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Content Marketing and Planning

Content Marketing wraps communications around customers and aids them move through the various stages of the buying process

Content Marketing and Planning
  • Duration

    2 weeks
  • Weekly study

    1 hour

Explore online advertising as a means to deliver marketing messages

The speedy progression of digital media has generated new opportunities and possibilities for advertising and marketing. Powered by the proliferation of devices to access digital media, this has led to the growth of digital advertising.

Whereas traditional marketing might occur in print ads, phone communication, or physical marketing, digital marketing can happen electronically and online. This means that there are far more opportunities for brands to reach customers, including email, video, social media, and search engines.

Digital marketing is fundamental for a business and brand awareness. Digital content and marketing is so widespread that consumers now require and rely on it as a way to discover about brands.

The best digital marketers have a distinct depiction of how each digital marketing campaign aids primary goals. Ultimately digital communication is the practice of relating with people across online channels. This can include launching social media campaigns, distributing email newsletters, running banner ads, or publishing native advertising articles. Businesses can use digital communication to increase their reach, share particular messaging, and build important relationships with their audiences. As eBay founder Pierre Omidyar told Bloomberg Businessweek, “We have technology, finally, that for the first time in human history allows people to really maintain rich connections with much larger numbers of people.” Business may launch digital communication campaigns for a variety of reasons:

  • Building a brand
  • Generating awareness
  • Driving conversions
  • Creating customer experiences
  • Delivering customer service
  • Managing risk
  • Providing entertainment
  • Educating consumers

What topics will you cover?

  • Research into global consumers
  • Digital marketing process
  • SOSTAC planning
  • Online public relations
  • Reaching the milestones
  • Opportunities of using creativity in marketing communication - POST Framework
  • The process of creating and distribution content marketing
  • RACE Framework
  • Importance of website marketing for organisation
  • PESTLE Analysis
  • Introduction to social media marketing
  • Push factor PESTLE
  • Social media typology
  • Pull factor PESTLE
  • Choosing the right social media platform
  • Monitoring effectiveness

Learning on this course

You can take this self-guided course and learn at your own pace. On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

Who is the course for?

Students of the MSc Digital Marketing with Data Analytics degree

Who will you learn with?

A Senior Lecturer in Marketing at Coventry University London Campus, Joshie has delivered and designed a variety of courses within the field of Marketing across undergraduate, MSc and MBA programmes.

Who developed the course?

Coventry University

Coventry secured 5 QS Stars for Teaching and Online Learning in the QS World University Ranking 2020 and has received No. 1 in the world for Massive Open Online Courses in MoocLab’s World University Ranking 2021.

  • Established

  • Location


Learning on FutureLearn

Your learning, your rules

  • Courses are split into weeks, activities, and steps, but you can complete them as quickly or slowly as you like
  • Learn through a mix of bite-sized videos, long- and short-form articles, audio, and practical activities
  • Stay motivated by using the Progress page to keep track of your step completion and assessment scores

Join a global classroom

  • Experience the power of social learning, and get inspired by an international network of learners
  • Share ideas with your peers and course educators on every step of the course
  • Join the conversation by reading, @ing, liking, bookmarking, and replying to comments from others

Map your progress

  • As you work through the course, use notifications and the Progress page to guide your learning
  • Whenever you’re ready, mark each step as complete, you’re in control

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