Course Title: Apply corporate social responsibility to public relations

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG7881

Course Title: Apply corporate social responsibility to public relations

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - Advanced Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Maroun Chamoun

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 unit describes the performance outcomes, skills and knowledge required to apply corporate, social responsibility (CSR) to public relations (PR) policy, i.e. planning for and communicating the establishment and maintenance of resource efficient and environmentally sustainable work practices.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VU21661 Apply corporate social responsibility to public relations


1. Explore how CSR applies to workplace PR strategies

Performance Criteria:

* Identify opportunities to apply CSR policy to appropriate PR strategies.
* Identify and consult stakeholders as a key component of policy development process.
* Incorporate strategies for minimising resource use, reductions in toxic material and hazardous chemical use, and employment of lifecycle management approaches at all stages of work.
*  Develop a policy that reflects the organisation’s commitment to CSR as an integral part of PR business planning and as a business opportunity.
* Agree on appropriate methods of implementation


2. Make recommendations on CSR application to PR policy

Performance Criteria:

 * Make recommendations for policy options based on likely effectiveness, triple bottom line, timeframes and cost.
* Promote the CSR policy and its expected outcome to key PR stakeholders.
* Assign responsibilities and inform those involved in implementing the policy of expected outcomes and activities to be undertaken.


3. Apply the policy

Performance Criteria:

* Implement strategies for continuous improvement in resource efficiency and business ethics to PR activity.
* Establish and assign record systems for tracking continuous improvements in CSR approaches.


4. Evaluate CSR policy

Performance Criteria:

* Document outcomes and provide feedback to key PR personnel and stakeholders.
* Analyse CSR policy and document successful aspects and possible improvements.
* Monitor records to identify trends that may require remedial action and use records to promote continuous improvement of performance.
* Modify policies and procedures to ensure improvements are made.

Learning Outcomes

Students have a full understanding of Corporate Social Responsibility and how to develop and implement policies and procedures to continuously support positive organisational initiatives through iactivities on the environment, consumers, employees, communities, stakeholders and all impacted members of the public sphere.

Details of Learning Activities

A range of in class activities, case studies and face to face delivery will provide a range of learning and teaching experiences for students.

Teaching Schedule

Week NoDateTopic
1Jul 09

Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
• Blackboard
Overview of Corporate Social Responsibility

2Jul16Apply CSR policy to PR strategies
3Jul 23CSR – Development process
4Jul 30Assessment 1 - Presentations
5Aug 06Policy options
6Aug 13Methods of implementation
7Aug 20Recommendations & Promotion of CSR to stakeholders
8Aug 27Delegating responsibilities
 Aug 31-Sep 6Mid Semester Break
9Sep 10Implementation of policy
10Sep 17Assessment 2 - Major Research Project
11Sep 24Review and evaluate CSR policy - Continuous improvement
12Oct  01Modification of policy
13Oct 08Revision
14Oct 15Assessment 3 - Presentation
15Oct 22Assessment 3 - Presentation
16Oct 29Assessment feedback /resubmissions

Learning Resources

Prescribed Texts


Other Resources

Relevant learning resources will be placed on the online learning hub (Blackboard) progressively throughout the semester. You will need to access this site on a weekly basis to ensure that you keep up to date with important information related to this course

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

Assessment Task 1 – Case study Presentation - 25%
Due date: Week 4 July 30

Submission procedure: This is a group assessment - 3 people maximum.

Requirements: You will be required to make a three minute presentation on the case study of your choice.

Assessment Task 2 – Major research project - 50%
Due date: Week 10 - Sep 17 
Submission procedure: This is a group assessment (2 students maximum per group) and it is to be printed out and uploaded to Blackboard using Turnitin.

This assessment focuses on the practical aspect of all elements of the unit and contributes to the learning objectives of this unit and will focus on the 4 elements of competency

You are to complete an analysis of an organisation in reference to its Strategies and its impementation of their Corporate Social Responsibility policy.

Assessment Task 3 – Presntations - 25%
Date handed out: Week 10 - Week of September 17
Date and time due: Week 14 &15 - Week of October 15 & 22
Group or Individual: This is a pair assessment conducted in front of class audience.

This assessment is a follow up on assessment two.

You are, in your team to make a 10 minute presentation of your findings from assessment two.

This assessment will again focus on the all four elements of the unit and contributes to the learning objectives of this competency. It is for students to demonstrate their grasp of the concepts and techniques used to Apply Corporate Social Responsibility.

All students are required to attend the presentations. Pair presentation times will be assigned and participants to be prepared to answer questions from audience and instructor in reference to the contents of the presentation in order to demonstrate competency.

Detailed marking guides will be provided for all assessments during the semester.

Submission Requirements

You should:

• Ensure that you submit assessments on or before the due date.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of each assessment task is available on blackboard.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers.

For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Assessment Matrix

Marking Guide (Competency):

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.

You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.

Marking Guide (Grading)

After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:

CHD - Competent with High Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved – Graded
NYC - Not Yet Competent
DNS - Did Not Submit for assessment
Other Information

Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information:
Form to use:

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.
More Information:;ID=g43abm17hc9w (unresolved)
Form to use:

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment:
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information:;ID=7usdbki1fjf31 (unresolved)

Assessment Matrix

Course Overview: Access Course Overview