Course Title: Develop a digital marketing plan

Part A: Course Overview

Program: C5404 Diploma of Marketing and Communication

Course Title: Develop a digital marketing plan

Portfolio: Vocational Education

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.

Terms

Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)

MKTG6121C

City Campus

TAFE

525T Business & Enterprise

Face-to-Face

 Term1 2022,
Term2 2022,
Term1 2023,
Term2 2023,
Term1 2024

Course Contact: Nick Reynolds

Course Contact Phone: +61 3 9925 0791

Course Contact Email: nick.reynolds@rmit.edu.au



Course Description

This unit describes the performance outcomes, skills and knowledge required to research, plan, implement and evaluate digital marketing activities.


This unit applies to individuals working in a diverse range of sectors and business contexts. They operate independently, under limited supervision from others, and are responsible for making a range of operational decisions.

Pre-requisite Courses and Assumed Knowledge and Capabilities

None



National Competency Codes and Titles

National Element Code & Title:

SIRXMKT007 Develop a digital marketing plan

Elements:

1. Determine digital marketing requirements

2. Develop digital marketing plan

3. Monitor digital marketing activity

4. Review digital marketing activities

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to research, plan, implement and evaluate digital marketing activities. 


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:

  • determine the digital marketing requirements of one organisation and develop a digital marketing plan, to be executed over one sales or promotional period, detailing:
  • digital marketing channels
  • priorities
  • key activities
  • responsibilities
  • performance indicators
  • tracking
  • timelines
  • budgets
  • review digital marketing activity across one sales or promotional period to:
  • determine effectiveness of activities
  • make recommendations for improvements.


Knowledge Evidence

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

  • key legal and ethical requirements and considerations as relevant to digital marketing:
  • Australian Consumer Law
  • copyright
  • privacy
  • codes of practice
  • current digital marketing trends and technologies
  • customer behaviours and psychology as related to digital marketing
  • traditional and non-traditional digital marketing types and channels:
  • search engine optimisation
  • search engine marketing
  • online advertising
  • email
  • video
  • blogging
  • social media
  • affiliate marketing
  • impressions
  • remarketing
  • the above list of marketing types and channels and their:
  • benefits
  • limitations
  • application and use
  • internal and external operating factors impacting digital marketing
  • techniques for market segmentation and its application to digital marketing
  • techniques and tools for achieving the following through digital marketing activities:
  • increased customer traffic
  • increased engagement:
  • existing customers
  • new customers
  • disengaged customers
  • sales generation
  • consistency in content
  • consistency with marketing strategy
  • digital marketing planning techniques and formats, and key features of a digital marketing plan
  • performance indicators for measuring impact of digital marketing activities
  • tools and methods for tracking digital marketing activity.


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.