The aim of the course is to introduce the learner to the dynamics and challenges of the principles practices of content writing. It introduces the concept of engaging with, and acquiring customers using the creation and sharing of content.
Learning Outcomes
On successful completion of this module the learner will be able to:
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Learning Outcome Description
LO1
To identify and explore the principles and practices of content writing and storytelling in a digital environment
LO2
To create and curate content for digital channels and map to the customer journey and personas
LO3
To develop and generate creative and original content through scripts, imagery and video for digital channels
Dependencies
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
Indicative Content
Principles of Content Writing
Content Writing Defined
The Role of Content Writing
Crafting the Story
Storytelling in a digital context
Creating the content for audience personas
Creating the personas
Mapping the content to personas
Content Creation
Creating the content - format, tone and channel formats
Search Engine Optimisation in content writing
Basic SEO for developing content
Content Management
Content editorial calendar
Content management systems
The Content Plan
Create a content plan
Module Content & Assessment
Assessment Breakdown
%
Continuous Assessment
100.00%
Assessments
Full Time
Continuous Assessment
Assessment Type
Project
% of Total Mark
100
Timing
Sem 1 End
Learning Outcomes
1,2,3
Non-marked
No
Assessment Description Learners will be required to plan and develop a content marketing plan. There will be a series of mini tasks and deliverables in week 3 6 and 9 of the term
No Project
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment
Module Workload
Workload: Full Time
Workload Type
Workload Category
Contact Type
Workload Description
Frequency
Average Weekly Learner Workload
Hours
Laboratory
Contact
Lab based instruction and tutorials
Every Week
3.00
3
Independent Learning
Non Contact
Independent Learning
Every Week
6.00
6
Total Weekly Contact Hours
3.00
Workload: Part Time
Workload Type
Workload Category
Contact Type
Workload Description
Frequency
Average Weekly Learner Workload
Hours
Laboratory
Contact
Lab based instruction and tutorials
Every Week
1.50
1.5
Independent Learning
Non Contact
No Description
Every Week
7.50
7.5
Total Weekly Contact Hours
1.50
Module Resources
Recommended Book Resources
Shaw, Mark. (2015), Copywriting: Successful Writing for design, advertising and marketing, 2nd. Laurence King Publishing Ltd, London, [ISBN: 780670003].
Supplementary Book Resources
Scott, David Meerman. (2017), The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd. Wiley, [ISBN: 978-1-118-012].
This module does not have any article/paper resources