Course Title: Apply corporate social responsibility to public relations

Part B: Course Detail

Teaching Period: Term2 2017

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: 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

Maroun Chamoun

maroun.chamoun@rmit.edu.au

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

None

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

Element:

1. Explore how CSR applies to workplace PR strategies

Performance Criteria:

1.1      Identify opportunities to apply CSR policy to appropriate PR strategies.

1.2      Identify and consult stakeholders as a key component of policy development process.

1.3      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.

1.4      Develop a policy that reflects the organisation's commitment to CSR as an integral part of PR business planning and as a business opportunity.

 1.5      Agree on appropriate methods of implementation.

Element:

2. Make recommendations on CSR application to PR policy

Performance Criteria:

2.1 Make recommendations for policy options based on likely effectiveness, triple bottom line, timeframes and cost.

2.2 Promote the CSR policy and its expected outcome to key PR stakeholders

2.3 Assign responsibilities and inform those involved in implementing the policy of expected outcomes and activities to be undertaken.

Element:

3. Apply the policy

Performance Criteria:

3.1 Implement strategies for continuous improvement in resource efficiency and business ethics to PR activity.

3.2 Establish and assign record systems for tracking continuous improvements in CSR approaches.

Element:

4. Evaluate CSR policy

Performance Criteria:

4.1 Document outcomes and provide feedback to key PR personnel and stakeholders.

4.2 Analyse CSR policy and document successful aspects and possible improvements.

4.3 Monitor records to identify trends that may require remedial action and use records to promote continuous improvement of performance.

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

We expect you to participate and contribute in all scheduled learning activities. Students are encouraged to attend all sessions to gain the most from this course.


Teaching Schedule

Week No

Date

Topic

1

Jul 03

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

2

Jul 10

Apply CSR policy to PR strategies

3

Jul 17

CSR – Development process

4

Jul 24

Policy options

5

Jul 31

Assessment 1 - Presentations

6

Aug 7

Assessment 1 - Presentations

7

Aug 14

Methods of implementation

8

Aug 21

Recommendations & Promotion of CSR to stakeholders

 

Aug 28 -Sep 1

Mid Semester Break

9

Sep 4

Delegating responsibilities

10

Sep 11

Implementation of Policy

12

Sep 18

Review and evaluate policy

12

Sep 25

Modification of policy

13

Oct 2

Continuous improvement and Modification of policy

14

Oct 9

In class Work - Assessment 2 due on Sunday Oct 15 @ 23:59

15

Oct 16

Final Revision

16

Oct 23

Assessment feedback /resubmissions


Learning Resources

Prescribed Texts


References


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

Assessment Instructions

Overview

Students must demonstrate an understanding of all elements of competency to be deemed competent.

 A range of assessment methods are used to assess practical skills and knowledge

There are 2 assessment tasks in this unit. You must successfully complete the two assessments to be deemed competent in this unit.

Evidence of the following is essential:

  • Candidate’s involvement as a key person in planning, developing, implementing and evaluating CSR policies and that the developed policies apply to workplace PR strategies
  • Implementation strategy, as part of the policy, that has been devised, implemented and reviewed showing a measurable improvement.
  • Communicating with stakeholders to discuss possible approaches to policy development and implementation
  • Reviewing and improving policies by identifying improvements and benchmarking against industry best practice and attempting new approaches continuously over time.

Assessment 1 – Case study Presentation - 50%

Date handed out: Week 1

Date and time due: In class - Week 5 & 6 Jul 27 & Aug 7

Group or Individual: Group – Maximum of Three people  

Purpose:

This assessment has been designed to allow students to investigate CSR relationship to Public Relations, based on an assigned article in addition to internet research

Requirements:

You are to read assigned article and research the required topics referring to Marking Guidefor details on specific elements required and present your findings to the audience.

Produce a 5-minute presentation (using PowerPoint, Prezi etc.) that covers the requirements. Ensure that your text, graphs and images are readable and your presentation looks professional and complete. Rehearse your presentation with your peer before the presentation day.

Submission Requirements:

Students are required to upload INDIVIDUALLY into Blackboard the following documents by the due date

  1. Speaker’s notes attached to coversheet
  2. PowerPoint or PDF file of the presentation

Suggested structure and marking guides will be prepared and discussed extensively during classes. Refer to Marking Guide for details on specific elements required and on how this assessment will be graded.

Please note that submissions are not to be emailed. Any emailed assessments will be deleted immediately and considered as not submitted.

Assessment 2 – Major research project - 50%

Assessment Task 2 – Written Report

Date handed out: Week Two

Date and time due: Week 14 – to be uploaded by Sunday Oct 15 @ 23:59

Group or Individual: Group – maximum THREE

Purpose:

Students must demonstrate an understanding of all elements of competency to be deemed competent.

