Module: PUB6102-20 Digital Content Strategy

Credit Value: 20

Module Tutor: Jason Bennett

Module Tutor Contact Details: j.bennett2@bathspa.ac.uk

1. Brief description and aims of module:

A digital content 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). 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.

This module will bring together expertise within BSU with regional and national industry experts to offer you a high-level, business-focused, creative and up-to-date professional learning experience to prepare them for job applications and a successful career in this fast-moving area.

You will work on a live industry brief from our industry partners to explore a strategic approach to digital communications, creative content development (multimedia; multiplatform; live, virtual, physical), audience and community engagement, and an understanding of brand values. Digital content strategies are developed to promote products, services, live events, and issues-based campaigns, providing many fascinating and informative case studies from which to learn both good (and bad) practice to inform your own work.

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. You will be asked to develop a strategic plan for your project and to also create lively and engaging sample content.

Careers and networking:

• Industry partners involved in the delivery of the module (e.g. setting live briefs, attending presentations and networking events). Bristol and Bath have a high concentration of digital marketing agencies, brand agencies, content development businesses.

• 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, our highly-accessible iPad-based digital visualisation toolkit, and a curated series of relevant LinkedIn Learning demos. Hootsuite.

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 (equivalent of 4,000 words)

• % Weighting: 80