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: C4228 - Certificate IV in Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Contact Liz Grady
Phone +61 3 9925 5423

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


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


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


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


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

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities. The self-paced activities will be delivered thought various technology platforms and include your contribution to homework activities, 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

Topic 1
Course Introduction and overview.
- key learning outcomes
- course in the context of marketing

Topic 2
Assessing the needs of the business
- preparing a client brief
- business objectives + brand values
- functionality requirements

Topic 3
Aesthetics and page design
Site navigation and OVP

Topic 4
Good design continued

Topic 5
Introduction to Weebly
- blogs/pages, contact forms, enewsletters

Topic 6
Further development in Weebly

Topic 7
Building banner ads
Embedding moving footage

Topic 8
Social media/custom widgets
Google Analytics

Topic 9
SEO & Webmaster tools for site verification

Topic 10
Social media & viral marketing

Topic 11
Online advertising & email campaigns

Learning Resources

Prescribed Texts


Other Resources

There are no prescribed texts for this course. Resource materials will be provided through the course delivery.

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 Task 1 Requirements Report (Due in class Week 5)
In pairs, students 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 website/advertisements for a real client, themselves, or revamp an existing 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 website to be used as part of the organisation’s e-marketing communications.

Assessment Task 2 Individual Website (Due in class Week 11)
Working in the same pairs, students are to develop 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 website objectives are achieved.

Assessment Task 3 Research & Case Study Analysis Presentation (Due in class Week 14)
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. This assessment task will comprise a formal report and also a PowerPoint presentation.

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.

Assessment Matrix

Course Overview: Access Course Overview