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

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 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

  • Course delivery and assessment details
  • Course support documents
  • Online learning environment
  • Grading
  • Plagiarism
  • Appeals
  • Extensions
  • Feedback
  • Privacy
  • Submission requirements
  • Re-submission policy
  • Where to get support
  • Student responsibilities

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: 

 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. 

 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