1. Demonstrate a basic understanding of the fundamental principles of content creation for marketing purposes

2. Demonstrate persistence, tact and awareness in obtaining information about a variety of content platforms and channels

3. Evaluate and analyse content for marketing purposes from a practical and theoretical perspective

4. Communicate findings accurately, concisely and logically

20% Content Marketing Poster [LO 1, 2, 3, 4]

80% 1,000 word Case study: Practical and Theoretical Research [LO 1, 2, 3, 4]

An introduction to the fast-paced world of content marketing, drawing upon case studies leading global brands and giving you the chance to work on drafting content for a live industry brief. On completion of the module you will be able to blend the theoretical debates in digital culture with contemporary content marketing cases studies to showcase your learning. You will also be able to understand how to design, create and edit content for a variety of content marketing purposes.



During this module you learn about content marketing as a discipline and gain the practical skills to enable you to use a number of platforms to create content for marketing purposes (from social media channels – Snapchat, Facebook, Twitter, Twitch, Instagram to mobile apps – Instagram video, Boomerang, Hyperlapse, 8MM etc). You will also learn how to create and edit content on Photoshop and Premiere Pro for content marketing purposes and will learn the basics of marketing insight and data, developing an understanding of how this informs content design, creation and dissemination.



The module will include an introduction to:



Content marketing – what it is and how it works

Designing content for different brands / audiences / purposes – from entertainment to sport, music, FMCG and charities

Digital culture as a theoretical concept – what can the latest research tell us about contemporary society and the way we consume branded content

Content marketing for social media – examining top brands and award-winning campaigns

Insight and data – learning how to identify your target audience from data

Social media analytics – what is it and how does it inform content marketing?

The practical skills needed for content creation – using mobile phone apps, DSLR cameras and other devices to create content for a variety of marketing platforms

Learning Strategies can include:



Contact/Scheduled learning and Teaching Activities:¿¿
One-to-one tutorials¿¿
Risk Assessment, health and safety, ethics input¿¿
Academic workshops/presentations¿¿
Small group sessions (seminars, tutorials, debates)¿¿
¿
NB: This module will be accompanied by a comprehensive handbook and VLE support.¿¿
You will be expected to take advantage of the extensive library facilities and on-line tutorials via Lynda.com and¿BoB.¿¿
¿
Guided Independent Study Activities:¿¿
Independent practice¿¿
Research¿¿
Group meetings¿¿
Personal development planning¿¿
Teamwork¿¿
Networking events¿¿
Blackboard VLE, Lynda.com and¿BoB¿access¿¿
Independent Study in support of your project work.¿

The most recent additions of the following texts, which will be available through online study links. The following are the most recent editions:





Berger, Jonah, Contagious: How to Build Work of Mouth in The Digital Age

Chartered Institute of Public Relations: Share This Too: More Social Media Solutions for PR Professionals

Theaker, Alison, The Public Relations Handbook

Tench, Ralph and Yeomans, Liz, Exploring Public Relations

Marketing Week

PR Week

Campaign

The Drum

The Webby Awards

Mashable Shorty Awards

University library: 24/7 access for books, journals

Blackboard: 24/7 access online for course information

The Media Centre: Editing suites and studies and free loans of equipment including audio kit, video and stills cameras

Software Resources: Adobe Photoshop, Premiere Pro