FINAL ONLINE SUMMATIVE ASSESSMENT

Bachelor of Business Administration

Bachelor of Public Administration

Bachelor of Commerce in Accounting

Bachelor of Commerce in Entrepreneurship

PROGRAMME
Bachelor of Commerce in Retail Management

Bachelor of Commerce in Marketing Management

Bachelor of Commerce in Human Resource Management

Bachelor of Commerce in Tourism and Hospitality Management

MODULE Business Communication

YEAR One (1)
INTAKE January 2023 Semester 2
DATE 03 November 2023
SECTION A [100 MARKS]
Read the extract below and answer ALL the questions that follow.

BSG is a South African consulting and technology company that strives to make an impact towards positive change.
They were contracted to deal with the stakeholder management of a leading global banking group. The group is required
to comply with various regulations and governance requirements. To ensure this, the group published a policy on
sanctions and prohibitions of business activities. BSG was then contracted to achieve compliance with the policy within
the banking group's emerging market operations. During the process, BSG noted that the flow of information between the
stakeholder groups was unclear and that inconsistent information was being disseminated, which resulted in confusion
and misunderstandings. BSG identified stakeholder management as a key factor to address the challenge, and, based on
a stakeholder analysis, compiled a plan to ensure that communication from the South African team to stakeholders is
delivered regularly, accurately and consistently. Meetings were held with key stakeholders, and face-to-face interactions
with stakeholders were identified as pivotal relationship-building activities, allowing the team to establish relationships
with the people who are ultimately impacted by the changes introduced. The intimate knowledge these stakeholders had
of the business, its constraints and challenges and the operating environment was crucial-not only in designing an
effective solution, but also in obtaining commitment and buy-in to the change from the business users. Effective
relationships in the business areas enabled BSG to gather specific information regarding systems, processes, constraints
and challenges in each country and ensured a team of committed individuals in each country, which played a major role
in translating the high-level requirements into effective business activities.
Through the creation of a sound communication plan, which defined stakeholders in terms of their responsibilities and
expectations, taking into account communication requirements and constraints, the programme team was able to
effectively manage the expectations of key stakeholders. Through regular and consistent communications, expectations,
risks and delivery were all successfully managed. BSG thus executed their task by grouping together communications
and requirements. Without such stakeholder management-in which communication played a key role-the overall
objectives of the sanctions programme would not have been met.
Source: Business Communication Second Edition 2020
Content Editor: Middleton 2020

QUESTION 1 (25 Marks)

“During the process, BSG noted that the flow of information between the stakeholder groups was unclear,
and that inconsistent information was being disseminated, which resulted in confusion and
misunderstandings”.

Evaluate this statement in the light of the investigations undertaken by the consulting company.

QUESTION 2 (25 Marks)

“Meetings were held with key stakeholders, and face-to-face interactions with stakeholders were identified
as pivotal relationship-building activities, allowing the team to establish relationships with the people who
are ultimately impacted by the changes introduced”.

Justify why relationship building activities contributed to a better understanding of the workings of the
company.

QUESTION 3 (25 Marks)

“Through the creation of a sound communication plan, which defined stakeholders in terms of their
responsibilities and expectations, taking into account communication requirements and constraints, the
programme team was able to effectively manage the expectations of key stakeholders”.
Critically evaluate the “sound communication plan” created by the consulting company.
QUESTION 4 (25 Marks)
“Without such stakeholder management-in which communication played a key role-the overall objectives of
the sanctions programme would not have been met”.
Justify the above statement in the light of effective communication techniques used in getting the
stakeholders to work closely to contribute to the positive flow of ideas and information.

END OF PAPER