COM2602
Assignment 1
Semester 2 2024
QUESTIONS WITH 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
Definition of Strategy: Strategy refers to a high-level plan designed to
achieve one or more long-term or overall goals under conditions of
uncertainty. In an organizational context, strategy involves setting
objectives, analyzing competitive environments, internal organization, and
resources, and ensuring that the company can sustain a competitive
advantage over its rivals.
Extensions of Strategy:
1. Corporate Strategy:
, o Definition: Corporate strategy is concerned with the overall
scope and direction of an organization and how value will be
added to the different parts (business units) of the organization.
o Components: This includes decisions about the types of
businesses to operate, mergers and acquisitions, resource
allocations, and strategic partnerships.
2. Business Strategy:
o Definition: Business strategy focuses on how to compete
successfully in particular markets. It deals with the question of
how to provide value to customers and gain a competitive
advantage.
o Components: This includes market positioning, competitive
analysis, product differentiation, pricing strategies, and
innovation.
3. Functional Strategy:
o Definition: Functional strategy pertains to the specific actions
and plans developed for different functional areas within an
organization, such as marketing, finance, operations, and
human resources.
o Components: This includes strategies for specific functions to
support the overall business strategy, such as improving
customer service, increasing production efficiency, or
enhancing employee skills.
4. Operational Strategy:
Assignment 1
Semester 2 2024
QUESTIONS WITH 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
Definition of Strategy: Strategy refers to a high-level plan designed to
achieve one or more long-term or overall goals under conditions of
uncertainty. In an organizational context, strategy involves setting
objectives, analyzing competitive environments, internal organization, and
resources, and ensuring that the company can sustain a competitive
advantage over its rivals.
Extensions of Strategy:
1. Corporate Strategy:
, o Definition: Corporate strategy is concerned with the overall
scope and direction of an organization and how value will be
added to the different parts (business units) of the organization.
o Components: This includes decisions about the types of
businesses to operate, mergers and acquisitions, resource
allocations, and strategic partnerships.
2. Business Strategy:
o Definition: Business strategy focuses on how to compete
successfully in particular markets. It deals with the question of
how to provide value to customers and gain a competitive
advantage.
o Components: This includes market positioning, competitive
analysis, product differentiation, pricing strategies, and
innovation.
3. Functional Strategy:
o Definition: Functional strategy pertains to the specific actions
and plans developed for different functional areas within an
organization, such as marketing, finance, operations, and
human resources.
o Components: This includes strategies for specific functions to
support the overall business strategy, such as improving
customer service, increasing production efficiency, or
enhancing employee skills.
4. Operational Strategy:
