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Institute of Internal Communication:
Foundation Diploma of Proficiency in Internal Communication
This schedule is part of the Partnership Agreement which covers the accreditation of the
above, whereby:
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Delivery and assessment will be provided by the IoIC
Accreditation will be provided by SSU
SSU will monitor processes and standards
SSU will provide the IoIC with award of credit certification for its successful
students
CREDIT POINTS: 30
UNIT CODE:CCA415
FHEQ LEVEL: 4
PARTNERSHIP SCHOOL: Communications
and Marketing
UNIT DESIGNATION: Standalone
Professional Development, delivered by
IoIC
Link tutor: Sally Holland
Date last modified: March 2016
Unit delivery model: WBL
Max & Min Student No.: Min 5 per group.
Max. 10
TOTAL STUDENT WORKLOAD
This accreditation programme is almost exclusively work-based. Students initially attend an
immersion day led by the IoIC. Work towards the unit is then carried out by students in their
own workplace fully supported by the IoIC, who may be contacted at any time for support, an
IoIC mentor and a specified line manager from the student’s own workplace. Distance learning
is available electronically, as are detailed learning resources in the student area of the IoIC
website. The work-based nature of the programme and its explicit relevance to the role of the
internal communication practitioner means that almost all of the day-to-day work of students
provides opportunity for learning and development relevant to the programme.
PREREQUISITES AND CO-REQUISITES: None
Students enrolling on the Foundation Diploma are likely to be relatively new to the internal
communication arena and could be working as an assistant or junior member of the team.
UNIT DESCRIPTION
This accreditation programme is designed for practitioners in internal communications. In
studying this programme, students will develop the foundation knowledge and skills that they
need to become a proficient practitioner in internal communications. The programme provides
a framework within which students learn, practise, reflect on and improve techniques for
communicating effectively with key audiences for internal communication including
colleagues, internal and external clients and suppliers. The programme is delivered in the
workplace with students required to pro-actively access learning from a variety of sources
including an industry mentor, their line manager, colleagues and IoIC professionals. A key
element of the programme is a varied and thorough assessment strategy which balances the
student’s ability to demonstrate knowledge and proficiency in an evidence based portfolio with
an industry based practical project which mimics the typical workplace demands of an internal
communications role.
LEARNING OUTCOMES
On successful completion of the accreditation programme, students should be able to:
Knowledge and Understanding
K1
Demonstrate an understanding of the role of the internal communications professional
K2
Show evidence of understanding how audience, message and medium will influence
choice of internal communication styles
K3
Demonstrate in context with their own work place practice an understanding of ethical
& legal issues in relation to internal communication
Cognitive Skills
C1
Use different communication channels appropriately to achieve stated purposes
Practical and Professional Skills
P1
Research information accurately for dissemination to an internal audience
P2
Support colleagues in delivering a specific communication campaign
Transferable and Key Skills
T1
Write accurate, simple communications for a variety of channels using plain English
and correct grammar
AREAS OF STUDY
The accreditation programme will cover the following topics:
 What is internal communication?
 Communication channels
 Different audiences
 Photography and illustration
 Design
 Meetings
 Legal issues
 Communication ethics
 Interviewing skills
 Writing skills
 Editing skills
 Proof reading
 Research
 Planning
 Team working
 Interpersonal communication
 Working effectively with internal and /or external clients and suppliers
 Professional Development
LEARNING AND TEACHING STRATEGY
This programme is delivered almost entirely in the workplace. In completing the programme
students will develop knowledge, skills and informed practice which is integral to their day to
day work place role. The programme starts with an immersion day which prepares students for
the unit assessments and introduces them to required areas of learning. Over the course of the
programme, students study defined practical topics seeking advice and support from their
industry mentor, their line manager, and the IoIC training partner. Where possible the
student’s line manager will provide practical support on their day-to-day learning, further
support can also be obtained from the industry mentor. The IoIC acts as the definitive source
for queries, as well as providing the students’ with staged formative feedback opportunities.
The learning journey is structured by the assessment. The evidence portfolio requires
students to evidence a particularly broad range of practice and knowledge which means that
almost all areas of their day to day work will generate learning opportunities for students.
