JUNE 2021 MAIN EXAMINATION
TAKE HOME EXAMINATION QUESTION PAPER
PROGRAMME
Bachelor of Commerce Degree
MODULE
Business Communication 101
BCG_BC101_26 June 2021_S2
INSTRUCTIONS TO CANDIDATES:
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Students are required to carefully read and fully understand the questions before
answering them.
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Students must answer the questions fully but concisely and as directly as possible using
sufficient research and application.
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Students should follow all specific instructions for individual questions (e.g., “list”, “in
point form”, “show all workings”).
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The mark allocation is there to show you the weighting and length of each question.
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The assessment must be your own work only, plagiarism cases will be investigated.
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Students are to read the examination requirements, rules and instructions on the Home
Page of the Regent Online platform.
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An additional 15 minutes have been granted for set up and reading time.
DATE:
26 June 2021
TIME:
13h00 - 16h00
DURATION:
3 Hours
MARKS:
100
EXAMINER:
Ismail A
MODERATOR:
Govender D
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QUESTION ONE
[25]
Study the image and answer the following questions.
Questions:
1.1.
Critically discuss the image of two individuals touching hands and compare and contrast
between haptics and proxemics.
(6)
1.2.
Discuss the various zones of proxemics with the aid of examples.
(10)
1.3.
Relationships in organisations can be affected in many ways. Explain from the image above
1.4.
how the individual view of time may cause conflict in her organisation.
(5)
Explain the importance of a neat and positive environment use relevant examples.
(4)
QUESTION TWO
[25]
Dove – Connecting with their target audience
Is it just me or do all the Dove marketing campaigns make you cry? If you’ve seen their Real Beauty
sketches campaign, you’ll know what I’m talking about. Dove’s goal is to make women feel good
about themselves. They know their target market and create content that tells a story that women
can relate to.
Dove did some research and found that 80 percent of women came across negative chatter on
social media. Dove’s goal was to change that and make social media a more positive experience. As
Page 2 of 5
a result, Dove teamed up with Twitter and built a tool to launch the #SpeakBeautiful Effect, that
breaks down which body- related words people use the most and when negative chatter appears
during the day.
According to Dove, women were inspired by their message.
•
#SpeakBeautiful was used more than 168,000 times
•
Drove 800 million social media impressions of the campaign
Dove know their audience. Knowing your audience is the only way you will engage with them. The
best way for this is creating personas. Knowing what life stage they are in, if they’re employed, what
their interests are etc. will certainly help you when creating content. Then think about linking your
audience to your brand values in order to create something just as successful as Dove’s campaign.
Questions:
2.1.
Identify the type of social media tool used by Dove to communicate their message.
2.2.
Critically discuss Doves primary function for the use of social media to communicate its
(2)
message.
(8)
2.3.
Critically discuss the tool identified in 2.1 its advantages and disadvantages.
(10)
2.4.
Evaluate the effectiveness of Twitter on Doves marketing campaign.
(5)
Page 3 of 5
QUESTION THREE
[25]
Study the images and answer the following questions.
3.1.
Critically discuss the images above and identify the type of intercultural communication. (6)
3.2.
Identify ways in which to overcome ethnocentrism and stereotyping.
Page 4 of 5
(6)
3.3.
Critically discuss Fielding intercultural communication improvements with the aid of
examples.
(13)
QUESTION FOUR
[25]
Meetings form an important part in the business of organisations /offices. Meetings need to be
effective to help achieve the goals they were called for. However, it is important to put on record that
not all meetings are effective. The components or aspects necessary for effective meetings must be
put in place in order for the meetings to achieve what was intended.
Meetings should have limited agendas and specific purposes, such as to identify problems, generate
ideas, plan, review past actions and make decisions. Meetings are also about persuasion: obtaining
a consensus.
To be able to communicate effectively in a meeting in an organisation, one has to be aware of one’s
role and what is expected in that meeting. A meeting is a legal gathering and should be convened
according to the organisation’s constitution (Ellis 1997:83).
Lately due to COVID-19 restrictions organisations had to improvise and move all meetings online.
You have been tasked to Draw up proper documentation required to facilitate the online meeting.
END OF QUESTION PAPER
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