Course Title: Conduct electronic marketing communications

Part B: Course Detail

Teaching Period: Term1 2013

Course Code: MKTG5820C

Course Title: Conduct electronic marketing communications

School: 650T TAFE Business

Campus: City Campus

Program: C4227 - Certificate IV in Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Contact: Elaine Holstein
9925 5155

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 applies to individuals working in advertising, public relations, marketing or promotional roles who are required to use electronic communications and existing business websites to effectively convey marketing communications and achieve marketing objectives in accordance with marketing or e-marketing plans.

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 electronic 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
3.5.Assign responsibilities to team members for data capturing and reporting 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

This unit describes the performance outcomes, 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.

Details of Learning Activities

A range of case studies, research, class discussion and debate, on-line discussion board challenges and relevant projects individual and group

Teaching Schedule

Week Date Topic
1 11th feb Course Introduction and overview
2 18th feb Overview of the elements of marketing and marketing planning

Students will identify a marketing challenge that will provide the focus for a major assignment

Overview of the regulatory framework


3 25th feb E marketing communication tools and techniques

An overview of the tools available to the e-marketer/advertiser
E- marketing channels

Exploration of the range of e-marketing communication channels and an analysis of their strengths and weaknesses

4 4th march Assessing current marketing activities
- marketing objectives + brand
- Assessing the marketing activities (SWOT and GAP)


Mon: Labour day PH

11th march Project Planning

Techniques and templates will be discussed for these two important processes

6 18th March stakeholder Management
Techniques and templates will be discussed for these two important processes
7 25th march Design for the net

• Advertising
• Website introduction
• Introduction to to Weebly

    28th March – 3rd April Mid-semester break
8 8th April Designing a website continued
9 15th April Development of integrated marketing communications strategy

Students explore the strategic approaches to integrating marketing communications with an emphasis on the developing on e-marketing communications
• Examination of reporting styles/formats

10 22nd April • A focus on:
Search Engine Optimisation

E- Advertising methods of communications delivery

11 29th April • An in depth look at:
Viral Marketing, Blogs, e-newsletters
12 6th may • A focus on:
Email Marketing, Extranets, Video on Demand
13 13th may • A focus on:
Social networking twitter, Linkedin, Face book,
You tube Internet Radio and podcasts
14 20th may • A focus on:
Measurement of your e-marketing campaigns
15 27th may • A focus on:
Assessment 3
16 3rd June Group interviews

Learning Resources

Prescribed Texts


Other Resources

To be discussed during weekly classes.

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. 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.

Assessment Tasks

Clustered with Undertake Marketing Activities (MKTG 5819C)

Assessment Tasks

Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.

TASK 1 – Group participation and e-reflection - Individual assessment

Each week students will be set a case study or research and analysis task for completion during the class. This will be followed by a group discussion.

Students will be required to participate both in the research and analysis task and take an active part in small group and in class discussions. For weeks 2, 3, 6, 12 and 16 students will be required to prepare a short reflective comment and discussion board entry that summarises the essence of their learning for each week and includes the link to 1 interesting reference (not including in teachers resources and not included by another student I your class) to share with the rest of the class.

Submission Requirements: Students are required to participate in class activities and post discussion board contributions as per the specific criteria to be outlined in class, during the identified weeks. The parameters of the discussion content will be discussed in the first week of class.

To be deemed competent in this task students must complete participate in class activities and satisfactorily participate in the weekly discussion board discussions.

Submission Requirements: Through the discussion board and wiki facilities on Blackboard.

Task 2 – Knowledge Sharing Workshops (Due Date: Outlined according to the weekly presentation schedule to be completed the first week of classes) (group assessment)

The objective of this activity is to encourage students to explore the concepts and theories presented from a different angle and to learn to learn from each other. In groups of 3 students will research, prepare and present to the whole group, an in depth and focussed examination of a topic that emanates from the course content. This will need to include a whole of group, or small group activity designed to provide a practical angle to a theoretical concepts. Each workshop will last for 20 mins with 10 mins questions and wrap up.

To be deemed competent in this task students must:

• Content that enriches the knowledge of class
• Interesting and engaging presentation style
• Include an activity that practically applies the new learning
• Opportunity for participants to ask questions re the workshop content and activity.

Task 3 – Integrated e-marketing communications campaign (Due Date: COB Friday Week 15)

Students will assume the role of marketing consultant, in designated groups of 3 (maximum) they will identify an interesting marketing challenge for a new or existing company. They will then work on a marketing communications challenge that an organisation may face. Groups will need to research information and analysis required and prepare an e-marketing communications campaign for the organisation’s /product/service.

To be deemed competent in this task, students must prepare a comprehensive e-marketing communications campaign with the following elements:

• Structured report presentation
• Introduction – Identification of the challenge
• Overview of current marketing activities that the organisation undertakes using appropriate analytical methodology
• Project Plan
• Stakeholder Management Plan
• Goals and Objectives for the campaign (these will be smart marketing objectives)
• Clear definition and description of the target Market
• Clear recommendations for the e-channel mix
• Design elements relevant to the channel mix and target audience
• Design and development of a website as part of the integrated mix
• Methods for measuring effectiveness and campaign reporting
• Summary and recommendations

Students will be provided with detailed marking guides for each assessment task at the commencement of the course.
Submission Requirements: Students are required to provide a written document uploaded onto blackboard. Emailed submissions will not be marked.

You should:
• Ensure that you submit assessments on or before the due date. 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 is available at;ID=ls0ydfokry9rz website.
• 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 a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• 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. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

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

Clustered with Undertake Marketing Activities (MKTG 5819C)

Course Overview: Access Course Overview