Course Title: Plan, implement and manage content marketing
Part B: Course Detail
Teaching Period: Term2 2023
Course Code: MKTG9334C
Course Title: Plan, implement and manage content marketing
School: 525T Business & Enterprise
Campus: City Campus
Program: C5425 - Diploma of Social Media Marketing
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
Marina Garbuio
marina.cook@rmit.edu.au
Nominal Hours: 80
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
There are no pre-requisites for this unit.
Course Description
This unit describes the skills and knowledge required to plan, implement and manage content marketing for an organisation.
It requires the ability to identify content marketing opportunities, arrangements, trends and software. It also requires the ability to develop a content marketing strategy and implementation plan and to create content assets.
This unit applies to individuals working in marketing positions who are solely or collaboratively responsible for content published on digital marketing channels and who have responsibility for planning, implementing and managing the organisation’s content marketing strategy.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
NAT10904001 Plan, implement and manage content marketing |
Element: |
1 Determine and report on content marketing requirements and opportunities |
Performance Criteria: |
1.1. Develop a report that identifies and records the organisation’s current business and marketing objectives |
Element: |
2 Identify content marketing trends and software required |
Performance Criteria: |
2.1. Evaluate and select software to improve the organisation’s content marketing |
Element: |
3 Develop a content marketing strategy and implementation plan |
Performance Criteria: |
3.1. Develop a brand identity for the organisation |
Element: |
4. Create content assets |
Performance Criteria: |
4.1 Write a content brief to create a content asset in accordance with the organisation’s content marketing strategy |
Learning Outcomes
.
Details of Learning Activities
This unit describes the skills and knowledge required to plan, implement and manage content marketing for an organisation. It requires the ability to identify content marketing opportunities, arrangements, trends and software. It also requires the ability to develop a content marketing strategy and implementation plan and to create content assets.
Teaching Schedule
| Week 1 | 24/07/2023 |
1. Develop a report that identifies and records the organisation’s current business and marketing objectives 2. Conduct a strengths, weaknesses, opportunities, threats (SWOT) analysis for the organisation and include the findings in the report 3. Analyse and define the target audience for the organisation and incorporate this information in the report
|
Part of Assessment Task 1, Project |
| Week 2 | 31/07/23 |
1. Conduct an audit of the organisation’s current content marketing activity and include the findings in the report 2. Identify and evaluate content marketing opportunities based on the organisation’s marketing objectives and position in the market and include this information in the report 3. Identify legal and ethical standards impacting content marketing and incorporate these in the report |
Part of Assessment Task 1, Project 1 |
| Week 3 | 7/08/2023 |
1. Evaluate and select software to improve the organisation’s content marketing 2. Research trends in content marketing relevant to the organisation's product, service or message |
Part of Assessment Task 1, Project 1 |
| Week 4 | 14/07/2023 |
1. Develop a brand identity for the organisation 2. Identify the organisation’s marketing objectives for inclusion in the content marketing strategy 3. Define key performance indicators that measure the success of the content marketing strategy |
Assessment Task 1 Project 1 SUBMISSION |
| Week 5 | 21/08/2023 |
1. Create a calendar for the content marketing strategy outlining the content assets to be published 2. Identify tasks required to implement the content marketing strategy and incorporate these in the implementation plan
|
Part of Assessment Task 1, Project 2 |
Mid-Semester Break: 28 August - 3 September | |||
| Week 6 | 4/09/2023 |
1. Assign team members and define a completion date for each task in the implementation plan 2. Develop a content marketing budget including the resources and software required and incorporate this into the implementation plan |
Part of Assessment Task 1, Project 2 |
| Week 7 | 11/09/2023 |
1. Write a content brief to create a content asset in accordance with the organisation’s content marketing strategy 2. Gather quotes and shortlist freelancers or agencies to create the content asset in accordance with the content brief 3. Develop the content asset internally in accordance with the organisation’s content marketing strategy |
Part of Assessment Task 1, Project 2 |
| Week 8 | 18/09/2023 |
1. Share the created content asset to gather feedback 2. Propose changes to the content asset |
Assessment Task 1, Project 2 SUBMISSION |
| Week 9 | 25/09/2023 | Resubmissions |
Learning Resources
Prescribed Texts
References
Other Resources
Available on Canvas
Overview of Assessment
In order to achieve competency in this unit you must demonstrate the following:
Performance Evidence
The learner must show evidence of the ability to complete tasks outlined in elements and performance criteria of this unit, manage tasks and manage contingencies in the context of the job role. There must be demonstrated evidence that the learner has completed the following tasks:
• develop at least one content marketing strategy
• develop a content marketing implementation plan
• develop a content calendar
• develop at least one content marketing budget
• write a content brief
• create at least one video content asset and at least one image content asset
Knowledge Evidence
The learner must be able to demonstrate essential knowledge required to effectively do the task outlined in elements and performance criteria of this unit, manage the task and manage contingencies in the context of the work role. This includes knowledge of:
• business and marketing objectives
• market position analysis
• content marketing auditing
• content marketing opportunities
• legal and ethical standards impacting content marketing
• brand identity
• content marketing software
• content marketing trends
• content marketing key performance indicators
• resource allocation
• freelancer or agency selection processes
• content asset feedback processes
Assessment Conditions
Assessment may be conducted in a real or simulated environment using procedures, information, and resources typical of a workplace.There are no prescribed method/s of assessment for this unit of competency.
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the marketing field of work and may include access to: • relevant workplace documentation and resources • case studies or simulated working environments • real situations.
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
Assessment Task 1 requires you to demonstrate your skills and knowledge by identifying the organisation’s business and marketing objectives, creating a Brand Identity Canvas and applying marketing objectives into an Organisational Content Strategy.
Assessment 2: Project 2 requires you to develop an implementation plan which includes the use of various software tools to benefit content marketing activity. You are required to develop a Content Action Plan and Content Calendar, including the associated budget and resource planning to effectively execute the strategy.
Assessment Matrix
Available on Canvas
Other Information
None
Course Overview: Access Course Overview