Course aims:

• Developing content strategies and objectives to align with business goals
• Creating various forms of content – blogs, podcasts, infographics, and videos – to achieve predetermined content objectives
• Optimizing content for search engine optimization (SEO)
• Creating content that provides value to the target audience
• Managing the content development strategy by allocating the budget and resources to a team of content creators

Course Entry Requirements:

N/A

Course contents:

The Internet – Development and Evolution. Future Trends in the Use of Online Content Content Marketing – Content and Evolution Researching Online Consumer Behavior – Segmentation, Targeting, Positioning. The Concept of Buyer Personas  Blogging as an Online Marketing Tool Creation and Management of Video Content Podcasts and Other Audio Content as Online Marketing Tools Visual Content – Website, Web Design, Posts, Infographics Content for Events. E-books. User-Generated Content Content for Social Media Marketing. Sharing Written, Visual, Video, and Audio Content Strategic Planning of Marketing Activities on Social Media Foundation and Development of SEO Strategy – Optimization for Search Engine Indexing Email Marketing Strategy Content Marketing Analysis. Performance Indicators (KPIs) Used in Content Marketing Strategy Advertising on Social Media

Teaching methods:

Lectures / Discussions / Practical Training

Learning outcomes:

Development, implementation, control, and evaluation of marketing strategies in the online environment, marketing strategies, integrated marketing communication strategies, as well as the implementation, control, and evaluation of strategic marketing communication plans. Knowledge of basic concepts in marketing communication and in-depth understanding of communication techniques, advertising, sales promotion, and sales force activities aimed at achieving communication and marketing objectives established in marketing plans.

Learning outcomes verification and assessment criteria:

The extent to which students have understood and are able to apply the studied concepts The quality of activities such as assignments, papers, projects, etc. 60% + 40%

Recommended reading:

Bly R. W., The Content Marketing Handbook: How to Double the Results of Your Marketing Campaigns, USA: ENTREPRENEUR PRESS, NY, 2020, 300.
Meerman S. D., The New Rules of Marketing & PR: How to use Content Marketing, Podcasting, Social Media, Al, Live Video, and Newsjacking to Reach Buyers Directly, Wiley-VCH, New Jersey, 2020, 300.
Lieb R., Content Marketing : Think Like a Publisher - How to Use Content to Market Online and in Social Media, QUE, Indianapolis, 2012, 300.