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COM3701/201/2/2018Tutorial Letter 201/2/2018
Marketing communication
COM3701
Semester 2
Department of Communication Science
This tutorial letter contains important information
about your module.
BARCODE
, CONTENTS
Page
1 INTRODUCTION .......................................................................................................................... 3
2 GENERAL COMMENTS............................................................................................................... 3
3 FEEDBACK ON ASSIGNMENTS ................................................................................................. 3
3.1 Assigment 01 ................................................................................................................................ 4
3.2 Assignment 02 ............................................................................................................................ 11
4 CONCLUSION............................................................................................................................ 21
2
, COM3701/201/2/2018
Dear Student
1 INTRODUCTION
We hope you have enjoyed your studies on marketing communication thus far.
Please note that the comments in the tutorial letters are important and are intended to help you
gain a better understanding of the work and to help you prepare for the examination. It is
therefore important to read through all of your tutorial letters carefully. This tutorial letter
contains general comments, feedback on the assignments for Semester 1 and a description of
the action words used throughout this course.
2 GENERAL COMMENTS
Please consider the feedback given in this tutorial letter against the answers you provided in
your assignment. If you would like to discuss it with us, request further explanations or query a
mark, please do so as soon as possible. Remember, as this module is a semester module, you
will not have much time between receiving this tutorial letter and the examination portfolio, so it
is important to work through the feedback as soon as possible. Furthermore, once the marks for
this module have been finalised (when the examination portfolio, year and module marks are
released), we can no longer amend or change an assignment mark for you – it will be too late.
If you have any academic enquiries, kindly contact your lecturers for this module. Their details
are as follows:
Mr I Mkhomazi
Module Coordinator
Telephone: 012 429 4113
E-mail: mkhomi@unisa.ac.za
Mrs T Breet-Van Niekerk
Telephone: 012429 6287
Email: breett@unisa.ac.za
Ms I Cronje
Telephone: 012 429 2148
E-mail: cronji@unisa.ac.za
3 FEEDBACK ON ASSIGNMENTS: SEMESTER 1
Tutorial Letter 101/2018, which you received when you registered for COM3701, contained the
two compulsory assignments.
This tutorial letter provides feedback on Assignment 01, which you had to submit in order to
gain admission to the examination and which contributes 10% towards your final module mark,
as well as Assignment 02, which contributes 10% towards your final module mark.
3
, Please note that there are various activities in the study guide that serve as self-assessment
exercises in preparation for the examination. We find that some of you ignore these activities
and as a result find the portfolio examination quite difficult. Please remember that the study
guide was written in such a way as to guide you through the work and help you answer the
questions. Try to complete all the activities to ensure that you understand the work.
3.1 Assignment 01
Unique assignment number: 829964
Due date: 22 August 2018
You had to answer all the questions in Assignment 01.
YOU HAD TO SUBMIT THIS ASSIGNMENT IN ORDER TO GAIN EXAMINATION ADMISSION.
THE MARK YOU RECEIVE FOR THIS ASSIGNMENT CONTRIBUTES 10% TOWARDS YOUR
FINAL MODULE MARK.
The following are broad guidelines for answering the questions:
When answering questions in this module, always remember that the first part of your answer
should be a theoretical discussion based on the theory given in the prescribed book. The
second part of your answer should focus on applying the theory to the scenario given in the
question. Please be sure to read through your questions carefully, and make sure you answer
the question asked. For future assignments, ask the lecturers for help if you do not understand
the questions asked.
The theoretical component, for the purposes of this module, must always outweigh the scenario
or practical component, as this is a theoretical module. This means that the bulk of your
answer must focus on discussing the theory, with substantially less focus on your application of
the theory to the scenario.
The application, which is rooted in your own understanding of the theory, has an array of
possible model answers. For this reason, there is no “correct” or “incorrect” way of interpreting
theory. If you justified and substantiated your interpretation and application with the correct
theoretical elements, your answer would have been (and will always be) considered for mark
allocation (i.e. you will receive marks).
It is important to make sure you understand the way theory and application complement each
other in an academic discussion, because in the portfolio examination for this module you will
be expected to apply theory to a real-life organisational setting. In this way, this assignment
prepares you for the portfolio.
In order to answer the questions in the assignment, the following theoretical principles are
discussed. Although the feedback below is given in telegram format to allow you to easily see
what was expected, you had to discuss the core aspects in paragraph format with full sentences
in the assignment.
4
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