Department of Media & Design

Content Strategy

My Studies

 

Key subject areas

Strategic conception of the content of an organisation

Companies reach their target groups using content on websites, in social media and mobile apps as well as at touch points at trade fairs and reception halls. They use content to position their brands, demonstrate their knowledge, and explain their services. In the Master’s degree programme in Content Strategy, you will learn how to design content systematically in order to support corporate objectives, address users and facilitate implementation by all involved. You will be introduced to strategic thinking and will learn how to define topics, channels and the tonality of an organisation’s content. Through this knowledge you will be able to strategically plan corporate content yourself or advise companies in the development of their content.

Analysis of all the facts which are important for content

The discipline of content strategy, which was developed in the 1990s, follows an analytical approach. Content strategists analyse all the factors important for the design of the content of a company. To this end you will evaluate various sources of data and use methods which were developed in the social sciences. You will familiarise yourself with these instruments in the course – from qualitative methods of user-centred design to network analyses and website monitoring. With this knowledge, you will be able to present factually based arguments and persuade others regarding the creation and maintenance of content.

Implementation in the organisation and change management

In order to publish content systematically and successfully, many different persons in the company have to collaborate. During the programme, you will learn to plan and implement complex editorial workflows – from commissioning writers and translators, and maintaining content in modern content management systems to quality and success control. You will learn to collect and structure information present in a company, and to make it available to customers and other interested parties. Since rigid internal structures often prevent important content of a company from being published, you will be made familiar with change-management measures. To ensure that you will be able to work together with all those involved in the company, you will also learn how to bring your knowledge in line with the special requirements of an organisation.

What specialisations are available?

Since the course is part time, we try to connect to the different professional realities of our students. Although there are no specific specialisations, there is a lot of freedom regarding the individual area of emphasis, especially in the projects.

User-experience design for content

Online content is only accepted by users when it is both useful and usable, and when they recognise very fast how it can be used. Content strategy transfers methods of user-experience design which have been developed in the last 20 years onto content design. In the programme you will not only get to know these methods more closely, you will also deepen your knowledge of techniques which were developed in search engine optimisation (SEO) to recognise users’ needs. If you specialise in user experience, you will also occupy yourself with the information architecture of web presences and thus how persons with impairments, for instance visual impairments, can get access to content.

Content marketing

Content marketing is about using content to achieve specific and measurable goals promoting company sales. If you specialise in content marketing, you will learn how to define such goals, how to achieve them, and how to measure potential success. The focus is on the identification of topics and storytelling using different media and the development of content sharing communities. You will also learn how to ensure that content is easily found by search engines, and how to design content to ensure successful sharing in social media.

Enterprise content management

Content is an important and expensive asset of any company. It has to be constantly kept up to date and tailored to different conditions, e.g. in various language versions or for special target groups. On top of this, internet providers are constantly developing new channels for companies to offer their content. In the programme, you can also specialise in the management of content for the complex needs of modern companies. You will learn how to model and structure content so that it can be maintained and reused easily, while also fulfilling the needs of different target groups.

Study mode, self-study and attendance

Study mode

You can study Content Strategy at FH JOANNEUM even if you don’t live near Graz. The programme is designed to meet the needs of working persons and is specially suitable for students who are responsible for corporate digital content in their jobs. The share of online courses is very high, and classroom teaching takes place in blocks four times each semester. Projects can be completed in the framework of your job.

Attendance times

During the first three semesters, there are two attendance weeks and two attendance weekends per semester in Graz; in the fourth semester, there is one attendance week and two attendance weekends. The second attendance week in the second semester takes place on a voluntary basis as an excursion – provisionally to London.

Dates of classroom teaching blocks:

Attendance times 1st semester:
1st attendance week: Calendar week 42, Tuesday 10:00 until Saturday 17:00
2nd attendance week: Calendar week 48, Tuesday 10:00 until Saturday 17:00
1st attendance weekend: Calendar week 2, Friday 13:00 to 21:00 and Saturday 9:00 to 17:00
2nd attendance weekend: Calendar week 5, Friday 13:00 to 21:00 and Saturday 9:00 to 17:00

Attendance times 2nd semester:
1st attendance week: Calendar week 10, Tuesday 10:00 until Saturday 17:00
2nd attendance week: 6th week after Easter (last week before Whitsun), Tuesday 10:00 until Saturday 17:00
1st attendance weekend: 2nd week after Easter, Friday 13:00 to 21:00 and Saturday 9:00 to 17:00
2nd attendance weekend: Calendar week 26, Friday 13:00 to 21:00 and Saturday 9:00 to 17:00

Attendance times 3rd semester:
1st attendance week: Calendar week 42, Tuesday 10:00 until Saturday 17:00
2nd attendance week: Calendar week 48, Tuesday 10:00 until Saturday 17:00
1st attendance weekend: Calendar week 1, Friday 13:00 to 21:00 and Saturday 9:00 to 17:00
2nd attendance weekend: Calendar week 4, Friday 13:00 to 21:00 and Saturday 9:00 to 17:00

Attendance times 4th semester:
1st attendance week: Calendar week 10, Tuesday 10:00 until Saturday 17:00
1st attendance weekend: 3rd week after Easter, Friday 13:00 to 21:00 and Saturday 9:00 to 17:00
2nd attendance weekend: Calendar week 23, Friday 11:00 to 21:00 and Saturday 9:00 to 17:00

Online teaching

Approx. 60 percent of the teaching units of the Master’s programme are available online as moderated e-learning, including both synchronous and asynchronous online courses. In synchronous courses, students and teachers are connected via video, audio or chat at the same time. The formats we use for synchronous courses include Google Hangouts and chats on the Slack platform. Students who are prevented from taking part at the same time can follow the course at a later time. With asynchronous courses, lecturers and students communicate over a specific period of time through postings and comments, often in the context of solving a task in a so-called “e-tivity”. For the asynchronous courses we use Slack channels and a Google+ community. Online courses usually take place between 18:00 and 22:00 and on Saturdays between 10:00 and 17:00. In practice 19:00 became established as the starting time for courses during the week.

Workload

The workload of a study programme is measured in ECTS credits. One ECTS credit corresponds to about 25 hours. Like any other Master’s programme at an Austrian university of applied sciences, the Content Strategy programme yields 30 ECTS credits per semester, i.e. 750 hours. This corresponds to a second full-time job when you complete the entire programme in your free time. You can reduce this workload in your free time by integrating projects at work into your course projects.

Attendance

In principle you are required to attend all lectures and classes at FH JOANNEUM. You may miss a maximum of 25 percent of the units per semester and course; if you miss more units then your performance will be judged as unsatisfactory and you will be disqualified from sitting the first examination.

You will be officially excused for periods of illness on producing a medical certificate.

In online courses attendance will be documented by the lecturer. In asynchronous courses participation is generally documented based on active contributions by the students.

Final judgement on the implications of absence and on exceptions to the attendance requirement will be made by the head of degree programme.