COM2602 EXAM PACK
2023
UPDATED QUESTIONS
WITH ELABORATE
ANSWERS
For inquiries and assignment help
Email:
, Stuvia.com - The study-notes marketplace
Department of Communication Science: Online Oct/Nov examination 2020
DECLARATION OF OWN WORK FOR NON-VENUE BASED EXAMINATION
MODULE CODE:
COM2602
I,
67030947
(STUDENT NUMBER) confirm that:
m
✓ This EXAMINATION PAPER contains my own original ideas and work.
er as
✓ I have NOT shown, or shared, my examination paper or answers with
co
anyone.
eH w
✓ I have not engaged in group work.
✓ I have not used the Internet to source my answers or examples.
o.
✓ I have used my prescribed textbook and study-guide to answer the questions.
rs e
✓ Those ideas, or work, that are not my own, have been cited through in-text
ou urc
referencing which I have familiarised myself with in the TL CMNALL/E/301
✓ I acknowledge that not including a signed (initialed) Declaration results in a
failure of 0%.
o
✓ I have not submitted the ideas or work contained in this MODULE for any other
tertiary education credit.
aC s
vi y re
Policy on Research
Ethics.pdf
✓ I have read the University’s Policy of Research Ethics
✓ I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-
ed d
GRADUATE STUDIES (available under ADDITIONAL SOURCES on myUnisa)
ar stu
✓ I have familiarised myself with the library guides ON PLAGIARISM AND ETHICS
offered by Unisa’s library: https://libguides.unisa.ac.za/research-
support/plagiarism
✓ I have read and understood Unisa’s Policy for Copyright Infringement and
sh is
Plagiarism, and I am aware that plagiarism is punishable in terms of the
Th
Copyright Act (Act 98 of 1978) and I have read the regulations of the University
of South Africa in this respect, available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admission/Documents/P
olicy_copyright_infringement_plagiarism_16November2005.pdf
__________M.S_______ ________03/11/2020_____
INITIALS ONLY DATE
1
This study source was downloaded by 100000799301222 from CourseHero.com on 08-24-2021 06:52:29 GMT -05:00
Downloaded by: zondiadelaide |
Distribution of this document is illegal
https://www.coursehero.com/file/89308427/COM2602-EXAMINATIONpdf/
, Stuvia.com - The study-notes marketplace
QUESTION 1
1.1 Discuss the strategic role of communication under the following headings:
Strategy communication
Initially, strategy communication was defined as the role of communication in facilitating the
creation and execution of the strategy of the organization. (Moss and Warnaby
1998:34).The communication role / department (and particularly corporate communication /
public relations) was historically seen only as a support function for the organization's
decision-making processes , i.e. communicating the strategy in order to understand and
embrace it by internal and external stakeholders. The contact function is not central to the
strategic decision-making processes from this viewpoint, calls have been made in recent
years for a more active role of the communications feature in the organization's strategic
decision-making processes. (Steyn and Niemann 2008:34) suggest that Communication
professionals should contribute to the formulation of company strategy, i.e. the degree of
strategy relevant to the relationship between the organization and society.The function is
m
actively involved in developing and maintaining relationships with the various stakeholders
er as
of the company (such as staff, suppliers, clients and consumers, investors, government,
co
eH w
pressure groups, media, etc.). The communication feature actively monitors the world for
related patterns and problems, and the stakeholders associated with them, in order to create
o.
and maintain these relationships. Therefore, the contact role is well positioned to engage at
rs e
the enterprise strategy level in decision-making.
ou urc
Likely (2003) proposes a model for strategic management that highlights how the
communication function can contribute more directly to the development and
o
implementation of strategy:
aC s
vi y re
Defining organisational identity: Communication roles like internal branding and stakeholder
relationship management and corporate credibility help to establish the personality of the
company, both internally and externally.
ed d
Providing information for the evaluation of the internal environment: The internal
ar stu
communication feature is perfect for recognizing strengths and weaknesses in the structure,
information and communication processes, and management of the company, thereby
providing insight into the process of strategy development.
sh is
Focusing on the big picture during intended strategy formulation: Because of the boundary
Th
position of communication (interaction with the world of the organization), this may point out
relationships of cause and effect, such as how a decision about one stakeholder community
may have a (unintended) impact on another.
Acting as change agent during strategy execution:Strategy implementation allows the whole
company, for example by improving efficiency or productivity, to adjust in some way.
Communication 's strategic function is to allow organizational participants to recognize the
essence and effects of these shifts.
Acting as an early-warning system of changes (discontinuity) in the external environment:
Constant change characterizes the contemporary market climate. It is important that these
changes are detected at an early stage so that the approach of the company can be
2
This study source was downloaded by 100000799301222 from CourseHero.com on 08-24-2021 06:52:29 GMT -05:00
Downloaded by: zondiadelaide |
Distribution of this document is illegal
https://www.coursehero.com/file/89308427/COM2602-EXAMINATIONpdf/
, Stuvia.com - The study-notes marketplace
modified accordingly. Environmental changes vary in severity and effect, so
communication's strategic position could range from problem monitoring and management
to full-blown crisis management.
