COM3701 Assignment 1 Semester 1 Due 26 March 2026

UNIVERSITY OF SOUTH AFRICA (UNISA)
College of Human Sciences · Department of Communication Science

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COM3701
Communication Management

Semester 1 | Assignment 1 | Due: 26 March 2026
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Assignment Details

COM3701
Module Code:
Communication Management
Module Name:
Semester 1, Assignment 1
Assignment:
26 March 2026
Due Date:
40 Marks
Total Marks:
2 Questions (Q1: 20 marks, Q2: 20 marks)
Questions:




Submitted in partial fulfilment of the requirements for COM3701 · University of South Africa · 2026

, UNISA | COM3701 Communication Management



Contents


1 Question 1: CuppaJoe – Marketing Management and Planning (20 marks) 3


Question 1: CuppaJoe – Marketing Management and Planning 3

1.1 1.1 What is Marketing Management? . . . . . . . . . . . . . . . . . . . . . . . . 3

1.2 1.2 Developing a Marketing Plan for CuppaJoe’s New Ground Coffee Range . . . 4


2 Question 2: Muddy Feet – Integrated Communication Campaign (20 marks) 7


Question 2: Muddy Feet – Integrated Communication Campaign 7

2.1 2.1 Defining a Communication Campaign . . . . . . . . . . . . . . . . . . . . . . 7

2.2 2.2 Five Key Elements of Phase 1: The Assessment Phase . . . . . . . . . . . . . 8

2.3 2.3 Media Selection: Reach, Frequency, and Impact . . . . . . . . . . . . . . . . 10


Reference List 13




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