Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term1 2010

Course Code: MKTG5820C

Course Title: Conduct electronic marketing communications

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

Course Contact Jamie Weston

Course Contact Phone +61 3 9925 5478

Course Contact Email jamie.weston@rmit.edu.au

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 required

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:

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:

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:

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

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


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

Students are to develop electronic advertisements for a product or service using electronic media to convey marketing communications consistent with an organisational marketing strategy and objectives. They will also monitor and evaluate the results of electronic advertisements and marketing.

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, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of a real world client company. There will be a large range of online materials incorporated into these learning activities.


Teaching Schedule

Week beginningTopic - see also COSC-5951C – Review and Maintain a WebsiteElement/Performance Criteria
Week 1
8th February
Introduction to the course & overview of online marketing technologies. Create a couple basic web pages. Create a basic adCOSC 5951C - BSBEBU401A 1.1, 2.1
MKTG 5820C - BSBMKG412A 1.3, 1.4
Week 2
15th February
Continue introducing new online marketing technology.
Anyloan exercise – update and website maintenance.
Assignment 1 part A – Dog Land handed out – due next class
COSC 5951C - BSBEBU401A 1.1, 1.3, 2.1, 2.2, 2.3
MKTG 5820C - BSBMKG412A 1.3, 1.4, 1.5, 2.2, 2.3
In class mini assignment 1 Anyloan exercise is due at the end of class (5%)
Week 3
22nd February
Finding your niche – online strategies, competitor analysis, money programs,
Commercial viability, Google Adwords
Hand out niche report due Thursday.
 COSC 5951C - BSBEBU401A 1.1, 1.3, 2.1, 2.2, 2.3
MKTG 5820C - BSBMKG412A 1.3, 1.4, 1.5, 4.1, 4.2, 4.3
Mini assignment 2 - Dog Land assignment due Monday 22/2/10 (5%)
Week 4
1st March
Creating unique content
Hitting the airwaves introduction to weebly, domain name, installing analytics, index and ranking, traffic bug
 COSC 5951C - BSBEBU401A 1.1, 1.2, 1.3, 2.2, 2.5, 3.1, 3.3
MKTG 5820C - BSBMKG412A 1.1, 1.3, 1.4, 2.4, 3.1
Mini assignment 3 - Niche report is due Monday 1/3/10 (5%)
Week 5
8th March
Back linking – using 2.0 websites
Video – get noticed now
Introduction to Campaign monitor
COSC 5951C - BSBEBU401A 1.4, 3.3, 3.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Week 6
15th March
 Assessing website stats. Using Blogger, wordpress, propeller, updating google reader, campaign monitor, costing changes to a websiteCOSC 5951C - BSBEBU401A 1.1, 1.2
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Class activity 1 - Email campaign is due Friday 19/3/10 (10%)
Week 7
22nd March
 Reviewing web stats, getting more traffic, ad splitting, podcasts,COSC 5951C - BSBEBU401A 1.1-1.4, 2.1-2.5, 3.1-3.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Class activity 2 Weebly website is due Friday 26/3/10 (10%)
Week 8
29th March
Google Adsence, Dynamic ads, using google analytics data, pingbacks, keywords, flash bannersCOSC 5951C - BSBEBU401A 1.1, 1.2, 3.4
MKTG 5820C - BSBMKG412A 1.1, 1.2, 1.3, 1.4, 1.5, 1.6, 1.7, 3.1
Mini Assignment 4 - Ad campaign is due Friday 2/4/10 (5%)
 Mid Semester Break (Easter)
From and including Thursday 1st April to Sunday, 11th April, 2010
 
Week 9
12th April
Introduction to Toby - Major project work
Finding your niche – online strategies, competitor analysis, money programs,
Commercial viability, Google Adwords
COSC 5951C - BSBEBU401A 1.1, 1.3, 2.1, 2.2, 2.3
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Week 10
19th April
Back linking (part 2), split ads dynamic ads (part 2). Creating an email campaignCOSC 5951C - BSBEBU401A 1.4, 3.3, 3.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Week 11
26th April
 Bring everything together. Analyse traffic (part 2)COSC 5951C - BSBEBU401A 1.1-1.4, 2.1-2.5, 3.1-3.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Week 12
3rd May
Continue working on the major project assignment in your groups.COSC 5951C - BSBEBU401A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Week 13
10th May
Continue working on the major project assignment in your groups.

