GED0031: Purposive Communication

SUMMATIVE ASSESSMENT 1: Case Analysis

Name: Franz Millan P. De Vera
Section & Degree Program: TN21- BSCSSE

I. Conduct online research about a multinational company in your field (e.g. Accounting, Business,
Information Technology, Game Development, Multimedia, and Engineering). Provide a brief description
and background of the company. Based on the available information provided on its company website,
answer the following questions: What are the functions of communication in this multicultural context?
What strategic communication practices are done to achieve effective communication? How are cultural
and intercultural awareness and sensitivity promoted?
Ubisoft is a multinational game development company with a total of 19,000 employees in offices and
studios around the world. The company began with a family, Yves Guillemot and his four brothers,
whose parents had an agricultural trading business in the Brittany region of France, developed an
interest in technology, it became clear to the brothers that nascent software industry could became a
very different kind of family business. The Guillemot brother founded Ubisoft in 1986. Its Headquarters
is in Montreuil, France. The band of brothers became a worldwide network of people who grow and
learn together.

Inside Ubisoft company, the motivation function of communication is used as the Ubisoft company
encourages and motivates its employees to continue to learn and try new things in their company.
Ubisoft company set their minds open to innovation. Ubisoft company has many teams and those
teams have used the social interaction function of communication to coordinate with each other and
this gives these teams opportunities to continue develop their skills and acquire new ones through
communicating with each other. The strategic communication practice that can be seen in Ubisoft
company is their shared goals and belief in making games. The company values its technology and
talented people in the company. The company values the skills of its people whether what culture it
has. Ubisoft Company are enthusiasts who are eager to share, collaborate and innovate in order to
make a positive impact on the future of gaming. The team members of Ubisoft company come from all
over the world, having different backgrounds still their common thinking is to be passionate on solving
exciting challenges their company face. The diversity is the strength of team in Ubisoft Company as it
fuels the creativity and imagination. The collaborative spirit is the key to their successful works in this
industry. It is easy to notice the cultural and intercultural awareness of Ubisoft company by its
collaborative works of their team in different countries. Ubisoft’s teams have fought together and won to

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 preserve the independence of the company and this drives the company forward to greater lengths.
II. Discuss an ethical issue in communication currently encountered in your field. Cite a specific example
of the unethical practice of a company based on online news articles. Provide recommendations on how
ethical practices can be observed and communication principles can be applied.
A gaming company, CD Projekt Red, got attacked by hackers exposing their security and stealing the
source code for the company’s valuable video games: The Witcher 3 and Cyberpunk 2077. The
company got hit with a ransomware attack, which steals something and offering it up for ransom. The
hackers wanted money from the company or else the source code will be leaked. A source code is like
the overall structure of a software. In Layman’s term, it is the backbone of the software. The reportedly
stolen source code was auctioned. CD Projekt Red is now using copyright in order to take down the
stolen source code that will circulate online.

Data breaching is an ethical issue in the Information Technology field since those data contains private
information that the user entrusts the company that withholds their information. Once the data is
compromised, the trust towards the company is also compromised. In order for the public apology to be
effective, the company must apply the 7 C’s of Communication to make a stand that will reassure their
consumers to continue using their services offered since the 7 C’s of communication is part of the
fundamentals of an effective speech.

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III. Following the APA Format, list down all the reference materials used in answering Parts I and II.
Part I Reference

UBISOFT ABOUT US. (2020). Ubisoft. https://www.ubisoft.com/en-us/company/about-us

Part II Reference

Verma, A. (2021, February 14). Cyberpunk 2077 and The Witcher 3 stolen source code

reportedly auctioned on the dark web. India Today.

https://www.indiatoday.in/technology/news/story/cyberpunk-2077-and-the-witcher-3-

stolen-source-code-reportedly-being-on-the-dark-web-1769151-2021-02-14