Бакалавриат
2023/2024
Веб-райтинг и контент маркетинг
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, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
4
Контактные часы:
30
Course 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
- Acquiring the skill and ability to employ and interpret language forms in accordance with the context to achieve best website visitors attendance and interaction within the internet environment.
- Ascuiring and being able to apply the principles of long-lasting and consistent content strategy planning.
- Learning about spheres and skills one can choose to become a unique specialist within content creation.
- Being able to integrate the language skills and competence into the content-marketing techniaues and approaches.
- Acquiring the skill of planning, creative and strategic thinking.
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. Generative models for SEO.
- Copywriting basics: creating texts that cope with business hurdles.
- Content formats
- Graphic design
- Community building
- Legal issues
- Automatic and technical messages
- Content marketing career paths
Assessment Elements
- Mini testsMini tests will be held every 2 weeks to check general understanding and allow you uderstand what are the gaps to improve the knowledge. Assignments 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 with 0,6. So 9,6 is 10, 9,5 is 9.
- Final project defencePractice is the only way to progress. It is highly recommended that you apply everything you read and learn to your real-life situation. One way to realize this goal is to come up with your own project, or at least an idea, or topic in the context of which you could approach all the tips and advice from this course. Thus, you will visualize how content marketing works with you, for you, and for your context. Your idea or topic may transform, change the direction, expand, or narrow, but this will happen naturally with the application of content marketing techniques. That will be the most efficient way to use this course. The essence of the project of the website is the following: - the website is being created and filled in during the whole course of completion of the ongoing tasks on analysing, planning and writing; - the website must include the content that was handed in and assessed by the teacher before; - Assignments 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 with 0,6. So 9,6 is 10, 9,5 is 9.
- Ongoing tasks and performanceOngoing tasks include various practical tasks necessary for fixing and trialing the received information from the seminar. It is is assessed according to the 3 grades scale which is transfered into a 10 grade scale. Performance grade consists of performance at the lesson. Performance at the lesson is assessed according to the 3 grades scale which is transfered into a 10 grade scale. Assignments 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 with 0,6. So 9,6 is 10, 9,5 is 9.
- Final paperThe Final paper will contain test-like questions of various formats and question for written commenting.
- Content formats writingTexts are assessed following the criteria cited in the attached file, the main parameters are: succinct, scannable, personable, actionable. 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. The grade is calculated as a mean of all the grades given throughout the course. Assignments 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 with 0,6. So 9,6 is 10, 9,5 is 9.
Interim Assessment
- 2023/2024 2nd module0.3 * Content formats writing + 0.1 * Final paper + 0.2 * Final project defence + 0.2 * Mini tests + 0.2 * Ongoing tasks and performance
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