Course Title: Prepare digital content

Part B: Course Detail

Teaching Period: Term1 2022

Course Code: MKTG6111C

Course Title: Prepare digital content

Important Information:

Please note that this course may have compulsory in-person attendance requirements for some teaching activities. 

To participate in any RMIT course in-person activities or assessment, you will need to comply with RMIT vaccination requirements which are applicable during the duration of the course. This RMIT requirement includes being vaccinated against COVID-19 or holding a valid medical exemption. 

Please read this RMIT Enrolment Procedure as it has important information regarding COVID vaccination and your study at RMIT: https://policies.rmit.edu.au/document/view.php?id=209. 

Please read the Student website for additional requirements of in-person attendance: https://www.rmit.edu.au/covid/coming-to-campus 


Please check your Canvas course shell closer to when the course starts to see if this course requires mandatory in-person attendance. The delivery method of the course might have to change quickly in response to changes in the local state/national directive regarding in-person course attendance. 

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

federico.viola@rmit.edu.au 

Nominal Hours: 50

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 prepare written and visual digital content for use across online platforms and ecommerce sites. It requires the ability to determine content requirements, create content that aligns with both organisational and customer needs, and complete content uploading.


It applies to individuals working in operational roles in a diverse range of businesses that operate online to sell products and services. They operate with some independence, under limited supervision and guidance from others, and within established organisational policies and procedures.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

SIRXECM002 Prepare digital content

Element:

1. Determine digital content needs

Performance Criteria:

1.1. Determine organisational written and visual digital content needs. 1.2. Access and review organisational templates and content style guides to inform content development and ensure content consistency. 1.3. Identify platform functionality and limitations to inform content development. 1.4. Determine use of content across internal and external platforms to inform content development and allow ease of use across multiple platforms. 1.5. Access product and organisational information required for content development. 1.6. Plan content development that aligns with organisational branding and marketing activity.

Element:

2. Develop written content

Performance Criteria:

2.1. Develop written content that aligns with organisational style guide, branding and marketing activity. 2.2. Produce accurate and detailed written content that aids customer browsing and purchasing. 2.3. Use text styling that provides a clear hierarchy of content. 2.4. Use copywriting techniques that encourage customer engagement. 2.5. Plan and use keywords for search engine optimisation. 2.6. Check for correct use of grammar and spelling and make any required amendments. 2.7. Seek feedback from relevant personnel and make any required amendments to written content.

Element:

3. Develop visual content

Performance Criteria:

3.1. Source visual content that connects with the target market and aligns with organisational style guide, branding and marketing activity. 3.2. Edit visual content to generate high quality and appealing visual content. 3.3. Ensure visual content accurately represents products and services. 3.4. Seek feedback from relevant personnel and make any required amendments to visual content.

Element:

4. Upload digital content

Performance Criteria:

4.1. Gain approval for written and visual content. 4.2. Upload content to digital platforms using approved file extension scheme. 4.3. Arrange content in a logical design for improved user experience. 4.4. Ensure content is displayed in a visually appealing manner. 4.5. Seek input of relevant personnel to ensure accuracy and relevance of written and visual content. 4.6. View the content in closed contention mode, test on multiple devices, and make any required amendments. 4.7. Archive content and ensure version control is applied to track content history. 4.8. Ensure content is securely stored and backed up.

Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to prepare written and visual digital content for use across online platforms and ecommerce sites.


Details of Learning Activities

All learning activities are posted in weekly shells on the Canvas course shell. You will be introduced to the learning activities on a weekly basis in class. Most activities should be completed in class and some activities will need to be completed out of class. 

All activities are set up to increase engagement and to help students memorise the course content. 


Teaching Schedule

Course Schedule:                                                           Semester 1: 2022

This course is co-delivered and co-assessed with SIRXOSM005 ‘Develop a Basic Website for Customer Engagement’. 

Week

Date

Topic / Activities

(including any pre-reading, research and resources required)

Assessments and Activities to Complete

Week 1

7th Feb

Introduction to the course and assessment tasks

Introduction to the term CMS (AT1 - Part A - 3)

Introduction to SEO 

AT1 Briefing

AT2 and AT3 overview

Week 2

14th Feb

Work on AT1

Introduction to brand guides and style guides​

A closer look at WordPress.com

Work on AT1

Week 3

21st Feb

Work on AT1

Developing a solid folder structure​

The purpose of a website for a MarCom agency

Develop a sitemap

Work on AT1

Week 4

28th Feb

Principles of effective web design​

How to drive navigation to featured content ​​

Publishing content – CMS vs FTP​

Work on AT1

Week 5

7th March

Website functions for uploads and downloads of information​

Creating content​ (theory and practice)

Ways of publishing content​

Copywriting techniques

Work on AT1

Work on AT1

Week 6

14th March

Domain names and URLs​

Writing a web page​

Meta data for a web page ​

Writing a blog post​

Meta data for a blog post​

Create content for website (AT1)

AT1 Due Sunday 11:59pm

Week 7

21st March

Read Assessment Brief​

Teams for Assessment Task 2​

Prepare Requirements Report​

AT2 Briefing

Week 8

28th March

Work on AT2

Work on AT2

(Results for AT1 are to be posted this week.)

