Content Marketing (SBUEK_212)
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.
Prerequisites
Knowledge of communication, its theories, basics and methods of marketing is required.
Learning outcomes
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.
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.
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.
