Communication Skills for Managers CW4 Summative Assessment Brief | BPP

Published: 18 Aug, 2025

Category	Assignment	Subject	Management
University	BPP Business School	Module Title	Communication Skills for Managers

Word Count	3500 words

1. General Assessment Guidance

Your summative assessment for this module is made up of this summative assessment which accounts for 100% of the marks
Please note late submissions will not be marked.
You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.
For coursework, the submission word limit is 3500 words. You must comply with the word count guidelines. You may submit LESS than 3500 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.
Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.
A total of 100 marks are available for this module assessment, and you are required to achieve minimum 40% to pass this module.
You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism.
You can find further information on Harvard Referencing in the online library on the Hub. You can use the following link to access this information: https://bpp.libguides.com/home/business
BPP University has a strict policy regarding authenticity of assessments. In proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GARs and UPPs which are available on the HUB in the Help and Support section under Documents and Forms.
Use of AI in assessments is only allowed for the purposes of reviewing a draft, correcting language errors or if specified in the summative assessment brief. If you have used AI for any of these purposes, you should indicate this on the Assignment Cover sheet. For more information regarding acceptable and unacceptable use of AI, please enrol onto the Generative AI Foundations course on the HUB.
You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Cover sheet may be considered invalid and not marked.

2.Assessment Brief

In this assessment you need to demonstrate you meet the following module Learning Outcomes:

Understanding of the key principles and processes of professional communication.
Identify and apply various communication strategies for different types of business messages, including routine, positive, negative, and persuasive and ethical considerations.
Develop and refine interpersonal communication skills, including listening, nonverbal communication, and business etiquette.
Manage and organise information efficiently for business writing and presentations. You are required to create slides with a professional appearance and supporting speaker notes.

3. Assessment Task

You are the Communications Manager for Apple. You have been asked to prepare training material for all the store managers in the UK.

An Apple Store Manager plays a crucial role in ensuring the store runs smoothly while delivering an exceptional customer experience.

Their duties include:

Leading & Inspiring Teams – Building and motivating high-performing teams that provide outstanding service.
Customer Experience – Ensuring customers receive expert guidance, technical support, and a seamless shopping experience.
Sales & Business Growth – Driving sales, meeting business goals, and implementing strategies to enhance store performance.
Operations Management – Overseeing inventory, visual merchandising, and store organization.
Talent Development – Hiring, training, and developing employees to excel in their roles. Problem-Solving & Adaptability – Handling challenges in a fast-paced retail environment while maintaining composure.
Collaboration – Working with business teams to align store operations with Apple’s broader vision.

Your task is to create a professional communication guide for Apple Store Managers, containing the sections below:

Task1 (LO1): The guide must identify typical challenges the manager may face, in the areas of Applying the Three-Step Writing Process and Communicating Persuasive Messages.

Task 2 (LO2): The guide should explain the verbal, nonverbal or written communication skills which are required to overcome the challenges, identified above.

Task 3 (LO3): In your guide, explain how the identified skills would be effective in resolving difficulties.
Professional appearance of slides (LO4): Your guide must be presented professionally on Powerpoint slides using a slide template. Slides must be tidy in appearance with brief, informative text and visual elements (e.g images, diagrams and charts). You must provide speaker notes to support and explain slide text in detail.

General Guidelines:

You must submit your presentation in PDF format with speaker notes
There must be a minimum of 15 slides.
Your guide should focus on the role of the Apple Store Manager, and include typical scenarios and challenges an Apple Store Manager may face
You must use Harvard style to reference your sources, with citations on your slides and a Reference List at the end

Task Guidelines:

Task 1 (3-5 slides)

Give an overview of the Apple Store Manager job role and describe the communication challenges of the job.
Give examples of situations the Apple Store Manager may face, and explain the communication challenge for each one.
Describe the Three-Step Writing Process and the foundations of persuasive messages (e.g. ethos, pathos and logos).

