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: C6140 - Advanced Diploma of Business (Public Relations)
Course Contact : Sally Parrott
Course Contact Phone: +61 3 9925 5175
Course Contact Email:firstname.lastname@example.org
Name and Contact Details of All Other Relevant Staff
Ph: 9925 1615
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
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.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title:
BSBMKG412A Conduct electronic marketing communications
1. Prepare electronic advertisements
1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy
2. Use business website as e-marketing tool
2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan
3. Use e-marketing
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
4. Monitor and evaluate results of e-marketing
4.1 Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.
Business Writing ,Business Letters
Writing in plain English & technology capabilities
Report Writing - Planning, Formatting and structuring - Drafting/Planning
Report Writing - Planning, Formatting and structuring (cont.)
Identifying & recruiting respondents
Preparing data gathering resources
Social networking in marketing
Blogging, twitter, MySpace, Facebook, tumblr
Tender Document and Public Notices
31 August - 4 September Mid-Semester Break
Press release writing
Format, key message, timing, method
Publications, leaflets, brochures
Format, layouts, content, house styles
Speech writing – Communication strategies to diverse audiences
Role of websites in marketing
Instructions, Procedures, Manuals
No classes - resubmissions only
Overview of Assessment
Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.
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. Students will be provided with feedback throughout the course to check their progress.
Students will be supplied with a Work Integrated Learning (WIL project) to prepare a communication strategy and key communications material over the course of the semester.
Assessment Task 1 - Research Report – individual or in pairs - due week 7
Students are required to research the industry of the WIL client and prepare a full research report, including:
1) Situational Analysis
· Analysis of organisation
· Business areas/lines
· Current consumer analysis
· SWOT analysis
· Macro-environmental Analysis
· Problem/Opportunity statement
2) Communication Plan
· Campaign goal
· Campaign Objectives
· Target audience analysis
· Key messages
· Implementation plan
Task 2 – Portfolio of works (Individual or in pairs- Due Week 12)
Students are required to create SIX communication vehicles utilising e-marketing and traditional tools.
All groups must prepare three digital e marketing pieces and three traditional written documents.
Students can choose from:
· Press release (compulsory)
· Electronic Direct Mail
· Electronic Newsletter
· Newspaper advert
· Social media campaign
Task 3. Presentation (Individuals or in pairs - Due week 15)
Working individually or in pairs, students are to prepare a presentation to present to the WIL client.
You are to required to present your concepts and material professionally to the client.
Students are required to submit:
· Written visual aids – ie, supporting powerpoint slides that link to your speech
· Presentation plan
· Your total presentation must run for a minimum of 10 minutes and a maximum of 20 minutes.
· The presentations will be presented in class on week 15.
More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
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.
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
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”.
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
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.
This subject will be co-delivered with Write Complex Documents
Course Overview: Access Course Overview