Course Title: Review and maintain a website

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: COSC5951C

Course Title: Review and maintain a website

School: 650T TAFE Business

Campus: City Campus

Program: C4228 - Certificate IV in Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:timothy.wallis@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Elaine Holstein

elaine.holstein@rmit.edu.au

9925 5155

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 required

Course Description

This unit applies to individuals who have knowledge of the relationship between web-sites and the core functions of an organisation. They also have working knowledge and skills of performing basic updates to web site content. They may provide administrative support within an organisation or be other individuals who have been delegated this responsibility.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBEBU401A Review and maintain a website

Element:

1. Review website content and use

Performance Criteria:

1.1.Monitor and analyse customer and user feedback in accordance with organisational timelines
1.2.Analyse automatically collected website data and identify trends
1.3.Make recommendations on changes to the website and its content in response to feedback and data analysis and approve changes scheduled for implementation
1.4.Review cost implications of the recommended changes to determine their viability

Element:

2. Update website

Performance Criteria:

2.1.Replace superseded and inaccurate information with current information and add additional material in accordance with organisational requirements
2.2.Follow protocols for ensuring the accuracy and authenticity of information
2.3.Remove services no longer available or required and add new ones in accordance with organisational requirements
2.4.Check off-line information against that posted on the website and rectify discrepancies in accordance with organisational timelines
2.5.Follow security procedures for updating the website

Element:

3. Carry out non technical site maintenance

Performance Criteria:

3.1.Analyse user feedback to confirm that faults have resulted from the site and are not user problems
3.2.Rectify faults and make improvements to the site in response to user feedback approved by the organisation
3.3.Add new web pages and/or active links and remove redundant pages and links in accordance with organisational requirements
3.4.Make site changes in response to changes in marketing strategy in accordance with organisational requirements and consideration of cost benefits


Learning Outcomes


This unit describes the performance outcomes, skills and knowledge required to undertake data analysis, review website content and update and maintain a website.


Details of Learning Activities

Practical activities, case studies and class discussion as well as work relevant assessments.


Teaching Schedule

weekDateTopic
111th febCourse Introduction and overview.
- key learning outcomes
- course in the context of marketing
Familiarisation with:
• Program
• Services/facilities
• Other students
• Teacher(s)
• Where to get support
• Student responsibilities
• Course requirements
• Course support documents
• Pre-reading
• Blackboard
• Overview of assessment requirements
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
218th febOverview of the elements of marketing and marketing communications planning
Goal and objectives setting

Students will identify a marketing challenge that will provide the focus for a major assignment

Overview of the regulatory framework

 

325th febE marketing communication tools and techniques

An overview of the tools available to the e-marketer/advertiser
E- marketing channels

Exploration of the range of e-marketing communication channels and an analysis of their strengths and weaknesses

Development of integrated marketing communications strategy

Students explore the strategic approaches to integrating marketing communications with an emphasis on the developing on e-marketing communications
• Examination of reporting styles/formats

 

44th marchAssessing the needs of the business
- preparing a client brief
- business objectives + brand values
- functionality requirements
Good design continued
5 Labour Day Public Holiday11th marchProject Planning

Techniques and templates will be discussed for these two important processes
stakeholder Management
Techniques and templates will be discussed for these two important processes

 

618th marchI• A focus on:
Search Engine Optimisation & Webmaster tools for site verification

 
725th marchDesign for the net

• Aesthetics and page design
• Site navigation
• Advertising
• Website introduction
• Introduction to to Weebly

 28th march-3rd April mid-semester break 
88th April• Designing a website continued
 
915th April• Designing and building banner ads
1022nd April• A focus on
• e-newsletters and email
1129th April• An in depth look at:
Viral Marketing, Blogs,
126th may• A focus on:
Extranets, Video on Demand Social media and custom widgets, twitter, Linkedin, Face book,
You tube Internet Radio and podcasts
1313th may• A focus on:
Measurement of your e-marketing campaigns
Google Analytics
1420th mayPulling it all together
Final Practical session
1527th mayGroup interviews and assessment 2 feedback
163rd juneGroup interviews and assessment 2 feedback

 


Learning Resources

Prescribed Texts


References


Other Resources

To be discussed during classes.


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

 This course is co-delivered and co-assessed with MKTG 5820C Conduct Electronic Marketing communications

Assessment Tasks

 

You are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

Assessment Task 1 - Requirements Report (Due COB Friday Week 7)

In pairs, students assume the role of e-marketing consultant for a business of their choice. They are to decide upon a business or idea for which there is a need for new e-marketing communications including a website and electronic advertisements to convey marketing communications consistent with the organisations marketing objectives. Students can choose to develop the e-marketing strategy for a real client, themselves, or revamp an existing strategy and website for an organisation they know of but with whom they may not have direct contact.

