Content Creation(E)

Introduction

Students are familiar with basic instruments of strategic content planning and the principles of digital content creation. They prepare content in a structured and target-group-oriented manner, identify relevant content creation trends, and apply them at a basic level. Based on given frameworks, they develop a basic content strategy, derive suitable content formats, and design simple, channel-appropriate content. In addition, they create basic editorial plans and briefings, evaluate content using selected quality criteria and key metrics, and take fundamental legal and ethical requirements of content creation into account.

none

The course Content Creation introduces fundamental terms, theories, and concepts of content creation and content strategy. It covers basic instruments of strategic content planning as well as principles for creating and structuring digital content. Students learn core concepts of content marketing, with a particular focus on graphic and visual design as well as photo and video content for relevant channels. In addition, the course addresses basic content strategies, editorial planning, fundamental quality criteria, selected metrics, and the legal and ethical foundations of content creation.

• 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

Portfolio

English

5

group work, case studies, discussion, E-Learning

3