Digital Content Marketing

Dr Agata Krowinska is a Lecturer in Digital Marketing at The Business School at Edinburgh Napier University. Prof Dr Christof Backhaus is Professor of Marketing and Head of Research at The Business School at Edinburgh Napier University. Benjamin Becker has been working for Omnicom Media Group Germany for 10 years. As Managing Partner, he is responsible for the group's new business and corporate communications as well as business transformation. Fabian Bosser works at Omnicom Media Group Germany, with the Team responsible for the development of new products, content strategies and customized models in an international context.

1. Introduction to Content Marketing; 2. Content Marketing Planning, Execution and Measurement; 3. Content Marketing ideation: How to generate and manage creative concepts; 4. Value Creation Through Digital Content: Informative Value; 5. Value Creation Through Digital Content: Entertainment Value; 6. Value Creation Through Digital Content: Social Value; 7. Value Creation Through Digital Content: User Co-creation Value; 8. Digital Content and Social Media Influencers; 9. Content Curation: Best Practices and Techniques; 10. Content Marketing and Sponsorship; 11. The Dark Side of Content Marketing; 12. Contemporary and Emerging Content Marketing Trends