DEVELOPMENT OF A WEBSITE using an appropriate content platform and assignment of 2500 words demonstrating use of core CM principles to develop, promote the site and appropriate metrics to measure site performance. Covering LO 1, 2 and 3.

Understanding your business objectives for content marketing. Audience research. Identifying key user journeys and touch points, to shape content for target segments
Content audits, competitor and customer analysis, Identifying and strategizing influencers.
Content strategy, content types, formats, creation and distribution across platforms
Audience definition and personas. Developing content, style guides, writing for content, SEO and editorial guides
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
Content evaluation and metrics

This requires student commit to 150 learning hours. Of this 36 hours will be class contact and 114 of independent self-directed study.
12 hours formal lectures/seminars
24 hours tutorial/seminar activity

Lectures will provide the conceptual framework and will direct independent and self-directed study as well as contextualising principle within an application framework. Tutorial/seminar activities will centre around case studies, computer laboratory exercises or seminars and will develop awareness, analysis and understanding of application of theory to practice

Business library
Internet access
E mail
PC with Office Software and appropriate statistical software
Blackboard module website
Companion web sites.

Access to marketing analytics sites for student use including EpicBeat Epictions, Buzzsumo and Quicksprout
Access to content creation platforms including, WordPress, Postac io, Cronycle and Scoopi it and equivalent

Global Content Marketing: How to Create Great Content, Reach More Customers, and Build a Worldwide Marketing Strategy that Works. 2015, Didner P, McGraw Hill
Decoding the New Consumer Mind: How and Why We Shop and Buy, 2014, Morgan A, Josey Bass
Content Marketing Strategies for Professionals, 2014 Clay, B Newlands, M, McGraw Hill

Also use of web sites that create and publish applied content marketing professional material, including https://www.hubspot.com/ , http://contentmarketinginstitute.com/ , http://www.curata.com/blog/ , https://moz.com/ https://www.quicksprout.com/

1. DEVELOP AN AWARENESS AND UNDERSTANDING OF THE ROLE OF CONTENT DEVELOMENT IN SHAPING STRATEGIC AND TACTICAL MARKETING DECISIONS
[Analysis; Application; Knowledge and Understanding]

2. DEMONSTRATE AND APPLY CONTENT DEVELOPMENT TO A RANGE OF COMPLEX MARKETING SITUATIONS
[Application; Communication; Knowledge and Understanding; Problem Solving]

3. DEVELOP SKILLS IN IMPLEMENTING CONTENT MARKETING PROGRAMMES BASED ON UNDERSTANDING THE CRITICAL SUCCESS FACTORS UNDERPINNING THEIR APPLICATION AND USE
[Application; Knowledge and Understanding; Learning; Problem Solving]