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COM4805 Integrated Communication and the Organisation

1 INTRODUCTION

The Department of Communication Science has the pleasure of welcoming you to COM4805, Integrated Communication and the Organisation.

This Tutorial Letter (101/0/2018) contains important information about the scheme of work, study resources, assignments and assessment criteria for this particular module. Please read it carefully and keep it at hand so that you can consult it when you need to; for example when you work through your study material, prepare your assignments, prepare for the examination and direct enquiries to your lecturers.

The information in Tutorial Letter 101/0/2018 is applicable to the full 2018 academic year. All the study material you have received for this module is important and will be covered in the examination. Please diarise the due dates for the submission of assignments. This is essential, since you have to meet certain requirements in order to gain admission to the examination, as admission is not automatic. No extension will be granted for the submission of any assignment.

Please read Tutorial Letter 301 (CMNHONE/301/2018) in combination with Tutorial Letter 101 for 2018, as it contains useful information about studying at an open distance learning (ODL) institution and through Unisa’s College of Human Sciences. Tutorial Letter 301 is a generic tutorial letter sent to all postgraduate students registered for subjects offered by the Department of Communication Science.

2 PURPOSE AND OUTCOMES

Students who complete this module will be equipped to advocate the role of communication within an organisation and to convey the benefits of integrating the communication of an organisation. They will also have the ability to integrate such communication.

4 RESOURCES

4.1 Prescribed books

There is no prescribed material for this course. However, you are required to conduct your own research for this module. This can be done by searching the library catalogue for academic books, journal articles, dissertations, theses and any other relevant academic resources.

4.2 Recommended books

Angelopulo, GC & Barker, R (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta.

Cornelissen, J. 2011. Corporate communication: a guide to theory and practice. Los Angeles: SAGE.

Dues, MT & Brown, M (eds). 2001. The practice of organizational communication. Boston: McGraw-Hill.

Duncan, T. 2002. IMC: using advertising and promotion to build brands. New York: McGraw-Hill. Steyn, B & Puth, G. 2000. Corporate communication strategy. Sandown: Heinemann.

Toth, EL (ed). 2007. The future of excellence in public relations and communication management. Challenges for the next generation. Mahwah, NJ: Lawrence Erlbaum.

Tynan, L, Edmondson, B, Martin, A, Wolstencrof, D, Grace, D, Swanson, D & Creed, A. 2013.

Communication for business. South Melbourne: Oxford University Press.

Verwey, S & Du Plooy-Cilliers, F. 2003. Strategic organisational communication: paradigms and paradoxes. Sandown: Heinemann.

4.2.1 Chapters in books

Dues, MT. 2001. A contemporary understanding of communication, in: The practice of organizational communication, edited by M Dues & M Brown. Boston: McGraw-Hill: 3–21.

Dues, MT. 2001. Evolving concepts of organization: their influence on organizational communication, in: The practice of organizational communication, edited by M Dues & M Brown. Boston: McGraw-Hill: 23–53.

Du Plooy-Cilliers, F. 2003. Paradigms and paradoxes: shifting management thinking, in Strategic organisational communication: paradigms and paradoxes, edited by S Verwey & F Du Plooy-Cilliers. Sandown: Heinemann: 21–47.

Fawkes, J. 2012. What is public relations? in Theaker, A. ed. The public relations handbook. 4th ed. New York, NY: Routledge. p. 3-20.

Fawkes, J. 2012. Public relations and communication, in Theaker, A. ed. The public relations handbook. 4th ed. New York, NY: Routledge. p. 21-38.

Gregory, A. 2012. Public relations and management. In Theaker, A. ed. The public relations handbook. 4th ed. London: Routledge. p. 60-81.

Steyn, B & Puth, G. 2000. Corporate communication strategy. Sandown: Heinemann: Chapters 2 & 3.

