MARKETNG 3007 - Content Creation and Management

North Terrace Campus - Semester 1 - 2022

This course will introduce and build on theories and concepts relevant content creation and the technologies to develop impactful digital content for contemporary business environments. Students will be shown various approaches to develop compelling narrative and digital design that engages customers in a dialogue with an organization across multiple channels. The course provides students an opportunity to develop a portfolio of digital content for an industry context

  • General Course Information
    Course Details
    Course Code MARKETNG 3007
    Course Content Creation and Management
    Coordinating Unit Marketing
    Term Semester 1
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange Y
    Assessment Tests, assignments an final exam as prescribed in first Lecture
    Course Staff

    Course Coordinator: Dr Kate Sansome


    Campus: North Terrace
    Building: Nexus 10 Tower, floor 9
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

  • Learning Outcomes
    Course Learning Outcomes
    By the end of this course, students should be able to:

    Explain principles and practices in digital content creation and management (LO1);
    Analyse and create digital content for diverse platforms and audiences (LO2);
    Identify relevant digital media content to apply in contemporary and cross-cultural media environments (LO3);
    Apply relevant frameworks to create narratives and digital images for identified target customers (LO4);
    Work individually and in teams to produce a portfolio of digital media content (LO5)
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1, 2, 4

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    2, 3, 5

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    3, 4, 5

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    3, 4, 5

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    1, 3, 4

    Attribute 6: Australian Aboriginal and Torres Strait Islander cultural competency

    Graduates have an understanding of, and respect for, Australian Aboriginal and Torres Strait Islander values, culture and knowledge.

    1, 3

    Attribute 7: Digital capabilities

    Graduates are well prepared for living, learning and working in a digital society.

    1, 2, 3, 4, 5

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

  • Learning Resources
    Required Resources
    Required readings for each week will be available via the MyUni course site. You will need to complete these readings each week prior to attending tutorials.
    Recommended Resources
    To be provided via MyUni page.
    Online Learning
    Information about online tutorials is to be provided via the MyUni page. If you are a remote student, lectures will be recorded and available to be watched via Echo360.
  • Learning & Teaching Activities
    Learning & Teaching Modes
    The course involves 2-hour lectures and 1-hour tutorials over the semester. Lectures will commence in Week 1 and will conclude in Week 12. Tutorials will commence in Week 2 and conclude in Week 12. Please attend the tutorial you are enrolled in. Attendance will be taken and participation marks will be allocated.

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    The University expects full-time students (i.e. those taking 12 units per semester) to devote a total of 48 hours per week to their studies. This means that you are expected to commit approximately 10 hours of private study outside of your regular classes. Students in this course are expected to attend all tutorials throughout the semester.
    Learning Activities Summary
    Lecture Schedule:
    Week Lecture Topic
    Week 1 Introduction to Content Marketing
    Week 2 Understanding Competitors, Audience and Other Key Stakeholders
    Week 3 Content Strategy & Ideation
    Week 4 Narrative & Storytelling
    Week 5 Producing Digital Content and Graphic Design Principles
    Week 6 Websites & Blogs (SEO)
    Week 7 Email Marketing
    Week 8 Video and Podcast Marketing
    Week 9 Social Media Marketing
    Week 10 Other Types of Content and Content Upgrades
    Week 11 Content Amplification
    Week 12 Measuring Effectiveness of Content
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    The assessment components are as follows:

    Assessment Due Date Weighting Related Learning Outcomes
    Content Critique Case Study Week 4 20% LO 1, LO 2, LO 3
    Content Marketing Strategy Report Week 10 30% LO 1, LO 2, LO 3
    Content Portfolio Week 13 40% LO 2, LO 3, LO 4, LO 5
    Tutorial Engagement Ongoing 10% LO 4, LO 5
    Assessment Detail
    To be made available on MyUni and discussed in the first lecture.

    No information currently available.

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy ( course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.