COM2602/101/3/2021

Tutorial Letter 101/3/2021

Integrated Organisational Communication

COM2602

Semesters 1 and 2

Department of Communication Science

This tutorial letter contains important information

about your module.

BARCODE
 CONTENTS

Page

1 INTRODUCTION .......................................................................................................................... 3
2 PURPOSE AND OUTCOMES ...................................................................................................... 3
2.1 Purpose ........................................................................................................................................ 3
2.2 Outcomes ..................................................................................................................................... 4
3 LECTURER(S) AND CONTACT DETAILS................................................................................... 4
3.1 Lecturer(s) .................................................................................................................................... 4
3.2 Department ................................................................................................................................... 4
3.3 University ...................................................................................................................................... 5
4 RESOURCES ............................................................................................................................... 6
4.1 Prescribed book(s) ........................................................................................................................ 6
4.2 Recommended book(s) ................................................................................................................. 7
4.3 Electronic reserves (e-reserves) ................................................................................................... 7
4.4 Library services and resources ..................................................................................................... 7
5 STUDENT SUPPORT SERVICES ................................................................................................ 7
6 STUDY PLAN ............................................................................................................................... 9
7 PRACTICAL WORK ................................................................................................................... 10
8 ASSESSMENT ........................................................................................................................... 10
8.1 Assessment criteria..................................................................................................................... 10
8.2 Assessment plan ........................................................................................................................ 10
8.3 Assignment numbers .................................................................................................................. 10
8.3.1 General assignment numbers ..................................................................................................... 10
8.3.2 Unique assignment numbers ...................................................................................................... 10
8.4 Assignment due dates ................................................................................................................ 11
8.5 Submission of assignments ........................................................................................................ 11
8.6 The assignments ........................................................................................................................ 13
8.7 Other assessment methods ........................................................................................................ 28
8.8 The examination ......................................................................................................................... 28
9 FREQUENTLY ASKED QUESTIONS ........................................................................................ 31
10 SOURCES CONSULTED ........................................................................................................... 31
11 IN CLOSING ............................................................................................................................... 31

2
 COM2602/101/3/2021

Dear Student

As part of this tutorial letter, we wish to inform you that Unisa has implemented a transformation
charter based on five pillars and eight dimensions. In response to this charter, we have also
placed curriculum transformation high on the agenda. For your information, curriculum
transformation includes the following pillars: student-centred scholarship, the pedagogical
renewal of teaching and assessment practices, the scholarship of teaching and learning, and
the infusion of African epistemologies and philosophies. These pillars and their principles will be
integrated at both the programme and module levels, as a phased-in approach. You will notice
the implementation thereof in your modules, and we encourage you to fully embrace these
changes during your studies at Unisa.

1 INTRODUCTION

The Department of Communication Science is pleased to welcome you to the COM2602

module on Integrated Organisational Communication, and hope that you will find it interesting
and rewarding. We will do our best to help you make your study of this module successful. You
will be well on your way to success if you start studying early in the semester and resolve to do
your assignments thoroughly and timeously.

During the semester, you will receive a number of tutorial letters relating to COM2602.

A tutorial letter is our way of communicating with you about your studies and assessment.

Please join our discussions on myUnisa too to stay updated with the latest announcements,
resources and information about this module!

See section 5 on how to register on myUnisa.

Should you experience a problem with anything other than the module content, please contact
the relevant department at Unisa as outlined in section 3.3 of this tutorial letter.

Please ensure that you always provide your student number, the module code and your
contact details when making any enquiry.

PLEASE READ TUTORIAL LETTER 101 AND THEN TUTORIAL LETTER 301
(CMNALLE/301) BEFORE YOU DO ANYTHING ELSE!

2 PURPOSE AND OUTCOMES

2.1 Purpose

Students who complete this module will have theoretical knowledge of integrated organisational
communication and the practical skills to promote the use of an integrated approach to
organisational communication.

3
2.2 Outcomes

By the end of this module, you will have a comprehensive understanding of the following points:

 what is meant by “communication in the organisation”

 various fields of communication in the organisation, and the relationships between them
 the strategic concept in general, and the strategic role of communication in the
organisation
 definitions and descriptions of integrated organisational communication, its nature and
scope
 methods for managing communication integration within the organisation
 criteria for the measurement of communication integration, and associated research
methods (traditional and online)

3 LECTURER(S) AND CONTACT DETAILS

3.1 Lecturer(s)

The names of your lecturers and their contact details will be communicated to you on myUnisa
and in future tutorial letters.

 Should you have any enquiries on academic matters (i.e. module content), please
contact us via e-mail or telephone between 08:00 and 16:00 on weekdays.
 The lecturers cannot assist you with problems related to myUnisa, the registration of
assignments, computer systems, outstanding study material, snail mail (post), SMS
messages not received, or any other administrative matters.
 The lecturers can only assist you with the academic aspects of the module, in other words
teaching-related matters (e.g. academic questions, assignments) or marks-related
problems (i.e. allocated or recorded).
 You can also communicate with us via myUnisa by joining the discussion forum on the
module’s course website.

3.2 Department

As mentioned, all lecturers are telephonically available from 08:00 to 16:00 on weekdays.
Please remember that if you cannot contact a lecturer directly, you should contact one of the
department’s administrative staff and leave a message or request for the lecturer to contact you
directly. If you do this, please ensure that any phone numbers you give us are valid during our
working hours.

