Course Title: Develop a basic website for customer engagement
Part B: Course Detail
Teaching Period: Term2 2024
Course Code: MKTG6112C
Course Title: Develop a basic website for customer engagement
School: 525T Business & Enterprise
Campus: City Campus
Program: C4413 - Certificate IV in Marketing and Communication
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
Federico Viola
Nominal Hours: 60
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
None
Course Description
This unit describes the performance outcomes, skills and knowledge required to plan and build a basic website suited to organisation purposes and customer requirements. It requires the ability to plan and develop both the structure and content for the site, and to test and evaluate the site before it goes live.
It covers those skills needed by an organisation that chooses to develop its own site, using website building platforms, rather than using the services of information technology specialists.
It applies to individuals who work independently or with limited guidance from others, including senior operational personnel, business unit managers and, particularly to small business owner operators.
This unit applies to self-employed individuals, and owners and employees of any type of organisation including commercial, not-for-profit and government organisations.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
SIRXOSM005 Develop a basic website for customer engagement |
Element: |
1. Plan website structure |
Performance Criteria: |
1.1. Determine website purpose, structure and style to suit target customer audience requirements. 1.2. Identify required functions, capabilities and security requirements which meet website purpose. 1.3. Determine need for interactive forms and functions to capture customer information and maximise customer interaction. 1.4. Plan layout and navigation flow for appearance, readability, links and ease of use. 1.5. Document structure to facilitate efficient development. 1.6. Research and select website building software applications and hosting services based on website requirements. 1.7. Identify current and future website functionality, and compatibility of software applications to ensure add-ons can be achieved. |
Element: |
2. Develop website content |
Performance Criteria: |
2.1. Select and evaluate information to create relevant website content consistent with organisational policy for information that can be publicly shared 2.2. Design interactive forms and user functionality to capture required information. 2.3. Create and utilise a list of key words to promote and ensure search engine optimisation. 2.4. Use language, style and tone suited to organisational brand, image and target audience. 2.5. Select non-text content features to complement website text. 2.6. Check content for accuracy, currency and relevance. |
Element: |
3. Create website pages |
Performance Criteria: |
3.1. Utilise functions and templates provided by website building software to create pages and effective navigation. 3.2. Select page titles and key words that reflect purpose and can be easily understood by audience. 3.3. Utilise key words throughout site to maximise traffic to website and targeted content. 3.4. Incorporate non-text content features to enhance page presentation. 3.5. Create interactive forms and functions to capture customer information and maximise interaction. 3.6. Develop linked webpages and ensure links are clearly named and unambiguous. 3.7. Use consistent design features across all pages for ease of readability and navigation. 3.8. Upload files to web hosting service according to technical requirements. |
Element: |
4. Test and critically evaluate website before site goes live |
Performance Criteria: |
4.1. Test all website functions and navigation to confirm operational status and ease of use. 4.2. Test useability of interactive forms and functions. 4.3. Check accuracy of content and evaluate design for appeal and match to organisation image. 4.4. Run test searches to ensure key words are driving traffic to the site and targeted content. 4.5. Adjust content, design, key words and navigation flow to ensure website is fit for purpose and meets organisation image requirements. |
Learning Outcomes
This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to plan and build a basic website suited to organisation purposes and customer requirements.
Details of Learning Activities
All learning activities are posted in the course shell on Canvas. You will be introduced to the learning activities on a weekly basis in class.
All activities are set up to increase engagement and to help students memorise the course content.
Teaching Schedule
This course is a cluster of these two units: ‘Develop a Basic Website for Customer Engagement’ as well as ‘Prepare Digital Content’.
