Course Title: Manage organisational communication strategies

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: BUSM6396C

Course Title: Manage organisational communication strategies

School: 650T Vocational Business Education

Campus: City Campus

Program: C6102 - Advanced Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Fiona McQueen
Phone:  9925 1612

Nominal Hours: 25

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 applies to workers who have an organisation wide role in the development and management of communication strategies. It has no explicit people management requirements however it does require high level skills around interpersonal relationships and communication.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

PUACOM004B Manage organisational communication strategies


1. Develop communication strategies

Performance Criteria:

1.1 Strategies for effective internal and external dissemination of information are developed to meet the organisation's requirements.

1.2 Special communication needs are considered in developing strategies to avoid discrimination in the workplace.

1.3 Communication strategies are analysed, evaluated and revised where necessary to make sure they are affective. 


2. Establish and maintain communication pathways

Performance Criteria:

2.1 Pathways of communication are established to meet requirements or organisation and workforce.

2.2 Pathways are maintained and reviewed to ensure personnel are informed of relevant information.  


3. Promote the use of communication strategies

Performance Criteria:

3.1 Information is provided to all areas of the organisation to facilitate implementation of the strategy

3.2 Effective communication techniques are articulated and modelled to the workforce.

3.3 Personnel are given guidance about adapting communication strategies to suit a range of contexts. 

Learning Outcomes

This unit covers competency in developing, implementing, reviewing and evaluating communication strategies and promoting effective communication techniques in the workplace.

Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time. 

Teaching Schedule

Week 1
Course Induction

Week 2
Business Writing ,Business Letters
Writing in plain English & technology capabilities

Week 3
Report Writing - Planning,
Formatting and structuring - Drafting/Planning

Week 4
Report Writing - Planning, Formatting and structuring (cont.)

Week 5
Identifying & recruiting respondents
Preparing data gathering resources

Week 6
Direct marketing

Week 7
Social networking in marketing
Blogging, twitter, MySpace, Facebook, tumblr

Week 8
Tender Document and Public Notices

31 August - 4 September Mid-Semester Break

Week 9
Press release writing
Format, key message, timing, method

Week 10 
Publications, leaflets, brochures
Format, layouts, content, house styles

Week 11
Speech writing – Communication strategies to diverse audiences

Week 12
Role of websites in marketing
Website text

Week 13
Presentation development
Formats, style

Week 14
Instructions, Procedures, Manuals

Week 15
Communication Presentations

Week 16
Communication Presentations
Assessment Feedback

Week 17 - 10 November
Assessment Feedback
No classes - Resubmissions only

Learning Resources

Prescribed Texts


Other Resources

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.

Assessment Tasks

This course is co-delivered and co-assessed with OFFC5208C Write Complex Documents

Students are to choose a real life Australian organisation listed on the Australian Stock Exchange (ASX) with in excess of 300 staff. You will be using this organisation for all three major assessments pieces.

Assessment Task 1. (Individuals – portfolio of work - Due week 7)

Students are required to complete 5 of 7 classroom tasks. All submitted classroom activity will be marked competent or not yet competent and will then contribute to a final assessment grade.

From the class activity submit
• Trade press release (300 words)
• Consumer press release (300 words)
• Website copy – new page (400 words)
• Brochure – trade (200 words)
• Internal communication plan
• Business letter
• Newsletter article for a staff newsletter (500 words)

 Task 2 (Individual - Due Week 12)
 Choose a real life Australian organisation listed on the Australian Stock Exchange (ASX) with in excess of 300 staff. Prepare:
 5 page corporate annual report – (minimum 2500 words)

Each report must include:
• Cover
• Table of contents
• Executive Summary
• Foreword
• Report on past year’s achievements
• Report on future plans

Task 3. Presentation (Individuals or in pairs - Due week 15)

Working individually or in pairs, students are to research an issue from their chosen organisation and prepare a presentation to present in class.

You are to identify an issue/topic that the organisation you have been researching has or is facing and plan and present a full presentation. You can choose from an audience group of:
• Internal audience of corporate executives
• External audience of shareholders
• External audience of third parties, ie: stockists of your products.
(You need to identify this audience in your speech).

Students are required to submit:
• Written visual aids – ie, supporting powerpoint slides that link to your speech
• Presentation plan

Further instructions:
• Your total presentation must run for a minimum of 10 minutes and a maximum of 20 minutes.
• The presentations will be presented in class on week 15.

 More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found 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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

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
Form to use:
If you are found to be unsuccessful 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”.

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

Assessment Matrix

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.

Other Information

This subject is co-delivered with Write Complex Documents.

Course Overview: Access Course Overview