JOUR5253

In today’s disruptive world of digital and social communications, brands/organizations have found it necessary to become content publishers. This course will expose students to evolving, highly dynamic best practices in content strategy and brand journalism. The course will consider how editorial strategies, emerging technologies and digital delivery platforms can lead to more effective content creation, distribution, audience engagement and measurement.

Students will learn the various stages of content development, from organizing the brand’s storyline and mapping it to the customer’s brand journey, to the processes of planning, implementing and auditing an organization’s content strategy. The course includes weekly readings and case studies for each topic; guest lecturers who are experts in their area of content strategy; as well as a semester-long class project that aligns with each stage of the content development process.

prereq: Strategic Communication MA student or instructor permission

001477