Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term1 2015

Course Code: MKTG5820C

Course Title: Conduct electronic marketing communications

School: 650T Vocational Business Education

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: 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
3.5.Assign responsibilities to team members for data capturing and reporting 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

A range of in class activities, workshops and case studies are included in the learning activities for this course.


Teaching Schedule

Week NumberDateTopicAssessment
1 9th Feb Course Introduction and overview.
- key learning outcomes
- course in the context of advertising
Familiarisation with systems and procedures
Set presentations schedule (Assessment 3)
2 16th Feb Overview 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

 

 
3 23rd Feb E 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

 
4 2nd March Assessing the needs of the business
- preparing a client brief
- business objectives + brand values
- functionality requirements

 

 
5 9th March
Mon 9th March Labour Day Holiday
 
 Project 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

 

 
6 16th March Design for the net

• Advertising
• Website introduction
• Introduction to to Weebly
 

 
7 23rd March

Assessment consolidation 

 

Assessment 1
8a 30th March

Designing a website continued

Self Directed Activity - case study to be discussed during next weeks classes.
 

 
Mid semester Break

April 2nd - April 8th

  
8b

April 9th -  April 10th

Designing a website continued

Self Directed Activity - case study to be discussed during next weeks classes.
 

 
9 13th April 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 

 
10 20th April • A focus on:
Search Engine Optimisation

E- Advertising methods of communications delivery
Writing for the net

Content Management strategy 
 

 
1127th April • An in depth look at:
• What is Viral e-Marketing, critical elements…giving you the best chance of going viral.
 
 
12 4th May• A focus on:
• Email Marketing, Blogs, e-newsletters, Mobile marketing
 
13 11th May • A focus on:
Social networking Twitter, Linkedin, Facebook,
Youtube, Instragram, Pinterest etc. Snapchat
• Campaign scheduling software and techniques 
 
14 18th May • A focus on:
measurement
 
15 25th MayAssessment consolidationAssessment 2
16 1st JuneResubmits if required  

This course is co-delivered and co-assessed with COSC5951C (BSBMKG412A) Review And Maintain A Website

The above schedule maybe subject to small changes throughout the semester.

 


Learning Resources

Prescribed Texts


References


Other Resources

Students will be provided with appropriate resources throughout the semester.


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

This course is co-delivered and co-assessed with COSC5951C (BSBMKG412A) Review And Maintain A Website

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

 
 

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 - Individual (Due 6:30 pm Friday Week 7)

Purpose:

This assessment is designed to evaluate students ability to analyse the market and determine an organisations e-marketing communications needs based on that analysis.

Scope:
Students are to 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.

Requirements:
Students will 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
• Site Map for Phase 2 of the project
• Summary and recommendations of intended approach.

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 - individual (Due 6:30 pm Friday Week 15)

Purpose:
This assessment is designed to evaluate students ability to implement an e-marketing communications strategy including all the relevant software applications presented during classes.

Scope:
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.

Requirements:
This assessment will include:
• Clear recommendations for the e-channel mix to achieve the communications objectives (from assessment task 1)
• E communications design elements this includes both visual and verbal, copy for your communications pieces will be assessed for relevance to their respective mediums.
• Implementation of e-communications channels recommendations. i.e, email, newsletter, advertisements etc, blogs etc. relevant to the strategic objectives, channel mix and target audience
• Development and distribution of email campaign through mailchimp.
• The website design, navigation and content
• Social media, the development of a Facebook business page this also includes relevant links to your chosen social media platforms, Facebook and Twitter links are mandatory for a pass.
• Google analytics links
• Recommended methods for measuring effectiveness and campaign reporting
• Summary and recommendations for any further development required.


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

Purpose:
This assessment is designed to evaluate students ability to research and present on a content relevant topic as well as work within a small group context.

Scope:
Working in pairs, students are required to research a pre-determined area of electronic marketing (including 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.

Requirements:
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

Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.

You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.

Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction
 

Other Information

Submission requiremets:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:

• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.


Electronic Submission

When submitting work online, you need to include the cover sheet supplied by your teacher.  This includes the following declaration:

RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.
(URL: http://www.rmit.edu.au/students/assessment/declaration)


Resubmissions:
If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

Late Submissions
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher: http://www.rmit.edu.au/students/assessment/extension

Where an extension of greater than seven days is needed, the student must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination. More information on special consideration and how to apply can be found here: http://www.rmit.edu.au/students/specialconsideration

Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website: http://www.rmit.edu.au/students/assessment/adjustment
 

Course Overview: Access Course Overview