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MODULE NAME: MODULE CODE:

COMMUNICATION SCIENCE 2A: ORGANISATIONAL COMMUNICATION COSC6231/w

ASSESSMENT TYPE: ASSIGNMENT 1 (PAPER ONLY)

TOTAL MARK ALLOCATION: 100 MARKS

TOTAL HOURS: 10 HOURS

By submitting this assignment, you acknowledge that you have read and understood all the rules
as per the terms in the registration contract, in particular the assignment and assessment rules in
The IIE Assessment Strategy and Policy (IIE009), the intellectual integrity and plagiarism rules in
the Intellectual Integrity and Property Rights Policy (IIE023), as well as any rules and regulations
published in the student portal.

INSTRUCTIONS:
1. No material may be copied from original sources, even if referenced correctly, unless it is a
direct quote indicated with quotation marks. No more than 10% of the assignment may
consist of direct quotes.
2. Your assignment must be submitted through Turnitin.
3. Save a copy of your assignment before submitting it.
4. Assignments must be typed unless otherwise specified.
5. All work must be adequately and correctly referenced.
6. This is an individual assignment.

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Referencing Rubric
Providing evidence based on valid and referenced academic sources is a Markers are required to provide feedback to students by
fundamental educational principle and the cornerstone of high-quality circling/underlining the information in the table below that best describes
academic work. Part of achieving this quality is referencing in a way that is the student’s work and by adding constructive commentary where
consistent and congruent with the requirements of the referencing style being appropriate. The examples provided are not exhaustive but illustrate the
used. errors.

Therefore, inconsistent and/or incongruent referencing will result in a penalty Deductions

of a maximum of ten percent being deducted from the overall percentage  Where the student’s work contains five or more errors aligned to the
awarded to your assessment submission. minor errors column below, deduct 5% from the overall percentage.

Please note that evidence of plagiarism in the form of copied or unreferenced  Where the student’s work contains five or more errors aligned to the
work, absent reference lists, or exceptionally poor referencing may result in major errors column below, deduct 10% from the overall percentage.
action being taken in accordance with The IIE’s Intellectual Integrity and
Property Rights Policy (IIE023). Similarly, evidence of excessive AI usage may  Where both minor and major errors (e.g. two minor and three major,
result in action being taken in accordance with The IIE’s Student Conduct, etc.) are present, deduct 10% only (and not 5% or 15%) from the overall
Discipline and Safety Policy (IIE015). percentage.

Required: Minor errors Major errors

Consistent and congruent Deduct 5% from overall percentage. Deduct 10% from the overall percentage.
referencing Example: if the response receives 70%, deduct 5%. The Example: if the response receives 70%, deduct 10%.
final mark is 65%. The final mark is 60%.
Consistency Minor inconsistencies: Major inconsistencies:
 The correct referencing style  The referencing style used is generally consistent with  Poor and wholly inconsistent referencing style used
for the discipline – i.e., either what is required, but there are one or two in-text and/or in the bibliography/reference list.
Harvard, OR APA (for changes/errors in the format of in-text referencing
Psychology), OR Law, OR IEEE and/or in the bibliography/reference list.  Multiple referencing styles for the same source
(for ICT/Engineering) – has types have been used.
been used consistently for all  For example, page numbers for direct quotes in-text
in-text references and in the have been provided for one source, but not in another.  For example, the format for direct quotes in-text
bibliography/reference list. Or, two book chapters in the bibliography/reference and/or book chapters in the bibliography/reference
list have been referenced in two different formats. Or, list and/or year of publication in the
 Concepts and ideas that are the publication year has been placed after the author bibliography/reference list is different across
quoted and/or paraphrased name in one bibliography/reference list entry, and multiple instances.
are referenced consistently after the source title in another, etc.
throughout.  Concepts and ideas in quotes and/or paraphrases
 Concepts and ideas in quotes and/or paraphrases are are haphazardly referenced in-text.
 Position of the in-text typically referenced, but a full in-text reference is
reference: an in-text missing or incomplete from one or two small sections  Position of the references: in-text references are
reference is positioned of the work. only given at the beginning or end of large sections
consistently where of work.
appropriate for every quote  Position of the references: in-text references are only
and paraphrase. given at the beginning and/or end of every paragraph.
Feedback on referencing consistency:

