Веб-райтинг и контент маркетинг

Бакалавриат 2021/2022

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

Статус: Курс по выбору (Иностранные языки и межкультурная коммуникация)

Направление: 45.03.02. Лингвистика

Кто читает: Школа иностранных языков

Где читается: Школа иностранных языков

Когда читается: 4-й курс, 1-3 модуль

Формат изучения: с онлайн-курсом

Онлайн-часы: 6

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Зырянова Елена Сергеевна

Язык: английский

Кредиты: 6

Контактные часы: 50

Full Syllabus

Abstract

The Internet opened new opportunities of content free publishing and distributing, having changed the rules of content management. Modern authors are not supposed just to fit in an attractive heading or create an interesting text. Now the essence is in making your content available and reachable for YOUR reader within a huge web pool. The content will become way more noticeable, thus, readable and productive for your Business or Project promotion and awareness will rise. Hence, at this optional/elective course you will - learn the techniques on improving and promoting one's marketing activity - implement this knowledge while realizing your basic website project within the course accomplishment; - observe current content marketing tendencies based on Guest speakers knowledge and experience (from a number of foreign and local companies) as well as current sources of information; - understand the principles of long-lasting and consistent content strategy planning; - learn which spheres and skills you can choose to become a unique specialist within content creation. The course is for those who: - is ready for constant writing, editing and improvement processes; - is looking for an opportunity to develop creative thinking, writing, and designing; - is interested in integrating language skills and marketing tools and theories; - possesses B2-C1 level of English command; - has some experience of work with apps and platforms for structuring, organising and designing information presentation.

Learning Objectives

The first and foremost aim of the discipline is acquiring universal professional competences mentioned in HSE Educational Standards of Linguistics field of studies.
Acquiring Linguistic competence (knowledge of lexical units and grammar rules)
Acquiring Socio-linguistic competence (skill and ability to employ and interpret language forms in accordance with the context/situation to achieve best website visitors attendance and communication)
Acquiring Discursive competence (ability to understand and logically organize certain phrases in order to perform sensible communication)
Acquiring Strategic competence (ability to employ non-verbal means of communication to compensate lack of knowledge, that web users and visitors may have)
Acquiring Sociocultural competence (awareness of sociocultural context of web world)
Acquiring Social competence (desire and readiness to creating meaningful and proper contents in terms of cooperation and ability to help)
To help a student approach web content in a better, more structured and objective way

Expected Learning Outcomes

to acquire the skill of creating easier and prompt navigation about the web site
to acquire the skill of planning out the content and thinking about its purpose, objectives, trustworthiness and tone
to acquire the skills of proper communication concerning sensitive issues
to find your voice and translate it to the page.
to know basic notions of copywrite law
to know how to analyze, evaluate and edit web copy
to know how to deal with promoting your web site
to know specific features of writing for the web
to learn creating and measuring web content
to learn how to analyze case-studies for making necessary tips and notes
to learn how to creat a guide to standardize and organise your web site work in order to provide your team with solid grounds
to learn how to make sure website is working properly
to learn the techniques and basics of understanding and communicating with web site comminuity
to produce written texts of different web genres/formats
to understand basic technques of serach engine ranking and its improvement criteria

Course Contents

Introduction to content marketing
Basic definitions of marketing
Content strategy
Audience
Marketing funnel
Search Engine Optimization (SEO) and how it’s related to content
Copywriting Basics: Creating Texts That Cope With Business Hurdles.
Content formats
Graphic design
Community building

Assessment Elements

Web copy and performance
All the assignments are announced and collected at Smart LMS Platform. Each web format assigned throughout the course is evaluated separately, and then the average grade for all the formats is calculated. Class participation covers in-class talks, and participation in discussions and debates. The grade is calculated as a mean of all the grades given throughout the course. One test is conducted at the end of each module. The grade for the tests is calculated as an average of all the three tests and is also included in the "Self-study and performance" grade. Assignments are awarded a “0” in the following cases:  violation of the deadline for more than 2 days;  cheating and copying from another student/source;  plagiarism (originality < 80%). The rounding starts with 0,6. So 9,6 is 10, 9,5 is 9.
Online course
All the assignments are announced and collected at Smart LMS Platform. You can also hand in the Course Certificate instead of the Notes. Assignments are awarded a “0” in the following cases:  violation of the deadline for more than 2 days;  cheating and copying from another student/source/script;  plagiarism (originality < 80%). The rounding starts with 0,6. So 9,6 is 10, 9,5 is 9.
Final web site project presentation
All the assignments are announced and collected at Smart LMS Platform. Final web site project presentation is presented at the end of Module 3 and is supposed to contain at least 3 of the prescribed web copy formats. Written papers are awarded a “0” in the following cases:  violation of the deadline;  cheating and copying from another student/source;  plagiarism (originality < 80%). The rounding starts from 0,6. So 9,5 is 9, 9,6 is 10.
Oral examination
Экзамен проводится в устной форме (опрос по материалам курса). Экзамен проводится на платформе MS Teams. К экзамену необходимо подключиться согласно расписанию ответов, высланному преподавателем на корпоративные почты студентов накануне экзамена. Компьютер студента должен удовлетворять требованиям: наличие рабочей камеры и микрофона, поддержка MS Teams. Для участия в экзамене студент обязан: поставить на аватар свою фотографию, явиться на экзамен согласно точному расписанию, при ответе включить камеру и микрофон. Во время экзамена студентам запрещено: выключать камеру, пользоваться конспектами и подсказками. Кратковременным нарушением связи во время экзамена считается нарушение связи менее минуты. Долговременным нарушением связи во время экзамена считается нарушением 10 минут и более. При долговременном нарушении связи студент не может продолжить участие в экзамене. Процедура пересдачи подразумевает использование усложненных заданий. The rounding starts from 0,6. So 9,5 is 9, 9,6 is 10.

Interim Assessment

2021/2022 3rd module

Bibliography

Recommended Core Bibliography

Ng, W., & Coakes, E. (2013). Business Research : Enjoy Creating, Developing and Writing Your Business Project. London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=653155

Recommended Additional Bibliography

Perrin, D., & Jakobs, E.-M. (2014). Handbook of Writing and Text Production. Berlin: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=753946

Authors

ZYRYANOVA ELENA SERGEEVNA

Course Syllabus