KB international business College

Department of Marketing Management

Occupational Standard: Marketing Operations Coordination Level IV
Unit Title Make a Presentation
Unit Code BUF MOC4 01 0812
Unit Descriptor This unit covers the performance outcomes, skills and knowledge
required to prepare, deliver and review a presentation to a target
audience.

Elements Performance Criteria

1. Prepare a 1.1. Plan and document presentation approach and intended outcomes
presentation 1.2. Choose presentation strategies, format and delivery methods that
match the characteristics of the target audience, location,
resources and personnel needed
1.3. Select presentation aids, materials and techniques that suit the
format and purpose of the presentation, and will enhance audience
understanding of key concepts and central ideas
1.4. Brief others involved in the presentation on their
roles/responsibilities within the presentation
1.5. Select techniques to evaluate presentation effectiveness
2. Deliver a 2.1. Explain and discuss desired outcomes of the presentation with the
presentation target audience
2.2. Use presentation aids, materials and examples to support target
audience understanding of key concepts and central ideas
2.3. Monitor non-verbal and verbal communication of participants to
promote attainment of presentation outcomes
2.4. Use persuasive communication techniques to secure audience
interest
2.5. Provide opportunities for participants to seek clarification on
central ideas and concepts, and adjust the presentation to meet
participant needs and preferences
2.6. Summarize key concepts and ideas at strategic points to facilitate
participant understanding
3. Review the 3.1. Implement techniques to review the effectiveness of the
presentation presentation
3.2. Seek and discuss reactions to the presentation from participants or
from key personnel involved in the presentation
3.3. Utilize feedback from the audience or from key personnel
involved in the presentation to make changes to central ideas
presented
Variable Range

Presentation  case studies

strategies may  demonstration
involve:  discussion
 group and/or pair work
 oral presentations
 questioning
 simulations and role-play
Presentation format  advertising copy
and delivery  audio
methods may  direct marketing copy
include:  individual presentation
 public relations copy
 scripts
 storyboards
 team presentation
 verbal presentation
 video
 visuals
Characteristics may  age
include:  cultural and language background
 educational background or general knowledge
 gender
 language, literacy and numeracy needs
 physical ability
 previous experience with the topic
Presentation aids  computer simulations and presentations
and materials may  diagrams, charts and posters
include:  models
 overhead projector
 paper-based materials
 video and audio recordings
 whiteboard
Presentation  animation
techniques may  comparative advertising
include:  live action
 music
 signature elements such as:
 slogans
 logotypes
 packaging
 sound effects
 use of a guest speaker
 use of black and white
 use of colour
  use of humour
Techniques to  action research
evaluate  critical friends
presentation  focus group interviews
effectiveness may  one-on-one interviews with participants and other personnel
include: involve in the presentation
 written feedback provided by participants

 How do you prepare a short presentation?

If you want to get by on more than hope, consider these strategies that can show you how to
make a good presentation, fast.
1. Keep talking points simple.
2. Keep your presentation short.
3. Tell a story.
4. Include some audience participation.
5. Practice, practice, practice.
6. Don't let 'em see you sweat.

 What are the 8 steps to prepare your presentation?

8 Steps to a Better Business Presentation
Step 1: Prepare. The first step in making a great presentation is preparation.
Step 2: Organize
Step 3: Be Concise.
Step 4: Accessorize.
Step 5: Don't Read Your PowerPoint.
Step 6: Use a Map.
Step 7: Dress the Part.
Step 8: Give Them Something to Do.

 What is the most important thing in preparing presentation?

Giving effective presentations: 5 ways to present your points with power, not just PowerPoint
The prospect of giving a presentation fills some people with dread, while others relish the
experience. However you feel, presenting your work to an audience is a vital part of professional life
for researchers and academics. Presentations are a great way to speak directly to people who are
interested in your field of study, to gather ideas to push your projects forward, and to make valuable
personal connections.
Tip 1: Know your audience
The first and most important rule of presenting your work is to know your audience members. If
you can put yourself in their shoes and understand what they need, you'll be well on your way to
a successful presentation. Keep the audience in mind throughout the preparation of your
presentation.
Tip 2: Create a clear, logical structure
Next, you'll need to think about creating a clear, logical structure that will help your audience
understand your work. You're telling a story, so give it a beginning, middle, and end.
3. Write for your specific readers: consider shared knowledge
Visual materials, probably in the form of PowerPoint slides, are likely to be a vital part of your
presentation. It is crucial to treat the slides as visual support for your audience, rather than as a
set of notes for you.
Tip 4: Talk in "spoken English" style, not in "written English" style
The style of spoken English is quite different from that of written English. If you are preparing
your script from text in a research paper, you will need to change the style of the written phrases
into that of spoken phrases
Tip 5: Practice your presentation and practice again!
Public speaking is the part of presentations that most people dread. Although it might not be
possible to get over your nerves completely, good preparation and practice will give you
confidence. Most confident speakers do lots of preparation and use notes well.
Concluding remarks
Remember the importance of knowing your audience, giving yourself time to prepare
thoroughly, and structuring your talk appropriately. And, don't panic!

 Why do we prepare presentation?

