Strategic Content Management

Synopsis

Content marketing has become a widely practised new normal for businesses in the past decade. However, content marketing is beyond attracting customers with quality content at each stage of the customer journey. Content marketing has evolved as a systematic management process. This course MKT373 Strategic Content Management offers deep insights into content marketing aspects such as core content strategy, content substance, content structure, content workflow, content governance, and other relevant aspects. In this course, students will gain competence in content management for commercial as well as and personal brands. Students will also gain hands-on skills in crafting original and curated content in various contexts and platforms in the local and international markets.

Level: 3
Credit Units: 5
Presentation Pattern: Every July

Topics

The history and evolution of content marketing
Audience analysis and Consumer-content fit
Content strategy and content vision
Managing content types and channels
Design effective content for businesses
Design impactful content for influencers
Content structure and modelling
Content metrics and analytics
Content audit and governance
Localising content
Content tools and technologies
Get prepared for a content strategist career

Learning Outcome

Compose content strategy based on the understanding of consumer-content fit.
Design content substance for companies and influencers.
Implement content modelling, audit, and governance.
Operate content analytics and content technologies.
Appraise various content topics.
Prepare multimedia content for different business contexts.

Full-time Programmes Part-time Programmes / CET Courses

Singapore University of Social Sciences

Strategic Content Management