A range of assessment methods are used to assess practical skills and knowledge

There are 2 assessment tasks in this unit. You must successfully complete both assessments to be deemed competent in this unit.

Requirements

Students are to prepare: 

  • Research an Australian organisation that incorporates “Corporate Social Responsibility” in its strategies.
  • Describe their CSR policies and discuss. Analyse its activities and how those activities are reflecting on their performance.
  • How do the activities align with the overall organisational strategies?
  • Review and make recommendations on how to develop and improve areas related to these strategies.

Students are to participate in “Review Pit Stops”:

As an integral part of this assessment THREE “Review Pit Stops” will be conducted during class time. Each group member will chair one of the pit stop meetings held with the client (the teacher). Criteria for what constitutes a successful pit stop meeting is provided as part of the marking guide for this assessment.

While the project itself will receive an overall group grade, individual grades will be adjusted downwards accordingly for any group member who does not participate in all three pit stop meetings or does not chair a successful pit stop meeting

Submission Requirements:

Students are required to upload INDIVIDUALLY into blackboard, by the due date, the report pasted onto the coversheet document by the due date.

Suggested structure and marking guides will be prepared and discussed extensively during classes. Refer to Marking Guide for details on specific elements required and on how this assessment will be graded.

Please note that submissions are not to be emailed. Any emailed assessments will be deleted immediately and considered as not submitted.

 

Submission Requirements

All Assessment tasks need to be submitted via Blackboard. Email submission will not be accepted.

You should:

  • Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz
  • 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 work for assessment 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 “Develop a workplace policy and practices for sustainability, Page 1 of 10.”

 

 

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:  http://www.rmit.edu.au/students/assessment/extension

Form to use:  http://mams.rmit.edu.au/seca86tti4g4z.pdf

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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w (unresolved)

Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

 

 

Resubmissions (VET Programs):

 

If you are found to be Not Yet Competent 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: http://rmit.edu.au/browse;ID=7usdbki1fjf31

 

 

Marking Guide (competency):

Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT).  So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention. You need to demonstrate you are competent in each element of the unit of competency you are studying. You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading. Please refer to the Final Grades table below.

 

 

Resubmission Guide:

Once a student has submitted an assessment task, a resubmission may be granted if deemed NYC. On resubmission, a student will not receive a grade higher than CAG (Competency achieved)

 

 

Marking Guide (Grading)

After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills. The grading is according to the following criteria:

1. LEVEL OF INDEPENDENCE, INITIATIVE, ENTERPRISE AND PERFORMANCE OF WORK TASK

Students are expected to complete all tasks independently as specified in the assessment tasks requirements. Throughout the course students will have to demonstrate a deeper understanding of sustainability practices within an organisational framework and how planning a policy for sustainability can affect the business environment. Developing a sustainability policy requires a step-by-step approach in which students will define the aim and objectives, the scope, strategy and action plan of such policy. Throughout the course students will have to have engaged and shown initiative in applying such skills in different parts in the policy development process.

 

  1. DEMONSTRATED BREADTH OF UNDERPINNING KNOWLEDGE AND A WILLINGNESS TO CONTINUE LEARNING 

    Students are expected to build upon the knowledge and skills gained throughout the course and apply them in the development process of the policy. It is expected that students will have researched different approaches to sustainability practices and are able to communicate and assess the effectiveness of a variety of policy approaches. Students are expected to demonstrate their ability to adopt and develop new sustainability practices through a process of continuous exploration of new approaches.

    3. TECHNIQUES & PROCESSES, TECHNOLOGY SKILLS AND PROBLEM SOLVING

    As part of the policy development process students are expected to analyse sustainability challenges and develop a strategy and an action plan to address those challenges. Students will formulate solutions using industry best practices and benchmarks to qualify techniques and processes in their approach. Students are expected to qualify their chosen solutions to environmental challenges and demonstrate the process behind such solutions.

    4. WORK ORGANISATION, PLANNING AND SELF MANAGEMENT 

    As the unit is delivered in a ‘blended mode’, i.e. online and face-to-face students are expected to work on their tasks and self manage their workload accordingly. Students will need to plan their workflow guided by the BlackBoard portal and submit their completed tasks on time. It is expected that students will upload ‘work-in-progress’ files and have a backup plan for potential eventualities, such as file damage, accidental deletion, peer work unavailable, …etc.

    5. COMMUNICATION, PEOPLE NETWORKING, LANGUAGE AND INTERPERSONAL SKILLS AND TEAMWORK

    As part of the assessment, students are required to present their policy with the aim for management adoption. Students will use their skills to influence the audience while communicating the benefit of their policy, how it was developed as a team approach and the overall value proposition of their policy.

 

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

 

Further information regarding the application of the grading criteria will be provided by your teacher.


Assessment Matrix

Course Overview: Access Course Overview