Content Strategy

Brand Values & Message Architecture

Integrated course, 3.00 ECTS

 

Course content

Brand-driven content strategy: its inputs; its impact on visual design, copywriting, and user experience design; the techniques and processes you can use to integrate it into user experience design in both online and offline applications—including print, social media, and other interactive experiences.
Brand-appropriate engagements with target audiences
Content strategy for design, information architecture, copywriting, social media strategy, creative direction, and other disciplines.
Message architecture,
Message architecture to inform a content audit
Assessment of “good” content in a website or other ecosystem.
Editorial calendar of content types and channels to manifest an organization’s communication goals.

Learning outcomes

Students have
Ability to develop an editorial calendar of content types and channels to manifest an organization’s communication goals.
Ability to judge the quality of content in terms of these standards and requirements.

Recommended or required reading and other learning resources / tools

Rahel Bailie & Noz Urbina: Content strategy: connecting the dots between business, brand, and benefits
Margot Bloomstein: Content Strategy at Work
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Mode of delivery

Integrated course

Prerequisites and co-requisites

ECS

Assessment methods and criteria

Evaluation of participation; Bewertung der Tasks