Course Title: Develop public relations campaigns
Part B: Course Detail
Teaching Period: Term2 2013
Course Code: MKTG5846C
Course Title: Develop public relations campaigns
School: 650T TAFE Business
Campus: City Campus
Program: C5281 - Diploma of Business (Public Relations)
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
RMIT, Building 80, Level 5, 445 Swanston Street, Melbourne, VIC 3000
Office: 9925 5486
Mobile: 0412 715 222
This course is co-delivered and co-assessed with course Manage Projects BUSM 6234C
Nominal Hours: 50
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
This unit applies to individuals in entry level or junior public relations roles who are required to develop public relations campaigns. As such they would undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBPUB402A Develop public relations campaigns
1. Research public relations campaigns
1.1. Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign
2. Prepare to implement public relations campaigns
2.1. Define and agree upon campaign objectives and campaign plan with client and other key stakeholders
3. Implement public relations campaigns
3.1. Implement public relations campaign in accordance with the plan
4. Review and evaluate public relations programs
4.1. Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness
This unit describes the performance outcomes, skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.
Details of Learning Activities
This unit describes the performance outcomes, skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders. A range of teaching and learning methods will be used to assess practical skills and knowledge which will include for this unit including:
• writing a business report on the outcomes of the project which will review portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
• observation of presentations
• oral or written questioning to assess knowledge of how the project relates to the organisation’s overall mission, goals, objectives and operations
• review of project risk management plan and project plan
• evaluation of project reports forwarded to stakeholders
• analysis of documentation reviewing project outcomes and processes against the project scope and plan
• evaluation of documentation outlining lessons learnt from the projec
Commencing 8 July - Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading – remind them of codes and no marks (codes at end of doc)
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website.)
• Feedback – when they can contact you and expect a response.
• Submission requirements – how all work must be uploaded and how
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – must check emails and bb shells weekly
Overview Courses Content and introduce assessments
Assignment Part A
Assignment Part B
Overview WIL Project for Manage Projects - Part A incorporating Event Management Plan checklist
Overview WIL Project for Develop a Public Relations Campaign - Part B incorporating elements for developing a PR campaign
Client presentation of WIL brief - AUSBIKE
Unpack the AUSBIKE brief
What makes a good Public Relations campaign?
What sort of campaign would suit the AUSBIKE brief
Week 7 & 8
Wrting Public Relations press releases for major projects/events
Mid semester break - 2 to 8 September 2013
Budgeting for a major event
Media channels and budgeting for a Public Relations/Advertising campaign
Administer and monitor campaignWeek 12 Major Assignment
Major Assignment in & preparation for oral presentation
Oral presentations to clients
Return final assessment and schedule any resubmission for next week
Overview of Assessment
Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.
Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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.
MKTG 5846C Develop Public Relations Campaigns (BSBPUB402A)
BUSM 6234C Manage Projects (BSBPMG522A)
These courses are taught in consultation with each other and are timetabled accordingly
Assignment 1 (Part A)
PLAN: EVENT MANAGEMENT PROJECT
Students will form into pairs and from a Work Integrated Learning project brief supplied by a real client will develop and event management plan. The brief calls for both wholesale and retail elements as part of the plan. The plan will be presented in document format (hard copy to boardroom presentation standard) and coupled with a 10 minute PPT presentation back to the real client
The brief will be delivered in class in week 3 and the plan document and PPT presentation delivered by student pairs in week 10.
Assignment 2: (Part B)
PLAN: PUBLIC RELATIONS CAMPAIGN
Remaining in pairs, students will develop a Public Relations campaign to launch the event (Part A), create continuous publicity throughout the event and devise an evaluation strategy to measure the success of the event.
The assignment will culminate in the development and production of a professionally presented document (hard copy) handed in week 14 of the semester.
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
• 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 website.
• 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 from the Student forms website.
• 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.
Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher
Course Overview: Access Course Overview