Verwey, S, du Plooy-Cilliers, F & du Plessis, D. 2003. Communication by design: networking or not working, in Strategic organisational communication: paradigms and paradoxes, edited by S Verwey & F du Plooy-Cilliers. Sandown: Heinemann: 155–183.

4.2.2 Periodical articles

Angelopulo, GC. 2000. Scalable competency in the communication profession: a pilot study. Communicare 22(1):1–28.

Argenti, PA, Howell, RA & Beck, KA. 2005. The strategic communication imperative.

Sloan Management Review 46(3):83–89.

Balmer, JMT. 2001. Corporate identity, corporate branding and corporate marketing: seeing through the fog. European Journal of Marketing 35(3/4):248–291.

Balmer, JMT & Gray, ER. 1999. Corporate identity and corporate communications: creating a competitive advantage. Corporate Communications: An International Journal 4(4):171–177.

Bronn, PS. 2001. Communication managers as strategists? Can they make the grade?

Journal of Communication Management 5(4):313–326.

Christensen, LT, Firat, AF & Cornelissen, J. 2009. New tensions and challenges in integrated communications. Corporate Communications: An International Journal 14(2):207–219.

Christensen, LT, Firat, AF & Torp, S. 2008. The organisation of integrated communications: toward flexible integration. European Journal of Marketing 42(3):423–452.

Clulow, V. 2005. Future dilemmas for marketers: can stakeholder analysis add value?

European Journal of Marketing 39(9/10):978–997.

Einwiller, S & Boenighk, M. 2012. Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises. Journal of Marketing Communications 18(5):335–361.

Einwiller, S & Will, M. 2002. Towards an integrated approach to corporate branding: an empirical study. Corporate Communications: An International Journal 7(2):100–109.

Elving, WJL. 2005. The role of communication in organisational change. Corporate Communications: An International Journal 10(2):129–38.

Hallahan, K., Holtzhausen, D., Van Ruler, B., Verĉiĉ, D. & Sriramesh, K. 2007. Defining strategic communication. International journal of strategic communication, 1(1):3-35.

Kalla, HK. 2005. Integrated internal communications: a multidisciplinary perspective.

Corporate Communications: An International Journal 10(4):302–314.

Kitchen, PJ & Schultz, DE. 2003. Integrated corporate and product brand communication (1). Advances in Competitiveness Research 11(1):66–86.

Likely, F. 2003. PR/Communication – key player in strategic management process. Strategic Communication Management 7(6):18–22.

Massie, L & Anderson, CL. 2003. Integrating communications: Is the ideal achievable?

Corporate Communications: An International Journal 8(4):223–28.

Mahoney, J. 2011. Horizons in strategic communication: theorising a paradigm shift.

International Journal of Strategic Communication 5(3):143–53.

Melewar, TC & Karaosmanoglu, E. 2006. Seven dimensions of corporate identity: a categorisation from the practitioner's perspectives. European Journal of Marketing 40(7/8):846–869.

Moss, D & Warnaby, G. 1998. Communication strategy? Strategy communication? Integrating different perspectives. Journal of Marketing Communications 4:131–140.

Peng, W & Littlejohn, D. 2001. Organisational communication and strategy – a primary enquiry. International Journal of Hospitality Management 13(7):360–363.

Proctor, T & Kitchen, P. 2002. Communication in postmodern integrated marketing.

Corporate Communications: An International Journal 7(3):144–154.

Simões, C, Dibb, Fisk, RP. 2005. Managing corporate identity: an internal perspective. Journal of the Academy of Marketing Science 33(2):153–168.

Smith, BG. 2012. Organic integration: the natural process underlying communication integration. Journal of Communication Management 16(1):4–19.

Steyn, B. 2003. “From strategy to corporate communication strategy: a conceptualisation”.

Journal of communication management, 8(2):168-183.

Steyn, B. 2007. Contribution of public relations to organisational strategy formulation. in The future of excellence in public relations and communication management. Challenges for the next generation, edited by EL Toth. Mahwah, NJ: Lawrence Erlbaum. p. 137-172).