Week |
Week commencing |
Topic |
Assessment |
1 |
15/7 |
Introduction to the Course and Assessment Tasks Assessment Task 1 Briefing Overview of Content Management Systems Overview of Search Engine Optimisation
|
Assessment Task 1 Briefing |
2 |
22/7 |
Find a Client for Your Website (AT1-Part A) Evidence of a Client Meeting (AT1-Part A) Requirements Report (AT1) Creative Brief (AT1-Part B2) Business Objectives (AT1-Part B2) Target Market (AT1-Part B2) |
Activity: Find a Client for Your Website (AT 1-3) Activity: Develop a Template for Your Meeting Minutes Upload: Develop a Template for Your Meeting Minutes |
3 |
29/7 |
Develop a Folder Structure (AT2-Part A1) Perception and Tone (AT1-Part B2) Competitor Research (AT1-Part B3) Website Inspirations (AT1-Part B3) Functionality of a Website (AT1-Part B4) |
Confirm Your Client |
4 |
5/8 |
Principles of Effective Web Design (AT2) How to Drive Navigation to Featured Content (AT2) Design Aspects of a Website (AT1 Part B5b) |
|
5 |
12/8 |
Web Software (AT1 Part B5a) CMS (AT1 Q5b) Web Hosting (AT1 Part B6) Domain Names (AT1 Part B6) Web Standards (AT1 Part B5a)
Web Standards Activity |
Upload: Web Standards Activity |
6 |
19/8 |
Mandatory: Part C will be conducted in class. Activity: What Web Pages for Your Client? - Develop a Sitemap (ATs 1-3) Complete and Upload Activity Writing an Introduction and a Conclusion for a Report (AT1 Part B1 and B10)
|
Upload Activity: What Web Pages for Your Client? - Develop a Sitemap Assessment Task 1 Due on Sunday, End of Day Part C (mandatory): In-class |
7 |
26/8 |
Assessment Task 2 Briefing Activity: Research a CMS (AT2 Part A3) Knowledge Questions (AT2 Part C) The Role of a Website for a Marketing Communication Agency (AT2 Part C1) The Purpose of Principles of Effective Webdesign (AT2 Part C2) How to Upload and Download Content on the Web (AT2 Part C3) Features of WordPress and Wix:
|
Assessment Task 2 Briefing Upload: Activity – Research a CMS |
|
2/9 - 6/9 |
Mid Semester Break |
|
8 |
9/9 |
Knowledge Questions (AT2 Part C)
WordPress Themes and Wix Templates CMS Workshop - WordPress.com Workshop 1 (AT2 Part B) *
|
Based on a specific theme (Twenty Seventeen) we will look at these aspects:
|
9 |
16/9 |
Overview: Brand Guides and Style Guides (AT2 Part A4) WordPress Themes and Wix Templates Activity: Create a Style Guide (AT2 Part A4) CMS Workshop - WordPress.com Workshop 2 (AT2 Part B) *
|
Upload: Activity – Create a Style Guide
|
10 |
23/9 |
Supervised Work on Assessment Task |
Assessment Task 2: Digital Upload: Sunday (End of Day) |
11 |
30/9 |
Assessment Task 3 Briefing Keep Sitemap Updated (AT3 Part A5) Supply a Layout Sketch of Your Home Page (AT3 Part A5) SEO: Keyword Research and Keyword Ranking (AT3 Part A4) Include a List of 10 or More Keywords (AT3 Part A4) SEO Tools of WordPress and Wix (AT3 Part A) Other SEO Tools (AT3 Part A) Content Development (AT3 Part A2) |
Assessment Task 3 Briefing |
12 |
7/10 |
CMS - Wix Workshop 1 (AT3 Part A)*
Work on Your Website |
|
13 |
14/10 |
CMS - Wix Workshop 2 (AT3 Part A)*
Confirm Why Your Website Meets Web Standards (Accessibility, Usability, HTML, CSS and Responsive Design) (AT3 Part A7) Confirm That Your Website Meets Key Legal and Ethical Requirements (Competition and Consumer Act 2010 and Privacy Act 1988) (AT3 Part A8) Q&A Work on Your Website |
|
14 |
21/10 |
Testing the Website (AT3 Part B)
|
Assessment Task 3 – In class: Parts B and C (mandatory) |
15 |
28/10 |
Evaluate and Follow up on the Tests
Evaluate the Website Against Requirements Report (AT3 Part C1) Launch Website and Supply Valid URL (AT3 Part C2) Screenshot the Website (AT3 Part C2) Upload AT3 Submission by Sunday |
Assessment Task 3 – Digital Upload and Website Launched – Sunday (End of Day) |
16 |
4/11 |
Resubmissions |
|
17 |
11/11 |
Resubmissions |
|
18 |
18/11 |
Grade finalisation |
|
* NOTE: It is left up to your teacher to change the order of CMS for workshops or to focus on a different set of CMS. Our recommended CMS for this course are WordPress.com, Wix and Squarespace.
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in Canvas.
Overview of Assessment
Assessment Methods
Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:
- direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
- review of final printed documents
- demonstration of techniques
- observation of presentations
- oral or written questioning to assess knowledge of software applications
You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.
Performance Evidence
Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:
- plan for and build one basic website, to the point of publication, suited to identified purpose and customer requirements
- integrate at least three of the following functions into the website structure:
- search facility
- interactive fillable forms
- uploading and downloading information
- active links to other sites
- links to drive navigation to featured content
- chat facilities for provision of information
- facilities for customer feedback, testimonials and commentary on content
- security of customer and organisational information
- utilise at least four of the following design features into the website to create appeal and ease of readability and access:
- coloured frames and banners
- different fonts and colours for headings and text
- lists using numbers and bullet points
- images
- videos
- animations
- sound files
- tables, graphs or charts
- test all functions and links built into the website on two different devices before the site goes live
- evaluate content, design and useability, for two different devices, and identify three areas of potential change to be considered before the site goes live.
