Content Marketing and Storytelling

1. Course introduction
2. Media landscape
3. Understanding audiences/consumers
4. Content marketing strategy & plan
5. Content types & formats
6. The art of storytelling
7. Creativity in content marketing
8. UGC – User-generated content
9. Content distribution
10. New trends in content marketing

Course leader

ŠKARE Vatroslav, University of Zagreb, Faculty of Economics & Business, Croatia

Target group

Master students (and Bachelor students in their final year) as well as recent graduates and young professionals who wish to acquire new knowledge in specific areas

Course aim

The primary aim of the course is to familiarize students with a variety of content forms and their strategic application in achieving marketing objectives. This course provides in-depth insights into selecting suitable content types and formats, and the most effective platforms for content distribution. A significant emphasis is placed on the art of storytelling, exploring how compelling narratives can be integrated into digital content to engage audiences, build brand identity, and enhance marketing campaigns. Additionally, the course aims to explain the importance of a systematic and strategic approach in the development and management of digital content. This includes creating additional value through digital content management and assessing the effectiveness of different digital content types to optimize marketing efforts.

Credits info

7 EC
Participants can receive the following certificates:

- Certificate of Attendance: awarded after the summer school to all participants who have completed the three-week programme.
- Transcript of Records (with credits and grades): awarded only to participants who complete all course requirements and pass the final examination.

Fee info

EUR 650: Find more information on our website.

Scholarships

None.