Department of Media & Design

Content Strategy

My Studies

 

Curriculum

1. Semester

Brand, Identity & Message | Integrated course (iL) | Coursecode: 200778105 Brand Values & Message Architecture 3 SWS 3 ECTS
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.
Brand, Identity & Message | Integrated course (iL) | Coursecode: 200778106 Content Audits 1 SWS 1 ECTS
Basics of content audits
Types of audits
Purpose & usage
Defining criteria
Organisational considerations
Using analytics
Basics of web analytics
Relevant tools
Central elements of web analytics
Relevant metrics for web analytics
Use of web analytics for content audit
Content Analysis | Project thesis (PT) | Coursecode: 200778110 Workshop: Content Analysis 2 SWS 10 ECTS
This course is primarily about getting familiar with the steps to take during the process of a content strategy project. The project must be completed within a tight timeframe. Above all, however, the students get to know the networking of the topics of the semester and the practical projects. The course is based on the content developed during the semester.
Digital Strategy | Integrated course (iL) | Coursecode: 200778104 Business Strategy for Digital Markets 2 SWS 2 ECTS
Digital Transformation
Understanding of digitalization as a driving force for business strategy
Innovation and disruptive innovation
Digital value creation chains
E-commerce
Identification of international trends of digital activities in the competitive environment
Consolidation of data, identification of patterns, trends, derivation of hypotheses
Reputation and trust in the digital economy
Best practice examples
Digital Strategy | Integrated course (iL) | Coursecode: 200778103 Stakeholder Analysis and Digital Strategy 2 SWS 2 ECTS
Identification of the different stakeholders of content and content strategy projects
Research about stakeholders and their involvement
Communication with stakeholders before and during a content strategy project
Introduction to Content Strategy | Integrated course (iL) | Coursecode: 200778101 Kickoff Workshop: What is Content Strategy? 2 SWS 2 ECTS
- Core elements of content strategy,
- Principles and theory of content strategy
- History and actual situation of the discipline
- Content strategy Community of Practice
- Core deliverables and methodology
- Deliverables in a technology-related strategy
- Overview of the professional field of content strategy
Introduction to Content Strategy | Integrated course (iL) | Coursecode: 200778102 Online Socialization 2 SWS 2 ECTS
The students form an online learning group in a moderated online process.
Open Space & Portfolio 1 | Integrated course (iL) | Coursecode: 200778109 Open Space and Portfolio 1 2 SWS 4 ECTS
Discussion of the aspects of current developments relevant to the work of content strategists
- developments against the background of current literature
- Open Space
- The topics covered relate to the main modules offered during the semester.
- A lecture series with permanent hosts, to which external guest speakers can be invited, is part of the course.
- The publication of articles for the programme's OER site is an essential part of this course. Editorial processes will be tested using practical examples.
Platforms & Content Management | Integrated course (iL) | Coursecode: 200778107 Digital Publication Platforms 2 SWS 2 ECTS
- Basic Internet technologies e.g.: TCP/IP, DNS, HTTP
- Web frontend technologies: HTML, CSS
- Introduction into markup languages (e.g. XML & Markdown)
- Basic (web) typography
- Semantic web
- Digitatal publication platforms: The Web, Apps, other digital distribution channels
- Social networks
- Hardware trends
- Accessibility & diversity for digitale content
- Content Distribution Networks
Platforms & Content Management | Integrated course (iL) | Coursecode: 200778108 Introduction to Content Management 2 SWS 2 ECTS
Technologies and methods for device independent management of digital content
- Data storage, databaaes
- Indexing, searching
- Metadata
- Versioning systems
- CMS architectures
- Serverless computing

