Course Title: Develop strategies to monetise digital engagement
Part B: Course Detail
Teaching Period: Term2 2021
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
Anna Osherov
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 structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.
You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.
A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.
The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.
Teaching Schedule
Course Schedule:
In-class activities and assessments
Week |
Week Commencing |
Topic |
Assessments relevant to this topic |
O-Week |
5th July |
Topic 1 - Introduction Introduction to the course
|
All assessments |
2 |
12th July |
Topic 2 - Know your Customer
|
|
3 |
19th July |
Topic 3 - The Whole Digital Strategy
|
|
4 |
26th July |
Topic 4- Thinking and Planning
|
|
5 |
2nd August |
Topic 5 - Exploring Content Instagram and images Engaging content and Facebook Crafting content – general discussion |
|
6 |
9th August |
Assessment 1 - In-Class Quiz Assessment 1 is a written knowledge quiz. It is conducted in class week 6 and is a mix of multi-choice and short answer questions. Content covered is market segmentation for social media content, persona development, customer journey mapping and touchpoint analysis as well as content objective setting. |
Assessment 1 Part 1 due |
7 |
16th August |
Topic 6 -Exploring content for Pinterest, Snapchat, Twitter, Linkedin and hashtags Research task and discussion or case study for exploration – in-class activity. |
|
8 |
23rd August |
Topic 7 - Influencers, YouTube, IGTV and Facebook Live, TIKTOK
|
|
|
Mid Semester Break 30th August - 5th September | |||
9 |
6th September |
Topic 8 - Planning & Scheduling Content, Distribution Digital Media Plan
|
|
10 |
13th September |
Topic 9 - Measurement, Analytics, Testing, Learning, Monetisation Intro Digital Media Plan
|
Critical content for both assessment 2 and your final quiz in week 15 |
11 |
20th September |
Assessment consolidation |
Assessment 1 Part 2 due |
12 |
27th September |
Topic 10 - Content Monetisation and payment platforms Monetising digital content
|
|
13 |
4th October |
Topic 10 - Monetisation and payment cont. Platforms
|
Review for assessment 2 |
14 |
11th October |
Assessment 2 - In-Class Assessment 2 is the development of a multi-channel social media content strategy including sample pieces of social media content |
Assessment 2 due |
15 |
18th October |
In-class presentations |
|
16 |
25th October |
Resubmissions |
|
17 |
1st November |
Grade Entry |
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
Assessment
There are two assessments in this course.
Assessment 1 is a written knowledge quiz. It is conducted in class week 6 and is a mix of multi-choice and short answer questions. Content covered is market segmentation for social media content, persona development, customer journey mapping and touchpoint analysis as well as content objective setting.
Assessment 2 is the development of a multi-channel social media content strategy including sample pieces of social media content
A full outline of the assessments, competency criteria and marking criteria is available in the assignments section of this canvass shell.
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 CA only (Competency Achieved) 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.
Course Overview: Access Course Overview