Content Strategy

Brand, Identity & Message | Lecture/Practical (IL) | Coursecode: 200778105

Language of instruction English

Brand Values & Message Architecture

3.00

ECTS

3.00

SWS

Brand-driven content strategy: its inputs; its impact on visual design, copywriting, and user experience design; the techniques and processes you can use to integrate it into user experience design in both online and offline applications—including print, social media, and other interactive experiences. Brand-appropriate engagements with target audiences Content strategy for design, information architecture, copywriting, social media strategy, creative direction, and other disciplines. Message architecture, Message architecture to inform a content audit Assessment of “good” content in a website or other ecosystem. Editorial calendar of content types and channels to manifest an organization’s communication goals.

Brand, Identity & Message | Lecture/Practical (IL) | Coursecode: 200778106

Language of instruction English

Content Audits

1.00

ECTS

1.00

SWS

Basics of content audits Types of audits Purpose & usage Defining criteria Organisational considerations Using analytics Basics of web analytics Relevant tools Central elements of web analytics Relevant metrics for web analytics Use of web analytics for content audit

Content Analysis | Project Thesis (PA) | Coursecode: 200778110

Language of instruction English

Workshop: Content Analysis

10.00

ECTS

2.00

SWS

This course is primarily about getting familiar with the steps to take during the process of a content strategy project. The project must be completed within a tight timeframe. Above all, however, the students get to know the networking of the topics of the semester and the practical projects. The course is based on the content developed during the semester.

Digital Strategy | Lecture/Practical (IL) | Coursecode: 200778104

Language of instruction English

Business Strategy for Digital Markets

2.00

ECTS

2.00

SWS

Digital Transformation Understanding of digitalization as a driving force for business strategy Innovation and disruptive innovation Digital value creation chains E-commerce Identification of international trends of digital activities in the competitive environment Consolidation of data, identification of patterns, trends, derivation of hypotheses Reputation and trust in the digital economy Best practice examples

Digital Strategy | Lecture/Practical (IL) | Coursecode: 200778103

Language of instruction English

Stakeholder Analysis and Digital Strategy

2.00

ECTS

2.00

SWS

Identification of the different stakeholders of content and content strategy projects Research about stakeholders and their involvement Communication with stakeholders before and during a content strategy project

Introduction to Content Strategy | Lecture/Practical (IL) | Coursecode: 200778101

Language of instruction English

Kickoff Workshop: What is Content Strategy?

2.00

ECTS

2.00

SWS

– Core elements of content strategy, – Principles and theory of content strategy – History and actual situation of the discipline – Content strategy Community of Practice – Core deliverables and methodology – Deliverables in a technology-related strategy – Overview of the professional field of content strategy

Introduction to Content Strategy | Lecture/Practical (IL) | Coursecode: 200778102

Language of instruction English

Online Socialization

2.00

ECTS

2.00

SWS

The students form an online learning group in a moderated online process.

Open Space & Portfolio 1 | Lecture/Practical (IL) | Coursecode: 200778109

Language of instruction English

Open Space and Portfolio 1

4.00

ECTS

2.00

SWS

Discussion of the aspects of current developments relevant to the work of content strategists – developments against the background of current literature – Open Space – The topics covered relate to the main modules offered during the semester. – A lecture series with permanent hosts, to which external guest speakers can be invited, is part of the course. – The publication of articles for the programme’s OER site is an essential part of this course. Editorial processes will be tested using practical examples.

Platforms & Content Management | Lecture/Practical (IL) | Coursecode: 200778107

Language of instruction English

Digital Publication Platforms

2.00

ECTS

2.00

SWS

– Basic Internet technologies e.g.: TCP/IP, DNS, HTTP – Web frontend technologies: HTML, CSS – Introduction into markup languages (e.g. XML & Markdown) – Basic (web) typography – Semantic web – Digitatal publication platforms: The Web, Apps, other digital distribution channels – Social networks – Hardware trends – Accessibility & diversity for digitale content – Content Distribution Networks