Tindall, NTJ & Holtzhausen, D. 2012. Toward an integrated model of communication: the case of South Africa. Journal of Communication Management 16(4):371–387.

Torp, S. 2009. Integrated communications: from one look to normative consistency.

Corporate Communications: An International Journal 14(2):190–206.

Verhoeven, P, Zerfass, A & Tench, R. 2011. Strategic orientation of communication professionals in Europe. International Journal of Strategic Communication 5(2):95–117.

4.2.3 Additional study material

O’Hair, D, Friedrich, GW & Dixon, LD. 2005. Strategic communication in business and the professions. Boston: Houghton Mifflin: Chapter 1.

Verwey, S. 2003. Strategic communication: shifting mind sets, in Strategic organisational communication: paradigms and paradoxes, edited by S Verwey & F du Plooy-Cilliers. Sandown: Heinemann: 1–18.

4.3 Electronic reserves (e-reserves)

Most of the electronic versions of periodical articles and chapters in books listed above have been included as e-reserves. Please see myUnisa for more details.

4.4 Library services and resources information

For brief information, go to the 2018 Studies @ Unisa brochure available on the Unisa website

For detailed information, go to the Unisa website at http://www.unisa.ac.za/ and click on Library.

For research support and services of personal librarians, go to http://www.unisa.ac.za/Default.asp?Cmd=ViewContent&ContentID=7102.

The library has compiled a number of library guides:

  • finding recommended reading in the print collection and e-reserves – http://libguides.unisa.ac.za/request/undergrad
  • requesting material – http://libguides.unisa.ac.za/request/request
  • postgraduate information services – http://libguides.unisa.ac.za/request/postgrad
  • finding, obtaining and using library resources and tools to assist in doing research – http://libguides.unisa.ac.za/Research_Skills
  • how to contact the Library/finding us on social media/frequently asked questions – http://libguides.unisa.ac.za/ask

5 STUDENT SUPPORT SERVICES

Important information appears in Studies @ Unisa brochure.

Furthermore, Unisa has entered into partnerships with establishments (referred to as telecentres) in various locations across South Africa to enable you (as a Unisa student) free access to computers and the internet. This access enables you to conduct the following academic related activities: registration; online submission of assignments; engaging in e- tutoring activities and signature courses; etc. Please note that you will have to pay for any activities outside of these, for example printing, photocopying, etc. For more information on the telecentre nearest to you, please visit www.unisa.ac.za/telecentres.

7 PRACTICAL WORK AND WORK-INTEGRATED LEARNING

There are no practical or work-integrated learning components for this module.

Assignment 01

Unique assignment number: 898070

THE FIELDS OF COMMUNICATION IN THE ORGANISATION

Organisational communication is used and defined in a number of ways due to its inclusion of many different approaches, disciplines and practices of the terms ‘organisation’ and ‘communication’. To be able to understand and define what organisational communication involve:

Discuss the relationship between the following fields of organisational communication with reference to their origin, function, scope, means and goals:

  • Business communication
  • Management communication
  • Organisational communication
  • Corporate communication
  • Public relations
  • Marketing communication
  • Academic organisational communication
  • Professional organisational communication

Learning outcomes

  • identify the individual fields of academic and professional communication as these exist within the context of organisations
  • provide a detailed discussion on your understanding of the methods used in each of the fields
  • specify the relationships that exist between the individual fields of organisational communication and their associated disciplinary clusters

Recommended study material

Angelopulo, GC & Barker, R (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta.

Einwiller, S & Will, M. 2002. Towards an integrated approach to corporate branding – an empirical study. Corporate Communications: An International Journal 7(2):100–109.

Hallahan, K., Holtzhausen, D., Van Ruler, B., Verĉiĉ, D. & Sriramesh, K. 2007. Defining strategic communication. International journal of strategic communication, 1(1):3-35.