Department of Communication Science

Winnie Madikizela-Mandela Building (Muckleneuk campus, Pretoria)
7th floor, Room 69
Tel: 012 429 6565/6016

4
 COM2602/101/3/2021

3.3 University

If you need to contact Unisa about matters not related to the content of this module, please
consult the brochure Study @ Unisa, which you should have received with your study material.
In this document you will find the contact details of various administrative departments. If you
did not receive this document, please access the internet to find it on myUnisa, under the
“Resources” option.

You can also submit the following enquiries electronically:

 Enquiries about generic matters relating to your studies can be sent to [email protected].
 Examination-related enquiries should be sent to [email protected]; it can also be faxed
to 012 429 4150.
 Enquiries about assignments (e.g. SMS messages regarding assignments), or recorded
assignment marks can be sent to [email protected]. In this regard, you can also send a
fax to 012 429 4150.

The general contact details of the University are as follows:

Fax number (RSA only): 012 429 4150

Fax number (international): +27 12 429 4150
E-mail address: [email protected]
Online address: http://my.unisa.ac.za
Unisa website: http://www.unisa.ac.za
Physical address: University of South Africa
Preller Street
Muckleneuk
Pretoria
City of Tshwane
Postal address: University of South Africa
PO Box 392
Unisa 0003

Administrative enquiries should be directed to the relevant University department as indicated

below. Remember to always include your full name, student/identity number and a short
description of your enquiry. All students (i.e. in South Africa and abroad) can make use of the e-
mail addresses provided. However, note that the SMS numbers are only intended for students
in South Africa.

DESCRIPTION OF ENQUIRY E-MAIL ADDRESS

General enquiries [email protected]
Applications or registrations [email protected]
Assignments [email protected]
Examinations [email protected]
Study material enquiries [email protected]
Student account enquiries [email protected]
Graduation enquiries [email protected]
myLife e-mail accounts [email protected]
myUnisa [email protected]

5
If this applies to you, you can send an SMS to 32695 for more information on how to contact
Unisa via SMS. You will receive an auto response SMS with various SMS options.

You can also SMS enquiries directly to

43578 for applications and registrations

43584 for assignments
43584 for examinations
43579 for study material
31954 for student accounts
43582 for myUnisa and myLife

Students from other countries who cannot use the SMS option should use the e-mail address
[email protected].

Please ensure that you contact the correct section or department for each enquiry, as this will
result in a speedy resolution of the enquiry.

4 RESOURCES
4.1 Prescribed book(s)

The only prescribed book for COM2602 is:

Angelopulo, GC & Barker, R. (eds). 2013. Integrated organisational communication. 2nd

edition. Lansdowne: Juta.

It is advisable that you purchase the prescribed book as soon as possible, since both the
assignments and the examination are based on this book. You CANNOT pass this module if
you only use the study guide.

This textbook is prescribed for the following modules:

 COM2601
 COM3701
 COM3708

Therefore, some of the chapters in the prescribed textbook may not be applicable to this module
(COM2602) specifically.

For this module, you are required to study only chapters 1, 2 and 12.

Unisa does NOT provide you with the prescribed book – you have to purchase it yourself.

Please refer to the list of official booksellers and their addresses in the Study @ Unisa brochure.
If you have difficulty in finding your prescribed book at these booksellers, contact the Prescribed
Books Section at Unisa at 012 429 4152, or e-mail [email protected].

6
 COM2602/101/3/2021

4.2 Recommended book(s)

There are no recommended books for this module.

4.3 Electronic reserves (e-reserves)

There are no electronic reserves for this module.

4.4 Library services and resources

The Unisa Library offers a range of information services and resources:

 For detailed Library information, go to

https://unisa.ac.za/library
 For research support and services (eg personal librarians and literature search services),
go to
https://www.unisa.ac.za/sites/corporate/default/Library/Library-services/Research-support
 The Library has created numerous Library guides:
https://libguides.unisa.ac.za

Recommended guides:

 Request and download recommended material:

https://libguides.unisa.ac.za/request
 Postgraduate information services:
https://libguides.unisa.ac.za/request/postgrad
 Finding and using Library resources and tools:
https://libguides.unisa.ac.za/research-support
 Frequently asked questions about the Library:
https://libguides.unisa.ac.za/ask
 Services to students living with disabilities:
https://libguides.unisa.ac.za/disability
 Assistance with technical problems accessing the Unisa Library or resources:
https://libguides.unisa.ac.za/techsupport

You may also send an e-mail to [email protected] (please add your student number in the
subject line).

5 STUDENT SUPPORT SERVICES

The Study @ Unisa website is available on myUnisa: www.unisa.ac.za/brochures/studies

This website has all the tips and information you need to succeed at Unisa.

7
Since you have chosen to enrol at Unisa, which is an open distance learning (ODL) institution of
higher education, have you really thought about what this means? This University is often
selected to obtain a qualification, because it is “open” to everyone who might not want to attend
lectures at a residential university; it is also sometimes chosen by people who have been out of
the education system for a long time and want to acquire new skills in their own time. Unisa
offers an ideal opportunity to such people to obtain an academic qualification on a part-time
basis.

However, many people are not used to study in isolation from the university, their lecturers and
their fellow students. As a result, many distance education students feel lonely and drop out.
This is not necessary, though, as Unisa offers various resources to support you and to bridge
this distance.

 Tutorials (e-tutoring) at Unisa

Unisa offers online tutorials (e-tutoring) to students registered for modules at NQF levels 5, 6
and 7. This means qualifying first-, second- and third-year modules. Please log on to myUnisa
to find out if any of the modules you have registered for falls in this category.

