Subject: Managing content marketing (17.IM1806 )
Native organizations units: Department of Industrial Engineering and Engineering Management, Chair of Production Systems, Organization and Management
The objective of the course is to master the necessary knowledge in the field of planning, creating and managing marketing content. Acquired knowledge enables students to understand, anticipate and adapt to the dynamics of real and digital marketing environments. The objective of the course is that a graduate management engineer acquires competencies for planning, creating and managing marketing content as impertinent in a digital business environment.
Students will be trained in planning and creating compelling marketing content tailored to the identified business market segments. The graduated management engineer acquires the competencies for creating compelling marketing content and application of different formats, the use of active marketing channels and marketing metrics in order to develop quality and sustainable communication programs, created on the basis of specificities and needs of certain segments of the business market.
The role of marketing content in the digital era; Managing user experience; Development of an integrated marketing strategy strategy; Elements of content marketing plan; Creative techniques in the process of generating ideas (Brainstorming, Digital Brainstorming, DO IT, TRIZ, KANO model); Development of the timetable; Specificity of different content formats; Create effective textual content in a digital environment (WordPress, copywriting); Creating effective audio-visual marketing content; Manage events as marketing content; Distribution of content in digital marketing channels: communication techniques of digital branding (storytelling); Marketing analytics
Teaching on the subject takes place through lectures and computer exercises, accompanied by audio-visual presentations of a good practice case. In the teaching abilities, students are introduced to the essential elements of the process of creating marketing content in a digital environment, in a theoretical sense. Computer exercises stimulate individual and group work through the practical application of online tools in simulated business situations, with particular emphasis on interactive work with students and encouraging the application of theoretical knowledge in the development of marketing strategy on a particular case.
| Authors | Title | Year | Publisher | Language |
|---|---|---|---|---|
| 2013 | English | |||
| 2019 | English | |||
| 2017 | English | |||
| 2016 | English | |||
| 2017 | English |
| Course activity | Pre-examination | Obligations | Number of points |
|---|---|---|---|
| Test | Yes | Yes | 20.00 |
| Exercise attendance | Yes | Yes | 5.00 |
| Term paper | Yes | Yes | 20.00 |
| Theoretical part of the exam | No | Yes | 20.00 |
| Lecture attendance | Yes | Yes | 5.00 |
| Oral part of the exam | No | Yes | 30.00 |
Asst. Prof. Spajić Jelena
Assistant Professor
Lectures
Asst. Prof. Spajić Jelena
Assistant Professor
Computational classes
Faculty of Technical Sciences
© 2024. Faculty of Technical Sciences.
Contact:
Address: Trg Dositeja Obradovića 6, 21102 Novi Sad
© 2024. Faculty of Technical Sciences.