Course Title: Develop and implement crisis management plans

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG7828C

Course Title: Develop and implement crisis management plans

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

Claire Gourlay

Nominal Hours: 40

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 individuals working in senior public relations roles who are primarily responsible for preparing and implementing a planned communications response in the event of a crisis occurring.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB504A Develop and implement crisis management plans


1. Develop crisis management plans

Performance Criteria:

1.1. Conduct research to identify crisis management best practice
1.2. Consult relevant groups and individuals for input into the crisis management plan
1.3. Document, distribute and maintain organisational crisis management plan
1.4. Ensure organisational crisis management plan is clearly understood by relevant groups
1.5. Ensure crisis management plan complies with organisational policies and legal and ethical requirements
1.6. Practise simulated crisis responses


2. Implement a crisis management plan

Performance Criteria:

2.1. Set up a dedicated crisis resource centre
2.2. Develop a crisis response team to deal with media and conduct issue tracking
2.3. Monitor media to ensure the organisation is aware of possible crises
2.4. Implement and monitor issues tracking systems according to crisis plans


3. Review and update crisis management plans

Performance Criteria:

3.1. Consult managers and employees about the effectiveness of the crisis plan
3.2. Amend crisis management plans as necessary to comply with legal and ethical requirements

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required by public relations personnel to coordinate, develop and implement a crisis management plan to provide an organisation with a planned communications response for use in the event of crisis.

Details of Learning Activities

A variety of classroom activities, presentations and a major assignment will be covered as learning activities.

Teaching Schedule

WeekWeek CommencingTopics
19th Feb• Program overview and requirements
• MyRMIT/Blackboard
• Overview of assessment requirements
• Pre-Training Review including:
o Recognition of Prior Learning and Credit Transfers
o Assessment of current skills and knowledge
• Competency/Grading Criteria
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
216th FebWhat is a crisis – Types of Crisis
323rd FebCrisis Management – Key stakeholders Internal communication and key messages
42nd MarCrisis Management – Issue monitoring/tracking Quiz 1
59th MarCrisis Management – Internal communication/ External communication
616th MarCrisis Communications – External communication - - media /Rumours
723rd MarCrisis Communication - External Media /Digital Media Quiz 2
830th MarCrisis Management - / Resource Centre
  Mid Semester Break (2nd - 8th April)
913th AprCrisis Management The Crisis Team
1020th AprCrisis Communication – ethical, legal issues, cultural, organisation/policies Quiz 3
1127th Apr

Review Crisis Communication Plan –Continuity and recovery

124th MayCrisis Communication Plan – Key elements/Life cycle
1311th MayCrisis Communication Plan – key element Quiz 4
1418th MayReview and wrap up
1525th MayIn class test 1 hour
161st JuneResubmits and consultation

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

You are required to complete 3 assessment tasks. You must successfully complete all 3 tasks to be deemed competent in this course.

Full details of all assessments and assessment coversheets will be available on the Blackboard shell.

Assessment Task 1 – Case Study - Research and Analysis 
Date handed out: Week 2
Date and time due: Week 6 Sunday 22nd March 12pm Midnight

Group or Individual: Individual

To demonstrate your ability to review and evaluate crisis communication response. To show that you understand the need to adapt crisis communication for different audiences

This assessment requires students to research and write an analytical report on a recent crisis

Scope:Format: Written report - Word count 1200-1500
This is a research assessment so it is expected that you will use a number of different sources for the information in this report. 
Submitted on Blackboard

Assessment Task 2 –Develop and Implementation of a  Crisis Management Plan

Date handed out: Week 6
Date and time due: Week 12 Sunday 10th May 12pm Midnight. To be submitted on Blackboard

Purpose:To develop and plan the implementation of a crisis management plan. Including who would input into it and key stakeholder communication

This assessment requires groups to research and write a development and implementation plan.

Format: This a professional Report and should include relevant formatting including:
• Title Page
• Table of contents
• Footers
• Appropriate referencing throughout text
Length: Approx 2500 words (There are 3 parts to this assessment)It is expected that extensive research will be carried out on the incident, the industry and the organisation.

Assessment 3 In class test
A 1 hour test with short answer questions will be conducted in Week 15 in class.

This will be based on activities and quizzes conducted in class.


Further details regarding assessments

Submission Requirements
You should:
• Ensure that you submit assessments on or before the due date.
• 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 each assessment task 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 Ensure safe workplace, 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
Form to use:

Resubmissions (VET Programs):
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”. 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
More Information:;ID=7usdbki1fjf31

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.
Marking Guide (Grading)

After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

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

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


Course Overview: Access Course Overview