Once you have been registered for a qualifying module, you will be allocated to a group of
students. Furthermore, you will be interacting with these students and e-tutor during the tuition
period. The e-tutor will be your tutorial facilitator. Thereafter, you will receive an SMS informing
you about your group, the name of your e-tutor and the instructions on how to log on to
myUnisa, in order to receive further information on the e-tutoring process.

Online tutorials are free of charge and are conducted by qualified e-tutors appointed by Unisa.
For you to be able to participate in e-tutoring, you need an internet-connected computer. If you
live close to a Unisa regional centre or a telecentre contracted with Unisa, please feel free to
visit any of these to access the internet. E-tutoring takes place on myUnisa, where you are
expected to join other students in your allocated group. It is the role of the e-tutor to guide you
through your study material during this interactive process. For you to get the most out of online
tutoring, you need to participate in the online discussions that the e-tutor will be facilitating.

There are modules which students have been repeatedly failing. These modules are allocated
face-to-face tutors and tutorials which will take place at the Unisa regional centres. These
tutorials are also offered free of charge; however, it is important for you to register at your
nearest Unisa regional centre to secure attendance of these classes.

 myUnisa

If you have access to an internet-connected computer, you can access resources and
information on various Unisa websites. The myUnisa learning management system is the
University’s online campus, which will help you to communicate with your lecturers, other
students, and the administrative departments of Unisa. You will be able to access administrative
information such as your biographical details, academic and assignment records, examination
dates and results, and financial records.

8
 COM2602/101/3/2021

Study materials such as tutorial letters and study guides, subject-related academic guidance,
discussion forums, announcements made by your lecturers, and so forth can also be accessed
via myUnisa.

To register for myUnisa, click on the “Join myUnisa” link on the left navigation panel on the
following website: http://my.unisa.ac.za.

 Study groups

It is advisable to contact your fellow-students. One way to do this is to form study groups or
networks. The addresses of students in your area may be obtained from the following
department:

Directorate: Student Administration and Registration

PO Box 392
Unisa 0003

You can also keep an eye on the COM2602 “Discussion Forum” on myUnisa, as students
regularly use this tool to form their own study groups.

 Free computer and internet access

Unisa has entered into partnerships with establishments and has telecentres in various
locations across South Africa. The University does this to enable you (as a Unisa student) free
access to computers and the internet. This will enable you to conduct the following academic-
related activities: registration; online submission of assignments; engaging in e-tutoring
activities and signature courses; and so forth. Please note that any other activity besides these
activities is for your own costing (e.g. printing and photocopying). For more information on the
telecentre nearest to you, please visit www.unisa.ac.za/telecentres.

 myLife student account

Once you have registered at Unisa, you will receive a myLife student e-mail account. It is very
important to access this account regularly as the University will use this as a primary method of
communication with you. If you prefer using a different e-mail account – for example an e-mail
account at your workplace – you will be able to forward your myLife account to the e-mail
account of your choice. Please consult the booklet entitled Study @ Unisa if you wish to obtain
more information in this regard.

6 STUDY PLAN
Please consult Study @ Unisa for general time-management and planning skills.

Draw up your own study programme for each module that you are registered for in a specific
semester, including COM2602. Remember that a semester generally extends over a period of
15 weeks. In your study programme, take into account the due dates for your assignments, and
the examination dates. Remember to always allow yourself sufficient time to revise for the
examination.

9
7 PRACTICAL WORK

There are no practicals or work-integrated learning components for this module.

8 ASSESSMENT
8.1 Assessment criteria

You have to complete two assignments and write one venue-based examination for the
semester you are registered for. Assignments are seen as part of the learning material for this
module. As you do your assignments, study your study material and discuss the module with
your fellow students or tutors, you are actively engaged in learning. Please read the
assessment criteria and guidelines for each assignment carefully, as this will help you to
understand what is required of you.

8.2 Assessment plan

Both assignments contribute towards your semester mark for COM2602.

Your final mark for this module will therefore consist of

 a semester mark contributing 20% (earned proportionately according to the marks that you
obtain for your two assignments)
 an examination mark contributing 80% towards the final mark

The mark you obtain for Assignment 01 will contribute a maximum of 50% towards the semester
mark (or a maximum of 10% towards the final overall mark), and the mark you obtain for
Assignment 02 will contribute a maximum of 50% towards the semester mark (or a maximum of
10% towards the final overall mark).

8.3 Assignment numbers

8.3.1 General assignment numbers

Assignments are numbered consecutively per module, starting from 01 (e.g. Assignment 01 and
02, etc).

8.3.2 Unique assignment numbers

Semester 1

If you are registered for semester 1, the unique assignment numbers for your assignments are
as follows:

Assignment 01 639322
Assignment 02 746097

10
 COM2602/101/3/2021

Semester 2

If you are registered for semester 2, the unique assignment numbers for your assignments are
as follows:

Assignment 01 636036
Assignment 02 676113

8.4 Assignment due dates

Semester 1

If you are registered for semester 1, the due dates for your assignments are as follows:

Assignment 01 19 March 2021

Assignment 02 16 April 2021

Semester 2

If you are registered for semester 2, the due dates for your assignments are as follows:

Assignment 01 16 August 2021

Assignment 02 10 September 2021

 The due dates are the dates on which your assignments should be at the main campus of
Unisa in Pretoria.
 It is unacceptable to claim that your assignment was submitted at a regional office on a
specific date – the mail from a regional centre can take up to a week to reach the main
campus.

8.5 Submission of assignments

 Both assignments (01 and 02) are compulsory and must be submitted by the respective
due dates.
 You have to submit Assignment 01 in order to gain admission to the examination, as
admission is not automatic.
 Should you not submit Assignment 01 on time, you will have to re-register for this module
in the next semester.
 Assignment 02 also contributes to the semester mark and it is therefore necessary to
submit it on time.
 Late assignments will be returned to you unmarked and you will receive 0%.

