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MODULE NAME: MODULE CODE:

CORPORATE COMMUNICATION 1B CCOM5112
CORPORATE COMMUNICATION 1B CCOM5122

ASSESSMENT TYPE: TAKE-HOME ASSESSMENT (PAPER ONLY)

TOTAL MARK ALLOCATION: 120 MARKS
TOTAL TIME: This assessment should take you 2 hours 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 error’s 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 error’s 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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Learning Area: Public Relations Theories and Functions __

Question 1 (Marks: 20)

Read the following extract and answer the questions that follow.

Cheerios learns a lesson about taste and timing.

s soon as Prince (American singer-songwriter) passed
away on 21 April 2016, the General Mills-owned and
Minneapolis-based (the artist’s hometown) Cheerios
tweeted an image of the words “Rest in Peace” on a
purple background, with “#Prince” in the message. That
probably would have been fine, but to put the brand’s stamp on it, the company dotted the “i”
with a Cheerio. This extra touch set off mourning fans, who saw the tweet as an insensitive
marketing ploy.

Attempting to capitalise on a high-profile celebrity’s death rarely puts a brand in a positive light – it
is usually deemed tasteless.

With fans still in disbelief, the perception was that Cheerios was hopping on the bandwagon to align
itself with the artist. Few were probably aware that Cheerios was based in Prince’s hometown, so
people inside the company may have felt the loss just as keenly as his biggest fans, but that did not
help perceptions. To the brand’s credit, when it had become apparent that the Twittersphere was
upset over the post, Cheerios quickly removed it and released a statement explaining that the
company had only wanted to “acknowledge the loss of a musical legend in its hometown.”

By that time, the damage was done; enough people had screen capped the image to repost with
their displeasure. The bottom line is that when it comes to a loss or tragedy, a brand is better off
either expressing sympathy without incorporating any kind of commercial message, or just avoiding
it altogether.

Source: Roche, D. Fast Company Blog. Lessons from Three of 2016’s Biggest PR Fails. [Online].
Available at: https://www.fastcompany.com/3066458/lessons-from-three-of-2016s-biggest-pr-
fails [Accessed 29 October 2021].

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Q.1.1 Describe how Cheerios would/could have applied the four-step problem solving (12)
process before releasing a statement where they apologised for the inappropriate
tweet.

Q.1.2 Using Relationship management theory and the scenario, provide an example indicating
how each of the following organisational-public axioms are evident or could have been
implemented.
Q.1.2.1 The relationship is transactional. (2)
Q.1.2.2 The relationship is antecedent and consequences and can be analysed in (2)
terms of relationship quality, maintenance strategies, relationship type
and actors in the relationship.
Q.1.2.3 The relationship is dependent on the degree to which expectations are met (2)
for their continuance.
Q.1.2.4 The relationship is effectively managed in a way that supports mutual (2)
understanding and benefit.

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Learning Area: Strategic Interfaces between Marketing, Branding, Advertising and Public
Relations

Question 2 (Marks: 35)

Review the extracted Checkers Hyper promotional advertisement offering promotional deals on
products and answer the questions that follow.

Starbucks Marks World AIDS Day with (RED)

There are roughly 37 million people worldwide living with HIV – more than 25 million of whom are
living in sub-Saharan Africa, an impact felt around the world. However, progress is being made.
Today, 20.9 million people are accessing life-saving antiretroviral therapy, up from 19.5 million at
the end of 2016. There is still much work to be done to maintain this progress. That is why Starbucks
is a proud partner of (RED), raising money and awareness for the fight to end HIV and AIDS.

To honour World AIDS Day on Dec. 1, Starbucks contributed 25 cents (USD) for every Peppermint
Mocha, Toasted White Chocolate Mocha, Caramel Brulée Latte or Eggnog Latte purchased in
participating U.S. and Canada stores to the Global Fund to help (RED) fight AIDS. Featured holiday
beverages can be ordered hot, iced or as a Frappuccino blended beverage as applicable.

Source: Starbucks Stories. [Online]. Available at:

https://stories.starbucks.com/press/2017/starbucks-marks-world-aids-day-with-red/
[Accessed 29 October 2021].

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Q.2.1 Discuss Starbucks’ use of cause-related marketing (CRM) as the foundation to this (10)
marketing activity.

Q.2.2 Discuss the following Ps of the marketing mix and indicate how it applies to Starbucks.
(Marks will be awarded for paraphrasing.)
Q.2.2.1 Product. (5)
Q.2.2.2 Price. (5)
Q.2.2.3 Place. (5)

Q.2.3 Briefly motivate which principle of successful cause related marketing is evident in (3)
the Starbucks advertisement and statement.

Q.2.4 Using the pay line “You Sip. We Donate.”, explain how Starbucks has used this (7)
strategic brand message to promote their brand.

Learning Area: The Importance of Ethics in Various Corporate Communication Contexts __

Question 3 (Marks: 10)

Discuss in your own words, the importance of ethics in advertising.
(Marks will be awarded for paraphrasing.)

Question 4 (Marks: 5)
Use a practical example to explain the following statement from the codes of ethics set out by
PRISA:
“We shall obey laws and public policies governing our professional activities and will be sensitive to
the spirit of all laws and regulations and, should any law or public policy be violated, for whatever
reason, act promptly to correct the situation”.

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Learning Area: Public relations Campaign Planning, Implementation and Evaluation __

Question 5 (Marks: 35)

Refer to the One Day in Cape Town and the Western Cape campaign and answer the questions
that follow.

