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COM2602 Assignment 1 Semester 2 2024
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COM2602 Assignment 1 Semester 2 2024 QUESTIONS WITH ANSWERS
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COM2602Assignment 1
Semester 2 2024
QUESTIONS WITH COMPLETE ANSWERS
[School]
[Course title]
,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.
Definition of Strategy:
• Strategy refers to a high-level plan designed to achieve one or more long-term
or overall goals under conditions of uncertainty. It involves setting objectives,
analyzing competitive environments, and allocating resources to execute the
plan effectively.
, Extensions of Strategy:
1. Corporate Strategy:
o Corporate strategy deals with the overall scope and direction of an
organization. It involves decisions about which industries and markets
the organization should operate in, and how it should manage its
portfolio of businesses to create value. This includes mergers and
acquisitions, diversification, and new ventures.
2. Business Strategy:
o Business strategy focuses on how an organization should compete
within a particular industry or market. It involves decisions about
product development, market positioning, and competitive advantage.
Michael Porter’s generic strategies (cost leadership, differentiation, and
focus) are a key framework here.
3. Functional Strategy:
o Functional strategy involves specific plans for different departments or
functions within an organization, such as marketing, finance, HR, and
R&D. Each functional area develops strategies to support the overall
business strategy and achieve specific departmental goals.
4. Operational Strategy:
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