Course Title: Develop strategies to monetise digital engagement

Part B: Course Detail

Teaching Period: Term1 2020

Course Code: MKTG7982C

Course Title: Develop strategies to monetise digital engagement

School: 650T Vocational Business Education

Campus: City Campus

Program: C5366 - Diploma of Marketing and Communication

Course Contact: Felicity Burns

Course Contact Phone: +61 3 9925 5486

Course Contact Email: felicity.burns@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Elaine Holstein

elaine.holstein@rmit.edu.au

Nominal Hours: 60

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 monetise digital engagement through focus on customer engagement, content relevance and real-time payment systems.

 It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for working with clients on improving income streams from their digital strategies.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG526 Develop strategies to monetise digital engagement

Element:

1. Analyse the digital channel to be monetised

Performance Criteria:

1.1 Evaluate the opportunities for paid, owned or earned customer engagement

1.2 Audit prior experience with channel monetary transactions

1.3 Identify barriers to streamlined transactions

1.4 Prepare key observable and measurable criterion for successful channel monetisation

1.5 Recognise and incorporate financial service requirements within current legislation, regulation and organisational policy

Element:

2. Create design interventions

Performance Criteria:

2.1 Prepare reliable digital processes that develop customer trust

2.2 Define the features and applications required to enable transactions

2.3 Specify authentication and security requirements to secure transactions

2.4 Model the digital customer engagement to select points-of-sale and closure

Element:

3. Select and implement tools and technologies

Performance Criteria:

3.1 Negotiate with financial institutions to establish effective processing parameters

3.2 Evaluate and select payment processing tools and technologies

3.3 Determine reliable systems for the collection and analysis of transaction data

3.4 Ensure tools, technologies and applications are tested and activated within identified performance parameters

Element:

4. Monitor and evaluate performance

Performance Criteria:

4.1 Regularly review performance with a financial analytics service

4.2 Track transaction metrics using suitable technologies

4.3 Monitor and identify gaps in performance against requirements and adjust as necessary

4.4 Evaluate and report on monetisation effectiveness


Learning Outcomes


Individuals will learn to work in a variety of marketing communications occupational roles and have responsibility for working with clients on improving income streams from their digital strategies.


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.


Teaching Schedule

 This course is clustered (co-delivered and co-assessed) with develop Strategies to Plan Social media Engagement BSBMKG527

 

 

 

Weekly Schedule

BSBMKG526 Develop strategies to monetise digital engagement clustered with BSBMKG527 Plan social media engagement

Semester 1 2020

Week number

Week beginning

Topic

Assessments

1

10th Feb

Introduction to the course, assessments and student resources some important concepts and WIL client

 

2

17th Feb

Monetisation - introduction

Know your customer – introduction to touch points, mapping and personas

INTRODUCTION TO WIL CLIENT Project. Introduction to the elements of a good digital strategy

 

3

24th Feb

SEO importance in digital strategy and its impact on and relationship with social strategy and content

WIL client briefing

4

2nd March

Thinking and Planning

Upload Activity

 

5

9 March Labour Day public holiday (Monday)

Exploring content. Facebook Instagram scheduling, images and monetisation 

 

 

6

16th March

Consolidation and review assessment 1 part 1

Assessment 1 part 1

7

23rd March

Exploring content - Pinterest, Snapchat, Twitter, Linkedin hashtags and monetisation

 

8

30th March

Influencers, Youtube, GTV, Facebook Live 

 

 

9 a and b

9-15 April Mid-semester break* - includes Easter

10 April Good Friday public holiday

13 April Easter Monday public holiday

14 April Easter Tuesday RMIT holiday

16 April Classes resume (Thursday)

Planning & Scheduling Social Media Content, Distribution, Layout for Assessment 1 part 2

 

 

10

20th April

Testing, learning, and essential analytics across all channels

 

11

27th April

Assessment 1 part 2 consolidation 

Assessment 1 part 2 - written report and content

12

4th May

Models for monetisation looking at different models and different companies, payment enablement, measuring and reviewing your performance cont.

 

 

13

 11th May

Monestisation and payment platforms

 

14

 18th May

Monestisation  and Payment Platforms - In Class Activity

Assessment 2 in class role play and review

15

25th May

Assessment 2 Presentation preparation

Assessment  2 - presentation preparation in class

16 

1st June

re-submission notification and communications

Client Presentations 

17

8th June

8 June Queen's Birthday public holiday (Monday)

Week 17: Resubmits if required

 


Learning Resources

Prescribed Texts


References


Other Resources

All resources will be available in Canvas.


