DM412BKK
Think Like a Marketer: Content Creation, Analytics, and AI for Success
Faculty
Brian W. Piper
Director of Content Strategy and Assessment University of Rochester
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
This course will focus on the fundamentals of creating effective content marketing and social media strategies that will help your audience get to know, like, and trust you. We will focus on creating engaging, impactful and measurable campaigns. Students will learn to align content and social strategies with business objectives, audience needs and emerging trends.
The course will cover every aspect of the content lifecycle, including creation, distribution and optimisation, and will explore how to harness generative AI and data-driven insights to ensure the effectiveness and efficiency of your content workflows.
Learning highlights
- Understand the fundamentals of content marketing and social media strategy.
- Develop audience personas and create a targeted content strategy.
- Design content calendars, measure campaign performance, and adjust based on analytics.
- Gain practical skills in content creation, discoverability, and social media management.
- Explore resources like generative AI and analytics and their applications in marketing.
Course outline
15 classes
Introduction to Content Marketing
The definition and importance of content marketing, the difference between content and content marketing, the core principles of effective content marketing, and case studies.
Social Media Landscape
The evolution of social media marketing, an overview of major platforms, and content marketing versus social media marketing.
Strategic Goals and Audience Personas
The fundamentals of defining and aligning your business goals, content goals and social goals. How to define and build various audience personas.
Content Marketing Strategy
Developing a content marketing strategy to support your goals and audience needs.
Social Media Strategy
Structuring your social media strategy to use the right platforms, messages and audiences to support your content marketing and strategic goals.
Engagement Cycle and User Journeys
Building your strategic funnel and mapping your content marketing and social media to the funnel. Using metrics to track and adjust the cycle.
Creating a Content Plan and Calendar
How to structure and use a content calendar, and how to ideate and brainstorm content ideas.
Crafting Epic Content
Take your content ideas and turn them into content that will have value for your audiences and your business.
Repurpose, Retarget, Redistribute for Discoverability
Using data and AI to make the most of existing content, to inform new content, and to help your users find your content.
Building Community and Superfans
Your content goes beyond audience building and can become the foundation for a community and superfans. Discuss the final project.
Data, Analytics, and AI
Making the most of tracking, testing, improving, and pivoting.
Content Promotion Techniques
Paid, organic, collaborations, influencers, user-generated content, and much more.
Emerging Trends, Technologies, and the Future of Content Marketing
What’s coming, what’s next, and how can we prepare our content for the future?
Final presentations workshop
Final presentations workshop.
Final presentations
Final presentations.
Course materials
Books
Methodology
This course will consist of lectures, group discussions and activities, quizzes, workshops and presentations. There will be several group projects throughout the course, along with individual final presentations.
Grading
Brian Piper is an author, international keynote speaker and consultant. He has been optimising digital content since 1996 and has created online training programmes for hundreds of companies, including Xerox, IBM and Volvo. Over the past eight years, he has focused on data, content marketing and content strategy. Since 2021, he has been exploring AI, community and Web3.
He is the co-author of the second edition of Epic Content Marketing with Joe Pulizzi and the author of Epic Content Marketing for Higher Education.
See full profileApply for this course
Think Like a Marketer: Content Creation, Analytics, and AI for Success
by Brian W. Piper
Total hours
45 Hours
Dates
May 19 - Jun 06, 2025
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.