COM3701/201/1/2018

Tutorial Letter 201/1/2018

Marketing communication

COM3701

Semester 1

Department of Communication Science

This tutorial letter contains important information

about your module.

BARCODE

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CONTENTS

PAGE

1 INTRODUCTION 3

2 GENERAL COMMENTS 3

3 FEEDBACK ON ASSIGNMENTS: SEMESTER 1 4

3.1 Assignment 01 4

3.2 Assignment 02 17

4 MEANING OF ACTION WORDS 25

5 CONCLUSION 28

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1 INTRODUCTION

Dear Student

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

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Mrs T Breet-Van Niekerk

Telphone: 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.

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: 690956

Due date: 14 March 2018

You had to answer all the questions in Assignment 01.

YOU HAD TO SUBMIT THIS ASSIGNMENT IN ORDER TO GAIN EXAMINATION

ADMISSION.

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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.

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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.

QUESTION 1

CuppaJoe is a ground coffee supplier and manufacturer that has a reputation for

ethically sourcing coffee from sustainable farms.

You are the marketing manager of CuppaJoe and you are expected to launch a

marketing campaign for a new range of ground coffees to the local market.

Refer to the above statement and answer the following questions:

1.1 In your own words, explain what marketing management is. (5)

1.2 Describe how you would develop a marketing plan for CuppaJoe’s new

ground coffee range. (15)

Technical presentation (5)

TOTAL [25]

Feedback

1.1. Marketing management is …

Mark allocation:

Divide (5) marks for defining marketing management in terms of the following

characteristics:

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Marketing management: Angelopulo and Barker (2013:160-161)

“Marketing management consists of a continuous process that involves

planning, organising, leading, and controlling marketing activities. These

activities include identifying opportunities and threats in the marketing

environment; compiling marketing data; selecting a specific target market;

selecting the strategy of the marketing mix; compiling a detailed marketing

plan; dealing with marketing personnel; and controlling the marketing

process” – (Du Plessis, 2013:160 in Angelopulo & Barker 2013)

Strategic marketing plan; development and implementation of marketing

strategies to achieve specific marketing objectives. Over longer time (3-5

years), includes Org’s mission, strategic direction, goals, growth strategies

Marketing plan generally accomplishes the following:

- Explain current/future situation

- State Anticipated outcomes

- Specify action to take & who responsible

- Identify resources needed

- Allows action to be monitored & evaluated

1.2. Development of marketing plan

Marketing plan:

Steps in a marketing plan can be found in Angelopulo and Barker (2013:161-164)

Mark allocation:

There are 5 steps in the marketing plan, thus divide 3 marks per step (5x3)

Name and discussion of each step (2marks) & application to scenario (1mark)

Authors can differ on these step thus use the following only as guidelines

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Step 1:

Situation analysis

The marketing manager; provides description of where organization stands in

relation to total marketing mix, considers target market, analysis of competition,

analysis of internal and external environments, SWOT analysis.

Step 2:

Marketing opportunities

Marketing manager considers marketing opportunities; current markets, buyers,

growth markets, product service development and innovation.

Step 3:

Marketing objectives

Marketing manager; considers factual data obtained via situation analysis,

interprets meaning, goals are set according to organisation’s needs. Goals need

to be attainable, measurable, continuous, and achievable within period and

responsibilities shared. Generate assumptions, projections about future

conditions/trends within various landscapes (environ, political, social-econ).

Financial objectives.

Step 4:

Strategies and action plans

Specific strategies are designed and implemented according to goals and should

be in line with mission, vision, culture of organization. Strategy; guideline for

coordinating resources, responsibilities outlined, schedules, budget, planning

exercises, include product, price, advertising, media, marketing communication

strategy. Need for integration of online, social, mobile.

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Step 5:

Financial control and budget

Marketing strategy devised according to planned budget. Marketing manager

decide how to monitor and control finances during each step.

“Procedures to control and review the marketing plan and its budget must be

developed and in place even before the marketing strategy can be implemented.”

QUESTION 2

Read the following scenario and answer the questions:

Muddy Feet is an adventure sport company and has recently added skydiving to

the list of offered activities. Muddy Feet seeks to plan and implement an

integrated communication campaign to promote this new activity.

