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Content Marketing


IMC 639

Workload:   Intensity Level 4 out of 5 (8-10 hours per week)

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.

Course Learning Outcomes

Upon successful completion of IMC 639, students will be able to:

  • Apply different types of content generation to new and traditional marketing channels.
  • Identify when to use content marketing vs. traditional marketing strategies and tactics.
  • Identify what skills and talents are required to create an effective content marketing team.
  • Comprehend the full content marketing cycle from planning and strategizing to measurement and optimization.
  • Apply necessary processes and steps to develop an effective content marketing plan.

Course Topics

  • Getting Started
  • How Content Marketing Works, Putting a Team Together and Planning Your Strategy
  • The Right Mindset to Succeed in Content Marketing
  • How to Effectively Monetize Content Marketing
  • Studying Your Niche and Target Audience and the Role of Promotion for Better Content Marketing
  • Content Marketing Plan for Measuring Successful Strategies and Writing and Posting Great Content
  • Mistakes to Avoid in Content Marketing and the Future of Technology

Top 3 Course Takeaways

  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.

Complementary IMC Courses


Content Marketing is a course included in the following IMC specializations:

Instructor Insights


  • 0:29 - Professor Meeks' background and passion for content marketing
  • 6:40 - The evolution of the Content Marketing Course
  • 11:03 - Top three takeaways from IMC 639
  • 12:40 - Course structure, intensity and workload
  • 16:49 - Complementary WVU IMC courses
  • 22:47 - Applying content marketing to your career
  • 25:22 - Professor Meeks' teaching style and favorite teaching moments

Student Feedback 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.

IMC 639 Faculty

Kristin Meeks
Profile: Meeks
Kathryn S. Wilson
Profile: Wilson