Course Title: Conduct e-marketing communications
Part B: Course Detail
Teaching Period: Term2 2021
Course Code: MKTG7940C
Course Title: Conduct e-marketing communications
School: 650T Vocational Business Education
Campus: City Campus
Program: C6169 - Advanced Diploma of Business (Public Relations)
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
Ryan Gunasekera
Nominal Hours: 30
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 prepare electronic advertisements for use in internet, email or facsimile marketing communications, and to evaluate their effectiveness in achieving marketing objectives.
It applies to individuals working in promotional roles who are required to use electronic communications and existing business websites to effectively convey marketing communications and achieve marketing objectives in accordance with marketing or e-marketing plans.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBMKG412 Conduct e-marketing communications |
Element: |
1. Prepare electronic advertisements |
Performance Criteria: |
1.1 Choose media for electronic advertisements in accordance with the organisation’s marketing (or e-marketing) strategy 1.2 Select multiple marketing channels to optimise marketing effort 1.3 Ensure copy and design elements communicate desired image, features and benefits of products or services, and suit characteristics of chosen media 1.4 Position and size each element of advertisement to achieve balance and focus 1.5 Ensure typeface selections suit product, chosen media and central message of advertisement, and that layout achieves balance in its elements including white space and margins 1.6 Ensure any added sound, animation or graphics enhance content of advertisements and do not distract from message 1.7 Ensure advertisements meet requirements of marketing strategy as well as legal and ethical requirements |
Element: |
2. Use business website as e-marketing tool |
Performance Criteria: |
2.1 Identify website marketing objectives in organisation’s marketing (or e-marketing) strategy and plan 2.2 Ensure website design meets objectives and conveys required image of the business and features and benefits of its products or services 2.3 Ensure website content, site map, navigation buttons, frames and multiple pages are in accordance with marketing strategy and plan 2.4 Ensure website incorporates data recording, contacts and feedback mechanisms to allow evaluation of website as a marketing tool |
Element: |
3. Use e-marketing |
Performance Criteria: |
3.1 Identify required media vehicles and website hotlinks for electronic advertisements, and negotiate contracts for website development where necessary to meet requirements of the marketing strategy, budget and legal and ethical requirements 3.2 Promote marketing channels to identified target market segments 3.3 Place or disseminate electronic advertisements in accordance with marketing strategy, media contracts, and legal and ethical requirements |
Element: |
4. Monitor and evaluate results of e-marketing |
Performance Criteria: |
4.1 Monitor transmission of electronic advertisements or other e-marketing products and rectify any errors or omissions 4.2 Develop measures of effectiveness for e-marketing advertisements and monitor effectiveness 4.3 Evaluate effectiveness of e-marketing advertisements against measures of effectiveness and record outcomes in accordance with organisational requirements 4.4 Use outcomes of evaluation activities and other feedback from marketing channels to plan for improvements to e-marketing strategies and products |
Learning Outcomes
On successful completion of this course you will have developed and applied the skills and knowledge required to demonstrate competency in creating and evaluating e-marketing communications and advertisements.
This course is structured to provide students with the optimum learning experience in preparing electronic advertisements for use in Internet, email or marketing communications, and to evaluate their effectiveness in achieving marketing objectives.
Details of Learning Activities
This course is structures to provide you with the optimum learning experience. A range of learning activities are provided during the semester and are designed to enhance learning and understanding of the topics.
You will participate in a combination of group and individual learning activities. These activities will be provided through classroom work time and additional learning activities will be provided to you to complete outside of the scheduled class time.
A range of in class activities, case studies and independent research is included as the learning activities for this course. We expect you to participate and contribute in all scheduled learning activities.
The learning activities will also include group discussion, group problem solving activities and opportunities to practice your skills in a simulated workplace environment.
Teaching Schedule
|
Weekly Schedule MKTG7940C / MKTG8051 PR Communication and Media Skills Semester 2 2021 | |||
Week number |
Week beginning |
Topic |
Assessments |
O-Week |
5th July |
THIS IS A NON-ATTENDANCE WEEK - YOUR TEACHER WILL PROVIDE YOU WITH A RECORDED WEBINAR Introduction to Consumer Behaviour |
|
2 |
12th July |
Media Overview
|
|
3 |
19th July |
Controlled Media
|
|
4 |
26th July |
Interactive Media
Designing a website
|
|
5 |
2nd August |
Interactive Media cont.
Designing a website cont.
|
|
6 |
9th August |
Building a Media Matrix
|
Assessment 1 due |
7 |
16th August |
Assessment 2 Workshop |
|
8 |
23rd August |
Legislations, policies and risks
|
Assessment 2 due |
Mid Semester Break 30th August - 5th September | |||
9 |
6th September |
Assessment 3 Workshop |
|
10 |
13th September |
Metrics
|
|
11 |
20th September |
Creating an electronic advertisement
Audience and messaging
Applying emarketing through electronic advertising
|
Assessment 3 due |
12 |
27th September |
Creating an electronic advertisement cont.
