This course has a focus on digital content and social media strategies and how they can be used to drive traffic to web properties by taking a user-centred approach to their creation and delivery. The course also covers the careful shaping of web content for search engine optimisation and the important role of analytics in measuring the success of our efforts.

The course aims to introduce students to the concepts of content strategy and how it can be used to design content that is rich, authoritative, attractive, easily accessible and appropriate to the target audience. The course also introduces students to online promotion and marketing, using “white-hat” SEO techniques and social media.

On successful completion of this course a student will be able to:

Learning Outcome
1 Understand the principles of content strategy.
2 Take a user-centred approach to the creation of digital content.
3 Create content that is appropriate for a particular audience and purpose.
4 Integrate good SEO into web content.
5 Understand how social media can be used as a promotional tool.
6 Analyse server logs, work with 3rd party analytics tools and demographic data.

This course is appropriate for masters students across the CPDA department. Students are introduced to the concepts and methods in a series of lectures and seminars and then asked to conduct their own research on a given related topic.

Lectures
Seminars
Independent research and study
Independent project development

Summative assessment - Project work - 100%
Formative assessment - Presentation and discussion.
LO-1-6.
Pass mark - 50%
Outline Details - A research project on user experience design.