UNIVERSITY OF SOUTH AFRICA
College of Economic and Management Sciences
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
Applied Organisational Communication
Assignment — Semester 1, 2026
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
Applied Organisational Communication
Module Name:
Questions 1 and 2
Essay Topic:
[Student Name]
Student Name:
[Student Number]
Student Number:
Assignment 1
Assignment Number:
[Unique Number]
Unique Number:
23 March 2026
Due Date:
20
Total Marks:
Submitted in partial fulfilment of the requirements for Ap-
plied Organisational Communications — UNISA 2026
, UNISA | COM2611 Assignment 1 Marketing Communications
Question 1: Marketing Communication and Ethics in IMC
Marketing communication sits at the centre of how organisations build awareness, shape
consumer attitudes, and stimulate purchasing behaviour. In emerging economies, where mar-
kets are rapidly expanding and consumer bases are becoming more digitally connected, its
strategic management carries even greater weight (Adeola, Hinson and Sakkthivel, 2022).
This section discusses the importance of marketing communication in those economies
and identifies one ethically contested area within IMC as discussed by Shimp and Andrews
(2018).
1.1 The Importance of Marketing Communication in Emerging Economies
Emerging economies, broadly understood as markets in transition from lower-income to middle-
income status, present unique conditions that make marketing communication both a press-
ing commercial priority and a genuine development mechanism. Countries such as South
Africa, Nigeria, Brazil, and India share certain structural features: growing middle classes,
rapid mobile penetration, infrastructural gaps, and significant cultural diversity within national
borders. Each of these features reshapes what effective communication looks like and why it
matters.
Building brand awareness in nascent markets. Many consumers in emerging economies are
encountering formal brands for the first time, whether through television, mobile data, or com-
munity word-of-mouth. Marketing communication is the primary mechanism through which
organisations introduce their offerings, signal quality, and differentiate themselves from infor-
mal competitors. A systematic review of digital marketing practices across developing and
emerging markets found that marketing communication conducted through digital channels
significantly improved marketing capacity and overall organisational performance (Kwadwo,
Mensah and Boateng, 2023). In a market where brand names are new and consumer scep-
ticism is high, consistent and well-targeted communication closes this trust gap faster than
any other tool.
Supporting economic inclusion through mobile and digital reach. The rapid spread of mobile
technology in sub-Saharan Africa and South Asia has created communication opportunities
that bypass traditional infrastructure constraints entirely. Platforms such as WhatsApp and
Facebook have become primary commercial communication channels in countries like South
Africa and Nigeria, giving organisations direct access to consumer segments that were pre-
Page 2 of 11
College of Economic and Management Sciences
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
Applied Organisational Communication
Assignment — Semester 1, 2026
⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄ ⋄⋄
Applied Organisational Communication
Module Name:
Questions 1 and 2
Essay Topic:
[Student Name]
Student Name:
[Student Number]
Student Number:
Assignment 1
Assignment Number:
[Unique Number]
Unique Number:
23 March 2026
Due Date:
20
Total Marks:
Submitted in partial fulfilment of the requirements for Ap-
plied Organisational Communications — UNISA 2026
, UNISA | COM2611 Assignment 1 Marketing Communications
Question 1: Marketing Communication and Ethics in IMC
Marketing communication sits at the centre of how organisations build awareness, shape
consumer attitudes, and stimulate purchasing behaviour. In emerging economies, where mar-
kets are rapidly expanding and consumer bases are becoming more digitally connected, its
strategic management carries even greater weight (Adeola, Hinson and Sakkthivel, 2022).
This section discusses the importance of marketing communication in those economies
and identifies one ethically contested area within IMC as discussed by Shimp and Andrews
(2018).
1.1 The Importance of Marketing Communication in Emerging Economies
Emerging economies, broadly understood as markets in transition from lower-income to middle-
income status, present unique conditions that make marketing communication both a press-
ing commercial priority and a genuine development mechanism. Countries such as South
Africa, Nigeria, Brazil, and India share certain structural features: growing middle classes,
rapid mobile penetration, infrastructural gaps, and significant cultural diversity within national
borders. Each of these features reshapes what effective communication looks like and why it
matters.
Building brand awareness in nascent markets. Many consumers in emerging economies are
encountering formal brands for the first time, whether through television, mobile data, or com-
munity word-of-mouth. Marketing communication is the primary mechanism through which
organisations introduce their offerings, signal quality, and differentiate themselves from infor-
mal competitors. A systematic review of digital marketing practices across developing and
emerging markets found that marketing communication conducted through digital channels
significantly improved marketing capacity and overall organisational performance (Kwadwo,
Mensah and Boateng, 2023). In a market where brand names are new and consumer scep-
ticism is high, consistent and well-targeted communication closes this trust gap faster than
any other tool.
Supporting economic inclusion through mobile and digital reach. The rapid spread of mobile
technology in sub-Saharan Africa and South Asia has created communication opportunities
that bypass traditional infrastructure constraints entirely. Platforms such as WhatsApp and
Facebook have become primary commercial communication channels in countries like South
Africa and Nigeria, giving organisations direct access to consumer segments that were pre-
Page 2 of 11
