NA_CM Content Marketing

University of Finance and Administration
Summer 2025
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Guaranteed by
PhDr. Ladislava Knihová, Ph.D., MBA
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Prerequisites
While there are no strict prerequisites for enrolling in this course, it is highly recommended that students have a foundational understanding of basic marketing concepts, including marketing planning, the communication mix, and campaigning strategies. Familiarity with digital platforms and a basic understanding of data analytics will also be beneficial. This understanding will enable students to more effectively engage with the course content, which covers advanced topics such as AI-driven content creation, content shock, and modern copywriting techniques.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The "Content Marketing" course aims to provide a comprehensive and up-to-date exploration of how modern businesses and organizations can leverage content as a strategic asset. Through a curriculum that includes both fundamental concepts and emerging trends like content shock and AI-powered content creation, the course has been designed to meet the following objectives: 1. To provide students with a foundational understanding of the principles and strategies underpinning modern content marketing. 2. To introduce students to various tools and techniques used in creating, distributing, and measuring the effectiveness of content. 3. To examine the role of emerging technologies, including AI and machine learning, in shaping the future of content marketing. 4. To explore the ethical implications and considerations in the practice of content marketing, especially in an era of content shock. 5. To equip students with practical skills in content auditing, strategy formulation, and campaign analysis, which are vital for a career in content marketing.
Learning outcomes
By the end of this course, students will have a nuanced understanding of the complexities of modern content marketing, including the pivotal challenge of content shock in today's digital landscape. They will be equipped to develop consumer-centric strategies, execute effective content calendars, and apply SEO, storytelling, and affiliate marketing techniques for compelling content creation and distribution. Additionally, they will become proficient in leveraging data analytics tools for evaluating campaign effectiveness and understanding ethical considerations in content quality and authenticity. Importantly, students will also gain hands-on experience in utilizing AI-driven tools like ChatGPT for content creation, aligning their skill set with emerging industry requirements.
Syllabus
  • 1. Digital-First Marketing: Embracing Engagement in the Online World
  • 2. SEO Foundations: Keyword Strategy in Web Development
  • 3. Introduction to Integrated Content Marketing: Building Teams and Overcoming Content Shock
  • 4. Conducting a Comprehensive Content Audit: Identifying Gaps and Opportunities
  • 5. Consumer-Centric Marketing: Leveraging Customer Personas and Value Proposition Canvas
  • 6. Strategic Content Planning: Mastering the Content Calendar
  • 7. The Content Spectrum: Diverse Forms and Their Communicative Power
  • 8. Narrative Techniques in Content Marketing: Storytelling, Promotion, and Distribution; Modern Copywriting Techniques Leveraging ChatGPT and AI
  • 9. Leveraging Partnerships: Affiliate Marketing and Influencer Collaborations
  • 10. The Multi-Channel Approach: Optimizing Content Distribution Strategies
  • 11. Data-Driven Success: Metrics, KPIs, and Evaluative Frameworks
  • 12. Ethics in a Digital World: Ensuring Quality and Authenticity in Content Marketing
Literature
    required literature
  • SMITH, PR a Ze ZOOK. Marketing Communications. Integrating online and offline, customer engagement and digital technologies. 7. vyd. London, New York, New Delhi: Kogan Page, 2020. ISBN 978 0 7494 9865 8.
  • PAPAGIANNIS, Nicholas. Effective SEO and Content Marketing. The ultimate guide for maximizing free web traffic. Indiana, Canada: Wiley, 2020. ISBN 978-1-119-62889-7.
  • DIAMOND, Stephanie. Content Marketing Strategies for Dummies. Hoboken, N.J: John Wiley & Sons, 2016. ISBN 978-1-119-15463-1.
    recommended literature
  • OSTERWALDER, Alex et al. How to create products and services customers want. Get started with…Value Proposition Design. New Jersay, Canada: John Wiley & Sons, 2014. ISBN 978-1-118-97310-3.
  • KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 5.0: Technology for Humanity. New Jersay, Canada: Wiley, 2021. ISBN 978-1-119-66854-1.
Teaching methods
Methods of Instruction will include:
Interactive Lectures: The course features dynamic, interactive lectures that encourage active student participation. Through real-time polls, discussion breaks, and Q&A sessions, students can engage more deeply with the material.
Engaging Seminars: Regular seminars will delve into specific topics in greater detail, offering students a platform to present their ideas, discuss case studies, and participate in guided debates. These seminars aim to foster critical thinking and collaborative problem-solving skills.
Hands-On Experience: Practical assignments will provide students with hands-on experience in creating content marketing campaigns, ideally tailored for specific businesses or trades. Students will be exposed to various tools and platforms, including AI-driven technologies like ChatGPT, to create, distribute, and measure the effectiveness of their content.
Immersive Learning: The course includes an immersive learning component, where students will critically analyze successful campaigns, dissect the elements that contribute to their success, and apply those learnings to their own projects. Students will work in teams to simulate real-world content marketing environments, offering a more holistic understanding of the field.
Copywriting Focus: The practical aspect of the course will retain a focus on elements of successful copywriting, but with a modern twist. Students will learn how to integrate SEO best practices, storytelling techniques, and AI-generated insights to produce compelling copy that resonates with their target audience.
Final Output: The culmination of the course will be a comprehensive project that integrates all the elements taught throughout the semester. Students will create a content marketing campaign, which will include various types of content and demonstrate their understanding of the principles covered, contributing to their final grade.
Assessment methods
The course has two forms of final evaluation:
Content Marketing Course Evaluation Attendance (Mandatory for Credit Eligibility) Full-time students: Minimum 75% attendance required Part-time students: Minimum 50% attendance required
Project Presentation (20% of Final Grade) Description: Students will form micro-teams of up to 3 persons to create and present a content marketing campaign. Criteria for Evaluation:
  • Quality of the campaign
  • Presentation skills
  • Ability to defend the campaign during discussions with peers and in response to questions
    Seminar Work (40% of Final Grade) Description: Students will write a paper that audits the content marketing strategies of a selected company. Goals for the Paper is to formulate suggestions to:
  • Increase audience engagement
  • Improve SEO results
  • Boost conversion rates Criteria for Evaluation:
  • Depth of analysis
  • Practical recommendations
  • Quality of writing and structure
    Final Exam (40% of Final Grade) Description: The final exam will consist of a written test followed by an interview if necessary. Written Test:
  • 5 closed questions
  • 5 open questions
    Passing Criteria: Minimum 75% correct answers Course Focus for the Exam:
  • Understanding content marketing terminology
  • Correct usage of terminology
  • Description of specific topics
    • Language of instruction
    English
    Further comments (probably available only in Czech)
    The course can also be completed outside the examination period.
    Information on the extent and intensity of the course: 12 hodin KS/semestr.
    The course is also listed under the following terms Summer 2023, Summer 2024.
    • Enrolment Statistics (recent)
    • Permalink: https://is.vsfs.cz/course/vsfs/summer2025/NA_CM