Course Title: Develop and apply industry knowledge

Part B: Course Detail

Teaching Period: Term2 2012

Course Code: EMPL5392C

Course Title: Develop and apply industry knowledge

School: 650T TAFE Business

Campus: City Campus

Program: C6071 - Advanced Diploma of Business (Public Relations)

Course Contact : Mark Mossuto

Course Contact Phone: 9925 1316

Course Contact

Name and Contact Details of All Other Relevant Staff

Alain Grossbard


Nominal Hours: 15

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 access, increase and update knowledge of the film, television, radio and multimedia industry, including the role of different industry sectors, and the impacts of changing technology. This knowledge underpins effective performance in all sectors.

If you are undertaking this course in Melbourne from semester 2, 2012 onwards your teacher will advise you if you require access to a computer for the course. It is recommended that you have access to a mobile computing device to allow greater flexibility in terms of where you can work on campus outside class times.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

CUFGEN01A Develop and Apply Industry Knowledge


Seek information on industry employment obligations and opportunities

Performance Criteria:

Seek information on the structure and operation of the creative arts industries using appropriate sources
2. Seek information on employment obligations and opportunities within the creative arts industries using appropriate sources
3. Seek information on new technology affecting the creative arts industries using appropriate sources
4. Comply with copyright requirements when accessing information
5. Apply information in day-to-day work activities to enhance quality of work performance


Seek information on new technology

Performance Criteria:

6. Seek information on laws and regulations affecting the creative arts industries using appropriate sources
7. Identify implications of breaching laws and regulations affecting the creative arts industries
8. Apply information to ensure laws and regulations are not breached in day-to-day work activities


Seek information on the structure and operation of the industry

Performance Criteria:

Seek information on the structure and operation of the public relations industry
Identify and access sources of information on the public relations industry
Obtain information on public relations industry sectors, associations, networks and societal role
Identify and access information on key stakeholders
Apply industry information appropriately in everyday activities related to typical work roles


Update industry knowledge

Performance Criteria:

9. Identify and use a range of opportunities to update knowledge of the creative arts industries
10. Identify current issues of concern to the creative arts industries
11. Share updated knowledge with colleagues
12. Establish and maintain effective contacts in the creative arts industries

Learning Outcomes

On completion of this course students will be able to put into practice, the skills and knowledge gained as applicable within the workplace according to the performance criteria as stipulated against the elements of the competency above.

Learning Activities:

All students will participate within the classroom to provide real life solutions to problems as set by clients and teaching staff that reflect real life situations as found in the workplace. This may take the form of individual assessments, group projects and presentations to teaching staff and clients.

Details of Learning Activities

This unit describes the performance outcomes, skills and knowledge required to develop and apply basic industry practices within the creative arts industries.

This unit addresses the collection, application and updating of general information relevant to work roles within the creative arts industry sectors, including industry structures and operations, employment obligations and opportunities, the impact of new technology and the identification of industry laws and regulations.

Evidence of the following is essential: reporting on the public relations industry structure and its role in society and in a particular organisation
developing a stakeholder analysis relevant to a particular organisation
reporting on the current issues affecting the public relations industry.

Teaching Schedule

Week beginning 2012
Week 1
Course introduction

Week 2
What is PR?
Understanding PR and the PR practitioners
Week 3
PR Trends and developments
Week 4
PR planning
Week 5
Theories of communications
Week 6
PR Goals and objectives
Evaluation and research
Week 7
PR and Marketing
Week 8
Mid semester Test
Week 9
Publicity & media relations
Week 10
Issues and crisis management
Internal and employee communications
Week 12
Community and government relations
Week 13
Ethics and Law
Week 14
Week 15
Final Semester Test
Week 16
Week 17
Week 18

Learning Resources

Prescribed Texts


Other Resources


15 full days (8hr/day) = 120 hours during this semester

Allocation of 1 hour in class time to discuss issues

Commence from July (or before) until end of October 2012

Overview of Assessment

Overview of Assessment

A pass in each assessment will result in a grade for the student. Where a pass is achieved competency for that assessment is given. Where there are multiple assessments for a single competency the students must achieve competency (a pass) in each assessment to be deemed competent. Competency MUST be achieved in all assessments of the course for a graded result to be obtained.
Grade Mark Description
HD > = 80 High Distinction (Competency Achieved)
DI 70 - 79 Distinction (Competency Achieved)
CR 60 - 69 Credit (Competency Achieved)
PA 50 - 59 Pass (Competency Achieved)
NN < 50 Fail (Not Yet Competent)
CA Not Applicable Competency Achieved
NYC Not Applicable Not Yet Competent


The student will undertake assessment by completing a number of written portfolios along with presentations to class as evidence of competence in relation to the above mentioned required elements of the competency as required under the direction of the training package.

Students will be provided specific assessment instructions, on commencement of this new course.

Assessment Tasks

Assessment of written reports about the public relations industry, structure, function and role in society
assessment of a stakeholder analysis conducted by the candidate
direct questioning with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
observation of presentations by the candidate about the public relations industry
oral or written questioning
review of authenticated documents from the workplace or training environment
review of testimony from team members, colleagues, supervisors or managers
tests of knowledge on the structure and functioning of the public relations industry.

Competency-based assessment by Employer and AG.

Official Business Report presented to Employer and AG.

Portfolio of PR creative work produced during the internship and throughout the 4 semesters.

Assessment Matrix

Assessment is based on Competent or Not Yet Competent.

Other Information


Course Overview: Access Course Overview