Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term2 2018

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: Julia Makin

Course Contact Phone: +61 3 9925 5175

Course Contact Email:

Name and Contact Details of All Other Relevant Staff

Joe Matthews


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

A range of learning activities are planned for this course including self-paced and collaborative classroom based activities.

The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.

The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment.

We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule

This subject is co delivered and co assessed

MKTG5820C Conduct E-marketing Communications and OFFC5208C Write Complex Documents

The nominal hours associated with this are a guide only and represent the total teaching time and student effort required to successfully complete this course.  This may include not only scheduled classes but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities. 

Course Schedule: Conduct E-Marketing Communications / Write Complex Documents, Semester 2, 2018





Week 1

2 July 2018

Introduction to the course

Reading: Lecture Notes Week 1 

Week 2

9 July 2018

Objectives: Business v. Communications

Measures of performance

Reading: Lecture Notes Week 2

Week 3

16 July 2018

Communications Planning

Reading: Lecture Notes Week 3

Week 4

23 July 2018

Communications Planning

Reading: Lecture Notes Week 4

Week 5

30 July 2018

Task 1 Tutorial

Reading: Lecture Notes Week 5 / Task summary slides

Assessment 1: Research Report & Communications Plan


Week 6

6 August 2018

Assessment 1 - Workshop

Week 7

13 August 2018

Assessment 1 - Tutorial / Workshop (final review of drafts)

Lecture Notes Week 7

Assessment Task 1 Due: Online submission via Canvas 11:59PM Sunday 19 August 2018

Week 8

20 August 2018

Guest Speaker (TBC)

Assessment 2: Tutorial

Reading: Lecture Notes Week 8


26 August - 2 September 2018

Mid-Semester Break 

Week 9 

3 September 2018

Guest Speaker (TBC)

Week 10

10 September 2018

Social Media Marketing

Reading: Lecture Notes Week 10


Week 11

17 September  2018

Assessment 2 Tutorial / Workshop

Assessment 2 Due: Digital Portfolio / Rationale 

Due: Online submission via Canvas 11:59PM Sunday 23 September 2018 

Week 12

24 September 2018

Workshop - Legal and Ethics

Reading: Lecture Notes Week 12

Week 13

1 October 2018

Legal and Ethics- quiz preparation

Week 14

8 October 2018

Assessment 3 - Quiz

Quiz (legal and ethics)

Assessment 3: Quiz

Due: Online quiz via Canvas 11:59PM Tuesday 9 October 2018

Week 15

15 October 2018

Resubmission / Re-work as required

Week 16

22 October  2018

Resubmission / Re-work as required

Week 17

29 October 2018

Grade Entry

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 is co delivered and co assessed

MKTG5820C Conduct E-marketing Communications and OFFC5208C Write Complex Documents


Assessment Task 1

Due: Sunday 19th August

Summary and Purpose of Assessment

Throughout the semester, students will work with a supplied Work Integrated Learning (WIL) client to research, prepare and present a full communication solution. The first section of this work will be broken into two parts – Part A) research report and Part B) communication plan.


Assessment Instructions


Minimum Word counts:  

  • Part A Research Report – 1000 words
  • Part B Communication Plan – 1000 words 

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: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: Week 11 Sunday 23 September 2018,

Summary and Purpose of Assessment

Throughout the semester, students will work with a supplied Work Integrated Learning (WIL) client to research, prepare and present a full communication solution. The second section of this work will be broken into two parts as discussed below.


Assessment Instructions


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

 Part A

  • Video (no more than 20 seconds long
  • Gif (2 – 4 seconds)

 Part B

A report (minimum 1000 words) providing an overview of the creative material.  Report needs to include:

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


Assessment Task 3 On line Ethics Quiz

Due Date: 11:59 PM Monday 8 October 2018

Summary and Purpose of Assessment

Assessment Task 3 is a time-limited quiz (3 hours) conducted online, to assess the students knowledge and understanding of legislation and compliance relating to the industry.

Assessment Instructions


All questions are based on resources provided to the students and discussed during lectures, tutorials and workshops.

Students must correctly answer all questions, and will have 3 attempts. This assessment task is an individual assessment. Quiz duration is limited to 180 minutes (3 hours).


This assessment task is conducted online. Students who are undertaking WIL or internships are able to access the online test remotely.



Assessment Matrix

Submission Requirements

 You should:

 ·   Ensure that you submit assessments on or before the due date. 

·   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.

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

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:

Resubmissions (VET Programs):

Resubmissions (VE Programs):

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.

Grading & re-submissions

Successful re-submissions will contribute a CAG only (Competency Achieved Grading) 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:


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.


Marking Guide (Grading)

 After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:


Final Grades table:




Competent with High Distinction




Competent with Distinction




Competent with Credit




Competency Achieved – Graded




Competency Achieved – Not Graded




Not Yet Competent




Did Not Submit for assessment





Further information regarding the application of the grading criteria will be provided by your teacher.

Other Information


Course Overview: Access Course Overview