Course Title: Undertake project work

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: BUSM8720C

Course Title: Undertake project work

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - Diploma of Business (Public Relations)

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 60

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites


Course Description

This course covers the performance outcomes, skills and knowledge required to undertake a straightforward project or a section of a larger project. This unit addresses the management of projects, including developing a project plan, administering and monitoring the project, finalising the project, and reviewing the project to identify lessons learned for application to future projects.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPMG522A Undertake project work


1. Define project

Performance Criteria:

• Access project scope and other relevant documentation • Define project stakeholders • Seek clarification from delegating authority of any issues related to project and project parameters • Identify limits of own responsibility and reporting requirements • Clarify relationship of project to other projects and to the organisation's objectives • Determine and access available resources to undertake project


2. Develop project plan

Performance Criteria:

• Develop project plan including timelines, work breakdown structure, role and responsibilities and other details of how the project will be managed in relation to the project parameters • Identify and access appropriate project management tools • Formulate risk management plan for project, including occupational health and safety (OHS) • Develop and approve project budget • Consult team members and take their views into account in planning the project • Finalise project plan and gain any necessary approvals to commence project according to documented plan


3. Administer and monitor project

Performance Criteria:

• Take action to ensure project team members are clear about their responsibilities and the project requirements • Provide support for project team members, especially with regard to specific needs, to ensure that the quality of the expected outcomes of the project and documented time lines are met • Establish and maintain required record keeping systems throughout the project • Implement and monitor plans for managing project finances, resources (human, physical and technical) and quality • Complete and forward project reports as required to stakeholders • Undertake risk management as required to ensure project outcomes are met • Achieve project deliverables


4. Finalise project

Performance Criteria:

• Complete financial record keeping associated with project and check for accuracy • Assign staff involved in project to new roles or reassign to previous roles • Complete project documentation and obtain any necessary sign offs for concluding project


5. Review project

Performance Criteria:

• Review project outcomes and processes against the project scope and plan • Involve team members in the project review • Document lessons learnt from the project and report within the organisation

Learning Outcomes

Details of Learning Activities


A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule


Week No.


Activities and tasks


Induction to the course

Meet your teacher and class


Introduction to the PR industry

Pantene campaigns


A PR Campaign – The First Steps

Preventing obesity



Presentation of preventing obesity activity

White Shirt Campaign


Taking a brief

Working on assessment task one  


Client briefing from Colin Bailey, Head of Development Menzies School of Health Research

The Health Lab

The Health Lab SWOT analysis


Define and prepare campaign objectives, strategies and tactics

Identifying your target market




Key messages and how to write them

Mobile phone towers

Writing informative and persuasive messages

Individual feedback

Semester break 29 August – 4 September


Project management

Interactive mapping exercise of all the stages of a campaign from the briefing stage to post implementation



Pit stop



Working in pairs


Presenting to clients

Working ion pairs



Assessment work


Presentations in class



Remaining presentations

Student meetings where necessary



Resubmission period



Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks

This course is co-delivered and co-assessed with develop Public relaitons campaigns MKTG7944C



Assessment 1

Assessment Task 1: Analysis of Public Relations Campaign

Date handed out:                    Week 2

Date and time due:               Week 6 (to be uploaded on Blackboard no later than 11:55pm on Sunday 14 August 2016)

Individual:                              Individual assessment (30% of student mark)

Word count:                          750 words (-/+ 10%)


Analysis of public relations campaigns case study


Students are to research the campaign, identify the key campaign elements and perform a critical analysis of the campaign.


Your report needs to include:


  • Campaign introduction and summary – provide an overview of the campaign
  • Situational analysis – identify the issue that the campaign was tackling – consider why was a campaign was necessary when it was introduced. 
  • Research tools – identify two types of research that were possibly conducted prior to the campaign introduction.   
  • Target Audience – identify and describe the audience the campaign was targeted at
  • Strategy – describe the over-arching strategy that drove the campaign.  Consider the goals, objectives and strategies that would have helped formulate the campaign.  
  • Key Messages – describe the key message(s) the campaign tried to communicate
  • Tactics – identify the type and details of all the tactics used as part of this campaign
  • Evaluation Measures – identify at least two measures that could be used to evaluate the campaign



Submission Instructions

You should fill in this sheet with your name, number and the title of the assessment, attach your assessment and submit to Blackboard on or before the due date.
















Assessment 2

Assessment Task 2 – Campaign Development

Date handed out:                  Week 2

Date and time due:               Week 12 (to be uploaded to Blackboard no later than 11:55pm on  Sunday  2016)

Group:                                   Group assessment (40% of student mark)

Word count:                          2,000 words (-/+ 10%)

In pairs students will be required to develop a strategic and creative public relations campaign for Menzies School of Health Sciences based on their brief.

Key elements to include

  • Campaign name
  • Introduction - (details of what the campaign is about)
  • Research

Conduct primary and secondary research into the industry to:

  • identify key issues
  • competitor strengths and weaknesses
  • relevant trends
  • critical background information
  • key drivers for this market
  • demographic data
  • media consumption habits
  • Target audience
  • Campaign Strategy
  • Identify two separate over arching approaches that could serve to achieve the campaign objectives
  • Key message development
  • Detail key message concept – concentrate on themes for the campaign
  • Briefly describe key messages (minimum three messages)
  • Campaign Tactics
  • Outline the critical tactics that will comprise the backbone of the campaign (minimum six tactics such media release, events, guerrilla stunts, social media, viral, sponsorship, media kits, celebrity endorsement)
  • Evaluation methods
    • How is the success of the campaign going to be measured

PLEASE NOTE that all work must be free of spelling and grammar errors.



Details of Assessment:

Templates axamples will be provided throughout the semester.












Assessment 3

Assessment Task 3                Campaign Presentation

Date handed out:                    Week 2

Date and time due:                 Week 14 in class week (A copy of your presentation needs to be uploaded to Blackboard by 11:55 on Sunday 2016)

Group:                                    Group (30% of student mark)


In pairs prepare and present your campaign pitch outlining all the critical elements of the proposed campaign and a rationale as to why the campaign stands to achieve the objectives of the brief. 


Students need to submit:

  1. Visual support material – power point with a maximum of 15 slides
  2. Presentation to include one online visual support – highlight a website, you tube or competitor information.
  3. Handout material on campaign (maximum of 500 words)

Essential components of your presentation will include:

  • Outline your campaign
  • Present your material as creatively as possible
  • Show your budget and timeline


Ensure your presentation covers:

  • Background Information – outline what the brief required responding to and corresponding objectives, any relevant background research findings and identification of any key issues
  • Target Audience – identify and describe the primary audience
  • Strategy – describe the over-arching strategy that will drive the campaign including a rationale as to why this strategy should deliver on the objectives
  • Key Messages – describe the key message(s) the campaign will communicate
  • Tactics – identify the type and details of all the tactics used as part of this campaign including a rationale where appropriate. Include a summary as to the proposed creative direction.
  • Budget – show what budget you worked to
  • Timeline – highlight your key tasks
  • Limitations – describe any major barriers to success and strategies to mitigate limitations
  • Evaluation Measures – identify at least two evaluation measures
  • Conclusion – summary as to why the campaign pitch stands to create cut-through in the market and deliver on the brief’s objectives.


PLEASE NOTE that all work must be free of spelling and grammar errors.



Assessment Matrix

Course Overview: Access Course Overview