11
When submitting an assignment, please ensure that you have indicated the correct general
assignment number (in this case, 01 or 02) on it, as well as the correct unique assignment
number.

Please do NOT wait until the last day (due date) to submit assignments electronically.
Irrespective of whether your computer breaks down or it has a virus, it remains your
responsibility to ensure that your assignments reach Unisa in Pretoria on time. Assignments
may NOT be submitted to lecturers via fax or e-mail.

Please keep a copy of your assignment which you can produce if your assignment goes
missing. For detailed information and requirements as far as the submission of assignments is
concerned, please see the brochure Study @ Unisa.

If you have access to myUnisa, you can check whether a submitted assignment has been
recorded on the system (there will be a date in the “Processed” column). The mark allocated to
you for an assignment (once it has been marked) and the date on which the assignment was
returned to you are also indicated on myUnisa.

 An assignment can be submitted only ONCE (whether by post or via myUnisa). No re-
submissions will be accepted.
 You therefore have to ensure that the assignment you submit is the final and complete
copy.

Bear in mind that you and your lecturers are privy to the same information on myUnisa. If you
have questions about the mark you have received for an assignment, you may phone us to
discuss the matter, or you can e-mail us a copy of the whole assignment (including the inside
and outside of the cover docket). Please state your student number and the module code
clearly in the subject line of your e-mail. You then need to explain the problem clearly in the
body of your e-mail and also include your contact details.

Once assignments have been marked and the marks have been recorded on the system, these
assignments are automatically posted back to you by snail mail (post) or electronically. The
marker’s comments and other feedback will appear on the marked assignment. You are
welcome to contact us (your lecturers) with questions relating to the assignment and the marks
awarded (provided that you have seen the comments, the feedback and the marks awarded).

12
 COM2602/101/3/2021

8.6 The assignments

SEMESTER 1

ASSIGNMENTS

Only students registered for semester 1 should submit this Assignment 01.

Important information regarding Assignments 01 and 02

Both Assignment 01 and 02 are COMPULSORY!

You will NOT be admitted to the examination if you do not submit Assignment 01 by the due
date.

Remember to enter the unique assignment number correctly in the space provided when
submitting assignments.

ASSIGNMENT FORMAT

Assignment 01 consists of paragraph or essay-type questions. These may be answered in a

typed or handwritten format.

Use the study guide and the prescribed book as your primary sources.

Each assignment should not exceed 12 typed (1.5 spacing) pages or 15 handwritten pages.
This excludes the table of contents and list of sources. Owing to the large number of
assignments we receive, only the first 12 typed pages (or 15 handwritten pages) will be marked
and your mark will be based only on this work.

It is therefore essential that you do not exceed the maximum length for the assignment.

When you work through the questions in the assignments, you will note that almost all the
sections and study units in the syllabus are covered.

This should indicate to you that it is important to study ALL THE STUDY MATERIAL and not to
deem some sections more important than others. The format of the questions in the
examination will also be similar to that of the assignment questions.

 Assignment 01 consists of paragraph or essay-type questions.

 Assignments MUST include the following:
 a declaration that it is your own work that you are submitting
 a table of contents
 an introduction
 a conclusion
 a list of sources consulted
 the answers to the assignment questions and the answers to the self-assessment
and reflection questions

13
 Each of these elements is worth a number of marks. Tutorial Letter 301 (CMNALLE/301)
contains examples of each of these items and their correct presentation. Please study
Tutorial Letter 301 (CMNALLE/301) before you attempt Assignment 01 and ensure that
you are familiar with the examples given there.
 Both assignments for the semester may be submitted to the University either by snail mail
(post) or electronically via myUnisa.
 However, we strongly encourage you to submit your assignments via the myUnisa
platform, as it makes it easier to track and trace your submissions, while you will also
receive feedback sooner.

SEMESTER 1

ASSIGNMENT 01

*** COMPULSORY FOR EXAMINATION ADMISSION ***

Due date 19 March 2021

Unique assignment number 639322
Total marks 100
Contribution to semester mark 50%
Contribution to final mark 10%

Mark allocation for Assignment 01

Question 1 25 marks
Question 2 25 marks
Question 3 25 marks
Question 4 15 marks
Technical presentation 10 marks
TOTAL 100 marks

QUESTION 1
COMMUNICATION IN THE ORGANISATION

1 Discuss the strategic role of communication under the following headings:

1.1 Strategy communication (5)

1.2 Communication strategy (5)
1.3 Communication of strategy (5)

2 Various fields of communication address the communication of organisations. Discuss

the historical background, the approach, objectives and the message communicated by
organisational communication. (10)
[25]

14
 COM2602/101/3/2021

QUESTION 2
THE RATIONALE FOR INTEGRATING ORGANISATIONS’ COMMUNICATION

The concept of communication integration has evolved over time. The evolution of
communication integration dates back to the period before the Industrial Revolution.

2.1 Define and explain the concept of communication integration. (10)

2.2 Explain with the aid of suitable examples the reasons that have led to the need for
communication integration. (15)
[25]

QUESTION 3
COMMUNICATION INTEGRATION PROCESSES AND PRINCIPLES

3.1 You are a Director at Tsakane PR Firm. Your organisation worked on a Black Lives
Matter campaign and are now being accused of inciting acts of violence and
discrimination. Explain to your Communication/PR team why it is crucial that the
organisation responds to this and the impact of unplanned messages for the
organisation.

