COM3701
Assignment 1
Semester 1
Unique NO: 251715
DUE: 26 MARCH 2026
, UNIVERSITY OF SOUTH AFRICA
DEPARTMENT OF COMMUNICATION SCIENCE
COM3701: INTEGRATED ORGANISATIONAL COMMUNICATION
ASSIGNMENT 1 – SEMESTER 1, 2026
UNIQUE NUMBER: 251715
DUE DATE: 26 MARCH 2026
,Table of Contents
1. INTRODUCTION ............................................................................................................................. 3
2. QUESTION 1: MARKETING MANAGEMENT AND THE MARKETING PLAN..................... 3
2.1 Question 1.1: In Your Own Words, Explain What Marketing Management Is................. 3
2.2 Question 1.2: Describe How You Would Develop a Marketing Plan for CuppaJoe's
New Ground Coffee Range ............................................................................................................ 4
3. QUESTION 2: THE COMMUNICATION CAMPAIGN FOR MUDDY FEET........................... 8
2.1 Question 2.1: Define the Term 'Communication Campaign' by Referring to the Five
Primary Elements ............................................................................................................................. 8
2.2 Question 2.2: Identify and Discuss Five Key Elements of Phase 1 (The Assessment
Phase) for Muddy Feet .................................................................................................................. 10
2.3 Question 2.3: Media Selection for Muddy Feet – Reach, Frequency, and Impact........ 13
4. CONCLUSION ............................................................................................................................... 15
5. LIST OF REFERENCES ............................................................................................................... 16
, 1. INTRODUCTION
This assignment explores two important areas within integrated organisational
communication: marketing management (with a specific focus on the marketing plan)
and integrated communication campaigns. The questions are examined through both
theoretical discussion and practical application to given scenarios. In Question 1, the
marketing management function and the development of a marketing plan are
discussed in the context of CuppaJoe, a ground coffee supplier and manufacturer. In
Question 2, the concept of a communication campaign is explored in relation to Muddy
Feet, an adventure sport company that wishes to promote its new skydiving activity.
Theory drawn primarily from the prescribed text, Angelopulo and Barker's Integrated
Organisational Communication (2013), forms the basis of the discussion throughout
this assignment.
2. QUESTION 1: MARKETING MANAGEMENT AND THE MARKETING PLAN
2.1 Question 1.1: In Your Own Words, Explain What Marketing Management Is
Theoretical Discussion
Marketing management is a complex, multifaceted function that lies at the heart of any
organisation's effort to identify, attract, and retain customers. According to Angelopulo
and Barker (2013:160), marketing management can be understood as a continuous
process that involves the planning, organising, leading, and controlling of all marketing
activities within an organisation. These activities encompass identifying opportunities
and threats in the marketing environment, compiling marketing data, selecting specific
target markets, choosing appropriate marketing mix strategies, compiling a detailed
marketing plan, managing marketing personnel, and controlling the entire marketing
process.
An early but enduring definition by Cohen (1988:11, as cited in Angelopulo & Barker,
2013:160) describes marketing management as the analysis and planning that leads
to the selection of one or more market targets, the design of an integrated marketing
strategy to reach those targets, and the implementation and control of a plan to
achieve corporate marketing objectives. Although this definition was formulated
Assignment 1
Semester 1
Unique NO: 251715
DUE: 26 MARCH 2026
, UNIVERSITY OF SOUTH AFRICA
DEPARTMENT OF COMMUNICATION SCIENCE
COM3701: INTEGRATED ORGANISATIONAL COMMUNICATION
ASSIGNMENT 1 – SEMESTER 1, 2026
UNIQUE NUMBER: 251715
DUE DATE: 26 MARCH 2026
,Table of Contents
1. INTRODUCTION ............................................................................................................................. 3
2. QUESTION 1: MARKETING MANAGEMENT AND THE MARKETING PLAN..................... 3
2.1 Question 1.1: In Your Own Words, Explain What Marketing Management Is................. 3
2.2 Question 1.2: Describe How You Would Develop a Marketing Plan for CuppaJoe's
New Ground Coffee Range ............................................................................................................ 4
3. QUESTION 2: THE COMMUNICATION CAMPAIGN FOR MUDDY FEET........................... 8
2.1 Question 2.1: Define the Term 'Communication Campaign' by Referring to the Five
Primary Elements ............................................................................................................................. 8
2.2 Question 2.2: Identify and Discuss Five Key Elements of Phase 1 (The Assessment
Phase) for Muddy Feet .................................................................................................................. 10
2.3 Question 2.3: Media Selection for Muddy Feet – Reach, Frequency, and Impact........ 13
4. CONCLUSION ............................................................................................................................... 15
5. LIST OF REFERENCES ............................................................................................................... 16
, 1. INTRODUCTION
This assignment explores two important areas within integrated organisational
communication: marketing management (with a specific focus on the marketing plan)
and integrated communication campaigns. The questions are examined through both
theoretical discussion and practical application to given scenarios. In Question 1, the
marketing management function and the development of a marketing plan are
discussed in the context of CuppaJoe, a ground coffee supplier and manufacturer. In
Question 2, the concept of a communication campaign is explored in relation to Muddy
Feet, an adventure sport company that wishes to promote its new skydiving activity.
Theory drawn primarily from the prescribed text, Angelopulo and Barker's Integrated
Organisational Communication (2013), forms the basis of the discussion throughout
this assignment.
2. QUESTION 1: MARKETING MANAGEMENT AND THE MARKETING PLAN
2.1 Question 1.1: In Your Own Words, Explain What Marketing Management Is
Theoretical Discussion
Marketing management is a complex, multifaceted function that lies at the heart of any
organisation's effort to identify, attract, and retain customers. According to Angelopulo
and Barker (2013:160), marketing management can be understood as a continuous
process that involves the planning, organising, leading, and controlling of all marketing
activities within an organisation. These activities encompass identifying opportunities
and threats in the marketing environment, compiling marketing data, selecting specific
target markets, choosing appropriate marketing mix strategies, compiling a detailed
marketing plan, managing marketing personnel, and controlling the entire marketing
process.
An early but enduring definition by Cohen (1988:11, as cited in Angelopulo & Barker,
2013:160) describes marketing management as the analysis and planning that leads
to the selection of one or more market targets, the design of an integrated marketing
strategy to reach those targets, and the implementation and control of a plan to
achieve corporate marketing objectives. Although this definition was formulated
