Chartered Postgraduate Diploma in Marketing 563 Managing Corporate Reputation Assignment Brief and Mark Scheme December 2015 Candidates are required to answer the Core Task and ONE Elective. The Core Task is worth 60% and the Elective is worth 40%. CIM Regulations: Candidates must ensure that they have current membership and have registered for this assignment by the required deadline. If an assignment is received from a candidate who has not booked by the closing date it will not be marked. Once booked, if candidates later find that they are unable to submit they will need to book and pay again for the next session. Please note that each session has a unique assignment brief. Extensions to the published deadline dates and deferrals between sessions will only be considered on medical grounds. Candidate Declaration: Candidates must adhere to the CIM policies and guidance notes relating to word count, plagiarism and collusion when compiling this assignment. Candidates must include the following declaration statement on the front cover of the assignment: I confirm that in forwarding this assignment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment is the result of my own independent work/investigation except where otherwise stated. Other sources are acknowledged in the body of the text/and a bibliography has been appended. The work that I have submitted has not been previously accepted in substance for any other award. I further confirm that I have not shared my work with other candidates. The Chartered Institute of Marketing 2015
Guidance notes for candidates These guidance notes refer to all CIM and CAM assignment briefs. Assignment regulations Candidates must complete the assignment brief published by The Chartered Institute of Marketing (CIM) for the relevant academic session. Candidates are able to ask for advice from tutors regarding the brief, the marking scheme and grade descriptors. Candidates and tutors should also understand and apply CIM policies relating to assignments, including word count, plagiarism and collusion; these are available on the CIM Learning Zone (www.cimlearningzone.co.uk). Each assignment must be completed individually. Context Candidates must refer to the guidance notes in each specific assignment brief. Confidentiality Candidates using organisational information dealing with sensitive/confidential material or issues, must seek advice and permission from the organisation about its inclusion in an assignment. Where confidentiality is an issue, candidates are advised to anonymise their assignment so that it cannot be attributed to a particular organisation. When submitting assignments to CIM, candidates who do not allow CIM permission to use their work for any other purpose may choose to opt out by ticking the box on the assignment/project front sheet. All CIM examiners sign a confidentiality agreement and cannot mark any assignment where there is a declared conflict of interest. All assignments are stored securely and are shredded confidentially after 12 months. Assignment criteria and mark schemes The assignment brief includes the assessment criteria and mark scheme, together with guidance notes. The guidance notes indicate the types of information and the format required. It is important that, when assignments are issued, discussions take place between candidates and tutors to clarify understanding of the assignment brief. Assessment criteria and mark schemes are included so that candidates can see where marks will be allocated and are able to structure their assignment accordingly. CIM reserves the right to amend the assessment criteria and mark schemes where appropriate. Grade descriptors Grade descriptors, used by examiners as part of the marking process, comprise the following elements: evaluation application concept presentation The weightings of these elements are used to inform grades within a level and differentiate between levels. To maximise marks, candidates need to consider the weighting of the four elements at the relevant level. Page 2
Relative weightings Concept Application Evaluation Presentation Introductory Certificate in Marketing Professional Certificate in Marketing Professional Diploma in Marketing Chartered Postgraduate Diploma in Marketing 45% 30% 15% 10% 40% 30% 20% 10% 30% 30% 30% 10% 15% 30% 45% 10% CAM Diplomas 40% 30% 20% 10% Tutor guidance to candidates Candidates are able to ask their tutors to give feedback on ONE draft of an assignment and/or answer specific subject-related questions referring to the assignment. Feedback given will be focused around the mark scheme requirements, guidance notes, how the submission relates to the grade descriptors in relation to candidates chosen organisation. As tutors are not part of the official CIM marking process, they are not in a position to indicate possible grades through verbal feedback. Candidates can only ask tutors for verbal feedback on their completed assignments. Tutors cannot review completed assignments and return these to candidates with suggested changes in writing. Evidence of an Accredited Study Centre doing this will result in assignments being sent back unmarked. Word count policy The total number of words used for the whole assignment must be indicated on the front cover. Pages must be numbered for ease of reference. Candidates must comply with the recommended word count, within a margin of -/+10%. For some tasks a specified number of pages is given as an alternative to the word count. Areas included in the word count are as follows (unless otherwise specified in the individual assignment brief): tables charts diagrams graphs references (information such as specific quotations, author information) headings Areas excluded from the word count are: contents (if used) executive summary (if required or used please refer to specific brief requirements) bibliography appendices Therefore, if candidates use tables to present their answer in the main body of the text, the words used (or where appropriate, the number of pages) will be counted and the rules relating to word count or number of pages will apply. Page 3
