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The course aims to develop an understanding of content marketing for web, mobile, social media, as well as, on occasion, offline media. It aims to develop understanding of the role of content marketing in attracting, acquiring, and engaging customers and influencers to drive profitable customer interaction though the creation and distribution of relevant, valuable content to clearly defined and understood target audiences. It aims to give students valuable practical experience of creating visual and written content and of monitoring engagement and ROI with different types of content through the use of online metrics.

On successful completion of this course a student will be able to:

1 Outline and discuss the key components of a content marketing plan and define audiences and objectives.

2 Understand the role of content in driving traffic to other media and channels and subsequently in developing engagement.

3 Demonstrate familiarity with content management tools for two or more platforms and use examples of metrics that help optimise the effectiveness of content marketing.

Web 2.0 – from selling to educating, engagement and involvement. Researching the audience. Needs and wants in the customer journey. Customer personas and journeys Identifying key messages and creating ‘stories’ Tools for managing and measuring Measuring success: analytics and KPIs The basics of search engine optimisation Community building and engagement; friends, likes, followers Managing actionable plans.

A series of lectures and discussions introduce students to the key concepts of content marketing. A brief will be given to develop a content marketing plan whilst workshops support students with hands-on experience of some of the tools to manage content on a website or blog and on a social media platform such as Twitter, Instagram, buzzfeed or Pinterest (or other emerging platforms) and to monitor and evaluate online activity and engagement. Students will plan, schedule and develop digital content for an organisation or campaign.

Method of SUMMATIVE assessment: Report
Outcomes assessed:1-3
Grading Mode (e.g. pass/ fail; %): %
Weighting % : 100%
Passmark: 40%
Word Length: 3,000
Outline Details: Students are required to generate pieces of content for a blog/social media channel, this should be included in their report with a full promotional plan and a reflection part.

Nature of FORMATIVE assessment supporting student learning:
Group presentations evaluating chosen pieces of social media related content including an analysis of target market, message, media, reach, interactions, etc.