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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 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 (15)
**Concept of Strategy**
Strategy in an organizational context refers to a comprehensive plan designed to achieve long-
term goals and objectives. It encompasses the methods and pathways through which an
organization aims to achieve its mission and vision, ensuring sustained competitive advantage
and overall success. The formulation of strategy involves analyzing internal and external
environments, setting objectives, and determining the best course of action to achieve these
objectives.
, **Extensions of Strategy**
1. **Corporate Strategy**:
- **Definition**: The overarching plan for the entire organization, determining the scope of
the business and the markets in which it will operate.
- **Focus**: Decisions about diversification, acquisitions, new ventures, resource allocation,
and overall corporate direction.
2. **Business Strategy**:
- **Definition**: The plan that determines how a business will compete in a particular market.
- **Focus**: Competitive positioning, market differentiation, and gaining a competitive edge.
It involves decisions regarding product offerings, pricing, market targeting, and operational
efficiencies.
3. **Functional Strategy**:
- **Definition**: Specific to a department or functional area within the organization, such as
marketing, finance, or human resources.
- **Focus**: Tactical decisions that support business and corporate strategies. For instance, a
marketing strategy might involve brand positioning and promotional tactics.
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