When a task requires candidates to produce presentation slides, with speaker notes, the word count applies to the speaker notes only. Where a task requires candidates to work to a specific format candidates must refer to the specific brief s guidance notes. Where candidates work has contravened the word count policy it will be reviewed by the Senior Examiner and the CIM Reasonable Adjustment, Malpractice and Irregularities Committee. It is important that candidates adhere to the word count policy, as assignments that exceed the recommended word count, or number of pages, may be declared null and void and the candidate will be asked to complete and submit a new assignment. Presentation Candidates should present their work professionally, using tables and diagrams to support and/or illustrate the text. Unless tables and diagrams are specified as a requirement of a task, they can be included in either the appendix or the main body of the text. If tables are included as appendices, the findings must be summarised or referenced within the main body of the text for marks to be awarded. Text must be 11 point, and tables, diagrams and charts must be no smaller than 9 point. The font size must be legible and not compressed. Preferred fonts include: either Arial, Calibri or Times New Roman. At the top of each page (in the header) candidates must insert the unit name and their membership number (9 point) and at the bottom of each page (in the footer) insert page numbers (9 point). Candidates must not include their name in any part of the assignment. Guidance on inserting presentation slides into Word documents is available on the CIM Learning Zone. Appendices Appendices should only be included where necessary and should be used to accommodate tables and diagrams to support/illustrate the main body of the text. No marks are awarded for work included in the appendices, and these should not be used as alternative locations for work that should appear in the main text. Appendices should not include published secondary information, such as annual reports or company literature. Referencing and professionalism A professional approach to work is expected. Candidates must: identify and acknowledge ALL sources/methodologies/applications used use the Harvard referencing system (notes on Harvard are on the CIM Learning Zone website) Express work in plain business English. Marks are not awarded for use of English, but a good standard of English will help candidates to express their understanding more effectively. All work that candidates submit must be expressed in their own words and incorporate their own judgements. Direct quotations from the published or unpublished work of others, including that of tutors or employers, must be appropriately referenced. Authors of images used in reports and audiovisual presentations must be acknowledged. Plagiarism and collusion It is a candidate s responsibility to understand what constitutes an academic offence, and, in particular, what plagiarism and collusion are and how to avoid them. Useful guidance materials and supporting CIM policies are available on the CIM Learning Zone. Page 4
Academic offences, including plagiarism and collusion, are treated seriously. Plagiarism involves presenting work, excerpts, ideas or passages of another author without appropriate referencing and attribution. Collusion occurs when two or more candidates submit work which is so alike in ideas, content, wording and/or structure that the similarity goes beyond what might have been mere coincidence. Plagiarism and collusion are serious offences and any candidates found to be sharing their own work, copying another candidate s work, quoting work from another source without recognising and disclosing that source, or using agencies that provide assignment writing services will be penalised and their assignment may be declared null and void. In submitting each assignment, candidates need to complete the CIM declaration statement. In doing this the candidate is confirming that all the work submitted is their own and does not contravene CIM policies, including those on word count, plagiarism and collusion. Tutors sign the Listing of Candidates form, confirming that to the best of their knowledge the work submitted is the candidate s own. If a tutor has concerns about the authenticity of a candidate s submission, it is highlighted on this form. CIM reserves the right to return assignments if the necessary declaration statements have not been completed. A candidate believed to be involved in plagiarism and/or collusion for one or more tasks will have their work reviewed and processed through plagiarism detection software. A candidate found to be in breach of these regulations may be subject to one or more of the following: disqualification from membership; refused award of unit or qualification; disqualification from other CIM assignments/qualifications; refused the right to retake units/qualifications. Where a candidate has breached CIM regulations, the candidate and the Accredited Study Centre will be informed of the outcome. Submission of assignments Candidates are responsible for submitting a hard copy AND an electronic copy of the assignment to their Accredited Study Centre by the given deadline. Candidates must complete all CIM paperwork to accompany the assignment. CIM will not accept or mark an assignment that is sent to CIM by an individual candidate. A candidate s Accredited Study Centre is responsible for ensuring the assignment is submitted to CIM by the required CIM