The understanding and application of the work-based practice is then further developed
through the industry based practical project. The exam and interview acts as the final part of
the learning journey, where the students evidence their industry skills under time constraints
and in front of a panel of industry experts.
To further support the learning, students have access to distance learning materials and
resources such as journal articles and exemplar material through the student area of the IoIC
website.
ASSESSMENT STRATEGY
There are three elements to the assessment strategy for this unit:
1. An evidence portfolio in which students provide evidence of learning and competence
in relation to defined topics. The evidence portfolio also has a reflective element where
students reflect on the application of theory to their work place learning.
2. An industry based practical project. As part of the assessment the student will conduct
a telephone briefing with a member of the IoIC, to facilitate a line management
briefing, to present their project and proposed communication plan.
3. An exam and interview with industry panel which focuses on the assessment of skills
relevant to the internal communications professional.
Taken as a whole the assessments provide the opportunity to judge the student’s competence
as well as their learning, particularly as they are asked to reflect on their learning experiences
as part of the evidence portfolio. Students are required to use evidence of real work for their
evidence portfolio which emphasises the relevance of their learning and provides an economic
way of demonstrating their knowledge, skills and experience.
The industry project is particularly used to assess students’ oral communication, interviewing
and questioning skills.
Formative feedback on the evidence file and the industry based practical project is available
from both the student’s line manager, industry mentor and the IoIC’s training partner. In
addition, students can submit practice exam papers to the IoIC for formative feedback.
Exemplars of previous exam papers are available on the student area of the IoIC website.
The exam is an appropriate method of assessment for skills and knowledge associated with this
unit as internal communications practitioners are often required to write, proof read and edit
to high standards under considerable time pressure.
ASSESSMENT
AE1
weighting:
assessment type:
length/duration:
anonymous marking:
AE2
weighting:
assessment type:
length/duration:
34%
An evidence portfolio
5000 words
No
33%
An industry based practical project
2500 words
AE3
anonymous marking:
No
weighting:
assessment type:
length/duration:
33%
Exam and interview
2.5 hours, to include 15 minute interview with industry
panel
No
anonymous marking:
Aggregation of marks
The delivery of the PDU is run by the IoIC. All three pieces of assessment are aggregated to
produce an overall unit mark (pass mark for the unit 60% or above). A lower percentage pass
mark is considered inappropriate, as passing the accreditation programme, provides students
with an industry recognised qualification where standards below 60% would not be acceptable.
Passing the PDU, gives the student industry recognition that they are capable of operating
within Internal Communication, at a good level of professional competence.
Re-assessment Rules
Referral will be required when the aggregated unit mark of 60% is not achieved. In the case of
referral for AE1 the evidence portfolio and AE2 the industry based practical project, students
will be required to re-write and resubmit, taking into account feedback they have received
from the IoIC. Students will be asked to submit the original assessment for comparison
purposes. Referral for AE3, the exam, a new paper and interview will be conducted at the next
convenient interview and exam date.
INDICATIVE READING – see attached indicative list
Bivins, T. (2008) Public relations writing: the essentials of style and format 6th edition London
McGraw-Hill
Gebauer, J & Lowman, D (2008) Closing the Engagement Gap, How Great Companies Unlock
Employee Potential for Superior Results New York: Portfolio
Hargie, O & Tourish, D (2009) Auditing Organisational Communication: A Handbook of Research,
Theory and Practice London: Routledge
Moon, J (2004) A Handbook of Reflective & Experiential Learning: Theory & Practice, London:
Routledge Falmer
Moore, R., Maye C., and Collins, E. (2011) Advertising and Public Relations Law, London:
Routledge
Parsons, P (2008) Ethics in Public Relations A Guide to Best Practice, London: Kogan Page
Quirke, B (2008) Making the connections: using internal communication to turn strategy into
action Farnham: Gower Publishing Ltd
Wright, M (2009) Gower Handbook of Internal Communication Farnham: Gower Publishing Ltd
Unit Author: Sally Holland
Date of version: March 2016.