Course Title: Apply corporate social responsibility to public relations

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7881

Course Title: Apply corporate social responsibility to public relations

School: 650T Vocational Business Education

Campus: City Campus

Program: C6155 - Advanced Diploma of Marketing and Communication

Course Contact: Sally Parrott

Course Contact Phone: +61 3 99255175

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 describesthe performanceoutcomes,skillsandknowledgerequiredtoapplycorporate, social responsibility(CSR) topublic relations(PR)policy,i.e.planningfor andcommunicatingthe establishmentand maintenanceof resourceefficientandenvironmentallysustainablework practices.Itincludesdevelopingandimplementingpoliciesand procedurestocontinuouslysupport positiveorganisationalinitiativesthroughitsactivities on theenvironment,consumers,employees, communities,stakeholdersand allimpactedmembersof thepublic sphere


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VU21661 Apply corporate social responsibility to public relations

Element:

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.

Element:

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.

Element:

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:

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.


Learning Outcomes


You will learn how to  support processes and techniques necessary to develop approaches to CSR within organisations or a large enterprise.


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

Feb 06

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 Cluster:

  • Corporate Social Responsibility
  • Sustainability

2

Feb 13

Apply CSR policy to PR strategies

3

Feb 20

CSR – Development process

4

Feb 27

Assessment 1 - Presentations

5

Mar 6

Policy options

6

 (Mon Labour day)

Mar 14

Methods of implementation

7

Mar 20

Recommendations & Promotion of Sustainability & CSR to stakeholders

8

Mar 27

Delegating responsibilities

9

Apr 3

Implementation of Policy

10a

Apr 10

Review and evaluate policy - Continuous improvement

Apr 13 -Apr 19

Mid Semester Break

10b

Apr 20

Review and evaluate policy - Continuous improvement

11

Apr 24

Assessment 2 - Major Research Project

12

May 1

Modification of policy

13

May 8

Revision

14

May 15

Assessment 3 - Presentation

15

May 22

Assessment 3 - Presentation

16

May 29

Assessment feedback /resubmissions


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

 

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:

Skills Evidence

effective management of different points of view and dissenting stakeholders

 

• flexible communication skills to:

o enable clear and direct communication, using questioning to identify and confirm requirements, share information, listen and understand

o read and interpret complex and formal documents, such as policy and legislation

o suit different audiences and support information flow between various internal and external stakeholders, using language and concepts appropriate to cultural differences

o use and interpret non-verbal communication

• written skills to prepare written reports requiring:

o precision of expression

o language and structures suited to the intended audience

• innovation and problem solving skills to:

o analyse problems

o apply knowledge about policy to devise policies and procedures around impact upon the environment, consumer practices, employee behaviour, energy usage and resource efficiency and new technologies

o identify improvements and customer service

• research, analyse and present information and techniques

• team work for consultation and validation of policies and procedures

• technology skills for use of software systems, communication, and creating documents and reports.

Knowledge Evidence

 

 

the business case for CSR and how it applies to PR practices

• benchmarking against best practice approaches and support for new approaches

• best practice approaches relevant to industry and work area

• environmental or sustainability legislation, regulations, compliance and codes of practice applicable to industry and organisation

• policy development processes and practices and other relevant organisational policies, procedures and protocols

• principles, practices and available products, tools, technology and techniques of sustainability management relevant to the particular industry context

• quality assurance systems relevant to own organisation

• relevant products, technology, systems and procedures to aid in the achievement of an effective
CSR policy in the workplace

• sustainability and triple bottom line principles and concepts

• terms and conditions of employment, including:

• equity and diversity principles

• WHS implications of policy being developed

• policies and procedures

 


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 3 assessment tasks in this unit. You must successfully complete all 3 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 - 25%

Date handed out: Week 1

Date and time due: In classWeek 4 Feb 27

 

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 to present your findings to the audience.

Refer to Marking Guide for details on specific elements required.

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.


Each student will prepare: and submit supporting material for their presentation, including: 

  • Speaking notes (to include Presentation plan)
  • Visual aids

Assessment 2 – Major research project - 50%

Assessment Task 2 – Written Portfolio

Date handed out: Week Two

Date and time due: Week 11 – to be uploaded by Sunday April 30 @ 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 3 assessment tasks in this unit. You must successfully complete all 3 assessments to be deemed competent in this unit.

 

Requirements

Students are to prepare: 

  • Research an Australian organisation that incorporates “Corporate Social Responsibility”  & Sustainability in its strategies.
  • Describe their CSR & Sustainability 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.

Refer to Marking Guide for details on specific elements required.

To facilitate your task, ensure that the chosen Australian organisation has published/ communicated environmental or corporate responsibility reports.

You will need to cover areas including:

Its Corporate Responsibility Strategy

Its Workplace Sustainability Strategy

To whom does the organisation have responsibilities?

Its Ethical and Sustainability Startegy/ies

Environmental Management

Its CSR Reporting standards

Continuous Improvement

Submission Requirements:

  • Report title page
  • Table of contents
  • Use of Heading styles
  • Referencing
  • 2000 word (guideline)
  • Name your presentation file MC_ACSR-SUS_A2_yourname_yourpartnersname
  • Your report to be pasted to this document and submitted via Blackboard (Turnitin)
  • Be aware that your file will need to be a Microsoft Word file (Apple Pages is not recognised by Blackboard)

 

Assessment Task 3 – Presentation – 25%

Date handed out:  Week 10a & 10b - Week of Apr 10 & 17 

Date and time due:  Week 14 & 15 - Week of May 15 & 22

Group or Individual: Group (maximum Three, same group members as assessment 2), as per second assessment   

                          

Purpose:

Based on Assessment two report, students will present their work to class. 

 

Requirements:

The weighting of the mark is:

25% for team preparation

75% of the mark for individual delivery and ability to demonstrate understanding of all elements

Attendance in week 14 & 15 is COMPULSORY. Failing to attend both sessions will result with an NYC grade unless a Special Consideration has been granted by the University

You will need to identify the following for your selected organisation:

  1. The corporate social responsibility values for your chosen organisation (from project) and how they relate to organisation’s mission
  2. Determine which of the three models of CSR (Classical/ Contemporary/ Stakeholder) is most applicable for your chosen organisation and explain the reasons behind that.
    1. Write a CSR statement for your selected Company based on the model selected. (Provide examples to support your approach)
    2. Recommend PR activities to promote CSR policies and support environmental sustainability values
    3. Provide examples from your project/research to support your approach. Justify your recommendations with examples.
  3. The benefits and drawbacks of the organisation’s CSR & Sustainability initiatives
  4. Examples of ethical and unethical means the company could use to influence people through PR
  5. Review workplace sustainability policy implementation
  6. Based on your recommendation, explain the PR methods and tools that should be used by your chosen organisation to promote its CSR values.

Refer to Marking Guide for details on specific elements required.

Details of Assessment:

Presentations will be done in class – this is an essential component of achieving competency in this subject.

 


Assessment Matrix

Course Overview: Access Course Overview