Part B: Course Detail
Teaching Period: Term1 2025
Course Code: MKTG6121C
Course Title: Develop a digital marketing plan
School: 525T Business & Enterprise
Campus: City Campus
Program: C5404 - Diploma of Marketing and Communication
Course Contact: Nick Reynolds
Course Contact Phone: +61 3 9925 0791
Course Contact Email: nick.reynolds@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Nick Adams
nick.adams@rmit.edu.au
Nominal Hours: 50
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 performance outcomes, skills and knowledge required to research, plan, implement and evaluate digital marketing activities.
This unit applies to individuals working in a diverse range of sectors and business contexts. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
SIRXMKT007 Develop a digital marketing plan |
Element: |
1. Determine digital marketing requirements |
Performance Criteria: |
1.1. Determine organisational objectives and priorities for digital marketing activity. 1.2. Confirm available budget for digital marketing activity. 1.3. Review information on current and past digital marketing activities and their effectiveness. 1.4. Segment the online market and define target market. 1.5. Research target market and identify suitable digital marketing activities. 1.6. Identify internal and external factors impacting digital |
Element: |
2. Develop digital marketing plan |
Performance Criteria: |
2.1. Confirm and document digital marketing objectives that are consistent with organisational objectives and priorities. 2.2. Determine digital marketing activities to drive targeted traffic to site and generate sales. 2.3. Document a digital marketing action plan that details key activities, resources and timeframes. 2.4. Establish performance indicators and evaluation criteria for measuring impact of digital marketing activities. 2.5. Integrate legal and ethical requirements and considerations into planning. 2.6. Ensure digital marketing plan aligns with organisational objectives, current marketing strategy and budget. 2.7. Seek required approval for digital marketing plan. |
Element: |
3. Monitor digital marketing activity |
Performance Criteria: |
3.1. Communicate digital marketing plan, responsibilities and expectations to relevant personnel. 3.2. Oversee digital marketing activity and respond to issues as they arise. 3.3. Monitor digital marketing content and ensure alignment with digital marketing plans and objectives. 3.4. Track customer traffic and conversion rates to identify trends in customer and digital marketing activity |
Element: |
4. Review digital marketing activities |
Performance Criteria: |
4.1. Review trends in customer traffic and conversion rates to determine impact of digital marketing activities. 4.2. Calculate return on investment for any paid digital marketing activities. 4.3. Identify and evaluate new and emerging digital marketing trends and technologies and consider their use for improved marketing outcomes. 4.4. Make recommendations |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to research, plan, implement and evaluate digital marketing activities.
Details of Learning Activities
Learners apply knowledge and skills to a 'work integrated learning' (WIL) client digital campaign brief as provided by the client.
Course structure includes weekly learning slides and activities that are then applied to the campaign brief where students apply their learning in response to client requirements.
The main elements of this course include:
- Determine digital marketing requirements
- Develop digital marketing plan
- Monitor digital marketing activity
- Review digital marketing activities
Learners work independently, and are required to present their digital campaign plan to the client at the end of the semester.
Teaching Schedule
Note: course syllabus may be altered to accommodate the WIL client's availability, and the campaign brief.
Week 1 Introduction to the course
- Staff/student introduction
- Overview of course
- Plagiarism, student code of conduct
- Student support services
- Course outline and lesson structure
- 'Rules of engagement'
- Assessments
- Introduction to marketing fundamentals
Week 2 Digital Trends
Week 3 Personas, Customer Journey Mapping
Week 4 Digital marketing tools
Week 5 Campaign Planning
Week 6 Legal, ethics, codes of conduct
Week 7 Campaign performance measures
Week 8 Assessment Task 1 workshop
- AT1 Due
Week 9 AT2 - Part A (delegating tasks)
Week 10 Campaign analytics
Week 11 Campaign analysis
Week 12 Digital marketing analytics
Week 13 Digital marketing analytics
Week 14 AT2 completion workshop
Week 15 Campaign presentations
- AT2 Due
Week 16 Re-work (if required)
Learning Resources
Prescribed Texts
References
Other Resources
Learning resources are provided, including weekly lecture slides, weekly activities, market reports and templates.
Students are required to source additional resources as required, and in response to the specific client requirements.
Overview of Assessment
Assessment Methods
Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- review of final printed documents
- demonstration of techniques
- observation of presentations
- oral or written questioning to assess knowledge of software applications
You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.
Performance Evidence
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
- determine the digital marketing requirements of one organisation and develop a digital marketing plan, to be executed over one sales or promotional period, detailing:
- digital marketing channels
- priorities
- key activities
- responsibilities
- performance indicators
- tracking
- timelines
- budgets
- review digital marketing activity across one sales or promotional period to:
- determine effectiveness of activities
- make recommendations for improvements.
Knowledge Evidence
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
- key legal and ethical requirements and considerations as relevant to digital marketing:
- Australian Consumer Law
- copyright
- privacy
- codes of practice
- current digital marketing trends and technologies
- customer behaviours and psychology as related to digital marketing
- traditional and non-traditional digital marketing types and channels:
- search engine optimisation
- search engine marketing
- online advertising
- video
- blogging
- social media
- affiliate marketing
- impressions
- remarketing
- the above list of marketing types and channels and their:
- benefits
- limitations
- application and use
- internal and external operating factors impacting digital marketing
- techniques for market segmentation and its application to digital marketing
- techniques and tools for achieving the following through digital marketing activities:
- increased customer traffic
- increased engagement:
- existing customers
- new customers
- disengaged customers
- sales generation
- consistency in content
- consistency with marketing strategy
- digital marketing planning techniques and formats, and key features of a digital marketing plan
- performance indicators for measuring impact of digital marketing activities
- tools and methods for tracking digital marketing activity.
Feedback
Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.
You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.
Assessment Tasks
Assessments consist of two major 'projects' that are in response to the WIL client digital campaign brief:
Assessment Task 1 - Determine and develop a digital marketing plan
- due week 8
Assessment Task 2 - Monitor, review digital marketing activities
- due week 15
Each assessment task is an individual assessment, however some group work may be conducted as part of the learning.
Assessment Matrix
Assessment Task 1:
This assessment is designed to assess your skills and knowledge developing a digital marketing plan. You will determine digital marketing requirements for a chosen organisation including objectives, priorities, budgets and target markets. You will do this incorporating the changing internal and external digital environment, specifically as it relates to the digital marketing activities as well as tools and software. This will include relevant legislation and regulations. You will explore the range of digital engagement platforms and select those most appropriate for your target audience.
Assessment Task 2:
This assessment task will assess your skills and knowledge in implementing a digital marketing plan by communicating, overseeing, monitoring, and tracking the digital marketing activity.
Then, reviewing the success of the digital marketing activities and making recommendations based on data, reports, current trends, and outcomes.
This assessment follows on from Assessment Task 1, as such it is a work integrated learning project (WIL) and you will work on a client challenge.
Course Overview: Access Course Overview