 COSC 5951C - BSBEBU401A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4

Week 14
17th May
 Continue working on the major project assignment in your groups. COSC 5951C - BSBEBU401A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Report due (25%)
Week 15
24th May
 Project Presentation COSC 5951C - BSBEBU401A 1.1-1.4, 2.1-2.5, 3.1-3.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Presentation (15%)
Week 16
31st May
 Student InterviewsCOSC 5951C - BSBEBU401A 1.1-1.4, 2.1-2.5, 3.1-3.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Panel Interviews covering all content by appointment with teacher.
Weeks
1,2,3,4,5,6,7,8,9,10,11,12,13
Week 17
7th June
 Student Interviews COSC5951C - BSBEBU401A 1.1-1.4, 2.1-2.5, 3.1-3.4
MKTG 5820C - BSBMKG412A 1.1-1.7, 2.1-2.4, 3.1-3.3, 4.1-4.4
Panel Interviews covering all content by appointment with teacher.
Weeks
1,2,3,4,5,6,7,8,9,10,11,12,13
Week 18
14th June
 Course Feedback 


Learning Resources

Prescribed Texts

none


References

• Peter, R.,(2004): Marketing, A Practical Approach, 6thEd., McGraw-Hill Publishing.
• Kotler, Brown, Adam & Armstrong, (2004): Marketing, 6th Ed., Pearson Education Australia, Prentice Hall.
• Summers, Gardiner, Lamb, Hair & McDaniel, (2005): Essentials of Marketing, 2nd Ed., Thomson.


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 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

Assessment 1 – (Mini-Assignments 4 x 5 = 20% plus activities 2 x 10 = 20%) = 40%
A series of 6 mini-tests spread across the semester will aim to measure the student’s performance in terms of their understanding of the theoretical aspects of Marketing Research as delivered in Lectures. This assessment is intended to encourage students to: attend lectures; read the text; and participate in tutorial exercises and activities across the entire semester. In actual fact this is a gauge of how committed you are to this course! Students that are absent without medical evidence for any of these mini-tests (and activities) will sacrifice the mark they would have scored for that test (or activity). Participation in class activities will be marked separately and comprise another 10%, this will include the organisation, participation in and conduct of a focus group.

Assessment 2 – Major Project (group work) plus (Group) Presentation (25% + 15% = 40%)
Students will form groups that will be given a range of research tasks to complete as part of the Major Project. These groups should consist of 3 – 4 students (the same as for your other Courses) and are expected to work on the given case study which will form the basis of the project work to be completed during this semester. The major project is scheduled to be completed and submitted in Week 14 with the Presentation of your findings in Week 15.

Assessment 3 – Student Interview (20%)
The third assessment will focus on individual students’ to present themselves in an interview with their class teacher or panel of teachers on concepts and principles covered in lectures, tutorials and workshops during the semester. This is really quite an arduous test of students’ understanding of the subject content so it must be prepared for thoroughly!


Assessment Matrix

 Performance Criteria Assessment 1
(40%)
Assessment 2
(40%)
 Assessment 3
(20%)
 1. Review website content and use.
COSC5951C/1
 ✔✔✔
 2. Update website
COSC5951C/2
  ✔ ✔✔
3. Carry out non technical site maintenance
COSC5951C/3
✔   ✔ ✔
 1. Prepare electronic advertisements
BSBMKG412A/1
  ✔ ✔ ✔
2. Use business as an e marketing tool
BSBMKG412A/2
✔  ✔✔
3. Use electronic marketing
BSBMKG412A/3
✔✔✔
4. Monitoring and evaluate results of e marketing
BSBMKG412A/4
✔✔✔

Other Information

ACADEMIC ADMINISTRATION PROCEDURES
Students who require general assistance should, in the first instance, approach their class teacher. Secondly, students should contact the course coordinator and lastly, the program coordinator.