Knowledge Evidence
Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:
- role of a website in the communications or marketing mix for particular types of organisations
- common functions provided by basic websites and how these can be effectively used for different organisational purposes:
- search facility
- interactive fillable forms
- uploading and downloading information
- active links to other sites including social media pages
- chat facilities for provision of information
- facilities for customer feedback, testimonials and commentary on content
- security of:
- customer private and financial information including through password protection
- images and information owned by website operator
- collection of data on traffic and user interaction with site
- a range of website building software providers including website functionality provided, advantages and disadvantages, and associated costs
- compatibility issues that can occur between different types of website building software applications
- types of available templates including how to access and build into a website
- how interactive fillable forms work and how information collected is provided to the website operator
- features of effective website layout and navigation flow
- functions that can be used to drive navigation to featured content and external web pages:
- highlighted, coloured and underlined words
- pop up messages
- hyperlink text and tags in hypertext markup language (HTML)
- general principles for effective website design and how the following design features can be used to create appeal, ease of readability and access:
- consistency across pages
- coloured frames and banners
- headings
- different fonts and colours
- lists using numbers and bullet points
- images, videos, animations and sound files
- tables, graphs and charts
- navigation tabs with simple directive language relevant to purpose
- how to make web content more accessible to people with disability and they key content of published accessibility guidelines
- techniques for manipulating digital images and graphics, and their insertion into a website
- principles of search engine optimisation (SEO) and how traffic is driven to websites through use of:
- key words and density on the page
- organic searches
- features of browsers, search engines and web crawlers, and how they impact on website design, decisions and meta-tags
- how web hosting services operate, a range of services offered by providers and associated costs
- how to obtain and register a domain name and what services are generally included as part of registration
- methods used to test newly developed websites, prior to site going live, and logical sequence of testing.
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
There are 3 assessment tasks to complete including a requirements report, a basic client prototype website and a client website. You have to pass each assessment task to be deemed competent for this course.
Assessment Task 1 - Requirements Report
Due in Week 6, Sunday, end of the day - (Sunday, 25/8)
Create a Requirements Report for a website for a real-life client (individual task). Source a small business or a freelancer and interview the client to establish their requirements for a website.
Access the template and complete all the questions and tasks.
Assessment Task 2 - Prepare Digital Content for a Website
Due in week 10, Sunday, end of the day - (Sunday, 29/9)
Plan (Part A) and develop (Part B) a basic 3-page website as a minimal response to the requirements report (AT1). Complete the knowledge questions for Part C.
Assessment Task 3 - Develop a Client Website
Due in week 15, Sunday, end of the day (Sunday, 3/11)
Develop valid and active website prototypes in line with the project scope in the Requirements Report in Assessment Task 1 and build on the website developed in Assessment Task 2. Submit a report documenting the development and website with screenshots of each web page and a valid link to the accessible (published) website.
Assessment Matrix
The assessment matrix that maps all the assessments is available on CANVAS.
Other Information
Submission Requirements
- Ensure that you submit assessments on or before the due date.
- Always retain backup copies of your assessment tasks.
- 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 a footer with your name, student number, the title of the assessment, unit code and title and page numbers.
Resubmissions (VET Programs)
If you are found to be unsuccessful (Not satisfactory/Unsatisfactory) in a Course Assessment Task 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.
Penalties for Late Submission
Late submissions of assignments without special consideration or extension will automatically be considered a re-submission (see above).
Extensions, Special Consideration and Adjustment to Assessments
Extensions:
Extensions are available for unforeseen circumstances of a short-term nature.
An application form must be submitted to the school at least one working day before the due date of the assessment, submitted to suzanne.bevacqua@rmit.edu.au
Extensions can be approved for a maximum of one week (seven calendar days) past the due date for an assessment. (Where students need an extension exceeding one week they must instead apply for special consideration.)
Special consideration:
Special consideration is available for unexpected circumstances outside students’ control. These include but are not limited to: unexpected short-term ill health, and unavoidable family, work, cultural or religious commitments.
An application for special consideration is made in advance of an assessment wherever possible but will normally be accepted within five working days after the assessment date
For more information, see the Special Consideration page of the RMIT website.
Adjustments to Assessment:
RMIT provides several adjustments to assessment for students experiencing ongoing or long-term circumstances. Find the right one for your circumstances here.
Changes to the Assessment Scheme
Where a change to assessment approved by the Dean/head of school changes an assessment due date, students will be given at least five working days’ notice of the new due date.
Feedback
You can expect to receive marks and feedback on in-course assessment work in time to improve your performance in related assessment tasks later in the course.
Academic Integrity and Misconduct
Students demonstrate academic integrity in their assessment practices by:
- engaging with assessment activities in an honest way;
- providing accountability for the authorship and originality of work submitted;
- acknowledging the work of others and the re-use of original work.
Academic misconduct is addressed in accordance with the Student conduct policy
Assessment involving research with human participants, their information or their tissue, or animal subjects is carried out in accordance with the Staff ethics and integrity policy.
For further information see the Academic Integrity website.
Review and Appeal
A student may request a review of an assessment result or appeal a final course grade in accordance with the Conduct of assessment and appeals section of the Assessment Processes.
Grade Criteria
You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying.
The following grades are available for this course.
CA - Competency Achieved
NYC - Not Yet Competent
DNS - Did Not Submit for assessment
Other ResourcesOnline learning materials and all relevant resources are available on Canvas and can be accessed by going into the RMIT website's Online Learning Hub.
The online learning materials listed include:
- Course outlines
- Power point Presentations
- Supporting Reading material
- Industry relevant articles
- Activities.
Course Overview: Access Course Overview