Artesis Plantijn Hogeschool Antwerpen
Media, Design en IT
JAP: Content Marketing31142/3630/2627/1/61
Study guide

JAP: Content Marketing

31142/3630/2627/1/61
Academic year 2026-27
Is found in:
  • International programmes Media, Design and IT
This is a single course unit.
Study load: 4 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Van Gils Chris
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.

Caution

IPMDI/JAP/004

Prerequisites

There are no prerequisites for this course.

Short description

In the new media context no longer only the official or professional media groups produce content: good stories, clever files, catchy background stories, gripping interviews…
More and more companies, brands and authorities use editorial content as a communication tool in order to inspire, inform and entertain their customers. And moreover: companies, brands and authorities will be obliged to communicate about their sustainability efforts.
Brands create their own compelling content stories and sustainability narrative and as such become important players in the media field themselves.
In the course of Content Marketing you’ll get to know and learn to practise this new media discipline yourself.

Learning outcomes (list)

builds a strong narrative that tells the story credibly, well-founded, transparent and authentic of the sustainability efforts of an organization or brand, without falling into greenwashing or greenhushing
creates content that is sustainable, both in the message and in the production methods
develops strategies in which marketing and communication contribute to the long-term well-being of both people and planet
independently creates content in line with the content marketing for different channels
draws up an editorial content plan in English
makes strategic and editorial choices to achieve the desired objectives and target groups
discusses the most important sources, thought leaders, experts and organisations within the content marketing industry
optimizes content strategies to create more engagement with current and future customers
develops creative or innovative solutions to communication problems within a content marketing approach
develops a distribution plan within a content marketing strategy

Course content

In the new media context no longer only the official or professional media groups produce content: good stories, clever files, catchy background stories, gripping interviews…
More and more companies, brands and authorities use editorial content as a communication tool in order to inspire, inform and entertain their customers. And moreover: companies, brands and authorities will be obliged to communicate about their sustainability efforts.
Brands create their own compelling content stories and sustainability narrative and as such become important players in the media field themselves.
In the course of Content Marketing you’ll get to know and learn to practise this new media discipline yourself.

Evaluation (text)

100% product and process evaluation (group presentations etc.)

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
1st examination periodKnowledge and comprehension test once during class weeks80,00
1st examination periodSkills assessment during the examination series20,00
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge and comprehension test once during class weeks80,00
2nd examination periodSkills assessment during the examination series20,00