Course Title: Apply understanding of media relations
Part B: Course Detail
Teaching Period: Term2 2021
Course Code: MKTG8051
Course Title: Apply understanding of media relations
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
Ryan Gunasekera
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
In this course you will acquire the skills and knowledge required to apply an understanding of media relations and engage target audiences. It includes defining media relations requirements, selecting media vehicles and planning media activities.
You will document a media list and media plan and research how relevant legislation impacts media relations. Part of the understanding media relations process is analysing and producing media messages and identifying target audiences for market requirements which forms the assessment in this course.
In addition, you will evaluate the impact of media coverage and define the role of media within public relation activities - selecting and identifying appropriate media vehicles within the media plan for an organisation.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
VU22813 Apply understanding of media relations |
Element: |
1. Define media relations' role within public relation activities |
Performance Criteria: |
1.1 Research the Australian media landscape and the role media relation activities play within public relation activities. 1.2 Identify situations that require or benefit from the use of media.
|
Element: |
2. Identify requirements for media relation activities |
Performance Criteria: |
2.1 Identify target audience for media relation activities.
|
Element: |
3. Select possible media vehicles |
Performance Criteria: |
3.1 Review past media usage and consider the merits of identified media vehicles and possible alternatives.
|
Element: |
4. Develop a media plan |
Performance Criteria: |
4.1 Define organisational media requirements that are in accordance with the organisation’s overall strategic plans and budget.
|
Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in applying understanding of media relations.
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to:
- Define the role of media within public relation activities
- Apply skills and knowledge to identify and select media relation requirements and possible media vehicles
- Develop a media list and a media plan for an organisation
- Successfully demonstrate knowledge of organisational and market requirements for a media plan.
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 MKTG7940C / MKTG8051 PR Communication and Media Skills Semester 2 2021 | |||
Week number |
Week beginning |
Topic |
Assessments |
O-Week |
5th July |
THIS IS A NON-ATTENDANCE WEEK - YOUR TEACHER WILL PROVIDE YOU WITH A RECORDED WEBINAR Introduction to Consumer Behaviour |
|
2 |
12th July |
Media Overview
|
|
3 |
19th July |
Controlled Media
|
|
4 |
26th July |
Interactive Media
Designing a website
|
|
5 |
2nd August |
Interactive Media cont.
Designing a website cont.
|
|
6 |
9th August |
Building a Media Matrix
|
Assessment 1 due |
7 |
16th August |
Assessment 2 Workshop |
|
8 |
23rd August |
Legislations, policies and risks
|
Assessment 2 due |
Mid Semester Break 30th August - 5th September | |||
9 |
6th September |
Assessment 3 Workshop |
|
10 |
13th September |
Metrics
|
|
11 |
20th September |
Creating an electronic advertisement
Audience and messaging
Applying emarketing through electronic advertising
|
Assessment 3 due |
12 |
27th September |
Creating an electronic advertisement cont.
Audience and messaging cont.
Applying emarketing through electronic advertising cont.
|
|
13 |
4th October |
Assessment 3 Workshop |
|
14 |
11th October |
Assessment 3 Workshop |
|
15 |
18th October |
Assessment 3 Workshop |
Assessment 4 due |
16 |
25th October |
Resubmissions |
|
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 media relations:
- 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.
You will be assessed on the criteria below:
Required Skills for this unit:
- Read, interpret and communicate legislation, regulations, policies, procedures and guidelines relating to the use of media
- Communicate impartially and diplomatically with diverse stakeholders, including conducting open discussions
- Pitch ideas verbally and in writing
- Document a media list and media plan
- Research how relevant legislation impacts upon media relations
- Analyse a media message and market requirements
- Analyse and evaluate the impact of media coverage
- Consult and provide advice
- Conduct business in a cross-culturally sensitive manner
Required knowledge for this unit:
- Australian media landscape
- organisational vision and organisational products or services
- organisational budget and constraints
- pitching techniques
- principles and characteristics of media, types of media and public relations strategies
- key provisions of codes of practice, legislation and national standards affecting media in Australia
- ethical principles relating to the public relations industry
- terms describing media audience.
Assessment Conditions
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 received and use this information to improve your learning outcomes and final performance in the course are being met.
Assessment of the performance requirements in this unit will be undertaken within the context of media relations and simulated to the workplace.
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 - Knowledge Quiz
Date and time due : Week #6 normal class time
Purpose: This assessment task allows you to demonstrate your knowledge of the media in Australia and its role in public relation activities, including current legislation for media activities. You will also demonstrate knowledge on media plans and strategies, ethical principles and Intellectual Property considerations in PR.
Requirements:
- Questions are in two parts, Part A and Part B.
- You must satisfactorily answer all 12 questions in the spaces provided
- You should answer all questions using full sentences, and word counts when requested
- All work must be your own and you must clearly cite any references you use.
Assessment 2 Task - Marketing Needs Analysis
Date and time due: Week #8
Purpose: This task will include independent research that you conduct, as well as sourcing relevant information from the client – in either a face-to-face or online meeting (e.g. Skype) as well as written communication.
Requirements: This task is conducted in four parts:
- Part A: Media analysis of current and past marketing
- Part B: consultation with the client
- Part C: Creation of a media matrix
- Part D: Present to the client and obtain feedback
Assessment 3 Task - Advertisement Design
Date and time due: Week #11
Purpose: In this task you will create digital advertisements for the three media you planned the advertising strategy around in Task 2.
You may use any software recommended by your teacher for this task.
Requirements: According to the information obtained from the client in your last task, develop electronic advertisements for a product or service to convey the ideas identified for the client’s campaign. You must create three (3) variants or separate ads for the following:
- The business’ website
- The business’ social media
- EDM
Assessment 4 Task - Run and Monitor a Campaign
Date and time due: Week #15
Purpose: Following on from the previous two tasks, you will now be required to launch the campaign to the target market segments as indicated in the approved planning document (calendar and schedule) you completed for Task 2 in consultation with the client.
Requirements: Monitor the initial transmission of the campaign to identify it is working correctly and is without errors. E.g. Launch the test version of the email to check that it looks as you intend, is error-free and renders appropriately on different devices.
Monitor campaign activity and responses daily/weekly (select one) across the three media platforms.
At the end of the campaign you must produce a report from analytics of the three platforms to notify the client of the statistical outcomes of the campaign. From this information you will extrapolate key statistics and in order to make recommendations to the client for future PR.
Present the outcomes in a 1-2 page document and included graphs to support/aid interpretation of the information. Make a minimum of three (3) recommendations to the client, based on the results of the campaign.
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