Course Title: Develop a basic website for customer engagement
Part B: Course Detail
Teaching Period: Term2 2023
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: C4421 - Certificate IV in Entrepreneurship and New Business
Course Contact: Theresa Lyford
Course Contact Phone: +61 3 9925 5444
Course Contact Email: theresa.lyford@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Course Contact Name: Jye Marshall
Course Contact Email: jye.marshall@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
Nil
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.
No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.
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
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in the above elements.
Details of Learning Activities
This unit within the Certificate IV in Entrepreneurship and New Business will equip you with the knowledge and skills to produce an essential website for your start-up or business. In the unit, you will be introduced to innovative ways to present your business digitally and to the world. A website is an essential part of a business and takes careful planning, development and evaluation. While undertaking your other units of study within the course, this unit will bring your key business assets to the web. You will present a professional platform for your potential clients. Each assessment within this unit is targeted towards your business or startup, therefore are individual assessments. While your assessments may be independent, during class time there will be an opportunity to participate and collaborate as a group. You will participate in learning activities such as: Group discussions and working in pairs, collaborative design thinking, experimenting with key Microsoft and Macintosh hardware and software, working with Adobe Creative Cloud, sound-boarding ideas, presenting to the class, and individual written tasks.
Teaching Schedule
This unit is co-delivered with BSBESB40 Market New Business Ventures. Please refer to your timetable for class times and room allocation. It is expected that you attend all classes to get the best learning experience, and be assessed as competent for the unit. Please notify your teacher of an expected absence.
Week |
Week Commencing |
Topics |
Assessment |
1 |
24/07 |
Introduction to the Course and Assessment Tasks Overview of a Marketing Strategy Content Management Systems Search Engine Optimisation |
|
2 |
31/07 |
Brand Guides and Style Guides WordPress Themes Development of a Marketing Strategy |
|
3 |
07/08 |
Develop a Folder Structure Develop a Sitemap Web Browsers, Search Engines and Web Crawlers Establish and Evaluate a Marketing Strategy |
|
4 |
14/08 |
Principles of Effective Web Design How to Drive Navigation to Featured Content |
|
5 |
21/08 |
Digital Marekting Strategy Domain Names and URLs WordPress.com - Create a Web Page |
Assessment Task 1 Due (BSBESB404) Written Questions |
6 |
28/08 |
Establish the Marketing Mix Uploading and Downloading Creating Content Copywriting |
|
7 |
04/09 |
Assessment Task 2 Briefing Implement Marketing Strategy Prepare Requirements Report |
|
8 |
11/09 |
Evaluate Marketing Performance Clarify Client for Website Work on Assessment Task 2 |
|
9 |
18/09 |
Web Standards Web Content Accessibility Guidelines Usability Requirements |
Assessment Task 1 Due (SIRXOSM005) Prepare Digital Content for a website |
10 |
25/09 |
Work on Assessment Task |
|
11 |
02/10 |
SEO: Research Keyword Ranking Content Development in WordPress |
|
12 |
09/10 |
Content Development in WordPress |
Assessment Task 2 Due (BSBESB404) Marketing Strategy |
13 |
16/10 |
Content Refinement in WordPress
|
Assessment Task 3 Due (BSBESB404) Project Presentation and Role Play |
14 |
23/10 |
Testing the Website Mandatory: AT3 Part B will be conducted in class. |
Assessment Task 2 Due (SIRXOSM005) Develop a client Website |
15 |
30/10 |
Mandatory: AT3 Part B will be conducted in class. |
|
16 |
06/11 |
Resubmissions only |
|
17 |
13/11 |
Resubmissions only |
|
Learning Resources
Prescribed Texts
References
Other Resources
Overview of Assessment
Assessment for this course is ongoing throughout the semester. Your knowledge and understanding of course content is assessed through participation in class exercises, oral/written presentations and through the application of learned skills and insights. Full assessment briefs will be provided and can be found on CANVAS.
Assessment Tasks
A comprehensive assessment document with all requirements will be provided at the commencement of classes and uploaded to the Canvas shell. This section will just provide a high-level summary of the assessment tasks. This unit is delivered as a clustered unit with BSBESB40 Market new business ventures.
