Strategic Content Creation (MECM90024)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
To learn more, visit 2023 Course and subject delivery.
About this subject
Contact information
Semester 1
Semester 2
Overview
| Availability | Semester 1 - Dual-Delivery Semester 2 - Dual-Delivery |
|---|---|
| Fees | Look up fees |
This subject will enable students to develop effective content strategy for various types of organizations, including skills in persuasive message building, creative narrative, and the different generic requirements involved in content production and publications for a range of media contexts and platforms. Case studies will be drawn from print, broadcast and online media, and exercises will cover different practices including drafting content strategy, producing social media content and making storyboard for video content, and developing strategic messages for various media platforms.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- understand the specific requirements for content strategy building for a range of media platforms and communication contexts;
- develop skills in analysing and evaluating successful marketing communication message strategies; and
- deploy practical production skills to address the simulation of real-world situations and demands.
Generic skills
Students who successfully complete this subject should be able to:
- demonstrate high-level content production, story-building and communication skills;
- develop an understanding and capacities of strategically applying skills in problem-solving situations; and
- better understand and appreciate the intimate relationship between analytical and practical skills.
Last updated: 31 January 2024
Eligibility and requirements
Prerequisites
Students must meet one of the following prerequisite options:
Option 1
Admission into the 200pt Program course entry point in the MC-MKTCOMM Master of Marketing Communications
AND
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| MKTG90004 | Marketing Management |
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
12.5 |
| MECM40006 | Public Relations and Communications |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
12.5 |
AND
One of
| Code | Name | Teaching period | Credit Points |
|---|---|---|---|
| MECM90036 | Foundations of Marketing & Communication |
Semester 1 (Dual-Delivery - Parkville)
Semester 2 (Dual-Delivery - Parkville)
|
25 |
MKTG90027 Foundations of Marketing and Communications
Option 2
Admission into the 150pt Program course entry point in the MC-MKTCOMM Master of Marketing Communications
OR
Head of Program approval is required for enrolment by Community Access Program (CAP), Inbound Exchange/Study Abroad or Incoming Cross-institutional students.
Corequisites
None
Non-allowed subjects
None
Recommended background knowledge
Previous study in Marketing, Communications, Media and Communications, Public Relations, Advertising, or other similar cognate area.
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: 31 January 2024
Assessment
| Description | Timing | Percentage |
|---|---|---|
Writing exercises demonstrating knowledge of genres and writing skills
| Week 5 | 20% |
Participation in seminar discussion and activities
| Throughout the teaching period | 10% |
Content script and production
| Week 9 | 20% |
An essay based on practical scenario, drawing on relevant skills and knowledge to address problem
| During the examination period | 50% |
| Hurdle requirement: Students are required to attend a minimum of 75% of classes in order to pass this subject and regular class participation is expected. | Throughout the teaching period | N/A |
Additional details
Submission of all assessment is required to pass this subject. Assessment submitted late without an approved extension will be penalised at 2% per working day. After five working days, assessment submitted without an approved extension will not be marked. There is no provision for late submission of in class tasks without permission.
Last updated: 31 January 2024
Dates & times
- Semester 1
Coordinator Eloise Faichney Mode of delivery Dual-Delivery (Parkville) Contact hours Total 24 hours: 1 x lecture + 1x tutorial Total time commitment 170 hours Teaching period 27 February 2023 to 28 May 2023 Last self-enrol date 10 March 2023 Census date 31 March 2023 Last date to withdraw without fail 5 May 2023 Assessment period ends 23 June 2023 Semester 1 contact information
- Semester 2
Coordinator Eloise Faichney Mode of delivery Dual-Delivery (Parkville) Contact hours Total 24 hours: 1x1-hour lecture and 1x1-hour tutorial, taught weekly Total time commitment 170 hours Teaching period 24 July 2023 to 22 October 2023 Last self-enrol date 4 August 2023 Census date 31 August 2023 Last date to withdraw without fail 22 September 2023 Assessment period ends 17 November 2023 Semester 2 contact information
Time commitment details
170 hours
What do these dates mean
Visit this webpage to find out about these key dates, including how they impact on:
- Your tuition fees, academic transcript and statements.
- And for Commonwealth Supported students, your:
- Student Learning Entitlement. This applies to all students enrolled in a Commonwealth Supported Place (CSP).
Subjects withdrawn after the census date (including up to the ‘last day to withdraw without fail’) count toward the Student Learning Entitlement.
Last updated: 31 January 2024
Further information
- Texts
Prescribed texts
Readings will be made available online through the subject LMS.
Adobe Creative Cloud can be used in this subject, it is recommended that you purchase a discounted licence via Student IT https://studentit.unimelb.edu.au/software#adobecc
- Links to additional information
- Available to Study Abroad and/or Study Exchange Students
Last updated: 31 January 2024