Problem/Question:

How are Vanderbijlpark small & medium & micro businesses

marketing themselves?

THINK:

How are these businesses communicating with their customers?

Are these businesses becoming more profitable?

Is their communication helping them to grow?

Useful links – small businesses’ marketing/communication strategies

 MARKETING STRATEGIES FOR SMALL BUSINESSES THAT ACTUALLY WORK. Posted on Dec 30th, 2022 @
https://smesouthafrica.co.za/marketing-strategies-for-small-businesses-that-actually-work
 Marketing for Local Businesses in South Africa. Ross Munro Williams January 14, 2020 https://www.inversionmarketing.co.za/blog/marketing-
for-local-businesses-in-south-africa/
 ONLINE MARKETING FOR SMALL BUSINESSES IN SOUTH AFRICA @ http://www.blackagencies.co.za/portfolio_page/online-marketing-for-
small-businesses-in-south-africa/
 ICOM111 2023
SMALL GROUP group assignment
REPORT WRITING chapter in Cleary + instructions & template will be provided

ANALYSE & EVALUATE an example of local business communication (external)

Module: ICOM111
Year: 2023
Title of Analysis of an example of local business communication, with a focus on external business communication, e.g., advertising,
assignment: pamphlets, billboards, shopfronts, etc.)

REFLECT: What are we doing regarding our LOCAL business communication? How are we doing regarding our LOCAL business
communication? Are we DOING GOOD business? Are we MAKING jobs? Are we BUYING SOUTH AFRICA?

Timeline 1. PART 1: CHOSEN EXAMPLE of LOCAL business communication @ Friday 17 March (WEEK 4) - SUBMIT @ ASSIGNMENTS
Deadlines for (uncategorised – no marks, but IMPORTANT FEEDBACK)
SUBMISSIONS @
assignments due 2. PART 2: ANALYSIS of LOCAL business communication @ Fri 24 March (end of WEEK 5 – before mid-semester break)
date/s: @ ASSIGNMENTS [20 marks]

3. PART 3: Discussion of AUDIENCE & PURPOSE @ Fri 12 May (end of WEEK 9) @ ASSIGNMENTS [20 marks]

4. PART 4: FINAL REPORT @ Mon 22 May (WEEK 11) – including a SMALL GROUP self-reflection
- EVALUATION of EFFECTIVENESS & EFFICIENCY of the chosen example of local business communication [10 marks]
- small group SELF-REFLECTION [10 marks]

BASIC instructions Step 1: DO a walk-about-town and IDENTIFY examples of LOCAL BUSINESS communication – focus on external business
communication, e.g., advertisements, etc. + look out for interesting/informative/educational examples
Notes:
1. Do NOT use general commercial businesses – focus on LOCAL “proudly South African” businesses – it can be micro, small or
medium businesses. Think: BUY LOCAL = MAKE LOCAL JOBS!!
2. Submit final CHOSEN EXAMPLE @ ASSIGNMENTS for lecturer verification – Friday 17 March (WEEK 4)

Step 2: Do an ANALYSIS in terms of basic concepts of communication (cf. Cleary chapter 1) – communicators (sender + receiver),
medium, message, codes, noise/barriers, efficiency & effectivity
Notes:
1. An MS Word template will be provided
2. Submit analysis @ ASSIGNMENTS for MARKS [20] – Fri 24 March (end of WEEK 5 – before mid-semester break)

Step 3: Focus on & discuss AUDIENCE & PURPOSE

Notes:
1. An MS Word template will be provided
2. Submit AUDIENCE & PURPOSE report @ ASSIGNMENTS for MARKS [20] – Fri 12 May (end of WEEK 9)

