Course Title: Develop and manage complex public relations campaigns
Part B: Course Detail
Teaching Period: Term1 2014
Course Code: MKTG6049C
Course Title: Develop and manage complex public relations campaigns
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 Email:sally.parrott@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Alain Grossbard
99255522
This course is co-delivered and co-assessed with course Evaluate Campaign Effectiveness MKTG 5826C
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
None
Course Description
This unit applies to individuals working in senior public relations roles who are primarily responsible for the development, implementation and evaluation of a complex public relations plan. The complexity of the campaign may be in terms of its size or duration, or the circumstances surrounding the campaign.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBPUB502A Develop and manage complex public relations campaigns |
Element: |
1. Interpret a complex public relations campaign brief |
Performance Criteria: |
1.1. Identify the primary objective of a complex public relations campaign brief |
Element: |
2. Identify and evaluate options for a complex public relations campaign
|
Performance Criteria: |
2.1. Analyse information about the target public and their attributes, and the public relations environment |
Element: |
3. Prepare public relations campaign plans
|
Performance Criteria: |
3.1. Scope, plan and document a complex public relations campaign and its approach to suit the requirements of the client |
Element: |
4. Implement public relations campaign plans |
Performance Criteria: |
4.1. Implement and regularly monitor public relations plan |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to develop complex and potentially on-going public relations campaigns.
Details of Learning Activities
Learning activities include case studies, writing reports, group discussion, developing and implementing a work integrated project, tests and individual submissions.
Teaching Schedule
This course is co-delivered and co-assessed with course Evaluate Campaign Effectiveness MKTG 5826C
Week 1 Feb 10 Course Induction
• Course delivery and assessment details
• Course support documents – any text books or readings
• Online learning environment – go through Blackboard shell
• Grading – remind them of codes and no marks (codes at end of doc)
• Plagiarism – must have signed cover sheets on all assessments
• Appeals – take them through this process and where it is on website
• Extensions – take them through process (details on website.)
• Feedback – when they can contact you and expect a response.
• Submission requirements – how all work must be uploaded and how
• Resubmission policy – one resubmission, marked to a pass allowed
• Where to get support - Student study support details
• Student responsibilities – must check emails and bb shells weekly
Week 2 Feb 17 Introduction - understanding the PR practitioner’s role and responsibilities
Week 3 Feb 24 PR trends and developments
Week 4 Mar 3 Understanding the Creative Brief
Week 5 Mar 10 Writing for different mediums
Week 6 Mar 17 Portfolio work
Week 7 Mar 24 Internship - Non- teaching week
Week 8 Mar 31 Internship - Non- teaching week
Week 9 April 7 Resume writing
Week 10 April 14 Portfolio work
Semester break
18 – 25 April (inclusive)
Week 11 April 28 Internship - Non- teaching week
Week 12 May 5 Portfolio work
Week 13 May 12 Portfolio in
Week 14 May 19 Interviews
Week 15 May 26 Interviews
Return final assessment and schedule any resubmission for next week
Week16 June 1 No classes - resubmissions only
Learning Resources
Prescribed Texts
References
Other Resources
Nil
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
Assessment 1:
Analysis of public relations campaigns supplied (through Case Studies).
Individual activities that looks at the function, form and strategy appeals of different forms of public relations campaigns and evaluation processes.
30% of total marks for course.
Assessment 2:
Develop campaign recommendations for new pitch for a company
Group activity requiring development of strategies and creative recommendations and a set of evaluation processes to ensure campaign effectiveness.
Document to support the recommendations.
20% of total marks for course.
You will receive ongoing feedback on your progress in the course. Feedback on assessment will be given in a timely manner. You will be informed about how to improve your performance in the competency/course and what you need to do to be deemed competent or to gain a pass in the assessment.
Assessment 3:
Business Report and Presentation to client on a full set of recommendations for the required project, event or campaign. This activity may take place outside RMIT facilities.
Group activity requiring presentation to Clients requiring development of strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the presentation.
Documentation to support the presentation and contact reports of student team meetings required.
40% of total marks for written proposal, 10% for oral presentation
Assessment Matrix
Assessment Matrix details will be distributed with your Assessment Task Feedback sheets for each assessment.
Assessment Mapping can be obtained from the teacher.
Other Information
Nil
Course Overview: Access Course Overview