Course Title: Develop a basic website for customer engagement

Part B: Course Detail

Teaching Period: Term1 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

federico.viola@rmit.edu.au 

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’.  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:

• 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 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

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.

Vocational education grades:

CA - Competency Achieved

NYC - Not Yet Competent

DNS - Did Not Submit for assessment

  Other Resources

Online 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