Course Title: Apply corporate social responsibility to public relations

Part B: Course Detail

Teaching Period: Term2 2018

Course Code: MKTG7881

Course Title: Apply corporate social responsibility to public relations

School: 650T Vocational Business Education

Campus: City Campus

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

Course Contact: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Maroun Chamoun

maroun.chamoun@rmit.edu.au

Nominal Hours: 60

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 describes the performance outcomes, skills and knowledge required to apply corporate, social responsibility (CSR) to public relations (PR) policy, i.e. planning for and communicating the establishment and maintenance of resource efficient and environmentally sustainable work practices.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

VU21661 Apply corporate social responsibility to public relations

Element:

1. Explore how CSR applies to workplace PR strategies

Performance Criteria:

1.1      Identify opportunities to apply CSR policy to appropriate PR strategies.

1.2      Identify and consult stakeholders as a key component of policy development process.

1.3      Incorporate strategies for minimising resource use, reductions in toxic material and hazardous chemical use, and employment of lifecycle management approaches at all stages of work.

1.4      Develop a policy that reflects the organisation's commitment to CSR as an integral part of PR business planning and as a business opportunity.

 1.5      Agree on appropriate methods of implementation.

Element:

2. Make recommendations on CSR application to PR policy

Performance Criteria:

2.1 Make recommendations for policy options based on likely effectiveness, triple bottom line, timeframes and cost.

2.2 Promote the CSR policy and its expected outcome to key PR stakeholders

2.3 Assign responsibilities and inform those involved in implementing the policy of expected outcomes and activities to be undertaken.

Element:

3. Apply the policy

Performance Criteria:

3.1 Implement strategies for continuous improvement in resource efficiency and business ethics to PR activity.

3.2 Establish and assign record systems for tracking continuous improvements in CSR approaches.

Element:

4. Evaluate CSR policy

Performance Criteria:

4.1 Document outcomes and provide feedback to key PR personnel and stakeholders.

4.2 Analyse CSR policy and document successful aspects and possible improvements.

4.3 Monitor records to identify trends that may require remedial action and use records to promote continuous improvement of performance.

4.4 Modify policies and procedures to ensure improvements are made.


Learning Outcomes


Students have a full understanding of Corporate Social Responsibility and how to develop and implement policies and procedures to continuously support positive organisational initiatives through iactivities on the environment, consumers, employees, communities, stakeholders and all impacted members of the public sphere.


Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.


Teaching Schedule

The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course. This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Week

Topic

Assessment

Week 1 - 2 Jul

 

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
• Blackboard

 

Week 2 - 9 Jul

Apply CSR policy to PR strategies

 

Week 3 - 16 Jul

CSR – Development process

 

Week 4 - 23 Jul

CSR & Ethics

Assessment 1 due date

Sunday, 29th Jul @ 11:59 PM Online submission

Week 5 - 30 Jul

Assessment 1 - Presentations

 

Week 6 - 6 Aug

Assessment 1 - Presentations

 

Week 7 - 13 Aug

Policy options

 

Week 8 - 20 Aug

 

Methods of implementation

 

22 Aug - 2 Sep

Mid Semester Break

 

Week 9 - 3 Sep

Recommendations & Promotion of Sustainability & CSR to stakeholders

 

Week 10 - 10 Sep

Delegating responsibilities

 

Week 11 - 17 Sep

Implementation of Policy

 

Week 12 - 24 Sep

Review and evaluate policy

 

Week 13 - 1 Oct

Modification of policy

 

Week 14 - 8 Oct

Continuous improvement and Modification of policy

Assessment 2 due: 

Sunday, 14 October @ 11:59 PM Online submission

Week 15 -  15 Oct

Final Review 

 

Week 16 - 22 Oct

Feedback

 
Week 16 - 29 Oct Resubmits only  


Learning Resources

Prescribed Texts


References


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 Instructions

  Overview   You must demonstrate an understanding of all elements of competency to be deemed competent.   A range of assessment methods are used to assess practical skills and knowledge   There are 2 assessment tasks in this unit. You must successfully complete the two assessments to be deemed competent in this unit.   Evidence of the following is essential:   Candidate’s involvement as a key person in planning, developing, implementing and evaluating CSR policies. That the policies apply to workplace PR strategies,  Implementation strategy, as part of the policy, that has been devised, implemented and reviewed showing a measurable improvement. Communicating with stakeholders to discuss possible approaches to policy development and implementation Reviewing and improving policies by identifying improvements and benchmarking against industry best practice and attempting new approaches continuously over time.   Assessment 1 – Case study Presentation   Date handed out: Week 1   Date and time due: In class - Week 5 & Week 6    Group or Individual: Group – Maximum of Three people     Purpose:   This assessment has been designed to allow you to research and investigate Corporate Social Responsibility Concepts. You will also investigate CSR relationship to Public Relations based on an assigned article.   Requirements:  

You are to research Corporate Social Responsibility Concepts and read assigned article referring to the Observation checklist for details on specific elements required then present your findings to the audience.

Note: The article does not cover all requirements. Your work will need to be supplemented by research (using library resources and the internet) to respond to all requirements.

  Produce a 7 to 10 minute presentation (e.g. PowerPoint) that covers the requirements. Rehearse your presentation with your peer before the presentation day.   Submission Requirements:   You are required to upload INDIVIDUALLY into Canvas a combined PDF of the following documents by the due date  
  • Speaker’s notes attached to coversheet
  • PowerPoint or PDF file of the presentation

Suggested structure and marking guides will be prepared and discussed extensively during classes. Refer to Marking Guide for details on specific elements required and on how this assessment will be graded.

  Please note that submissions are not to be emailed. Any emailed assessments will be deleted immediately and considered as a non submiission.   Assessment 2 – Major research project Assessment Task 2 – Written Report   Date handed out: Week Two   Date and time due: Week 14 – to be uploaded by Sunday of week 14 @ 23:59   Group or Individual: Group – maximum THREE   Purpose:   You must demonstrate an understanding of all elements of competency to be deemed competent.   A range of assessment methods are used to assess practical skills and knowledge   There are 2 assessment tasks in this unit. You must successfully complete both assessments to be deemed competent in this unit.   Requirements   Overview of Assessment: 
  • Research an Australian organisation that incorporates “Corporate Social Responsibility” or Sustainability in its strategies.
  • Describe their CSR policies and discuss. Analyse its activities and how those activities are reflecting on their performance.
  • How do the activities align with the overall organisational strategies?
  • Review and make recommendations on how to develop and improve areas related to these strategies.
  You are to participate in “Review Pit Stops”:   As an integral part of this assessment FOUR “Review Pit Stops” will be conducted during class time. Each group member will chair at least one of the pit stop meetings held with the client (the teacher). Criteria for what constitutes a successful pit stop meeting is provided as part of the marking guide for this assessment.   While the project itself will receive an overall group grade, individual grades will be adjusted downwards accordingly for any group member who does not participate in all pit stop meetings or does not chair a successful pit stop meeting


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.  
  • Always retain a copy of your assessment tasks.
  • 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 CAG only (Competency Achieved Grading) 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:   CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded CA Competency Achieved – Not Graded NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.

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