Cadbury’s Generosity Campaign

The Generosity campaign launched in South

Africa in 2019, as part of Cadbury’s global
repositioning to return to the brand’s core
purpose of generosity. Each region identified
an area where they could make the biggest
impact through a generous spirit.

In South Africa, millions of orphaned and vulnerable children miss out on the joy of childhood and
play, which also forms the foundation of early childhood development. Many of these children
don’t have a teddy to cuddle or a parent to read them a bedtime story. So, in 2019, Cadbury Dairy
Milk launched The Little Generosity Shop – drop-off points at malls and key locations, where the
public could donate preloved toys to orphaned and vulnerable children. Cadbury Dairy Milk then
gave these toys some TLC and transformed them into re-loved treasures. There was an outpouring
of compassion, with over 100,000 generous donations received from the public – proof that there
really is a Glass & a Half in everyone.

The group then planned to expand on The Little Generosity Shop concept in 2020,with a launch
scheduled for that May, but COVID-19 turned it on its head. Unable to accept donations during
lockdown due to social distancing measures and health concerns meant changes to the campaign
were needed. The pandemic hit with such force. It changed consumer behaviour and media
consumption patterns overnight, and the brand had to push itself into a bigger digital space than
it was used to.

Phase 1 Kicked off in June/July with the launch of the limited-edition Cadbury Dairy Milk bars. The
wrappers were redesigned to showcase beautiful toys, books, and games, along with a message
that, in purchasing a chocolate bar, you were helping Cadbury to raise R1 million to support

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orphaned and vulnerable children. Cadbury also spread the generosity by gifting frontline workers
– medical staff, cashiers, petrol attendants – with chocolate, to say thank you.

Following on from this, Phase 2 was launched in July. The “Glass & a Half Project Presents: There’s
a Story in Everyone” campaign was designed to give orphans and vulnerable children something
to believe in during the difficult time; to encourage imagination and inspire the children to dream
again. The public were invited to share their inspirational stories via the Cadbury Dairy Milk
WhatsApp bot. The top 10 stories submitted by the public, were turned into beautiful eBooks and
animated tales.

The stories were loaded onto USB sticks and orphanages were supplied with projectors and
screens, so that they could play bedtime stories to the children. Story nooks were set up at 45
orphanages around the country, including books, shelves, and couch areas to encourage reading.

Social media was the best way to reach consumers during the pandemic given the increase in
digital consumption over this period. The brand used storytelling and smart creative on Instagram
to raise awareness on Facebook and through Instagram Stories. They chose WhatsApp as the
story-submission platform because of its familiarity among consumers. Digital influencers
Shekinah and Proverb helped to drive traffic to the WhatsApp chat bot and generated a combined
30 million impressions.

#Cadbury Generosity campaign results:

• 15 million people were reached through Facebook. It was, overall, the highest-reaching
platform, resulting in about 70% penetration, which was a great result.
• Cadbury Dairy Milk was the first brand in South Africa to participate in the Google Directors
Mix campaign, which uses a series of content to drive personalisation at scale – and it
performed exceptionally well delivering a 19% lift in Ad Recall, a 2% increase in
Favourability and a 2.3% increase in Purchase Intent.
• The carousel ads, in particular, drove high engagement and website traffic.

Source: Biz Community website. #MarketingMasterminds: The creative brains behind the One Day
in Cape Town and the Western Cape campaign. [Online]. Adapted from:
https://www.bizcommunity.com/Article/196/860/216310.html [Accessed 29 October 2021].

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Q.5.1 Identify the end product component from the campaign that can be used by Cadbury (1)
to manage the image of an organisation.

Q.5.2 Motivate why this component (identified in Q.5.1) can be used to manage the image (4)
of the campaign.

Q.5.3 Describe the overall goal/purpose of this campaign’s marketing communication. (3)

Q.5.4 Create a suitable objective for this campaign. (It must be written in SMART terms.) (5)

Q.5.5 Explain why Cadbury’s target market could be defined as a mass market. (5)

Q.5.6 Create a new overall message for the Cadbury campaign. (It must be directed at the (6)
target market and not the actual slogan of the campaign in the extract.)

Q.5.7 Identify and apply the aspects that need to be considered for the time period of the (5)
Cadbury campaign.

Q.5.8 Using any three elements of a successful PR campaign, explain if the Cadbury (6)
Generosity campaign was successful or not.

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Learning Area: Introduction to Strategic Management for Public Relations __

Question 6 (Marks: 15)

Read the scenario below answer the questions that follow.

Joe is a part-time personal trainer and offers fitness training sessions at his local Planet Fitness
gym. He has a passion for fitness and has completed various courses and obtained certifications
aligned to this profession. Joe believes in using everyday home equipment to support your
fitness regime and even opened up his own “garage gym”.
On weekends and after hours, he offers personal training sessions to a few clients in his ‘garage
gym’. Joe has dreams of growing his small business; ‘Joe’s Garage Gyms’; as an affordable option
for more clients at multiple ‘garage gym’ locations and evolving his concept; where old household
items and furniture can be transformed into usable gym equipment.

Q.6.1 Joe wants to build a supportive PR strategy. Assist by applying the following questions.
(You need to be as specific as possible.)
Q.6.1.1 Where does the company want to be? (4)
(Provide a vision statement.)
Q.6.1.2 Who is the target audience? (3)
Q.6.1.3 What will the message be? (5)
Q.6.1.4 Which methods of communication will be used? (3)

END OF PAPER

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