AMN426 Content Creation and Management
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMN426 |
|---|---|
| Prerequisite(s): | 24 credit points of completed Postgraduate study |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $4,092 |
| International unit fee | $4,584 |
Unit Outline: Semester 1 2024, Gardens Point, Internal
| Unit code: | AMN426 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 24 credit points of completed study |
| Coordinator: | Jenny Doig | jennifer.doig@qut.edu.au |
Overview
Content creation is an essential part of advertising, marketing and any communication strategy. Creating new, valuable, up-to-date content increases organic search traffic and improves brand positioning in search engine results. Further, high-quality content establishes the authority of a brand, builds relationships with consumers and ignites social sharing. Therefore, being able to produce content that is strategic, relevant and engaging is an important and employable skill in agencies and in organisations. This unit introduces students to principles and skills for creating content and managing online communities, and deepens students' understanding of data-informed decision making.
Learning Outcomes
On successful completion of this unit you will be able to:
- Investigate brand environments to identify consumer insights and develop effective content creation strategies.
- Critically analyse real-world brand data to develop strong content pillars and organise brand content effectively.
- Create different types of content to suit a variety of platforms and purposes, aligned with content pillars and stakeholder needs.
- Publish, manage and respond to content using a variety of online platforms in real time to realise strategic objectives.
Content
The unit will be structured into three modules.
MODULE 1: Content Strategy
The first module explains what content creation is and the important role of strategy in developing content. Students will develop content pillars (used widely by industry) to strategically frame their messages.
MODULE 2: Content Creation
This module explores different kinds of content and different kinds of platforms, including well-used and emerging platforms.
MODULE 3: Content Management
This module will help students develop content calendars and develop strategies to manage and amplify the brand message.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit is delivered to online and on-campus students as an integrated learning experience. Students chose from how they want to learn, the platforms they want to learn from and when they want to learn, according to their learning preferences from a wide array of online resources spanning multiple modes. Students' learning experience comprises three parts: (1) Learning - where students access the specially developed learning content to understand the key concepts (which make up the topic area of the unit) and the main theories (which explain these concepts); (2) Understanding and Applying - using interactive workshops in-class and online to apply unit content (key concepts and theories) and develop practical understanding; and (3) Practicing and Mastering - relating to the practice and development of professional competence in the assessment tasks.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Content Strategy
Students use research to investigate the brand environment, current trends and identify consumer insight to underpin the content creation strategy. This is visualised as content pillars and supported by theory.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2)
This is an assignment for the purposes of an extension.
Assessment: Content Creation
Students use the content pillars from Assessment 1 to create content for different kinds of platforms.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), PC (3.1), SE (5.2)
This is an assignment for the purposes of an extension.
Assessment: Content Management
Students build a content calendar and community management plan to seed, support and amplify the content created in Assessment 2.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no prescribed textbook.
Recommended text(s)
Two chapters are recommended from the following textbook:
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd.
Chapter 7: Consumer Insight and Strategy
Chapter 10: Creative Strategy
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Unit Outline: Semester 1 2024, Online
| Unit code: | AMN426 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 24 credit points of completed study |
Overview
Content creation is an essential part of advertising, marketing and any communication strategy. Creating new, valuable, up-to-date content increases organic search traffic and improves brand positioning in search engine results. Further, high-quality content establishes the authority of a brand, builds relationships with consumers and ignites social sharing. Therefore, being able to produce content that is strategic, relevant and engaging is an important and employable skill in agencies and in organisations. This unit introduces students to principles and skills for creating content and managing online communities, and deepens students' understanding of data-informed decision making.
Learning Outcomes
On successful completion of this unit you will be able to:
- Investigate brand environments to identify consumer insights and develop effective content creation strategies.
- Critically analyse real-world brand data to develop strong content pillars and organise brand content effectively.
- Create different types of content to suit a variety of platforms and purposes, aligned with content pillars and stakeholder needs.
- Publish, manage and respond to content using a variety of online platforms in real time to realise strategic objectives.
Content
The unit will be structured into three modules.
MODULE 1: Content Strategy
The first module explains what content creation is and the important role of strategy in developing content. Students will develop content pillars (used widely by industry) to strategically frame their messages.
MODULE 2: Content Creation
This module explores different kinds of content and different kinds of platforms, including well-used and emerging platforms.
MODULE 3: Content Management
This module will help students develop content calendars and develop strategies to manage and amplify the brand message.
QUT Business Capabilities (Postgraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations in national and international business contexts.
Learning Approaches
This unit is delivered to online and on-campus students as an integrated learning experience. Students chose from how they want to learn, the platforms they want to learn from and when they want to learn, according to their learning preferences from a wide array of online resources spanning multiple modes. Students' learning experience comprises three parts: (1) Learning - where students access the specially developed learning content to understand the key concepts (which make up the topic area of the unit) and the main theories (which explain these concepts); (2) Understanding and Applying - using interactive workshops in-class and online to apply unit content (key concepts and theories) and develop practical understanding; and (3) Practicing and Mastering - relating to the practice and development of professional competence in the assessment tasks.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Content Strategy
Students use research to investigate the brand environment, current trends and identify consumer insight to underpin the content creation strategy. This is visualised as content pillars and supported by theory.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2)
This is an assignment for the purposes of an extension.
Assessment: Content Creation
Students use the content pillars from Assessment 1 to create content for different kinds of platforms.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), PC (3.1), SE (5.2)
This is an assignment for the purposes of an extension.
Assessment: Content Management
Students build a content calendar and community management plan to seed, support and amplify the content created in Assessment 2.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), SE (5.1)
This is an assignment for the purposes of an extension.
Academic Integrity
Students are expected to engage in learning and assessment at QUT with honesty, transparency and fairness. Maintaining academic integrity means upholding these principles and demonstrating valuable professional capabilities based on ethical foundations.
Failure to maintain academic integrity can take many forms. It includes cheating in examinations, plagiarism, self-plagiarism, collusion, and submitting an assessment item completed by another person (e.g. contract cheating). It can also include providing your assessment to another entity, such as to a person or website.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Further details of QUT’s approach to academic integrity are outlined in the Academic integrity policy and the Student Code of Conduct. Breaching QUT’s Academic integrity policy is regarded as student misconduct and can lead to the imposition of penalties ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
There is no prescribed textbook.
Recommended text(s)
Two chapters are recommended from the following textbook:
Belch, Belch, Kerr, Powell and Waller (2020). Advertising: An Integrated Marketing Communication Perspective (4th ed.). McGraw-Hill Australia Pty Ltd.
Chapter 7: Consumer Insight and Strategy
Chapter 10: Creative Strategy
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.