Course Title: Develop public relations campaigns

Part B: Course Detail

Teaching Period: Term2 2018

Course Code: MKTG7944C

Course Title: Develop public relations campaigns

School: 650T Vocational Business Education

Campus: City Campus

Program: C5371 - Diploma of Business (Public Relations)

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Alain Grossbard


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


Course Description

This unit describes the skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB402 Develop public relations campaigns


1. Research public relations campaigns

Performance Criteria:

1.1 Analyse strategic and operational plans to determine the scope, theme and objectives of a campaign

1.2 Conduct research into current practice and recent developments in relation to the campaign planning

1.3 Identify the campaign’s audience and their attributes

1.4 Develop and present options to other members of the public relations team and relevant stakeholders for consideration


2. Prepare to implement public relations campaigns

Performance Criteria:

2.1 Define and agree upon campaign objectives and campaign plan with client and other key stakeholders

2.2 Schedule and cost campaign accurately and include in plans

2.3 Comply with legal and ethical constraints

2.4 Confirm roles and responsibilities with other members of the public relations team


3. Implement public relations campaigns

Performance Criteria:

3.1 Implement public relations campaign in accordance with the plan

3.2 Evaluate the potential effectiveness and use of appropriate media to improve campaign publicity

3.3 Implement campaign in accordance with legal and ethical constraints and organisational requirements

3.4 Monitor campaign progress against scheduling and costing requirements and report likely variations for approval in accordance with organisational procedures

3.5 Gain agreement from stakeholders to any changes that need to be made to campaign


4. Review and evaluate public relations programs

Performance Criteria:

4.1 Ensure campaign plans contain methods to monitor, review and evaluate their effectiveness

4.2 Report on the outcomes of the campaign to relevant internal and/or external stakeholders

4.3 Consult relevant internal or external stakeholders as to the campaign effectiveness, and document any recommended improvements

Learning Outcomes

After completing this course students will be able to   undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.

Details of Learning Activities

This unit describes the skills and knowledge required to develop and conduct a public relations campaign, to evaluate its effectiveness and to present the findings to stakeholders.

It applies to individuals in entry level or junior public relations roles who undertake the majority of work in creating and implementing the campaign with advice from more senior public relations specialists in their organisation.

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.

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

It is expected that you to participate and contribute in all scheduled learning activities.

Teaching Schedule






Introduction to the link between PR campaigns and managing a project.



What is a campaign and understand the public relations aspect of managing a campaign.



Project initiation



Client briefings for major assignment



Business case project scope terms of reference



Defining a campaign 

 Assessment 1 Due


Developing a campaign plan



Manage time and manage risk 




Manage campaign budget



Administer and monitor campaign



Review of course content and individual pit stop



Assignment due

 Assessment 2 Due


Preparation for campaign presentation 



Group campaign presentation to class (feedback will be provided by week 16)

 Assessment 3 in class


Return final assessment and schedule any re submission for next week





 The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.


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:

  • research and present options for a public relations campaign for a target audience
  • develop, implement, review and evaluate a public relations campaign about a product or service.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • outline principles, practices and theories of marketing, media, and public relations.
  • summarise current issues and trends which affect the public relations industry
  • outline current practice and recent developments in campaign planning
  • explain the relevance of the campaign's audience to campaign planning
  • outline key provisions of relevant legislation, codes of practice and national standards that affect public relations campaigns.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the public relations field of work and include access to:

  • office equipment and resources
  • case studies and, where possible, real situations.
  • interaction with others.


Assessors must satisfy NVR/AQTF assessor requirements


Feedback will be provided throughout the semester in class and/or 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. Finally, 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 may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks


Assessment Task 1:          Analysis of Public Relations Campaign

Date handed out:               Week 2
Date and time due:            End of Week 6
Individual:                          Individual assessment (30% of student mark)
Word count:                       750 words (-/+ 10%)

An analysis of public relations campaigns case study
Students are to research the campaign, identify the key campaign elements and perform a critical analysis of the campaign.

Assessment Task 2:    Campaign Development
Date handed out:         Week 2
Date and time due:      End of Week 12
Group:                          Group assessment (40% of student mark)
Word count:                 2,000 words (-/+ 10%)

Campaign Development
In pairs students will be required to develop a strategic and creative public relations campaign for Menzies School of Health Sciences based on their brief.


Assessment Task 3     Campaign Presentation
Date handed out:         Week 2
Date and time due:      Week 14 in class week  (A copy of your presentation needs to be uploaded to Blackboard by end of Week 14, 2017)
Group:                          Group (30% of student mark)

Campaign Presentation
In pairs prepare and present your campaign pitch outlining all the critical elements of the proposed campaign and a rationale as to why the campaign stands to achieve the objectives of the brief.


Full detailed assessment sheets will be available on the course CANVAS shell.

Details on how this course is assessed against the Unit Elements & Performance Criteria plus critical aspects of evidence, this can found in the Learning and Assessment Tool available from instructor (AG) or course coordinator (JM).



Assessment Matrix


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.

Other Information


Course Overview: Access Course Overview