COM2602
Assignment 1
Semester 2 2024
[Company address]
,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
QUESTION 1: COMMUNICATION IN THE ORGANISATION
1.1.1 Discuss the concept of strategy and its extensions. (15)
Concept of Strategy: Strategy refers to a plan of action designed to achieve a long-
term or overall aim. In the context of an organization, it involves setting goals,
determining actions to achieve the goals, and mobilizing resources to execute the
actions. A strategy provides direction and scope for an organization over the long term,
aiming to achieve advantages in a changing environment through its configuration of
resources and competencies.
Extensions of Strategy:
, 1. Corporate Strategy:
o Definition: Focuses on the overall scope and direction of an organization.
o Purpose: Determines what business or businesses the company should
be in to maximize profitability and growth.
o Examples: Decisions about mergers and acquisitions, diversification, and
new market entry.
2. Business Strategy:
o Definition: Refers to how a business competes successfully in a
particular market.
o Purpose: Defines the competitive positioning and actions required to
achieve a competitive advantage.
o Examples: Cost leadership, differentiation, and focus strategies.
3. Functional Strategy:
o Definition: Pertains to the individual functions within an organization.
o Purpose: Ensures that each function (e.g., marketing, finance, HR)
supports the business strategy.
o Examples: Marketing strategy, financial strategy, human resource
strategy.
4. Operational Strategy:
Assignment 1
Semester 2 2024
[Company address]
,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
QUESTION 1: COMMUNICATION IN THE ORGANISATION
1.1.1 Discuss the concept of strategy and its extensions. (15)
Concept of Strategy: Strategy refers to a plan of action designed to achieve a long-
term or overall aim. In the context of an organization, it involves setting goals,
determining actions to achieve the goals, and mobilizing resources to execute the
actions. A strategy provides direction and scope for an organization over the long term,
aiming to achieve advantages in a changing environment through its configuration of
resources and competencies.
Extensions of Strategy:
, 1. Corporate Strategy:
o Definition: Focuses on the overall scope and direction of an organization.
o Purpose: Determines what business or businesses the company should
be in to maximize profitability and growth.
o Examples: Decisions about mergers and acquisitions, diversification, and
new market entry.
2. Business Strategy:
o Definition: Refers to how a business competes successfully in a
particular market.
o Purpose: Defines the competitive positioning and actions required to
achieve a competitive advantage.
o Examples: Cost leadership, differentiation, and focus strategies.
3. Functional Strategy:
o Definition: Pertains to the individual functions within an organization.
o Purpose: Ensures that each function (e.g., marketing, finance, HR)
supports the business strategy.
o Examples: Marketing strategy, financial strategy, human resource
strategy.
4. Operational Strategy:
