Content Marketing (5 cr)

Evaluation scale

H-5

Content scheduling

The aim of this course is to provide students with holistic knowledge and key principles of content creation as well as content sharing in social media. After course completion students:
- know the essentials of content marketing
- know how to build a buyer persona and buyer’s journey
- know the elements of a good blog post and write one
- learn how to utilize social media in content sharing and promotion
- plan social media campaigns
- know how to evaluate the effectiveness of the campaign


The course environment opens week 6, and the kick-off session will be on Thu 16.02.2022 at 15-16:00. Please familiarize yourself with the course environment before the meeting so that you can present questions and get tips from the teachers of the course.

Objective

The student is able to
- Construct a content marketing strategy which connects organization with potential target segment
- Prepare a content strategy plan
- Use various social media channels in creating an authentic brand story
- Produce marketing campaign for social media
- Track and analyze the content

Content

- Introduction to social media
- Unique selling point of major social medias
- Developing persona potential target audience via inductive and shadow approach
- Effective use of social media in marketing communication
- Tools and metrics for website optimization

Materials

All materials will be available in Itslearning.

Teaching methods

Live online sessions
Online all group meetings via Zoom
Small team meeting via Teams or Zoom

Exam schedules

No exam.

Pedagogic approaches and sustainable development

Flipped, student-centric approach, learning by doing

Completion alternatives

None

Student workload

133 hrs

Evaluation methods and criteria

The ultimate goal is to create and share content to effectively reach your buyer persona(s).


Individual quiz 20%
Pair Assignment 1 (brief: March 17th ) 40 % Create buyer personas and their customer journeys, Create content, ie. two blog posts
Pair Assignment 2 (brief: Apr 13th) 30 % Share your content in social media?
100% attendance = 10%
50% attendance compulsory

49 – 59 % = 1
60 - 69% = 2
70-79 % = 3
80 – 90 % = 4
91 – 100 % = 5

Failed (0)

See assessment criteria above.

Assessment criteria, satisfactory (1-2)

See assessment criteria above.

Assessment criteria, good (3-4)

See assessment criteria above.

Assessment criteria, excellent (5)

See assessment criteria above.