Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5820C

Course Title: Conduct electronic marketing communications

School: 650T TAFE Business

Campus: City Campus

Program: C4227 - Certificate IV in Advertising

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 course teacher

9925 5155

Nominal Hours: 30

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 applies to individuals working in advertising, public relations, marketing or promotional roles who are required to use electronic communications and existing business websites to effectively convey marketing communications and achieve marketing objectives in accordance with marketing or e-marketing plans.
 


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG412A Conduct electronic marketing communications

Element:

2. Use business website as e marketing tool

Performance Criteria:

2.1. Identify website marketing objectives in the organisation's marketing (or e-marketing) strategy and plan
2.2. Ensure the website design meets objectives and conveys the required image of the business and the features and benefits of its products or services
2.3. Ensure the website content, site map, navigation buttons, frames and multiple pages are in accordance with the marketing strategy and plan
2.4. Ensure the website incorporates data recording, contacts and feedback
mechanisms to allow evaluation of the website as a marketing tool

Element:

4. Monitor and evaluate results of e marketing

Performance Criteria:

4.1. Monitor the transmission of the electronic advertisements or other e-marketing products and rectify any errors or omissions
4.2. Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness
4.3. Evaluate the effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements
4.4. Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to electronic marketing strategies and products

Element:

1. Prepare electronic advertisements

Performance Criteria:

1.1. Choose media for electronic advertisements in accordance with the organisation's marketing (or e-marketing) strategy
1.2. Select multiple marketing channels to optimise marketing effort
1.3. Ensure copy and design elements communicate the desired image, features and benefits of the products or services, and suit the characteristics of the chosen media
1.4. Position and size each element of the advertisement to achieve balance and focus
1.5. Ensure typeface selections suit the product, the chosen media and the central message of the advertisement, and that the layout achieves balance in its elements including white space and margins
1.6. Ensure any added sound, animation or graphics enhance the content of advertisements and do not distract from the message
1.7.Ensure advertisements meet the requirements of the marketing strategy and
legal and ethical requirements

Element:

3. Use electronic marketing

Performance Criteria:

3.1. Identify the required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet the requirements of the marketing strategy, budget and legal and ethical requirements
3.2. Promote marketing channels to identified target market segments
3.3. Place or disseminate electronic advertisements in accordance with the marketing
strategy, media contracts and legal and ethical requirements


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to prepare electronic advertisements for use in Internet, email or facsimile marketing communications, and to evaluate their effectiveness in achieving marketing objectives.


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 assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, tutorials and laboratory exercises. Additional assessable activities will also be provided to students to complete outside of timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.

Students will be assessed in this competency area by several means as outlined below.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment. We expect you to participate and contribute in all scheduled learning activities


Teaching Schedule

Week beginningTopic
Week 1 – 6th FebCourse Introduction and overview.
- key learning outcomes
Week 2 – 13th FebE marketing communication tools and techniques
Week 3 – 20th FebE- marketing channels
Week 4 – 27th FebAssessing the needs of the business
- preparing a client brief
- business objectives + brand values
- functionality requirements

Designing a website

Week 5 – 5th MarchDesign for the net
Week 6 – 12th March
Mon: Labour day PH
Design on weebly continued
Week 7 – 19th MarchDevelopment of integrated marketing communications strategy
Week 8 – 26th March• A focus on:
Search Engine Optimisation

E- Advertising methods of communications delivery
Week 9 – 2nd Apr, • An in depth look at:
Viral Marketing, Blogs, e-newsletters
Week 10 – 16th Apr,• A focus on:
Email Marketing, Extranets, Video on Demand
Week 11 – 23rd April• A focus on:
Social networking twitter, Liknedin, Face book,
You tube
Week 12 – 30th April • A focus on:
Internet Radio and podcasts
Week 13 – 7th May• A focus on:
• Measurement of your e-marketing campaigns
Week 14 – 14th MayIndividual consultation for assessment 3
Week 15 – 21st May• Assessment – integrated e-marketing communications campaign due COB Friday
Week 16 – 28th MayRe-submissions if applicable


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
 


Assessment Tasks

TASK 1 - Portfolio of evidence (first check in week 6 and second check in week 10)

Students are required to keep a folio of their participation in the learning and exploration activities prepared weekly as well as reflections on their own learning experiences. This includes a weekly reflection/discussion blog. During weeks 6 and 10 a selection of any 3 weeks (as determined by the teacher) activities will be reviewed for assessment as part of the portfolio of evidence requirement.

To be deemed competent in this task students must complete and collect evidence of the body of knowledge that they accumulate throughout the course. Students are also required to demonstrate a capacity to reflect on their learning and interact/communicate with other class members thus contributing to their body of knowledge. Formats and templates required for each activity will be provided to students prior to commencement of each week’s classes.

Submission Requirements: Students are required to keep a portfolio of their weekly activities/key learning’s in either written or e-portfolio format.

Task 2 – Knowledge Sharing Workshops (Due Date: Outlined according to the weekly presentation schedule to be completed the first week of classes)

The objective of this activity is to encourage students to explore the concepts and theories presented from a different angle and to learn to learn from each other. In groups of 3 students will research, prepare and present to the whole group, an in depth and focussed examination of a topic that emanates from the course content. This will need to include a whole of group, or small group activity designed to provide a practical angle to a theoretical concepts. Each workshop will last for 20 mins with 10 mins questions and wrap up.

To be deemed competent in this task students must:

• Content that enriches the knowledge of class
• Interesting and engaging presentation style
• Include an activity that practically applies the new learning
• Opportunity for participants to ask questions re the workshop content and activity.

Task 3 – Integrated e-marketing communications campaign (Due Date: Week 15 COB Friday 25th May)

Students will assume the role of marketing consultant, in designated groups of 3 (maximum) they will work on a marketing communications challenge that an organisation may face. Groups will need to research information and analysis required and prepare an e-marketing communications campaign for the organisation’s /product/service.

To be deemed competent in this task students must prepare a comprehensive e-marketing communications campaign with the following elements:

• Structured report presentation
• Introduction
• Identification of the resources needed and task allocation amongst group members
• Goals and Objectives (these will be smart marketing objectives)
• Clear definition and description of the target Market
• Clear recommendations for the e-channel mix
• Design elements relevant to the channel mix and target audience (this must include recommendations for the website developed in weeks 5 and 6)
• Methods for measuring effectiveness and campaign reporting

Submission Requirements: Students are required to provide a written document by the due date.


Assessment Matrix

Course Overview: Access Course Overview