How to find Marketing jobs in Ethiopia

  1. Meanings are not transferable. As one communication scholar notes How to find Marketing jobs in Ethiopia “communication does not consist of the transmission of meaning. Meanings are not in the message; they are in the message user”


1.3.3. Importance of Effective communication


Dear learners, can you identify the importance of communication in general and in organizations in particular?

The importance of communication in management cannot be over-emphasized. It is the foundation of all group activities.  It is the lifeblood of an organization. Because the different functions of an organization can properly accomplish their activities when they exchange the right information at the right time.


Whatever the job, effective communication is important. The first reason is that communication is pervasive, because managers and employees spend most of their working time in communicating.  Researches show that the average executive spends 75 to 80 percent of working days communicating which is, about 45 minutes of every hour. The second reason is that communication is critical for success: Communication skills are important because it is through communication that we gain the information we need to make successful decisions at work.


Thirdly, communication has two important functions in an organization. It enables people to exchange necessary information, i.e., helps group members fulfill organizational goals and it helps to bind group members into a cohesive unit. The nature of the organization and the personalities of its members affect the way communication occurs. Nevertheless, most organizations depend heavily on communication to accomplish their objectives.


Specifically, communication is importance because:

  1. It enables smooth and unrestricted running of the enterprise
  2. It allows quick decision and implementation
  3. It encourage proper planning and coordination
  4. It maximizes productivity with the minimum cost
  5. It help to build  morale and democratic management
  1. It helps organizations achieve their goals. So important is communication that without it an organization cannot function. Its activities require human being to interact, react – communicate with each other. They exchange information, ideas, plans, order needed supplies, make decisions, rules, proposals, contracts, agreements. Both within (internal) and outside the organization (external) communication –oral or written- is its lifeblood. A vital means of attending successfully to matters of company concern is through effective internal communication. It helps increase job satisfaction, productivity, safety, and profits as well as decrease absenteeism, grievances, and turnover. Messages to persons outside the company can have a far-reaching effect on company’s reputation and ultimate success.
  2. It helps businesses growth in size: large businesses have a number of branches within a country or even abroad. For their health and growth, it is extremely important that the central organization maintains a thorough and up-to-date knowledge of the various activities at the branch offices, keeps the branch offices well acquainted with the activities at the center, and maintain some kind of link among the various branches. This calls for effective and efficient network of communication.
  3. It helps to overcome business Competition: business has become very competitive such that products of common consumption are available in the market in multiple brands. All these brands do not sell equally well. Marketing researches have revealed that firms that communicate better can also sell better.
  4. It helps to meet personal responsibilities: people put things in writing to create a record, to convey complex data, to make things convenient for the reader, to save money, and to convey their own messages more effectively. Effective communication- written and spoken- also helps you to better accomplish various aims in your personal activities. You will sometimes need to write letters, proposals or reports, or to present your views orally as committee chairperson, club officers, etc. In these roles you might communicate with public officials, business, industrial, or professional people; or personal friends. Whatever your purpose, you will usually achieve them more effectively when you apply the same skills that help you communicate effectively in business.


Effective communication has a special role to play, particularly in developing countries like Ethiopia where most of the workers are illiterate and it is not uncommon to find persons from all parts of the country speaking different languages and working within the same organization.  Here the device of communication has to be transplanted with great caution. The workers and all others concerned should acquaint with the type of organization and the prevailing system of communication. Then only we can expect its smooth functioning with productive results.

Activity 1.1


Answer the following questions.

  1. What is communication? Define it.
  2. What are the basic attributes of communication?
  3. Communication takes place using only written and spoken words. Do you agree/ why or why not?
  4. Describe the importance of communication

The role of organizational communication

 Dear distance learners, in this section you will learn the objectives of communication in the work place.

1.3.4. Objectives of organizational communication

 Dear students, what do you think are the objectives of communication in organization?

As you can imagine, communication takes place in the organization with the following major objectives in mind.

  • To Set clear goals and objectives

Organizations relay on communication among employees at all levels to decide on and implement their goals. Communication, therefore, helps to develop information and understanding among all workers.

  • To make and implement decisions

In an effort to achieve their goals, people must make and implement many decisions. Managers make decisions by collecting facts and analyzing them, often with the help of lower level employees.

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