Course Title: Develop strategies to monetise digital engagement
Part B: Course Detail
Teaching Period: Term1 2019
Course Code: MKTG7982C
Course Title: Develop strategies to monetise digital engagement
School: 650T Vocational Business Education
Campus: City Campus
Program: C5366 - Diploma of Marketing and Communication
Course Contact: Julia Makin
Course Contact Phone: +61 3 9925 5175
Course Contact Email: julia.makin@rmit.edu.au
Name and Contact Details of All Other Relevant Staff
Elaine Holstein
elaine.holstein@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 skills and knowledge required to monetise digital engagement through focus on customer engagement, content relevance and real-time payment systems.
It applies to individuals working in a variety of marketing communications occupational roles who have responsibility for working with clients on improving income streams from their digital strategies.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG526 Develop strategies to monetise digital engagement |
Element: |
1. Analyse the digital channel to be monetised |
Performance Criteria: |
1.1 Evaluate the opportunities for paid, owned or earned customer engagement 1.2 Audit prior experience with channel monetary transactions 1.3 Identify barriers to streamlined transactions 1.4 Prepare key observable and measurable criterion for successful channel monetisation 1.5 Recognise and incorporate financial service requirements within current legislation, regulation and organisational policy |
Element: |
2. Create design interventions |
Performance Criteria: |
2.1 Prepare reliable digital processes that develop customer trust 2.2 Define the features and applications required to enable transactions 2.3 Specify authentication and security requirements to secure transactions 2.4 Model the digital customer engagement to select points-of-sale and closure |
Element: |
3. Select and implement tools and technologies |
Performance Criteria: |
3.1 Negotiate with financial institutions to establish effective processing parameters 3.2 Evaluate and select payment processing tools and technologies 3.3 Determine reliable systems for the collection and analysis of transaction data 3.4 Ensure tools, technologies and applications are tested and activated within identified performance parameters |
Element: |
4. Monitor and evaluate performance |
Performance Criteria: |
4.1 Regularly review performance with a financial analytics service 4.2 Track transaction metrics using suitable technologies 4.3 Monitor and identify gaps in performance against requirements and adjust as necessary 4.4 Evaluate and report on monetisation effectiveness |
Learning Outcomes
Individuals will learn to work in a variety of marketing communications occupational roles and have responsibility for working with clients on improving income streams from their digital strategies.
Details of Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries plus classroom work time. Additional learning activities will also be provided to students to complete outside of timetabled time.
Teaching Schedule
This course is clustered (co-delivered and co-assessed) with develop Strategies to Plan Social media Engagement BSBMKG527
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Weekly Schedule BSBMKG526 Develop strategies to monetise digital engagement clustered with BSBMKG527 Plan social media engagement Semester 1 2019 |
|
Week number |
Week beginning |
Topic |
Assessments |
1 |
11th Feb |
Introduction to the course, assessments and student resources some important concepts |
|
2 |
18th Feb |
Know your customer – introduction to touch points, mapping and personas |
|
3 |
25th Feb |
Introduction to the elements of a good digital strategy |
|
4 |
4th March |
Images and Instagram |
|
5 |
11th March Monday Labour Day public holiday |
Engaging content an facebook |
|
6 |
18th March |
In class review 1 – 5 key points assessment |
Assessment 1 |
7 |
25th March |
Pinterest, Snapchat, Twitter, Linkedin and hashtags |
|
8 |
1st April |
Youtube, GTV, Facebook Live, Stakeholder and project Plan |
|
9 |
8th April |
Planning & Scheduling Content, Distribution, Layout for Assessment 2 |
|
10 |
15th April |
Assessment 2 consolidation |
Assessment 2 due |
|
|
Mid semester break 19th – 26th April including Easter and Anzac Day |
|
11 |
29th April |
Testing, learning, Automation and essential analytics across all channels |
|
12 |
6th May |
Client Presentations for assessment 2 |
|
13 |
13th May |
Models for monetisation looking at different models and different companies, payment enablement, measuring and reviewing your performance cont. |
|
14 |
20th May |
Review and prep for test 2 |
|
15 |
27th May |
Monetisation test 2 |
Assessment 3 |
16 |
3rd June |
Student test review |
|
17 |
10th June |
Resubmits if required |
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Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available in Canvas.
Overview of Assessment
To be deemed competent in this course students must provide:
Performance Evidence
Evidence of the ability to:
- analyse a digital engagement channel and identify the opportunities to monitise transaction
- prepare success criteria for monetised transactions
- prepare a model of customer engagement showing preferred points-of-sale and closure
- describe how digital authentication and security works to develop customer trust
- negotiate service agreements
- identify trends and performance information from transaction data.
Knowledge Evidence
To complete the unit requirements safely and effectively, the individual must:
- explain the differences between paid, owned and earned customer engagement
- compare the engagement features of common digital financial transaction systems
- list current payment processing tools and technologies used in digital transactions
- identify the relevant aspects of financial services legislation that impact on digital financial transactions.
Assessment Tasks
Assessment Task 1-In class activity Quiz 1
Assessment task 1 is an individual in class quiz to be conducted during class time in Week 6. It is designed to explore your understanding of the key concepts taught in weeks 1 -5 and provides a solid base of understanding for assessment 2.
Due date: Week 6 (handed in at the end of class time)
Assessment 2 - Social Media Content Strategy
This task will be completed in pairs and involves the selection of a digital vehicle, i.e. Blog, speciality website, You tube channel, game, app etc. for which you will develop customer personas, touch point maps, engaging content and then plan and schedule that content for maximum engagement across all selected target groups
A formal business report addressing the issues identified that has been well formatted and presented to a high standard
- The marking guide provides a suggested structure and content for the report.
- Report to include – heading page with student name, table of contents, referencing in accordance with the RMIT referencing guidelines
- This will need to be presented in word or PDF with no less than 10 point type.
Formal report
Uploaded onto Canvas as either a word document or PDF.
Due: Week 10
Assessment Task 3 -In class activity Quiz 2
Assessment task 3 is an individual in class quiz to be conducted during class time in Week 15. It is designed to explore your understanding of the key concepts of monetisation and payment platforms relevant to their chosen digital vehicle. This assessment also includes a presentation of the recommendations contained in assessment 2 including those for monetisation.
Due: Week 15 (handed in at the end of class time)
You must successfully complete all tasks to achieve competency in this unit.
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. Grading & re-submissions Successful re-submissions will contribute a CAG only (Competency Achieved Grading) 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. Marking Guide (Grading) After achieving competency we then grade your performance in the unit and you will achieve one of the following grades: Final Grades table: CHD Competent with High Distinction CDI Competent with Distinction CC Competent with Credit CAG Competency Achieved – Graded 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