This course offers a hands-on introduction to the fundamentals of content creation for external organizational communication. Students will explore how to craft compelling messages across a range of media platforms, including social media, email, blogs, and press releases, while gaining practical experience through real-world projects. Emphasizing strategic thinking, brand voice, and the use of digital tools, the course prepares students to develop impactful content that strengthens an organization’s public presence. The class culminates in a final portfolio project showcasing each student’s work.

After you have completed this course, you will be able to:

1. Develop a comprehensive omnichannel content strategy for an organization
2. Create professional-quality content that can be tailored to diverse digital platforms
3. Utilize industry-standard digital tools for content creation
4. Identify KPIs and leverage basic analytics to understand content effectiveness

Students need to attend at least 80% of sessions in order to pass the course.

This course includes both asynchronous and in-person sessions.

Asynchronous (In Canvas):

Pre-Work: Readings, preparation, and assignments completed in preparation for the week

In-person (at WU):

Lecture: Students learn the theory and key strategies behind the work we’ll conduct in-class

Walkthrough: Walkthrough of the relevant tool(s) (When applicable)

Workshop: Students work on an in-class activity (When applicable)

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)

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.

There are no regularly scheduled office hours, but students can request time for assistance if needed with the instructor.