Course Title: Manage organisational communication strategies

Part B: Course Detail

Teaching Period: Term2 2013

Course Code: BUSM6396C

Course Title: Manage organisational communication strategies

School: 650T TAFE Business

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

Course Contact Fiona McQueen
Course Contact Phone 0414 326 100
Course Contact Email

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

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.


2. Establish and maintain communication pathways

Performance Criteria:

2.1 Pathways of communication are established to meet requirements of 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

Practical activities, case studies and class discussion as well as work relevant assessments.

Teaching Schedule

Week 1 8 July 22013 Course Induction
• Course delivery and assessment details
• Course support documents
• Online learning environment
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
• Where to get support
• Student responsibilities
(2) Pre-Training Review
• Includes skills analysis and Recognition of Prior Learning and Credit Transfers
(3) Course Overview

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 Email writing
- Direct marketing

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

Week 8 Tender Document and Public Notices

2– 8 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 13Presentation development
Formats, style, Instructions, Procedures, Manuals

Week 14 Communication Presentations

Week 15 Assessment Feedback

Week 16 Resubmissions


Learning Resources

Prescribed Texts


Other Resources

Please refer to your Learning and Assessment tool available from your course teacher.

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 delivered and assessed in conjunction with RMIT course code OFFC5208C Write Complex Documents.:

Assessment Tasks
Students are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

Task 1 (Individual - Due Week 6) Upload to blackboard
 Choose a real life Australian organisation listed on the Australian Stock Exchange (ASX) with in excess of 300 staff. Prepare:
 Strategic communication plan (minimum 600 words)
 5 page corporate annual report – (minimum 2000 words)

Task 2 (Individual – Due Week 12) Upload to Blackboard
 Using the same organisation prepare an individual portfolio bringing together one example of each of the materials covered over the semester including
 Trade press release (300 words)
 Consumer press release (300 words)
 Website copy – new page (400 words)
 Brochure – trade (200 words)
 Flyer – consumer (200 words)
 Style guide – brand guidelines, tone of language

Task 3 (Individual or pairs – Due Week 15/16 – presented in class)
 Speech writing and presentations
 Choose a corporate topic and prepare:
 20 minute speech (500 words)
 Full presentation with supporting powerpoint slides and visual aids
 Executive report – full detail of speech and material (500 words) 

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.
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 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.


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.

Course Overview: Access Course Overview