Artesis Plantijn Hogeschool Antwerpen
Management en Communicatie
campus Meistraat
Meistraat 5 - 2000 Antwerpen
T +32 3 220 55 20 - F +32 3 220 55 59
mc@ap.be
ICBM: Content Marketing28575/1672/1920/1/26
Study guide

ICBM: Content Marketing

28575/1672/1920/1/26
Academic year 2019-20
Is found in:
  • International programmes Management and Communication, programme stage 2
This is a single course unit.
Study load: 3 credits
Teaching staff: Picard Frederik
Languages: English
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2019 ()
Re-sit exam: is possible.
Compensated fail: This course unit is eligible for compensation according to the compensated fail criteria as determined by the degree programme you are enrolled in.
Total study time: 75,00 hours

Short description

In the course 'Content marketing' we explore how companies can build up a marketing strategy based on producing relevant and useful content for their target groups. How can companies gain profit by promoting less? Students learn how to work out a good content marketing strategy, how to plan it and how to measure their actions. During the semester they have to work on a group project during which they learn how content marketing works, or not...

Prerequisites

There are no prerequisites for this course.

Educational organisation (text)

In the course 'Content marketing' we explore how companies can build up a marketing strategy based on producing relevant and useful content for their target groups. How can companies gain profit by promoting less? Students learn how to work out a good content marketing strategy, how to plan it and how to measure their actions. During the semester they have to work on a group project where they learn how content marketing works, or not...

Learning outcomes (list)

The student develops a marketing strategy around relevant content
The student defines 'relevant content' for a specific target group
The student plans the execution of the marketing strategy
The student measures the returns of the marketing actions
The student executes a team project

Course content

In the course 'Content marketing' we explore how companies can build up a marketing strategy based on producing relevant and useful content for their target groups. How can companies gain profit by promoting less? Students learn how to work out a good content marketing strategy, how to plan it and how to measure their actions. During the semester they have to work on a group project where they learn how content marketing works, or not...

Study material (text): Mandatory

We use the book 'Epic Content Marketing' by Joe Pulizzi & powerpoint slides.

Educational organisation (list)

Learning Activities
Lectures and / or tutorials24,00 hours
Work time outside of contact hours51,00 hours

Evaluation (text)

75 % written examination
25% assessment of project work