Your discussion should be guided by pitfalls that may limit the success of an
organisation’s communication and its successful integration. (15)

3.2 Use practical examples to describe each of the four (4) methods of managing
communication integration. (10)
[25]

QUESTION 4
INTEGRATED COMMUNICATION MEASUREMENT

Ehlers (2002) proposes a framework for structuring integrated communication in South African
organisations. Discuss the role of each of the following elements within this framework, using
your own examples to substantiate your discussion:

4.1 Stakeholders (3)

4.2 Employees (3)

4.3 An “integrator” or team of integrators (3)

4.4 Databases (3)

4.5 “Traditional” marketing and public relations tools (3)

[15]

TECHNICAL PRESENTATION [10]

TOTAL [100]

15
 SEMESTER 1

ASSIGNMENT 02

*** This assignment is COMPULSORY! ***

Remember to enter the unique assignment number correctly in the space provided when
submitting this assignment.

Although Assignment 02 is not considered for examination admission, you must nevertheless
submit it, as it will be very difficult to pass this module without the mark this assignment
contributes towards your semester mark.

Due date: 16 April 2021

Unique assignment number: 746097
Total marks: 100
Contribution to semester mark: 50%
Contribution to final mark: 10%

Mark allocation for Assignment 02

TOTAL: 100 marks

Multiple-choice questions

Q1 In which time line in the Evolution of Communication Integration was co-ordination of

communication first attempted?

(1) After World War II

(2) The 1920s
(3) The 1980s
(4) The Industrial Revolution

16
 COM2602/101/3/2021

Questions 2-5

An organisation’s stakeholders form their opinions of the organisation (and its products,
services or ideas) from a range of different messages that accumulate to form the dominant
perceptions that affect their relationship with the organisation.

Match the type of messages in Column A to their sources in Column B:

COLUMN A COLUMN B
Q2 Planned messages (1)
The behaviour of the organisation’s staff, its service
environment, and the systems and technology that are in place
to support its service all communicate some message about the
organisation.
Q3 Product messages (2)
Rumours, word-of-mouth from other customers and the content
of media messages.
Q4 Service messages (3)
Include advertising, sponsorship, public relations and marketing
public relations, sales promotion, direct marketing and personal
selling.
Q5 Unplanned messages (4)
Include the product’s design, the way that it works, problems
that it may have, its functionality, the satisfaction of owning it,
the means of its acquisition and disposal, and its perceived
value.

Q6 Which model of communication relating to integration has controllable and

uncontrollable factors?

(1) Ehlers’ model

(2) Van Riel’s model
(3) Duncan and Moriarty’s model
(4) The equity model

Q7 Information collected from research and other sources can be stored and used by all
concerned for effective planning.

This is an example of … .

(1) infrastructure
(2) databases
(3) relationship management
(4) an integrated agency

17
Q8 With which one of Duncan and Moriarty’s brand equity drivers is the following statement
associated?

All communication objectives and strategies must be justified in terms of what needs to
be done to manage relationships better.”

(1) Zero-based planning

(2) Core competencies
(3) Corporate mission marketing
(4) Strategic consistency maintenance

Q9 ………. is the organisation of the planned communication process in such a way that
each contributor in the process has an independent input that is given a specific time
slot in planning, production and implementation.

(1) Sequencing
(2) Routines
(3) Common starting points
(4) Rules or directives

Q10 The ………. model is used where the parent organisation has a strong influence over
the management and operation of subsidiaries.

(1) variety
(2) uniformity
(3) endorsement
(4) brand equity

Q11 Regular, informal discussions between a communications manager and the CEO of an
organisation before communication strategy is developed and implemented, to ensure
that communication is aligned with the organisation’s overall objectives, is an example
of … .

(1) rules or directives

(2) sequencing
(3) routines
(4) group problem solving

Q12 The following statement is associated with which of Duncan and Moriarty’s (1998) brand
equity drivers?

“All communication objectives and strategies must be justified in terms of what needs to
be done to manage relationships better”.

(1) Zero-based planning

(2) Core competencies
(3) Corporate mission marketing
(4) Strategic consistency maintenance

18
 COM2602/101/3/2021

Q13 Implementing a system of computerised decision-making support systems is an element

of … .

(1) definition of common starting points

(2) use of common operational systems
(3) coordination of decision making in communication
(4) preparation of communication activities

Q14 Who does Ehlers (2002) propose to be responsible for coordinating communication in
the organisation?

(1) The communication department

(2) The CEO
(3) The integrator
(4) The stakeholders

Q15 What is one of the challenges of integrating online and traditional research methods?

(1) Online research methods are expensive to implement.

(2) Traditional research methods have become obsolete.
(3) Online research methods are time-consuming.
(4) Efforts need to be coordinated properly.

Q16 Operational guidelines are specifications for the implementation of communication

projects, such as the following:

(1) The company should engage their stakeholders in one social media channel.
(2) The central message should be adapted to fit different communication material.
(3) Specific procedures could be set for the transformation of every customer contact
into a communication opportunity.
(4) Different advertising agencies should be used for projects, according to their
expertise.

Q17 Companies, their services and products that tend to be presented as a multitude of
brands with different identities is an example of the ………. model.

(1) uniformity
(2) variety
(3) endorsement
(4) integration

Q18 The social and associated aspects of marketing and business in general depend on … .

