Course Title: Develop a basic website for customer engagement
Part B: Course Detail
Teaching Period: Term1 2022
Course Code: MKTG6112C
Course Title: Develop a basic website for customer engagement
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
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 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 SIRXECM002 Prepare Digital Content. | |||
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:
- 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
This course is co-delivered and co-assessed with SIRXECM002 Prepare Digital Content.
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:
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