Course Title: Conduct e-marketing communications

Part B: Course Detail

Teaching Period: Term1 2016

Course Code: MKTG7903C

Course Title: Conduct e-marketing communications

School: 650T Vocational Business Education

Campus: City Campus

Program: C4360 - 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

Course Description

This unit describes the 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.

It applies to individuals working in 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:

BSBMKG412 Conduct e-marketing communications

Element:

4. Monitor and evaluate results of e-marketing

Performance Criteria:

4.1 Monitor transmission of 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 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 e-marketing strategies and products
 

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 desired image, features and benefits of products or services, and suit characteristics of chosen media
1.4 Position and size each element of advertisement to achieve balance and focus
1.5 Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins
1.6 Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message
1.7 Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements

Element:

2. Use business website as e-marketing tool

Performance Criteria:

2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan
2.2 Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services
2.3 Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan
2.4 Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool

Element:

3. Use e-marketing

Performance Criteria:

3.1 Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet 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 marketing strategy, media contracts, and legal and ethical requirements


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the 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 8th 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 15th 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 22nd 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 29th Feb Assessing the needs of the business
- preparing a client brief
- business objectives + brand values
- functionality requirements

 

 
57th March
 
 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 14th March – Monday Labour Day Design for the net

• Advertising
• Website introduction
• Introduction to to Weebly
 

 
721st March Assessment consolidationAssessment 1
  

Mid-semester break 24 – 30 March

 

 
8 4th AprilDesigning a website 
9 11th AprilDevelopment 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

 

 
1018th April • A focus on:
Search Engine Optimisation

E- Advertising methods of communications delivery
Writing for the net

Content Management strategy
 

 
11  25 April Anzac Day holiday Monday• An in depth look at:
• What is Viral e-Marketing, critical elements…giving you the best chance of going viral.
 
 
122nd May• A focus on:
• Email Marketing, Blogs, e-newsletters, Mobile marketing
 
 
139th  MayA focus on:
Social networking Twitter, Linkedin, Facebook,
Youtube, Instagram, Pinterest etc. Snapchat
• Campaign scheduling software and techniques
 
 
14 16th May • A focus on:
measurement
 
 
1523rd MayAssessment consolidation Assessment  2
1630th May Resubmits if required,  

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

This course is co-delivered and co-assessed with COSC6187C Review And Maintain A Website

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • develop electronic advertisement for a product or service using electronic media to convey marketing communications consistent with an organisational marketing strategy and objectives
  • monitor and evaluate results of electronic advertisements and marketing.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • identify key provisions of relevant legislation, codes of practice and national standards that affect marketing operations
  • describe industry products and services knowledge
  • explain intellectual property requirements
  • identify organisational structure, roles and responsibilities
  • outline principles of marketing and advertising
  • describe software applications used in conducting electronic advertising and marketing.

Feedback

Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
 


Assessment Tasks

Conduct Electronic Marketing Communications co-taught and co-assessed with Review and Maintain a Website (BSEBU401) COSC6187C

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 - Individual (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.

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 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.

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 needs to contain:
• Summary of the approach that you have taken to implement your strategy including the channels you have selected and the measurements you plan to use.
• E communications design elements this includes both visual and verbal, copy for your communications pieces which will be assessed for relevance to their respective mediums. The way your communications look will also be assessed.
• Implementation of e-communications channel recommendations that must include:
o A functioning website with a minimum of 5 pages (1 must be a blog page with 2 entries and 1 must be a contacts page) plus an extra section that contains your summary of approach, google analytics code and the reason we need it, screen shots of your social media and newsletter as well as a list of your keywords and your social media content schedule.
o Email/newsletter developed and distributed through Mailchimp.
o Banner advertisement
o Social media, the development of a Facebook business page and at least 1 other social media channel this also includes relevant links to your chosen social media platforms.
• Google analytics code generated and included on your extras page as well as a discussion on why analytics is important to your strategy implementation as well as discussion on collecting and analysing user feedback designed to improve site usability.
• The development of a social media content plan

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.
Please see marking guide for this assessment as it provides great detail as to what is expected and how this assessment will be graded. It should be used as a comprehensive guide.

Your cover sheet and a functioning link to our website is all that is required for this assessment. Please do not include additional pages of copy that is not contained on the website. This information will not be assessed at all.

Assessment Task 3 – Knowledge Sharing Workshops and class e-conversations.

(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 encourage students to research the range of interesting issues associated with e-communications as well as debate and discussion.
Scope:
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.
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, 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 concept. All of the workshops will also be applied to our in class case study, CUDDLES CUTEYPIE INC. a medium sized children’s toy manufacturer (case study notes are included as part of the documents for this assessment).
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.

Topics could include: Please note that specific topics will be included in a weekly list on wiki. Students will be given an opportunity to select their topics form that list. The is below is general and indicative.
• Social media
• Viral marketing
• Online advertising
• Email marketing
• Mobile marketing
• Design software
Details
• A definition and explanation of the allocated topic area of digital marketing
• Key trends within the area – identified ‘best practice’ rules of thumb
• Arguments for and against the use of this medium

The above is to be contained in no more than 5 slides if PowerPoint or similar presentation tool is being used…keep it succinct and brief)

• Identify and overview two campaigns you believe are good examples of best practice work in the medium. Identify the target audience, key message, any other mediums that were integrated into the campaign and why you believe the campaign to be an example of best practice. Incorporate results of the campaign where possible.

• A practical example of how Cuddles Cuteypie Inc. could use this in their digital marketing strategy

Requirements:
The workshop needs:
• Content that enriches the knowledge of class
• An interesting and engaging presentation style of presentation/discussion
• Practical application for Cuddles Cuteypie Inc.
• The opportunity for participants to ask questions re the workshop content and activity.
• A copy uploaded into our group Facebook page

Students will be penalised for workshops that run longer than 20 mins.

Please see marking guide for this assessment as it provides great detail as to what is expected and how this assessment will be graded. It should be used as a comprehensive guide.

Note: The presentation needs to be saved and uploaded onto our Facebook page for sharing the day that it is presented by one of the group members.
 


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