There are no pre-requisites for this module to be added

This short course will cover the strategy and practice of digital content marketing in the social-digital age disrupted by AI and rapidly changing digital consumer behaviours. You will learn how to engage your target audiences online by creating, curating, and distributing content aligned with strategic marketing objectives. You will also learn about Generative AI (GenAI), including its application in marketing, key tools and techniques (e.g. prompt engineering), and ethical implications. This highly interactive 2-day-course will allow you to contextualise content marketing theory with your own business practice and include practical takeaways to implement upon course completion. This hands-on course covers content marketing fundamentals and its role within digital marketing strategy as well as digital creativity, GenAI, and content creation (e.g., specific areas such as podcasting, video).

LO1 Understand the role of digital content marketing in the context of strategic marketing goals
LO2 Provide you with the fundamentals of changing consumer behaviours in the social-digital age.
LO3 Equip you with the knowledge and skills to create an audience-centred digital content marketing plan
LO4 Introduce you to the role of creativity in successful digital content marketing
LO5 Discover how you can leverage AI for digital content marketing
LO6 Learn which content marketing tactics, channels, and content types to prioritise for maximum effectiveness