year 3

Year 4

 

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