Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term1 2014

Course Code: MKTG5820C

Course Title: Conduct electronic marketing communications

School: 650T TAFE Business

Campus: City Campus

Program: C4227 - 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

Marina Cook

marina.cook@rmit.com.au

This course will be undertaken with Undertake Marketing Activities MKTG7835C.

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 applies to individuals working in advertising, public relations, marketing or 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:

BSBMKG412A Conduct electronic marketing communications

Element:

4. Monitor and evaluate results of e marketing

Performance Criteria:

4.1. Measure and record outcomes of marketing activities
4.2. Review marketing activities against expected outcomes and record identified improvements
4.3. Prepare reports of marketing activities and communicate to relevant enterprise personnel
 

Element:

3. Use electronic marketing

Performance Criteria:

3.1. Determine and access resources required for work activities
3.2. Undertake marketing activities within job role
3.3. Assist with assigning responsibilities and functions to relevant personnel performing specific marketing functions
3.4. Monitor marketing activities, and review and amend activity plan as required
 

Element:

1. Prepare electronic advertisements

Performance Criteria:

1.1. Research the concept of marketing as it applies to the organisation
1.2. Identify and analyse organisation's marketing plan and relevant policies and procedures
1.3. Identify need for marketing activities from the established marketing plan
1.4. Investigate previous marketing activities for relevant information
1.5. Identify profile of the market segment
1.6. Identify positioning and market mix for each target segment
1.7. Identify outcomes expected from marketing activities
 

Element:

2. Use business website as e marketing tool

Performance Criteria:

2.1. Undertake analysis of collected basic marketing information
2.2. Develop and document work activity plans for marketing activities
2.3. Obtain approval of plans from relevant enterprise personnel
 

Learning Outcomes


This unit describes the performance outcomes, 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

Divided into self‐paced activities (e.g. Blackboard) and group delivery activities (e.g. Classroom) that will be required to enable students to undertake the assessment and achieve the learning outcomes. Also includes weekly breakdown of activities that incorporates a Program Induction in Week 1 and a Course Induction in Week 2 (standard for all courses).


Teaching Schedule

Wk 1 -10th Feb

  • Course Introduction and overview.
     

Wk 2 - 17th Feb

  • Overview of the elements of marketing and marketing communications planning
  • Goal and objectives setting

Wk 3 - 24th Feb

  •  E marketing communication tools and techniques

Wk 4 - 3rd March

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

Wk 5 - 10th March

  • Techniques and templates will be discussed for these two important processes
  • Stakeholder Management
  • Techniques and templates will be discussed for these two important processes

Wk6 - 17th March

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

Week 7 - 24th March

  • Designing a website continued

Week 8 - 31st March

  • Development of integrated marketing communications strategy


Week 9 - 7th April

  • Search Engine Optimisation
  • E- Advertising methods of communications delivery

Week 10 - 14th April

  • What is Viral e-Marketing, critical elements…giving you the best chance of going viral.


Mid-semester break 18-25 April

Week 11 - 28th April

  • Email Marketing, Blogs, e-newsletters, Mobile marketing

Week 12 - 5th May

  • Social networking twitter, Linkedin, Face book,You tube, Instragram, Pinterest etc.

Week 13 - 12th May
 

  • Campaign scheduling and measurement

Week 14 - 19th May

  • Assessment consolidation

Week 15 - 26th May

  • Group interviews and assessment 2 feedback

Week 16 - 1st June

  • Group interviews and assessment 2 feedback cont.
     


Learning Resources

Prescribed Texts


References


Other Resources


Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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.
 


Assessment Tasks

This course has three assessment tasks - you are required to successfully complete all assessment tasks to be deemed competent in this unit. You are require to submit assessment items and/or performance based assessment is completed by the due dates. These assessments are assessed in conjunction with Undertake Marketing Advertising MKTG7835 

Task 1 - Requirements Report

They are then to 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. Working in groups of 2.

Task 2 - eCommunications Strategy and Website

Working in the same pairs, students are to develop and implement their approach including a basic website in-line with the project scoped for Task 1 – Requirements Report.

Task 3 - Knowledge Sharing Workshops

This assessment is designed to encourage students to research the range of interesting issues associated with e-communications as well as debate and discussion. The assessment comes in 2 parts.

Part 1- 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.

Part 2 - Students will be required to participate in 1 on-line group discussion and at least 2 “ tweetups”
 


Assessment Matrix

Course Overview: Access Course Overview