DPR2613 PORTFOLIO (DETAILED 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 t