Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2024/2025
Module/course Code UL1A_01
Delivery location Madrid
Language English
Course type Elective courses 15h
Level 0 (year post baccalaureate)
Semester Fall
Field (Discipline) Marketing


Module/course Summary

The course aims at developing an understanding on
the specificities of Contents. Content marketing or creating and publishing
media rather than “renting” advertising time and space. Contents produced or
founded by brands has always existed. Digital technologies, platforms, and
channels now enable any brand to function as a media company with very real
advantages: building branding, awareness, trust, purchase intent, and
word-of-mouth, as well as lowering acquisition costs and increasing engagement
with target audiences. Contents are today fueling lots of actions that brands
are doing through their paid and owned media; and are the key vehicle for
engaging people in earned or shared media.

Customers are tuning out advertising as they go online to research purchases;
interact with brands; and seek out news, entertainment, and inspiration. There
are even not paying attention to advertising pieces. Marketers can serve
customers and prospects with content through every phase of awareness,
branding, intent, conversion, and customer service. Yet, unlike advertising,
content initiatives are continual rather than episodic, placing new demands on
marketing organizations.

Content marketing requires a shift in mindset,
resources, budgets, partners, and strategy.  A content strategy is a plan
for how a company will use content to fulfill a need, or solve a problem for
its customer, while simultaneously helping it achieve a business goal. Branded
Content development is tasked with creating, sourcing and curating content. But
that is not enough in today’s content-cluttered environment.

Thus a content marketing plan will be responsible for delivering that
content to the right audience, on the right channel and at the right time, to
let the content engage the audience and build brand positioning.

Satya Nadella, Microsoft CEO, said “When you
change the way you see the world, you can change the world you see” (Hannover
Messe April 2016,
Contents are all around and will increase invading us. Paraphrasing Nadella, we
can say that contents are changing the world of communication, so we need to
change the way we see Marketing Communications.