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University of Exeter Business School

Content Creation and Communication

Module titleContent Creation and Communication
Module codeBEMM779
Academic year2023/4
Module staff


Duration: Term123
Duration: Weeks


Number students taking module (anticipated)


Module description

In this module you will explore a range of content marketing scenarios and strategies to discover how best to apply different tools and techniques to effectively engage the modern audience. With marketing becoming an increasingly collaborative and conversational discipline, organisations are increasingly presented with both dynamic opportunities and immediate challenges. Understanding how to create effective, distinctive messages and engage consumers in generating and co-creating content has become an essential skill for marketers.

As part of this module, you will be introduced to simple design tools and principles, with a focus on both understanding the role of design in marketing communications and developing your own design, presentation and communication practices. By exploring these more creative elements of marketing, you will be encouraged to build a richer and more detailed understanding of the skills associated with effective communications.

Module aims - intentions of the module

Using a collaborative and dynamic ‘workshop’ environment, the aim of this module is to practice applying your knowledge and skills via a series of time-limited exercises. Employing both group work and individual creativity, you will be challenged in a fun and fast-paced environment to respond to a series of scenarios and mini challenges.  Having tested, applied and grounded your newly gained capabilities, you will then be asked to reflect on your experiences to both bring the theory to life and create valuable practical learning designed to equip you for your post programme marketing career.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. Critically reflect on the role of content design in effective communications
  • 2. Identify and evaluate the relative benefits of different communication tools and media

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 3. Understand how to best engage specific audiences
  • 4. Demonstrate strong problem solving skills and creative thinking
  • 5. Produce professional and succinct oral and/or written presentations of work

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 6. Apply reflective practice to explore and identify learning needs relevant to your own future development
  • 7. Illustrate the role of curiosity, exploration and experimentation in learning and development

Syllabus plan

This module is dynamic and experimental in nature. Indicative themes that will be explored as part of this module include:

  • An introduction to asset design principles
  • Communication tools and techniques
  • Enhancing and utilising your creativity
  • PR, influencers & crisis communications
  • Internal marketing
  • Introduction to branding
  • Content repurposing

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled learning and teaching activities 20 hoursWhole cohort sessions, workshops & assessment support
Guided independent study130 hoursCore and supplementary reading, individual assignments

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Seminar discussion & participationVia workshop sessions1-5Verbal and/or written

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group presentation submission2515 minute equivalent2,3,4,5,7Written
Portfolio752500 words equivalent1-7Written

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Group presentationReflection – 1000 words2,3,4,5,7Relevant re-assessment period
PortfolioPortfolio – 2500 words equivalent1-7Relevant re-assessment period

Indicative learning resources - Basic reading

There is no ‘set text’ for this module and further guided reading will be provided in advance of lecture via the ELE pages. Indicative reading will include:

  • Fill, C., & Turnbull, S. (2019). Marketing communications: touchpoints, sharing and disruption. Pearson UK
  • Handley, A. (2014). Everybody writes: your go-to guide to creating ridiculously good content. John Wiley & Sons
  • Handley, A., & Chapman, C. C. (2010). Content rules: How to create killer blogs, podcasts, videos, ebooks, webinars (and more) that engage customers and ignite your business (Vol. 5). John Wiley & Sons

Indicative learning resources - Web based and electronic resources


Indicative learning resources - Other resources


Key words search

Campaign Planning, Content Creation, Content Repurposing, Marketing Mix

Credit value15
Module ECTS


Module pre-requisites

This module is restricted to MSc Digital Marketing students only

Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date