[Date]
COM2602 Assignment
1 Semester 2 2024
QUESTIONS AND ANSWERS
,COM2602 Assignment 1 Semester 2 2024
QUESTION 1
COMMUNICATION IN THE ORGANISATION
1.1 There is a debate between communicators in the field of organisational
communication regarding the role of communication. Some commentators view
communication as a tactical activity in the organisation, manifested in such
practices as public relations or advertising. On the other hand, other
communicators argue that, in fact, communication has a strategic role in the
organisation. Taking this scenario into consideration:
1.1.1 Discuss the concept of strategy and its extensions. (15)
1.1.2 Explain whether communication has a strategic role or not. (10) [25] 16
1.1.1 Discuss the concept of strategy and its extensions. (15)
Concept of Strategy: Strategy refers to a comprehensive plan or set of actions
designed to achieve long-term goals and objectives. It involves determining the
direction and scope of an organization over the long term, achieving an advantage
through resource configuration within a challenging environment, to meet the
needs of markets and fulfill stakeholder expectations.
Key Elements of Strategy:
1. Goals and Objectives: Defining clear and measurable outcomes the
organization aims to achieve.
2. Scope: Determining the boundaries within which the organization will
operate, including the markets it will serve and the activities it will perform.
, 3. Competitive Advantage: Identifying how the organization will differentiate
itself from competitors to achieve superior performance.
4. Resource Allocation: Deciding how to distribute resources (financial,
human, technological) to implement the strategy effectively.
5. Sustainability: Ensuring that the strategy can be maintained over the long
term, adapting to changes in the environment.
Extensions of Strategy:
1. Corporate Strategy: Focuses on the overall scope and direction of the
organization, often involving decisions about entering new markets or
industries, mergers, acquisitions, and divestitures.
2. Business Strategy: Deals with how an organization competes within a
particular market or industry, including decisions about product
differentiation, cost leadership, and market segmentation.
3. Functional Strategy: Involves the strategies adopted by individual
departments or functions within an organization, such as marketing, finance,
or human resources, to support the overall business strategy.
4. Operational Strategy: Focuses on the day-to-day activities and processes
required to achieve the strategic objectives, ensuring that operations are
efficient and effective.
Strategic Planning Process:
1. Environmental Scanning: Analyzing internal and external environments to
identify opportunities and threats.
COM2602 Assignment
1 Semester 2 2024
QUESTIONS AND ANSWERS
,COM2602 Assignment 1 Semester 2 2024
QUESTION 1
COMMUNICATION IN THE ORGANISATION
1.1 There is a debate between communicators in the field of organisational
communication regarding the role of communication. Some commentators view
communication as a tactical activity in the organisation, manifested in such
practices as public relations or advertising. On the other hand, other
communicators argue that, in fact, communication has a strategic role in the
organisation. Taking this scenario into consideration:
1.1.1 Discuss the concept of strategy and its extensions. (15)
1.1.2 Explain whether communication has a strategic role or not. (10) [25] 16
1.1.1 Discuss the concept of strategy and its extensions. (15)
Concept of Strategy: Strategy refers to a comprehensive plan or set of actions
designed to achieve long-term goals and objectives. It involves determining the
direction and scope of an organization over the long term, achieving an advantage
through resource configuration within a challenging environment, to meet the
needs of markets and fulfill stakeholder expectations.
Key Elements of Strategy:
1. Goals and Objectives: Defining clear and measurable outcomes the
organization aims to achieve.
2. Scope: Determining the boundaries within which the organization will
operate, including the markets it will serve and the activities it will perform.
, 3. Competitive Advantage: Identifying how the organization will differentiate
itself from competitors to achieve superior performance.
4. Resource Allocation: Deciding how to distribute resources (financial,
human, technological) to implement the strategy effectively.
5. Sustainability: Ensuring that the strategy can be maintained over the long
term, adapting to changes in the environment.
Extensions of Strategy:
1. Corporate Strategy: Focuses on the overall scope and direction of the
organization, often involving decisions about entering new markets or
industries, mergers, acquisitions, and divestitures.
2. Business Strategy: Deals with how an organization competes within a
particular market or industry, including decisions about product
differentiation, cost leadership, and market segmentation.
3. Functional Strategy: Involves the strategies adopted by individual
departments or functions within an organization, such as marketing, finance,
or human resources, to support the overall business strategy.
4. Operational Strategy: Focuses on the day-to-day activities and processes
required to achieve the strategic objectives, ensuring that operations are
efficient and effective.
Strategic Planning Process:
1. Environmental Scanning: Analyzing internal and external environments to
identify opportunities and threats.
