Strategic Content Management (MKT373)

Content marketing has become a widely practised new normal for businesses in the past decade. However, content marketing is beyond attracting customers with quality content at each stage of the customer journey. Content marketing has evolved as a systematic management process. This course MKT373 Strategic Content Management offers deep insights into content marketing aspects such as core content strategy, content substance, content structure, content workflow, content governance, and other relevant aspects. In this course, students will gain competence in content management for commercial as well as and personal brands. Students will also gain hands-on skills in crafting original and curated content in various contexts and platforms in the local and international markets.

• The history and evolution of content marketing
• Audience analysis and Consumer-content fit
• Content strategy and content vision
• Managing content types and channels
• Design effective content for businesses
• Design impactful content for influencers
• Content structure and modelling
• Content metrics and analytics
• Content audit and governance
• Localising content
• Content tools and technologies
• Get prepared for a content strategist career

• Discuss the strategic content management within integrated marketing and communication ecosystems
• Appraise content strategies that align with audience personas, business goals, and appropriate digital channels
• Apply the ethical, cultural, and regulatory considerations in global content governance and localisation
• Demonstrate comprehensive content audits and develop governance frameworks for content consistency
• Appraise the implications and/or applications of AI in content management process
• Practice professional readiness through portfolio development, industry-standard tool use, and career-focused communication