Content Marketing

level of course unit

second cycle Master

Learning outcomes of course unit

Students are able to design the content of Internet presences with focus on brand formation and customer loyalty, which includes the optimization of company communications, brand structure and maintenance, guiding customers to websites and holding them there long-term.
Students learn how to create an optimal balance for the user between search engine requirements and comprehensible, useful content. They possess comprehension, analysis and transfer skills in the area of content marketing and can critically reflect and tastefully apply the effects and consequences of aesthetics on marketing content.

prerequisites and co-requisites

not applicable

course contents

The course is dedicated to the creation of content with the goal of strategic usage of target group-appropriate content in marketing. The functionalization and application of aesthetics in the area of marketing is analyzed as a foundation and critically reflected against the background of necessary diversification processes for marketing strategies (keyword “brand identity”) within the course of the “economics of attention” and the particularities of “prosumentation” (according to Töffler’s term “prosumer”) in the digital age.

recommended or required reading

- Franck, G. (1998): Ökonomie der Aufmerksamkeit. Dt. Taschenbuchverlag
- Hilker, C. (2017): Content Marketing in der Praxis, Ein Leitfaden - Strategie, Konzepte und Praxisbeispiele für B2B- und B2C-Unternehmen. Springer Gabler
- Pulizzi, J. (2013): Epic Content Marketing: How to tell a Different Story, Break Through the Clutter, and Win more Customers by Marketing Less, McGrawHill Education.
- Sheridan, M. (2017): They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today's Digital Consumer, Wiley.