Presentations offer opportunities for developing skills and knowledge together. This process
can strengthen learning and enthusiasm for further knowledge. If the presentation is effective, the
audience should have learned something new and increased their interest about the topic.
Steps in Preparing a Presentation

i. Planning Your Presentation

Preparing a presentation can be an overwhelming experience if you allow it to be one. The

strategies and steps below are provided to help you break down what you might view as a large
job into smaller, more manageable tasks.

Step 1: Analyze your audience

The first step in preparing a presentation is to learn more about the audience to whom you'll be
speaking. It's a good idea to obtain some information on the backgrounds, values, and interests of
your audience so that you understand what the audience members might expect from your
presentation.

Step 2: Select a topic

Next, if possible select a topic that is of interest to the audience and to you. It will be much easier
to deliver a presentation that the audience finds relevant, and more enjoyable to research a topic
that is of interest to you.

Step 3: Define the objective of the presentation

Once you have selected a topic, write the objective of the presentation in a single concise
statement. The objective needs to specify exactly what you want your audience to learn from
your presentation. Base the objective and the level of the content on the amount of time you have
for the presentation and the background knowledge of the audience. Use this statement to help
keep you focused as you research and develop the presentation.

ii. Preparing the Content of Your Presentation

Step 4: Prepare the body of the presentation

After defining the objective of your presentation, determine how much information you can
present in the amount of time allowed. Also, use your knowledge about the audience to prepare a
presentation with the right level of detail. You don't want to plan a presentation that is too basic
or too advanced.

The body of the presentation is where you present your ideas. To present your ideas
convincingly, you will need to illustrate and support them. Strategies to help you do this include
the following:

 Present data and facts

 Read quotes from experts
 Relate personal experiences
  Provide vivid descriptions

And remember, as you plan the body of your presentation it's important to provide variety.
Listeners may quickly become bored by lots of facts or they may tire of hearing story after story.

Step 5: Prepare the introduction and conclusion

Once you've prepared the body of the presentation, decide how you will begin and end the talk.
Make sure the introduction captures the attention of your audience and the conclusion
summarizes and reiterates your important points. In other words, "Tell them what you're going to
tell them. Tell them. Then, tell them what you told them."

During the opening of your presentation, it's important to attract the audience's attention and
build their interest. If you don't, listeners will turn their attention elsewhere and you'll have a
difficult time getting it back. Strategies that you can use include the following:

 Make the introduction relevant to the listeners' goals, values, and needs
 Ask questions to stimulate thinking
 Share a personal experience
 Begin with a joke or humorous story
 Project a cartoon or colorful visual
 Make a stimulating or inspirational statement
 Give a unique demonstration

During the opening you want to clearly present your topic and the purpose of your presentation.
Clearly articulating the topic and purpose will help the listeners focus on and easily follow your
main ideas.

During the conclusion of your presentation, reinforce the main ideas you communicated.
Remember that listeners won't remember your entire presentation, only the main ideas. By
reinforcing and reviewing the main ideas, you help the audience remember them.

iii. Practicing and Delivering

Step 6: Practice delivering the presentation

Most people spend hours preparing a presentation but very little time practicing it. When you
practice your presentation, you can reduce the number of times you utter words and phrases like,
"um," "well," and "you know." These habits can easily diminish a speaker's credibility. In
addition to planning the content of your presentation, you need to give advanced thought to how
you want to deliver it. Do you want to commit your presentation to memory, use cards to guide
you, or read from a script? Or, you might want to use a combination of methods. To help you
decide, read the advantages and disadvantages of the four delivery methods described below.
Speaking from Memory

A distinct advantage of speaking from memory is your ability to speak to the audience without
relying on notes or a script. This allows you the flexibility to move away from the podium and to
maintain eye contact with the audience. However, speaking from memory has disadvantages,
too. Presentations from memory often sound rehearsed and the possibility exists that you'll forget
an important point, present information that's inaccurate, or completely lose your train of
thought. If you decide to deliver your presentation from memory, have notes handy to jog your
memory just in case!

Speaking from Notes

Many people like to speak from notes. Typically these notes are either on cards or paper in
outline form and contain key ideas and information. If you are using an electronic presentation
tool, you may be able to include your notes in the presentation itself. The benefit of delivering a
presentation from notes is that you sound natural rather than rehearsed and you can still maintain
relatively good eye contact with the audience. The down side is that you might not express your
key ideas and thoughts as well as you may have liked had you planned your exact words in
advance.
Speaking from Text

Speaking from text involves writing your speech out, word for word, then basically reading from
the text. As with speaking from memory, an advantage of this method is that you plan, in
advance, exactly what you're going to say and how you're going to say it. A disadvantage is that
you might appear to the audience to be stiff or rehearsed. You will need to make frequent eye
contact and speak with expression to maintain the audience's interest.

Using a Combination of Methods

You may find the best method to be a combination of all three. For instance, experts suggest you
memorize the first and last ten minutes of your talk so that you can speak flawlessly and without
notes. Notes may be suitable for segments of your presentation that you know very well, for
example, relating a personal story. Finally, speaking from a text might be appropriate when you
have quotes or other important points that you want to make sure you communicate accurately
and completely. You can make a smooth segue to written text by saying something like: "I want
to read this quote to you verbatim, to ensure that I don't distort the original intent."