Kalla, HK. 2005. Integrated internal communications: a multidisciplinary perspective. Corporate Communications: An International Journal 10(4):302–314.

Kitchen, PJ & Schultz, DE. 2003. Integrated corporate and product brand communication (1).

Advances in Competitiveness Research 11(1):66–86.

Massie, L & Anderson, CL. 2003. Integrating communications: Is the ideal achievable?

Corporate Communications: An International Journal 8(4):223–228.

ASSIGNMENT 02

Unique assignment number: 789484

THE STRATEGIC ROLE OF COMMUNICATION IN THE ORGANISATION

Strategic communication management examines organisational communication from an integrated, multi-disciplinary perspective. According to this view, management, marketing, advertising and public relations form part of the various professional fields that engage in the development, dissemination and assessment of communication on behalf of an organisation. Often, people do not differentiate between the various forms of communication practiced by organisations. Therefore, all communication activities should be considered and practiced from a strategic perspective to build relationships with internal and external stakeholders and to advance an organisation’s mission.

Considering the above statement:

Define and discuss the concept of strategy, the levels of strategy formulation and how strategy is applied in extended contexts AND discuss in detail the relationship between strategy and communication with reference to; strategy communication, communication strategy and communication of strategy.

Learning outcomes

After completing this assignment you should be able to:

  • discuss the concept of strategy and its extensions
  • distinguish between the various levels of strategy
  • discuss the relationship between strategy and communication
  • differentiate between strategy communication, communication strategy and communication of strategy
  • explain how communication creates consistency between the five levels of strategy
  • explain the role of communication during strategic planning and implementation
  • take a position on whether or not communication plays a strategic role in organisations

Recommended study material

Angelopulo, GC & Barker, R (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta.

Dues, MT & Brown, M (eds). 2001. The practice of organizational communication. Boston: McGraw-Hill.

Verwey, S & du Plooy-Cilliers, F. 2003. Strategic organisational communication: paradigms and paradoxes. Sandown: Heinemann.

Chapters in books

Steyn, B & Puth, G. 2000. Corporate communication strategy. Sandown: Heinemann: Chapters 2 & 3.

Steyn, B. 2007. Contribution of public relations to organisational strategy formulation. in The future of excellence in public relations and communication management. Challenges for the next generation, edited by EL Toth. Mahwah, NJ: Lawrence Erlbaum. p. 137-172).

Articles

Argenti, PA, Howell, RA & Beck, KA. 2005. The strategic communication imperative. Sloan Management Review 46(3):83–89.

Likely, F. 2003. PR/Communication – key player in strategic management process. Strategic Communication Management 7(6):18–22.

Mahoney, J. 2011. Horizons in strategic communication: theorising a paradigm shift.

International Journal of Strategic Communication 5(3):143–153.

Moss, D & Warnaby, G. 1998. Communication strategy? Strategy communication? Integrating different perspectives. Journal of Marketing Communications 4:131–140.

Steyn, B. 2003. “From strategy to corporate communication strategy: a conceptualisation”.

Journal of communication management, 8(2):168-183.

ASSIGNMENT 03

Unique assignment number: 830379

COMMUNICATION AND MANAGEMENT APPROACHES IN THE ORGANISATION

CoscoInnovation is a South African aeronautical engineering company that specialises in the production of components of flight vehicles such as helicopters and sailplanes. Over the years, the company has grown from five employees to 30 employees and exports products to the European Union and North America. In recent months, the company’s headquarters have been going through a reengineering process that is, reinventing ways in which the CoscoInnovation produces aeronautical products. Given the reengineering process, the company is confronted with growing complaints and dissatisfaction from both subordinate employees and junior managers due to a lack of clear information and confusion about new production procedures.

As an internal communication consultant, you have been appointed to assist CoscoInnovation’s organisational management to improve on its internal communication challenges such as lack of clear information and confusion about newly employed production procedures. Thus identify and critically discuss any THREE predominant theories that best describe the nature of internal communication within the context of the organisation. That is, how patterns of internal communication such as channels, networks and flow of communication play out within the identified theoretical approach.

