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MODULE NAME: MODULE CODE:

CORPORATE COMMUNICATION 1A CCOM5111
CORPORATE COMMUNICATION 1A CCOM5121

ASSESSMENT TYPE: TAKE-HOME ASSESSMENT

TOTAL MARK ALLOCATION: 60 MARKS
TOTAL TIME: This assessment should take you 1 Hour to complete, however
you have 21 Hours (midnight to 9PM on the same day) to
submit. This additional time has been allocated to allow for the
download, completion and upload of your submission.
By submitting this assessment, you acknowledge that you have read and understood all the rules
as per the terms in the registration contract, in particular the assignment and assessment rules in
The IIE Assessment Strategy and Policy (IIE009), the intellectual integrity and plagiarism rules in
the Intellectual Integrity Policy (IIE023), as well as any rules and regulations published in the
student portal.

INSTRUCTIONS:
1. Please adhere to all instructions. These instructions are different from what is normally
present, so take time to go through these carefully.
2. Independent work is required. Students are not allowed to work together on this
assessment. Any contraventions of this will be handled as per disciplinary procedures in The
IIE policy.
3. No material may be copied from original sources, even if referenced correctly, unless it is
a direct quote indicated with quotation marks.
4. All work must be adequately and correctly referenced.
5. You should paraphrase (use your own words) the concepts that you are referencing, rather
than quoting directly.
6. Marks will be awarded for the quality of your paraphrasing.
7. This is an open-book assessment.
8. Assessments must be typed unless otherwise specified.
9. Ensure that you save a copy of your responses.
9.1 Complete your responses in a Word document.
9.2 The document name must be your name.student number.Module Code.
9.3 Once you have completed the assessment, upload your document under the
submission link in the correct module in Learn.
Additional instructions:
• Answer All Questions.

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Referencing Rubric

Providing evidence based on valid and referenced academic sources Markers are required to provide feedback to students by indicating
is a fundamental educational principle and the cornerstone of high- (circling/underlining) the information that best describes the
quality academic work. Hence, The IIE considers it essential to student’s work.
develop the referencing skills of our students in our commitment to
achieve high academic standards. Part of achieving these high Minor technical referencing errors: 5% deduction from the
standards is referencing in a way that is consistent, technically overall percentage – the student’s work contains five or more
correct and congruent. This is not plagiarism, which is handled errors listed in the minor errors column in the table below.
differently.
Major technical referencing errors: 10% deduction from the
Poor quality formatting in your referencing will result in a penalty of overall percentage – the student’s work contains five or more
a maximum of ten percent being deducted from the percentage errors listed in the major errors column in the table below.
awarded, according to the following guidelines. Please note,
however, that evidence of plagiarism in the form of copied or If both minor and major errors are indicated, then 10% only (and
uncited work (not referenced), absent reference lists, or not 5% or 15%) is deducted from the overall percentage. The
exceptionally poor referencing, may result in action being taken in examples provided below are not exhaustive but are provided to
accordance with The IIE’s Intellectual Integrity Policy (0023). illustrate the error

Required: Minor errors in technical correctness of Major errors in technical correctness of referencing
Technically correct referencing referencing style style
style Deduct 5% from percentage awarded Deduct 10% from percentage awarded
Consistency Minor inconsistencies. Major inconsistencies.
• The referencing style is generally • Poor and inconsistent referencing style used in-
• The same referencing format consistent, but there are one or two text and/or in the bibliography/ reference list.
has been used for all in-text changes in the format of in-text • Multiple formats for the same type of referencing
references and in the referencing and/or in the bibliography. have been used.
bibliography/reference list. • For example, page numbers for direct • For example, the format for direct quotes (in-text)
quotes (in-text) have been provided for and/or book chapters (bibliography/ reference
one source, but not in another instance. list) is different across multiple instances.
Two book chapters (bibliography) have
been referenced in the bibliography in
two different formats.
Technical correctness Generally, technically correct with some Technically incorrect.
minor errors. • The referencing format is incorrect.
• Referencing format is • The correct referencing format has been • Concepts and ideas are typically referenced, but a
technically correct throughout consistently used, but there are one or reference is missing from small sections of the
the submission. two errors. work.
• Concepts and ideas are typically • Position of the references: references are only
• Position of the reference: a referenced, but a reference is missing given at the beginning or end of large sections of
reference is directly associated from one small section of the work. work.
with every concept or idea. • Position of the references: references • For example, incorrect author information is
are only given at the beginning or end of provided, no year of publication is provided,
• For example, quotation marks, every paragraph. quotation marks and/or page numbers for direct
page numbers, years, etc. are • For example, the student has incorrectly quotes missing, page numbers are provided for
applied correctly, sources in presented direct quotes (in-text) and/or paraphrased material, the incorrect punctuation is
the bibliography/reference list book chapters (bibliography/reference used (in-text); the bibliography/reference list is
are correctly presented. list). not in alphabetical order, the incorrect format for
a book chapter/journal article is used, information
is missing e.g. no place of publication had been
provided (bibliography); repeated sources on the
reference list.
Congruence between in-text Generally, congruence between the in-text A lack of congruence between the in-text referencing
referencing and bibliography/ referencing and the bibliography/ and the bibliography.
reference list reference list with one or two errors. • No relationship/several incongruencies between
• There is largely a match between the the in-text referencing and the
• All sources are accurately sources presented in-text and the bibliography/reference list.
reflected and are all accurately bibliography. • For example, sources are included in-text, but not
included in the bibliography/ • For example, a source appears in the in the bibliography and vice versa, a link, rather
reference list. text, but not in the bibliography/ than the actual reference is provided in the
reference list or vice versa. bibliography.
In summary: the recording of In summary, at least 80% of the sources In summary, at least 60% of the sources are
references is accurate and are correctly reflected and included in a incorrectly reflected and/or not included in
complete. reference list. reference list.

