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IMC 639


Course Description

This course will explore how the role of content is evolving in the modern marketing landscape and how to apply different types of content generation to new and traditional marketing channels. Additional topics cover the pros and cons of content marketing vs. traditional marketing as well as processes and tactics to create and implement content marketing strategies.


Week Topics
1 Introduction to Content Marketing & the 4P’s of Content Marketing
2 Plan: Strategize Before Execution 
3 People: Skills & Abilities Needed to Create Effective Content Marketing Campaigns
4 Produce: Create Content that Matters
5 Technology’s Role in Content Marketing
6 Produce and Promote: Writing & Creative in Owned, Earned & Paid Media
7 Promote: Distribute Content in the Digital Era
8 Perfect: Measure & Optimize to Maximize the Impact 
9 The Future of Content Marketing

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subject to change without notice.