Task 2 (3-5 slides)

Describe the verbal, nonverbal or written communication skills needed to create routine, positive and negative messages.
Explain how the Apple Store Manager can use the Three-Step Writing Process and persuasive messages (e.g. ethos, pathos and logos) to communicate in an ethical manner with their team members.

Task 3 (3-5 slides)

Explain why the communication skills in Task 2 will be effective in resolving challenges with good business etiquette.
Describe the positive results from using the skills in Task 2, such as motivated team members, better collaboration and improved work performance.

Professional appearance of slides and speaker notes

Use a slide template from Powerpoint, Canva.com or Microsoft Create to give your slides a tidy and professional appearance
Add visual elements such as images, diagrams and charts
Follow the 5-5-5 rule of Powerpoint design to limit the amount of text on your slides
Write speaker notes under each slide, explaining the text on slide in detail
Organise your speaker notes using headings and bullet points

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Marking Guide

Criterion		0-29% Fail	30-39% Marginal Fail	40-49% Pass	50-59% Lower second	60-69% Upper second	70-79% First	80-100% First
LO1:	Understanding of	Inadequate	*Limited* identification	*Basic* identification of	*Satisfactory* identification	*Very* *good* identification of	*Excellent* and insightful	*Outstanding, original* and
	the key principles and processes of	identification of typical managerial challenges with no	of typical managerial challenges in the areas of Applying the Three-	common managerial challenges with limited understanding of the	of managerial challenges with some understanding of the Three-Step Writing	managerial challenges showing clear understanding of the	identification of managerial challenges, showing strong critical	critical identification and evaluation of managerial communication
	professional	relevant knowledge of	Step Writing Process	Three-Step Writing	Process and Persuasive	Three-Step Writing Process	understanding of the	challenges, with
	communication	their relation to communication	and Communicating Persuasive Messages.	Process and Persuasive Messages. Challenges are	Messages. Challenges are generic, but with some	and Persuasive Messages. Challenges are well-aligned	Three-Step Writing Process and Persuasive Messages.	sophisticated application of the Three-Step Writing
		difficulties.	Significant gaps in the	generic, superficially	attempt to relate them to	to a specific managerial	Challenges are thoughtfully	Process and Persuasive
			understanding of their	described, and not	managerial functions or	role, with explicit mention	aligned to a specific	Messages. Challenges are
			relation to	aligned to any specific	contexts, though	of typical tasks and	managerial role, with	precisely aligned to a
			communication	managerial role.	inconsistently.	communication situations	detailed discussion of	specific managerial role,
			difficulties.			faced by the role.	relevant responsibilities,	with comprehensive
							tasks, and communication	discussion of
							scenarios. Some evidence	responsibilities, tasks,
							of independent analysis or	and nuanced
							original thinking.	appreciation of
								communication contexts.
								Highly creative insights
								and/or exceptional clarity
								of presentation
								throughout.
LO2:	Identify and apply	Inadequate	*Limited* understanding	*Basic* and partial	*Satisfactory* explanation	*Very* *good* explanation of	*Excellent* and accurate	*Outstanding* explanation
	various communication	knowledge of verbal, nonverbal or written communication skills	of verbal, nonverbal or written communication skills	explanation of verbal, nonverbal, or written communication skills	of verbal, nonverbal, or written communication skills, showing some	verbal, nonverbal, or written communication skills, showing mostly	explanation of verbal, nonverbal, or written communication skills,	of verbal, nonverbal, and written communication skills, demonstrating a
	strategies for	needed for a range of	needed for a range of	needed for business	knowledge gaps and	accurate understanding	showing thorough	comprehensive
	different types of	business messages.	business messages in	messages. Shows limited	occasional inaccuracies.	with only minor knowledge	understanding of the	understanding of the
	business messages,		the areas of Applying the Three-Step Writing Process and	understanding of the Three-Step Writing Process and	Some communication skills are partially linked to challenges identified	gaps. Communication skills are clearly connected to the earlier identified	Three-Step Writing Process and Communicating Persuasive Messages.	Three-Step Writing Process and Communicating
	including routine,		Communicating	Communicating	earlier, though links may	challenges, though some	Communication skills are	Persuasive Messages.
	positive, negative,		Persuasive Messages,	Persuasive Messages.	be unclear or	connections could be more	clearly and consistently	Communication skills are
	and persuasive		with major knowledge gaps.	Connections to earlier challenges are minimal or	underdeveloped.	fully developed.	connected to challenges identified earlier.	insightfully connected to challenges identified
				absent.				earlier, showing deep
								understanding of their

