Digital Content Production is a hands-on course that bridges strategy and theory with practical application. Students learn to plan and produce compelling content across a full range of digital channels, from blogs and email campaigns to paid search, landing pages, and rich media, while developing the analytical mindset needed to measure and iterate on their work.

The course is structured around a single, semester-long project: building a content strategy and production portfolio. Each week's session introduces a new channel or discipline, and students produce a deliverable tied to that week's learning. By the end of the course, students will present a polished, client-ready content strategy pitch backed by their body of work.

Upon successful completion of this course, students will be able to:

• Develop a comprehensive omnichannel content strategy aligned with brand objectives and audience needs
• Produce professional-quality content adapted to diverse digital platforms and formats
• Apply foundational design and branding principles to ensure visual and tonal consistency
• Write SEO-optimized long-form content and craft high-converting email campaigns
• Build and evaluate paid search and display advertising concepts
• Create and edit short-form video and audio content using industry-standard tools
• Design landing pages and web experiences with conversion and UX principles in mind
• Define relevant KPIs and use analytics platforms to assess content performance and inform strategy
• Communicate a data-informed content strategy clearly in a client-facing pitch format

Students will also develop familiarity with software such as:

• Graphic Design Software such as Canva/Affinity Designer
• Copywriting Tools such as Hemingway Editor
• Ads and Measurement Tools such as Google Ads/Analytics and Meta Ads Suite
• Email Marketing Software such as Klaviyo
• Video Editing Software such as CapCut
• Varied AI Tools

Attendance (80%) is a requirement to pass this course. In case of absence, please notify the lecturer in advance.

This course runs in a blended format combining asynchronous pre-work with structured in-person sessions. Each session follows the same rhythm:

• Pre-Work (async, before class): A preparation assignment completed independently before the session. Due Sunday 11:59PM before class. This application is essential to reinforcing the theory, and gives us the opportunity to evaluate and improve our work through feedback.
• Recall & Feedback Exercise (in-person): We will review the prior week and a few samples to ensure understanding
• Lecture (in-person): A focused presentation covering the theory, strategy, and real-world application of the week's topic.
• Walkthrough (in person): The instructor demonstrates the primary tool or platform for the session step-by-step so students can follow along.
• Workshop (in person): Students work hands-on to produce a piece of content or complete an exercise.

Access to tools

This course is hands-on. We’ll use a variety of tools to mimic the work content marketers do in the professional world. However, all tools utilized will be free variants in order to maintain accessibility.

Weekly assignments are due by 11:59 PM on Sunday before class and are submitted on Canvas.

Final Project / 30%

• A polished client-facing content strategy pitch with assembled portfolio assets, presented live in the final class and submitted as a content proposal.

Pre-Work Assignments / 40%

• Async preparation tasks completed before each in-person session and submitted via the course platform.

Workshops, In-Class Critique & Participation / 30%

• Any in-class workshop content submitted in class.
• Ongoing constructive contributions to peer feedback sessions throughout the semester.
• Overall quality contributions to the learning environment

These grades are then subject to the standard scoring system:

• 90–100 points: Excellent (1)
• 80–89 points: Good (2)
• 70–79 points: Satisfactory (3)
• 60–69 points: Sufficient (4)
• 0–59 points: Failed (5)

Note on workload: This course carries 5 ECTS, corresponding to approximately 125 hours of total student effort across the semester. This includes contact hours (22.5 hrs), pre-work assignments, workshop preparation, project development, and final presentation preparation.

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