Artesis Plantijn Hogeschool Antwerpen
Business en Recht
Content marketing36483/3368/2425/1/79
Study guide

Content marketing

36483/3368/2425/1/79
Academic year 2024-25
Is found in:
  • Bachelor of Business Management, programme stage 3
    Specialisation:
    • Marketing
This is a single course unit.
Study load: 3 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Teaching staff: Van de Velde Lorens
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2024 ()
Re-sit exam: is possible.
Possibility of deliberation/tolerance: This course unit is eligible for deliberation/tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours

Prerequisites

being enrolled for at least 60 ects credits in programme part (year) 1 AND previously registered for Strategic Marketing.

Short description

In the course 'Content marketing' we explore how brands can build up a marketing strategy based on producing relevant and useful content for their target groups. What is content marketing, why is it relevant, and how can brands win more customers by selling 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 work on a project in which they learn step by step how content marketing works, or how it doesn't. Come along for the ride and become an Epic Content Marketer.

Learning outcomes (list)

OLR MAR 1.0 - The bachelor BM/MAR has insights in (digital) marketing strategies and tactics, market analysis, marketing communication and sales, in general corporate organisational processes as well as in their interconnection, and can consequently apply these insights in a broad, globalised and changing (inter)national context.
You justify the choices behind the positioning of brands.
You will write a recruiting text for specific communication channels.
You come up with a concept for storytelling.
You calculate the yield of communication channels and marketing campaigns.
You will create a content marketing campaign based on a fictional case.
You put together a content plan.
You will analyze communication channels to develop a content marketing strategy and relevant content plan for a specific target audience. 
You advise on which communication channels can be used when and for which marketing objectives.
You create a cohesive content story for a brand.
You implement edited images and videos within the content marketing strategy.
You will formulate advice to an organization regarding content marketing and social media.
OLR MAR 7.2 - The bachelor BM/MAR can communicate fluently and spontaneously, both in spoken and written English, using professionally appropriate vocabulary in a professional context.
You express yourself in most formal situations correctly and use appropriate business terminology.
You understand profession-specific longer texts.

Course content

One of the fastest growing professions in the marketing and communication profession is that of Content Marketer. Nowadays, every company wants to attract customers with a good story.

Content marketing is situated on the interface between marketing, media, PR and journalism. In content marketing, companies do not opt for hard sales language or promotions, but they share relevant information and stories in order to gradually build up an audience and make it loyal.

In content marketing, different skills come together: strategic insight into brands, conceptual thinking, content creation, journalism, marketing and sales insights, and account management. During this course, we learn, among other things:

  • What is content marketing, who can use it, and why is it so important?
  • How to analyse a content marketing strategy?
  • How to formulate and measure a solid content marketing strategy?
  • How to make a meaningful financial estimation for content marketing?
  • What are good and bad examples of content marketing?
  • Which trends and developments influence the content marketing of today and tomorrow?
  • ...

Study material (list)

Mandatory

Educational organisation (list)

Learning Activities
Collaborative learning12,00 hours
Lectures and / or tutorials12,00 hours
Work time outside of contact hours54,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Eerste examenperiodeProject assignment70,00Mondeling examen
Eerste examenperiodeProject assignment30,00Casus
Open boek
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodProject assignment30,00CasusOpen boek
2nd examination periodProject assignment70,00Mondeling examen