deadline. It is CIM s policy to mark the hard copy assignments only. The electronic copy is required for validity checks and will not be accepted by CIM as a substitute for the hard copy. Hard copy instructions The assignment must be held together by a treasury tag in the top left hand corner, but not bound or put in a wallet of any kind. Electronic copy instructions Candidates must submit an electronic copy of their assignment to their Accredited Study Centre, according to the following guidelines: candidates can only submit ONE file per unit to their Accredited Study Centre file types that are acceptable are:.doc.docm.docx.rtf.pdf the maximum file size per submission is 4mb; candidates should make every effort to reduce the size of the file submitted Candidates Accredited Study Centres are responsible for submitting an electronic copy of each candidate s assignment to CIM. Page 5
Final grades Final grades will be sent to candidates within three months of the CIM deadline. Assignment deadlines In order to submit to this session, candidates must register with CIM by the required deadline. Candidates must submit their assignment to their Accredited Study Centre (ASC) by the ASC s deadline, which will be different to CIM s deadline. It is the candidate s responsibility to contact the tutor for the submission deadline. The ASC must submit the candidate s assignment and accompanying paperwork to CIM which must be received no later than the CIM deadline. CIM deadline dates are available on the Learning Zone. Page 6
MANAGING CORPORATE REPUTATION Preparatory Work The candidate is asked to choose an organisation with which they are familiar and one that can be used across both tasks. They should complete the organisation summary and insert this into the Appendix section of the assignment. CORE SECTION COMPULSORY Task 1 Report Managing your online reputation 60% weighting In a digital world an organisation s reputation is increasingly determined by largely uncontrollable online interactions, as well as manageable offline factors, such as quality and service. Your Board is concerned that the organisation does not have a complete understanding of its reputation, and your CEO has asked you to conduct a review of your organisation s reputation both offline and online. Prepare a report evaluating the chosen organisation s offline and online reputation, in which you: critically evaluate the concept of reputation management in a digital age, and the importance and significance of managing corporate reputation for all organisations critically evaluate the extent to which your chosen organisation actively manages its reputation, and discuss all steps the chosen organisation takes to protect it apply tools such as stakeholder mapping and perception mapping to conduct an analysis of your chosen organisation s reputation with key stakeholder groups, and identify areas of weakness recommend, with justification, a reputation management strategy for the chosen organisation which will strengthen and protect its reputation in a competitive marketplace; this should include consideration of the political and financial consequences of implementing the recommendations, such as any structural changes or budgetary considerations associated with your recommendations; include a review of social media and digital platforms, and appraise the effectiveness of each as a reputation management tool apply and evaluate relevant conceptual and theoretical frameworks throughout the report. Word count: 2,500 words maximum Appendix Brief background to the organisation, its customer base and product(s)/service(s) range (two sides of A4 maximum, no marks allocated). Page 7
Task 1 Report Managing your online reputation ASSESSMENT CRITERIA AND MARK SCHEME Assessment Criteria A critical evaluation of the concept of reputation management in a digital age, and the importance and significance of managing corporate reputation for all organisations Marks Available 8 CIM Examiner s Mark Senior Examiner Second Mark A critical evaluation of the extent to which the chosen organisation actively manages its reputation, and a discussion of all steps the organisation takes to protect it 10 Application of tools, such as stakeholder mapping and perception mapping, to conduct an analysis of the chosen organisation s reputation with key stakeholder groups, and identification of areas of weakness 6 Recommendations, with justification, of a reputation management strategy for the organisation which will strengthen and protect its position in a competitive marketplace, including consideration of the political and financial consequences of implementing the recommendations; inclusion of a review of social media and digital platforms, and appraisal of the effectiveness of each as a reputation management tool 18 Application and evaluation of relevant conceptual and theoretical frameworks throughout the report 12 Format and presentation relevance to the tasks professional tone and required format appropriate use of examples to illustrate points Harvard referencing 6 Total Mark 60 Marked by PRINT NAME Date Senior Examiner PRINT NAME Date Page 8