Plagiarism
Plagiarism is the presentation of the work, idea or creation of another person as though it is your own. It is a form of cheating and is a very serious academic offence that may lead to expulsion from the University. Plagiarised material can be drawn from, and presented in, written, graphic and visual form, including electronic data and oral presentation. Plagiarism occurs when the origin of the material used is not appropriately cited. Is also occurs through enabling plagiarism, which is the act of assisting or allowing another person to plagiarise or to copy your own work. Please make sure you consider this carefully in completing all your work and assessments in this course and if you are unsure about whether you might have plagiarised, seek help from your teacher.

Examples of plagiarism include:
• Copying sentences or paragraphs word-for-word from one or more sources, whether published or unpublished, which could include but is not limited to books, journals, reports, theses, websites, conference papers, course notes, etc. without proper citation;
• Piecing together text from one or more sources and adding only linking sentences;
• Copying or submitting whole or parts of computer files without acknowledging their source;
• Copying a whole or any part of another student’s work; and
• Submitting work as your own that someone else has done for you.

For further information including “Plagiarism (and how to avoid it): Resources for Students” please refer to the Plagiarism section of the RMIT Policies, B. Students available at http://www.rmit.edu.au/corporate-governance

For information relating to the penalties for plagiarism and cheating, please refer to Regulation 6.1.1 Student Discipline available at http://mams.rmit.edu.au/j4lb68xx36oj1.pdf
Penalties include official reprimand, recording of a failure result or expulsion from the University.

Submission of written work/assessment
All of your written work must conform with RMIT’s guidelines “Written Reports and Essays: Guidelines for Referencing and Presentation in RMIT Business” which can be found at: http://mams.rmit.edu.au/s9sx559hurvc.rtf

All of your written assessment must be lodged by the due date in the format specified for the particular assessment task. Written assessment must have a footer containing: student number, student name, course code, title of assessment and teacher’s name.

Staple your assignment. Please do not place in plastic binders or plastic pockets.

Attach a signed Assignment Cover Sheet to each submission of written work or assessment. Cover Sheets are available near the lifts on Level 13 or from http://mams.rmit.edu.au/7ksj9bbov094.doc

You must keep a copy of your assignment/written work, which can be produced if the original is lost or damaged.

Supervised Assessment
Unless otherwise instructed by your class teacher, course coordinator or invigilator, the following conditions apply to your supervised assessments:
• All answers are written in blue or black pen only. Answers written in other colours or pencil will not be marked, excluding diagrams.
• The only materials which may be brought into the assessment room are blue or black pens, pencil, eraser and correction fluid. Items such as electronic dictionaries, mobile phones, electronic devices, written material and paper are not to be brought into the assessment room. It is a breach of assessment conditions to have any unauthorized materials or equipment in the assessment room.
• Assessment papers, questions and other material provided by the University are not to be removed from the assessment room.
• There is no communication of any kind with any person either inside or outside the assessment venue, apart from the assessment supervisor/invigilator or course teachers.

Special Consideration
You may apply for special consideration no later than 48 hours (2 working days) after the date of test/exam or due date for assessment. Forms are available from BTS Reception on Level 13 or from http://www.rmit.edu.au/student-records/studentforms Grounds for Special Consideration may include illness, accident, bereavement etc. All supporting documentation must be included with your application. Completed forms must be addressed to the program coordinator and submitted to Reception on Level 13, Building 108.

The Business TAFE School does not have a Scheduled Deferred Exam Period. You will be notified of the date and time of deferred exams.

Return of Assessments
Assessments will be returned to you by one of the following methods (please ask your class teacher or course coordinator for further information):
1. Assignments/written work will be returned to you
• During class times
• By post if you attach a stamped, self-addressed A4-sized envelope to your assignment
2. In-class tests will be returned to you for individual consultation with your teacher; the teacher may then re-collect the tests which are to be retained by the Business TAFE School.
3. You may view your marked exam papers upon request. Exam papers will be retained by the Business TAFE School.

Variations to Assessment
A change will not be made to the form or forms of assessment as detailed in the Course Guide unless:
1. the students enrolled in that course have received notice in writing of the proposed change; and
2. the change is approved by the Head of School and not less than seventy percent of the students enrolled in that course.

