This course offers a hands-on, team-based approach to content marketing in the digital era. Students work in groups to design, pitch, and deliver thematic campaigns for a shared social media account, as well as a conceptual brand. Through campaign planning, branded content creation, analytics, and engagement strategies, students learn to combine creative expression with strategic communication, maintaining consistent tone and style across diverse projects.
- Understand and apply key principles of contemporary content marketing.
- Develop creative and strategic skills for social media storytelling.
- Collaborate effectively in producing brand-consistent digital campaigns.
- Analyse audience engagement and apply insights to improve outcomes.
- Reflect critically on creative process, ethics, and cultural implications.
Tutorials require mandatory attendance.
Weekly tutorials are structured as 50% teaching and 50% hands-on workshop, offering both conceptual grounding and practical skill-building. Required readings are assigned from the outset and directly correspond to each week’s topic, forming a basis for in-class activities and discussions.
Students are expected to complete corresponding readings before class; their understanding and analysis will be evaluated through active participation in tutorials. Recommended readings are provided to broaden perspectives and encourage deeper exploration
Participation and tutorial contribution 10%
Group campaign proposal & presentation with peer feedback 30%
Group campaign 30%
Individual critical essay 30%