Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term2 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

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

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


Teaching Schedule

Week NumberDateTopicAssessments
1 6th July Course Introduction and overview.
- key learning outcomes
• - course in the context of advertising
Familiarisation with systems and procedures
 Set  presentations schedule (Assessment 3)
2 13th July 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 20th July 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 27th July Assessing the needs of the business
- preparing a client brief
- business objectives + brand values
- functionality requirements

 

 
53rd August
 
 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 10th August Design for the net

• Advertising
• Website introduction
• Introduction to to Weebly
 

 
717th August Assessment consolidationAssessment 1
824th August

Designing a website

 
Mid semester Break  31st August - 4th September 
9 7th SeptDevelopment 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 14th Sept • A focus on:
Search Engine Optimisation

E- Advertising methods of communications delivery
Writing for the net

Content Management strategy
 

 
11 21st Sept• An in depth look at:
• What is Viral e-Marketing, critical elements…giving you the best chance of going viral.
 
 
1228th Sept• A focus on:
• Email Marketing, Blogs, e-newsletters, Mobile marketing
 
 
135th OctoberA focus on:
Social networking Twitter, Linkedin, Facebook,
Youtube, Instagram, Pinterest etc. Snapchat
• Campaign scheduling software and techniques
 
 
14 12th October • A focus on:
measurement
 
 
1519th OctoberAssessment consolidation Assessment  2
16 26th October Resubmits if required,  

This course is codelivered and coassessed with COSC5951C (BSBMKG412A) Review And Maintain A Website

This schedule may be 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 withCOSC5951C (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 Task 1 - Requirements Report
Group or Indidual: Individual
Date and Time Due: 23:59 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.

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.


Assessment Task 2 - E-communications strategy and Website 
Group or Individual: Individual
Date and time due: 23:59 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.

Requirements:
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.

Assessment Task 3 – Knowledge Sharing Workshops and class e-conversations.
Group or Individual: Group (Pairs)
Due Date: Outlined according to the weekly presentation schedule to be completed the first week of classes

Purpose:
This assessment is designed to encourage students to research the range of interesting issues associated with e-communications as well as debate and discussion.
Requirements:

Requirements:
Working in pairs, students are required to research a pre-determined area of electronic marketing (social media, viral marketing, email marketing, online advertising or design application not covered in class etc) and present a summary of the key trends in within the area. Students need to identify and present two case studies of recent examples of best practice work from this area of electronic marketing.


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:
CHD - Competent with High Distinction
CDI - Competent with Distinction
CC - Competent with Credit
CAG - Competency Achieved – Graded
NYC - Not Yet Competent
DNS - Did Not Submit for assessment
 

Other Information


 Late Submission Procedures
You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates.
If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information: http://www.rmit.edu.au/students/assessment/extension
Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

Where an extension of greater than seven days is needed, you 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: http://www.rmit.edu.au/browse;ID=g43abm17hc9w
Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmissions (VET Programs):
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. 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”.
If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.


Adjustments to Assessment:
In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website:
More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Course Overview: Access Course Overview