Table of contents. 1. Course overview. ICM STUDENT MANUAL Marketing Communication Course Code: JIC-COMAR.3V-14 Module: Content marketing

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1 ICM STUDENT MANUAL Marketing Communication Code: JIC-COMAR.3V-14 Module: Content marketing Study Year 4, academic year Table of contents 1. overview 1 2. content 2 3. structure and methods 3 4. Assessment and evaluation 4 5. Study load 5 6. Competencies 5 7. How the course fits in the greater programme 5 1. overview Code and Weighting: JIC-COMAR.3V-14 (5 ECs) Books COURSE TET (recommended for purchase) Jefferson, S. & Tanton, S (2013) Valuable Content Marketing. Kogan Page. 234pp. ISBN REFERENCE TETS (not recommended for purchase) Handley, A. & Chapman, C.C. (2012) Content Rules. Wiley & Son. 293pp. ISBN Pulizzi, J (2014) Epic Content Marketing. 331pp. McGraw Hill. ISBN Syllabus The course focuses on the understanding of the value, development, and application of content for use in marketing programs targeted at specific stakeholder groups. It includes practical experience of tools, techniques and deliverables to enable deployment in client organizations, and the development of knowledge of messaging styles, positioning, and execution. Specific topics covered include: The value of content Guiding principles: Seven steps to success Blogging and social media and newsletters Websites Deep content Content of value to salespeople and customers Assessment Written Team (4-6 students) assignment (0%) Lecturer Dr Paul Williams Module Coordinator Ivonne Louw-Dekker

2 Learning objectives 1. Understand the importance, value, development, and use, of content in marketing programs targeted at specific stakeholder groups (1c) 2. Apply tools, techniques and deliverables used to deploy content on behalf of client organizations (6c) 3. Understand the various messaging styles, positioning techniques, and execution strategies used to successfuly deliver impactful content (7c) 4. Create content to successfully support a strategic marketing initiative (4c) Assessment criteria 1. Conduct and understanding of a stakeholder analysis, appropriate application of content to specific stakeholder communications 2. Demonstrate knowledge of tools and techniques in the construction of content delivered opposite a client brief 3. Demonstrate appropriate use of content styles to maximize impact in target communciations tasks 4. Use content rules, correct style and positioning of content generated to support a target marketing initiative Deadline Submit by Friday of Week 9. Place your Team paper in your tutor s pigeonhole, and upload a copy to Ephorus using tutor (paul.williams@hu.nl) 2. content The foundation of good communication is good content. Every communication is an assemblage of content : verbal content, visual content, symbolic messaging, usually in combination, which are together interpreted by the receiver. The way in which content is created, delivered, and received determines the success or failure of the communciation of the intended message. Content itself is characterised by five dimensions: Distinctiveness, Consistency, Visibility, Transparency, and Authenticity, which together impact the reputation and credibility of the organization or individual making the communciation. Content creation and delivery are specialist skills, and represent tasks that are vital in ensuring that an organization or indivdual is correctly represented to target stakeholders who receive those communications. In this course you will develop an understanding of the importance of content creation and delivery within the marketing discipline, in particular marketing communications. Through instruction, case histories, and practical assignments, you will participate in the content development process, with the goal of developing the skill of creating clear, impactful content which adds value to a organization s communications strategy targeting specific stakeholder groups. Page 2 of 6

3 3. structure and methods Week Subject: Activities 1 The Value of Content introduction Communications process History of content marketing Content and marketing strategy Content value Connecting with stakeholders Customer focus Buyer behavior 2 Your Guiding principles The seven principles What do you want to say Quickstart content Where to find information The business model The business case The Hidden benefits LEGO as a media engine 3 Blogging & Social Media Blogging 1 Social media channels Message Creation Blog template and Q&A Social media & business Which channel? Alternate promotion Search Engine Optimization 4 and Newsletters The Company Magazine Singer Red S Death by communication enewsletters Good & bad practice Spam, Spam, Spam Mailing lists Newsletter focus types 5 Website Glory The good, the bad & the mediocre Making it work Content creation Creative briefs The channel plan Tasks and assignments Form teams Reynolds Golf Academy Stakeholder Needs Analysis The Cool Beans Group Valuable Content Analysis: US Army Fort Knox Blog It Continue with PinkStinks Newsletter Content Development Continue with AskPatty.com Continue with Text books and other resources Jefferson & Tanton Chapters 1 & 2 Jefferson & Tanton Chapter 3 Jefferson & Tanton Chapters 4 & 5 Jefferson & Tanton Chapter 6 Jefferson & Tanton Chapter 8 Page 3 of 6

