Content Marketing (MKT209m)
Vietnamese title: Marketing Nội dung
Credits: 3
Prerequisites: MKT101 or MKG101 or MMK101

Description:
This Course is based on the both Coursera Specialization "The Strategy of Content Marketing" and "Social Media Management", which covers both the theorical and practical lessons of content marketing. You firstly will learn the core strategies content marketers use to acquire and retain customers profitably. Specifically, you will learn how to develop, organize and implement a content marketing strategy, analyze and measure the effectiveness of content marketing, write compelling copy, use a strategic framework when writing, and build your professional brand and authority through content marketing. You will also learn how to put the ideas presented to you into action and build your own personal brand through content marketing. You will end the course with real-world application of your skills through a content management project on social media.
This is a blended-learning course, in which students will take a look at the videos & slides and reading on Coursera first at home, then rewatch & discuss key questions with classmates and teachers at classes.
AI tools can significantly enhance content marketing efforts by automating tasks, improving content quality, and providing valuable insights. Some AI tools that can be used in content marketing include:
AI Writing Tools, AI Design Tools, AI Social Media Management Tools, AI Analytics Tools

Learning outcomes:
Explain the concept of content marketing strategy
Create an interactive email complete with a call to action that is professional and engaging to your audience
Set up an email campaign
Analyze and measure the effectiveness of content marketing
Create pricing content marketing strategy
Deep understanding of the term Branded Content and its main differences with traditional advertising
Create memorable and long lasting connections with customers
Create effective social media posts
Establish an ongoing process to manage your content
Evaluate the performance of your content on social media and to iterate and optimize the performance
Manage social media content using real world data

Student tasks:
- Access the learning materials on Coursera for self-study purposes
- Attend at least 80% of contact hours in order to be eligible for the final assessment
- Actively participate in class activities
- Fulfill tasks given by instructor after class
- Use their own laptop in class only for learning purpose
- Access http://flm.fpt.edu.vn for up-to-date course information

Tools:
Internet Access

Materials:
description: Course 1: The Strategy of Content Marketing
https://www.coursera.org/learn/content-marketing/home/welcome
publisher: Coursera
description: Course 2: Brand & Content Marketing:
https://www.coursera.org/learn/social-media-management
publisher: Coursera
description: Course 3: Social Media Management:
https://www.coursera.org/learn/brand-and-content-marketing
publisher: Coursera
description: Guided project: Use Mailchimp to Build an E-mail Marketing Campaign:
https://www.coursera.org/projects/mailchimp-build-email-marketing-campaign
publisher: Coursera
description: Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
author: Handley A., Chapman C.C.,
publisher: Wiley
published_date: 2012
description: Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content
author: Handley A.
publisher: Wiley
published_date: 2014
description: https://www.coursera.org/learn/upgrade-your-marketing-strategy-with-microsoft-copilot?specialization=microsoft-copilotformarketing
publisher: Coursera
description: https://www.coursera.org/learn/using-microsoft-copilot-to-understand-your-customer?specialization=microsoft-copilotformarketing
publisher: Coursera

Assessments:
category: Activity
type: on-going
weight: 10.0
question_type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11
grading_guide: Test the acquainted knowledge which student obtained from the course.
note: (Suggestion only) Students will find an example of a web-based content marketing effort for a company, product, service or non-profit organization to present to the class. This example will include a blog and a variety of social media efforts. Photography, video, podcasts, newsletters and/or tutorials and guides may also be elements of the content marketing effort. Students will create a 15-minute presentation that will identify and assess the effectiveness of the following:
The Mission Statement
The Primary Goals
The Core Message and Two Secondary Messages The Target Audience/Niche
Customer Benefits
The Unique Proposition
Slogans and Taglines
The Publication Schedule

