Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term2 2016

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 Email:

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 the desired image, features and benefits of the products or services, and suit the characteristics of the chosen media

1.4. Position and size each element of the advertisement to achieve balance and focus

1.5. Ensure typeface selections suit the product, the chosen media and the central message of the advertisement, and that the layout achieves balance in its elements including white space and margins

1.6. Ensure any added sound, animation or graphics enhance the content of advertisements and do not distract from the message

1.7. Ensure advertisements meet the requirements of the marketing strategy and legal and ethical requirements


2. Use business website as e-marketing tool

Performance Criteria:

2.1. Identify website marketing objectives in the organisation's marketing (or e-marketing) strategy and plan

2.2. Ensure the website design meets objectives and conveys the required image of the business and the features and benefits of its products or services

2.3. Ensure the website content, site map, navigation buttons, frames and multiple pages are in accordance with the marketing strategy and plan

2.4. Ensure the website incorporates data recording, contacts and feedback mechanisms to allow evaluation of the website as a marketing tool


3. Use e-marketing

Performance Criteria:

3.1. Identify the required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet the 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 the marketing strategy, media contracts and legal and ethical requirements


4. Monitor and evaluate results of e-marketing

Performance Criteria:

4.1. Monitor the transmission of the 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 the 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 electronic 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 No.


Activities and tasks



Induction to the course

Meet your teacher and class

Working in groups



Client brief



Internal communication needs

Scoping of assessment



Introduction to business writing


Writing activities

Writing in plain English & technology capabilities



Report Writing 

Planning,  Formatting and structuring  - Drafting/Planning



Social networking in marketing

Blogging, twitter, MySpace, Facebook, tumblr



Assessment support  

Task 1 Due In Class

You will receive the feedback in week 8.  If required, resubmission for this assessment is due by the end of week 9



Social media integration

Writing for social media platforms


Semester break 29 August – 4 September



Emarketing tools

Creating and research  



Communication strategies to diverse audiences

Gifs and videos



Speech writing


Task 2 Due In Class

You will receive the feedback in week 14.  If required, resubmission for this assessment is due by the end of week 15



Audience connection

Which audience do you want to target?  How to identify.



Assessment work




Presentations in class Communication Presentations

Task 3 Due In Class

You will receive the feedback in week 15.  If required, resubmission for this assessment is due by the end of week 16



Remaining presentations

Student meetings where necessary




Resubmission period




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

 This subject will be co-delivered with Write Complex Documents OFFC5208C


To be deemed competent in this course you must pass all three assessments.  Once your assessment is deemed competent you will then be graded.  

Assessment Task 1 - Case study report – individual assessment - due week 7

You will be supplied with a Work Integrated Learning (WIL project) to to research, prepare and present a full communication solution.

The first assessment will be broken into two parts – Research Report – 700 words, Communication Plan – 500 words  

You will be working individually for this assessment.  

Part A - Research Report

The full research report will identify and research what the client is currently doing to communicate key issues.

Students will follow stringent report inclusion guidelines.   Sections to analyse and include:

  1. Organisation – high level information
  1. Current targeted activities – business and communications
  2. SWOT analysis
  3. Communication needs
  4. Current trends and best practices
  5. Target market analysis

Part B - Communication Plan. 
Following a supplied template, students must create a communication plan to tackle the issue briefed by the client.  Using a template, the plan must include:  

  • Objectives
  • Strategies
  • Target audience analysis
  • Key messages
  • Tactics – traditional and digital

A full template will be provided for students to follow for the report.  

Assessment Task 2 – Social media/digital portfolio.  Due end of week 11 – Sunday 25 September midnight

Group assessment - groups of no more than FOUR

This assessment will be broken into two parts – Part A)creation of visual communication vehicles Part B) report on best use of those communication vehicles. 

Following on from assessment one, using the same supplied client, you are to create:

Part A

1)    Video (no more than 20 seconds long

2)    Gif (2 – 4 seconds)

Part B

A one page report (minimum 500 words each) providing an overview of each of the creative materials.  Report needs to include:

  • Creative process
  • Creative concept
  • Key messages
  • Audience
  • Audience reaction
  • Change of behaviour required

This is a group assessment - groups no more than FOUR.  Groups will be required to meet with the teacher at regular intervals to ensure all individuals are equally sharing workload. 

Assessment Task 3 – Presentation.  Due:  In class – week 14  

You will present on the material prepared for assessment two.

Information to include to be based on report from assessment two and creative material prepared. 

This presentation will be presented to the WIL client.  

This is a group assessment - groups no more than FOUR.  Groups will be required to meet with the teacher at regular intervals to ensure all individuals are equally sharing workload. 

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 OFFC5208C

Course Overview: Access Course Overview