DPR2613 PORTFOLIO ANSWERS DUE 18 OCTOBER 2024.This document contains well answered and unique answers that will help you score a very good mark, contact 0/6/7/1/1/8/9/0/5/9 for assignment and exam assistance.

DPR2613 PORTFOLIO ANSWERS DUE 18 OCTOBER 2024 This assessment consist of two (2) sections. 2. You are encouraged to revise the lessons on myUnisa, as all the module content can be found there. 3. Answer all the questions. Use the numbering given in the question, NOT your own. 4. Do not number the introduction and conclusion, just use them as subheadings. 5. Use Arial 12 font, justify your paragraphs, and use 1.5 line spacing. 6. Use the automatic black font colour. 7. Use English (United Kingdom) or English (South Africa), not English (United States). 8. Your portfolio needs to have a cover page indicating your student details, the module name and module code, signed plagiarism declaration form (correct format in Tutorial Letter CMNALLE/301) and a list of sources consulted. The portfolio must be submitted on the myUnisa site on or before the submission deadline. NO E-MAILED SUBMISSIONS WILL BE ACCEPTED. 9. The myUnisa site is the only official submission portal for Unisa, and you are required to use this platform to submit your work. 10. You must reference all the sources consulted, including where figures, pictures, diagrams and tables are used. Portfolio examination Due date: 18 October 2024 The portfolio contributes 40% to your final mark. The portfolio must be submitted on the myUnisa site on or before the submission date. No portfolios submitted late will be marked: No e-mailed or late submissions will be accepted, as this is an examination. 3 INTRODUCTION (2.5) The introduction must provide a general overview of each topic discussed. While writing the introduction, a logical flow of ideas needs to be maintained. The introduction should not be written in bullet format, but in essay format. SECTION A – CONTENT [50 MARKS] Universities South Africa (USAf) has appointed you as a public relations officer to monitor and evaluate the increased competition in the institution of higher learning to enhance its corporate image and reputation. Use the types of corporate communication for internal and external stakeholders by drafting a campaign as a practitioner. Your campaign should consider the perspectives of all stakeholders that USAf has relationships with. This requires you to consider its image and brand as a government institution or entity. As a public relations officer, PREPARE A PRESENTATION to the organisation in which you answer questions about the following aspects of the campaign. (TIP: Remember to define key concepts and apply them to USAf specifically.) 1. Propose a campaign name and a slogan for this initiative. State the clear purpose of the campaign and its objectives using the SMART formula (i.e., the objectives must be Simple, Measurable, Achievable, Relevant and Time-bound) (8) 2. Develop a new mission statement for the campaign. (4) 3. Develop a new vision statement for the campaign. (4) 4. Draft five (5) values for the campaign that are related to the ideals of the institution. (Remember the objectives stated in question 1.) (5) 5. Explain the steps that go into developing a corporate identity programme and discuss how your campaign went about developing the programme. (8) 6. Provide a theoretical definition for the concepts “corporate image” and “corporate reputation”. Then, discuss these concepts using the higher education institution (HEI) of your choice, to explain how you would deal with a disaster. (12) 7. Discuss the importance of a brand or organisation having a good corporate identity and corporate image. (5) 8. Define the term “corporate identity” and explain the main purpose of corporate identity management. (4) 4 SECTION B – 30 YEARS OF DEMOCRACY CAMPAIGN [15 MARKS] Background information This year marks 30 years of democracy, human rights and freedom in South Africa. On 27 April 1994, South Africans of all races took part in the country’s first democratic elections, which transformed it forever. As we reflect on this significant milestone, Minister Ronald Lamola and the Department of Justice and Constitutional Development convened the National Conference to assess progress and chart a course for advancing human rights since 1994, with the theme “Three Decades of Respect for and Promotion of Human Rights”. The basic orientation of government priorities has altered to match the current degree of development and the surroundings. Policies implemented by democratic governments have had a transformative impact while also creating an enabling government to recognise that, while efforts have been made to improve living circumstances by allocating human settlements in locations with access to economic opportunities, specific areas must be addressed in order to completely accomplish spatial transformation. #FreedomDay2024 #30YearsOfDemocracy #30YearsOfFreedom Question In a full-page report (between 5 and 8 paragraphs), using the background information as a foundation, define and discuss the theoretical relationship between strategy and corporate identity for the #30 Years of Democracy Campaign. Refer to the lessons covered in the module, to discuss how organisers of the campaign went about having a strong corporate image and identity. This section will test your comprehension of key concepts learned in this module and your ability to apply them in an everyday life scenario. You need to revise the content learned and demonstrate understanding in how you apply that information. [15] 5 SECTION C – MULTIPLE CHOICE [20 MARKS] The following questions cover the content in lessons 1, 2 and 3. We encourage you to read through the lessons carefully before answering the questions. To answer the questions, use the numbering you are given here and the option you think is the correct answer. For example, Question 1 = option b, or Q1 = B. NB: Do not use your own random numbering system, we will give you zero for this section if your numbering is incorrect. 1. Unisa brand a. The Unisa brand is an entity that is dependent on trust. b. The Unisa brand works within the corporate identity guidelines which have been set out and established. c. The Unisa brand includes all the services and products that the organisation offers. d. The Unisa brand is made up of all the tangible and intangible symbols that the corporate uses to communicate with all stakeholders to establish trust and consistency. e. All of the above. 