Course Title: Develop and apply knowledge of public relations industry

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG5844C

Course Title: Develop and apply knowledge of public relations industry

School: 650T Vocational Business Education

Campus: City Campus

Program: C5335 - 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

alain.grossbard@rmit.edu.au

Telephone: 99255522

Level 5, Building 80, RMIT University, 445 Swanston Street, Melbourne Vic 3000

Nominal Hours: 80

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 research, analyse and apply knowledge of the various components of the public relations industry, including legal and ethical constraints and strategic communications management planning.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBPUB401A Develop and apply knowledge of public relations industry

Element:

1. Apply knowledge of the public relations industry

Performance Criteria:

1.1. Seek information on the structure and operation of the public relations industry
1.2. Identify and access sources of information on the public relations industry
1.3. Obtain information on public relations industry sectors, associations, networks and societal role
1.4. Identify and access information on key stakeholders
1.5. Apply industry information appropriately in everyday activities related to typical work roles
 

Element:

2. Identify industry employment obligations and opportunities

Performance Criteria:

2.1. Obtain information on employment obligations and opportunities in relation to the public relations industry
2.2. Apply information on employment opportunities and obligations in everyday activities related to typical work roles
 

Element:

4. Update industry knowledge

Performance Criteria:

4.1. Conduct formal and informal research to update general knowledge of the industry continuously
4.2. Monitor current issues of concern to the industry
4.3. Share updated knowledge with client and colleagues
4.4. Incorporate updated knowledge into everyday activities related to typical work roles
 

Element:

3. Conduct strategic communications management planning

Performance Criteria:

3.1. Establish purpose and processes for setting objectives in the workplace
3.2. Identify and apply appropriate planning and measurement tools to workplace objectives
3.3. Develop critical success factors for the communications
 


Learning Outcomes



Details of Learning Activities

Working as an Individual or in small groups, you will be required to do a public relations activity relevant to the lecture and submit the responses by the end of the class. The activity is usually between 100 to 300 words long and there will be between 8 to 10 activities that need to be submitted. The activities will analyse and describe current or past PR events using public relations concepts and tools as well as apply skills in finding information using online resources, books, journals and newspapers. There is a written test of questions related to the course content covered from series of lectures and activities performed throughout the semester.  The test will test students’ knowledge, skills in public relations concepts and strategic thinking. Student will be required to interview a practising public relations practitioner and write a Report on their outcomes. A hand-out will be provided with a set of instructions as to what is required and expected from the student’s assignment. It is an individual report covering what the student has learnt from a meeting to discuss about public relations from a PR practitioner. The report will be between 800 to 1000 words. This will be followed by a three (3) minute oral and visual presentation to the class.


Teaching Schedule


Topics/Learning Outcomes Assessment Details (include due dates and when feedback will be provided)
Week 1 Course Induction
• Course delivery and assessment details
• Online learning environment – go through Blackboard shell
• Overview of assessment requirements
• Competency/Grading Criteria
• Pre-Training Review including Recognition of Prior Learning & Credit Transfers and Assessment of current skills and knowledge
• 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.
• Privacy
• 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

Pre-Training Review
Confirm completion of LLN skills analysis. Program map to confirm all students are correctly enrolled
Week 2 Introduction - What is PR and understanding public relations and the PR practitioner’s role and responsibilities
Week 3 PR trends and developments Assessment 1 (Activity)
Week 4 PR planning – goals and objectives Assessment 1 (Activity)
Week 5 Theories of communications Assessment 1 (Activity)
Week 6 PR and marketing Assessment 1 (Activity)
Week 7 Overview of what has been learnt
Week 8 Mid Semester Break (24 - 30 March inclusive)
Week 9 Publicity and media relations
Major Assignment Assessment 1 (Activity)
Week 10 Issues and Crisis Management Assessment 1
Week 11 Major Assignment Assessment 3 submitted
Week 12 Community and Government relations Assessment 1
Week 13 Internal and employee communications Assessment 1
Week 14 Overview - Test Assessment 2
Week 15 Presentations of Major Assignment
Week 16 Return final assessment and schedule any resubmission for next week Resubmission
 


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 Task 1 - Either working as an Individual or in small groups, you will be required to do a public relations activity relevant to the lecture and submit the responses by the end of the class. The activity is usually between 100 to 300 words long and there will be between 8 to 10 activities that need to be submitted. The activities will analyse and describe current or past PR events using public relations concepts and tools as well as apply skills in finding information using online resources, books, journals and newspapers.The grade for this assessment task is worth 60% of your overall grade in this course.
 

Assessment Task 2 - A written test will be assessed on the competency achieved from answering the questions presented on the test.This is a written test of questions related to the course content covered from series of lectures and activities performed throughout the semester. It is to be completed by the student on Week 14. The test will test students’ knowledge, skills in public relations concepts and strategic thinking. The grade for this assessment task is worth 20% of your overall grade in this course.

Assessment Task 3 - Student will be required to interview a practising public relations practitioner and write a Report on their outcomes. A hand-out will be provided with a set of instructions as to what is required and expected from the student’s assignment. It is an individual report covering what the student has learnt from a meeting to discuss about public relations from a PR practitioner. The report will be between 800 to 1000 words. This will be followed by a three (3) minute oral and visual presentation to the class. The grade for this assessment task is worth 20% of your overall grade in this course.
 Assessment Tasks.

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 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 blackboard.
• 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

<Add any additional requirements>
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. <check links are still current>
More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf
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. <check links are still current>
More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf
Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.
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.
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: <check link is still current>
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

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
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.
 


Assessment Matrix

Nil

Other Information

Nil

Course Overview: Access Course Overview