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: C6155 - Advanced Diploma of Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: +61 3 99255175

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 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


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.


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.


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.


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




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 Cluster:

  • Corporate Social Responsibility
  • Sustainability


Jul 10

Apply CSR policy to PR strategies


Jul 17

CSR – Development process


Jul 24

Policy options


Jul 31

Assessment 1 - Presentations


Aug 7

Assessment 1 - Presentations


Aug 14

Methods of implementation


Aug 21

Recommendations & Promotion of Sustainability & CSR to stakeholders


Aug 28 -Sep 1

Mid Semester Break


Sep 4

Delegating responsibilities


Sep 11

Implementation of Policy


Sep 18

Review and evaluate policy


Sep 25

Modification of policy


Oct 2

Continuous improvement and Modification of policy


Oct 9

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


Oct 16

Final Revision


Oct 23

Assessment feedback /resubmissions

Learning Resources

Prescribed Texts


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


This course is co delivered and co assessed with BUSM7938C Develop workplace policy and procedures for sustainability.

Assessment Instructions


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  


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


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


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.


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.

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;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:

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 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:;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:


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.



    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.


    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.


    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.


    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