4 6 The Deeper Dive Deeper Content White Papers & ebooks When to use Content & design Repurposing Top Tips 7 The Value of Content to Salespeople and Customers Valuable Content for Salespeople Writing Content Customers will Value The seven success steps Measuring Impact 8 Self-study week 9 Due 4. Assessment and evaluation Qvidian Continue with Case history: Creating a Compelling Customer Success Story Continue with Jefferson & Tanton Chapter 9 Jefferson & Tanton Chapters Formative assessments Weekly assignments, presentations, and class discussions. Summative assessment assignment (0%): minimum pass mark = 5,5 (55%) To be handed-in to Tutor pigeonhole, and uploaded in electronic format to Ephorus, by latest: Friday of Week 9 Resit If a student does not attain a pass mark (5,5) for the group assignment, the assignment must be repeated and must be submitted by Friday of Week 9 in the next Block. Delivery: Tutor pigeon hole (hard copy) & upload to Ephorus using tutor (paul.williams@hu.nl) Rubric The rubric used to assess the assignment is as follows: A group can receive 0 points in total. You will have passed this assignment if your group receives 55 points or more (which translate in a 5.5). All documents should meet the general ICM requirements. Should you receive less than 55 points (and therefore receive a mark that is lower than 5.5) you have to do a resit: you sign up for a resit and hand in a new assignment. Criteria Writing and overall adequacy (5 per sub-criterion) - spelling and grammar are of a standard expected for professionally-developed communications - all text is concise - all text is clear in meaning to the reader Content Development (5 points per sub-criterion) - good use has been made of the collateral provided - the content is informative and authoritative - additional information on the topic has been researched and included in the content Content calendar (5 points per sub-criterion) - the calendar correctly sequences the release of materials before, during and after the event - all individual pieces of collateral in the portfolio are reference in the calendar Max Points received Page 4 of 6

5 Twitter campaign (5 points per sub-criterion) - the 5 tweets have been prepared - the tweets content sequences the evolution of the participation in the event BLOG campaign (5 points per sub-criterion) - the 3 BLOG posts have been - the BLOG posts reflect information contained in the collateral provided, especially the model Web text (5 points per sub-criterion) - text copy is coherent, informative, authoritative, and frames the rest of the campaign - text copy has used Keywords associated with the subject and principles of SEO Additional materials ( points per sub-criterion) - two additional initiatives are provided - each initiative is consistent with, and supports, the other components of the overall campaign Overall portfolio (5 points per sub-criterion) - all materials in the portfolio and consistent and complimentary - all aspects of the collateral have been utilised with a clear consistent thread through the story Study load Activity Hours Class Hours 28 (7 x 4) Studying literature 60 Preparing assignments 52 Total Competencies Review the study guide, chapter for the list of ICM competencies. Learning objectives for the course are linked to the development of ICM competencies as follows: Learning objective 1. Understand the importance, value, development, and use, of content in marketing programs targeted at specific stakeholder groups 2. Apply tools, techniques and deliverables used to deploy content on behalf of client organizations 3. Understand the various messaging styles, positioning techniques, and execution strategies used to successfuly deliver impactful content 4. Create content to successfully support a strategic marketing initiative ICM Competency 1. Analyzing a problem 6. Implementing 7. Evaluating 4. Developing & designing 7. How the course fits in the greater programme The fourth year curriculum has been redeveloped to accommodate developments and changes in the contemporary Communication and Media environment. The focus Page 5 of 6

6 of the program is two-fold. Firstly, to empower students with the required body of knowledge to successfully enter professional practice, and secondly, to provide a pathway for students to continue their tertiary studies, should they wish to do so. To achieve the stated objectives, students are offered three possible specialisation routes to select from; Media, Communication and Marketing. For each route, in block A and B, a knowledge, skills, and project line are offered. The overall aim of the Marketing Route is to equip students with a body of theoretical and practical knowledge, a range of content marketing and applied research skills, and the experience of working as a team member on projects in an International context. The combination of knowledge, skills and working as a professional on projects, will prepare the student for a career in the highly competitive and exciting Marketing world globally. The following offers an overview of the modules offered for the Marketing Route for block A and B: Block A: Marketing Conceptual: Marketing Communication Project: Product Launch and Promotion Skills: Content Marketing Block B: Marketing Conceptual: E-marketing principles Project: Project E-marketing Skills: Applied Research Page 6 of 6