FACULTY OF COMMUNICATION

Department of Public Relations and Advertising

PRA 420 | Course Introduction and Application Information

Course Name
Content Marketing
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
PRA 420
Fall/Spring
3
0
3
5

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery Online
Teaching Methods and Techniques of the Course -
Course Coordinator -
Course Lecturer(s)
Assistant(s) -
Course Objectives This course aims to introduce to the students the concept of content marketing as, one of the most important issues in the new marketing world.
Learning Outcomes The students who succeeded in this course;
  • design content strategies for brands and corporations taking into account the competition
  • develop content for brands and or corporations
  • develop targeted editorial calendar/timeline
  • analyze content marketing activities as per objectives to measure return on communication investment
  • evaluate results of content marketing activities.
  • evaluate reports
Course Description This course will teach students what content marketing is and how they will use it. Throughout the semester, students will work as content creators to internalize content marketing and will be able to execute content marketing in real world. During the semester, course will be conducted in coordination with content creators and media companies. Content creators (such as influencers, agencies) will join the class to guide the students and prepare for the real world challenges. Also media companies (as Facebook-Instagram, Google-YouTube and media agencies) will be invited to explain how content should be broadcasted, distributed and promoted to reach audiences. Planned Industry Cooperation:Biz Evde Yokuz / Gezimanya / Annenin İçsesi Platforms Google Türkiye, Facebook Türkiye, Media/Social Media Agencies

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 An Introduction to Content Marketing
2 What is Content Marketing? Pulizzi, J. (2012). The rise of storytelling as the new marketing. Publishing research quarterly, 28(2), 116-123.
3 Content Marketing Plan & Strategy Pulizzi, J., & Barrett, N. (2009). “Get Content Get Customers”-Turn Prospects into Buyers with Content Marketing. Management Case, 98.
4 Media & Content Types
5 Project Brief: What is your story?
6 Content Creation. Let’s Start! Walter, E., Gioglio, J., & Roam, D. (2014). The power of visual storytelling: how to use visuals, videos, and social media to market your brand. (pp.125-152) McGraw-Hill Education.
7 Content Creation Tools Write, Draw, Collect, Mix, Distribute. 58 Social Media Tips for Content Marketing. Retrieved from www.contentmarketinginstitute.com
8 Content Creation Tools (tbc.)
9 Marketing Content, Marketing the Content
10 Influencer Marketing: Content Creators, Internet Celebrities Ritchie, A. The Complete Guide To Influencer Marketing: Strategies, Templates & Tools. Retrieved from www.contentmarketinginstitute.com
11 Follow the followers. Ramos, A. (2013). The Big Book of Content Marketing, 68-74, andreas.com
12 Organic vs. Inorganic Content
13 Reporting & Evaluation
14 Case Studies
15 Course Review
16 Final Presentations

 

Course Notes/Textbooks
Suggested Readings/Materials

Lieb, R. (2011). Content marketing: think like a publisher-how to use content to market online and in social media. Que Publishing.

 

Godin, S. (2009). All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and WhyAuthenticity Is the Best Marketing of All. Penguin.

 

Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. Prentice Hall.

 

The Sophisticated Guide to Content Marketing. Retrieved from www.linkedin.com

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
1
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
3
30
Presentation / Jury
Project
1
30
Seminar / Workshop
Oral Exams
Midterm
Final Exam
1
30
Total

Weighting of Semester Activities on the Final Grade
5
70
Weighting of End-of-Semester Activities on the Final Grade
1
30
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
3
48
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
0
Study Hours Out of Class
14
2
28
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
3
7
21
Presentation / Jury
0
Project
1
25
25
Seminar / Workshop
0
Oral Exam
0
Midterms
0
Final Exam
1
28
28
    Total
150

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to critically interpret theories, concepts, methods, instruments and ideas that form the basis of Public Relations and Advertising field.

2

To be able to collect and use necessary data to produce content in the field of Public Relations and Advertising with scientific methods.

3

To be able to use theoretical knowledge gained in the field of Public Relations and Advertising in practice.

X
4

To be able to use analytical thinking skills in the field of Public Relations and Advertising.

5

To be able to convey creative ideas and solution suggestions supported by scientific data in written and oral form to stakeholders.

X
6

To be able to take responsibility as individual and group members to solve problems encountered in the practice of Public Relations and Advertising field.

X
7

To be able to develop solutions that favor public good and raise awareness by having knowledge about regional, national and global issues and problems.

8

To be able to relate the basic knowledge of other disciplines supporting the field of Public Relations and Advertising with his/her own field of expertise.

X
9

To be able to use the knowledge, skills and competencies acquired by following regulations, innovations, changes, current developments, and occupational health and safety practices closely in the field of Public Relations and Advertising; in a lifelong manner and for individual and social purposes.

10

To be able to collect, interpret and share data by considering social, scientific and professional ethical values in the field of Public Relations and Advertising.

11

To be able to collect data in the areas of Public Relations and Advertising and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1)

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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