Overview of Assessment

To be deemed competent in this course students must provide:

Performance Evidence

Evidence of the ability to:

  • analyse a digital engagement channel and identify the opportunities to monitise transaction
  • prepare success criteria for monetised transactions
  • prepare a model of customer engagement showing preferred points-of-sale and closure
  • describe how digital authentication and security works to develop customer trust
  • negotiate service agreements
  • identify trends and performance information from transaction data.

 

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • explain the differences between paid, owned and earned customer engagement
  • compare the engagement features of common digital financial transaction systems
  • list current payment processing tools and technologies used in digital transactions
  • identify the relevant aspects of financial services legislation that impact on digital financial transactions.

 


Assessment Tasks

This course is co-delivered and co-assessed with Plan Social media Engagement 

Assessment 1 is a Work Integrated Learning (WIL) assessment which includes an in market client challenge

Assessment Task 1 part 1 Creating engaging social media content 

Individual Assessment

Due 23:59 Friday week 6

This assessment is designed to build skills and competence in the area of developing and monetising engaging digital content across a range of social media platforms. Students will develop specific skills in understanding their target market attitudes, behaviours and social media consumption patterns. They will develop an appreciation for the changing internal and external digital environment, specifically as it relates to the business area they select for their assessment focus. This will include relevant legislation and regulations. Students will explore the range of digital engagement platforms and select those most appropriate for their target audience.

 

Part 1 emphasis is background analysis, target market identification, persona and touch point map development

Assessment Task 1 part 2 Creating engaging social media content 

Pairs

Due Friday Week 11 23:59

Presentation during classes weeks 15 and 16 subject to client availability

This assessment is designed to build skills and competence in the area of developing and monetising engaging digital content across a range of social media platforms. Students will develop specific skills in understanding their target market attitudes, behaviours and social media consumption patterns. They will develop an appreciation for the changing internal and external digital environment, specifically as it relates to the business area they select for their assessment focus. This will include relevant legislation and regulations. Students will explore the range of digital engagement platforms and select those most appropriate for their target audience.

Part 2 emphasis is the development of social media content and measurement of strategy against stated objectives

A formal business report addressing the issues identified that has been well formatted and presented to a high standard

  • The marking guide provides details on how the assessment will be marked.
  • Report to include – heading page with student name, table of contents, referencing in accordance with the RMIT referencing guidelines
  • This will need to be presented in word or PDF with no less than 10 point type.

Formal report

Uploaded onto Canvas as either a word document or PDF. Canvas does not support any other report writing software

This assessment also includes a client presentation conducted during class time week 15 or 16 (timing is dependent on client availability)

Assessment Task 2 Negotiations role play and payments summary

Individual

In class activity conducted week 14

This assessment is the last of 2 assessments. It is designed to build skills and competence in the area of monetising engaging digital content across a range of social media platforms and across a range of national and international boundaries. It is also designed to build skills in service negotiation and understanding in the the digital payment and authentication systems area.

Students will also develop an understanding of the national and international trends in monetising digital content. including legal and regulatory impacts within the financial services industry This will include an assessment of the monetisation models and payment platforms available. Students will also  develop an appreciation for the challenges in  developing and  negotiating service agreements in the financial arena.

This assessment task has 2 parts. the first is a role play during which students will be asked to negotiate their own service agreements. Students will complete this section in pairs but observations will be recorded for individual performance in the role play . The payment systems case study and review will be completed individually. Students will provided with the  review  case study during class. No device is required but students must bring pens/pencils etc. and may refer to their class notes.

You must successfully complete all tasks to achieve competency in this unit.

 


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.   Submission Requirements  

You should:

  • Ensure that you submit assessments on or before the due date.  Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS) 
  • 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 the Assessment task document that includes a declaration and statement of authorship.
  • Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. 

Other Information

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work   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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration   Resubmissions:   If you are found to be unsuccessful in a particular Course Assessment Task (or you do not submit/attend) you will be allowed one resubmission.  Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission.     If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.   re-submissions   Successful re-submissions will contribute a CAG only (Competency Achieved Grading) result to your overall grade for the course.   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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment   Marking Guide (Competency):    You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.   You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.      Final Grades table:       CA Competency Achieved  NYC Not Yet Competent DNS Did Not Submit for assessment   Further information regarding the application of the grading criteria will be provided by your teacher.  

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