Platforms & Content Management | Lecture/Practical (IL) | Coursecode: 200778108

Language of instruction English

Introduction to Content Management

2.00

ECTS

2.00

SWS

Technologies and methods for device independent management of digital content – Data storage, databaaes – Indexing, searching – Metadata – Versioning systems – CMS architectures – Serverless computing

Collecting Data & Monitoring | Lecture/Practical (IL) | Coursecode: 200778203

Language of instruction English

Monitoring & Web Analytics

2.00

ECTS

2.00

SWS

Basics of social media monitoring & analytics Supplementary overview of social media publishing / engagement) Relevant tools in the global / DACH market Legal aspects of the use of social media monitoring & analytics Central elements of social media monitoring & analytics Relevant metrics for social media monitoring & analytics Usage scenarios & metrics (topics, crisis PR, influencer marketing, content marketing, share of buzz, reach etc.) Use of social media analytics for content analysis Usage of analysis results for content planning and optimization

Collecting Data & Monitoring | Lecture/Practical (IL) | Coursecode: 200778204

Language of instruction English

Quantitative social research

2.00

ECTS

2.00

SWS

Overview of the most important quantitative empirical research methods Data collection and data analysis (with a free software environment)

Content & User Experience Design | Practical (UE) | Coursecode: 200778202

Language of instruction English

Qualitative social research

1.00

ECTS

1.00

SWS

Overview of the most important qualitative research methods

Content & User Experience Design | Lecture/Practical (IL) | Coursecode: 200778201

Language of instruction English

User Experience & Interaction Design

3.00

ECTS

3.00

SWS

Introduction to the practice of user research and user interface design (e.g. co-creation, collaborative design, participatory design, research-based design etc.). The interplay between content strategy and user experience (and vice versa) Evaluate organization, labelling, search, and navigation systems within digital and physical spaces and develop a sound structure to support usability, findability, and understanding. UX Writing

Content for complex environments | Lecture/Practical (IL) | Coursecode: 200778207

Language of instruction English

Developing Content for Complex Digital Environments

2.00

ECTS

2.00

SWS

Trends and state of the art for content in complex environments Technical requirements for content Nature and characteristics of digital texts Writing for various digital channels & platforms Developing and delivering of textual content being delivered on multiple platforms and channels Creation of content elements and content containers in terms of interoperability Best practices for structured content environments Search engine functionality & content metadata practices Principles of SEO and onsite search, current developments and relevance to content strategy Basics of content production, curation and evaluation. Standards for content, especially for textual content. Tone of voice and style guides

Content for complex environments | Lecture/Practical (IL) | Coursecode: 200778208

Language of instruction English

Information Architecture

2.00

ECTS

2.00

SWS

Introduction to the practice of information architecture Exploration of how information architecture intersects with and supports related disciplines that comprise an enterprise content strategy Placemaking Organization principles Labelling Navigation Search

Open Space & Portfolio 2 | Lecture/Practical (IL) | Coursecode: 200778209

Language of instruction English

Open Space & Portfolio 2

4.00

ECTS

2.00

SWS

The content of the course is related to the subjects taught during the semester. For portfolio building, participants use a blog or blog-like tool to control, document and discuss learning. The discussions will be moderated by the teachers. They expand their personal web presence step by step and document the competencies they have acquired based on their projects during their studies. A lecture series with permanent hosts, to which external guest speakers can be invited, is part of the course.

Workshop: Design Research | Project Thesis (PA) | Coursecode: 200778210

Language of instruction English

Research-Based Design Project

10.00

ECTS

2.00

SWS

Carrying out an empirically grounded research project as well as its ongoing documentation and discussion. There are e.g. the following options: doing quantitative, qualitative or mixed methods research, making a network analysis, carrying out an interview-based survey accompanied by statistical evaluation, usability study or applying digital methods. Within the course, a variety of methods are being presented so that the participants are able to reflect upon their areas of application and are aware of their limitations.

