Course Title: Prepare digital content

Part B: Course Detail

Teaching Period: Term1 2024

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 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. 

   

This course is a cluster of these two units: ‘Develop a Basic Website for Customer Engagement’ as well as ‘Prepare Digital 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’.  It is co-delivered and co-assessed.

           

Week  

          

Week commencing 

          

Topic 

          

Assessment 
         

1   

        

12/2 

        

Introduction to the Course and Assessment Tasks  

Content Management Systems  

Search Engine Optimisation  

  

        

Activity – Research a CMS  
         

2   

        

19/2  

        

Brand Guides and Style Guides  

WordPress Themes  

        

Upload: Activity – Research a CMS  
         

3   

        

26/2    

        

Develop a Folder Structure Develop a Sitemap  

Web Browsers, Search Engines and Web Crawlers  

        

Research a Client for your assessment tasks 
         

4   

        

4/3    

        

Principles of Effective Web Design  

How to Drive Navigation to Featured Content  

        

  
         

5   

        

11/3   

        

Domain Names and URLs  

WordPress.com - Create a Web Page 

(Monday: Labour Day) 

        

  
         

6   

        

18/3  

        

Mandatory: Part C will be conducted in class. (moved to week 6) 

Uploading and Downloading Creating Content  

Copywriting  

        

Assessment Task 1 Due on Sunday, End of Day 

Part C (mandatory): In-class  
         

7   

        

25/3 

        

Assessment Task 2 Briefing Teams for Assessment Task 2  

        

 
         

  

        

29 March - 5 April  

        

Easter Break 

        

  
         

8   

        

8/4 

        

Confirm Client for Website  

Work on Assessment Task 2  

        

  
         

9   

        

15/4   

        

WordPress.com Workshop 

Work on Assessment Task 2 

        

Based on a specific theme we will look at how to customise the theme. 
         

10   

        

22/4  

        

Work on Assessment Task  

        

Assessment Task 2:  

Digital Upload: Sunday (End of Day) 
         

11   

        

29/4 

        

Assessment Task 3 Briefing Develop Sitemap and Keep Updated  

SEO: Research  

Keyword Ranking  

Content Development in WordPress  

        

  
         

12   

        

6/5  

        

Content Development in WordPress  

        

  
         

13   

        

13/5  

        

Content Refinement in WordPress  

  

        

  
         

14   

        

20/5   

        

Testing the Website  

Work on Parts B and C  

        

Assessment Task 3 – In class: Parts B and C (mandatory)   
         

15   

        

27/5    

        

Work on Assessment Task 3  

Supervised Workshop  

        

Assessment Task 3 – Digital Upload and Website Launched – Sunday (End of Day)  
         

16   

        

3/6 

        

Resubmissions 

        

 
         

17   

        

10/5 

        

Resubmissions 

        

 


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:

  • 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

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 at end of class Week 6 - (Monday, 18/3)
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 day - (Sunday, 28/4)

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, 2/6)
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 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 five 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 five 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.

 

Grading & re-submissions

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

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

 

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. 

 

Final outcomes table:

CA Competency Achieved – Not Graded

NYC Not Yet Competent

DNS Did Not Submit for assessment

 

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

Course Overview: Access Course Overview