1. develop an awareness and understanding of the role of content development and curation in shaping strategic and tactical marketing decisions
Analysis
Application
Knowledge and Understanding

2.demonstrate and critically apply content development and strategy to a range of complex marketing situations
Application
Communication
Knowledge and Understanding
Problem Solving

3.develop skills in implementing content marketing strategic programmes based on understanding the critical success factors underpinning their application and use
Knowledge and Understanding
Learning
Problem Solving

Coursework - 3000 word assignment weighted at 100%.

By individual assignment 3000 words critically demonstrating the development of a content marketing strategy and plan across different publishing platforms. (Learning Outcomes 1,2, & 3)

Understanding your business objectives for content marketing. Audience research. Identifying key user journeys and touch points, to shape content for target segments. This will include understanding the analytics behind the content curation website using Google Analytics, Google Tag Manager and Google Data Studio.
Brand storytelling the role of branding and the concept of storytelling to improve customer engagement. Branded content vs. traditional advertising approach

The Content Grid framework and other approaches. The 5 Ss of content marketing (Searchable, Shareable, Sustainable, Specialist, Supportive). Planning for content creation, scheduling and management
The impact of social media on marketing and PR. Key channels: Facebook, Twitter, blogs, YouTube and others. Principles for increasing engagement and driving results on social media. Building profiles to increase followers, friends and contacts
Building a realistic, sustainable and effective content marketing strategy.

Developing the customer journey and sales via Growth Hacking and Conversion Rate Optimization of the website.

Students will develop their understanding through a mixture of methods.
Scheduled Learning and Teaching Activities:
Contact hours:
Full time and part-time (on campus) - 39 hours of scheduled sessions
Guided Independent Study:
Online materials, data sets and useful articles made available through BB including discussion forum
Videos/recorded material will also be made available.
Continuous engagement with weekly tasks and activities (e.g., consolidating video lectures, reading and engaging with resources/links, inquiry-based learning, discussion boards, formative assessments).

Didner, P. 2015, Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works. McGraw Hill, ISBN 07- 184097 -9

Morgan, A and Bass J. 2014, Decoding the New Consumer Mind: How and Why We Shop and Buy, ISBN 978-1-118-85931

Clay, B and Newlands, M. 2014, Content Marketing Strategies for Professionals, McGraw Hill, ISBN 0-149430280

Libraries for textbooks and journals
Google Analytics and other analytics tools eg Google Tag Manager
Business library
Internet access
E mail
PC with Office Software and appropriate statistical software
Blackboard module website
Companion web sites