Writing & Storytelling | Lecture/Practical (IL) | Coursecode: 200778206

Language of instruction English

Cross-platform storytelling

2.00

ECTS

2.00

SWS

Theoretical and practical knowledge for the conception, commissioning, analysis and production of videos and multimedia projects. Planning of multimedia content Creation of multimedia content: Video production, the elements of light, movement, colors, lenses and camera equipment Secure handling of multimedia content

Writing & Storytelling | Lecture/Practical (IL) | Coursecode: 200778205

Language of instruction English

Writing, Editing & Curating

2.00

ECTS

2.00

SWS

Criteria of high-quality texts Editorial requirements for content Editing and curating of web content and of other digital content Current approaches to storytelling Theories and models that can help in the development of stories Integrating rich media with text-based content

Content Modelling | Lecture/Practical (IL) | Coursecode: 200778303

Language of instruction English

Domain Modelling & Content-Types

2.00

ECTS

2.00

SWS

How to architect a content ecosystem, when there is a technical component to the content strategy. A content model is a representation of the types of content and their inter-relationships, represented in a document that describes the proposed content model and explains the use of components in a standard way. Analysis of editorial structures, and extrapolation of related semantic technical structures that can be implemented in content management systems. Development of a content model that begins with domain modelling, customer journeys, taxonomies, content types, and content flows. Examination of all the components of a content model, Understanding how they work together, and how to use the model to accrue business benefits from content. Understand the business objectives that can be influenced by a content model (such as multichannel delivery, omnichannel marketing, personalised content, adaptive content) …

Content Modelling | Lecture/Practical (IL) | Coursecode: 200778304

Language of instruction English

Metadata & Taxonomies

2.00

ECTS

2.00

SWS

Organization of content through taxonomies Definition of terms and relationships Formats for Taxonomies Metadata formats Metadata and Search Semantic Networks and Linked Data Manual and automated generation of taxonomies, metadata and indices Taxonomy management in companies Metadata strategies in companies

Editorial Processes & Project Management | Lecture/Practical (IL) | Coursecode: 200778301

Language of instruction English

Editorial and topic planning

2.00

ECTS

2.00

SWS

Content planning for relevant channels and platforms (e.g. social media, mail and newsletter, corporate blogs, white papers) Documents and tools required for optimal content planning of an ongoing editorial and publication process Content templates Guidelines for tonality Creation and optimization of editorial plans and editorial calendars Topic identification

Editorial Processes & Project Management | Lecture/Practical (IL) | Coursecode: 200778302

Language of instruction English

Strategic organizational communication

2.00

ECTS

2.00

SWS

How the Internet, Social Media and changing media consumption challenge Corporate Communications.

Open Space & Portfolio 3 | Lecture/Practical (IL) | Coursecode: 200778307

Language of instruction English

Open Space & Portfolio 3

4.00

ECTS

2.00

SWS

The content of the course is related to the subjects taught during the semester. For portfolio building, participants use a blog or blog-like tool to control, document and discuss learning. The discussions will be moderated by the teachers. They expand their personal web presence step by step and document the competencies they have acquired based on their projects during their studies.

Workflows & Governance | Lecture/Practical (IL) | Coursecode: 200778306

Language of instruction English

Data-driven Content Business

2.00

ECTS

2.00

SWS

Content strategy & planning Social media Management Community Analytics KPI / performance measurement Crisis communication Messengers & chatbots Reporting & optimization (including Growth Hacking) Editorial workflow Content Controlling Content-ROI

Workflows & Governance | Lecture/Practical (IL) | Coursecode: 200778305

Language of instruction English

Editorial Processes & Project Management

2.00

ECTS

2.00

SWS

Training of management skills for overseeing projects and reflection of role in a project, an organisation and between organisations. Agile methods in project management Design Processes: Agile vs. Waterfall vs. Design Thinking, Lean vs. Agile, Basics of project management in communications are covered Introduction to the implementation of user-centred content strategy processes with a focus on workflow and governance issues. Tools, practical experience in digital governance. Digital Governance Content Operations Leadership (“Digital Leadership”) Tools

Workshop: Strategic project definition | Project Thesis (PA) | Coursecode: 200778308

Language of instruction English

Workshop: Strategic project definition

10.00

ECTS

2.00

SWS

Analytical and conceptual skills in order to build the foundation of a whole content strategy project. The project is supposed to be closely connected to the Master’s thesis. Development of the ability to carry out the project practically and in a way that is method-driven. Documentation and sharing of the experience gained. Learning how to evaluate and optimize their own project work as well as the projects of their fellow students.