2.1 Define the term “communication campaign”’ by referring to the five primary

elements of a communication campaign. (5)

2.2 Identify and discuss five (5) key elements of phase 1 (the assessment

phase) that Muddy Feet needs to address within their communication

campaign. (10)

2.3 You have been asked to advise Muddy Feet on the media selection for

their campaign. Discuss which type(s) of media you think will be most

effective in terms of reach, frequency and impact. Give examples. (5)

Technical presentation (5)

TOTAL [25]

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Feedback

2.1 You can read a definition of communication campaign on (Angelopulo &

Barker 2013:449-450).

Mark allocation:

Five (5) primary element should be mentioned somehow. (5)

“A communication campaign is a purposive undertaking that is intended to

achieve specific outcomes amongst a defined audience, during and specified time

period, using an organized set of communication processes” – Angelopulo

(2013:449) in Angelopulo and Barker (2013)

The five (5) primary elements:

Purposive; planned, structured

Achieve specific outcome; specific results are intended

Aimed at defined audience; audience characteristics specified

Occurs during given time period; range week – years, different from

communication programmes (continuous) & communication event (single

element of communication processes)

Involves organised set of communication processes; elements of marketing

mix + activities required in managing them.

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2.2 The interactive model of communication campaigns

Phase 1: the assessment phase

Mark allocation:

Identify and describe each step (1mark)

Application to scenario (1 mark) (5x2=10)

1. Identify the communication problem or opportunity

Problem/opportunity stated, topic of communication campaign is conceived and

specified, what should be achieved, reason.

2. Identify the communicator

“The entity on whose behalf the campaign is implemented is the communicator…”

The communicator may be an individual, institution, organisation, NGO.

Identification is important and should be specified – of example can be division

within an organisation and not whole organisation. Thus campaign is specific to

that identified group/person/division.

3. Identify the communication planner

“The communication planner is the individual, group, organisation that is

responsible for planning the communication campaign and controlling its

implementation and evaluation”.

4. Identify the target audience

Group with whom communicator wishes to interact and communicate through the

campaign. Is the group with which communication planner must align objectives,

content and which will determine success of campaign.

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5. The situation analysis

“The situation analysis is the evaluation of the situation in which the

communication campaign is to take place, and the situation of the campaign’s

product, service or idea.

A situation analysis is divided into the following:

Historical review and forecast; history of product, service, idea,

communication

Central idea of the communication campaign; full description of product,

service, idea of campaign given

Social, political and economic environment; info on all these factors should

be communicated

Competitors; details of competitors given such as demographics and

psychographics

Organisation; situation analysis of the organisation that initiates the

campaign

Relationship infrastructure; review of infrastructure that supports the

relationship between audience and communicator must be made

Critical information; info such as timing, budget, constraints, obligations,

conditions, integration

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2.3 Media selection

Mark allocation:

Students should choose a type(s) of media (such as Television, radio, social

media etc.) and explain why this media will be successful in terms of reach,

frequency and impact. Students may discuss/choose any media as long as it

is justified.

Students should focus on the practical application of the question. (5)

You should discuss the media in terms of:

Reach; total, unduplicated number of people exposed to the message.

Greater the reach of particular media the higher the exposure to the

audience.

Frequency; number of times that the average member of the audience is

exposed to the message. Impact; “strength” of the medium’s ability to

convey a message (strength of effect).

TECHNICAL PRESENTATION

The remainder of the marks for this assignment were awarded for the technical

presentation or quality of your written work. (10)

Although all the requirements of the technical presentation are clearly discussed

in Tutorial Letter CMNALLE/301, the specific requirements include the following:

Introduction and conclusion or summary (1 mark each)

As a general guideline, you should begin with a short introductory paragraph to

set out the problem and relate it to the study material.

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You should also round off the assignment with a concluding paragraph (or

summary), indicating how you solved the problem, or summarising the main

arguments.

You may do this for every question, or generally for the assignment as a whole.