(1) profit
(2) relationships
(3) dialogue
(4) databases

19
Q19 Which of the following drivers, according to Duncan and Moriarty (1998), has a
corporate focus?

(1) Mission marketing

(2) Cross-functional management
(3) stakeholder focus
(4) Zero-based planning

Q20 ………. is necessary to ensure consistency (strategic coherence) between the different
levels of strategy formulation (enterprise, corporate, business, functional and
operational) and implementation in an organisation.

(1) Communication of strategy

(2) Communication strategy
(3) Strategy communication
(4) Strategic planning

TOTAL: 100

20
 COM2602/101/3/2021

SEMESTER 2

ASSIGNMENTS

Only students registered for semester 2 should submit this Assignment 01.

Important information regarding Assignments 01 and 02

Both Assignment 01 and 02 are COMPULSORY!

You will NOT be admitted to the examination if you do not submit Assignment 01 by the due
date.

Remember to enter the unique assignment number correctly in the space provided when
submitting assignments.

ASSIGNMENT FORMAT

Assignment 01 consists of paragraph or essay-type questions. These may be answered in a

typed or handwritten format.

Use the study guide and the prescribed book as your primary sources.

Each assignment should not exceed 12 typed (1.5 spacing) pages or 15 handwritten pages.
This excludes the table of contents and list of sources. Owing to the large number of
assignments we receive, only the first 12 typed pages (or 15 handwritten pages) will be marked
and your mark will be based only on this work.

It is therefore essential that you do not exceed the maximum length for the assignment.

When you work through the questions in the assignments, you will note that almost all the
sections and study units in the syllabus are covered.

This should indicate to you that it is important to study ALL THE STUDY MATERIAL and not to
deem some sections more important than others. The format of the questions in the
examination will also be similar to that of the assignment questions.

 Assignment 01 consists of paragraph or essay-type questions.

 Assignments MUST include the following:
 a declaration that it is your own work that you are submitting
 a table of contents
 an introduction
 a conclusion
 a list of sources consulted
 the answers to the assignment questions and the answers to the self-assessment
and reflection questions

21
 Each of these elements is worth a number of marks. Tutorial Letter 301 (CMNALLE/301)
contains examples of each of these items and their correct presentation. Please study
Tutorial Letter 301 (CMNALLE/301) before you attempt Assignment 01 and ensure that
you are familiar with the examples given there.
 Both assignments for the semester may be submitted to the University either by snail mail
(post) or electronically via myUnisa.
 However, we strongly encourage you to submit your assignments via the myUnisa
platform, as it makes it easier to track and trace your submissions, while you will also
receive feedback sooner.

SEMESTER 2

ASSIGNMENT 01

*** COMPULSORY FOR EXAMINATION ADMISSION ***

Due date 16 August 2021

Unique assignment number 636036
Total marks 100
Contribution to semester mark 50%
Contribution to final mark 10%

Mark allocation for Assignment 01

Question 1 25 marks
Question 2 25 marks
Question 3 25 marks
Question 4 15 marks
Technical presentation 10 marks
TOTAL 100 marks

QUESTION 1
COMMUNICATION IN THE ORGANISATION

1.1 Angelopulo and Schroonraad (2013) identify and define five prominent fields of
Communication within the organisational communication context.

Name and define the five fields and give real-life relevant examples (not taken from the
textbook). (15)

1.2 The strategic concept is applied in a number of extended contexts, some of which are
significant and warrant further attention.

Discuss strategic management as an extension of the strategic concepts. (10)

[25]

22
 COM2602/101/3/2021

QUESTION 2
THE RATIONALE FOR INTEGRATING ORGANISATIONS’ COMMUNICATION

2.1 The evolution and development of communication integration can be traced through
timelines and significant events, as provided by many scholars within the field.

However, Duncan (2002) identifies three primary areas where change and evolution
have led to the need for integration: external market trends, trends within
organisations and societies’ demands for organisational integrity.

Discuss these in detail and provide relevant examples (Not taken from the textbook) to
substantiate your answer. (15)

2.2 Communication integration is the process of thinking and organising that helps an
organisation become and remain market oriented.

Given the above, discuss what we mean by Market Orientation as a principle of

communication integration. (10)
[25]

QUESTION 3
COMMUNICATION INTEGRATION PROCESSES AND PRINCIPLES

3.1 You are the communication director of Learnhard University, an open distance
university. Learnhard University is experiencing a number of problems with their
communication because it is not integrated. For example, students sometimes receive
conflicting messages from the University and their lecturers. In order to mend this lack
of integration, you decide to make use of Duncan and Moriarty’s ten ‘drivers’ of
integration.

Name each driver and explain how it will help Learnhard to integrate its communications
to students and other stakeholders. (25)
[25]

QUESTION 4
INTEGRATED COMMUNICATION MEASUREMENT

4.1 Traditional and online research methods can complement each other in the evaluation
of integrated communication. With specific reference to the evaluation of integrated
communication, discuss the strengths and opportunities of the integration of these
research methods. (10)

4.2 Outline the importance of measuring organisational communication integration. (5)

[15]

TECHNICAL PRESENTATION [10]

TOTAL [100]

23
 SEMESTER 2

ASSIGNMENT 02

*** This assignment is COMPULSORY! ***

Remember to enter the unique assignment number correctly in the space provided when
submitting this assignment.

Although Assignment 02 is not considered for examination admission, you must nevertheless
submit it, as it will be very difficult to pass this module without the mark. This assignment
contributes towards your semester mark.

Due date 10 September 2021

Unique assignment number 676113
Total marks 100
Contribution to semester mark 50%
Contribution to final mark 10%

Mark allocation for Assignment 02

TOTAL: 100 marks

Multiple-choice questions

Q1 Angelopulo and Barker (2013) describe communication as a transactional and symbolic

process in which (an) ………. is/are exchanged and interpreted with the aim of
establishing mutual ………. between parties.

