Content Creation and Communication
| Module title | Content Creation and Communication |
|---|---|
| Module code | BEMM779 |
| Academic year | 2023/4 |
| Credits | 15 |
| Module staff | (Lecturer) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 90 |
|---|
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 Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activities | 20 hours | Whole cohort sessions, workshops & assessment support |
| Guided independent study | 130 hours | Core and supplementary reading, individual assignments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Seminar discussion & participation | Via workshop sessions | 1-5 | Verbal and/or written |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 100 | 0 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Group presentation submission | 25 | 15 minute equivalent | 2,3,4,5,7 | Written |
| Portfolio | 75 | 2500 words equivalent | 1-7 | Written |
| 0 |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| Group presentation | Reflection 1000 words | 2,3,4,5,7 | Relevant re-assessment period |
| Portfolio | Portfolio 2500 words equivalent | 1-7 | Relevant 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
None
Indicative learning resources - Other resources
None
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | This module is restricted to MSc Digital Marketing students only |
| Module co-requisites | None |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 25/07/2021 |
| Last revision date | 05/04/2023 |
