Course Title

Content Marketing

Course Number

10878213

Instructor Name

فراس النصر

Contact Information

[email protected]

Semester(s) and academic year(s)

Second Semester 2025
First Semester 2024

Compulsory / Elective

Compulsory

This course will teach students the skills to be content marketers. What is content marketing? Photos, words, audio, and video—anything and everything you create to help tell the story of and promote your product or company, often online. This course will walk students through the what, why and how of content marketing and how to begin to define a marketing strategy.

This course aims to equip students with the essential skills and knowledge required to excel in content marketing. By exploring the creation, distribution, and management of digital content, students will learn how to craft effective content marketing strategies that align with business objectives. The course will cover key aspects such as content ideation, storytelling, user-generated content, influencer marketing, and the role of artificial intelligence in content creation. Students will also gain hands-on experience in planning and executing content marketing campaigns while critically analyzing ethical considerations and the impact of branded content.

Upon completion of this course, students will be able to:

• To understand the role that value plays in content marketing.
• To acknowledge the benefits of content marketing, alongside the main challenges that content creators face in modern marketing practice.
• To outline the content marketing strategy process, including situation analysis, setting objectives, identifying targeted audiences, selecting tactics, evaluation, and measurement.
• To explore frameworks and tools that can help with planning, developing, and execution of content marketing strategies.
• To recognise, and explain, practical ways to conceptualise and manage content, from the idea stage to the promotion of creative campaigns.
• To explore the importance of entertainment value in content marketing and to gain insights into different types of branded entertainment.
• To develop an in-depth understanding of the benefits associated with the use of social value in content marketing practice.
• Defines user-generated content (UGC) and explains the role of customer co-creation value in content marketing.
• To learn about the key criteria for selecting social media influencers for social media campaigns.
• To develop an understanding of the role that content curation plays in stimulating social media brand-related engagement.
• To develop practical skills in content curation, including best practice in the use of creative assets developed by other parties for marketing purposes.
• To be able to critically assess the effectiveness and ethicality of the digital content disseminated by marketers.
• To develop an in-depth understanding of the role of AI in content marketing and how it can be applied in practice.

Krowinska, A., Backhaus, C., Becker, B., & Bosser, F. (2023). Digital Content Marketing. Taylor & Francis