2. Semester

Collecting Data & Monitoring | Integrated course (iL) | Coursecode: 200778203 Monitoring & Web Analytics 2 SWS 2 ECTS
Basics of social media monitoring & analytics
Supplementary overview of social media publishing / engagement)
Relevant tools in the global / DACH market
Legal aspects of the use of social media monitoring & analytics
Central elements of social media monitoring & analytics
Relevant metrics for social media monitoring & analytics
Usage scenarios & metrics (topics, crisis PR, influencer marketing, content marketing, share of buzz, reach etc.)
Use of social media analytics for content analysis
Usage of analysis results for content planning and optimization
Collecting Data & Monitoring | Integrated course (iL) | Coursecode: 200778204 Quantitative Social Research 2 SWS 2 ECTS
Overview of the most important quantitative empirical research methods
Data collection and data analysis (with a free software environment)
Content & User Experience Design | Tutorial (Ue) | Coursecode: 200778202 Qualitative social research 1 SWS 1 ECTS
Overview of the most important qualitative research methods
Content & User Experience Design | Integrated course (iL) | Coursecode: 200778201 User Experience & Interaction Design 3 SWS 3 ECTS
Introduction to the practice of user research and user interface design (e.g. co-creation, collaborative design, participatory design, research-based design etc.).
The interplay between content strategy and user experience (and vice versa)
Evaluate organization, labelling, search, and navigation systems within digital and physical spaces and develop a sound structure to support usability, findability, and understanding.
UX Writing
Content for complex environments | Integrated course (iL) | Coursecode: 200778207 Developing Content for Complex Digital Environments 2 SWS 2 ECTS
Trends and state of the art for content in complex environments
Technical requirements for content
Nature and characteristics of digital texts
Writing for various digital channels & platforms
Developing and delivering of textual content being delivered on multiple platforms and channels
Creation of content elements and content containers in terms of interoperability
Best practices for structured content environments
Search engine functionality & content metadata practices
Principles of SEO and onsite search, current developments and relevance to content strategy
Basics of content production, curation and evaluation.
Standards for content, especially for textual content.
Tone of voice and style guides
Content for complex environments | Integrated course (iL) | Coursecode: 200778208 Information Architecture 2 SWS 2 ECTS
Introduction to the practice of information architecture
Exploration of how information architecture intersects with and supports related disciplines that comprise an enterprise content strategy
Placemaking
Organization principles
Labelling
Navigation
Search
Open Space & Portfolio 2 | Integrated course (iL) | Coursecode: 200778209 Open Space & Portfolio 2 2 SWS 4 ECTS
The content of the course is related to the subjects taught during the semester. For portfolio building, participants use a blog or blog-like tool to control, document and discuss learning. The discussions will be moderated by the teachers. They expand their personal web presence step by step and document the competencies they have acquired based on their projects during their studies. A lecture series with permanent hosts, to which external guest speakers can be invited, is part of the course.
Workshop: Design Research | Project thesis (PT) | Coursecode: 200778210 Workshop: Design research 2 SWS 10 ECTS
Carrying out an empirically grounded research project as well as its ongoing documentation and discussion. There are e.g. the following options: doing quantitative, qualitative or mixed methods research, making a network analysis, carrying out an interview-based survey accompanied by statistical evaluation, usability study or applying digital methods.
Within the course, a variety of methods are being presented so that the participants are able to reflect upon their areas of application and are aware of their limitations.
Writing & Storytelling | Integrated course (iL) | Coursecode: 200778206 Cross-platform storytelling 2 SWS 2 ECTS
Theoretical and practical knowledge for the conception, commissioning, analysis and production of videos and multimedia projects.
Planning of multimedia content
Creation of multimedia content:
Video production, the elements of light, movement, colors, lenses and camera equipment
Secure handling of multimedia content
Writing & Storytelling | Integrated course (iL) | Coursecode: 200778205 Writing, Editing & Curating 2 SWS 2 ECTS
Criteria of high-quality texts
Editorial requirements for content
Editing and curating of web content and of other digital content
Current approaches to storytelling
Theories and models that can help in the development of stories
Integrating rich media with text-based content

