SOUTHERN CROSS UNIVERSITY
ASSIGNMENT COVER SHEET
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Student Name:
Student ID No.:
Unit Name:
Business Communication
Unit Code:
MNG81001
Tutor’s name:
Assignment No.:
1
Assignment Title:
Executive Summary
Due date:
23 July 2018 9AM
Date submitted:
23 July 2018
Declaration:
I have read and understand the Rules Relating to Awards (Rule 3 Section 18 –
Academic Misconduct Including Plagiarism) as contained in the SCU Policy
Library. I understand the penalties that apply for plagiarism and agree to be
bound by these rules. The work I am submitting electronically is entirely my
own work.
Signed:
(please type
your name)
Date:
23 July 2018
To: Tony, Chief Executive Officer (CEO), ZYZ Pty Ltd
From: ACB, Supervisor of Marketing, ZYZ Pty Ltd
Date: 19 July 2018
Subject: How do leaders use communications to execute strategy in the 21st century
In response to your request, I have had some research on the recent phenomenon of shifting
tactical communication to strategic communication within corporations. My thesis is that
strategic communication can improve company competitiveness and better execute strategies.
This argument is supported by three points: companies’ strategic communications are critical
to success (Argenti, Howell & Beck 2015, p. 61). Also, corporate communication is closely
aligned with implementation of strategy (Forman & Argenti 2005, p. 251). Additionally, using
strategic communication benefits company culturally.
Companies’ strategic communications are critical to success.
Companies with short-term and tactical approach to communication will be less competitive,
comparing with organisations which employ strategic communication internally (Argenti,
Howell & Beck 2015, p. 61). An important circumstance shows that companies having leaders
who are ‘omnipresent and hypercommunications’ are recognised as the top level in the world
