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COM2602 STUDY PACK/NOTES | 2022
- Institution
- University Of South Africa (Unisa)
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COM2602 STUDYPACK/ NOTES2022
QUESTION 1
COMMUNICATION IN THE ORGANISATION
1.1 ACADEMIC AND PROFESSIONAL FIELDS (FIELD MARKETING COMMUNICATION INTERESTS AND
AREAS) PG15/26
1
,Business Communication – is an academic field that can be defined as communication that is used to attain
a business objective
Origin
• Traced back to the earliest times of commercial activity
• Historical remnants of business- related writing can be found, for example on Roman tablets
• It has its roots in rhetoric
• It became formalized at land grant colleges in the United States of America
• Business communication secured a foothold in the business curriculum and originated in business
writing and technical communication
Emphasis
• Many business communication courses have a skills orientation.
• The original scope of business communication is not universal. It focus is more on the communication
that occurs within organisations that’s defined as businesses
• It pays greater attention to communication that relates directly to business and less to communication
that falls outside the business context
• It focuses on skills orientation, the emphasis is on business writing, speaking and technical
communication.
Business communication Interest and Scope is
• Internal & external communication. The primary interest was written communication. Included oral
communication
Business communication Methods are
• Aimed at better performance. It attempts to understand and describe business communication but not
extensively. It Generates and integrates theory
Business communication Objectives are
• Overwhelmingly focused on method and skills. It has limited theoretical foundations
2
, Marketing communication – is an academic field that uses various types of planned messages used to build
a brand.
Origin
• Marketing communication has evolved in parallel with the marketing discipline
• Originally seen as the communication required for marketing transactions – with emphasis given to the
elements of communication that dealt directly with transactions.
• Traditionally, these included advertising, personal selling and in some (but not all) forms, public
relations.
Emphasis
• There is a shift from an emphasis in communication where transaction was the end goal, to
communication that results in ongoing relationships between the organisation and all stakeholders,
including customers.
• It manages specific elements of the marketing communication mix to address the communication that
is necessary to build the brand relationship between the company and its market.
• Includes planned, unplanned, service and unplanned messages.
Marketing communication Interest and Scope is
• Primary external collective communication focus. The dyadic communication increased with
opportunities made possible by technology
Marketing communication Method includes
• Theoretical development in fundamental and applied areas. It is mainly concerned with intervention
and effective practise
Marketing communication Objectives are
• Strong disciplinary traits, Strong focus on method and skills and Significant theoretical foundations
3
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