MKT (0212) 681 - Digital Content Marketing

Credits: 3.00

Students will learn how to use content marketing to stimulate interest in a firm’s products or services as a complement to paid advertising. Using videos, blogs, social media posts, and other digital assets, students will learn how to create content that compels the target audience to engage with a firm.

Prerequisite 1: MKT 580
Course Learning Goals: Upon successful completion of this course, students will learn how to:

Use content marketing to achieve a firm’s business goals and objectives
Conduct a content audit
Create personas of the target audience (leads, prospects, customers)
Create compelling content for dissemination to specific audiences
Develop a content marketing plan
Build and manage a content editorial calendar
Use analytics to refine the content strategy and measure its effectiveness