COM3701 Assignment 1 2026 Semester 1 Due 26 March 2026

University of South Africa
College of Economic and Management Sciences

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COM3701
Communication Management


Assignment 1 — Semester 1, 2026
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Module Code: COM3701

Module Name: Communication Management

Assignment: Assignment 1

Semester: Semester 1, 2026

Due Date: 26 March 2026

Total Marks: 35

Institution: University of South Africa (UNISA)

Department: School of Communication




Submitted in partial fulfilment of the requirements for COM3701 — UNISA, 2026

,UNISA | COM3701 Communication Management



Contents

1 Question 1: CuppaJoe — Marketing Management and Planning 4
1.1 1.1 What Marketing Management Is . . . . . . . . . . . . . . . . . . . . . . . . . 4
1.1.1 The Key Activities of Marketing Management . . . . . . . . . . . . . . . . 4
1.1.2 Applied to CuppaJoe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1.2 1.2 Developing a Marketing Plan for CuppaJoe’s New Ground Coffee Range . . . 6
1.2.1 Step 1: Executive Summary and Mission Alignment . . . . . . . . . . . . 6
1.2.2 Step 2: Situation Analysis (SWOT) . . . . . . . . . . . . . . . . . . . . . 6
1.2.3 Step 3: Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . 6
1.2.4 Step 4: Target Market Identification and Segmentation . . . . . . . . . . . 7
1.2.5 Step 5: Marketing Strategy and Positioning . . . . . . . . . . . . . . . . . 7
1.2.6 Step 6: The Marketing Mix (4Ps) . . . . . . . . . . . . . . . . . . . . . . . 8
1.2.7 Step 7: Budget Allocation . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
1.2.8 Step 8: Implementation Timeline . . . . . . . . . . . . . . . . . . . . . . . 8
1.2.9 Step 9: Monitoring and Evaluation . . . . . . . . . . . . . . . . . . . . . . 8

2 Question 2: Muddy Feet — Integrated Communication Campaign 10
2.1 2.1 Defining a Communication Campaign and Its Five Primary Elements . . . . . 10
2.1.1 Element 1: A Clear Objective . . . . . . . . . . . . . . . . . . . . . . . . . 10
2.1.2 Element 2: A Defined Target Audience . . . . . . . . . . . . . . . . . . . . 10
2.1.3 Element 3: A Strategic Message . . . . . . . . . . . . . . . . . . . . . . . . 11
2.1.4 Element 4: Channel and Media Selection . . . . . . . . . . . . . . . . . . . 11
2.1.5 Element 5: Evaluation and Measurement . . . . . . . . . . . . . . . . . . . 11
2.2 2.2 Five Key Elements of Phase 1 (The Assessment Phase) for Muddy Feet . . . 12
2.2.1 Element 1: Situational Analysis . . . . . . . . . . . . . . . . . . . . . . . . 12
2.2.2 Element 2: Audience Research and Profiling . . . . . . . . . . . . . . . . . 12
2.2.3 Element 3: Defining Communication Objectives . . . . . . . . . . . . . . . 13
2.2.4 Element 4: Budget Assessment . . . . . . . . . . . . . . . . . . . . . . . . 13
2.2.5 Element 5: Legal, Ethical, and Regulatory Considerations . . . . . . . . . 13
2.3 2.3 Media Selection for Muddy Feet: Reach, Frequency, and Impact . . . . . . . . 15
2.3.1 1. Social Media Platforms (Primary Recommendation) . . . . . . . . . . . 15
2.3.2 2. Influencer and Content Creator Partnerships . . . . . . . . . . . . . . . 15
2.3.3 3. Digital Video Advertising (Pre-roll and Display) . . . . . . . . . . . . . 16

Semester 1, 2026 Page 2 of 19 Due: 26 March 2026

, UNISA | COM3701 Communication Management


2.3.4 4. Outdoor Advertising (Supporting Medium) . . . . . . . . . . . . . . . . 16
2.3.5 5. Email and Direct Marketing (Existing Customer Base) . . . . . . . . . 17
2.3.6 Recommended Media Mix Summary . . . . . . . . . . . . . . . . . . . . . 18

Reference List 19




Semester 1, 2026 Page 3 of 19 Due: 26 March 2026