Congruency Minor incongruences: Major incongruences:

 Each source reflected within  There is largely a match between the sources  No relationship/several incongruencies between
in-text references is included presented in-text and those in the the in-text referencing and the
accurately in the bibliography/reference list, but one or two sources bibliography/reference list.
bibliography/reference list. that appear in-text do not appear in the
bibliography/reference list, or vice versa. Or key source  For example, multiple sources are included in-text,
 All bibliography/reference list information is missing from one or two in-text but not in the bibliography, and/or vice versa. Key
entries are in the required references or bibliography/reference list entries only source information is missing from multiple in-text
order for the referencing style (e.g. publication year, city of publication, URL date references and/or reference list entries. A URL link,
used (e.g. alphabetical, accessed, etc.). rather than the actual reference, is provided in the
alphabetical under bibliography. Sources are repeated in the reference
subheadings, numerical).  There is a clear and largely accurate ordering of list, etc.
sources in the bibliography/reference list as required
 All direct quotes and by the referencing style used, but with one or two  Most sources are listed in a haphazard order
paraphrases have been references out of order. throughout the bibliography/reference list.
integrated appropriately into
the text using introductory  An attempt has been made for source integration into  Few to no appropriate introductory phrases or
phrases, accurate grammar, the text using appropriate introductory phrases and rules of grammar have been applied, and many
etc. grammar, but one or two quotes or paraphrases do direct quotes and/or paraphrases feel disconnected
not flow as clearly or logically within the sentence from the flow of the text.
structure as they could.
Feedback on referencing congruency:

Overall feedback on referencing, with suggested improvements:

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Assignment Instructions

• This assignment focuses on Learning Units 1 and 2 and requires you to apply what you have
learnt about organisational communication, in relation to the provided case study and the
integration of corporate identity within a real-life context.

• Your lecturer will use the marking rubrics at the end of each section to evaluate the quality of
your submission. As such, you should ensure that you are satisfied that all required components
of your questions and that your responses are of a high academic standard before submitting your
assignment.

• Please make sure that you accurately reference all sources you used to support your answers,
in-text and in a reference list at the end of the assignment, using The IIE Harvard-Anglia Style
Reference Guide.

 You should use at least 6 high-quality sources (your prescribed textbook and 5 others). If you
are confused about where to locate these sources, please ask for assistance.

 Format: font Arial or Calibri, size 12-point, 1.5 line spacing for Question 1 and font Arial or
Calibri, size 10 or 11-point, 1.5 line spacing for Question 2.

 Word count: please stick to the word count that is provided for each question:
o No more than 1500 words for Question 1.
o No more than 1200 words for Question 2.

• NB – Please note that your lecturer will not mark beyond the maximum word count for each
question.

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Question 1 (Marks: 60)

Read the extract from the case study below, and answer the questions that follow:
South Africa: African Development Bank approves ZAR 18.85 billion ($1 billion) corporate loan for
Transnet’s business recovery plan

The African Development Bank Group has approved a ZAR 18.85 billion ($1 billion) corporate loan to
Transnet, South Africa’s major freight transport and logistics company, for its recovery and growth
plans.

The 25-year loan approved by the Bank Group’s Board of Directors on Friday, 12 July 2024, is fully
guaranteed by the government of South Africa. It will facilitate the first phase of the company’s ZAR
152.8 billion ($8.1 billion) five-year capital investment plan to improve its existing capacity ahead of
expansion for the priority segments throughout the transport value chain.

Transnet has faced operational challenges mainly in the critical rail and port businesses resulting
from underinvestment in infrastructure and equipment, theft and vandalism, and external shocks
such as floods and the effects of the COVID19 pandemic.

The company is committed to addressing past challenges, fostering integrity, and enhancing
efficiency within the organization. It has made progress in some key areas including reforms in
governance procurement and financial management.

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The recovery plan, launched in October 2023, seeks to rehabilitate the infrastructure and accelerate
the relaunch of operations over 18 months, focusing on restoring operational performance and
freight volumes to meet customer demands.

