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
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:

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:

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

Practical activities, case studies and class discussion as well as work relevant assessments.


Teaching Schedule

 

Week No
DateTopicCompetenciesAssessment
18 Feb

Course Introduction and overview.
- Key learning outcomes
- Course in the context of advertising
- Familiarisation with systems and procedures

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)

 Assessment 1,2 & 3 debrief

215 FebOverview 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
322 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

-Overview of the regulatory environment

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
Assessment 3 on going
429 Feb

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

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
Assessment 3 on going
57 Mar

 Project Planning
Stakeholder Management

-Techniques and templates discussed for these two important processes

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
Assessment 3 on going
614 Mar

  Design for the net
- Advertising
- Website introduction
- Introduction to to Weebly

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
Assessment 3 on going
7a21 Mar Assessment consolidationBSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
 Assessment 1 due
  24th-30th March 2016  mid Semester Break  
7b28 Mar

Assessment consolidation

Self directed learning

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
 Assessment 1 due
84 April

Designing a website continued

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
Assessment 3 on going
911 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

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
Assessment 3 on going
1018 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
1125 April

 An in depth look at:
- Social networking Twitter, Linkedin, Facebook, Youtube, Instragram, Pinterest etc. Snapchat
- What is Viral e-Marketing, critical elements…giving you the best chance of going viral.

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
 Assessment 3 on going
122 May

 A focus on:
- Email Marketing, Blogs, e-newsletters, Mobile marketing

-Social media management

BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
 Assessment 3 on going
139May A focus on:
- Campaign scheduling software and techniques
- Measurement
BSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
Assessment 3 on going
1416 May Assessment ConsolidationBSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
 Assessment 2 due
1523 MayAssessment ConsolidationBSBMKG414 (MKTG7941C)
BSBMKG412 (MKTG7940C)
 
1630 May Re-submits if requiredBSBMKG414 (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