T T4 104 2022 Course Specification

(1)

T4 2022

Course Title:

Content Marketing

Course Code:

MA3219

Program: Marketing Department: Marketing

College:

Business

Institution:

Umm Al-Qura University

Version:

2

Last Revision Date:

5/2/2023

Course Specification

T-104

2022

(2)

2

Table of Contents:

Content Page

A. General Information about the course 3

1. Teaching mode (

mark all that apply)

2. Contact Hours

(based on the academic semester)

3 B. Course Learning Outcomes (CLOs), Teaching Strategies and

Assessment Methods 5

C. Course Content 6

D. Student Assessment Activities 6

E. Learning Resources and Facilities 7

1. References and Learning Resources 7

2. Required Facilities and Equipment 7

F. Assessment of Course Qualit 7

F. Assessment of Course Quality

Assessment Areas/Issues Assessor Assessment Methods

Effectiveness of teaching

Chair, Students, External Stakeholders

Department and quality committee

Open discussions with the students

Anonymous surveys

Effectiveness of students assessment

Checking marking by the students themselves if it’s possible

7

(3)

3

Using the help of other members in reviewing the assignments/exams

Quality of learning resources

Review of course portfolios

Instructor assessment by students

The extent to which CLOs have been achieved

Course specifications are periodically reviewed at the departmental level.

Courses are updated periodically and compared to the benchmark standards.

Other

Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)

G. Specification Approval Data

COUNCIL

/COMMITTEE

DEPARTMENT

REFERENCE

NO.

DATE

28/01/2023

G. Specification Approval Data

(4)

4

A. General information about the course:

Course Identification

1. Credit hours:

3

2. Course type

a.

University

☐

College

☐

Department

☒

Track

☐

Others

☐ b. Required ☒ Elective☐

3. Level/year at which this course is offered:

Level 8

4. Course general Description

5. Pre-requirements for this course (if any):

E-Marketing, Marketing data

6. Co- requirements for this course (if any):

7. Course Main Objective(s)

1. Teaching mode (

mark all that apply)

No Mode of Instruction Contact Hours Percentage

1. Traditional classroom 30 100%

2. E-learning 3.

Hybrid

 Traditional classroom

 E-learning 4. Distance learning

2. Contact Hours

(based on the academic semester)

No

^Activity Contact Hours

1. Lectures 24

2. Laboratory/Studio 6

3. Field 4. Tutorial 5. Others (specify)

Total

30

(5)

5

(6)

6

B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods

Code Course Learning Outcomes

Code of CLOs aligned with

program

Teaching Strategies

Assessment Methods 1.0 Knowledge and understanding

1.1

An understanding of how companies share knowledge

K1 Lectures, Real

examples and case studies.

Continuous assessment (short quizzes).

1.2 Increase brand awareness

1.3

To have a holistic view of the content marketing

2.0 Skills

2.1 To control and manage online content

S1

Lectures, Real examples and case studies

2.2 To drive traffic on the social web and company’s website

S2

Lectures, Real examples and case studies

2.3

To answer the question how your content fulfils the expectations of your customer

S3

Lectures, Real examples and case studies

3.0 Values, autonomy, and responsibility

3.1

Increasing brand awareness » Lead generation » Converting leads into customers » Building the image as the industry leader

» Customer engagement » Customer retention » Website traffic » Sales

V1

Divide students in groups

Group Presentation

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7

Code Course Learning Outcomes

Code of CLOs aligned with

program

Teaching Strategies

Assessment Methods

3.2 ...

C. Course Content

No List of Topics Contact Hours

1. Business-to-Business Environment: Customers, Organization, and

Markets 3

2. Organizational Buying and Buyer Behavior ---

Total

D. Students Assessment Activities

No Assessment Activities *

Assessment timing (in week no)

Percentage of Total Assessment Score

1. Tests 7^th ²⁰

2. Assignments/ Presentation (using tools for CM- social media)

8^th & 11th 30

3. Attendance and participation 10

... Final Exam 15^th 40

*Assessment Activities (i.e., Written test, oral test, oral presentation, group project, essay, etc.)

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8

E. Learning Resources and Facilities 1. References and Learning Resources

Essential References Supportive References

Electronic Materials

YouTube on content marketing https://youtu.be/0R_3iarc8IA https://youtu.be/4KhLAsmyYs8 https://youtu.be/oljl0S0XJVI Other Learning Materials

2. Required Facilities and equipment

Items Resources

facilities

(Classrooms, laboratories, exhibition rooms, simulation rooms, etc.)

Standard classroom with capacity of 50 seats

Technology equipment

(projector, smart board, software) Computer, Data show, Internet access Other equipment

(depending on the nature of the specialty)

Open-discussions with the students Anonymous survey

F. Assessment of Course Quality

Assessment Areas/Issues Assessor Assessment Methods

Effectiveness of teaching

Open discussions with the students

Anonymous surveys

Effectiveness of students assessment

Checking marking by the students themselves if it’s possible

Using the help of other members in reviewing the assignments/exams

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9

Assessment Areas/Issues Assessor Assessment Methods

Quality of learning resources

Review of course portfolios

Instructor assessment by students

The extent to which CLOs have been achieved

Course specifications are periodically reviewed at the departmental level.

Courses are updated periodically and compared to the benchmark standards.

Other

Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)

G. Specification Approval Data

COUNCIL

/COMMITTEE

DEPARTMENT

REFERENCE NO.

DATE

28/01/2023

G. Specification Approval Data

COUNCIL /COMMITTEE REFERENCE NO.

DATE