Course Title: Build client relationships and business networks

Part B: Course Detail

Teaching Period: Term2 2020

Course Code: MKTG5828C

Course Title: Build client relationships and business networks

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - Advanced Diploma of Business (Public Relations)

Course Contact: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email: felicity.burns@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

alain.grossbard@rmit.edu.au

99255522

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 covers the skills and knowledge required to establish, maintain and improve client relationships and to actively participate in networks to support attainment of key business outcomes.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBREL402A Build client relationships and business networks

Element:

1. Initiate interpersonal communication with clients

Performance Criteria:

1.1 Identify and use preferred client communication styles and methods

1.2 Establish rapport with clients using verbal and non‑verbal communication processes

1.3 Investigate and act upon opportunities to offer positive feedback to clients

1.4 Use open questions to promote two‑way communication

1.5 Identify and act upon potential barriers to effective communication with clients

1.6 Initiate communication processes which relate to client needs, preferences and expectations

Element:

2. Establish client relationship management strategies

Performance Criteria:

2.1 Develop client loyalty objectives focusing on the development of long term business partnerships

2.2 Assess client profile information to determine approach

2.3 Develop client loyalty strategies to attract and retain clients in accordance with the business strategy

2.4 Identify and apply client care and client service standards

Element:

3. Maintain and improve ongoing relationships with clients

Performance Criteria:

3.1 Develop strategies to obtain ongoing feedback from clients to monitor satisfaction levels

3.2 Develop strategies to elicit feedback which provide information in a form that can be used to improve relationships with clients

3.3 Obtain feedback to develop and implement strategies which maintain and improve relationships with clients

Element:

4. Build and maintain networks

Performance Criteria:

4.1 Allocate time to establish and maintain business contacts

4.2 Participate in business associations and/or professional development activities to establish and maintain a network of support for the business and to enhance personal knowledge of the market

4.3 Establish communication channels to exchange information and ideas

4.4 Provide, seek and verify information to the network


Learning Outcomes



Details of Learning Activities

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

This unit is co-delivered and co-assessed with Research and apply public relations role in an industry context (MKTG 7879).


Teaching Schedule

Course Schedule:                                                              

Week commencing 2020

Topic

Activities

Assessment

Unit(s) of Competency

Elements and Performance Criteria

Week 1

6 July

Introduction to course schedule

 

Activity: Exploring course schedules and discussion

 

 

 

Week 2

13 July

About the PR workplace

Activity: All about Work Placement opportunities in Australia and overseas

 

 5 to 7 inclusive

All parts of 5 to 7 

Week 3

20 July

Writing a Curriculum Vitae

Reading: How to write a Curriculum  Vitae

Activity: Write student CV

 

 1,2,3 & 4

 All parts of 1, 2, 3 & 4 

Week 4

27 July

Content organisation and assessment preparation

 

Activity: VBE PR 2019 Year Book preparation 

 

 1 to 7 inclusive

All parts of 1 to 7  

Week 5

3 August

Build client relationships and business networks. 

Personality in the workplace

Activity: Guest speaker

Activity: Lecture about client and staff relationships using DOVE Personality test 

Activity: Assisting student work placement plans (student previews)

 

 1 to 4 inclusive

 All parts of 1, 2, 3 & 4 

Week 6

10 August 

Assisting student in the importance of work placement and companies expectation 

Activity: Guest speaker

 Activity: Discussion on the importance of work placement and companies expectation 

 

 

 

 1,2,3 & 4

 All parts of 1, 2, 3 & 4 

Week 7 

17 August

Legal and Ethics in PR Industry 

Activity: Lecture and activity -PR and Law & Ethics

 

1,2,3 & 4 

 All parts of 1, 2, 3 & 4 

Week 8 

24 August

Work placement plans 

Activity: Guest speaker - Work Placement in the PR work market   5 to 7 inclusive  All parts of 5, 6, 7 

Mid Semester break

31 August to 4 September inclusive 

Break

Break

 Break

 

 

Week 9

7 September

Employability and careers

 Activity: Guest speaker to be confirmed

 

