Course Title: Write content for web pages

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: COSC6137C

Course Title: Write content for web pages

School: 345T Media and Communication

Campus: City Campus

Program: C5314 - Diploma of Professional Writing and Editing

Course Contact : Program Administration

Course Contact Phone: +61 3 9925-4815

Course Contact

Name and Contact Details of All Other Relevant Staff

Sarah Hunt

Nominal Hours: 40

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


Course Description

This course will allow you to develop key skills and knowledge around writing for the web. You will leaarn how to analyse user engagement and produce sharp, accessible content. This will include creating content that is optimized for search engines, social media and multiple web platforms. You will also develop the technical skills necessary to produce clear website layouts that are friendly to a range of users.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

ICAWEB420A Write content for web pages


2. Write site content

Performance Criteria:

2.1 Generate content in accordance with content and client requirements
2.2 Ensure that content is easily and conveniently accessible and visible and that information is clear, understandable and flows in a logical pattern or is grouped logically
2.3 Edit content with reference to audience needs, site functionality, content and client requirements


1. Determine site content requirements

Performance Criteria:

1.1 Identify customer  information needs with reference to audience, site functionality and client requirements
1.2 Confirm site purpose and functionality with reference to client specification
1.3 Identify content channels and format as part of client requirements
1.4 Identify relevant templates and style guides
1.5 Identify relevant content and analyse with reference to audience needs, maintenance requirements, information architecture, and site design and functionality
1.6 Negotiate alterations to site design, as required by the content and client requirements



3. Upload content

Performance Criteria:

3.1 Log into server site using either administrative or anonymous file transfer protocol in preparation for upload
3.2 Launch transfer file transfer protocol client and navigate to destination directory, either graphically or by using a command line interface
3.3 Store and order files according to logical design and user needs, using accepted file extension scheme
3.4 Demonstrate operation in closed contention mode

Learning Outcomes

On successful completion of this course you will be able to write clearly and effectively for the web, recognise how people access information on websites and build a community of online users around your content topics. 

Details of Learning Activities

In this unit, you will learn how to create engaging content for a website. You will be able to apply content layout, writing and design principles to a page of web content and reflect on the user’s engagement with your content.

 Learning Activities

In-class activities:-

  • Lab work
  • Development of practical projects
  • Group discussion
  • Class exercises
  • Workshopping

Out-of-class activities:-

  • Online research
  • Development of practical projects

Teaching Schedule

WeekClass ContentAssessmentElements
  • Introduction, explanation of course structure and assessment
  • Discussion of student– teacher expectations
  • Know why you are writing online content
  • Business strategy and brand
  • Define your writing content focus
  • Set up a web page
 Task 1 assigned: Publishing consistent web content
  • Principles of good online writing
  • Online voice

Task 2 assigned: Writing web-optimised content

  • Create links
  • Length
  • Search Engine Optimisation
  • Audience engagement with online content
  • Identify customer demographics
  • User numbers and demographics for different websites
  • Google Alerts and Google Trends exercise
Task 2: Writing Web-optimised content DUE1,3
  • External timing and event cycles
  • Writing frequency
  • Pre-schedule writing online
  • Campaign/project lengths

Task 3 assigned: content engagement analysis

  • Online transience
  • Monitor and evaluate
  • Manage responsiveness
  • Sentiment analysis
  • Content control
  • Legal issues
  • Knowledge management
  • Internal communications standardisation
  • Team online writing
Task 3: DUE1,2,3
  • Create online authority
  • Online trend analysis
  • Course wrap up and evaluation
Task 1: Publishing consistent web content DUE1,2,3

Learning Resources

Prescribed Texts


The following texts are available in the RMIT Library: Halvorson, Kristina and Rach, Melissa, Content Strategy for the Web, New Riders, Berkley, 2012. Neilsen, Jakob and Budiu, Rulua, Mobile Usability, New Riders, Berkley, 2013. Felder, Lynda, Writing for the Web: Creating Compelling Web Content Using Words, Pictures and Sound, new Riders, 2011

Other Resources

See Blackboard

Overview of Assessment

Assessment will be ongoing throughout the semester.  It will demonstrate your ability to create well written content with consistent voice, tone and presentation format designed to meet the needs of the customer.

Assessment Tasks

Grades which apply to courses delivered in accordance with competency-based assessment (not graded).

CA Competency Achieved
NYC Not Yet Competent
DNS Did Not Submit for Assessment


1.Publishing consistent web content  -  Due Week 10 (May 31)

2. Writing web-optimised content  -  Due Week 5 (April 26)

3.Content engagement analysis - Due Week 9 (May 24)

Assessment Matrix

The assessment matrix demonstrates alignment of assessment tasks with the relevant Unit of Competency. These are available from the course contact person (stated above).

Other Information

The major learning experience involves studio based exercises, demonstration and production. It is strongly advised that students attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to gain the competency.

Cover Sheet for Submissions

All students must complete a submission cover sheet for each piece of submitted work.

Plagiarism - RMIT has a strict policy on plagiarism. For more information on this policy go to Academic Integrity

All students have access to the myRMIT copyright shell. The myRMIT copyright shell contains information on copyright, plus also examples on how to use copyright works as part of your projects and assignments.

Special consideration Policy (Late Submission)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. Please refer to the following URL for extensions and special consideration:
Work submitted late without an extension or special consideration will be penalised. See the program website for more details.

Student Progress Committee

This committee promotes the early identification of students who are not achieving acceptable academic performance. The committee provides identified students with assistance and seeks to ensure such students are aware of the range of support services available to them at the University. Student Progress Committee (SPC)

Student Feedback
Students are offered opportunities to provide feedback through a variety of mechanisms including online surveys conducted at the end of each course or semester, student complaints and Student Staff Consultative Committees

Course Overview: Access Course Overview