Overall Feedback about the consistency, technical correctness and congruence between in-text referencing and bibliography:
........................................................................................................................................................................................................................................................................................

........................................................................................................................................................................................................................................................................................ .

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Question 1 (Marks: 10)

From the job vacancy description below, identify any five Public relations functions and provide
an example from the extract that supports your answer.
(You need to identify five different functions and the examples provided need to correspond with
PR function named)
PR, Partnerships & Influencer Manager: International Brand
We have an exciting job opportunity for a mid-senior PR, Partnerships and Influencer Manager
to work on a leading innovative, designer hearing protection device brand whose head office is
in Antwerp.

Responsibilities:
The role requires you to spearhead all relationship-based growth marketing channels and identify
relevant influencers and brand partners. You will be responsible for compiling a strategy and
managing a large PR/Marketing Budget. In this hands-on role, great writing skills are a must as
you will be responsible for drafting press releases, articles and pitches to relevant media. You will
also be responsible for earned media. We’re looking for a creative, out of the box, strategic
thinking individual.

Requirements:
The successful candidate must have/be: 5+ years of experience in relevant channels using
influencers and partnerships to drive sales.
Familiarity with performance tracking, measurement, attribution.
Able to read/interpret data and report on ROI.

We are looking for someone who is able to self-manage, excellent negotiating skills, highly
analytical, structured thinker who is able to glean clear, salient ideas from complex information
and very clearly communicate them to a diverse set of stakeholders in a way they will understand.
Detail-oriented and organised thinker. Someone who is excited by helping develop structure
around something new. A highly organised “doer” with an exceptional ability to multitask, who
will take initiative and execute ‘No task too small’ mentality, willing to roll up sleeves and get
things done General awesomeness and a sense of humour.

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Question 2 (Marks: 10)

The Public Relations Practitioner needs to use various tools and techniques to operate effectively
in their role. Identify each of the following tools and/or techniques of Public Relations:

Q.2.1 “SAB confirmed that they are behind the campaign which uses social media
influencers to make videos and calls for the government to lift the alcohol ban.
SAB empowers their partners by providing them with information to express
their views factually”
(2)

Source: Sowetan Live. Available at: https://www.sowetanlive.co.za/news/south-

africa/2021-01-11-sab-stands-behind-its-booze-campaign/.[Accessed 19 February
2021].

Q.2.2 Capitec – Simplicity is the Ultimate Sophistication

(2)

Source: Marklives.com website. Available at:

http://www.marklives.com/2012/04/capitecs-marketing-team-on-the-capitec-
way/. [Accessed 19 February 2021].

Q.2.3 Comrades Marathon 2019 (Bonitas)

(2)

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Source: East Coast Radio website. Available at:

https://www.ecr.co.za/news/news/photos-2019-comrades-was-one-smiles-
records-and-triumph/. [Accessed 19 February 2021].

Q.2.4 “South African retail pharmacy Clicks released an ad on its website that the
company said was intended to celebrate different hair types. However, the ad
depicted black women as having ‘dry and damaged’ hair while white women
were labelled as having ‘normal’ hair. The backlash from communities was harsh
and even though Clicks sent out an immediate apology, the damage had already
(2)
been done”

Source: Media update website. Available at:

https://mediaupdate.co.za/social/149376/three-social-media-crisis-examples-to-
learn-from-in-2020. [Accessed 19 February 2021].

Q.2.5 Aspen exhibition stand

(2)

Source: 1UpDesign Facebook page. Available at:

https://www.facebook.com/1UpDesignSA/photos/2481535402104158. [Accessed
19 February 2021].