 1 to 7 inclusive 

 All parts of 1 to 7 

Week 10

14 September 

Tips and tricks for employment 

Activity: Guest speaker and activity to be confirmed

 

 1 to 7 inclusive

 All parts of 1, to 7 

Week 11

21 September

Non for Profit organisations 

 Activity: Guest speaker and activity to be confirmed

 

 1,2,3 & 4

 All parts of 1, 2, 3 & 4 

Week 12

28 September

Assessment requirements for both Work Placement and Client relationships

 Activity: Work Placement 

 

 5 to 7

 All parts of 5 to 7 

Week 13 

5 October

 

 

 Task 1 submission 

 1 to 7

 All parts of 1 to 7 

Week 14

12 October 

Work Placement 

 

 

 1 to 7

 All parts of 1, to 7

Week 15

19 October

Interviews & Presentations - Work Placement 

 Interviews for Assessment on both courses

 Task 2 Online submission and presentation

 1 to 7

 All parts of 1 to 7

Week 16 

26 October

Interviews & Presentations - Work Placement 

 Interviews for Assessment on both courses

 Task 2 Online submission and presentation

 1 to 7

 All parts of 1 to 7

Week 17 

2 November 

 

Re-submission

 

 

 


Learning Resources

Prescribed Texts


References


Other Resources

NIL


Overview of Assessment

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

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.

This course has two assessment tasks. You are required to successfully complete all three assessments to be deemed competent in this unit. Research and apply the public relations role in an industry context is co-delivered and co-assessed with Build Client Relationships and Business Networks .

 

Summary and Purpose of Assessment

Task 1: Research and apply the public relations role in an industry context (Due Date: End of Week 16)

This task will ensure that students describe the skills and knowledge required to establish, maintain and improve client relationships and to actively participate in networks to support attainment of key business outcomes.

This task covers the performance outcomes, skills and knowledge required to research, analyse, increase and update knowledge pertaining to the public relations role in industry. It includes knowledge of and a practical application of public relations activity for cross industry purposes, such as strategies for realising identified business initiatives. This unit also focuses on how changing technology impacts upon public relations.

 This task will involve the Practical Workplace Program to add a further dimension to your public relations studies by providing you with the opportunity to experience and learn practical aspects of PR from professionals in the work place. You are expected to utilise the opportunity to do that to the fullest extent.

 The student is to select a real world client for whom they will fulfil a practical workplace brief. You will need to choose a client who is happy to work with you and who has a communications objective they need fulfilled. For example you might choose:

  • A local café/bar that has just opened and needs to increase awareness
  • A public relations consultancy who needs to inform its public
  • A fashion brand that is launching a new range and needs to inform its public
  • A sole operator such as a public relations company who is trying to gain interest from a new market
  • A retail store that needs to increase its image and sales
  • A public relations department in a large public or private sector

All tasks must successfully be completed to be deemed competent in this course.

Task 2: Build Client Relationships and Business Networks (Due Date: End of Week 16)

This task will ensure that students describe the skills and knowledge required to establish, maintain and improve client relationships and to actively participate in networks to support attainment of key business outcomes.

As part of this task, students will need to provide evidence of the ability to:

  1. identify clients’ preferred communication styles and methods and potential barriers to communications and use appropriate communication styles and strategies
  2. apply communication techniques to establish rapport and promote two-way communication
  3. develop and implement client loyalty strategies and service standards based on business objectives and client information
  4. develop and implement strategies to elicit feedback from clients and use it to improve relationships and customer satisfaction
  5. maintain contacts and participate in formal and informal networks that support the business and enhance personal knowledge of the market.

This task will ensure that students describe the skills and knowledge required to establish, maintain and improve client relationships and to actively participate in networks to support attainment of key business outcomes.

Assessment Instructions

To complete this task requirement, the student must:

Provide examples of strategies that can build client loyalty including those that focus on:

  • financial incentives and special offers
  • premium services and private/dedicated facilities
  • loyalty programs, rewards and recognition
  • outline issues that are commonly addressed in client care/service standards in the industry
  • outline typical barriers to communicating with clients and possible strategies to address them
  • give examples of strategies for feedback
  • describe the principles and techniques for effective communication and networking.

