This course offers a hands-on introduction to the fundamentals of content creation for external organizational communication. Students will explore how to craft compelling messages across a range of media platforms, including social media, email, blogs, and press releases, while gaining practical experience through real-world projects. Emphasizing strategic thinking, brand voice, and the use of digital tools, the course prepares students to develop impactful content that strengthens an organization’s public presence. The class culminates in a final portfolio project showcasing each student’s work.

After you have completed this course, you will be able to:

• Develop a comprehensive omnichannel content strategy for an organization
• Create professional-quality content that can be tailored to diverse digital platforms
• Utilize industry-standard digital tools for content creation
• Identify KPIs and leverage basic analytics to understand content effectiveness

This is a PI course (no exam); therefore, attendance (80%) is a requirement to pass this course. In case of absence, please notify the lecturer in advance.

This course is scheduled for six dates, meeting once every two weeks, and is a mixture of lecture, individual, and group learning. We will cover the basics of strategy development, content production, and analytics through hands-on application. The goal is to expose students to a wide array of industry-standard software and digital tools, so you will be crafting and refining a piece of content every 2 weeks, ultimately culminating in a final polished “client pitch” utilizing all of your work. The last two sessions are reserved for your “pitch” presentations, followed by discussions in class, so that everyone benefits from the ideas, revisions, and collaboration provided by the group.

Biweekly Assignments 60%
Attendance & Participation 10%
Final Presentation & Writeup 30%

keine gleichzeitige Anmeldung mit #2708/ do not register for course 2708, if you are registering for this one

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