Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term2 2016

Course Code: MKTG5844C

Course Title: Develop and apply knowledge of public relations industry

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: sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

+61 99255522

alain.grossbard@rmit.edu.au

Nominal Hours: 80

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

None

Course Description

This unit describes the performance outcomes, skills and knowledge required to research, analyse and apply knowledge of the various components of the public relations industry, including legal and ethical constraints and strategic communications management planning.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB401A Develop and apply knowledge of public relations industry

Element:

1. Apply knowledge of the public relations industry

Performance Criteria:

Unit Requirements
Elements/Performance Criteria
1. Apply knowledge of the public relations industry
1.1. Seek information on the structure and operation of the public relations industry
1.2. Identify and access sources of information on the public relations industry
1.3. Obtain information on public relations industry sectors, associations, networks and societal role
1.4. Identify and access information on key stakeholders
1.5 Apply industry information appropriately in everyday activities related to typical work roles

Element:

2. Identify industry employment obligations and opportunities

Performance Criteria:

2. Identify industry employment obligations and opportunities
2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry
2.2.Apply information on employment opportunities and obligations in everyday activities related to typical work roles

Element:

3. Conduct strategic communications management planning

Performance Criteria:

2. Identify industry employment obligations and opportunities
2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry
2.2.Apply information on employment opportunities and obligations in everyday activities related to typical work roles
3. Conduct strategic communications management planning
3.1. Establish purpose and processes for setting objectives in the workplace
3.2. Identify and apply appropriate planning and measurement tools to workplace objectives
3.3. Develop critical success factors for the communications

Element:

4. Update industry knowledge

Performance Criteria:

4. Update industry knowledge
4.1. Conduct formal and informal research to update general knowledge of the industry continuously
4.2. Monitor current issues of concern to the industry
4.3. Share updated knowledge with client and colleagues
4.4. Incorporate updated knowledge into everyday activities related to typical work roles

Learning Outcomes



Details of Learning Activities

Cover a series of weekly activities covering discussions, presentations and written activities


Teaching Schedule

 

 Week commencing 4 July 2016

Week

 

Topics/Learning Outcomes

Assessment Details (include due dates and when feedback will be provided)

1 (4 July 2016)

Course Induction

  • Course delivery and assessment details
  • Online learning environment – go through Blackboard shell
  • Overview of assessment requirements
  • Competency/Grading Criteria
  • Pre-Training Review including Recognition of Prior Learning & Credit Transfers and Assessment of current skills and knowledge
  • Plagiarism – must have signed cover sheets on all assessments
  • Appeals – take them through this process and where it is on website
  • Extensions – take them through process (details on website.)
  • Feedback – when they can contact you and expect a response.
  • Privacy
  • Submission requirements – how all work must be uploaded and how
  • Resubmission policy – one resubmission, marked to a pass allowed
  • Where to get support  - Student study support details
  • Student responsibilities – must check emails and bb shells weekly

 

Pre-Training Review

Confirm completion of LLN skills analysis. Program map to confirm all students are correctly enrolled

 

2 (11 July)

       Introduction - What is PR and understanding public relations and the PR   practitioner’s role and responsibilities

 

3 (18 July)

PR trends and developments

Assessment 1 (Activity)

4 (25 July)

PR planning – goals and objectives

Assessment 1 (Activity)

5 (1 August)

Theories of communications

Assessment 1 (Activity)

6 (8  August)

PR and marketing

Assessment 1 (Activity)

7 (15 August)

Overview of what has been learnt

 

8 (22 August)

  Publicity and media relations

 

9 (29 August)

 

 

Mid Semester Break (29 August – 2 September)

 

 

10 (5 September)

Issues and Crisis Management

Assessment 1

11 (12 September)

Major Assignment

Submission

12

Community and Government relations

Assessment 1

13

Test

Assessment 3

14

Presentation of Major Assignment

Assessment 2

15

Presentations of Major Assignment

 Assessment 2

16

Return final assessment and schedule any resubmission for next week

Resubmission

 


Learning Resources

Prescribed Texts


References


Other Resources

Nil


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

 

Overview

Student need to successfully complete all 3 assessments in this course to be deemed competent.

 Assessment 1        Portfolio of class activities (60% of total assessment)

                       Individual /groups                                                                                                                                                   

  • Length: Varies between 100 – 300 words
  • 6-8 activities performed in class
  • Aim:     Analyse and describe current or past PR events using public relations concepts and tools.

           Apply skills in finding information using online resources, books, journals and newspapers.

 

Assessment 2        Test covering lectures and activities/workshops (20% of total assessment)

 Individual                                                                                                                                                      

  • Aim:   Covers students’ knowledge, skills in public relations concepts and strategic thinking will be tested based on lecture notes and activities covered during the semester. 

 

Assessment 3   Major Assignment – Interview a Public Relations Practitioner (20% of total assessment)

Individual Report on what the student learnt from meeting and discussing public relations from a PR practitioner

  • Individual Interviews            
  • Length: 1500 words
  • Presentation: 10 minutes                                                                                                                           
  • Aim: This assignment requires you to interview a public relations practitioner and write a report on their activities.  


Assessment Matrix

 See Assessment guide for assessment matrix

Other Information

Nil

Course Overview: Access Course Overview