QUESTION 1
COMMUNICATION IN THE ORGANISATION (15)
The communication of organisations is addressed in a number of professional and
academic fields. Discuss the following fields of communication with special
emphasis on their origins and major emphases:
1.1.1 Business communication (5)
Origin
Business communication can be traced back to the earliest times of commercial
activity.
Historical remnants of business-related writing, for example, have been found on
Roman tablets. Business writing was taught in European universities as early as
the 12th century.
The principles of early business communication drew heavily on rhetoric,
particularly the rhetorical traditions of the 18th and the 19th centuries.
The origin of modern business communication can be linked more specifically to
the establishment of land grant colleges in the United States of America in 1863.
Business communication secured a foothold in the business curriculum and
originated in business writing and technical communication.
Until the 1960s, the communication that received the greatest attention in the field
was written communication, but by the 1980s the scope of the field had expanded
to include oral communication, interviewing and presentation skills.
Emphasis
Many business communication courses have a skills orientation.
The original scope of business communication is not universal. It focuses more on
the communication that occurs within organisations defined as businesses and less
so on the communication practised by other organisations.
The academic field also pays greater attention to communication that relates
directly to business and less to communication that falls outside the business
context.
1.1.2 Marketing communication (5)
Origin
Marketing communication has evolved in parallel with the marketing discipline.
It was originally seen as the communication required for marketing transactions –
with emphasis given to the elements of communication that dealt most directly with
transactions.
Traditionally, these were advertising, personal selling, sales promotion, publicity
and, in some (but not all) forms, public relations.
Emphasis
, In the last three decades, there has been a shift from an emphasis in
communication that had as its end goal the transaction, to communication that
results in an ongoing relationship between the organisation and all of its
stakeholders, including the customer.
From the view that marketing communication is the management of the specific
elements of the marketing communication mix, there is now the widespread view
that it addresses all the communication necessary in building the brand relationship
between the company and its market, including planned, unplanned, product and
service messages.
1.1.3 Public relation (5)
Origio
It irigioated io the early part if the lant ceotury an a practcal eaon if geoeratog
faviurable publicity aod ioterent io the tipic, priduct ir eveot. It wan pri arily practned
an a ioe-way pernuanive ci uoicatio, which in ntll iccurriog eveo tiday.
E phanin
It dealn pri arily with the aoage eot aod i ple eotatio if irgaoinations
ci uoicatio, io very uch the na e arean an cirpirate ci uoicatio. Acade ically,
it han beeo ntudied aod taught pri arily io faculten if jiuroalin aod ci uoicatio
ntudien.
It ficunen io aoage eot if perception aod ntrategic relationhipn betweeo ao
irgaoinatio aod itn ioteroal aod exteroal ntakehildern thriugh ci uoicatio
I pirtaot: Revine the leveln if ntrategy aod the relationhip betweeo ntrategy aod
ci uoicatio (annigo eot). Pg 30-31
Nit dioe io annigo eot: The exteoniion if the ntrategic ciocept.
Strategic aoage eot aod itn di eoniion:
Value creatio
renpioniveoenn aod
renpionibility
2. Question
Strategic Plaooiog ntrategien are iperatioalined
Strategic thiokiog eotail artculatio if aoage eot briad viniio if future if the
irgaoinatio aod directio if the irgaoinatio
COMMUNICATION IN THE ORGANISATION (15)
The communication of organisations is addressed in a number of professional and
academic fields. Discuss the following fields of communication with special
emphasis on their origins and major emphases:
1.1.1 Business communication (5)
Origin
Business communication can be traced back to the earliest times of commercial
activity.
Historical remnants of business-related writing, for example, have been found on
Roman tablets. Business writing was taught in European universities as early as
the 12th century.
The principles of early business communication drew heavily on rhetoric,
particularly the rhetorical traditions of the 18th and the 19th centuries.
The origin of modern business communication can be linked more specifically to
the establishment of land grant colleges in the United States of America in 1863.
Business communication secured a foothold in the business curriculum and
originated in business writing and technical communication.
Until the 1960s, the communication that received the greatest attention in the field
was written communication, but by the 1980s the scope of the field had expanded
to include oral communication, interviewing and presentation skills.
Emphasis
Many business communication courses have a skills orientation.
The original scope of business communication is not universal. It focuses more on
the communication that occurs within organisations defined as businesses and less
so on the communication practised by other organisations.
The academic field also pays greater attention to communication that relates
directly to business and less to communication that falls outside the business
context.
1.1.2 Marketing communication (5)
Origin
Marketing communication has evolved in parallel with the marketing discipline.
It was originally seen as the communication required for marketing transactions –
with emphasis given to the elements of communication that dealt most directly with
transactions.
Traditionally, these were advertising, personal selling, sales promotion, publicity
and, in some (but not all) forms, public relations.
Emphasis
, In the last three decades, there has been a shift from an emphasis in
communication that had as its end goal the transaction, to communication that
results in an ongoing relationship between the organisation and all of its
stakeholders, including the customer.
From the view that marketing communication is the management of the specific
elements of the marketing communication mix, there is now the widespread view
that it addresses all the communication necessary in building the brand relationship
between the company and its market, including planned, unplanned, product and
service messages.
1.1.3 Public relation (5)
Origio
It irigioated io the early part if the lant ceotury an a practcal eaon if geoeratog
faviurable publicity aod ioterent io the tipic, priduct ir eveot. It wan pri arily practned
an a ioe-way pernuanive ci uoicatio, which in ntll iccurriog eveo tiday.
E phanin
It dealn pri arily with the aoage eot aod i ple eotatio if irgaoinations
ci uoicatio, io very uch the na e arean an cirpirate ci uoicatio. Acade ically,
it han beeo ntudied aod taught pri arily io faculten if jiuroalin aod ci uoicatio
ntudien.
It ficunen io aoage eot if perception aod ntrategic relationhipn betweeo ao
irgaoinatio aod itn ioteroal aod exteroal ntakehildern thriugh ci uoicatio
I pirtaot: Revine the leveln if ntrategy aod the relationhip betweeo ntrategy aod
ci uoicatio (annigo eot). Pg 30-31
Nit dioe io annigo eot: The exteoniion if the ntrategic ciocept.
Strategic aoage eot aod itn di eoniion:
Value creatio
renpioniveoenn aod
renpionibility
2. Question
Strategic Plaooiog ntrategien are iperatioalined
Strategic thiokiog eotail artculatio if aoage eot briad viniio if future if the
irgaoinatio aod directio if the irgaoinatio
