Veidlapa Nr. M-3 (8)
Study Course Description
Content Marketing
Course Code
SBUEK_212
Branch of Science
-
ECTS
3.00
Target Audience
Business Management; Communication Science; Management Science; Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Diāna Vērzemniece
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
The aim of the study course is to provide students with an understanding of the essence of the concept of content marketing, analyzing it as part of the company's communication program in a competitive business environment. Explore content marketing techniques by analyzing practical examples from business practices. The course covers academically and practically the skills needed by professionals to create content marketing programs and campaigns.
Preliminary Knowledge
Knowledge of communication, its theories, basics and methods of marketing is required.
Learning Outcomes
Knowledge
1.1. Is able to describe the concept of content marketing, its essence and significance in the company's communication program. 2. Is able to identify and evaluate the values and practices that make up a content marketing campaign.
Skills
1.1. Able to analyze content marketing campaigns, taking into account the latest trends in the marketing industry. 2. Is able to analyze the differences and peculiarities of content marketing campaigns between other marketing practices.
Competences
1.1. Is able to organize the development of content marketing campaigns by creating a campaign plan. 2. Is able to create work assignments for content marketing program or campaign developers: agencies, partners, communication department, etc. 3. Is able to determine the return on content marketing activities.
Assessment
Individual work
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Individual work |
-
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-
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Completion of mandatory and additional literature studies, regular tests (summaries, seminar papers), preparation for classes, practical seminars, final examination, etc. types of work, according to the description and content of the study course.
In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.
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Examination
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Examination |
-
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-
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Students must submit a summary of the lectures (20% of the final grade), seminar papers will be developed during practical classes (20% of the final grade), and group work related to the relevance of content marketing must be developed (20% of the final grade). Exam: 40%. Cumulative grade and exam.
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Concept of content marketing, basic elements. The historical development of content marketing. Differentiation of content marketing from other marketing methods.
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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The importance of content marketing in a company's communication program. Marketing cycle (marketing funnel) as a basis for content marketing. Differences between content marketing as an independent part of a company's communication program and campaigns.
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Branding is the cornerstone of content marketing. Theory and examples of how content marketing leverages and reinforces brand guidelines.
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Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Analysis of content marketing campaigns - successful examples of international companies. Discussion with students identifying the use of brand guidelines and the marketing cycle in campaigns.
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Creating content marketing campaigns. Identification of communication goals, insight and target audience. Preparation of the work assignment for the agency, partners or communication department.
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Structure of content marketing campaigns – creative content as the basis of the campaign. What content units make up content marketing campaigns? How to decide on the use of content units in different communication channels?
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Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Student homework presentation - presentation of analysis of award-winning content marketing campaigns. Examples of Adwards contest integrated campaign winners.
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Evaluating content marketing results – theory and practice examples of how to determine content marketing returns.
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Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Practical lesson – development of a content marketing campaign. Choosing a company for campaign development, defining the communication goal, the problem to be solved and the insight of the campaign.
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Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Presentation of students' independent works - presentation of content marketing campaign plan. Discussion of the relevance of campaigns to theory and examples of practice.
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Total ECTS (Creditpoints):
3.00
Contact hours:
20 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Valuable Content Marketing: How to Make Quality Content the Key to Your Business Success. Sharon Tanton and Sonja Jefferson. 2013.
2.
Brand Identity Breakthrough: How to Craft Your Company’s Unique Story to Make Your Products Irresistible. Gregory V. Diehl. 2016.
3.
Marketing Rebellion: The Most Human Company Wins. Mark Schaefer. 2019.
4.
Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less. Joe Pulizzi. 2013.
5.
Content Inc., 2nd Edition: Start a Content-First Business, Build a Massive Audience and Become Radically Successful (With Little to No Money). Joe Pulizzi. 2021.