Assessment Task 1: Prepare Digital Content for a Website
This assessment task will develop the content and infrastructure for a basic trial website with three web pages, the prototype of a social media post and a complete report. You will use this assessment to learn how to use a Content Management System (CSM) or website builder. You will develop original content and apply knowledge of website development to publish a final website with three pages.
| AT1 PART A: Planning | Part A focuses on the initial stages of creating a website this includes: setting up a filing system, stating the website's purpose, researching and analysing content management systems, and engaging with a brand style guide and brand tone of voice documentation. |
| AT1 PART B: Development | Part B distinguishes the processes of developing a website and social media prototype. This assessment will involve selecting a suitable CMS, documenting a sitemap, following user experience (UX) protocols, implementing style guide documentation, completing search engine optimisation, developing and publishing a website with three pages and one blog post, proofreading and testing, and a prototype of a social media network. |
| AT1 PART C: Knowledge Questions | Part C provides you with an opportunity to demonstrate your knowledge of the unit by answering open-book knowledge questions. |
Assessment Task 2: Develop a Client Website
The purpose of this assessment is to allow you to build upon your assessment task two and demonstrate your skills and knowledge in developing, designing and testing websites. The website must be designed with consideration of the research you conduct, 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. The website should be produced using WordPress.com, Wix or Squarespace.
| AT2 PART A: Build Website | This assessment focuses on the practical aspect of designing and building the website. You will develop the content for the website with the documentation from assessment task one. In developing your website, you will also work on professionally presenting your written and visual content. This assessment requires the creation of five blog posts and at least four multimedia assets. You will also have to demonstrate your understanding of professional standards and legislation for your website. |
| AT2 PART B: Test Website | Part B will focus on testing the website in closed contention mode on two devices. This will provide you with the knowledge and skills to undertake a website audit focusing on quality and performance. You will need to summarise your findings (approximately 200-300 words) for future reference and evidence of continuous improvement. |
| AT2 PART C: Evaluate Website | This assessment will focus on the evaluation of the website, reflecting on the effectiveness and performance from the clients point of view. You will be required to write an evaluation of your main website content. Your evaluation should be approximately 200-300 words. |
Conditions for Assessment
This is an individual assessment. You must not copy the work of others. (For more information regarding Academic Integrity please refer to RMIT Academic Integrity Guidelines).
You will be assessed as satisfactory or not satisfactory.
You will have the opportunity to resubmit any part deemed unsatisfactory (one resubmit is allowed per unit).
You can seek clarification or guidance from the assessor about the instructions regarding this assessment task.
Contact your assessor at least one week prior to the assessment due date if you feel you require special allowance, allowable adjustment or extension of time to this task.
Assessment Matrix
A detailed assessment matrix can be found in the Canvas shell, and provided on request.
Other Information
Academic Integrity and Plagiarism
RMIT University has a strict policy on plagiarism and academic integrity. Please refer to the Academic Integrity and Plagiarism policy.
https://www.rmit.edu.au/students/my-course/assessment-results/academic-integrity
Attendance
Your course involves participating in face-to-face classes. It is strongly advised that you attend all sessions in order to engage in the required learning activities, ensuring the maximum opportunity to successfully complete this course.
Special consideration policy (Late submissions)
All assessment tasks are required to be completed to a satisfactory level. If you are unable to complete any piece of assessment by the due date, you will need to apply for an extension. All applications for Extension of Time are to be submitted to the Program Coordinator, Ms Suzanne Bevacqua - Email: suzanne.bevacqua@rmit.edu.au
Special Consideration
Special consideration is an assessment adjustment for unexpected circumstances that are outside your control, which: have a significant adverse impact on your performance in assessment or prevent you from attempting or submitting the assessment.
RMIT Sustainability Commitment
In adherence with RMIT’s commitment to sustainability, trainers will seek to incorporate environmental concerns in the facilitation of this course. These include, but are not limited to:
• Conserving natural resources
• Using recycled materials wherever possible
• Minimising pollution
• Applying energy savings measures
• Reducing waste
Students are encouraged to identify and follow environmental and resource efficient ways of working whilst studying this course.
Course Overview: Access Course Overview