2. How do you evaluate corporate identity? a. by analysing corporate communication b. by analysing employees’ behaviour c. by analysing a range of stakeholders’ views d. by analysing consumer relations e. by analysing the corporate’s profits 3. What is the fundamental difference between corporate identity and corporate image? a. Corporate identity is what the organisation communicates, whereas corporate image is how stakeholders perceive the organisation. b. Corporate identity is the Nike brand, whereas corporate image is the swoosh sign. 6 c. Corporate identity is how stakeholders view an organisation, whereas corporate image is what the organisation communicates to the public. d. Corporate identity is how the organisation’s employees dress and appear, whereas corporate image is how the public views the unity in its appearance. 4. Which of the following statements is correct about corporate identity as one of the tools that organisations can use to translate their strategic goals into reality? a. The organisation's identity will influence the setting of objectives and the determination of a strategy. b. An organisation may change its identity after a merger or a takeover. c. An organisation may introduce a new logo and a new name to modernise the organisation. d. Both a and c. e. Both a and b. 5. ____________ is an assembly of visual cues and physical behaviour by which an audience can recognise the organisation and distinguish it from others. a. Corporate strategy b. Image management c. Corporate identity d. Organisation e. Corporate reputation 6. ___________ will influence the setting of objectives and the determination of a strategy, a. Corporate identity b. Corporate strategy c. Corporate tools d. Image management e. An organisation’s identity 7 7. ____________ is/are an instrument for creating and nurturing relations with both customer and non-customer stakeholders. a. Benefits of corporate identity b. Corporate identity management c. Corporate strategy d. Corporate management e. None of the above. 8. ____________ refers to ways or plans whereby organisations translate their strategic goals into reality. a. Corporate identity b. Corporate strategy c. Corporate management d. Image management e. Corporate identity management 9. ____________ is a function of an organisation’s history, its beliefs, its philosophy, the nature of its technology, its ownership, its people, the personality of its leaders, its ethical and cultural values and its strategies. a. Corporate identity b. Corporate strategy c. Image management d. Corporate identity management 10. Thandeka is a Unisa graduate and most of her friends and colleagues’ study through the Unisa ODeL system. Thandeka recommends that her newly matriculated and employed nephew Rhulani consider registering with Unisa instead of the University of Johannesburg because Unisa’s programme can better accommodate his academic needs. Which type of corporate communication does this endorsement qualify as? a. secondary communication b. word-of-mouth communication 8 c. primary communication d. tertiary communication e. All of the above. CONCLUSION [2.5] Your conclusion must summarise the discussion in your assignment. Tutorial Letter CMNALLE/301 contains guidelines on writing a conclusion. SELF-ASSESSMENT AND SELF-REFLECTION [5] ANSWER THE FOLLOWING QUESTIONS: • What have you learnt (what knowledge have you gained) by completing the portfolio task? • What skills, abilities and orientations (attitudes and values) have you acquired? • Which strengths could you apply in your future life and work environments? • Which shortcomings do you need to address in future? • To what extent have you achieved the learning outcomes formulated for each lesson? Specify the learning outcomes you have achieved. TECHNICAL PRESENTATION MARKS (5) Declaration, table of contents, in-text referencing, grammar, and list of sources consulted. Please refer to Tutorial Letter CMNALLE/301 for guidelines on the technical presentation of your portfolio assignment GUIDELINES AND TIPS 1. Do not wait until the last minute to start working on your portfolio presentation, in order to have time to revise key concepts. 2. Your portfolio assignment will require you to research and conceptualise a new strategy for USAf as a public relations practitioner. 3. You need to also be able to sell the campaign to the stakeholders. 9 4. Provide an academic definition for the concepts – cite properly in-text – then discuss them in your own words. 5. Your definitions should not be limited to the information contained in the lessons. 6. Your list of sources consulted must contain at least five (5) external academic sources. 7. Your presentation needs to be a combination of both concepts and practical application of the concepts learned and covered in this module. 8. Add your own creativity to your presentation report (e.g., use colour, themes, graphs). 9. You will be marked for technical presentation and penalised for non-compliance. The following problems are often encountered in the technical presentation of assignments: • Assignments are not properly structured because there are no headings and subheadings. • Assignments do not have a table of contents, or the table of contents is incorrect. • A list of sources consulted is not included, it is incomplete (e.g., internet sources, the prescribed book and the study guide are not referenced), or it does not follow the correct referencing style. • Sources are not cited in the text. • The correct referencing techniques are not used. There is a specific way in which to reference internet articles or news articles that are used as examples in an assignment. These sources should also be listed correctly in the list of sources consulted. • Assignments contain numerous spelling and grammatical errors. • The work is untidy, not typed in 12 pt Arial, with 1.5 line spacing, and the text alignment is not Justified. • No declaration is included at the beginning of assignment, in the correct format, therefore the assignment will not be marked. • Spelling does not adhere to English (United Kingdom) or English (South Africa) conventions. TOTAL: [100]