Following the approval, African Development Bank’s Vice President for Private Sector, Infrastructure
and Industrialisation Solomon Quaynor, emphasized the significance of this support: “Transnet, the
custodian of South Africa's critical transport and logistics infrastructure, plays an indispensable role
in the economy of the country, ensuring a competitive freight system and serving as a gateway to
the SADC region.”

He added: “Our partnership will enable Transnet to execute a comprehensive Recovery Plan (RP),
addressing operational inefficiencies, particularly in rail and port sectors. It is aligned with South
Africa's strategic 'Roadmap for Freight Logistics System,' and overseen by the National Logistics Crisis
Committee, chaired at the Presidency level. This initiative signifies our commitment to enhancing
national logistics capabilities and driving sustainable economic growth.”

To access the full article, click on the link below:

African Development Bank Group. 2024. South Africa: African Development Bank approves ZAR
18.85 billion ($1 billion) corporate loan for Transnet’s business recovery plan. Available online:
https://www.afdb.org/en/news-and-events/press-releases/south-africa-african-development-bank-
approves-zar-1885-billion-1-billion-corporate-loan-transnets-business-recovery-plan-72769.
[Accessed on 11 February 2025].

Q.1.1 Explain the concept of organisational communication and how it impacts the (10)
challenges Transnet is currently facing.

Q.1.2 Provide an example to illustrate the difference between the following network (20)
systems Transnet needs to consider:

 internal and external network systems (10 marks).

 formal and informal network systems (10 marks).

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Q.1.3 Identify and discuss (for 5 marks each) how the five communication characteristics of (25)
networks can affect Transnet’s communication networks.
 Academic writing, referencing, spelling, and grammar (N.B. applicable to Question 1 (5)
as a whole).

Criteria: Does not meet the Meets the required Exceeds the required
Q.1.1 required standard standard standard
Explanation 0 – 4 Marks 5 – 7 Marks 8 – 10 Marks
(10 marks)  The student made little  The student provided an  The student provided
to no effort to provide accurate explanation of a clear and accurate
an accurate the concept of explanation of the
explanation of the organisational concept of
concept of communication and organisational
organisational how it impacts the communication and
communication and challenges Transnet is how it impacts the
how it impacts the currently facing; challenges Transnet is
challenges Transnet is however, it is not as currently facing., in
currently facing. clear and or insightful as an insightful manner.
it could be.

Criteria: Does not meet the Meets the required Exceeds the required
Q.1.2 required standard standard standard
Example: 0 – 4 Marks 5 – 7 Marks 8 – 10 Marks
Internal and  The student made  The student provided  The student
external little to no effort to an accurate example provided a clear and
network provide an accurate to illustrate the accurate example to
(10 marks) example to illustrate difference between illustrate the
the difference internal and external difference between
between internal and network systems that internal and
external network exist at Transnet; external network
systems that exist at however, it is not as systems that exist at
Transnet. clear and or insightful Transnet, in an
as it could be. insightful manner.

Criteria: Does not meet the Meets the required Exceeds the required
Q.1.2 required standard standard standard
Example: 0 – 4 Marks 5 – 7 Marks 8 – 10 Marks
Formal and  The student made  The student provided  The student
informal little to no effort to an accurate example provided a clear and
networks provide an accurate to illustrate the accurate example to
(10 marks) example to illustrate difference between illustrate the
the difference formal and informal difference between
between formal and network systems that formal and informal
informal network exist at Transnet; network systems
however, it is not as that exist at

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systems that exist at clear and or insightful Transnet, in an

Transnet. as it could be. insightful manner.

Criteria: Does not meet the Meets the required Exceeds the required
Q.1.3 required standard standard standard
Identification 0 – 2 Marks 3 Marks 4 – 5 Marks
and Discussion Use this rubric to mark a maximum of five communication characteristics
identified and discussed – to a maximum of 25 Marks.
Communication  The student made  The student provided  The student
characteristics little to no effort to an accurate provided a clear and
of networks provide an accurate identification and accurate
(25 marks) identification and discussion of the identification and
discussion of the communication discussion of the
communication characteristics of communication
characteristics of networks can affect characteristics of
networks can affect Transnet’s networks can affect
Transnet’s communication Transnet’s
communication networks; however, it communication
networks. is not as clear and or networks, in an
insightful as it could insightful manner.
be.

