Course Title: Develop strategies to monetise digital engagement

Part A: Course Overview

Program: C5366 Diploma of Marketing and Communication

Course Title: Develop strategies to monetise digital engagement

Portfolio: BUS Portfolio Office

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.

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG7982C

City Campus

TAFE

650T Vocational Business Education

Face-to-Face or Internet

Term1 2017,
Term2 2017

Course Contact: Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email: sally.parrott@rmit.edu.au



Course Description

This unit describes the skills and knowledge required to monetise digital engagement through focus on customer engagement, content relevance and real-time payment systems.

 It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for working with clients on improving income streams from their digital strategies.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

BSBMKG526 Develop strategies to monetise digital engagement

Elements:

1. Analyse the digital channel to be monetised

2. Create design interventions

3. Select and implement tools and technologies

4. Monitor and evaluate performance


Learning Outcomes

Individuals will learn to work in a variety of marketing communications occupational roles and have responsibility for working with clients on improving income streams from their digital strategies.


Overview of Assessment

To be deemed competent in this course students must provide:

Performance Evidence

Evidence of the ability to:

  • analyse a digital engagement channel and identify the opportunities to monitise transaction
  • prepare success criteria for monetised transactions
  • prepare a model of customer engagement showing preferred points-of-sale and closure
  • describe how digital authentication and security works to develop customer trust
  • negotiate service agreements
  • identify trends and performance information from transaction data.

 

Knowledge Evidence

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

  • explain the differences between paid, owned and earned customer engagement
  • compare the engagement features of common digital financial transaction systems
  • list current payment processing tools and technologies used in digital transactions
  • identify the relevant aspects of financial services legislation that impact on digital financial transactions.