Table of contents (2 marks)

You were required to structure your table of contents as follows:

TABLE OF CONTENTS

CONTENTS PAGE

1 INTRODUCTION 1

2 THEORETICAL POINTS OF DEPARTURE 2

3 INFLUENCE OF TELEVISION 5

4 FUNCTIONALISM IN FILM RESEARCH 7

4.1 Basic assumptions 8

4.2 Critical evaluation 9

4.2.1 From the perspective of the film-maker 9

4.2.2 From the perspective of the audience 10

5 QUANTITATIVE CONTENT ANALYSIS 11

5.1 Advantages 12

5.2 Disadvantages 13

6 CONCLUSION 14

SOURCES CONSULTED 15

ADDENDUM A: SELF-ASSESSMENT AND SELF-REFLECTION 16

Please note:

The headings and sub-headings used in the table of contents must correspond

with the headings used in the assignment, as should the page numbers.

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Declaration of own work submitted (1 mark)

This declaration must be placed at the front of the assignment. The wording is

given below. You are allowed to paraphrase this.

I, the undersigned, hereby declare that this is my own and personal work, except

where the work(s) or publications of others have been acknowledged by means of

reference techniques.

I have read through and understand Tutorial Letter CMNALLE/301 regarding

technical and presentation requirements, referencing techniques and plagiarism.

Student’s signature

Student’s name

Student number

Date

A witness’s signature

Sources consulted (5 marks for a list of sources and in-text referencing)

We are trying to teach you the importance of making reference to each and every

source you consult. We are very strict about this point.

If you did not reference, in the list of sources consulted as well as in the text, you

received a mark of zero (0) for your technical presentation, as this constitutes

plagiarism.

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Examples of our adaptation of the Harvard method are as follows:

For example, in the list of sources consulted:

Allen, M, Titsworth, S & Hunt, SK. 2009. Quantitative research in communication.

Thousand Oaks, Calif: Sage.

Huang, CJ. 2005. Exploring types of organization-public relationships and their

implication for relationship management in public relations. Journal of Public

Relations Research, 17(4):393–425.

Stewart, TD. 2002. Principles of research in communication. Boston, MA: Allyn

and Bacon.

For example, in the text:

Internal organisational communication has been credited with being “the lifeblood

of an organisation” (Dolphin 2005:173), as it is a major gauging ...

Or

According to Van der Walt (2006:359), the context in which the research

phenomenon exists ...

(Maximum of 10 marks

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3.2 Assignment 02

Unique assignment number: 868097

Due date: 19 April 2018

This assignment consisted of 25 multiple-choice questions. Each question

counted two (2) marks. The correct options are in bold and italic.

THE MARK YOU RECEIVED FOR THIS ASSIGNMENT CONTRIBUTED 10%

TOWARDS YOUR FINAL MODULE MARK.

Q1 Which of the following is an element of an organisational environment?

(1) Training programmes

(2) Service sales

(3) Creative selling

(4) Supportive communications

Option 1

Q2 Which of the following statements best describes integrated marketing

communication (IMC) in the 21st century?

IMC … .

(1) needs organisations to have a more strategic integration of

communication tools

(2) is sales promotion, product publicity, events, sponsorship and direct

marketing

(3) is seen as a relationship-building domain with personalised and

integrated customised organisational messages

(4) is characterised by a humanistic perspective in a market where

strategies and tactics are need

Option 3

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Q3 As a way of increasing its competitive advantage, Cool-breeze, an

industrial air conditioning organisation, has decided to allow experts in air

conditioning industry to provide views and comments about its products.

Cool-breeze hopes these views and comments will help improve the

functionality and quality of its products.

Which is the best social media marketing communication tool that Cool-

breeze can use to get viewpoints and professional reflections on its

products from industry experts?

(1) Product blogs

(2) Blog pressrooms

(3) Review blogs

(4) Podcasts

Option 3

Q4 The interactive model of communication campaigns has four phases. In

their chronological order the phases are … .

(1) create, implement, assess and evaluate

(2) evaluate, assess, create and implement

(3) assess, create, implement and evaluate

(4) implement, create, assess and evaluate

Option 3

Q5 The South African Nation Blood Service (SANBS) is carrying out an

integrated communication campaign with a slogan “Do not let life get into

the way of life”. The campaign seeks to encourage people to donate blood.

In the SANBS’s integrated communication campaign, a(n) ……….

message approach was used.

(1) emotional

(2) creative

(3) functional

(4) rational

Option 1

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Q6 Doggity Dogfood uses a push mechanism to market its products online.

Which of the following tools is NOT used by Doggity Dogfood?

