Content Marketing

second cycle Master

Students are able to strategically plan, create, and evaluate content for digital presences with a focus on brand building and customer engagement. This includes optimizing corporate communication, establishing and maintaining a brand, strategically guiding customers to digital platforms, and fostering their long-term loyalty. Students understand how to balance the requirements of search engines and platform algorithms with the need for clear, relevant, and user-oriented content. They demonstrate comprehension, analytical, and transfer competencies in the field of content marketing. Furthermore, they are able to critically reflect on and purposefully apply the effects of aesthetics, storytelling, and multimedia formats within digital communication contexts.

not applicable

The course addresses the creation and strategic use of target group–oriented content in marketing. It is grounded in the analysis and application of aesthetics within the marketing context, as well as a critical examination of diversification processes in marketing strategies (keyword: “brand identity”) within the framework of the “attention economy.” The specific role of prosumers (following Toffler’s concept of the “prosumer”) in the digital age is also reflected upon. Furthermore, the course explores current developments such as the use of AI-driven tools, social media–specific content formats (e.g., Reels, Stories, Shorts), and interactive content strategies.

- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson.
- Pulizzi, J., & Piper, B. (2023). Epic content marketing: Break through the clutter with a different story, get the most out of your content, and build a community in Web3 (2nd ed.). McGraw Hill.
- Hörner, T. (2022). Werbewirkung und Controlling im Content-Marketing: Wirkmechanismen erkennen, Controlling optimieren und Strategie anpassen. Springer Gabler.
- Eschbacher, I. (2021). Content marketing – Das Workbook: Schritt für Schritt zu erfolgreichem Content. mitp.

Presentation

German

6

lecture, group work, presentation and task discussion

1