Business Communication Methods in Warwickshire College - Essay Example

Contents Contents 1 Introduction 2 Communication Methods: 2 Human Resource 3 Finance 4 Marketing 4 References: 5 Introduction Effective communication is an essential component for any business. In case of educational institutions, traditional methods of communications are still in use. Traditional media is still being used in college recruitment. Although potential waste of traditional media is high because of its approach in targeting both prospective customers and non-interested customers with marketing messages (Chiagouris & Lala, 2009). However, “the degree of institutional visibility is a critical part of building an applicant pool” (Hossler, 2009, p.17). Present generation students are likely to respond to traditional media communication (i.e. direct mailings, face-to-face, and telephone) if they are familiar with the college (Hossler, 1999). Communication Methods: The different types of communication methods used by Warwickshire College are as follows: Students opt for their colleges in a traditional “Shopping” method, and they are more likely to use technological benefits introduced to them. The college is contacting the students with a more convenient way. It is observed that the students use social media to a large extent to search colleges available to them. College has also taken further approaches by using the social media to interact with them. Exploring further the preferred communication methods between prospective students and admissions counselors is particularly relevant with millennial students, at each stage of the process. Disseminating information to the millennial generation is a one chance opportunity, which admissions counselors can take advantage of when recruiting. (Howe & Strauss. 2007). Although use of social network is prohibited from the college campus but it can be used for purposes such as administration or any activities related to the interest of the institution.(Patey, 2014) The information is recorded in the database for analyzing and modifying the marketing, financial and human resource approaches. Recorded information is carefully studied to monitor the internal activities going on in the college. The college follows some standard information guidelines and the monitored information can be used to measure any necessary change. Information is disclosed in a proper manner for confidentiality of personal interest. Human Resource Any individual, whether from the College or from the general public, has the right to ask any specific information that the college has and they have a right to receive a copy of that data, irrespective of their relation with the information itself. College has full authority to deny the disclosure of commercially sensitive or personal information. All requests for commercial information should be referred to the College Legal Affairs Officer (Patey. 2014) The College has taken an open approach and transparency when disclosing information. Some information are exempt from disclosure, i.e. information which is against the public interest, information which may affect the health or safety of specific individuals, law enforcement, defense, and information provided in confidence. (Patey. 2014) The information collected is a way to secure human resources in the institution. For example, whistleblower protection is an important use of this information. “Whistle blowing is a term used when someone who works in or for an organisation raises a concern about a possible fraud, crime, danger or other serious risk that could threaten customers, colleagues, the public or the organisation’s own reputation.” (British Standards Institute). All employees, starting from the top of the hierarchy to the bottom are subjected to come under this definition. (Patey. 2014) Whistle blowers information and details must be kept in a secured manner in order to maintain their personal security as well as for the sake of institutional security. Under the Public Interest Disclosure Act (1998), “disclosure of confidential information in the interest of public is a lawful act and employees cannot be dismissed, disciplined or unfavourably treated for disclosure of sensitive information.” Concerns of malpractice should, initially, be raised with Director of Human Resources, or appropriate member of the College Leadership Team (CLT). If the matter relates to one of these individuals the issue may be raised with the Principal, or Chair of Governors. A College Leadership Team is formed and concern of any malpractices can be raised in front of any of the members of the team (Patey, 2014). There is an alternative provision of information presentation before the director of Human Resources too, in case of unavailability of any member of College Leadership Team. Concerns are addressed verbally to the superiors rather than in written ways to ensure security of information. The HR information gives an insight into the matters like change in retention levels of employees, success and students’ level of satisfaction. Finance Financial Records are stored in separate database for further processing. The information documented properly is used to prepare financial work sheets indicating the state of the business for that year and depending on the results, subsequent actions are taken. The 20 year old college must recognize the financial viability for the longer term. Also extensive teaching to a huge number of students requires a lot of financial benefits. The primary objectives of the financial functions are mainly achieving funding targets and maximizing funding opportunities. It is also intended to discover whether there is any possibility of reducing the payroll cost. The information is presently stored in new Customer Relationship Management (CRM) System to analyze their significance (e.g. cash flow) in more specific way. (Warwickshire College Annual Report. 2012-13. p.7-13) Marketing Based on the information stored in the database the institution interacts with the students in digital marketing ways. For example, analysis of stored information suggests that marketing through social networking can be of good use to promote the college’s brand name. For that reason, the college has opened an online shop in their website along with facility to access via facebook, myspace, twitter and other social networking sites. (Warwickshire College. N.d)The online shop also provides shopping of books and course materials from home and it is fully updated accordingly. Customer service is a prime concern for the institution and they collect customer feedback via online customer feedback form as well as direct contact to the customer relationship officer. (Warwickshire College. N.d)The institute is affiliated to many renowned educational bodies and organizations which helped them to interact with different members of these bodies. This interaction helps them to build their image and promote their offerings.(Warwickshire College. N.d) References: Chiagouris, L., & Lala, V. 2009. Beauty is in the eye of the tech manager. Journal of Advertising Research, 49(3) p. 328-338. Hossler, D. 2009. Enrollment management: An integrated approach. New York, NY: The College Entrance Examination Board. Hossler, D. 1999. Effective admissions recruitment. New Directions for Higher Education, (108), p.15-30. Howe, N., & Strauss, W. 2007. Millennials go to college. 2nd edition. Great Falls: Life Course Associates Patey. S. 2014. Data Protection Guidance Patey. S. 2014. Freedom of Information Guidance. Patey. S. 2014. Use of Social Networking Guidance and Procedure. Patey. S. 2014. Whistleblowing Guidance and Procedure. Warwickshire College, N.d. Affiliations. Available at http://www.warwickshire.ac.uk/about_us/affiliations.aspx Warwickshire College, N.d. Customer Service. Available at http://www.warwickshire.ac.uk/why_us/customer_services.aspx Warwickshire College, N.d. Online Shop. Available at http://www.warwickshire.ac.uk/about_us/online_shop.aspx Warwickshire College. 2012-13. Warwickshire College Annual Report. p.7-13. Available at http://www.warwickshire.ac.uk/pdf/Warwickshire%20College%20Annual%20Report%202012-2013%20WEB.pdf Lytton, C. 2013. Warwickshire College guide. The Telegraph. Available at http://www.telegraph.co.uk/education/universityeducation/universities-and-colleges/9956609/Warwickshire-College-guide.html Read More