(1) Banners

(2) Online coupons

(3) Screensavers

(4) Webcasts

Option 2

Q7 While walking in a shopping centre, you receive an e-mail message

informing you that the Spur is offering a special discount on breakfast for

the next two weeks. This is an example of ………. Marketing.

(a) Direct

(b) Mobile

(c) Contextual

(d) Personalised

(1) a c d

(2) a b c

(3) a b d

(4) b c d

Option 4

Q8 Integrated marketing communication (IMC) advocates that marketers

make a paradigm shift from promotion to target markets to communicating

with target markets. Which of the following statements does NOT describe

the paradigm shift advocated by an IMC approach?

Marketers must shift from … .

(1) advertising being a unidirectional set of activities to the advertising

with a directional set of activities

(2) a one-way flow of communication to a two-way flow of communication

(3) the concept of integrated advertising and sales promotion

activities towards a decentralised communication approach

(4) marketing that discourages relationship to marketing that creates

and enhances relationship

Option 3

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Q9 Sincerity as a principle of successful cause-related marketing means that

the organisastion must … .

(1) adhere to the highest ethical standards in all its CRM activities and

relationship

(2) ensure that all parties’ objectives are met

(3) ensure that both sides share the risks and rewards

(4) provide strength and depth to the relationship with a non-profit

organisation or cause

Option 4

Q10 Which option below is a disadvantage of online marketing?

(1) Target marketing

(2) Speed

(3) Exposure

(4) Measurement problems

Option 4

Q11 ………. is stage 3 in the IMC development process.

(1) Tactical co-ordination of marketing communication

(2) Financial and strategic integration

(3) Redefining the scope of marketing communication

(4) Application of IT

Option 4

Q12 Which of the following is NOT included in the promotional mix?

(1) Personal selling

(2) Internet

(3) Profits

(4) Advertising

Option 3

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Q13 Scribble Stationery exclusively markets pens and pencils online. In their

online marketing efforts, they pay particular attention to … .

(a) sales figures

(b) personal interaction

(c) interactivity

(d) promotion

(1) b c

(2) a c d

(3) b d

(4) b c d

Option 1

Q14 Paris Grand, a fashion house known for its elegant and exclusive lines

of clothing, mainly uses its website for marketing and is in the process of

designing a new line of men’s suits. Paris Grand wants to use its website

to compile a customer profile of its target audience for its new line.

Which ONE of the following online applications can Paris Grand use to

build an accurate profile of their targeted potential customers?

(1) E-commerce

(2) E-mail marketing

(3) SMS marketing

(4) Online market research

Option 4

Q15 Quench has just launched a soft drink targeted at teenagers. As part of

its integrated marketing communication (IMC) strategy, Quench includes

its web address in all its advertisements. Quench’s strategy is to persuade

potential customers to visit its website for more information by including the

web address in advertisements. In the above scenario Quench uses a(n)

………. mechanism to attract potential customers to the brand’s website.

(1) inside-out

(2) push

(3) online

(4) pull

Option 4

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Q16 Which ONE of the following campaign phases would be appropriate for

gathering background information relevant to the campaign?

(1) Assess

(2) Create

(3) Implement

(4) Evaluate

Option 1

Q17 In the traditional marketing mix the ………. forms the basis of any

business enterprise and strategy.

(1) price

(2) customer

(3) budget

(4) product

Option 4

Q18 Which ONE of the following tools is not part of the promotional mix?

(1) Direct marketing

(2) Sales promotion

(3) Relationship marketing

(4) Advertising

Option 3

Q19 Which ONE of the following can obstruct the use of integrated marketing

communication (IMC)?

(1) Customer focus

(2) Centralisation

(3) Communication synergy

(4) Co-ordinated brand development

Option 2

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Q20 Cyber G4 is a cell phone manufacturer that focuses on offering well-

designed and cost-effective cell phones. Most of its resources are channelled towards improving production and the needs of its customers are not considered in the design of their cell phones. The management of Cyber G4 believes that marketing is not necessary to convince people to buy their cell phones. The above scenario refers to the ………. marketing perspective. (1) production-oriented

(2) sales-oriented

(3) cause-related

(4) relationship

Option 1

Q21 Which ONE of the following statements listed below is and INCORRECT

explanation of why some theorists have expanded and/or adapted the

traditional marketing mix (4Ps). The traditional marketing mix … .