Learning outcomes

After completing this assignment you should be able to:

  • identify and discuss the managerial and communication approaches (predominant theories) of internal communication within the context of the organisation
  • identify the centrality and significance of internal communication in the organisation context

GUIDELINES FOR COMPLETING ASSIGNMENT 03

Your assignment is expected to be properly structured as indicated in section 8.1 of this tutorial letter. Therefore, your assignment should have the following structure: introduction, body (or main section) and a conclusion. It is also very important to adhere to the technical quality requirements as outlined in Tutorial Letter CMNHONE/301/2018.

  • Introduction

In the introductory section, you are expected to briefly outline the purpose and structure of your assignment. In simple terms, briefly explain to your reader what to expect in the following sections of the assignment.

  • Body

The body of your assignment is expected to be divided into logically numbered main sections and subsections, all with appropriate headings and sub-headings.

  • Conclusion

In this section, you are expected to give a summary of the entire assignment. In other words, briefly highlight the main discussion points of the assignment.

  • Technical presentation

Before you attempt the first assignment, it is important to study Tutorial Letter CMNHONE/301/2018 in order to familiarise yourself with the required technical presentation.

  • Cover page

On the cover page of the assignment, please provide the number of your assignment (03), the assignment’s unique number and the title of the assignment.

In order to complete this assignment successfully, please carefully read chapters 1, 3 and 4 of Angelopulo and Barker (2013) to familiarise yourself with the nature of communication in the context of the organisation.

Please ensure that you are aware of what constitutes plagiarism, and avoid making yourself guilty of it. Plagiarism can be detected very easily with the aid of online resources. Please remember to submit your assignment to the Turnitin website to check for plagiarism prior to submission. You are required to attach the Turnitin report to your assignment. As mentioned earlier, assignments submitted without a Turnitin report attached will be penalised with minus 20%. An assignment with 50% or more similarity will be returned unmarked and a mark of zero will be awarded.

Recommended study material

Angelopulo, GC & Barker, R (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta.

Dues, MT & Brown, M (eds). 2001. The practice of organizational communication. Boston: McGraw-Hill.

Steyn, B & Puth, G. 2000. Corporate communication strategy. Sandown: Heinemann. Verwey, S & du Plooy-Cilliers, F. 2003. Strategic organisational communication – paradigms and paradoxes. Sandown: Heinemann.

Chapters in books

Dues, MT. 2001. A contemporary understanding of communication, in The practice of organizational communication, edited by M Dues & M Brown. Boston: McGraw-Hill:3–21.

Dues, MT. 2001. Evolving concepts of organization: their influence on organizational communication, in The practice of organizational communication, edited by M Dues & M Brown. Boston: McGraw-Hill:23–53.

Du Plooy-Cilliers, F. 2003. Paradigms and paradoxes: shifting management thinking, in Strategic organisational communication – paradigms and paradoxes, edited by S Verwey & F du Plooy-Cilliers. Sandown: Heinemann:21–47.

Verwey, S, Du Plooy-Cilliers, F & Du Plessis, D. 2003. Communication by design: networking or not working, in Strategic organisational communication – paradigms and paradoxes, edited by S Verwey & F du Plooy-Cilliers. Sandown: Heinemann:155–183.

Articles

Elving, WJL. 2005. The role of communication in organisational change. Corporate Communications: An International Journal 10(2):129–138.

Peng, W & Littlejohn, D. 2001. Organisational communication and strategy – a primary enquiry. International Journal of Hospitality Management 13(7):360–363.

Additional study material Chapters in books

O’Hair, D, Friedrich, GW & Dixon, LD. 2005. Strategic communication in business and the professions. Boston: Houghton Mifflin: Chapter 1.

