Study Guide

Objective

After completing the course, the student is able to

• explain the importance of a customer-oriented content strategy in the organization's operations
• illustrates the importance and role of key elements of marketing communication planning in content strategy design
• produce functional and efficient content solutions for the needs of the customer organization
• take into account the principles of sustainable development in their work

Content

The students learn to understand the significance of customer-oriented content strategy in the operations of companies and organizations. The key content is customer understanding, development and analysis of content and communications relevant to target groups, and customer engagement. The students learn to find functional and productive content solutions, taking into account the set goals, target groups and their purchase path, as well as channel choices.