Course Title: Develop and manage complex public relations campaigns
Part B: Course Detail
Teaching Period: Term1 2020
Course Code: MKTG6049C
Course Title: Develop and manage complex public relations campaigns
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
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 course covers the skills and knowledge required to develop and implement multifaceted and potentially ongoing public relations campaigns. It builds upon the skills and knowledge acquired in the unit BSBPUB402 Develop public relations campaigns.
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 1.2. Identify the campaign's messages, strategies, roles and responsibilities, resource requirements including budget and timing and evaluation measures 1.3. Identify legal and ethical constraints in relation to the 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 2.2. Identify and evaluate a range of options for message concepts using appropriate methods 2.3. Identify, access and select media vehicles appropriate to target the required public and the objectives of the campaign 2.4. Ensure selected media vehicles enable reach and frequency requirements to be met within budget 2.5. Consult media directories to ensure that enlisted journalists and any other personnel are the most appropriate for the campaign 2.6. Ensure selected media vehicles meet media operational requirements 2.7. Ensure selected media vehicles meet legal and ethical requirements 2.8. Identify requirements for external suppliers and engage or contract these resources where required |
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 3.2. Seek quotations from suppliers for materials and evaluate against budgetary requirements or constraints 3.3. Determine and agree upon budget 3.4. Determine and agree upon timing and schedules 3.5. Identify potential sources of risk and develop and document appropriate control mechanisms 3.6. Produce plans on time 3.7. Finalise plan and ensure it complies with organisational, client, professional and legal requirements |
Element: |
4. Implement public relations campaign plans |
Performance Criteria: |
4.1. Implement and regularly monitor public relations plan 4.2. Identify, agree upon and implement any changes to the plan 4.3. Complete planning and implementation activities on time |
Learning Outcomes
Details of Learning Activities
This unit is co-delivered and co-assessed with MKTG5826C Evaluate Campaign Effectiveness.
Task 1
The task is to prepare and produce a new campaign and a set of recommendations to the client for the required project, event or campaign. This activity may take place during class time as well as an outside RMIT. The campaign report will be present to the client covering strategies, creative, media, budgetary and evaluation recommendations. All team members will be required to participate in the writing and completion of the report. Documentation to support the presentation and contact reports of student team meetings will be required.
The task will also involve to pitch a new campaign and a set of recommendations to the client for the required project, event or campaign. The pitch or presentation will be presented to the client covering strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the pitch presentation. Documentation to support the presentation and contact reports of student team meetings will be required.
Task 2
The second task of the two tasks will provide a set of real life case studies on complex public relations campaigns in which individual activities will look at the function, form and strategy appeals of different strategies of public relations campaigns and evaluation processes. Students will need to read case studies, discuss and respond to the questions asked from each case study. Each case study response will be handed in at the end of the class, then assessed and returned with an indication of how competent in resolving the issue(s).
Teaching Schedule
Course schedule
|
Week
|
Week Commencing (2020)
|
Topics |
Assessment |
1 |
10 Feb 2020 |
Course Induction
Introduction to Complex PR Campaigns |
|
2 |
17 Feb 2020 |
Advise working groups of Work Integrated Learning Projects – Project initiation Complex PR Campaigns – Case Study No. 2 |
Assessment Part 2 |
3 |
24 Feb 2020 |
PR Campaign case - Campaign scope & terms of reference |
|
4 |
2 Mar 2020 |
Situational Analysis of WIL Campaign - Part 1 & Part 2 Complex PR Campaigns – Case Study No. 3 |
Assessment Task 2 |
5 |
9 Mar 2020 |
Situational Analysis of WIL Campaign - Part 3, Part 4 & Part 5 |
Assessment Task 1 review |
6 |
16 Mar 2020 |
Strategy and Programming of WIL Campaign |
|
7 |
23 Mar 2020 |
Strategy & Programming using a recent PR Campaign Case Study |
Assessment Task 2 |
8 |
30 Mar 2020 |
Budget, timeline, risk management, etc. - Campaign's scope & terms of reference Case Study No. 4 |
Assessment Task 2 preparation |
|
9 April to 15 April inclusive Mid semester break |
|||
9 |
16 April 2020 |
Work on your Major Assignment |
|
10 |
20 April 2020 |
Evaluate campaign effectiveness Case Study No. 5 |
Assessment Task 2 preparation |
11 |
27 April 2020 |
Evaluate campaign Effectiveness Part 4, Major Assignment |
|
12 |
4 May 2020 |
Finalising Report |
Assessment Task 1 submission |
13 |
11 May 2020 |
Prepare for the pitch to the client |
|
14 |
18 May 2020 |
Prepare for the pitch to the client |
|
15 |
25 May 2020 |
Pitch to the client and feedback | Assessment Task 1 - Due on the day of the pitch (to be announced) |
16 |
1 June 2020 |
Pitch to the client and feedback | Assessment Task 1 - Due on the day of the pitch (to be announced) |
| 17 | 8 June 2020 |
Re-submission |
Learning Resources
Prescribed Texts
References
Other Resources
Other Resources
All resources will be available in Canvas.
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 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 Task 1 - The task is to prepare and produce a new campaign and a set of recommendations to the client for the required project, event or campaign. The business report will be present to the client covering strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the writing and completing the business report. Documentation to support the presentation and contact reports of student team meetings will be required.
This task is to pitch a new campaign and a set of recommendations to the client for the required project, event or campaign. The pitch or presentation will be presented to the client covering strategies, creative, media, budgetary and evaluation recommendations. All team members to participate in the writing and completing the business report. Documentation to support the presentation and contact reports of student team meetings will be required.
Assessment Task 2 - This will be supported by a set of real life case studies on complex public relations campaigns in which individual activities will look at the function, form and strategy appeals of different strategies of public relations campaigns and evaluation processes. Students will need to read case studies, discuss and respond to the questions asked from each case study.
You should:
• Ensure that you submit assessments on or before the due date.
• 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 each assessment task is available on CANVAS.
• 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
Assessment Matrix
The assessment matrix that maps all the assessment is available on CANVAS. It comprises of list of criteria for assessment to demonstrate competency and a rubric that will assess the quality, research and competency achieved for each of the three tasks outline above.
Submission Requirements
You should:
- Ensure that you submit assessments on or before the due date.
- 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 Course Assessment Task (or you do not submit/attend) you will be allowed one re-submission. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the re-submission.
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 result 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:
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.
Final results will be in the following format:
CA Competency Achieved
NYC Not Yet Competent
DNS Did Not Submit for assessment
Other Information
This unit is co-delivered and co-assessed with MKTG 5826C Evaluate Campaign Effectiveness.
Course Overview: Access Course Overview