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Content Marketing (MKTG90046)
Graduate courseworkPoints: 12.5Not available in 2021
Please refer to the return to campus page for more information on these delivery modes and students who can enrol in each mode based on their location.
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
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG90041 | Customer Experience Design | July (Online) |
12.5 |
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
Description | Timing | Percentage |
---|---|---|
In class participation
| Throughout the teaching period | 10% |
Individual assignment
| Week 4 | 10% |
Group assignment (groups of 3-5)
| Week 10 | 30% |
End of semester exam
| During the examination period | 50% |
Last updated: 9 April 2024
Dates & times
Not available in 2021
Last updated: 9 April 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
- Related Handbook entries
This subject contributes to the following:
Type Name Course Master of Digital Marketing - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
Last updated: 9 April 2024