Guidance Notes All tasks require a report for the CEO of your chosen organisation. Some candidates will choose their employing organisations to use as the context of their report. Those candidates without this opportunity may select a past employer or an organisation in which they are interested. All candidates should make it clear at the outset what their relationship is with the organisation they are using. Please note that this brief can be applied to any organisation, irrespective of sector, size or existing marketing roles and activities. If candidates work for any of the following types of organisation micro or SME, FMCG, not-for-profit, public sector, B2B or B2C they should be able to address the requirements of the brief. If candidates are finding it difficult to relate their specific context to the brief, they must seek guidance from their tutors. In their response, candidates should describe the context of the organisation, particularly where they feel there is a limitation. In addition, the brief background to the organisation supporting their assignment should enable the examiners to fully understand the context. The content of the candidate s submission should address marketing within the context they describe for the organisation. Task 1 Report Core Task Managing your online reputation To complete this task successfully, candidates should read widely around the topic. Reading should include not only academic materials, but also organisational documents, newspapers, magazines, market reports, online discussion and the candidates own professional experience. These should be used to provide evidence and examples to support points made, and reduce the number of unsupported, subjective comments. Such material should be fully referenced to demonstrate the breadth of research undertaken. Candidates should first examine the arguments and debate relating to the concept of reputation management, and the extent to which it is important. This involves considering key theory and models regarding reputation management and, in particular, online reputation management. Good responses will critically compare and contrast the views and theories of different authors. The second area requires a critical evaluation of the chosen organisation s current reputation management strategy, including the strengths and weaknesses of ongoing activity. This should include an evaluation of social media and digital platforms currently used by the organisation, and the extent to which they could be deployed to help manage the organisation s reputation. For those candidates whose chosen organisation has little current use of social media and digital platforms, recommendations may be made in relation to what the organisation could start to do, rather than what it actually does. Candidates should consider the perceptions and needs of the organisation s stakeholders, and assess the extent to which these are being met. Candidates should recommend and justify a reputation management strategy for the chosen organisation that will strengthen and protect its reputation. Candidates are advised to avoid describing tactical solutions but should provide strategic recommendations, including consideration of the use of digital communications, and advise the organisation as to how it can manage these changes. Candidates should examine the extent to which these changes could impact on the organisation s reputation. This section of the report should also include Page 9
a review of the potential political and financial consequences of the proposals, such as any potential structural or organisational consequences of the candidate s recommendations and any associated budgetary considerations. It is important that candidates realise they should only attempt to deal with the strategic issues and should resist the urge to go into detail about operational issues. It is important to bear in mind that there are 2,500 words available. As with all tasks, it is recommended that candidates take advantage of the word count allocated, in order to provide a full response. Please note this task is a report, and candidates should observe the conventions of business report writing in completing it. Page 10
ELECTIVE SECTION Answer any ONE of the following TWO electives. Task 2 Report Monitoring online reputation 40% weighting Managing reputation online requires a shift from broadcast communications techniques to dialogic (two-way) communications. Central to this fundamental difference is the ability to listen to stakeholders and evaluate the importance of what is being said. Organisations must develop a toolkit of online listening and observing techniques, to monitor what is being said about them online. In the context of your chosen organisation, your CEO has asked you to audit your organisation s current online reputation and to prepare a report, in which you: critically analyse the organisation's online monitoring structures and processes, and the possible effect they might have on its external reputation critically analyse the role and impact of monitoring online reputation, and appraise the organisation s current monitoring policies and practices critically evaluate the extent to which these policies have an impact on the overall reputation of the organisation recommend, with justification, an online monitoring strategy that will support the organisation's objectives and protect its reputation, including a review of current online monitoring tools available and an appraisal of their appropriateness for the organisation. Word count: 1,500 words maximum Appendix Provide a brief background to the organisation, its customer base and product(s)/service(s) range, if not previously described (two sides of A4 maximum, no marks allocated). Page 11
Task 2 Report Monitoring online reputation ASSESSMENT CRITERIA AND MARK SCHEME Assessment Criteria A critical analysis of the organisation's online monitoring structures and processes, and the possible effect they might have on its external reputation Marks Available 12 CIM Examiner s Mark Senior Examiner Second Mark A critical analysis of the role and impact of monitoring online reputation, and appraisal of the organisation s current monitoring policies and practices 8 A critical evaluation of the extent to which these policies have an impact on the overall reputation of the organisation 8 A recommendation, with justification, of an online monitoring strategy that will support the organisation's objectives and protect its reputation, including a review of current online monitoring tools available and an appraisal of their appropriateness for the organisation 8 Format and presentation relevance to the tasks professional tone and required format appropriate use of examples to illustrate points Harvard referencing 4 Total Mark 40 Marked by PRINT NAME Date Senior Examiner PRINT NAME Date Page 12
