The goal of this course is to give students the technical and hands-on experience required to develop digital content that helps a brand meet business objectives. In this course, students learn the skills, concepts, and theories relevant to developing content for a brand or pruduct. Then, they apply these concepts in the process of creating a Shopify website for a product of their choosing. This course is hands-on and students will be working in some of today’s most popular marketing platforms, including AI tools that facilitate content creation.

At the completion of the course, students will be able to:

• Build a website that’s optimized for search (SEO) and communicates a product’s value proposition and brand attributes
• Conduct keyword research and write meta tags that help a website rank in organic search results
• Develop content that aligns with marketing objectives and promotes a product in an on-brand way
• Interpret brand guidelines in order to apply visual and written elements of a brand to a website and marketing content
• Develop photography and video assets that highlight the key features of a product
• Leverage AI tools to increase efficiency in the content creation process

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):

• Lecture: Students learn the theory and key strategies behind the work we’ll conduct in-class.
• Pre-Work: Assignment done in preparation for the week’s in-person workshop.

In-person (at WU):

• Walkthrough: Professor will walk students through the tool we’ll be using that day.
• Workshop: Students work on an in-class activity. The work from this activity is submitted and graded in Canva.

Access to tools*
This course is hands-on. We’ll use a variety of tools to mimic the work content marketers do in the “real world.” Students will be required to access the following tools:

• Shopify
• Canva
• Adobe Lightroom
• Descript
• ChatGPT
• Descript
• Vouchfor
• Dall-e (Optional)
• Synthesia.io (Optional)

*NOTE: Access to Shopify could require a small fee. List subject to change.

• Final Project (40%): Students build a website for a product of their choice. (Professor will provide options in-class.)
• Screenshot and Share (10%): Example that illustrates an understanding of the concept covered in lecture.
• Pre-work (20%): Assignment done in preparation for the week’s in-person workshop.
• Workshop Assignment (20%): Students submit the work they performed in-class.

These assignments build up to the final project.

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