They are then to produce a detailed requirements report covering the business needs and to make appropriate recommendations for a new/revised strategy and website to be used as part of the organisation’s e-marketing communications.

The report needs to include:

• Structured report presentation
• Introduction – Identification of the company and the challenge
• Goals and Objectives for the strategy (these will be smart marketing objectives)
• Clear definition and description of the target Market
• Project Plan – how will we go about planning and implementing the project
• Stakeholder Management Plan
• Summary and clear recommendations for the e-channel mix to achieve the communications objectives

Students will be provided with detailed marking guides for each assessment task at the commencement of the course as well as all the relevant templates.
Submission Requirements: Students are required to provide a written document uploaded onto blackboard. Emailed submissions will not be marked.

Assessment Task 2 - E-communications strategy and Website (Due COB Monday Week 14)

Working in the same pairs, students are to develop and implement their approach including a basic website in-line with the project scoped for Assessment 1 – Requirements Report. The website must be designed, incorporating an electronic advertisement, with consideration for the research conducted in the requirements report paying particular attention to ensuring the brand essence, online value proposition and design and functionality requirements are adhered to in order that the overall communications objectives are achieved.

This assessment will include:
• E communications design elements (i.e, email, newsletter, advertisements etc.) relevant to the strategic objectives, channel mix and target audience
• The website
• Methods for measuring effectiveness and campaign reporting
• Summary and recommendations
• Final small group interviews in week 15 and 16


Students will be provided with detailed marking guides for each assessment task at the commencement of the course.
Submission Requirements: Students are required to provide a relevant website links and where applicable PDF’s of the advertisements not included as part of the website. This needs to be uploaded onto blackboard. Emailed submissions will not be marked.


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

Working in groups, students are required to research a pre-determined area of electronic marketing (social media, viral marketing, email marketing, online advertising etc) and present a summary of the key trends in within the area. Additionally, students are to identify and present two case studies of recent examples of best practice work from this area of electronic marketing.

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. Students will research, prepare and present to the whole group, an in depth and focussed examination of a topic they have selected. 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 in total and will be presented during class time, (This is a weekly activity which means that each group presents only once during the semester). The schedule and topics will be discussed in week 1.

The workshop needs:

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

The presentation needs to be saved as a PDF and uploaded into Blackboard the day that it is presented by one of the group members.
Emailed submissions wil not be accepted.

You should:

• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at http://rmit.edu.au/browse;ID=ls0ydfokry9rz website.
• 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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.


Assessment Matrix

Critical aspects of evidence

Evidence of the following is essential:
• website and its content continues to meet the requirements of the business after maintenance changes
• identification and resolution of faults, errors and/or complaints with website.
Required Knowledge Assessment
• identification and overview knowledge of key provisions of relevant legislation from all levels of government that may affect aspects of business operations, such as:
• anti-discrimination legislation
• ethical principles
• codes of practice
• privacy laws
• Occupational Health and Safety
• basic principles of website design and maintenance
online security issues. Assessment tasks 1, 2 and 3
Required Skills Assessment tasks 1, 2 and 3
• literacy skills to interpret policies and procedures, provide recommendations to others and to draft text in a logical sequence and structure appropriate for an online format
Assessment tasks 1, 2 and 3
• numeracy skills for basic statistical analysis of website usage data
Assessment tasks 1, 2 and 3
• communication skills for consultation with users and customers. Assessment tasks 1, 2 and 3
Element Assessments
1. Review website content and use
1.1. Monitor and analyse customer and user feedback in accordance with organisational timelines
1.2. Analyse automatically collected website data and identify trends
1.3. Make recommendations on changes to the website and its content in response to feedback and data analysis and approve changes scheduled for implementation
1.4. Review cost implications of the recommended changes to determine their viability 1,2 and 3
2. Update website
2.1. Replace superseded and inaccurate information with current information and add additional material in accordance with organisational requirements
2.2. Follow protocols for ensuring the accuracy and authenticity of information
2.3. Remove services no longer available or required and add new ones in accordance with organisational requirements
2.4. Check off-line information against that posted on the website and rectify discrepancies in accordance with organisational timelines
2.5.Follow security procedures for updating the website 1,2 and 3
3. Carry out non-technical site maintenance
3.1. Analyse user feedback to confirm that faults have resulted from the site and are not user problems
3.2. Rectify faults and make improvements to the site in response to user feedback approved by the organisation
3.3. Add new web pages and/or active links and remove redundant pages and links in accordance with organisational requirements
3.4.Make site changes in response to changes in marketing strategy in accordance with organisational requirements and consideration of cost benefits 1, 2 and 3

Course Overview: Access Course Overview