Criteria: Does not meet the Meets the required Exceeds the required
required standard standard standard
Academic 0 – 2 Marks 3 Marks 4 – 5 Marks
writing,  The student provided  The student provided  The student
referencing, answers that had answers with a few provided answers
spelling, and many spelling and spelling and grammar with very few to no
grammar grammar errors that errors, these have a spelling and
(5 marks) have a significant minor impact on grammar errors that
impact on readability. readability. have no impact on
 First person/informal  Some instances of readability.
language is used informal language.
 Language is
throughout.  Information is gathered
academic
 No sources or the from several sources,
throughout.
information is but not all sources are
gathered from a academically sound.  Information
limited number of gathered from
sources or a single multiple,
source. academically sound
sources.

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Question 2 (Marks: 40)

Read the below case study and answer the questions that follow:

Jaguar changes its iconic logo in confusing rebrand, Elon Musk asks ‘Do you sell cars?’

In an effort to reinvent itself as an EV maker, Jaguar underwent a glossy yet rather confusing
rebrand that features models in colourful clothing but no cars.

British luxury automaker Jaguar unveiled its new logo in a pop art-inspired rebrand video on
Tuesday. The company, founded 102 years ago, is transitioning into a “new era” with its
upcoming all-electric vehicle lineup. “A new era begins today for Jaguar. A completely
transformed Jaguar brand recaptures an ethos to Copy Nothing that can trace its roots back to
the words of its founder, Sir William Lyons,” the company said in a press release.

Jaguar changes its iconic logo. But why?

In an effort to reinvent itself as an electric vehicle maker, Jaguar underwent a glossy yet rather
confusing rebrand that features a group of multiracial models in colourful techno-inspired
clothing. While the company is known for its luxury vehicles, oddly enough, its rebrand featured
no cars. Ditching its previous all-caps logo, Jaguar is now stylised as JaGUar.

The company's new logo consists of gold custom-font letters that spell out Jaguar in lowercase,
except for the G and U. “It is a powerful celebration of modernism – geometric form, symmetry

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and simplicity – demonstrating the unexpected by seamlessly blending upper and lowercase
characters in visual harmony,” the automaker, now EV maker said of its new logo.

In addition to its name, the company has also revamped its pouncing cat logo, known as the
leaper, which is Jaguar's “precious mark of provenance.” “Always leaping forward, it is a
representation of excellence and hallmark of the brand,” the company said of its redesigned cat
logo in the release.

Reflecting on Jaguar's unusually creative rebrand, Gerry McGovern, Jaguar Land Rover’s chief
creative officer, said, “This is a reimagining that recaptures the essence of Jaguar, returning it to
the values that once made it so loved, but making it relevant for a contemporary audience.”
The company's first EV is planned to go into production in 2026.

Jaguar's rebrand leaves netizens confused, Elon Musk asks ‘Do you sell cars?’
While the Jaguar's rebrand was surely eye-catching, it left netizens confused by not
incorporating any vehicles. “Do you sell cars?” tech billionaire Elon Musk wrote on X, to which,
the company responded, “Yes. We'd love to show you. Join us for a cuppa in Miami on 2nd
December? Warmest regards, Jaguar.” Most of the comments echoed similar sentiments, with
users asking the obvious - where are your cars?

“I thought you guys made cars??,” wrote one user, while a second asked, “Where's the car?”
The company replied with, “We do. All will be revealed,” and “The story is unfolding. Stay
tuned,” respectively. As the third user quipped, “What the actual hell is this,” Jaguar declared,
“The future.”
To access the full article, click in the link below:
Vaishnavi, A. 2024. Jaguar changes its iconic logo in confusing rebrand, Elon Musk asks ‘Do you
sell cars?’. Available online:
https://www.hindustantimes.com/world-news/us-news/jaguar-changes-its-iconic-logo-in-
confusing-rebrand-elon-musk-asks-do-you-sell-cars-101732047822791.html [Accessed 14
February 2025].