Audience and messaging cont.
Applying emarketing through electronic advertising cont.
|
|
13 |
4th October |
Assessment 3 Workshop |
|
14 |
11th October |
Assessment 3 Workshop |
|
15 |
18th October |
Assessment 3 Workshop |
Assessment 4 due |
16 |
25th October |
Resubmissions |
|
17 |
1st November |
Grade Entry |
Learning Resources
Prescribed Texts
References
Other Resources
All resources will be available on Canvas
Overview of Assessment
Assessment Methods
A range of assessment methods will be used to assess practical skills and knowledge. The following assessment methods will be used specifically to assess competency in conducting communications:
- Project management
- Written reports supported by practical assignments or tasks for individual assessment
- Observation of workplace practice supported by personal interviews
- Knowledge tests
- Practical display with personal interview, presentations or documentation
- Case studies
- Real situations
- Interaction with others.
Performance Evidence
Evidence of the ability to:
- develop electronic advertisement for a product or service using electronic media to convey marketing communications consistent with an organisational marketing strategy and objectives
- monitor and evaluate results of electronic advertisements and marketing.
Knowledge Evidence
To complete the unit requirements safely and effectively, you must:
- identify key provisions of relevant legislation, codes of practice and national standards that affect marketing operations
- describe industry products and services knowledge
- explain intellectual property requirements
- identify organisational structure, roles and responsibilities
- outline principles of marketing and advertising
- describe software applications used in conducting electronic advertising and marketing.
Assessment Conditions
Assessment must be conducted in a safe environment where evidence gathered demonstrates consistent performance of typical activities experienced in the business development – marketing field of work and include access to:
- relevant legislation, regulations, standards and codes
- relevant workplace documentation and resources
- case studies and, where possible, real situations.
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. You will be provided with feedback throughout the course to check your progress.
Feedback
Feedback will be provided throughout the semester in class and/or with 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. 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
Assessment 1 Task - Knowledge Quiz
Date and time due : Week #6 normal class time
Purpose: This assessment task allows you to demonstrate your knowledge of the media in Australia and its role in public relation activities, including current legislation for media activities. You will also demonstrate knowledge on media plans and strategies, ethical principles and Intellectual Property considerations in PR.
Requirements:
- Questions are in two parts, Part A and Part B.
- You must satisfactorily answer all 12 questions in the spaces provided
- You should answer all questions using full sentences, and word counts when requested
- All work must be your own and you must clearly cite any references you use.
Assessment 2 Task - Marketing Needs Analysis
Date and time due: Week #8
Purpose: This task will include independent research that you conduct, as well as sourcing relevant information from the client – in either a face-to-face or online meeting (e.g. Skype) as well as written communication.
Requirements: This task is conducted in four parts:
- Part A: Media analysis of current and past marketing
- Part B: consultation with the client
- Part C: Creation of a media matrix
- Part D: Present to the client and obtain feedback
Assessment 3 Task - Advertisement Design
Date and time due: Week #11
Purpose: In this task you will create digital advertisements for the three media you planned the advertising strategy around in Task 2.
You may use any software recommended by your teacher for this task.
Requirements: According to the information obtained from the client in your last task, develop electronic advertisements for a product or service to convey the ideas identified for the client’s campaign. You must create three (3) variants or separate ads for the following:
- The business’ website
- The business’ social media
- EDM
Assessment 4 Task - Run and Monitor a Campaign
Date and time due: Week #15
Purpose: Following on from the previous two tasks, you will now be required to launch the campaign to the target market segments as indicated in the approved planning document (calendar and schedule) you completed for Task 2 in consultation with the client.
Requirements: Monitor the initial transmission of the campaign to identify it is working correctly and is without errors. E.g. Launch the test version of the email to check that it looks as you intend, is error-free and renders appropriately on different devices.
Monitor campaign activity and responses daily/weekly (select one) across the three media platforms.
At the end of the campaign you must produce a report from analytics of the three platforms to notify the client of the statistical outcomes of the campaign. From this information you will extrapolate key statistics and in order to make recommendations to the client for future PR.
Present the outcomes in a 1-2 page document and included graphs to support/aid interpretation of the information. Make a minimum of three (3) recommendations to the client, based on the results of the campaign.
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. Non submission without supporting evidence such as ELP or special consideration will mean a result of Did Not Submit (DNS)
- 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.
Re-submissions
Successful re-submissions will contribute a CA only (Competency Achieved) 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.
Final Grades table:
CA Competency Achieved
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