Appealing Assessment
You are entitled to appeal assessment results. Any appeal should be submitted to the program coordinator not more than 20 days after receiving notice of the result for the assessment. Please refer to RMIT Policy – Appeal Against Assessment Result available at http://www.rmit.edu.au/corporate-governance

Late Submission of Work or Assessment
Only in cases of exceptional and genuine hardship (not including inconvenience or poor study planning), will limited extensions be considered. Students must lodge a completed Application for Extension Form before the official submission date for the work or assessment. Completed applications are to be addressed to the course coordinator and submitted via Reception on Level 13, Building 108. Documentary evidence should be provided. Note: Extensions are not automatically granted.

Relevant previous study or work/life experience and credit in this course
RMIT University recognises nationally accredited or endorsed qualifications and Statements of Attainment issued to the student by other Registered Training Organisations (RTO’s).

Also, RMIT provides credit for work experience or other forms of life experience that match the learning outcomes/competencies of RMIT courses. You must provide evidence that is current, relevant valid, and verifiable that your experience matches the learning outcomes/competencies of the relevant course for which you are seeking credit. This evidence may include formal qualifications (certificates, etc); work samples; references; documents, etc.

To apply, you should obtain an RPL Information Sheet from BTS Reception on Level 13. Forms are also available at Reception or from the RMIT Website at http://www.rmit.edu.au/student-records/studentforms . You should complete the appropriate form (RPL and/or Credit Transfer), attach the relevant supporting documentation and submit to the program coordinator via Level 13 Reception within one month of enrolling.

Attendance Requirements
RMIT encourages students to attend all scheduled classes to optimise academic success. In a number of regulatory and legislative circumstances, RMIT must monitor student attendance in order to comply with the requirements of external accrediting bodies.
Further information may be found at http://mams.rmit.edu.au/gcpysrjipiri.pdf

International Students:
If you are an onshore international student, you have agreed under the provisions of your student visa to attend at least 80% of your scheduled classes. RMIT monitors attendance for all TAFE programs and courses, and must comply with the requirements of the ESOS Act 2000. If you are an international student who does not attend scheduled RMIT classes for 5 consecutive days, RMIT MUST contact you to establish the reason for your absence. If a valid reason cannot be provided, RMIT MUST advise the federal Immigration Department of your non-attendance. In this case, your student visa may be revoked and you may be asked to leave Australia. Note: All international students are required to enrol full-time. Full-time is defined as 100% of a nominal program load as documented in the program curriculum. Exceptions may be approved by the Head of School or nominee only in special and specific circumstances.

Austudy Students:
It is important that you refer to the Austudy agreement that you signed for information about attendance. Contact Centrelink for further information. Note: “Full-time study means: a workload that is considered full-time by an approved institution (at least 75 per cent of the normal full-time student workload each semester)”.

Student Forms
Student forms such as Change of Personal Information, Appeals, Recognition of Prior Learning (RPL) and Enrolment Variation are available at http://www.rmit.edu.au/student-records/studentforms . Forms are also available from Reception on Level 13.

Assistance with Study
Students who require general assistance should, first approach their class teacher. Failing which, students should contact the course coordinator and finally, the program coordinator.

Study Skills: The Learning Skills Unit provides free individual or group assistance to help students achieve their educational goals. Assistance is available in English language, Study Skills, Maths and Science. The LSU may be contacted by phone 9925 5651 and is located in Building 108, Level 3, Rooms 37 or 39.

Managing a Disability: Students with a disability may contact the Disability Liaison Unit (DLU) on 9925 1089 (or TTY 9925 3673) for assistance. The unit is located in Building 11 (main City Campus), Level B.

Issues for International Students: The Centre for International Students and Scholars has an ISIS Unit which provides centrally coordinated information, support and an advisory service for international students. The main office is located in Building 9, Level 1, Room 7 (City Campus) - phone 99253454. Further information is available at http://www.rmit.edu.au/isis

COURSE EVALUATION & FEEDBACK

You will receive ongoing feedback on your progress in the course. Feedback on assessment will be given in a timely manner. You will be informed about how to improve your performance in the competency/course and what you need to do to be deemed competent or to gain a pass in the assessment.
Feedback on the course itself is welcome at any time to the class teacher, course coordinator or program coordinator. Periodic course evaluation surveys are also conducted.

Feedback on assessment will be given in a timely manner. They will be informed about how to improve their performance in the competency/course and what they need to do to be deemed competent or to gain a pass in the assessment.

Course Overview: Access Course Overview