UNIVERSITY OF SOUTH AFRICA (UNISA)
College of Economic and Management Sciences
⋄
MARKETING COMMUNICATIONS
ASSIGNMENT
Integrated Marketing Communications
⋄
Module Code: COM2611
Module Name: Applied Organisational Communication
Student Name: [Student Name]
Student Number: [Student Number]
Assignment No.: 1
Due Date: 23 March 2026
Semester: Semester 1
Unique Number: [Unique Number]
, UNISA | COM2611 Marketing Communications Assignment
Question 1: Marketing Communication in Emerging Economies and IMC Ethics
1.1 The Importance of Marketing Communication in Emerging Economies
Emerging economies represent some of the fastest-growing consumer markets in the world,
and the way businesses communicate within these markets carries consequences that go
well beyond sales figures. Marketing communication is a core organisational function in any
economy; in emerging markets, however, the stakes are shaped by unique cultural, techno-
logical, and structural conditions that demand a more deliberate approach (Coffie, Anning-
Dorson, Hinson, Bosah and Anani-Bossman, 2022).
Building brand awareness and consumer trust
In many emerging economies, formal brand cultures are still forming. Consumers may have
limited prior exposure to products or have been historically underserved by markets. Market-
ing communication gives companies a way to introduce themselves credibly, explain their
value propositions, and differentiate their offerings. This process of building brand recog-
nition is not just commercially useful; it is socially significant in contexts where consumer
literacy around product choices is still developing (Anning-Dorson, Hinson, Boateng, Anani-
Bossman, Kirgiz and Gujral, 2021).
Bridging cultural and linguistic diversity
Emerging economies are typically characterised by significant cultural heterogeneity, multiple
languages, and varying literacy levels. Effective marketing communication requires a careful
calibration of message, medium, and tone to resonate across these differences. Olaniran
(2018, cited in Coffie et al., 2022) found that cultural context, communication preference, gen-
der, and literacy all shape how individuals in emerging markets receive and act on marketing
messages. This means that a one-size-fits-all approach from developed-market playbooks
often fails, and firms need to build localised communication strategies.
Driving economic participation and access
Marketing communication also plays a role in increasing economic participation. When busi-
nesses communicate clearly about products and services, including pricing, availability, and
utility, they lower the information barriers that often exclude lower-income consumers from
markets. In a South African context, campaigns by companies like MTN and Capitec have
used accessible, vernacular language in their advertising to extend financial and telecommu-
Page 2 of 11
College of Economic and Management Sciences
⋄
MARKETING COMMUNICATIONS
ASSIGNMENT
Integrated Marketing Communications
⋄
Module Code: COM2611
Module Name: Applied Organisational Communication
Student Name: [Student Name]
Student Number: [Student Number]
Assignment No.: 1
Due Date: 23 March 2026
Semester: Semester 1
Unique Number: [Unique Number]
, UNISA | COM2611 Marketing Communications Assignment
Question 1: Marketing Communication in Emerging Economies and IMC Ethics
1.1 The Importance of Marketing Communication in Emerging Economies
Emerging economies represent some of the fastest-growing consumer markets in the world,
and the way businesses communicate within these markets carries consequences that go
well beyond sales figures. Marketing communication is a core organisational function in any
economy; in emerging markets, however, the stakes are shaped by unique cultural, techno-
logical, and structural conditions that demand a more deliberate approach (Coffie, Anning-
Dorson, Hinson, Bosah and Anani-Bossman, 2022).
Building brand awareness and consumer trust
In many emerging economies, formal brand cultures are still forming. Consumers may have
limited prior exposure to products or have been historically underserved by markets. Market-
ing communication gives companies a way to introduce themselves credibly, explain their
value propositions, and differentiate their offerings. This process of building brand recog-
nition is not just commercially useful; it is socially significant in contexts where consumer
literacy around product choices is still developing (Anning-Dorson, Hinson, Boateng, Anani-
Bossman, Kirgiz and Gujral, 2021).
Bridging cultural and linguistic diversity
Emerging economies are typically characterised by significant cultural heterogeneity, multiple
languages, and varying literacy levels. Effective marketing communication requires a careful
calibration of message, medium, and tone to resonate across these differences. Olaniran
(2018, cited in Coffie et al., 2022) found that cultural context, communication preference, gen-
der, and literacy all shape how individuals in emerging markets receive and act on marketing
messages. This means that a one-size-fits-all approach from developed-market playbooks
often fails, and firms need to build localised communication strategies.
Driving economic participation and access
Marketing communication also plays a role in increasing economic participation. When busi-
nesses communicate clearly about products and services, including pricing, availability, and
utility, they lower the information barriers that often exclude lower-income consumers from
markets. In a South African context, campaigns by companies like MTN and Capitec have
used accessible, vernacular language in their advertising to extend financial and telecommu-
Page 2 of 11
