Content Marketing

Major: Marketing
Code of subject: 6.075.04.E.124
Credits: 3.00
Department: Marketing and Logistics
Lecturer: PHD Kapral Olha
Semester: 8 семестр
Mode of study: денна
Learning outcomes: 1. Apply the acquired theoretical knowledge to solve practical tasks in the field of marketing. 2. Identify functional areas of marketing activities market entity and their relationships in the management system, calculate the relevant indicators that characterize the effectiveness of such activities. 3. Perform functional duties in the group, offer sound marketing decisions. 4. Ability to demonstrate knowledge in the field of Internet marketing. 5. Manage sales in the field of goods and services, promote the brand on the Internet, use SEO site and SMM marketing opportunities to enhance efficiency of sales efforts of the enterprise. 6. Reporting to specialists and non-specialists information, ideas, problems, solutions and personal experience in the field of professional activity. 7. Ability to effectively form a communication strategy. 8. Responsibility for professional development of individuals and / or groups of people 9. Ability to further study with a high level autonomy
Required prior and related subjects: Prerequisites: - procurement marketing - logistics
Summary of the subject: - Theoretical foundations of content marketing analysis - Content development and promotion - Content marketing strategy and its effectiveness - Creation and optimization of content texts. Text as a content marketing tool - Content marketing of social networks - Content marketing of electronic messages - Content marketing of blogs - Content marketing in the MR - Specifics of content marketing development in Ukraine
Assessment methods and criteria: Current control (CC) 100 point: Oral survey: 10 points Written survey: 20 points Performing practical tasks: 30 points Execution of laboratory works: 20 points Current tests: 20 points
Recommended books: 1. Content Marketing Institute Official Webpage (2012) What is Content Marketing? [Електронний ресурс]/ — Режим доступу: http://contentmarketinginstitute.com/what-is-content-marketing/ 2. Маркетинг и продвижение в социальных сетях (SMM) (2012) [Електронний ресурс]/ — Режим доступу: http://www.paprikapromo.ru/services/smm 3. Кузнецова С. 10 советов по созданию контента, который люди будут расшаривать / С. Кузнецова //Texterra [Електронний ресурс]. — Режим доступу: https://texterra.ru/blog/10-sovetov-po-sozdaniyu-kontenta-kotoryy-lyudi-budut-rassharivat.html 4. Каплунов Д. А. Контент, маркетинг и рок-н-ролл. Книга-муза для покорения клиентов в нтернете / Каплунов Д. А.. М.: МИиФ. – 2017. - 384с.