Students are also encouraged to complete and submit their certificate of Meta Social Media Marketing specialization by the end of the course.
category: Class participation and preparation
type: on-going
weight: 10.0
question_type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11
grading_guide: - Individual Attendance: weight 30% of class participation markSuggestion: Students must attend more than 80% of contact slots in order to be accepted to the final examination. Any absence will reduce 0.5 point per time.- Individual Participation in class actitivities/assignments including case study discussion sessions. weight 70% of class participation markSuggestion: Bonus 0.1-0.5 point per correct/good opinion in case study discussion. Lecturer should add mark rubric when providing case study.
note: in class, by instructor
category: Group Presentation
type: on-going
weight: 10.0
duration: 17 - 20'/group
question_type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11
no_question: Case Study
knowledge_and_skill: 1
grading_guide: Test students' ability to understand and apply the skills and knowledge of the delivered units
note: (Suggestion only)Present the content marketing plan
category: Group report
type: on-going
weight: 20.0
duration: at home
question_type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11
no_question: Case Study. Students will apply AI tools to conduct market research, analyze customer insights, segment customers, personalize marketing strategies, and create an AI-generated advertising campaign. This assignment integrates AI-based content SMEs.
knowledge_and_skill: 1
grading_guide: Application of content marketing theories in marketing and real-life works; Students will experience the practical application of AI tools in content marketing. They will gain insights into how AI shapes social media content and advertising strategies. They will critically reflect on AI’s role and its implications for content marketing.
note: Group Report and Presentation;
Usage of AI tools;
At least 8 blogposts
At least 12 tweets
At least 6 Instagram posts
At least 8 Facebook posts
At least two LinkedIn posts
At least two charts or graphic elements or one interactive element A plan for one hangout or live meetup
The student's portfolio will also include the Objectives Worksheet and Target Audience Worksheet that were developed in class.
category: Individual Assignment
type: on-going
weight: 10.0
duration: at home
question_type: LO1, LO2, LO3, LO4, LO5
no_question: Written report
knowledge_and_skill: 1
grading_guide: Test students' ability to understand and apply the skills and knowledge of the delivered units
note: (Suggestion only)Students will turn in a written review of the content marketing effort that they chose to present and critique. The written review will include an assessment of the factors listed above as well as a critique of the overall effectiveness of the content marketing effort. They will answer the question "What could have been done differently to improve the effectiveness of the effort?
category: Quizzes
type: on-going
weight: 10.0
duration: 45'
question_type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11
no_question: Multiple choice
grading_guide: Test the acquainted knowledge which student obtained in the delivered chapters.
note: In-class test
category: Final Exam
type: FE
weight: 30.0
duration: 60'
question_type: LO1, LO2, LO3, LO4, LO5, LO6, LO7, LO8, LO9, LO10, LO11
no_question: Multiple choice
knowledge_and_skill: 50
grading_guide: Test the acquainted knowledge which student obtained from the course.
note: Exam room

