Building and Delivering High Impact Content Driven Campaigns
Online short course
This short course aims to provide learners with an insight into how content marketing strategies can be developed and delivered to drive high quality, measurable performance. The course will challenge participants to consider how content marketing can be delivered in in a structured strategic way, through a range of channels and formats.
Particular attention is given to digital marketing insights and customer understanding, Amplification and execution methods, through the utilisation of the Paid, Earned, Shared and Owned framework and then how to measure these approaches for impact using the most relevant methods available.
The following schedule of learning represents the topics that will be covered each week:
Week 1: Insight: What is Content Marketing, Data: Types and Sources, Building personas
Week 2: Amplification and Execution: The customer journey, Channel choices and selection
Week 3: Measurement and reporting: Channel Data Analysis Techniques, Measuring Success
This course is completed through a mixture of online pre-recorded lectures, live weekly webinars and other self-study reading and activities. Student will undertake a brief induction in their first session that will outline the learning methods that are used on the course and how to access the various learning resources. Students will typically then study 1-2 hours each week independently through York St John’s Virtual Learning platform and will also study 1-2 hours each work through online webinar activity that will be led by senior marketing professionals from Mediaworks. While studying online participants will have regular access to a tutor who will be able to answer any questions that arise.
Participants will be issued with an online workbook which they will complete, and make notes on, as they progress through the course. Students are not assessed as part of this course, but to receive the University Certificate participants will be expected to submit their workbook as proof of completion
This short course has been developed by a team with extensive academic and professional experience in Digital Marketing. Having previously developed the MSc Digital Marketing and Data Analytics course delivered at York St John University, the course team have extensive experience in developing vocationally focused education and training in all aspects of Digital Marketing.
Unique blend of academic theory with leading industry skills & knowledge
Only 3 weeks
Gain Digital Marketing knowledge and insight within 3 weeks
Receive a University Certificate of completion to add to your career profile
Gain actionable insight to enhance your digital marketing activity and understanding
Completely free of charge to all learners and no requirements necessary
Study from anywhere in the world through York St John University's online platform
There are no pre-requisites for this course. Typical participants will be current or graduate students with an interest in exploring digital marketing or will be practicing business professionals with marketing or other business-related experiences. As the course is online students from anywhere in the world can study this course, noting that where live sessions take place they will be delivered during UK working hours of 9am – 5pm GMT. Note that only 2×1 hour sessions each week will be delivered live online. Where live attendance at these sessions is not possible note that all sessions are recorded and will be made available shortly after the session has been delivered.
Fees and funding.
This course is being offered completely free of charge. No fee is charged for this course.