Identifying and illuminating emergent strategy:From the ground up, emerging methods are
formulated and implemented. In other words, improvements in organizational strategy are
first made. Therefore, information on these changes should be communicated to the rest of
the company so that changes can also be introduced at the higher levels of strategy.
Providing information for the evaluation of actual realised strategy: In addition to assessing
particular communication initiatives and initiatives, the borderline task of communication
allows it to provide information to top management and other functional departments that
lets them evaluate the achievement of different strategic goals.
Communication strategy
An example of functional strategy, that is, the strategy formed by the communication
m
mechanism itself, is communication strategy. This approach is derived from company and
er as
organizational strategies and offers the basis for the cooperation of the organization with its
co
different stakeholders. (steyn and puth:2000). The communication approach, described
eH w
differently, shows what must be conveyed to the various stakeholder groups of the
o.
company. One of the strategic functions of communication is designing a communication
rs e
strategy, as the communication strategy leads to the effectiveness of the overall
ou urc
organizational strategy. (Angelopulo and Norle Thomson 2013:36)
Communication of strategy
o
In order to ensure continuity (strategic coherence) between the various levels of strategy
aC s
formulation (enterprise, corporate, market, functional and operational) and execution in an
vi y re
organization, communication of the strategy is important. Strategy coordination takes place
mainly from the top down during the development of the expected strategy. Corporate
strategy, for example, is derived from enterprise strategy, and functional strategy from
ed d
organizational strategy. However, the mechanism is reversed during the formulation and
ar stu
execution of the emerging strategy; communication of the strategy now takes place from the
bottom up. Operational plan changes are made, accompanied by changes to high-level
strategies. It should also be noted that strategy communication is closely linked to the initial
sh is
concept of strategy communication, namely the strategic orientation of the company to
internal and external stakeholders. With regard to internal stakeholders, in order for a policy
Th
to be effectively executed, it is important to create an environment of confidence and
understanding between managers and staff. Employees must take control of the policy of
the organization. In addition, communications to external stakeholders must be consistent
with the organization's strategic goal (mission and vision). ( Angelopulo and Norle Thomson
2013:36)
1.2 Discuss any three (3) fields of communication by highlighting their origin and
major emphasis.
Business communication
• Internal and external communication
3
This study source was downloaded by 100000799301222 from CourseHero.com on 08-24-2021 06:52:29 GMT -05:00
Downloaded by: zondiadelaide |
Distribution of this document is illegal
https://www.coursehero.com/file/89308427/COM2602-EXAMINATIONpdf/
2023
UPDATED QUESTIONS
WITH ELABORATE
ANSWERS
For inquiries and assignment help
Email:
, Stuvia.com - The study-notes marketplace
Department of Communication Science: Online Oct/Nov examination 2020
DECLARATION OF OWN WORK FOR NON-VENUE BASED EXAMINATION
MODULE CODE:
COM2602
I,
67030947
(STUDENT NUMBER) confirm that:
m
✓ This EXAMINATION PAPER contains my own original ideas and work.
er as
✓ I have NOT shown, or shared, my examination paper or answers with
co
anyone.
eH w
✓ I have not engaged in group work.
✓ I have not used the Internet to source my answers or examples.
o.
✓ I have used my prescribed textbook and study-guide to answer the questions.
rs e
✓ Those ideas, or work, that are not my own, have been cited through in-text
ou urc
referencing which I have familiarised myself with in the TL CMNALL/E/301
✓ I acknowledge that not including a signed (initialed) Declaration results in a
failure of 0%.
o
✓ I have not submitted the ideas or work contained in this MODULE for any other
tertiary education credit.
aC s
vi y re
Policy on Research
Ethics.pdf
✓ I have read the University’s Policy of Research Ethics
✓ I have read and understood the PLAGIARISM POWERPOINT FOR UNDER-
ed d
GRADUATE STUDIES (available under ADDITIONAL SOURCES on myUnisa)
ar stu
✓ I have familiarised myself with the library guides ON PLAGIARISM AND ETHICS
offered by Unisa’s library: https://libguides.unisa.ac.za/research-
support/plagiarism
✓ I have read and understood Unisa’s Policy for Copyright Infringement and
sh is
Plagiarism, and I am aware that plagiarism is punishable in terms of the
Th
Copyright Act (Act 98 of 1978) and I have read the regulations of the University
of South Africa in this respect, available online:
https://www.unisa.ac.za/static/corporate_web/Content/Apply%20for%20admission/Documents/P
olicy_copyright_infringement_plagiarism_16November2005.pdf
__________M.S_______ ________03/11/2020_____
INITIALS ONLY DATE
1
This study source was downloaded by 100000799301222 from CourseHero.com on 08-24-2021 06:52:29 GMT -05:00
Downloaded by: zondiadelaide |
Distribution of this document is illegal
https://www.coursehero.com/file/89308427/COM2602-EXAMINATIONpdf/
, Stuvia.com - The study-notes marketplace
QUESTION 1
1.1 Discuss the strategic role of communication under the following headings:
Strategy communication
Initially, strategy communication was defined as the role of communication in facilitating the
creation and execution of the strategy of the organization. (Moss and Warnaby
1998:34).The communication role / department (and particularly corporate communication /
public relations) was historically seen only as a support function for the organization's
decision-making processes , i.e. communicating the strategy in order to understand and
embrace it by internal and external stakeholders. The contact function is not central to the
strategic decision-making processes from this viewpoint, calls have been made in recent
years for a more active role of the communications feature in the organization's strategic
decision-making processes. (Steyn and Niemann 2008:34) suggest that Communication
professionals should contribute to the formulation of company strategy, i.e. the degree of
strategy relevant to the relationship between the organization and society.The function is
m
actively involved in developing and maintaining relationships with the various stakeholders
er as
of the company (such as staff, suppliers, clients and consumers, investors, government,
co
eH w
pressure groups, media, etc.). The communication feature actively monitors the world for
related patterns and problems, and the stakeholders associated with them, in order to create
o.
