Content Creation 2

Consolidation

Students acquire in-depth knowledge of content creation (also in dealing with generative AI). They will be able to independently develop concepts on behalf of customers and implement them in practice. They are also able to develop recommendations for action to optimize content and channels.

VO and UE content creation, ANM module

In the Content Creation 2 course, students focus on key aspects of strategic and operational content production for social media, including planning, managing, and executing content processes and developing target- and channel-specific content. The course also covers the use of generative AI, its functions, applications, and limitations, as well as practical methods for analyzing, evaluating, and optimizing content and channels.

• Pulizzi, J. (2014). Epic Content Marketing: How to tell a Different Story, Break Through the Clutter, and Win more Customers by Marketing Less, McGrawHill Education.
• Albee, A. (2015). Digital Relevance: Developing Marketing Content and Strategies that Drive Results. Palgrave Macmillan.
• Wäger, M. (2016). Grafik und Gestaltung: Design und Mediengestaltung von A-Z, Bonn: Reinwerk Design.

Presentation

German

4

Exercises, group work, case studies, discussions, e-learning

3