Week 9

4th April

Web Standards​

Web Content Accessibility Guidelines ​

Usability Requirements​

Web Standards Integration​

Work on AT2

Week 10

11th April

Assessment 2 Work in Class

MANDATORY IN CLASS: Part C of AT2

DUE: AT2 Part C (Mandatory - in-class)

 


Easter Break Thursday April 14th - Wednesday April 20th

 

Week 10  (Rest)

21st April

Assessment 2 Work in Class

MANDATORY IN CLASS: Part C of AT2

AT2 Due Sunday 11:59pm

Week 11

25th April

Assessment Task 3 Briefing​

Develop Your Sitemap and Keep it Updated​

SEO: Competitor and Keyword Research​

Keyword Ranking​

Develop Content on CMS​

AT3 Briefing

Work on AT3

Week 12

2nd May

Feedback for AT2

Content Development

Pages, Posts, Metadata and Images

Work on AT3

(Results for AT2 are to be posted this week)

Week 13

9th May

AT3 Workshop

Work on AT3

Week 14

16th May

AT3 Workshop

Work on Parts B and C

 Work on AT3

Work on Part B and Part C

Week 15

23rd May

AT3 Workshop

Work on AT3

AT2 Due Sunday 11:59pm

Week 16

 30th May

Grading and Resubmissions

Week 17

 6th June

Grading and Resubmissions

Results for AT3 are to be posted this week.

 


Learning Resources

Prescribed Texts


References


Other Resources

Refer to the Canvas course shell.


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:

  • follow an organisational content style guide to develop the following types of written and visual content for use across two different digital platforms:
  • product descriptions
  • videos
  • still images
  • purchasing information
  • promotional content
  • develop the above written and digital content to:
  • meet platform functionality requirements
  • create target market appeal
  • achieve consistency with organisational branding and promotional activity
  • upload and test the above digital content on two different devices.

Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

  • key legal and ethical considerations as related to digital content development:
  • Trade Practices Act
  • Privacy Act
  • role of digital content in an online environment
  • techniques for using digital content to:
  • engage customers
  • maximise sales
  • generate traffic
  • create brand and target market appeal
  • achieve consistency and alignment with organisational branding and promotional activity
  • current trends in digital content development and use
  • current software used to aid digital content development
  • site design and functionality and its relationship to digital content development
  • role of templates and style guides in digital content development
  • role and use of copywriting in digital content development
  • role and use of search engine optimisation in digital content development
  • techniques for creating written and visual online content relevant to different target markets
  • techniques to achieve:
  • clarity
  • ease of viewing and navigation
  • visual appeal
  • readability
  • use and features of:
  • keywords
  • styling
  • file schemes
  • information architecture and its relationship to digital content
  • tools and techniques for uploading and storing digital content.


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

This course is co-delivered and co-assessed with SIRXOSM005 ‘Develop a Basic Website for Customer Engagement’. 

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

  

Assessment 1– Prepare Digital Content for a Website 

Report date due:              

  • Week 6, 11:59pm Sunday 

Assessment 1 is to be completed individually          

Purpose: 

You will develop a basic trial website with three webpages, the prototype of a social media post and complete a report. 

  

Assessment 2 – Requirements Report  

Due dates:  

  • Digital Upload: Week 10, Sunday, 11:59pm 

Assessment 2 is to be completed in teams 

Purpose:  

The purpose of this assessment is for you to demonstrate skills and knowledge in creating a Requirements Report for a website based on a real-life client. The report captures content requirements that align with the client’s requirements. The student has to source the client. 

 

Assessment 3 – Develop a Client Website  

Due dates:  

  • Parts B+C (Mandatory): Week 14, in-class 

  • Digital upload: Week 15: , Sunday, 11:59PM. 

Assessment 3 is to be completed in teams 

Purpose:  

Develop valid and active website prototypes in-line with the project scoped in the Requirements Report in Assessment Task 2.  

The website must be designed with consideration of the research conducted in the Requirements Report paying attention to ensuring a brand essence, online value proposition and design aesthetics and where possible, functionality requirements are adhered to in order that the objectives for the blog are achieved.  


Assessment Matrix

The assessment matrix that maps all the assessment is available on CANVAS.


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.

Other Information

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:  https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/extensions-of-time-for-submission-of-assessable-work


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: https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/special-consideration


Resubmissions: 

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.



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: 

https://www.rmit.edu.au/students/student-essentials/assessment-and-exams/assessment/adjustments-to-assessment


Marking Guide (Competency): 

Feedback on your assignment and your results will be released via the rubric on Canvas. Assessment tasks will receive the following outcomes:

Satisfactory

Not Satisfactory

DNS (Did not Submit)

There are 3 assessments for this course, students must be deemed satisfactory i n all 3 assessments to be competent in this course.

Course grades will be given as:

CA (Competency Achieved)

NYC (Not Yet Competent)

DNS (Did not submit)


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.  

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


Course Overview: Access Course Overview