Content Strategy

Kickoff Workshop: What is Content Strategy?

Integrated course, 4.00 ECTS


Description from application

The kickoff workshop gives an overview of the topic of content strategy and its components, methods and instruments as well as processes. It provides the basic knowledge so that the participants can perceive the components of the degree course in a meaningful manner, and it gives an idea of the processes that have to be implemented circularilly in the planning, development, and execution of content strategies. It also highlights how the input given relates to the other modules (technology, research on organizational communication, and public relations, marketing, etc.).

Learning outcome from related module

Generic competencies: - abilities to synthesize knowledge Field specific competencies: - practical and methodological competencies regarding the entire discipline of content strategy - editorial competencies After having completed the module, the student understands the duties of content strategists in organizations or agencies, as well as the critical components, instruments and methods of the discpline of content strategy, and he or she can explain the expectations users have in regard to web content, and how these expectations can match the goals of the organization. He/she knows about general standards that apply to high qualitity web content and to content which is delivered on various platforms, and he/she can judge the quality of content in terms of these standards and requirements.

Literature from related module

Books: Kristina Halvorson, Melissa Rach: Content Strategy for the Web; Erin Kissane: The Elements of Content Strategy; Ginny Redish: Letting Go of the Words
Online magazine: contents (, A List Apart (

Learning Method

Integrated course (workshop with introductory talks and exercises in groups; time to be physically present: 3 days in the first week of face-to-face instruction; 32 hours of moderated e-learning)


Evaluation of participation; reflection of the workshop in the portfolio