Verwey, S. 2003. Strategic communication: shifting mindsets, in Strategic organisational communication: paradigms and paradoxes, edited by S Verwey & F du Plooy-Cilliers. Sandown: Heinemann: 1–18.

ASSIGNMENT 04

Unique assignment number: 669523

INTEGRATED COMMUNICATION

Shimp (2010:6) claims that “a marketer who succeeds in the new environment will be the one who coordinates the communication mix so tightly that you can look from (advertising) medium to medium, from programme event to programme event and instantly see that the brand is speaking with one voice”. Shimp’s assertion endorses the view that communication integration enables an organisation to communicate clearly and consistently. In your capacity as the head of communication at the Midlands University, answer the following questions:

  • Explain the concept “communication integration”
  • Discuss the reasons that may have led to or have forced the university to move towards communication integration
  • Discuss, with the aid of examples, the drivers or strategies that you will employ to translate communication integration into reality in the university
  • Explain the alignment of messages to the management of the University.

Learning outcomes

After completing this assignment, you should be able to critically discuss

  • the alignment of messages from various sources
  • the drivers (strategies) of marketing integration
  • the methods of managing communication integration

Recommended study material

Angelopulo, GC & Barker, R (eds). 2013. Integrated organisational communication. 2nd edition. Lansdowne: Juta.

Balmer, JMT. 2001. Corporate identity, corporate branding and corporate marketing – seeing through the fog. European Journal of Marketing 35(3/4):248–291.

Balmer, JMT & Gray, ER. 1999. Corporate identity and corporate communications: creating a competitive advantage. Corporate Communications: An International Journal 4(4):171–177.

Christensen, LT, Firat, AF & Cornelissen, J. 2009. New tensions and challenges in integrated communications. Corporate Communications: An International Journal 14(2):207–219.

Christensen, LT, Firat, AF & Torp, S. 2008. The organisation of integrated communications: Toward flexible integration. European Journal of Marketing 42(3):423–452.

Clulow, V. 2005. Future dilemmas for marketers: can stakeholder analysis add value?

European Journal of Marketing 39(9/10):978–997.

Einwiller, S & Boenighk, M. 2012. Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises. Journal of Marketing Communications 18(5):335–361.

ler, S & Will, M. 2002. Towards an integrated approach to corporate branding – an empirical study. Corporate Communications: An International Journal 7(2):100–109.

Kalla, HK. 2005. Integrated internal communications: a multidisciplinary perspective.

Corporate Communications: An International Journal 10(4):302–314.

Kitchen, PJ & Schultz, DE. 2003. Integrated corporate and product brand communication.

Advances in Competitiveness Research 11(1):66–86.

Massie, L & Anderson, CL. 2003. Integrating communications: Is the ideal achievable? Corporate Communications: An International Journal 8(4):223–228.

Melewar, TC & Karaosmanoglu, E. 2006. Seven dimensions of corporate identity: a categorisation from the practitioner's perspectives. European Journal of Marketing 40(7/8):846–869.

Proctor, T & Kitchen, P. 2002. Communication in postmodern

Corporate Communications: An International Journal 7(3):144–154.

integrated marketing.

Shimp, TA. 2010. Advertising, promotion & other aspects; of communication. Manson: South-Western Cengage Learning.

integrated marketing

Simões, C, Dibb, S & Fisk, RP. 2005. Managing corporate identity: an internal perspective. Journal of the Academy of Marketing Science 33(2):153–168.

Smith, BG. 2012. Organic integration: the natural process underlying communication integration. Journal of Communication Management 16(1):4–19.

Smith, BG. 2013. The internal forces on communication integration: co-created meaning, interaction, and postmodernism in strategic integrated communication. International Journal of Strategic Communication 7:65–79.

Tindall, NTJ & Holtzhausen, D. 2012. Toward an integrated model of communication: the case of South Africa. Journal of Communication Management 16(4):371–387.

Torp, S. 2009. Integrated communications: from one look to normative consistency.

Corporate Communications: An International Journal 14(2):190–206.

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