(a) words
(b) presents
(c) messages
(d) observation
(e) understanding
(f) agreement

(1) (a) and (f)

(2) (b) and (d)
(3) (c) and (e)
(4) (d) (e) and (f)

24
 COM2602/101/3/2021

Questions 2-5

Match strategic extensions in Column A to explanation in Column B:

Q2 Strategic planning (1)

………. relies on information about the organisation’s
environment, resources, culture and stakeholder
expectations.
Q3 Strategic management (2)
………. involves decisions on strategy implementation
by various functions or departments.
Q4 Strategic thinking (3)
………. deals with the coordination and monitoring of the
development and implementation of an organisation’s
strategy.
Q5 Strategic decision making (4)
………. refers to the articulation of the vision and
direction of the organisation by top management.
(5)
………. deals with the establishment and maintenance
of competitive advantage in a specific market segment.

Q6 Communication integration is the ………. of all of an organisation’s messages, including

those created by the procedures and behaviours of the organisation and its people, in
order to ………. clearly, consistently and with continuity within and across formal
organisational boundaries.

(a) confusion
(b) alignment
(c) directing
(d communicate
(e) work
(f) govern

(1) (b) and (e)

(2) (a) and (f)
(3) (b) and (d)
(4) (a) and (e)

Q7 Which of the terms in Column A best suits the description in column B?

COLUMN A COLUMN B
(1) Operational strategy ………. deals with the establishment and
(2) Business communication maintenance of competitive advantage in a
(3) Corporate social specific market segment.
responsibility
(4) None of the above

25
Q8 Numerous attempts have been made to categorise the definition of communication.

Which one of the following is not a conceptual pillar in the definition of communication?

(1) Level of observation

(2) Intentionality
(3) Judgement
(4) Mechanistic

Q9 The evolution of communication integration can be best understood through its time
line.

The current time line has seen … .

(1) the world consumption increasing

(2) greater effort on corporate brand
(3) IT becoming central to most relationships and communication
(4) the first consistent attempt to coordinate communication

Q10 Duncan (2002) identified three primary areas where change and evolution have led to
the need for integration.

Which of the following trends is associated with the existence of numerous functions
that deal with communication in an organisation?

(1) External corporate trends

(2) Societies’ demands for organisational integrity
(3) External trends
(4) None of the above

Q11 Various methods can be used to evaluate the organisation’s total communication
efforts.

Which of the following audit measurement uses questionnaires as its research tools to
evaluate an organisation’s relationship-building endeavours?

(1) Internal audit

(2) Online surveys
(3) Stakeholder relationship audit
(4) Integrated marketing (IM) audit

Q12 Van Riel (1995: 39-47) identifies three predominant approaches to the application (or
integration) of corporate identity.

Which model is generally applied where the parent organisation has a strong influence
over the management and operation of subsidiaries?

(1) Uniformity model

(2) Van Riel’s model
(3) Sequencing approach
(4) Endorsement model
26
 COM2602/101/3/2021

Q13 Which of the following statements is not correct?

(1) Communication integration is the alignment of all the organisation’s messages.

(2) The attempt to integrate the marketing communication efforts has led to the
integration of all internal and external organisational communication efforts.
(3) Communication integration occurs only externally.
(4) Each organisation is a brand that is perceived either positively or negatively.

Q14 Market orientation is the responsibility of … .

(1) the chief executive officer

(2) the communication manager
(3) everyone
(4) the marketing department

Q15 Take-5 Stationers has developed a new pen that is of high quality stainless steel, with
ink that never runs dry. It is very expensive and is marketed to successful businessmen.

This is an example of a ………. message.

(1) planned
(2) product
(3) service
(4) unplanned

Van Riel (1995: 39-47) identifies three predominant approaches to the application (or
integration) of corporate identity.

Questions 16-18

Which of the descriptions in Column A best suit the relevant approach in Column B

COLUMN A COLUMN B
Q16 Variety model (1)
The whole organisation, its subsidiaries and its brands have
one identity.
Q17 Uniformity model (2)
Subsidiaries have their own identities, while the parent
organisation’s identity is present in the background.
Q18 Endorsement model (3)
Subsidiaries have their own identities with no connection
evident between each other or the parent organisation.

Q19 Which of the following statements does not refer to one of Duncan and Moriarty’s 10
drivers for marketing integration?

(1) Not just market the product claims, but also the corporate mission.
(2) Do not just make transactions, but create and nourish relationships.
(3) Rather use an integrated rather than a traditional agency.
(4) Use departmental rather than cross-functional planning and monitoring.

27
Q20 It is rare that an organisation’s messages will be accepted, perceived or integrated
exactly as intended by the organisation.

The main reason for this is that stakeholders … .

(1) experience a lot of noise

(2) have unique frames of reference
(3) suffer from information overload
(4) have various degrees of intelligence

TOTAL: 100

8.7 Other assessment methods

The assignments and the examination are the only assessment methods used in this module.
There are no other assessments for this module.

8.8 The examination

The examination for COM2602 takes place at the end of each semester. This means the
following:

 If you are registered for semester 1, you will write the examination in May/June 2021, with
a supplementary examination opportunity in October/November 2021.
 If you are registered for semester 2, you will write the examination in
October/November 2021, with a supplementary examination opportunity in
May/June 2022.

The final examination date, information on the examination venue and time, and other general
information will be made available to you in writing during the course of the semester.

