Students know the various content formats and can work on them. They are able to develop a content strategy and implement it with selected content marketing tools.

None

Content management is a key element in operational digital marketing. Different formats have to be prepared and adjusted for different operational areas.

• content formats
• operational content marketing
• storytelling
• content strategy
• content marketing tools

• Hilker C. (2017): Content Marketing in der Praxis: Ein Leitfaden - Strategie, Konzepte und Praxisbeispiele für B2B- und B2C-Unternehmen. Springer Gabler.
  
• Löffler M. (2014): Think Content!: Content-Strategie, Content-Marketing, Texten fürs Web. Rheinwerk Computing.

Lecture, group work on case study, use of content marketing tools

Presentation (20%)
Participation content marketing tool (10%)
Report on case study (70%)