Class Relational and Content Marketing

The course aims to provide students with a set of essential knowledge and skills for designing content and relationship marketing strategies. The aim is for students to be able to devise intentional strategies, based on the needs of companies and consumers, and consequently with a high impact.

Not applicable

1.    Marketing: evolution of the concept and the current scenario. 2.    Relationship marketing scenario and trends Reinventing relationship marketing The four pairs of essential elements 3.    Internal needs analysis Building a strong foundation Analysing internal needs 4.    Analysing consumer needs Defining the information to be gathered Searching for consumer information and online sources 5.    Competitor audit Direct, tangential and disruptive competitors Information search and analysis 6.    Intelligent content marketing strategy The scope of the strategy Step-by-step strategy definition 7.    Brainstorming: bringing out brilliant ideas How are the best ideas born? Strategies for optimising brainstorming 8.    Advertising writing, inclusion and distribution in practice. How to make inclusion the standard? Advertising writing techniques Creating with distribution in mind  

In addition to lectures, classes include activities such as Problem-Based Learning (PBL), case studies and Gamification techniques (quizzes). Assessment includes two elements: The assignments carried out throughout the semester (50%) and the test (50%). The assignments throughout the semester consist mainly of PBL sections. For these, students should prepare in advance by reading a text provided by the Professor. During the class, they must apply the theoretical assumptions covered in the text to analyse and present content marketing solutions for the situation presented. Performance in this component is assessed by submitting activities on Moodle and by participation and performance during classroom activities. For students with special status, when necessary, only submissions will be considered. Quizzes and case studies aim to revise the content and allow for an informal assessment by the Professor.

Palmatier, R., & Steinhoff, L. (2019). Relationship Marketing in the Digital Age. New York, NY, USA: Routledge. Virji, P. (2023). High-Impact Content Marketing: Strategies to make your content intentional, engaging and effective. London, UK: Kogan Page Limited.