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Content Marketing (MKTG90046)

Graduate courseworkPoints: 12.5Not available in 2021

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Overview

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This subject will introduce students to the building blocks of content marketing. It will discuss topics including translating the organisational mission and objectives to the strategic context of content, developing a content strategy framework, targeting messages based on buyer personas, and empathy mapping. It will also cover styles of content in various genres and channel planning. Content distribution through content management systems and scheduling software as well as optimization and community management will be covered with input from industry professionals along with governance issues and ethical concerns. The subject also includes how to measure content effectiveness from reach, engagement, as well lead generation and sales conversion linking with marketing & sales force automation systems. Students complete praxis orientated assessments based on best practice guidelines.

Intended learning outcomes

On completion of this subject, students should be able to:

  • Understand the importance and challenges of developing and engaging in effective content marketing using best practice guidelines
  • Understand and analyse how to apply appropriate marketing theory and frameworks in formulating a high-level content marketing strategy
  • Evaluate current practices in content management systems
  • Develop and evaluate effective techniques to measure content marketing strategy effectiveness and to understand how this links to marketing and sales force automation systems
  • Describe how digital marketing managers can make informed strategic choices to improve strategic outcomes

Generic skills

On successful completion of this degree students should have enhanced their skills in:

  • Critical evaluation of evidence in support of an argument or proposition
  • Problem solving in marketing through the application of appropriate marketing theories, principles and data
  • Communication of marketing and commerce related ideas, theories and solutions to peers and the wider community
  • Ability to synthesize ideas, theories and data in developing solutions to marketing problems
  • Ethical practice through a knowledge of corporate governance processes and implementation
  • Research skills including the retrieval of information from a variety of sources
  • Demonstrate a capacity to successfully engage in collaborative activities such as group-based work and activities
  • Interpret and communicate research results to specialist and non-specialist audiences

Last updated: 9 April 2024