Content Marketing (DM220)

As television viewing by people under 40 plummets, advertising-free services like Netflix grow dramatically, and internet users retreat behind ad blockers and private subscriptions, marketers must find ways to reach customers that don’t rely on the old ‘interruption’ model that is advertising. One of the solutions is content marketing, and its subset, email marketing, where marketers create useful content that ‘pulls’ in existing and potential customers.

This unit gives students the practical knowledge and skills, related to the principles and concepts of content marketing, in order to achieve business objectives in a digital environment. Students will learn how to design, create and execute on content marketing campaigns that are central to the management and marketing of the digital business. The unit takes an in-depth and applied approach to the study of content and email marketing processes to promote digital interactivity between customers and business owners. The successful development and presentation of a content marketing initiative will be a key feature of the unit.