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MODULE DESCRIPTOR
Module Title
Content Marketing
Reference CB1008 Version 2
Created March 2020 SCQF Level SCQF 7
Approved October 2018 SCQF Points 30
Amended May 2020 ECTS Points 15

Aims of Module
The aim of this module is to provide students with an opportunity to engage with, and apply, the basic concepts and principles driving content marketing within contemporary organisations.

Learning Outcomes for Module
On completion of this module, students are expected to be able to:
1 Demonstrate an understanding of the principles that guide effective content marketing.
2 Demonstrate an ability to understand and apply the use of contemporary tools and practices for developing an effective content marketing strategy for target audiences.
3 Produce relevant content for specific designated marketing purposes for identified digital platform(s).
4 Demonstrate an understanding of how organisations can measure the effectivness of their content marketing activity.
5 Demonstrate self-reflection and evaluation of outputs, identifying strategies for future improvement of practice.

Indicative Module Content
This module covers the skills and knowledge required to produce effective content for marketing purposes, using appropriate techniques and tools. Students will assess current examples and gain an understanding of the different types of content that can be developed, and how to generate relevant content ideas. They will explore the influence that content can have on organisations and stakeholders. Students will then identify customer personas and develop an appropriate content marketing strategy to apply in a given context. They will consider how to effectively promote content, whilst also considering how to monitor and evaluate the effectiveness of a campaign.

Module Delivery
This module will be delivered using a mix of lectures, guest lectures, in-class discussions, practical exercises, computer lab work and use of the relevant digital tools. Students will also be expected to explore a variety of examples of content from different online sources.

Indicative Student Workload Full Time Part Time
Contact Hours 48 N/A
Non-Contact Hours 252 N/A
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 300 N/A
Actual Placement hours for professional, statutory or regulatory body    

ASSESSMENT PLAN
If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3, 4, 5
Description: Individual Portfolio Assessment

MODULE PERFORMANCE DESCRIPTOR
Explanatory Text
The calculation of the overall grade for this module is based on 100% weighting of C1. An overall minimum grade D is required to pass the module.
Module Grade Minimum Requirements to achieve Module Grade:
A The student needs to achieve an A in C1.
B The student needs to achieve a B in C1.
C The student needs to achieve a C in C1.
D The student needs to achieve a D in C1.
E The student needs to achieve an E in C1.
F The student needs to achieve an F in C1.
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None.
Corequisites for module None.
Precluded Modules None.

INDICATIVE BIBLIOGRAPHY
1 ROSE, R., 2023. Content Marketing Strategy: Harness the Power of Your Brand’s Voice. London, UK: Kogan Page.
2 HÖRNER, T., 2023. Advertising Impact and Controlling in Content Marketing. Germany: Springer Wiesbaden.
3 SIMON, K. 2022. Digital marketing strategy: an integrated approach to online marketing. 3rd edition. London, UK: KoganPage.
4 DZAMIC, L. and KIRBY, J., 2018. The Definitive Guide to Strategic Content Marketing: Perspectives, Issues, Challenges and Solutions. London, UK: Kogan Page.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781