Understanding your business objectives for content marketing. Audience research. Identifying key user journeys and touch points, to shape content for target segments

Brand storytelling – the role of branding and the concept of storytelling. 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.

By individual assignment 3500 words critically demonstrating the development of a content marketing strategy and plan across different publishing platforms. (Learning Outcomes 1,2, & 3)

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

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

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

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

1. DEVELOP AN AWARENESS AND UNDERSTANDING OF THE ROLE OF CONTENT DEVELOMENT 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 Application
Knowledge and Understanding
Learning
Problem Solving

The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.