Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term2 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 : 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

Murray Chapman

murray.chapman@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:

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:

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:

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.

Collaborative classroom activities include class discussions, small group discussions and brainstorming session.

This unit is codelivered with COSC5951c - Review And Maintain A Website.
 


Teaching Schedule

<thead> <th width="120" scope="col">Week Number</th> <th width="100" scope="col">Date</th> <th width="300" scope="col">Topic</th> <th width="150" scope="col"> </th> </thead>
1July 8
  1. Course Introduction and overview
  2. key learning outcomes
  3. Introductory activities
 
2July 15Overview 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
Assessment 2 commences
3 July 22E 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

 

 

 

 

4July 29Assessing the needs of the business
- preparing a client brief
- business objectives + brand values
- functionality requirements
 
5August 5Project PlanningTechniques and templates will be discussed for these two important processes
  1. Stakeholder Management
  2. Techniques and templates will be discussed for these two important processes
 
6August 12A focus on:
Search Engine Optimisation & Webmaster tools for site verification
 
7August 19Designing a website continuedAssessment 1 due
8August 26Designing a website continued 
9September 9Designing and building banner ads 
10September 16A focus on e-newsletters and email 
11September 23An in depth look at Viral Marketing, Blogs 
12September 30A focus on:
  1. Extranets
  2. Video on Demand
  3. Social media and customised widgets
  4. Twitter
  5. Linkedin
  6. Facebook
  7. You tube
  8. Internet Radio
  9. Podcasts
 
13October 7A focus on:
  1. Measurement of your e-marketing campaigns
  2. Google Analytics
Final Practical session
14October 14

Pulling it all together

Final practical session

Assessment 3 due
15October 21Group interviews and assessment 2 feedback 
16October 28Group interviews and assessment 2 feedback 

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  Note: Assessment 02 is due between weeks 5 and 10. Teams are taking it in turns to deliver their presentation.


Learning Resources

Prescribed Texts


References


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

Note: This course is co-delivered and co-assessed with COSC5159C Review And Maintain A Website

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 – 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.

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.


Assessment Matrix

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