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Question 3 (Marks: 40)

Read the extract below and answer the questions that follow:

Olympic Games – Tokyo 2020

The 2020 Summer Olympics, officially the Games of the XXXII Olympiad and also known as Tokyo
2020 is an upcoming international multi-sport event scheduled to be held from 23 July to
8 August 2021 in Tokyo, Japan. Originally due to take place from 24 July to 9 August 2020, the
event was postponed in March 2020 as a result of the COVID-19 pandemic. Despite being
rescheduled for 2021, the Games have retained the "Tokyo 2020" name for continuity and
marketing/ branding purposes. This is the first time that the Olympic Games have been
postponed and rescheduled, rather than cancelled.

On 24 March 2020, the IOC (International Olympic Committee) and TOCOG (Tokyo Organising
Committee of the Olympic and Paralympic Games) announced that the 2020 Summer Olympics
and Paralympics would be rescheduled to a date "beyond 2020 but not later than summer 2021".
They stated that the Games could "stand as a beacon of hope to the world during these troubled
times", and that the Olympic flame could become "the light at the end of the tunnel in which the
world finds itself at present". Prime Minister Abe stated that IOC president Thomas
Bach responded "with 100% agreement" to his proposal to delay the Games. Although several
Olympics have been outright cancelled by world wars, including the 1940 Summer
Olympics (which were originally awarded to Tokyo, moved to Helsinki after the onset of
the Second Sino-Japanese War and ultimately called off amid the wider onset of World War II),
this marks the first Olympics to be postponed to a later date instead.

Tokyo was selected as the host city during the 125th IOC Session in Buenos Aires, Argentina, on
7 September 2013. The 2020 Games will mark the second time that Japan—and specifically
Tokyo—has hosted the Summer Olympic Games, the first being in 1964, making it the first city in
Asia to host the Summer Olympics twice. Overall, these will be the fourth Olympic Games to be
held in Japan, which also hosted the Winter Olympics in 1972 (Sapporo) and 1998 (Nagano).

In January 2020, concerns were raised about the potential impact of the COVID-19 outbreak on
athletes and visitors to the Olympic Games. Tokyo organisers insisted they were monitoring the
spread of the disease to minimise its effects on preparations for the Olympics. Unlike the case

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for Zika virus during the 2016 Summer Olympics in Rio de Janeiro, SARS-CoV-2 can be
transmitted directly between humans, posing tougher challenges for the organisers to
counteract the infectious disease and host a safe and secure event. Also unlike the case for H1N1
"swine flu" during the 2010 Winter Olympics in Vancouver, COVID-19 has a higher fatality rate,
and there was no effective vaccine prior to December 2020.

Concerns about the pandemic began to affect qualifying events in early 2020. Some that were
due to take place in February were moved to alternative locations to address concerns about
travelling to the worst-affected areas, particularly China. For example, the women's basketball
qualification was played in Belgrade, Serbia, instead of Foshan, China. Qualifying events that
were due to take place in March or April 2020 began to be postponed until later in 2020 as part
of a wider suspension of international sporting competitions in response to the pandemic. A
multitude of Olympic sports were affected, including archery, baseball, cycling, handball, judo,
rowing, sailing, volleyball, and water polo.

According to an estimate conducted by professor emeritus Katsuhiro Miyamoto of Kansai

University and reported by the NHK, the cost of delaying the 2020 Olympics by one year will be
640.8 billion yen (US$5.8 billion), taking maintenance expenditures for the unused facilities into
account.

Adapted from source: Olympic Games Tokyo 2020 website. Available at:
https://www.olympic.org/tokyo-2020. Accessed 19 February 2021].
And
Adapted from source: Wikipedia. Available at:
https://en.wikipedia.org/wiki/2020_Summer_Olympics.[Accessed 19 February 2021].

Q.3.1 In your own words, explain what a special event is. (marks will be awarded for (5)
paraphrasing)

Q.3.2 Identify any three practical potential sponsors for the Olympic games. (3)

Q.3.3 Identify the type of sponsorship that these sponsors would be engaged in when (2)
sponsoring an event like the Olympic Games.

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Q.3.4 Briefly explain any five reasons as to why any of your identified sponsors would (10)
engage in this sponsorship.

Q.3.5 Explain the importance of cross-cultural communication skills and provide an (5)
example of how it can be used in the scenario’s context.

Q.3.6 Explain in your own words what the concept publicity is. (marks will be awarded (5)
for paraphrasing)

Q.3.7 Provide any five practical examples of how one of your identified sponsors could (10)
generate publicity at the Olympic event.

END OF PAPER

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