Web-writing and content marketing

Bachelor 2024/2025

Type: Elective course (Foreign Languages and Intercultural Communication)

Area of studies: Linguistics

Delivered by: School of Foreign Languages

Where: School of Foreign Languages

When: 4 year, 1, 2 module

Mode of studies: offline

Open to: students of all HSE University campuses

Language: English

ECTS credits: 6

Contact hours: 30

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

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 tests
At least 2 mini tests will be held 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 defence
Practice 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.
Ongoing tasks and performance
Ongoing 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 test
The Final paper will contain test-like questions of various formats and question for written commenting.
Content formats writing
Texts 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

2024/2025 2nd module
0.3 * Content formats writing + 0.2 * Final project defence + 0.1 * Final test + 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

Authors

TSYGUNOVA MARIYA MIKHAYLOVNA
Zyryanova Elena Sergeevna

Course Syllabus