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

Prerequisites

There are no prerequisites for this course.

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...

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