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Content Marketing

Content Marketing (IMC 639) will explore how the role of content is evolving in the modern marketing landscape and how to apply different types of content generation to new and traditional marketing channels. Additional topics cover the pros and cons of content marketing vs. traditional marketing as well as processes and tactics to create and implement content marketing strategies.

IMC 639 Content Marketing Course Details

Course Learning Outcomes

Coming soon!

Course Topics

  • Introduction to Content Marketing and the 4P’s of Content Marketing
  • Plan: Strategize Before Execution
  • People: Skills and Abilities Needed to Create Effective Content Marketing Campaigns
  • Produce: Create Content that Matters
  • Technology’s Role in Content Marketing
  • Produce and Promote: Writing and Creative in Owned, Earned and Paid Media
  • Promote: Distribute Content in the Digital Era
  • Perfect: Measure and Optimize to Maximize the Impact
  • The Future of Content Marketing

Top 3 Takeaways from the Course

  1. Learning how to be strategic about content marketing.
  2. Learning how to measure your content marketing plan.
  3. Learning how to implement it in their work.

Instructor Insights

Professor Meeks' Passion for Teaching

How to be successful in IMC 639 and why study content marketing

Thinking about registering for IMC 639?

Course Intensity and Workload

Intensity Level 4 out of 5

The course is project base, building a content marketing plan for a client, with a 4 out of 5 workload ranking, estimating 10-15 hours per course per week.

Pairs Well With

Earn a Specialization

View the Full Interview with Professor Meeks

What Recent Students Said About IMC 639

  • I liked the structure of the assignments – we write so many papers in grad school, it is nice to put information together in a different format (PowerPoint). I spent an equal amount of time doing research, but I liked the structure better, especially since that's how we typically communicate plans and ideas in my company.
  • Professor Meeks' thoughts on the discussion board always leaned toward real–world applications. She shared client examples and always kept me thinking of the business implications of our learning.
  • The textbook and weekly lessons were very clear and easy to understand. I felt the text was easy to get through and I enjoyed the content, which made the learning process more enjoyable.


Kristin Meeks
Profile: Meeks