If you have not received this information by the beginning of April (for Semester 1) or by the
beginning of September (for semester 2), please contact the Examination Section immediately
by sending an e-mail to [email protected].

Examination admission is NOT automatic

 You have to submit Assignment 01 in order to gain admission to the examination (that is,
to be allowed to write the examination), as admission is not automatic.
 If you do not submit Assignment 01, you will have to re-register for this module in the next
semester.
 Although Assignment 02 is not taken into account for admission to the examination, you
must nevertheless submit this assignment as it will be very difficult to pass the module
without the mark that this assignment contributes to the semester mark.
 Remember that you will only receive marks for assignments which are received by the
specified due dates.
 Therefore, ensure that you submit Assignment 01 by the due date in order to qualify for
examination admission.

28
 COM2602/101/3/2021

 NO EXTENSIONS will be given for the late submission of any assignment and all
assignments received after the specified due dates will be returned unmarked – in other
words, you will receive 0%.

Important information about the examinations

 Only students who have obtained admission to the examination by submitting

Assignment 01 will be eligible to sit for the examination, as admission is not automatic.
 You have to obtain a minimum final mark of 50% to pass this module.
 Because provision has been made for you to accumulate a maximum of 20% towards your
final mark (by doing the assignments), a sub-minimum of 40% is applicable to the
examination.
 In reality, this means that you have to obtain at least 40% in the examination; otherwise
you will automatically fail the examination, and, therefore, the module.
 Furthermore, you have to have a minimum of 50% for your final mark (semester mark and
examination mark combined) in order to pass this module. Refer to the brochure
Study @ Unisa for more information in this regard.
 If your examination results are blocked due to outstanding study fees, please phone
012 429 4299. Once you have settled the outstanding amount, you have to request that
your examination results be released. Lecturers cannot do this, since we do not have
access to these systems.
 You can also consult Study @ Unisa for general examination guidelines and guidelines on
how to prepare for your examination.
 You DO NOT have to provide a cover page, declaration of own work submitted, table of
contents, self-assessment and self-reflection questions, nor a list of sources consulted in
the examination.
 However, you must pay careful attention to grammar, spelling, articulation, alignment,
margins, headings, numbering and the overall structure and format of your work in the
examination. All technical aspects and academic standards are discussed in
Tutorial Letter 301 (CMNALLE/301).
 Use an academic writing style and particularly, write in the third person, as we are training
you to write in a formal tone of voice.

The examination question paper

To help you with your preparation for the examination, you will receive a tutorial letter that will
explain the format of the examination question paper and set out clearly what material you have
to study for examination purposes.

 It is important to note that the examination will be based on ALL the study material,
including the assignments.
 The COM2602 examination question paper is a single two-hour paper.
 The COM2602 examination will consist of a one two-hour paper (of 100 marks), that will
include short questions and essay-type questions. The examination paper will be based on
the prescribed book, the study guide, all the tutorial letters and the assignments.
 When writing your examination, it is up to you to review the examination question paper to
determine how much time you will need for each question.
 You are strongly advised not to spend too much time on any specific question, or you may
not be able to answer all the questions within the specified time limit.

29
What happens if I fail the examination?

Should you fail COM2602 in semester 1 and qualify for a supplementary examination (that is,
obtain the sub-minimum requirement of 40% in the examination and a final mark of at least 45%
for the module), you will be allowed to sit for the supplementary examination in
October/November 2021. If you fail the module in semester 2 and qualify for a supplementary
examination, you will be allowed to sit for the supplementary examination in May/June 2022.

Please note that should the University grant you a supplementary examination, your semester
mark will NOT count towards your final mark. In other words, your examination will constitute
100% of your final mark and you will have to achieve a mark of at least 50% in the
supplementary examination to pass the module. However, this arrangement will not affect
students who write the aegrotat examination. This kind of examination is written by students
who were ill on the day of the examination and whose medical condition is confirmed by a valid
medical certificate. The semester mark of these students will count towards their final mark.

The supplementary examinations are based on the same syllabus and module content that you
have studied during the semester, but new information will be incorporated and a new
examination scope will apply. Therefore, please contact your lecturers before you write the
supplementary examination and ask for the most recent tutorial letter pertaining to the
supplementary examination.

Should you fail COM2602 in any semester and not qualify for a supplementary examination, you
will have to re-register for the module in the next semester and completely redo the
assignments and the examination.

There are still students who think that they can take notes into the examination venue and that
they will not be caught cheating. If you are caught during the examination with any information
related to this module, you will face a disciplinary hearing. You may be suspended from
studying at Unisa and any other tertiary institution for a number of years if found guilty. It is not
worth throwing away your academic career! Rather be well prepared for the examination. It is
not a quiz and if you study all the study material, you will be able to answer all the questions.

30
 COM2602/101/3/2021

9 FREQUENTLY ASKED QUESTIONS

We receive many telephone calls and e-mails from students asking the same questions. Please
note that there is an A to Z guide which contains the most relevant study information and
associated questions in the Study @ Unisa brochure. Therefore, before you phone or e-mail us
with a question, please ensure that this question has not already been answered.

10 SOURCES CONSULTED
Angelopulo, GC & Barker, R. (eds). 2013. Integrated organisational communication.
2nd edition. Lansdowne: Juta.

11 IN CLOSING

This tutorial letter contains essential information for COM2602. Additional information will be
posted on myUnisa throughout the semester and we actively engage on the discussion forums
on this platform, so we invite you to participate as much as possible to get the most out of this
module. Our team of lecturers will be happy to assist you with any queries. We trust that you will
find this an interesting and enjoyable module and wish you great success in your studies.

THE COM2602 TEAM

31