SMD110 - Content Marketing Management

Subject Title
Content Marketing Management

Subject Description
You cannot read a marketing trade publication without seeing the word ?content?. Content is King. Content is the fuel that drives social media programs. Content is the essence and substance of brand building.
 
Content Marketing is a strategic approach designed to help further an organization?s brand by focusing on the creation & distribution of relevant and interesting content aimed at attracting and retaining a defined audience. It?s about the pull vs the push. Or in other words, content marketing is the stuff people WANT to see.
This course will introduce students to the concepts of content marketing and equip students with the tools and abilities to create a content marketing plan.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Identify intended target audiences for an organization’s social media programs.
2. Choose The right social platform for an organization’s audience in order to interact with them most effectively and achieve both customer and organizational objectives.
3. Map Content to stages in the customer journey so that organizations can see if their existing content is meeting customer needs and determine what content needs to be created.
4. Identify social media platforms that are appropriate for the intended audience and the organizations marketing objectives.
5. Create a content plan and editorial calendar that encapsulates all the content that an organization will produce within a prescribed time period.
6. Create the results of a successful content marketing campaign so that the organization can optimize learnings for the next campaign.
7. Measure the results of a successful content marketing campaign so that the organization can optimize learnings for the next campaign.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.