In an environment where we are all “always on,” it is increasingly important for brands to have a presence in our lives that is truly relevant. We actively seek more—more information, more entertainment, more usefulness—and that is exactly what Content Marketing can provide. Marketing so well executed and integrated that it doesn’t even feel like marketing.

Content Marketing is based on relevant, high-quality, personalized content that captures the attention of those we aim to turn into loyal followers. Creating it requires effort and careful planning. It demands that brands know how to tell their stories and make use of the data their fans provide to create meaningful content that fosters a genuine connection with customers.

The goal of this course is to promote a deeper understanding of this new and essential area of Marketing and to equip students with the tools that will help them incorporate this discipline into their communication strategies. The teaching methodology includes both theoretical and practical sessions, featuring the presentation and analysis of real-world cases.