DMK 104 - Content Management: Creating and Utilizing Dynamic Digital Content C21
Required Course Materials:
Handley, A. (2014). Everybody writes: Your go-to guide to creating ridiculously good content. Hoboken, NJ: John Wiley & Sons, Inc.
Optional Course Materials:
Learn advanced practices of content marketing. Expand and grow your skills in writing for the web with digital storytelling, video, and image marketing, as well as user experience and user interface design. Bridge new media with traditional marketing practices and develop awareness of emerging new media trends that will affect the role of the strategic digital marketer.
Upon completion of this course, students will:
- Explain how to use various digital marketing tools to support a brand’s identity, voice and tone.
- Develop digital content for a variety of audiences to maximize messaging reach and impact.
- Describe the metrics and analytics tools that are appropriate for evaluating the performance of digital content.
- Identify channels of content distribution that align with user preferences to create an engaged digital community.
- Create a content marketing strategy to optimize a brand’s digital footprint and reputation.
The final grade is calculated based on the following components:
Discussion Participation: 20%
User Persona: 15%
Blog Post: 15%
Content Calendar: 20%
Content Marketing Strategy: 30%
This course is designed to present the fundamental concepts and theories in content management, creating and utilizing dynamic digital content and promote the application to the workplace and professional practice. Course activities will include instructor presentations, required readings and experiential learning activities (i.e. case studies, group discussions, projects, etc.).
Course assignments are submitted to the appropriate A2L Assignment folder by the specified due date
Late assignments will be subject to a 2% per day late penalty (includes weekends and holidays) for up to seven (7) days. After this date, no assignments will be accepted and a grade of zero (0) will be applied. Extensions for course work must be approved by the instructor before the due date (see Academic Regulations below), and will be granted for illness or emergencies only. Students may be asked to submit supporting documentation for an extension request.
Policy & Procedures:
Academic Regulations (Attendance, Coursework, Tests/Exams):
In accordance to McMaster University’s General Academic Regulations, “it is imperative that students make every effort to meet the originally scheduled course requirements and it is a student’s responsibility to write examinations as scheduled.” Therefore, all students are expected to attend and complete the specific course requirements (i.e. attendance, assignments, and tests/exams) listed in the course outline on or by the date specified. Students who need to arrange for coursework accommodation, as a result of medical, personal or family reasons, must contact the course instructor within 48 hours of the originally scheduled due date. It is the student’s responsibility to contact the Program Manager to discuss accommodations and procedures related to deferred tests and/or examinations within 48 hours of the originally scheduled test/exam, as per policy. Failure to contact the course instructor, in the case of missed coursework, or the Program Manager, in the case of a missed test/examination, within the specified 48-hour window will result in a grade of zero (0) on the coursework/exam and no further consideration will be granted.
*Note: Supporting documentation will be required but will not ensure approval of accommodation(s).
You are expected to exhibit honesty and use ethical behaviour in all aspects of the learning process. Academic credentials you earn are rooted in principles of honesty and academic integrity. Academic dishonesty is to knowingly act or fail to act in a way that results or could result in unearned academic credit or advantage. This behaviour can result in serious consequences, e.g. the grade of zero on an assignment, loss of credit with a notation on the transcript (notation reads: “Grade of F assigned for academic dishonesty”), and/or suspension or expulsion from the university.
It is your responsibility to understand what constitutes academic dishonesty. For information on the various types of academic dishonesty please refer to the Academic Integrity Policy, located at http://www.mcmaster.ca/academicintegrity/
The following illustrates only three forms of academic dishonesty:
- Plagiarism, e.g. the submission of work that is not one’s own or for which other credit has been obtained.
- Improper collaboration in-group work.
- Copying or using unauthorized aids in tests and examinations.
Students with disabilities who require academic accommodations must contact the Student Accessibility Centre (SAS) to meet with an appropriate Disability Services Coordinator. To contact SAS, phone 905-525-9140 ext. 28652, or email email@example.com. For further information, consult McMaster University’s Policy for Academic Accommodation for Students with Disabilities.
In this course, we will be using on-line elements, which may include email, Avenue to Learn, WebEX, and external web sites. Students should be aware that, when they access the electronic components of this course, private information such as first and last names, user names for the McMaster e-mail accounts, and program affiliation may become apparent to all other students in the same course. The available information is dependent on the technology used. Continuation in this course will be deemed consent to this disclosure. If you have any questions or concerns about such disclosure please discuss this with the course instructor.
In this course, we will be using a web-based service (Turnitin.com) to
reveal plagiarism. Students will be expected to submit their work
electronically to Turnitin.com so that it can be checked for academic
dishonesty. Students who do not wish to submit their work to Turnitin.com
must still submit a copy to the assigned Assignment folder and add a note in
the comment section that they do not wish to have the paper scanned by
Turnitin. Those files will not be selected for submission. No penalty
will be assigned to a student who does not submit work to Turnitin.com.
All submitted work is subject to normal verification that standards of academic
integrity have been upheld (e.g., on-line search, etc.). To see the
Turnitin.com Policy, please go to www.mcmaster.ca/academicintegrity.
The instructor reserves the right to modify elements of the course and will notify students accordingly.
Course Withdrawal Policy:
Policies related to dropping a course and course withdrawals are posted to the Centre for Continuing Education’s program webpage, FAQs & Policies (https://www.mcmastercce.ca/cce-policies#Dropping).
| Topic & Readings
|| Assignments/Graded Components
|Module 1: Brand Identity and Image Marketing
|Module 2: User Experience (UX) and User Interface Design (UID)
|Module 3: Web Marketing
Assignment 1: User Persona
|Module 4: Social Media Marketing
|Module 5: Writing for the Web
|Module 6: Multimedia Content
Assignment 2: Blog Post
|Module 7: Curating Content
|Module 8: Integrating Content
|Module 9: Distributing Content
Assignment 3: Content Calendar
|Module 10: Content Tools
|Module 11: New Metrics
|Module 12: Trends and Forecasts
Assignment 4: Content Marketing Strategy