COM2611 EXAM POE OCT/NOV 2025 (Answer Guide) – Due 15 October 2025 - APPLIED ORGANISATIONAL COMMUNICATION

COM2611 EXAM POE OCTNOV 2025 (Answer Guide) – Due 15 October 2025 - APPLIED ORGANISATIONAL COMMUNICATION ' Contents Question 1 2 1.1 Define IMC (5 marks) 2 1.2 Discuss how the values of IMC can benefit NYDA (25 marks) 2 Conclusion 4 Question 2 5 Case Overview 5 2.1 Define Public Relations and explain how it can be applied to ensure stakeholder relationships of the merged online fashion brands are maintained. (10 marks) 5 2.2 Discuss any four (4) technical skills of a public relations practitioner and how these skills can be used to maintain relationships with stakeholders of the merged online fashion brands. (20 marks) 6 Conclusion 8 Question 3 9 Case Overview 9 3.1 Define Integrated Communication (5 marks) 9 3.2 Select any five (5) components of IC and explain with practical examples how Organisation X can achieve IC by implementing these components. (25 marks) 9 Conclusion 12 References 14   Question 1 Case Overview You have been appointed as a Communications Officer at the National Youth Development Agency (NYDA), which addresses youth development issues at multiple government levels. Your task involves demonstrating how Integrated Marketing Communication (IMC) can help the agency engage South African youth effectively and consistently communicate its mandate. 1.1 Define IMC (5 marks) Integrated Marketing Communication (IMC) refers to a strategic approach that integrates and coordinates all promotional tools and communication channels within an organisation to deliver a consistent, clear, and compelling message to target audiences (Belch & Belch, 2021). The concept rests on the idea that all organisational communication advertising, public relations, digital media, direct marketing, and personal selling must work harmoniously to reinforce one another rather than operate in isolation. In an organisational context, IMC ensures that every point of contact with stakeholders communicates a unified brand message, which builds credibility and trust. For example, within the NYDA, IMC would ensure that communication across platforms whether in youth development campaigns, social media initiatives, or stakeholder reports carries consistent messaging aligned with the agency’s mandate of empowering young people in South Africa.