Schedule:
session: Course introduction
learning_outcomes: I
materials: MKT209m_1
session: Course Introduction (cont.)
learning_outcomes: I
session: Course 1: The Strategy of Content Marketing
Chapter 1: The Content Marketing Ecosystem (P1)
1. Video: The Strategy of Content Marketing Introduction
2. Video: What Should Content Do?
3. Video: Overview of the Structure for Effective Content
learning_outcomes: T
session: AI for Content Creation and Ideation
learning_outcomes: T
session: Chapter 1: The Content Marketing Ecosystem (P2) 1. Video: Building Your Professional Brand
2. Video: Tips for Building Your Professional Brand
3. Discussion Prompt: Building Your Professional Brand
learning_outcomes: IT
session: Chapter 1: The Content Marketing Ecosystem (P2)
4. Video: I Have My Site, Now What?
5. Video: Interview with Stefanie Flaxman - Editor-in-Chief
6. Video: Interview with Stefanie Flaxman - Content Calendar
learning_outcomes: IT
session: AI for Content Optimization and Personalization
learning_outcomes: T
session: Chapter 2: The Strategic Context (The 7A Framework) (P1)
4. Video: Stealing Headlines for Attention
5. Video: Capturing Audience Attention
6. Discussion Prompt: Writing Headlines
learning_outcomes: T
session: Chapter 2: The Strategic Context (The 7A Framework) (P2) 1. Video: Actions Steps 1, 2, 3
2. Video: Call-to-Action & Risk Reversal
3. Video: Expanding Your Network
4. Video: Your "About" Page
learning_outcomes: TU
session: Chapter 2: The Strategic Context (The 7A Framework) (P2)
5. Discussion Prompt: Your "About Me" Page
6. Video: The Last 2 A's of the Framework: Authority & Audience
7. Discussion Prompt: The 7A Framework
learning_outcomes: TU
session: AI for Social Media Marketing
learning_outcomes: T
session: Chapter 3: Mapping the Journey: Crafting a Content Marketing Strategy 5. Video: Experience Maps
6. Video: Two Keys to Creating Irresistible Content
7. Reading: Internet Marketing for Smart People
learning_outcomes: T
session: Individual and group assigment introduction and guidline
session: Individual and group assigment introduction and guidline
session: AI for Content Distribution and Amplification
learning_outcomes: T
session: Chapter 4: The Strategic Types of Content (P1) 4. Video: Action Content
5. Video: Making Action Content Actionable
6. Video: Authority Content
learning_outcomes: T
session: Chapter 4: The Strategic Types of Content (P2) 1. Reading: How to Create Content That Converts
2. Reading: How to Write Magnetic Headlines
learning_outcomes: TU
session: The Future of AI in Content Marketing
learning_outcomes: TU
session: Chapter 5: Managing Your Content (P1) 1. Video: Managing Your Content
2. Video: Ethics and Professionalism
3. Video: Plagiarism and Copyright Law
learning_outcomes: T
session: Chapter 5: Managing Your Content (P1)
4. Video: Introduction to Metrics
5. Video: What Data Should I Pay Attention To?
6. Video: Multimedia Content - Visuals
7. Video: Multimedia Content - Audio and Video
learning_outcomes: T
session: Chapter 5: Managing Your Content (P2) 1. Reading: Landing Pages (How to Turn Traffic Into Money)
learning_outcomes: TU
session: Chapter 5: Managing Your Content (P2)
2. Reading: Effective Content Promotion
learning_outcomes: TU
session: Group Assigment Q&A
session: Course 2: Brand & Content Marketing
Chapter 6: Brand and content marketing. 1. A Brand New World (and a crazy one) 2. Video: ‘Every top company becomes a media company’
3. Video: The Content Market Revolution
learning_outcomes: T
session: Course 2: Brand & Content Marketing
Chapter 6: Brand and content marketing.
4. Video: The Change in Media Consumption Habits
5. Video: The Need for Meaning in the ‘Liquid’ Era
6. Customer Logic vs Company Logic
7.Don’t Write What You Know
learning_outcomes: T
session: Chapter 7: THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM
1. Video: The ‘Death’ of Newspapers
2. Reading: Compulsory: A once unimaginable scenario: No more newspapers - Douglas McLennan and Jack Miles:
3. Video: Branded Journalism’s Rising Prominence in Media
4. Video: Headlines, Clickbaits and Deception
learning_outcomes: T
session: Chapter 7: THE RISE OF BRANDED CONTENT: HOW TO CREATE QUALITY JOURNALISM
5. Video: Where are the stories?
6. Video: Newsworthiness for Marketing Purposes
7. Video: Thinking as a Good Journalist: Quality
8. Video: Transparency and Credibility: The Road to Earned Media
learning_outcomes: T
session: Chapter 8: CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES
1. Video: What’s old is new again
2. Video: Nothing Is Beyond the Scope of Human Interest
3. Video: Unique Stories: Connecting With the Audience
learning_outcomes: TU
session: Chapter 8: CONNECTING WITH THE AUDIENCE THROUGH UNIQUE, MEMORABLE STORIES
4. Video: Stories and Saturated Audiences
5. Video: What Makes a Good Story 6. Video: Style and Coherence: Different Companies, Different Media, Different Stories 7. Video: Inbound Marketing: A Long-Term Publishing Strategy
learning_outcomes: TU
session: Chapter 9: WE LIVE IN A BRAND ENTERTAINMENT WORLD (p1)
