Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG5820C

Course Title: Conduct electronic marketing communications

School: 650T Vocational Business Education

Campus: City Campus

Program: C6140 - Advanced Diploma of Business (Public Relations)

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Fiona McQueen
Ph:  9925 1615

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


Course Description

This unit describes the 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.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG412A Conduct electronic marketing communications


1. Prepare electronic advertisements

Performance Criteria:

1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy
1.2 Select multiple marketing channels to optimise marketing effort
1.3 Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media
1.4 Position and size each element of advertisement to achieve balance and focus
1.5 Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins
1.6 Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message
1.7 Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements


2. Use business website as e-marketing tool

Performance Criteria:

2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan
2.2 Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services
2.3 Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan
2.4 Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool


3. Use e-marketing

Performance Criteria:

3.1 Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements
3.2 Promote marketing channels to identified target market segments
3.3 Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements


4. Monitor and evaluate results of e-marketing

Performance Criteria:

4.1 Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions
4.2 Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness
4.3 Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements
4.4 Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products

Learning Outcomes

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

Week 1
Course Induction

Week 2
Business Writing ,Business Letters
Writing in plain English & technology capabilities

Week 3
Report Writing - Planning, Formatting and structuring - Drafting/Planning

Week 4
Report Writing - Planning, Formatting and structuring (cont.)

Week 5
Identifying & recruiting respondents
Preparing data gathering resources

Week 6
Email writing
Direct marketing

Week 7
Social networking in marketing
Blogging, twitter, MySpace, Facebook, tumblr

Week 8
Tender Document and Public Notices

31 August - 4 September Mid-Semester Break

Week 9
Press release writing
Format, key message, timing, method

Week 10
Publications, leaflets, brochures
Format, layouts, content, house styles

Week 11
Speech writing – Communication strategies to diverse audiences

Week 12
Role of websites in marketing
Website text

Week 13
Presentation development
Formats, style

Week 14
Instructions, Procedures, Manuals

Week 15
Communication Presentations

Week 16
Communication Presentations
Assessment Feedback

Week 17
Assessment Feedback
No classes - resubmissions only

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

Assessment may incorporate a variety of methods including technical requirements documentation, homework, assignments, group and/or individual projects, in class exercises, written and practical assessments, problem solving exercises, presentations, direct observation of actual and simulated work practice, presentation of a portfolio of evidence which may comprise documents, and/or photographs and/or video and audio files, review of products produced through work-based or course activities.

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. Students will be provided with feedback throughout the course to check their progress.

Assessment Tasks

Students will be supplied with a Work Integrated Learning (WIL project) to prepare a communication strategy and key communications material over the course of the semester.
Assessment Task 1 - Research Report – individual or in pairs - due week 7 

Students are required to research the industry of the WIL client and prepare a full research report, including:

1) Situational Analysis
· Analysis of organisation
· Business areas/lines
· Current consumer analysis
· SWOT analysis
· Macro-environmental Analysis
· Problem/Opportunity statement

2) Communication Plan
· Campaign goal
· Campaign Objectives
· Strategy
· Target audience analysis
· Key messages
· Tactics
· Budget
· Implementation plan

Task 2 – Portfolio of works (Individual or in pairs- Due Week 12)

Students are required to create SIX communication vehicles utilising e-marketing and traditional tools.
All groups must prepare three digital e marketing pieces and three traditional written documents.
Students can choose from:

· Press release (compulsory)
· Electronic Direct Mail
· Infographic
· Electronic Newsletter
· Blog
· Newspaper advert
· Poster
· Social media campaign

Task 3. Presentation (Individuals or in pairs - Due week 15)
Working individually or in pairs, students are to prepare a presentation to present to the WIL client.
You are to required to present your concepts and material professionally to the client.
Students are required to submit:
· Written visual aids – ie, supporting powerpoint slides that link to your speech
· Presentation plan

Further instructions:
· Your total presentation must run for a minimum of 10 minutes and a maximum of 20 minutes.
· The presentations will be presented in class on week 15.

More detailed assessment sheets for each assessment task will be disseminated throughout course delivery.
Submission Requirements:
Work to be saved in a word doc or .pdf and uploaded to the assessment tab in your course blackboard shell by required date. Work sent by email will not be marked.
Work submitted after the deadline and without one of the forms below will not be accepted or marked.
Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.
If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

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 also submit the Assessment record and Cover Sheet that includes a declaration and statement of authorship. You must complete and submit this sheet with all work you submit for assessment, whether individual or group work. Assessment Record and Cover sheets for each assessment will be in each course blackboard shells and distributed with your assessment.
It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

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:
Form to use:
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:;ID=g43abm17hc9w
Form to use:
If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

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:
More Information:;ID=7usdbki1fjf31


Assessment Matrix

Full details on how this course is assessed against the Unit elements and performance criteria plus critical aspects of evidence can be found in the Learning and Assessment Tool available from your course teacher.

Other Information

This subject will be co-delivered with Write Complex Documents

Course Overview: Access Course Overview