Course Title: Build client relationships and business networks

Part B: Course Detail

Teaching Period: Term2 2021

Course Code: MKTG7904C

Course Title: Build client relationships and business networks

School: 650T Vocational Business Education

Campus: City Campus

Program: C6169 - Advanced Diploma of Business (Public Relations)

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Alain Grossbard

alain.grossbard@rmit.edu.au 

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 describes the performance outcomes, 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 unit applies to individuals in a variety of roles who are required to establish, maintain and improve client relationships to facilitate organisational objectives.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBREL402 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


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to plan and implement business-to-business (B2B) marketing. You will learn how to communicate effectively with clients and establish business networks, while implementing strategies to maintain and manage client relationships. 


Details of Learning Activities

This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.

You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.

A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.

The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.



Teaching Schedule

Weekly Schedule 

MKTG8050 / MKTG8056C / MKTG7904C PR Industry Role and Client Relationships
Semester 2 2021

Week number 

Week beginning 

Topic 

Assessments 

O-Week

5th July

Introduction

·         Teacher, student introductions

·         Assessments and Feedback

·         Course overview

·         Assessment Tasks

·         Groups

·         Workshop

Brief all assessments and assessment overview 

2

12th July

Research and apply public relations industry information  


3

19th July 

Research and apply public relations industry information 

  

4

26th July

Seek and apply information on the use of technology in public relations 

  

5

2nd August

Seek and apply information on the use of technology in public relations 


6

9th August

Initiate interpersonal communication with clients  

7

16th August

Establish client relationship management strategies 


8

23rd August

Maintain and improve ongoing relationships with clients 


Mid Semester Break 30th August - 5th September

9

6th September

Build and maintain networks 

10

13th September

Update public relations role in an industry context 

11

20th September

Prepare for high-level communication 

12

27th September

Critically analyse and respond to opinions 

13

4th October

Persuade and influence others 

14

11th October

Reflect on and hone communication strategies 

 Assessment 1 due

15

18th October

Interviews & Presentations - Work Placement  

16

25th October

Interviews & Presentations - Work Placement  

 Assessment 2 due

17

1st November

Grade Entry


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available on Canvas


Overview of Assessment

Assessment Methods

A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in building client relationships and business networks:

  • Project management
  • Written reports supported by practical assignments or tasks for individual assessment
  • Observation of workplace practice supported by personal interviews
  • Knowledge tests
  • Practical display with personal interview, presentations or documentation
  • Case studies
  • Real situations
  • Interaction with others.

Performance Evidence

Evidence of the ability to:

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

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • give 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 organisational policies, procedures and processes that are relevant to communicating with clients and participating in networks.

Assessment Conditions

Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the stakeholder relations - relationship management field of work and include access to:

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

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met. You will be provided with feedback throughout the course to check your progress.

Feedback

Feedback will be provided throughout the semester in class and/or with online discussions.

You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. You can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.


Assessment Tasks

Assessment 1 Task -  Research and Analysis Report

Date and time due         : Week #14

Purpose: This assessment will allow you to research the public relations industry, career opportunities and to develop a career plan. 

Requirements:  There is 1 part to this task, you will be required to complete: A career in public relations 


Assessment 2 Task - Research and apply the public relations role in an industry context

Date and time due         : Week #16  

Purpose: The aim of the Practical Workplace Program is 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 workplace. You are expected to utilise the opportunity to do that to the fullest extent. Placement hours should be a minimum of 80 hours to a maximum of 120 hours in total. 

Requirements:  There are 3 parts to this task, you will be required to complete: 

Part 1:  Portfolio, journal and reflective questions 

Part 2:  Interview – Individual Persuasive Presentation  

Part 3: Build client relationships and business networks 


You are to select a real world client for whom they will fulfil an internship/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.  


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.
Re-submissions
Successful re-submissions will contribute a CA only (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. 

Final Grades table:


CA Competency Achieved  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


Course Overview: Access Course Overview