(1) is considered not applicable to the service industry

(2) is viewed as inadequate in ensuring full customer satisfaction

(3) does not constitute a client-oriented marketing perspective

(4) fails to incorporate the needs of customers

Option 4

Q22 Afro Straight has a new hair product which they plan to introduce into the

South African market. Marketing management of Afro Straight has been

asked to develop a comprehensive marketing plan for the new hair

product. The marketing team is busy collecting data about Afro Straight’s

target audience, and evaluating Afro Straight and its competitors’ pricing

policies and pricing trends. They are evaluating Afro Straight’s current

position in the hair product industry and collecting data on customer

profiles. Afro Straight’s marketing team is therefore at the ………. step of

the marketing plan.

(1) marketing objectives

(2) situational analysis

(3) financial control and budgets

(4) marketing opportunities

Option 2

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Q23 The sales manager for Cemi Cleaning Products uses creative selling to

advise her customers on the advantages of using Cemi Cleaning Products.

The sales manager provides them with technical information and uses

demonstrations and visual aids to communicate complex information about

the products. Which element of the marketing communication mix is this

sales manager utilising to sell these products?

(1) Advertising

(2) Direct marketing

(3) Personal selling

(4) Word-of-mouth advertising

Option 3

Q24 Which of the following are direct marketing drivers?

(a) Market changes such as working women who are seeking time-

saving purchasing methods.

(b) More effective traditional promotional tools such as advertising.

(c) More individualised customer information.

(d) Increased use of marketing databases.

(1) a b c

(2) a c d

(3) a c

(4) all of the above

Option 2

Q25 Bestbrew Beer decided to provide Bafana Bafana with soccer gear for

the 2010 Fifa World Cup. They had their logo printed on the soccer outfits

and provided beer at all the World Cup Stadiums. As a result they received

television coverage. Which ONE of the marketing communication mix

elements below did Bestbrew Beer use to promote their product?

(1) Television advertising

(2) Publicity

(3) Sponsorship

(4) Direct marketing

Option 3

TOTAL: 25 To be converted to 100

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A maximum of 10% of the marks allocated for this assignment will count

towards your final mark.

4 MEANING OF ACTION WORDS

The following is an alphabetical list of action words (verbs) usually found in

assignments and portfolio examination questions, as well as definitions explaining

what is expected in each case.

Analyse

Divide the concept into units or elements and discuss each unit or element in full.

Compare

Identify the similarities and/or differences between facts, or examine the

similarities and/or differences between ideas, facts, viewpoints and so forth.

Contrast

Point out the differences between the characteristics of certain indicated concepts.

Criticise

Point out good and bad characteristics, and give your own opinion after taking all

the facts, arguments and/or assumptions into account.

Define or give the definition

Give a short and concise description of the subject or concept.

Describe

Give a detailed account of the characteristics of a topic. This should be done in a

logical and well-structured manner.

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Discuss

Elaborate on a topic by examining its various aspects. A critical approach should

be followed.

Distinguish

Note the differences that distinguish two topics from one another.

Evaluate

Give an informed opinion on a topic, as measured against certain standards.

Examine

Investigate and critically discuss a topic in terms of definite criteria and/or

guidelines.

Explain

Justify and clarify to ensure that the reader clearly understands your arguments.

Make use of illustrations, descriptions or simple but logical explanations.

Give

State only the facts without any discussion.

Give an outline

Present the data in a brief, logical and systematic manner.

Identify

List the most important characteristics of a topic.

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Illustrate

Give examples or draw a diagram to elucidate a particular topic or subject.

Interpret

Explain or give the meaning of something in terms of a more common concept.

Your explanation should be as practical as possible.

List

Give a list of names, facts, items, and so on, in a specific order or according to a

specific category.

Name

Give the names, characteristics, items or facts.

Offer comments

Give a more personal opinion on the matter.

Point out

Present a premise logically by means of thorough reasoning.

Summarise

Give the key aspects of a topic.

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5 CONCLUSION

We hope you found this tutorial letter helpful.

If you have any questions about your assignments, please contact us as soon as

possible.

Please check myUnisa on a regular basis for relevant information and video

tutorials.

The COM3701 Team

Unisa