Content Marketing

Content Marketing


BUSAD 5833: 7 sessions, 21 hours
Dates: Thursdays, January 11–February 22
Time: 6–9:00 p.m.
Cost: $595 ($50 discount if registered by January 4)

Registration opens October 30.

Course Overview

Content marketing is the strategic development of authentic, high-value, high-engagement material to drive and develop a relationship with new and existing customers. In a time where consumers are more aware of marketing than ever, it’s important for professionals to create personalized, relevant content that is strategically delivered across a variety of channels.

This course delves into the personas, strategies, and tactics that transform a traditional marketing focus into a remarkable engagement machine across both print and digital domains. Over the course of seven weeks, students will learn how to build a content marketing plan from the ground up.

Students who complete Content Marketing will be able to further their technical acumen by enrolling in the Measuring Marketing Success course.

Course Scope and Sequence

This 21-hour course consists of face-to-face lecture and class discussion. Each week will cover writing strategies for a different channel, including events, web, and email.


While no experience is required for the course, familiarity with marketing and copywriting may be helpful.

Who Should Attend

Content Marketing is appropriate for beginners or marketers looking to cultivate their writing skills and strategy.

Course Objectives

The course will demonstrate how content works together in an articulated campaign. Students will learn the fundamentals of content marketing: creating personas and customer-centered content, developing a strategy, and evaluating a campaign’s success.

Continuing Education Units

Continuing Education Units (CEUs) are awarded based on a standard of one unit per ten (10) hours of classroom contact.

Note: The University reserves the right to cancel courses due to insufficient enrollment or other unforeseen circumstances.

Customized Programs

Companies and organizations can have these programs conducted at Penn State Great Valley or elsewhere. Program content can be customized to meet the needs of the company. Call 610-648-3281 for information.