KCOE 4190 - Content: a new playground for Brands to connect with digital cultures

The course's objectives are:

• Provide a broad overview of content fundamental tactics and brand strategies.
• Understand the new algorithmic media landscape and the impact of AI in content production
• Study the evolution of content and its different forms (brand content, content marketing, hero content, influence strategy…)
• Show why mastering content and creators is key in a platform-driven digital world.
• Discover and analyze new trends in formats, grammars, and content producers.
• Provide grids and tools to evaluate and manage content programs.
• Evaluate the challenges of brand safety and responsibility

Course taught in English Language: a C1 Level in English is required to register for this course.

12 x 2h00

• Active individual participation, review of industry hot trends 10%
• Exposé - work in groups of 2 or 3, around the analysis of a content trend, or the content strategy of a Brand, an organization or even an individual (20%)
• AI driven task - in groups of 2 or 3, use AI to craft a content strategy on a given brief (analyze, plan, design) (30%)
• Final task "Agency Pitch mode" : Group work based on collective assignment (content strategy brief) (40%)