MKT 314 - Online Content Creation

This course aims to introduce students to the history, concepts, and novel potential of online content creation, helping them to hone the skillset necessary to effectively concoct, compose, and communicate persuasive online content that fully utilizes the dynamic affordances of emerging technologies. In the contemporary attention economy that characterizes life on the screen, crafting online content points toward a strategic approach for attracting prospective customers, establishing corporate identity, generating brand loyalty, and engaging with online communities through the creation, publication, and distribution of valuable information and entertaining media artifacts. In short, by placing greater emphasis on content creation, marketing opportunities are no longer confined to segment breaks within a show, instead becoming the show itself. From writing blogs to recording podcasts to streaming video, content creation online focuses on the development of various genres and modes of communication that can attract and capture a clearly defined target audience, retain and expand customer loyalty, and ultimately drive an organization’s reach and profitability. Accordingly, this course will walk students through the what, the why, and the how of online content creation, enabling students to craft more engaging stories and appeal more effectively to diverse audiences through the mastery of multimedia and digital rhetoric.

Repeatable
No

Additional Notes
Previous course number: BUSAD 114

Course credits: 4