Course Title: Conduct electronic marketing communications
Part B: Course Detail
Teaching Period: Term1 2013
Course Code: MKTG5820C
Course Title: Conduct electronic marketing communications
School: 650T TAFE Business
Campus: City Campus
Program: C4228 - Certificate IV in Marketing
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Contact Elaine Holstein
Phone +61 3 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
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
1.1.Choose media for electronic advertisements in accordance with the organisation's marketing (or e-marketing) strategy
2. Use business website as e marketing tool
2.1.Identify website marketing objectives in the organisation's marketing (or e-marketing) strategy and plan
3. Use electronic marketing
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
4. Monitor and evaluate results of e marketing
4.1.Monitor the transmission of the electronic advertisements or other e-marketing products and rectify any errors or omissions
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.
Course Introduction and overview.
- key learning outcomes
- course in the context of marketing
Assessing the needs of the business
- preparing a client brief
- business objectives + brand values
- functionality requirements
Aesthetics and page design
Site navigation and OVP
Good design continued
Introduction to Weebly
- blogs/pages, contact forms, enewsletters
Further development in Weebly
Building banner ads
Embedding moving footage
(easter break 28/3-4/4)
Social media/custom widgets
SEO & Webmaster tools for site verification
Social media & viral marketing
Online advertising & email campaigns
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.
This course is co-delivered and co-assessed with COSC5159C Review And Maintain A Website
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.
Submission Requirements: All assessment tasks need to be submitted via Blackboard.
• 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.
Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.
Course Overview: Access Course Overview