1. Video: A Multiplatform Transmedia Challenge
2. Video: What is Branded Entertainment: Interview with Jaime Dezcallar - Creative and Filmmaker
3. Video: Content Discovery
4. Video: Prolonged User Attention: Interview with Jorge Martinez - Head of Publishers Outbrain
learning_outcomes: T
session: Chapter 9: WE LIVE IN A BRAND ENTERTAINMENT WORLD (p1)
5. Video: Movies in the Service of Brands
6. Video: Self-sufficient plots to build long-lasting connections: interview with Ana Folgueira - Production Director at Llorente y Cuenca
7. Video: Audiences, virality and new gatekeepers: Interview with Ana Folgueira - Production Director at Llorente y Cuenc 8. Reading: Branded Content: The What, Why, When and How - The Mission Podcasts
learning_outcomes: T
session: Chapter 9: WE LIVE IN A BRAND ENTERTAINMENT WORLD (p2) 1. Video: We Don't Own Our Stories Anymore
2. Video: ‘In social platforms you can really segment the message that you’re sending’: Interview with Dani Marote – CEO at Hydra Social Media
3. Video: ‘Our only pattern is finding how we can give value to the user so we can get their attention and then a call to action’: Interview with Dani Marote – CEO at Hydra Social Media
4. Video: Choosing the Right Format for a Piece of Content
learning_outcomes: TU
session: Chapter 9: WE LIVE IN A BRAND ENTERTAINMENT WORLD (p2)
5. Video: Success Stories in Branded Conten
6. Video: ‘Our only pattern is finding how we can give value to the user so we can get their attention and then a call to action’: Interview with Dani Marote – CEO at Hydra Social Media
7. Reading: The ultimate step-by-step guide to understanding gamification - Gamelearn
8. Reading: Playing for Keeps: How Brands Should Use Gamification - The Content Strategist
learning_outcomes: TU
session: Individual submition & Quiz 1
session: Review Quiz 1
session: Course 3: Social Media Management
Chapter 10: Establish Your Presence
1. Video: Steps to Set Up a Social Media Presence
2.Video: Establishing a Presence on Facebook
3.Video: Establishing a Presence on Instagram
4.Video: What Is a Brand and Why You Need One
learning_outcomes: IT
session: Course 3: Social Media Management
Chapter 10: Establish Your Presence
5.Video: The EPIC Brand Framework
6.Video: Brand: Existence
7.Video: Brand: Purpose
8.Video: Brand: Identity
9.Video: Brand: Connection
learning_outcomes: IT
session: Chapter 11: Social Media Content
1.Video: Social Media Content Overview
2.The Role of Content in Social Media
3.Anatomy of a Social Media Post
4.Anatomy of a Facebook Post
5.Anatomy of an Instagram Post
learning_outcomes: T
session: Chapter 11: Social Media Content
6.The Role of Text in Posts
7.The Role of Images in Posts
8.The Role of Video in Posts
9.Creating a Post on Facebook
10.Creating a Post on Instagram
learning_outcomes: T
session: Chapter 12.1: Social Media Content Management (P1)
1. Video: Social Media Content Management Overview
2. Identify What to Post
3.Topics to Post About
learning_outcomes: T
session: Chapter 12.1: Social Media Content Management (P1)
4.Using Storyboards to Plan Your Content
5.Creating a Storyboard
6. What Makes Content Viral? 7. Video: Using a Content Calendar
8. Creating a Content Calendar
learning_outcomes: T
session: Chapter 12.2: Social media content management (P2) 1.Repurposing Content
2.Auditing Content
3.Building a Following on Social Media
4. Interacting and Moderating on Social Media
learning_outcomes: TU
session: Chapter 12.2: Social media content management (P2)
5. Managing Your Social Media Presence
6. Social Media Content Management Conclusion
7. Reading: Facebook Page Roles and Permissions
8. Manage and Moderate Your Online Presence
9. Three-Month Content Calendar Template
learning_outcomes: TU
session: Chapter 13: Evaluate Your Efforts
1. Video: Evaluate Your Efforts Overview
2. Measure What Matters
3. Facebook Page Insights
4. Instagram Insights
learning_outcomes: T
session: Chapter 13: Evaluate Your Efforts
5. Iterating on Your Content Calendar
6. Evaluate Your Efforts Conclusion
7. Reading: How to Uncover Job Opportunities
learning_outcomes: T
session: Course 4: Use Mailchimp to Build an E-mail Marketing Campaign Chapter 14: Use Mailchimp to Build an E-mail Marketing Campaign
1. Video: Introduction to Mailchimp and create a Mailchimp account.
2. Video: Tour Mailchimp and set your audience.
3. Video: Create an email campaign.
learning_outcomes: T
session: Course 4: Use Mailchimp to Build an E-mail Marketing Campaign Chapter 14: Use Mailchimp to Build an E-mail Marketing Campaign
4. Video: Design and edit your email campaign.
5. Finish your email campaign design.
6. Send your email campaign.
learning_outcomes: T
session: Submit Group Assignment
learning_outcomes: TU
session: Submit Group Assignment
learning_outcomes: TU
session: Quiz 2
learning_outcomes: TU
session: Review quiz 2
learning_outcomes: TU
session: Submit Certificate
learning_outcomes: U
session: Submit Certificate
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U
session: Final Project Presentation
learning_outcomes: U