3. Semester

Content Modelling | Integrated course (iL) | Coursecode: 200778303 Domain Modelling & Content-Types 2 SWS 2 ECTS
How to architect a content ecosystem, when there is a technical component to the content strategy. A content model is a representation of the types of content and their inter-relationships, represented in a document that describes the proposed content model and explains the use of components in a standard way.
Analysis of editorial structures, and extrapolation of related semantic technical structures that can be implemented in content management systems.
Development of a content model that begins with domain modelling, customer journeys, taxonomies, content types, and content flows.
Examination of all the components of a content model,
Understanding how they work together, and how to use the model to accrue business benefits from content.
Understand the business objectives that can be influenced by a content model (such as multichannel delivery, omnichannel marketing, personalised content, adaptive content)
How to use genre analysis to categorise content
Learn how to create a domain model
Use customer journeys to inform the content model
Contribute terms to taxonomy to enable the model
Develop content types that aggregate into a content model
Develop content flows that explain how to implement content types
Analyse the editorial aspects of content
Content Modelling | Integrated course (iL) | Coursecode: 200778304 Metadata & Taxonomies 2 SWS 2 ECTS
Organization of content through taxonomies
Definition of terms and relationships
Formats for Taxonomies
Metadata formats
Metadata and Search
Semantic Networks and Linked Data
Manual and automated generation of taxonomies, metadata and indices
Taxonomy management in companies
Metadata strategies in companies
Editorial Processes & Project Management | Integrated course (iL) | Coursecode: 200778301 Editorial and topic planning 2 SWS 2 ECTS
Content planning for relevant channels and platforms (e.g. social media, mail and newsletter, corporate blogs, white papers)
Documents and tools required for optimal content planning of an ongoing editorial and publication process
Content templates
Guidelines for tonality
Creation and optimization of editorial plans and editorial calendars
Topic identification
Editorial Processes & Project Management | Integrated course (iL) | Coursecode: 200778302 Strategic organizational communication 2 SWS 2 ECTS
How the Internet, Social Media and changing media consumption challenge Corporate Communications.
Open Space & Portfolio 3 | Integrated course (iL) | Coursecode: 200778307 Open Space & Portfolio 3 2 SWS 4 ECTS
The content of the course is related to the subjects taught during the semester. For portfolio building, participants use a blog or blog-like tool to control, document and discuss learning. The discussions will be moderated by the teachers. They expand their personal web presence step by step and document the competencies they have acquired based on their projects during their studies.
Workflows & Governance | Integrated course (iL) | Coursecode: 200778306 Data-driven Content Business 2 SWS 2 ECTS
Content strategy & planning
Social media Management
Community Analytics
KPI / performance measurement
Crisis communication
Messengers & chatbots
Reporting & optimization (including Growth Hacking)
Editorial workflow
Content Controlling
Content-ROI
Workflows & Governance | Integrated course (iL) | Coursecode: 200778305 Editorial Processes & Project Management 2 SWS 2 ECTS
Training of management skills for overseeing projects and reflection of role in a project, an organisation and between organisations.
Agile methods in project management
Design Processes: Agile vs. Waterfall vs. Design Thinking, Lean vs. Agile,
Basics of project management in communications are covered
Introduction to the implementation of user-centred content strategy processes with a focus on workflow and governance issues.
Tools, practical experience in digital governance.
Digital Governance
Content Operations
Leadership ("Digital Leadership")
Tools
Workshop: Strategic project definition | Project thesis (PT) | Coursecode: 200778308 Workshop: Strategic project definition 2 SWS 10 ECTS
Analytical and conceptual skills in order to build the foundation of a whole content strategy project. The project is supposed to be closely connected to the Master's thesis.
Development of the ability to carry out the project practically and in a way that is method-driven.
Documentation and sharing of the experience gained.
Learning how to evaluate and optimize their own project work as well as the projects of their fellow students.
Elective Subjects:
Electives | Integrated course (iL) | Coursecode: 200778309 Content Design 2 SWS 4 ECTS
User-related development of content, especially for advanced digital platforms
Testing and agile improvement of content
User stories and job stories
Development of content for voice interfaces and bots
UX Writing
Electives | Integrated course (iL) | Coursecode: 200778310 Content Marketing 2 SWS 4 ECTS
Planning of efficient content
Tactics of content marketing/inbound marketing
Finding of topics
Use of storytelling for marketing purposes
Community Management
Electives | Integrated course (iL) | Coursecode: 200778311 Management of Enterprise Content and Content Operations 2 SWS 4 ECTS
Management of people, processes and infrastructure to create repeatable and scalable processes for planning, producing and administrating effective content.
Organization of content for optimal storage, retrieval, automated selection and delivery across all relevant channels.
Structuring of content into consistent modules that can be assembled as needed to meet customer needs
Ensurance of the reusability of content
Scalability of processes for optimal use of resources
Sustainability of content through independence from existing publishing platforms.
Content-relevant aspects of current content management

4. Semester

Change Management & Security | Integrated course (iL) | Coursecode: 200778401 Change Management & Internal Communication 2 SWS 2 ECTS
The students are aware of the processes that have to be used circularly in order to ensure strategic communication in the long run and to constantly develop content strategies further. - The students are able to determine a budget for the creation of content and control it. - The students aquire in-depth knowledge which is related to practice: co-ordinated interaction with the management of the organization, understanding of the processes and structures of the organization and adopting the position of an "agent of change" in the organization ("change management", giving advice and support as well as promoting changes in organizations).
Change Management & Security | Integrated course (iL) | Coursecode: 200778402 Data Security, Media Law & Media Ethics 2 SWS 2 ECTS
Data security and data protection: technical foundations
Securing data storage
Securing data processing
Securing data transfer
IT security influencing content strategy
Data security and data protection: juridical foundations and governance
GDPR / DSGVO
Urheberrecht/Persönlichkeitschutzrechte
Connections between IT security and data protection
Copyright, (Open) Licenses, Creative Commons, Free Software
Ethical and social challenges in the digitized media age
Master Thesis | Master Thesis (MA) | Coursecode: 200778404 Master's Thesis and Final Exam 0 SWS 20 ECTS
The Master's thesis should build upon the project work in the third semester and desirably on the analytical work in the second semester. One potential focus is the definition of a strategy with a corresponding foundation and the implementation of the strategy including the related processes. Other optional focuses are an evaluation, process optimization, storytelling, or responsive design.
The semester is about independently investigating a new application context for the methodology by writing a Master's thesis. The thesis will be assessed scientifically as well as professionally and should be published.

Students show that they can independently tackle an organization's business problem applying a content strategy approach. Throughout the module, a content strategy project or a significant proportion of such a project will be carried out practically and methodically as well as documented scientifically. The module is about independently investigating a new application context for the methodology by writing a Master's thesis. The thesis will be assessed scientifically as well as professionally and, if possible, be published.
Master Thesis | Seminar (Se) | Coursecode: 200778405 Master´s seminar 0.5 SWS 2 ECTS
Master thesis project and selected topics from the syllabus.
Open Space & Portfolio 4 | Integrated course (iL) | Coursecode: 200778403 Open Space & Portfolio 4 2 SWS 4 ECTS
The content of the course is related to the subjects taught during the semester. For portfolio building, participants use a blog or blog-like tool to control, document and discuss learning. The discussions will be moderated by the teachers. They expand their personal web presence step by step and document the competencies they have acquired based on their projects during their studies.
Note:

You will find the current courses of the curricula 2020 and 2014 here.