Elective Subjects | Lecture/Practical (IL) | Coursecode: 200778309

Language of instruction English

Content Design

4.00

ECTS

2.00

SWS

User-related development of content, especially for advanced digital platforms Testing and agile improvement of content User stories and job stories Development of content for voice interfaces and bots UX Writing

Elective Subjects | Lecture/Practical (IL) | Coursecode: 200778310

Language of instruction English

Content Marketing

4.00

ECTS

2.00

SWS

Planning of efficient content Tactics of content marketing/inbound marketing Finding of topics Use of storytelling for marketing purposes Community Management

Elective Subjects | Lecture/Practical (IL) | Coursecode: 200778311

Language of instruction English

Management of Enterprise Content and Content Operations

4.00

ECTS

2.00

SWS

Management of people, processes and infrastructure to create repeatable and scalable processes for planning, producing and administrating effective content. Organization of content for optimal storage, retrieval, automated selection and delivery across all relevant channels. Structuring of content into consistent modules that can be assembled as needed to meet customer needs Ensurance of the reusability of content Scalability of processes for optimal use of resources Sustainability of content through independence from existing publishing platforms. Content-relevant aspects of current content management

Change Management & Security | Lecture/Practical (IL) | Coursecode: 200778401

Language of instruction English

Change Management & Internal Communication

2.00

ECTS

2.00

SWS

The students are aware of the processes that have to be used circularly in order to ensure strategic communication in the long run and to constantly develop content strategies further. – The students are able to determine a budget for the creation of content and control it. – The students aquire in-depth knowledge which is related to practice: co-ordinated interaction with the management of the organization, understanding of the processes and structures of the organization and adopting the position of an “agent of change” in the organization (“change management”, giving advice and support as well as promoting changes in organizations).

Change Management & Security | Lecture/Practical (IL) | Coursecode: 200778402

Language of instruction English

Data Security, Media Law & Media Ethics

2.00

ECTS

2.00

SWS

Data security and data protection: technical foundations Securing data storage Securing data processing Securing data transfer IT security influencing content strategy Data security and data protection: juridical foundations and governance GDPR / DSGVO Urheberrecht/Persönlichkeitschutzrechte Connections between IT security and data protection Copyright, (Open) Licenses, Creative Commons, Free Software Ethical and social challenges in the digitized media age

Master Thesis | Master's Thesis (MA) | Coursecode: 200778404

Language of instruction English

Master's Thesis

20.00

ECTS

0.00

SWS

The Master’s thesis should build upon the project work in the third semester and desirably on the analytical work in the second semester. One potential focus is the definition of a strategy with a corresponding foundation and the implementation of the strategy including the related processes. Other optional focuses are an evaluation, process optimization, storytelling, or responsive design. The semester is about independently investigating a new application context for the methodology by writing a Master’s thesis. The thesis will be assessed scientifically as well as professionally and should be published. Students show that they can independently tackle an organization’s business problem applying a content strategy approach. Throughout the module, a content strategy project or a significant proportion of such a project will be carried out practically and methodically as well as documented scientifically…

Master Thesis | Seminar (SE) | Coursecode: 200778405

Language of instruction English

Master´s seminar

2.00

ECTS

0.50

SWS

Master thesis project and selected topics from the syllabus.

Open Space & Portfolio 4 | Lecture/Practical (IL) | Coursecode: 200778403

Language of instruction German

Open Space & Portfolio 4

4.00

ECTS

2.00

SWS

The content of the course is related to the subjects taught during the semester. For portfolio building, participants use a blog or blog-like tool to control, document and discuss learning. The discussions will be moderated by the teachers. They expand their personal web presence step by step and document the competencies they have acquired based on their projects during their studies.