N_OM Content Marketing

University of Finance and Administration
Summer 2024
Extent and Intensity
2/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Radek Turčáni (seminar tutor)
Guaranteed by
Ing. Radek Turčáni
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
N_OM/cMPH: each odd Monday 17:30–18:14 S14, each odd Monday 18:15–19:00 S14, R. Turčáni
N_OM/pMPH: each odd Monday 15:45–16:29 S14, each odd Monday 16:30–17:15 S14 and each even Thursday 15:45–16:29 E304, each even Thursday 16:30–17:15 E304, R. Turčáni
Prerequisites
There are no prerequisites for this course. But student must understand the basic marketing planning, communication mix and campaigning.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The aim of this course is to bring Master's students to a deeper understanding of creating modern communication campaigns through interesting and valuable content for customers and consumers. The main goal is to introduce the basic theory of website programming, how algorithms work, and the creation of content not only for websites, but generally entire blocks of campaigns for maximum benefit and effectiveness for the company.
Evaluating KPIs, researching campaign success rates, and designing better or more advanced solutions are also an integral part of the course. As part of this concept, the student will also be introduced to information about engagement marketing or affiliate marketing and myths about paid SEO as the primary means of keyword search will be busted.
The practical part will focus on creative writing, basic concepts of good authorial writing and valuable content. It will also focus on client values and the creation of Value Proposition Canvases as a basis for understanding consumer values, as well as writing appropriate copy in relation to identified values.
Learning outcomes
Upon completion of this course, the student will have the following professional knowledge and skills:
- Understanding the creation of marketing campaigns in the modern Internet environment in relation to the IMC concept
- Understanding the role of keywords already in the planning of a company's strategy and further marketing direction
- Ability to plan content campaigns and integrate keywords into the IMC of the business
- Recognises good original content, those who show a taste for copywriting do so also understanding the principles of good authorial writing
- Understands the technological advantages of the internet and also what Customer values planning means through a method called Customer Value Canvas
Syllabus
  • 1. What does modern marketing mean? Internet and its benefits for marketing, engagement marketing
  • 2. Website programming and keywords: why are they important and how to create them?
  • 3. Content marketing: introduction to the concept, position within IMC and communication mix, definition and goals, team building, content shock
  • 4. Content audit
  • 5. Persona as a basis for specific campaigns, Customer Value Proposition Canvas and content creation for specific consumers or customers
  • 6. Content marketing strategy and content calendar creation
  • 7. Types of content marketing and their effectiveness/communication theory, content pyramid
  • 8. Content marketing tactics: Storytelling, promoting and distributing content
  • 9. Affiliate marketing as a content strategy, working with partners and influencers
  • 10. Content distribution mix: or how to successfully distribute content
  • 11. Measuring campaign success, metrics, and the inverted pyramid of KPIs
  • 12. Ethical aspect of content marketing, quality and truthfulness of information, fact checking
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
The course includes theory, but also a selection of practical campaigns, explanations and reflections on them. Students will create a practical campaign, ideally for a specific business/ or trade. However, it is not a requirement.
The practical part focuses on copywriting. Elements of successful copywriting. The output is a specific text as part of the grade work.
Assessment methods
The course has two forms of final evaluation:
The first is a seminar work with the required appendices. Students will receive credit for the paper and a remaining 50% grade.
The second is an ABC test and a second 50% grade. The final grade is the sum of the points earned for both outcomes.
Students will work in individually.
Compulsory attendance is 75% for full-time study, 50% for part-time study. In the case of ISP or ERASMUS students, attendance will be replaced by preparation preparation of the seminar work.
Language of instruction
Czech
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 2025.
  • Enrolment Statistics (Summer 2024, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2024/N_OM