Content Marketing

Synopsis

Content marketing is a critical cornerstone of an effective digital marketing campaign. As such, the objective of MKT556 Content Marketing is to provide the student with knowledge of content marketing strategies. In this course, students will learn the key components of content marketing strategies and how to develop strategic plans for curating and publishing content as part of the digital marketing campaign. Specifically, students will engage in audience analysis, content development and curation, scheduling, and publishing as part of the content marketing strategy. The course will be conducted as a hands-on seminar style format and students are expected to have access to laptops as we will be utilizing some online content marketing tools. At the end of this course, students will learn how to strategically use content as part of a digital marketing campaign to engage and interact with a company’s customers and other stakeholders.

Level: 5
Credit Units: 2.5
Presentation Pattern: EVERY JAN

Topics

Components of Content Marketing
Developing Content Marketing Strategy
Matching Personas to Hero Journey: Case Studies
Implementing Content Marketing Plan
Managing the Content Marketing Process
Applying Content Marketing on Online System

Learning Outcome

Evaluate the benefits of content management and content marketing for digital marketing
Assess how content marketing enables companies to engage prospects and customers
Propose how to curate and develop effective content for customer engagement
Construct content marketing goals that are aligned to digital marketing campaigns
Create a viable content distribution plan
Evaluate different types of content marketing strategies
Set up content marketing plans in existing content management suites and online tools
Demonstrate proficiency in communication.
Display proficiency in group work.

Part-time Programmes / CET Courses

Singapore University of Social Sciences

Content Marketing