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“Corporate identity is one of the more prominent aspects that many organisations consider when
defining their relationship with customers, personnel and other important stakeholders. The
application of this identity across the corporate enterprise is one of the more important aspects of
communication that organisations must consider” (Angelopulo and Barker, 2013: p.56).

Use a free educational template of your choice from Canva https://www.canva.com/ to create a
diagram or an infographic that introduces stakeholders to the Jaguar rebrand. Your educational
diagram or infographic must also discuss the integration, implementation and management of
corporate identity in organisations.

Marks will be allocated as follows:

 Define corporate identity and discuss Jaguar’s new corporate identity, in relation to the
previous one (10 marks).
 Explain how corporate identity is implemented in an organisation, refer to the provided
case study to support your answer (10 marks).
 Van Riel (1995: 39–47) identifies three main models for the application (or integration) of
corporate identity. Identify and discuss the model Jaguar used to implement their new
corporate identity and propose solutions for what they could have done to minimize the
backlash they received (10 marks).
 Academic writing, referencing, spelling, and grammar (5 marks).
 Layout, clarity and presentation (5 marks).

N. B. Please remember to download and include your diagram/infographic in your Microsoft

Word document as a response to this question.

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Question 2: Educational diagram/infographic

Criteria: Does not meet the required standard Meets the required standard Exceeds the required standard
Discussion: 0 – 4 marks 5 - 7 marks 8 - 10 marks
Corporate identity  The student made little to no effort to  The student has defined corporate  The student has provided a clear and
(10 marks) define corporate identity and discuss identity and discussed Jaguar’s new accurate definition of corporate identity and
Jaguar’s new corporate identity, in corporate identity, in relation to the discussed Jaguar’s new corporate identity, in
relation to the previous one. previous one; however, the discussion is relation to the previous one. This has been
not as clear and or insightful as it could done in an insightful manner.
be.
Discussion: 0 – 4 marks 5 - 7 marks 8 - 10 marks
The implementation of  The student made little to no effort to  The student has explained how corporate  The student has provided a clear and
corporate identity explain how corporate identity is identity is implemented in an accurate explanation of how corporate
(10 marks) implemented in an organisation. organisation; however, the explanation identity is implemented in an organisation.
 Little or no reference has been made not as clear and or insightful as it could This has been done in an insightful manner.
to the provided case study. be.  Comprehensive reference has been made to
 Reference has been made to the provided the provided case study.
case study.
Discussion: 0 – 4 marks 5 - 7 marks 8 - 10 marks
Application/integration  The student made little to no effort to  The student has identified and discussed  The student has provided a clear and
model identify and discuss the model Jaguar the model Jaguar used to implement their accurate identification as well as a
(10 marks) used to implement their new new corporate identity and propose discussion of the model Jaguar used to
corporate identity and propose solutions for what they could have done implement their new corporate identity and
solutions for what they could have to minimize the backlash they received; proposed solutions for what they could have
done to minimize the backlash they however, the discussion is not as clear done to minimize the backlash they
received. and or insightful as it could be. received. This has been done in an insightful
manner.

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Question 2: Educational diagram/infographic

Criteria: Does not meet the required standard Meets the required standard Exceeds the required standard
Academic writing, 0 – 2 marks 3 marks 4 – 5 marks
referencing, spelling,  The student created a  The student created a  The student created a diagram/infographic
and grammar diagram/infographic with many diagram/infographic with a few spelling with very few to no spelling and grammar
(5 marks) spelling and grammar errors that have and grammar errors, these have a minor errors that have no impact on readability.
a significant impact on readability. impact on readability.  Language is academic throughout.
 First person/informal language is used  Some instances of informal language.  Information gathered from multiple,
throughout.  Information is gathered from several academically sound sources.
 No sources or the information is sources, but not all sources are
gathered from a limited number of academically sound.
sources or a single source.

Design: 0 – 2 marks 3 marks 4 – 5 marks

Layout, clarity and  The layout is disorganised and  The layout is organised and consistent,  The layout is exceptionally organised and
presentation inconsistent, and the design of the and the design of the diagram/ consistent, and the design of the diagram/
(5 marks) diagram/infographic is not neatly infographic is neatly presented. infographic is neatly presented.
presented.

[TOTAL MARKS: 100]

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