Immerse yourself in the world of successful content marketing! With our Content-Marketing Manager certificate course, you will master the art of engaging your target group in the long term.
Content-Marketing Manager
Overview
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Location:
Course in purely online form with synchronous and asynchronous parts
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Duration:
Three weekends with two digital self-study phases
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Language:
100% German -
Academic Program:
Online
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Certificate:
Certified Content Marketing Manager with 5 ECTS credits
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Price:
Euro 1.690,- -
Start:
Spring 2025
Course with creditable micro-credentials (MC)
PROFILE OF THE COURSE
In a communications environment characterized by a flood of competing media offerings, it is becoming increasingly difficult for companies and other organizations to attract the attention of their target groups. In the modern media society, attention has thus become a scarce commodity and a central target category for organizations (Franck, 1998).
Digital content marketing is a central and effective measure for achieving this goal. Content marketing is a marketing discipline that uses entertaining and/or informative content to attract and retain potential and existing customers to a company. Small and medium-sized companies in particular, but also larger companies, are often faced with the problem that they do not communicate valuable content on their digital channels. There is often content, but it is of little value to users and is therefore not consumed.
The certificate course Content-Marketing Manager at the International Business School of the FH Kufstein Tirol offers professionals a scientifically sound and practical training course to understand the processes of the attention economy and to provide effective content.
Benefits
- innovative tools, concepts and methods for communication and marketing
- Profile enhancement and further qualification for demanding tasks in digital environments
- Directly applicable knowledge in practice
- Personal development
- Strategic vision
- Networking opportunities
- Certificate course with 5 ECTS points
Benefits for your Company
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Academic training with strong practical transfer
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Important soft skills in the area of digital communication
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Entrepreneurial and organizational competence
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Integral consideration of digital trends
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Modern continuing training to promote talented employees
Program
PART 1 - THEORY & CONCEPT
Teaching content
Principles and practical significance of the attention economy
Logic and design of digital content marketing
Identification and key figures of relevant online channels
Best practice examples in digital content marketing
Planning process of a digital content marketing strategy
Empirical findings on the emotional, informative and multisensory impact of digital content
Theoretical principles of performance measurement of digital content marketing
Skills acquisition / learning outcomes
Knowledge about the central importance of attention in modern communication environments
Basic knowledge of digital content marketing
Ability to assess different online channels
Knowledge of best practice examples
Ability to plan a digital content marketing strategy
Knowledge about the impact of digital content products (especially in the context of multi-sensory marketing)
Knowledge of the possibilities and rules for measuring the performance of digital content marketing
Part 2 - EMPIRICISM & PRACTICE
Teaching content
Presentation and practice of practical software tools (especially Canva)
Research, presentation and comparison of best practice cases of digital content marketing as well as negative examples
Use of creativity techniques for the creative conception of content
Creation of a content plan for digital content marketing
Practical and media-compatible implementation of content on different platforms
Measurement of content offerings based on key KPIs
Skills acquisition / learning outcomes
Knowledge and application knowledge of practical software tools for digital content creation and content management (especially Canva, Swat.io and Falcon.io)
Knowledge of best practice examples in digital content marketing and negative cases
Mastering creativity techniques for creating digital content plans (e.g. design thinking, brainstorming, mind mapping)
Learning the ability to practically create a digital content plan
Didactic Concept
In our Content Marketing Manager course, we use a variety of teaching and learning methods:
- Blended learning: Combination of synchronous and asynchronous teaching content for flexible and location-independent learning opportunities.
- Lectures: Teaching the theoretical basics of content marketing.
- Presentations: In-depth study of specific topics and training in presentation skills.
- Group work: Promoting teamwork and communication.
- Case studies: Analysis of real case studies and development of practical solutions.
- Practical exercises: Direct application of what has been learned in preparation for everyday working life.
Prerequisites
- In order to guarantee effective training and ensure a common basic understanding of digital platforms, certain qualifications are required. Admission requirements for the Content Marketing Manager certificate course are therefore:
- Professional experience in marketing/communications/PR or related fields
- Basic knowledge of the functions of common social media services (Facebook, Instagram, YouTube)
Certificate
- Certified Content Marketing Manager with 5 ECTS credits
- Certificate can be credited towards the Marketing & Communication Management (BA) and Digital Marketing (MA) degree programs.
Team
Prof. Dr. Bert Neumeister
Scientific Director
Georg Greiderer
Office Management
Daniela Stöckl
Office Management