Task 2 Report Monitoring online reputation Guidance Notes In responding to this task, while related to the same organisation, candidates should not repeat information already contained in the report for Task 1. Failure to present new information will lose the candidate marks. As with Task 1, to complete this elective task successfully, candidates should read widely around the topic of managing and monitoring reputation online. Reading should include not only academic materials, but also organisational documents, newspapers, magazines, market reports, online discussion and the candidates own professional experience. These should be used to provide evidence and examples to support points made, and reduce the number of unsupported, subjective comments. Such material should be fully referenced to demonstrate the breadth of research undertaken. Organisations can no longer rely on one-way broadcast communications methods to manage reputation in a digitally connected world; they must engage in dialogic (two-way) communications and take account of feedback and criticism to manage and monitor their reputation online. There are several interlinking elements to this report. Candidates must consider proactive and reactive approaches to monitoring online reputation, and how these concepts relate to each other and also to the overall concept of corporate reputation. It is important to evaluate the impact on organisational reputation of failing to have a suitable online monitoring strategy; this should be part of the justification for the recommendations. Candidates must avoid lengthy descriptions of tactics: present only strategic recommendations and remember to include a review of current online monitoring tools available and an appraisal of their appropriateness for the recommended strategy. It is important that candidates realise they should only attempt to deal with the strategic issues, and should resist the urge to go into detail about operational issues. It is important to bear in mind that there are only 1,500 words available and therefore a concise approach is required. As with all tasks, it is recommended that candidates take advantage of the word count allocated, in order to provide a full response. Please note this task is a report, and candidates should observe the conventions of business report writing in completing it. Page 13
ELECTIVE SECTION Task 3 Report Measuring the effectiveness of reputation management 40% weighting Your Board is keen to ensure that any investment in nurturing and protecting the reputation of the organisation produces a positive return on the investment. In order to reassure them, you will prepare a measurement and evaluation report in which you set out how you will ensure the success of the strategy recommended in Task 1. In the context of your chosen organisation, produce a report in which you: critically evaluate the concepts of measurement and evaluation in relation to reputation management, and evaluate the tools and techniques available for measuring success critically assess the organisation s current measurement practices and their contribution to assessing the success of its reputation management strategy recommend, with justification, an outline measurement and evaluation strategy consisting of the main approach you would recommend, coupled with associated costs and organisational implications; this strategy should enable the organisation to appraise its reputation management activities; consider the impact of implementing the measurement strategy you recommend on the reputation management strategy you propose in Task 1. Word count: 1,500 words maximum Appendix Provide a brief background to the organisation, its customer base and product(s)/service(s) range, if not previously described (two sides of A4 maximum, no marks allocated). Page 14
Task 3 Report Measuring the effectiveness of reputation management ASSESSMENT CRITERIA AND MARK SCHEME Assessment Criteria A critical evaluation of the concepts of measurement and evaluation in relation to reputation management, and evaluation of the tools and techniques available for measuring success Marks Available 10 CIM Examiner s Mark Senior Examiner Second Mark A critical assessment of the chosen organisation s current measurement practices and their contribution to assessing the success of its reputation management strategy 10 Recommendation, with justification, of an outline measurement and evaluation strategy consisting of the main approach you would recommend, coupled with associated costs and organisational implications; this strategy should enable the organisation to appraise its reputation management activities; consider the impact of implementing the measurement strategy recommended on the reputation management strategy recommended in Task 1 16 Format and presentation relevance to the tasks professional tone and required format appropriate use of examples to illustrate points Harvard referencing 4 Total Mark 40 Marked by PRINT NAME Date Senior Examiner PRINT NAME Date Page 15