and maintain these relationships. Therefore, the contact role is well positioned to engage at
rs e
the enterprise strategy level in decision-making.
ou urc
Likely (2003) proposes a model for strategic management that highlights how the
communication function can contribute more directly to the development and
o
implementation of strategy:
aC s
vi y re
Defining organisational identity: Communication roles like internal branding and stakeholder
relationship management and corporate credibility help to establish the personality of the
company, both internally and externally.
ed d
Providing information for the evaluation of the internal environment: The internal
ar stu
communication feature is perfect for recognizing strengths and weaknesses in the structure,
information and communication processes, and management of the company, thereby
providing insight into the process of strategy development.
sh is
Focusing on the big picture during intended strategy formulation: Because of the boundary
Th
position of communication (interaction with the world of the organization), this may point out
relationships of cause and effect, such as how a decision about one stakeholder community
may have a (unintended) impact on another.
Acting as change agent during strategy execution:Strategy implementation allows the whole
company, for example by improving efficiency or productivity, to adjust in some way.
Communication 's strategic function is to allow organizational participants to recognize the
essence and effects of these shifts.
Acting as an early-warning system of changes (discontinuity) in the external environment:
Constant change characterizes the contemporary market climate. It is important that these
changes are detected at an early stage so that the approach of the company can be
2
This study source was downloaded by 100000799301222 from CourseHero.com on 08-24-2021 06:52:29 GMT -05:00
Downloaded by: zondiadelaide |
Distribution of this document is illegal
https://www.coursehero.com/file/89308427/COM2602-EXAMINATIONpdf/
, Stuvia.com - The study-notes marketplace
modified accordingly. Environmental changes vary in severity and effect, so
communication's strategic position could range from problem monitoring and management
to full-blown crisis management.
Identifying and illuminating emergent strategy:From the ground up, emerging methods are
formulated and implemented. In other words, improvements in organizational strategy are
first made. Therefore, information on these changes should be communicated to the rest of
the company so that changes can also be introduced at the higher levels of strategy.
Providing information for the evaluation of actual realised strategy: In addition to assessing
particular communication initiatives and initiatives, the borderline task of communication
allows it to provide information to top management and other functional departments that
lets them evaluate the achievement of different strategic goals.
Communication strategy
An example of functional strategy, that is, the strategy formed by the communication
m
mechanism itself, is communication strategy. This approach is derived from company and
er as
organizational strategies and offers the basis for the cooperation of the organization with its
co
different stakeholders. (steyn and puth:2000). The communication approach, described
eH w
differently, shows what must be conveyed to the various stakeholder groups of the
o.
company. One of the strategic functions of communication is designing a communication
rs e
strategy, as the communication strategy leads to the effectiveness of the overall
ou urc
organizational strategy. (Angelopulo and Norle Thomson 2013:36)
Communication of strategy
o
In order to ensure continuity (strategic coherence) between the various levels of strategy
aC s
formulation (enterprise, corporate, market, functional and operational) and execution in an
vi y re
organization, communication of the strategy is important. Strategy coordination takes place
mainly from the top down during the development of the expected strategy. Corporate
strategy, for example, is derived from enterprise strategy, and functional strategy from
ed d
organizational strategy. However, the mechanism is reversed during the formulation and
ar stu
execution of the emerging strategy; communication of the strategy now takes place from the
bottom up. Operational plan changes are made, accompanied by changes to high-level
strategies. It should also be noted that strategy communication is closely linked to the initial
sh is
concept of strategy communication, namely the strategic orientation of the company to
internal and external stakeholders. With regard to internal stakeholders, in order for a policy
Th
to be effectively executed, it is important to create an environment of confidence and
understanding between managers and staff. Employees must take control of the policy of
the organization. In addition, communications to external stakeholders must be consistent
with the organization's strategic goal (mission and vision). ( Angelopulo and Norle Thomson
2013:36)
1.2 Discuss any three (3) fields of communication by highlighting their origin and
major emphasis.
Business communication
• Internal and external communication
3
This study source was downloaded by 100000799301222 from CourseHero.com on 08-24-2021 06:52:29 GMT -05:00
Downloaded by: zondiadelaide |
Distribution of this document is illegal
https://www.coursehero.com/file/89308427/COM2602-EXAMINATIONpdf/
