QUESTIONS AND
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UNIVERSITY EXAMINATIONS
May/June 2020
COM2602
Integrated Organisational Communication
100 Marks
Duration 3 Hours
This paper consists of 3 pages.
Instructions:
This examination question paper consists of FOUR questions.
You have to answer ALL QUESTIONS.
Make sure that you fill in your student number and the code of the paper (COM2602) on your
submission.
Please insert your honesty declaration.
After answering this examination paper you must follow the instructions as provided in The
Student User guide.
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2 COM2602
May/June 2020
QUESTION 1
COMMUNICATION IN THE ORGANISATION
1.1 Communication plays a role in the functioning of the organisation as a whole. Discuss
the role of communication in an organisation such as Unisa. (5)
1.2 Name and discuss Mintzbergs’s five (5) Ps related to the definition of strategy and
provide relevant examples in each case. (15)
1.3 Organisations are generally characterised by hierarchical structure. This consists of
layers of people with different degrees of seniority and managerial responsibilities
working in different departments. Owing to this structure, different strategies are
developed and implemented at the various levels.
Name and briefly discuss five levels of strategy. (10)
[30]
AND
QUESTION 2
THE RATIONALE FOR INTEGRATING ORGANISATIONS’ COMMUNICATION
2.1 Name and briefly discuss the five (5) principles of communication integration.
(10)
2.2 You are a communication consultant assisting in the integration of communication at
Bake Some More. Your manager mandated you to introduce the CEO to the concept
of the four (4) kinds of messages that determine customers’ perception of an
organisation and to clarify how these contribute to integration.
In the proposal to the CEO, write a comprehensive paragraph about each of these
four messages by addressing the following:
2.2.1 The name of the message. (4)
2.2.2 The source of the message. (4)
2.2.3 The believability of the message and its impact on the perception of the organization.
(8)
2.2.4 How the message contributes to integration (4)
[30]
AND
[TURN OVER]
, lOMoARcPSD|44660598
3 COM2602
May/June 2016
QUESTION 3
COMMUNICATION INTEGRATION PROCESSES AND MANAGEMENT
3.1 Communication integration has its limitations. To achieve all that is possible through
integration, it is necessary to consider these. In addition, it is important to be aware of
a number of pitfalls that can limit the success of an organisation’s communication and
its integration.
With reference to the abovementioned statement:
Explain how can the absence of communication harm an organisation’s reputation?
Provide relevant examples to substantiate your answer. (10)
3.2 The integration of corporate identity plays an important role in communication
integration.
3.2.1 Define the term corporate identity and outline its value to organisations. (5)
3.2.2 Discus with examples, how corporate identity can be applied. (10)
[25]
AND
QUESTION 4
INTEGRATED COMMUNICATION MEASUREMENT
4.1 Name and discuss the three (3) integrated communication models that will form the
basic building blocks for developing an integrated communication measuring
instrument. (9)
4.2 Name the three (3) dimensions of integrated communication evaluation and
measurement. (6)
[15]
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