Course Title: Develop strategies to monetise digital engagement

Part B: Course Detail

Teaching Period: Term1 2017

Course Code: MKTG7982C

Course Title: Develop strategies to monetise digital engagement

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

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

Elaine Holstein

elaine.holstein@rmit.edu.au

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.

Pre-requisites and Co-requisites

None

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.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG526 Develop strategies to monetise digital engagement

Element:

1. Analyse the digital channel to be monetised

Performance Criteria:

1.1 Evaluate the opportunities for paid, owned or earned customer engagement

1.2 Audit prior experience with channel monetary transactions

1.3 Identify barriers to streamlined transactions

1.4 Prepare key observable and measurable criterion for successful channel monetisation

1.5 Recognise and incorporate financial service requirements within current legislation, regulation and organisational policy

Element:

2. Create design interventions

Performance Criteria:

2.1 Prepare reliable digital processes that develop customer trust

2.2 Define the features and applications required to enable transactions

2.3 Specify authentication and security requirements to secure transactions

2.4 Model the digital customer engagement to select points-of-sale and closure

Element:

3. Select and implement tools and technologies

Performance Criteria:

3.1 Negotiate with financial institutions to establish effective processing parameters

3.2 Evaluate and select payment processing tools and technologies

3.3 Determine reliable systems for the collection and analysis of transaction data

3.4 Ensure tools, technologies and applications are tested and activated within identified performance parameters

Element:

4. Monitor and evaluate performance

Performance Criteria:

4.1 Regularly review performance with a financial analytics service

4.2 Track transaction metrics using suitable technologies

4.3 Monitor and identify gaps in performance against requirements and adjust as necessary

4.4 Evaluate and report on monetisation effectiveness


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.


Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.


Teaching Schedule

 This course is co-delivered and co-assessed with Plan Social Media Engagement MKTG7983C

 

 

 

Weekly Schedule

BSBMKG526 Develop strategies to monetise digital engagement clustered with BSBMKG527 Plan social media engagement

Semester 1 2017

Week number

Week beginning

Topic

Assessments

1

6th February

Introduction to the course, assessments and student resources 

 

2

13th  February

The concept of a “virtual organisation”

What is digital content

What it is to monetising digital content  setting the scene, past and future finding your space through some market analysis

 

3

20th February

Defining and exploring your concept…a look at the range of options.

 

Target market identification and how do we engage with them?

Assessment 1 workshops begin

4

27th February

Identifying and managing critical stakeholders in the process

Customers,

Suppliers

 

5

6th March

What is engaging digital content

Design engaging digital content –

 

6

13th March – Monday Labour Day Public Holiday

Writing engaging digital  content

 

7

20th  March

 Social media and other online channels, examples, research and development

 

8

27th March

 Social media and other online channels

examples, research and development

 

Assessment consolidation 

 

9

3rd April

Managing your digital offering across all platforms

Assessment 2 part 1 due 23:59 Sunday 9th April

10

10th April

Models for monetisation looking at different models and different companies…case studies

 

 

 

Mid semester break 13th -19th April

 

11

24th April – ANZAC DAY public holiday 25th April

Models for monetisation looking at different models and different companies…case studies

 

12

1st May

Payment enablement- local and international

 

13

8th May

 

Payment enablement here and international cont.

 

Measuring and reviewing your performance

 

14

15th may

 

Assessment consolidation

 

15

22nd May

Assessment 2 part 2 due

Assessment 2 Part 2

23:59 Sunday 28th May 2017

16

29th May

Resubmits if required

 

 


Learning Resources

Prescribed Texts


References


Other Resources

Resources will be provided to students throughout the semester as required.


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.

 


Assessment Tasks

Assessment Task 1

Knowledge sharing workshop

Weekly from week 3

To be completed in pairs

This task will be completed in pairs and involves the selection of a shared knowledge workshop topic from those presented on the group wiki. Students will then research the selected topic and present a short 15 minute overview of their findings to the broader class group. They must include a combination of both informal (verbal presentation) and formal (written format) communications. Students must also seek audience questions and be prepared with answers that demonstrate some understanding of the topic in question.

 Assessment Task 2 parts 1 and 2

Creating and monetising engaging digital content- Parts 1 and 2

 

 

Part 1 due: 23:59 Sunday 9th April 2017

 

 

Part 2 Due: 23:59 Sunday 28th May 2017

 

 

 

This task can be completed individually or in pairs 

This task involves the selection of a digital vehicle, i.e. Blog, speciality website, You tube channel, game, app etc. for which students will develop engaging content then devise a monetisation strategy relevant to their target market/s. Students will consider metrics to determine success of their venture across a range of criteria.

This assessment will be uploaded into Blackboard in a report format either PDF or as a word document.


Assessment Matrix

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. 

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: 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.

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 More Information: http://rmit.edu.au/browse;ID=7usdbki

Course Overview: Access Course Overview