 Outline networking opportunities relevant to the business with reference to:

  • government, industry and professional associations
  • trade shows, conferences, briefings and other professional development activities
  • existing groups or networks
  • Businesses and individuals.

 Outline aspects of organizational policies, procedures and processes that are relevant to communicating with clients and participating in networks.

 Assessment will require the student to provide evidence gathered to demonstrate consistent performance of typical activities experienced in the public relations field of work and include access to:

  • relevant workplace documentation and resources
  • case studies and, where possible, real situations
  • Interaction with others.

You will be provided some class time to work on this assessment, however, it is expected that the majority of this assessment will be completed outside of class.

You will be assessed against the criteria listed in the marking guide in Section B of this task. To achieve a satisfactory result, you will need to address all criteria satisfactorily.

 

You will need to provide an account of the work done for each day in the form of a diary. The diary will describe what you experienced and any thoughts or reflections you have had as result. This would be written in point form but must be understood by any reader.

Additionally, you must collect and provide a portfolio of the range of resource materials prepared and/or produced that meets the organisation’s requirements.

An example of what you as a student might accomplish over the period of time could be:

  • Work with the chosen client to complete the supplied brief in suitable depth paying particular attention to the client’s core objective, target market and key message;
  • Develop one or two potential Single Minded Proposition’s (SMP) for the client and a short description of suggested corresponding creative directions;
  • Choose a strategic communication plan and creative approach and work up the following communication pieces, which may include:

1 x Press Release (no longer than one page)

1 x Online Copy to appear on the client’s website

1 x Print Ad (any size) if possible

1 x DL Piece (letter to customers, email copy, DL flyer, online communications); and

Any other communication pieces as required by the employer.

 You will be provided with class time to work on this assessment task. A list of activities will be covered in class. Please refer to the Syllabus weekly outline on CANVAS shell.

From week 14 to week 16, appointment time will be set up so that each of you to present the documentation to the assessor (AG) online and with an interview discussion.

You will be assessed against the criteria listed in the marking guide below of this task. To achieve a satisfactory result, you will need to address all criteria satisfactorily.


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.

 

Submission Requirements

 

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS)
  • 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 the Assessment task document that includes a declaration and statement of authorship.
  • 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. 

Other Information

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work

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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration

Resubmissions:

If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.  

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.

Grading & re-submissions

Successful re-submissions will contribute a CA (Competency Achieved) result to your overall grade for the course.

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: 

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment

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

CA

Competency Achieved

NYC

Not Yet Competent

DNS

Did Not Submit

Further information regarding the application of the grading criteria will be provided by your teacher.

Other information:

Academic Integrity

Plagiarism 
Plagiarism is a form of cheating in assessment and may occur in oral, written or visual presentations. It is the presentation of the work, idea or creation of another person, without appropriate referencing, as though it is your own.

The penalties for cheating in assessment are severe, whether the cheating involves plagiarism, fabrication, falsification of data, copyright infringement or some other method. Penalties can include charges of academic misconduct, cancellation of results and exclusion from your course. It is also a disciplinary offence for you to allow your work to be plagiarised by another student.

Referencing 
RMIT Business produce their own referencing guidelines entitled written reports and essays: guidelines for referencing and presentation in RMIT Business which all Business students should use.

RMIT Business referencing guidelines (RTF, 1,286 KB, 52 pages). A supporting Referencing website has been developed for the RMIT Business guidelines. You can find out more about Academic Integrity at RMIT Academic Integrity webpage. 

Group Assessment 
A number of your assessments will rely upon group work. This is a critical part of your program as in the workplace you will be regularly required to work in a team environment. Teamwork is also one of the key employability skills for this qualification.

The key to being successful in group work is getting to know your classmates and finding out what they want to achieve. You should seek to find a team which shares your key interests and drivers.

If you are facing issues with your group, the key is to resolve them quickly well before assessments are due. If you need to you can seek support from your teacher.

 

Course Overview: Access Course Overview