								relevance and application.
LO3:	Develop and	*Inadequate* or no	*Limited* understanding	*Basic* understanding of	*Satisfactory*	*Very* *good* understanding	*Excellent* understanding of	*Outstanding*
	refine interpersonal	relevant knowledge of the effectiveness of communication skills	of the effectiveness of communication skills to resolve challenges in	the effectiveness of communication skills to address challenges.	understanding of the effectiveness of communication skills.	of the effectiveness of communication skills. Explanations show clear	how communication skills create measurable positive outcomes within a specific	understanding of how communication skills directly enhance
	communication	to resolve challenges	the workplace in the	Explanations are generic,	Some explanations of	and mostly accurate links	managerial role (e.g.,	individual and team
	skills, including	in the workplace.	areas of Applying the	describing general	positive outcomes (e.g.,	between communication	better collaboration, higher	performance within a
	listening, nonverbal		Three-Step Writing Process and Communicating	benefits (e.g., "better teamwork", "clearer messages") without	improved task delegation, smoother meetings) are provided and partially	skills and positive outcomes (e.g., conflict resolution, motivation) within a	output). Explanations are clear, consistent, and add insightful detail to earlier	specific managerial role. Explanations show deep understanding of how
	communication,		Persuasive Messages.	linking them to a specific	linked to a specific	specific managerial role,	discussion of required	particular skills lead to
	and business			managerial role or	managerial role, though	with minor gaps or	communication skills to	specific, high-value
	etiquette			workplace situation.	links may be superficial or inconsistent.	inconsistencies.	resolve identified communicative challenges.	improvements (e.g., retention rates, project
								success rates),
								demonstrating
								exceptional depth and
								precision.
LO4:	Manage and	*Inadequate* and	*Limited* professional	*Basic* professional	*Satisfactory* professional	*Very* *good* professional	*Excellent* professional	*Outstanding* and highly
LO4:	organise information	unprofessional or poorly formatted slides with poor or	presentation of slides with basic speaker notes. Significant	presentation of slides, with adequate use of text and visuals, though often	presentation of slides, with effective use of text and visuals on some	presentation of slides, with mostly effective and consistent use of text and	presentation of slides, showing clear, coherent, and visually engaging use	polished presentation of slides, demonstrating exceptional clarity,
	organise information
	efficiently for	missing speaker notes.	difficulties with	cluttered, inconsistent or	slides, though others	visuals. Speaker notes are	of text and visuals across	consistency, and visual
	business writing	Incomplete or poorly	structure, flow of ideas	unclear. Speaker notes	remain inconsistent or	detailed and well-	the whole deck. Speaker	professionalism. Speaker
	and presentations	organised with ineffective use of	and use of visuals.	provide limited explanatory detail, and	unclear. Speaker notes provide explanatory	organised, using consistent headings, subheadings,	notes are consistently detailed, structured, and	notes are exceptionally well-structured,
		visuals.		presentation style	detail and some use of	and bullet points, with only	clearly expressed, with	insightful, and flawless in
				(headings, bullet points)	headings and bullet	minor issues in clarity or	excellent formatting	formatting, enhancing
				is inconsistent or missing.	points, but clarity and	formatting.	throughout (headings,	the slides with precise,
				Frequent clarity and	structure are uneven.		subheadings, bullet	well-organised
				formatting issues.			points).	explanatory content.

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