Module: PUB6104-20 Content Marketing Strategy

Level: 6

Credit Value: 20

Module Tutor: Jason Bennett

Module Tutor Contact Details: j.bennett@bathspa.ac.uk

1. Brief description and aims of module:

A content marketing strategy is essential for any contemporary business or organisation, whether selling TV series, books, cars, cultural events such as TEDx talks, BBC Children’s Global Media conferences, or campaigning for change e.g. World Wide Fund for Nature, Oxfam. This is a major and growing area of employment which requires creativity, critical-thinking, a strategic and business-informed approach, and agility across digital production (as a maker and/or creating briefs). Being creative, authentic, user-focused and responsive is what 21st-century communication is all about – a far cry from the days of one-way broadcasted corporate messages. You need to engage with target audiences with content that attracts and retains their attention and cuts through the online noise.

This module will offer you a high-level, business-focused, creative and up-to-date professional learning experience that will prepare you for job applications and a successful career in this fast-moving area.

Mobile and social media, informed by business imperatives, audience research, and professional analytics, will provide a focus for students in developing an original idea, coherent strategy and campaign plan, and in achieving agility and fluency in working across media and platforms. You will be asked to consider ethical and cultural issues and sensitivities as you work on your project, and to always consider the business reason for any decisions taken, as well as develop a strategic plan for your project and create lively and engaging sample content.

A wide range of industry guests will deepen your insight into content marketing strategies and the industry but will also provide guidance on your industry projects and valuable careers advice. With Bristol and Bath having a high concentration of digital marketing agencies, brand agencies, content development businesses and publishers, this module will provide a focused route into graduate roles in digital marketing, brand development, publications, and promotions across a wide range of sectors.

2. Outline syllabus:

• The bigger picture: business strategy and strategic -thinking

• The detail: project management and scheduling

• Ideas, imagination, humour and stories – creating and briefing original and engaging content

• Understanding audience, brand identity and tone of voice

• Ethical, reputational and cultural considerations

• Analytics and how to use them

• Career planning and networking

3. Teaching and learning activities:

The module will be taught through lectures, workshops, tutor-guided independent work, and talks by visiting industry speakers. You will be supported in your project work by specialist Technical Demonstrators using industry standard software.

You will present your project work in a professional-standard digital portfolio with a short biog.

Assessment Item 1:

• Assessment Type: CW

• Description: Industry Case Study (1,000 words)

• % Weighting: 20%

Assessment Item 2:

• Assessment Type: CW

• Description: Personal Project (4,000 words equivalent)

• % Weighting: 80%