Course Title: Conduct e-marketing communications
Part B: Course Detail
Teaching Period: Term1 2016
Course Code: MKTG7940C
Course Title: Conduct e-marketing communications
School: 650T Vocational Business Education
Campus: City Campus
Program: C4361 - Certificate IV in Advertising
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:sally.parrott@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Gail Scowcroft
Email: gail.scowcroft@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
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: |
1. Prepare electronic advertisements |
Performance Criteria: |
1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy |
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 |
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 |
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 |
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
Practical activities, case studies and class discussion as well as work relevant assessments.
Teaching Schedule
| Week No |
Date | Topic | Competencies | Assessment |
| 1 | 8 Feb | Course Introduction and overview. |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 1,2 & 3 debrief |
| 2 | 15 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 |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 commences |
| 3 | 22 Feb |
E marketing communication tools and techniques -Overview of the regulatory environment |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 4 | 29 Feb | Assessing the needs of the business |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 5 | 7 Mar |
Project Planning -Techniques and templates discussed for these two important processes |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 6 | 14 Mar | Design for the net |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 7a | 21 Mar | Assessment consolidation | BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 1 due |
| 24th-30th March 2016 mid Semester Break | ||||
| 7b | 28 Mar |
Assessment consolidation Self directed learning |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 1 due |
| 8 | 4 April | Designing a website continued |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 9 | 11 April | Development of integrated marketing communications strategy |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 10 | 18 April | A focus on: - Search Engine Optimisation - E- Advertising methods of communications delivery - Writing for the net - Blogs |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 11 | 25 April | An in depth look at: |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 12 | 2 May |
A focus on: -Social media management |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 13 | 9May | A focus on: - Campaign scheduling software and techniques - Measurement |
BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 3 on going |
| 14 | 16 May | Assessment Consolidation | BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Assessment 2 due |
| 15 | 23 May | Assessment Consolidation | BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
|
| 16 | 30 May | Re-submits if required | BSBMKG414 (MKTG7941C) BSBMKG412 (MKTG7940C) |
Learning Resources
Prescribed Texts
References
Other Resources
Students will be provided with appropriate resources throughout the semester.
Overview of Assessment
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
This course is co-delivered and co-assessed with BSBMKG414 (MKTG7941C) Undertake marketing activities
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 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.
Assessment Task 2 - E-communications strategy and Website - in Pairs (Due Week 14)
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:
Working in pairs students are to select one of the businesses scoped from Assessment 1 and use this to move forward to Assessment Task 2
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 (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.
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Format:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
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 for extension time and special consideration can be found at: http://rmit.edu.au/browse;ID=ls0ydfokry9rz.
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. Cover sheets for submission of work is available from the Student forms website.
Resubmission
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.
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