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
1.1.1 Discuss the concept of strategy and its extensions.
Concept of Strategy
Definition: Strategy is a comprehensive plan of action designed to achieve long-term
goals and objectives. It is the overarching direction that guides decision-making and
resource allocation within an organization. Strategy involves setting objectives,
analyzing competitive environments, assessing internal capabilities, and implementing
coordinated actions.
Extensions of Strategy
1. Corporate Strategy:
, o Scope: Determines the overall scope and direction of the organization.
o Focus: Involves decisions related to mergers and acquisitions,
diversification, and entering new markets.
o Objective: To achieve sustainable competitive advantage and create
shareholder value.
2. Business Strategy:
o Scope: Focuses on how to compete successfully in particular markets.
o Focus: Involves decisions related to product differentiation, cost
leadership, and market positioning.
o Objective: To outperform competitors and achieve a competitive
advantage in specific markets.
3. Functional Strategy:
o Scope: Deals with specific functions within the organization, such as
marketing, finance, HR, and operations.
o Focus: Involves decisions related to optimizing functional activities to
support business and corporate strategies.
o Objective: To ensure that each functional area contributes effectively to
the overall strategy.
4. Operational Strategy:
o Scope: Focuses on the day-to-day operations of the organization.
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
1.1.1 Discuss the concept of strategy and its extensions.
Concept of Strategy
Definition: Strategy is a comprehensive plan of action designed to achieve long-term
goals and objectives. It is the overarching direction that guides decision-making and
resource allocation within an organization. Strategy involves setting objectives,
analyzing competitive environments, assessing internal capabilities, and implementing
coordinated actions.
Extensions of Strategy
1. Corporate Strategy:
, o Scope: Determines the overall scope and direction of the organization.
o Focus: Involves decisions related to mergers and acquisitions,
diversification, and entering new markets.
o Objective: To achieve sustainable competitive advantage and create
shareholder value.
2. Business Strategy:
o Scope: Focuses on how to compete successfully in particular markets.
o Focus: Involves decisions related to product differentiation, cost
leadership, and market positioning.
o Objective: To outperform competitors and achieve a competitive
advantage in specific markets.
3. Functional Strategy:
o Scope: Deals with specific functions within the organization, such as
marketing, finance, HR, and operations.
o Focus: Involves decisions related to optimizing functional activities to
support business and corporate strategies.
o Objective: To ensure that each functional area contributes effectively to
the overall strategy.
4. Operational Strategy:
o Scope: Focuses on the day-to-day operations of the organization.
