Course Title: Apply corporate social responsibility to public relations

Part B: Course Detail

Teaching Period: Term1 2021

Course Code: MKTG8054

Course Title: Apply corporate social responsibility to public relations

School: 650T Vocational Business Education

Campus: City Campus

Program: C6169 - Advanced Diploma of Business (Public Relations)

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Marion Camilleri

marion.camilleri@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. It includes developing and implementing policies and procedures to continuously support positive organisational initiatives through its activities on the environment, consumers, employees, communities, stakeholders and all impacted members of the public sphere.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VU22810 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.

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 to CSR performance.
4.4 Modify CSR policies and procedures in accordance with
organisational requirements.

Learning Outcomes


You will acquire competency and a full understanding of Corporate Social Responsibility and how to develop and implement policies and procedures to continuously support positive organisational initiatives through PR activities related to the environment, consumers, employees, communities, stakeholders and all impacted members of the public sector.

 

 


Details of Learning Activities

This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.


Teaching Schedule

Apply Corporate Social Responsibility to Public Relations

Week

Week commencing

Topic

Assessment

1

8th February 

Introduction to course/ 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
• Canvas

Activity 1 due

2

15th February 

CSR concepts

Activity 2 due

3

22nd February 

CSR & Ethics

Activity 3 due

4

1st March

CSR Work practices

Activity 4 due

5

8th March

CSR Stakeholders

 

6

15th March

Assessment 1 -CSR Planning - workshop

 

7

22nd March

Implementing CSR work practices

AT1 Due: CSR Planning

8

29th March

Environmental work practices

  

 

 Mid Semester Break 1st April – 7th April 

 

9

12th  April 

CSR activities and gap analysis

 

10

19th April 

Delegating responsibilities

  

11

26th April 

Implementation of Policy

 

12

3rd May 

Evaluate CSR and continuous improvements

AT2 Due: CSR Implementation

13

10th May 

Evaluation of CSR policies

 

14

17th May 

Evaluation and modification of CSR policies

  

15

24th May 

Assessment 3 workshop

AT3 Due: CSR Evaluation

16

31st May 

Summary of key learnings, Resubmissions 

 

17

7th  June 

Grade Entry

 

 


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


Overview of Assessment

Assessment Methods

A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in CSR:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Knowledge tests
  • Practical display with personal interview, presentations or documentation
  • Case studies
  • Real situations
  • Interaction with others.

 

You will be assessed on the criteria below:

Required skills

  • effective management of different points of view and dissenting stakeholders
  • communication skills to:
  •     enable clear and direct communication, using questioning to identify and confirm requirements, share information, listen and understand
  •     read and interpret complex and formal documents, such as policy and legislation
  •     think laterally
  •     suit different audiences and support information flow between various internal and external stakeholders, using language and concepts appropriate to cultural  differences
  •     use and interpret non-verbal communication
  • written communication skills to prepare written reports requiring:
  •     precision of expression
  •     language and structures suited to the intended audience
  • innovation and problem solving skills to:
  •     analyse issues from many points of view
  •     think laterally
  •     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
  •     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

Required knowledge

  • 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

Evidence required to demonstrate competency in this unit

  • the application of organisational policy for CSR to PR activity, ensuring that application methods comply with legislative requirements and contain an implementation strategy that shows a measurable improvement using chosen CSR indicators
  • the review of CSR policy after implementation
  • communicating with relevant stakeholders
  • gathering information from a number of sources (including regulatory sources, relevant personnel and organisational specifications) to plan and develop policies
  • the development of monitoring policies for evaluating data on organisational CSR practices
  • use of word processing and other basic software to interpret charts, flowcharts, graphs and other visual data and information and to write reports.

Assessment Conditions

Assessment will be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the workforce development – diversity field of work and include access to:

  • organisational policies and procedures 
  • business technology
  • case studies and, where possible, real situations with the public relations industry
  • interaction with others.

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met. You will be provided with feedback throughout the course to check your progress.

Feedback

Feedback will be provided throughout the semester in class and/or with online discussions.

You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. You can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

Assessment 1 - CSR Planning

Due:  Week 7

You must develop a CSR policy that is justified by research and consultation.

You must undertake research on your business to identify opportunities for the implementation of CSR policy across at least two (2) public relations strategies.   This could be strategies that relate to a single client who is currently developing or in the early stages of strategy implementation OR it could relate to the actual PR business and their approach to procurement, client attraction or similar internal strategies. You will need to be able to:

·       Plan for and develop CSR policy for the strategies

 

Assessment 2 - CSR Implementation

Due:  Week 12

You must implement the CSR policy and aligned strategies.

This task follows on from Assessment Task 1. 

You have achieved agreement on your CSR business case and it is time to implement aspects of the plan.   You must use the implementation plan, your CSR policy and the strategies identified in AT1.

You will be assessed against the criteria in the Marking Guide at Section B of this assessment. You should refer to this criteria to plan your approach to successfully completing the following activities and producing portfolio evidence:

1.       Communicate the CSR policy to the stakeholders

2.       Communicate the CSR responsibilities and accountabilities to relevant or key personnel

3.       Develop policies, procedure and other tools to support CSR policy achievement

4.       Implement the continuous improvement processes for both the CSR policy and any aligned business ethics

 

Assessment 3 - CSR Evaluation

Due:  Week 15

You must evaluate the success of your CSR policy.

This task follows on from Assessment Tasks 1 and 2.

You must collect, collate, analyse and interpret information from the sources listed in the criteria in the Marking Guide at Section B of this assessment to identify and act on opportunities for CSR policy and compliance improvement.

Use the following steps as a guide to complete this assessment successfully:

1.       Complete the analysis to identify trends and opportunities.

2.       Document your findings in a short evaluation report.

3.       Forward the report with feedback to the stakeholders to effect policy improvements.   You will need to submit evidence of providing that feedback to the stakeholders.

4.       Finally, make adjustments to your policies procedures and other documentation based on your findings about the need for these to improve. 


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements  

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as an ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • 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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     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.   Re-submissions   Successful re-submissions will contribute a CA only (Competency Achieved) result to your overall grade for the course.   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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   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.      Final Grades table:       CA Competency Achieved  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

Course Overview: Access Course Overview