Step 4: WRITE & TYPE UP THE FINAL REPORT

Notes:
1. The final report must include the following:
- EVALUATION of EFFICIENCY + EFFECTIVITY + MAKE RECOMMENDATIONS for possible improvement (10 MARKS)
- SMALL GROUP SELF-REFLECTION – guiding document will be provided (10 MARKS)
2. Submit FINAL EDITED/corrected + PROOFREAD draft @ ASSIGNMENTS for MARKS [20] – Mon 22 May (WEEK 11)
PURPOSE of the assignment
Based on FEMS yearbook 2023
General purpose/s TO APPLY the theoretical knowledge about communication to authentic examples of local business communication (external)
TO GAIN EXPERIENCE in doing an ANALYSIS
TO GAIN EXPERIENCE in doing EVALUATIONS
TO GAIN EXPERIENCE in SMALL GROUP COMMUNICATION/teamwork
TO GAIN EXPERIENCE in REPORT WRITING
BLOOM’S TAXONOMY for LEARNING & TEACHING:

Practical skills & SMALL GROUP COMMUNICATION

EXPERIENCE to be  understand the dynamics of group communication
 negotiate and compile guidelines and rules for the group
gained
 identify and assign roles for members of the group
 identify and/or formulate strategies for small-group conflict management
 participate effectively in a group – stages of group formation, leadership, conflict management, listening skills, etc.
COMMUNICATION THEORY
 identify, compare and evaluate different models of communication
 define, recognise/identify, describe and evaluate the different communication components (e.g. sender, receiver, message, verbal and non-verbal
communication
 define, identify and describe the communication context
 explain the communication process
 identify the PURPOSE of the communication
 identify and do an AUDIENCE ANALYSIS
 PRODUCE EXAMPLES OF COMMUNICATION
 apply the different components of the communication process
 design, produce and present communication messages in a variety of formats
- report writing – in FORMAL REGISTER = primarily VERBAL CODE –> MS Word as MEDIUM
- oral presentation VISUAL SUPPORT material – in CONSULTATIVE REGISTER = MULTIMODAL CODE –> PowerPoint
 analysing the audience = MSWord (formal register, academic literacy – referencing), PowerPoint (consultative regsiter – multimodal communication –
visual literacy)
Knowledge /  knowledge of the process of communication
THEORY to be  knowledge of models and components of communication
 knowledge of contexts of communication
gained
 knowledge of actions of analysis, evaluation and creation of communication (compare Blooms pyramid, also SIX HATS)
 MARKING RUBRIC
GROUP ASSIGNMENT 2023
Analysis & evaluation of business communication in our local community
MISSING/very POOR AVERAGE GOOD EXCELLENT
poor
TOTAL MARK
Title (2) 0 0.5 1 1.5 2
Informative + eye-catching: Missing Poor Average Good Excellent 2
TOPIC + point of view well represented
Introduction (5) 0 2 3 4 5
Lead-in – provides short introductory background to the Missing Poor Average Good Excellent 5
text
Topic – external business communication in our local
community
Purpose of text – to explore effective and less effective
business communication
“Roadmap” – concise overview of the structure of the text

Body (30) 3 5 15 20 30
The main elements of communication (7)
Model/s of communication (4)
Incomplete content Poor selection of
content
Average selection of
content
Good selection of
content & good
Excellent
Interesting selection of
30
The purpose of Communication (2) Content lacks Average arrangement of content and
Audience (2) logical arrangement main points arrangement exciting
The context of the communication(3) organisation – not Good attention to Shows high degree of
Possible barriers to communication (4) arranged logic and reasoning attention to logic and
Verbal codes (3) coherently of points, i.e. reasoning of points
Non-verbal codes(3) Poor cohesion coherent and Coherent and cohesive
Findings (2) cohesive
Conclusion (3) 0 1 1.5 2 3
Summarise the main points Missing Poor Average Good Excellent 3
Reiterate your main viewpoint
The final "take-away" message is clear
“Food for thought” quotes allowed
NO new points/arguments allowed
Technical/formal aspects (10) /2 /2 /2 /2 /2
Neat & complete in terms of format, layout, language, etc. Cover page/front
page
Table of Content Spelling Grammar
Syntax
Format
Arial
References
In-text = end-of-text
10
Good balance of verbal and non-verbal codes
Punctuation 11pt Format correct
Appealing in terms of aesthetics & creativity
1.5 spacing End-of-text:
Reader-friendly & respectful Text justified – WHO WHEN WHAT
References normal margins WHERE
Alphabetical order
Punctuation & spacing
correct

TOTAL 50
Examples micro, small and medium sized enterprises’ business communication (external)