Task 3 Report Measuring the effectiveness of reputation management Guidance Notes In responding to this task, while related to the same organisation, candidates should not repeat information already contained in the report for Task 1. Failure to present new information will lose the candidate marks. As with Task 1, to complete this elective task successfully, candidates should read widely around the topic of measurement and evaluation. Reading should include not only academic materials, but also organisational documents, newspapers, magazines, market reports, online discussion and the candidates own professional experience. These should be used to provide evidence and examples to support points made, and reduce the number of unsupported, subjective comments. Such material should be fully referenced to demonstrate the breadth of research undertaken. In this report candidates must critically evaluate the role of measurement and evaluation and consider the extent to which it is important for the chosen organisation, critically evaluate concepts and practices relating to measuring reputation both online and offline, and assess the extent to which the organisation measures its reputation management activities; and make recommendations for a measurement strategy which will protect and enhance the reputation of the organisation and enhance the ROI of the strategy recommended in Task 1. It is important that candidates realise they should only attempt to deal with the strategic issues and should resist the urge to go into detail about operational issues. It is important to bear in mind that there are only 1,500 words available and therefore a concise approach is required. As with all tasks, it is recommended that candidates take advantage of the word count allocated, in order to provide a full response. Please note this task is a report, and candidates should observe the conventions of business report writing in completing it. Page 16
Chartered Postgraduate Diploma: Grade Descriptors Level 7 This grade is given for work that meets all of the assessment criteria to secure at least 70% and demonstrates a candidate s ability to: Grade A Concept 15% Application 30% Evaluation 45% Presentation 10% identify relevant theoretical principles commensurate with postgraduate level and critically apply and evaluate these within a senior marketing management context using originality of thought critically analyse complex, incomplete or contradictory areas of knowledge of a strategic nature and communicate the outcome effectively synthesise information, with critical awareness, in a manner which is innovative and original utilise knowledge, theories and concepts from the forefront of the discipline/practice, demonstrating a mature and analytical understanding and awareness of managing and working at a strategic level produce reliable, valid and incisive conclusions and strategic recommendations based on findings critically evaluate marketing concepts, theories and methodologies, arguing alternative approaches, with evidence of an exceptional level of conceptual understanding of strategic issues apply initiative and originality of thought in problem solving and make decisions in complex and unpredictable situations engage confidently in academic and professional communication, reporting on actions clearly, autonomously and competently Grade B This grade is given for work that meets all of the assessment criteria to secure at least 60% and demonstrates a candidate s ability to: identify relevant theoretical principles commensurate with postgraduate level and critically apply and evaluate these within a senior marketing management context analyse complex, incomplete or contradictory areas of knowledge of a strategic nature and communicate the outcome appropriately synthesise information in an effective manner, utilising appropriate knowledge, theories and concepts apply relevant contemporary issues demonstrating a detailed understanding and awareness of managing and working at a strategic level produce reliable and informative conclusions and strategic recommendations based on findings evaluate marketing concepts, theories and methodologies, arguing a range of approaches, with evidence of a high level of conceptual understanding of strategic issues apply initiative in problem solving and decision making engage in academic and professional communication, reporting on actions clearly, autonomously and competently Grade C This grade is given for work that meets enough of the assessment criteria to secure at least 50% and demonstrates a candidate s ability to: identify relevant theoretical principles commensurate with postgraduate level and apply these within a senior marketing management context analyse areas of knowledge of a strategic nature and communicate the outcome satisfactorily analyse information in an appropriate manner, utilising knowledge of theories and concepts include some contemporary issues demonstrating an awareness of managing and working at a strategic level produce reliable conclusions and strategic recommendations based on findings evaluate marketing concepts, theories and methodologies, with evidence of a competent level of understanding of strategic issues apply techniques of problem solving and decision making engage in academic and professional communication, reporting on actions clearly, autonomously and competently Grade D This grade is given for borderline work that does not meet enough of the assessment criteria to secure a pass and is within the band 45-49%. This may be due to: repeating case material rather than evidencing knowledge of the marketing discipline at Postgraduate Diploma level a lack of knowledge and understanding of a strategic nature limited analysis of information with limited reference to theories and concepts limited inclusion of contemporary issues and limited awareness or understanding of managing and working at a strategic level superficial conclusions and strategic recommendations which lack depth insufficient evaluation of marketing concepts, theories and methodologies, evidencing a lack of understanding of strategic issues an inability to apply appropriate techniques for problem solving and decision making inappropriate use of academic and professional communication Page 17