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Course Outlines

MKTG 2352 Content Planning

School School of Business + Media
Program Marketing Management
Course Credits 4
Minimum Passing Grade 50%
Start Date January 07, 2021
End Date March 27, 2021
Total Hours 48
Total Weeks 12
Hours/Weeks 4
Delivery Type Other
CRN 88389

Acknowledgement of Territories

The British Columbia Institute of Technology acknowledges that our campuses are located on the unceded traditional territories of the Coast Salish Nations of Sḵwx̱wú7mesh (Squamish), səl̓ilwətaɁɬ (Tsleil-Waututh), and xwməθkwəy̓əm (Musqueam).

Instructor Details

Name Angela Crocker
E-mail Instructor to provide
Location Instructor to provide
Office Hours Instructor to provide

Course Description

Every company that leverages a website, blog, video channel, podcast, email newsletter, and/or social media needs effective and efficient content planning. By learning a multi-step, iterative, content planning process, students build new digital skills that can be applied in real world contexts. Content planning saves time, creates more professional content, enhances brand consistency, and assists in building relationships with customers. The focus of this course will be to provide the student with content planning strategies and content creation techniques to fuel the digital marketing efforts of any organization.

Course Learning Outcomes/Competencies

Upon successful completion of this course, the student will be able to:

  • Explain the advantages of formal content creation for a company, non-profit, or business.
  • Distinguish between different content platforms; comparing and contrasting the benefits and drawbacks of each option.
  • Assemble and organize potential content topics supported by formal brainstorming and research techniques.
  • Formulate realistic timeline for content production and develop a corresponding workflow on an editorial calendar.
  • Gain confidence in ability to create content in a variety of formats – text, images, audio, and/or video.
  • Create a strategy, and corresponding tactics, to engage with digital audiences.
  • Learn to appraise audience responses and author appropriate.
  • Reflect on the iterative process of content planning and use experience-based knowledge to refine future content.

Learning Resources

  • Textbook: The Content Planner: A Complete Guide to Organize and Share your Ideas Online by Angela Crocker (Self-Counsel Press, 2017, ISBN 978-1-77040-277-5)
  • The textbook is available in print and eBook editions. Either format will do.
  • Additional readings and resources will be provided.
  • Student will need access to a computer and the internet.

Evaluation Criteria

Criteria % Comments
Small assignments30%6 assignments x 5%
Large assignment25%
Online discussion20%

Course Specific Requirements

  • Working knowledge of computers and the internet.
  • Working knowledge of a word processing program (Microsoft Word, Google Docs, Pages, or similar)

Course Schedule and Assignments




Week 1 – Jan 7

Welcome lecture and introductions

Overview of content planning

Learning logistics (Learning Hub, email, attendance policy, academic integrity, etc.)

Online discussion (1 of 9) (20%)

Week 2 – Jan 14

Identifying purpose to fuel content

Owned versus earned media

Online discussion (2 of 9)

Week 3 – Jan 21

Getting to know your audience

Defining your audience beyond demographics

Overcoming audience distractions

Online discussion (3 of 9)

Week 4 – Jan 28

Platform options

Selecting where to publish online

Digital storytelling

Online discussion (4 of 9)

Purpose statement assignment due (5%)

Week 5 – Feb 4

Idea generation

Intellectual property

Privacy requirements

Online discussion (5 of 9)

Persona assignment due (5%)

Week 6 – Feb 11

Editorial calendar

Workflow schedules

Approvals process

Online discussion (6 of 9)

Platform plan assignment due (5%)

Week 7 – Feb 18

Content creation (text)

Quality versus quantity

Working with style guides

Online discussion (7 of 9)

Week 8 – Feb 25

Content creation (images, video and audio)

Graphic design

Audio-visual recording techniques

Online discussion (8 of 9)

Editorial calendar assignment due (5%)

Week 9 – Mar 4

Publication and social sharing

Digital listening and online community engagement

Online discussion (9 of 9)

Workflow documentation assignment due (5%)

Week 10 – Mar 11


Quiz (25%)

Week 11 – Mar 18

How data can inform next steps

Understanding metrics & analytics

Peer review assignment due (5%)

Week 12 – Mar 25

Iterative process of content planning

Digital living productivity

Content Plan due (25%)

Note: Students should consult The Learning Hub for precise date/time of all deadlines.

BCIT Policy

Any student who needs special assistance in the event of a medical emergency or building evacuation (either because of a disability or for any other reason) should promptly inform their course instructor(s) and Accessibility Services of their personal circumstances.

Human Rights, Harassment and Discrimination:
The BCIT community is made up of individuals from every ability, background, experience and identity, each contributing uniquely to the richness and diversity of the BCIT community as a whole. In recognition of this, and the intrinsic value of our diversity, BCIT seeks to foster a climate of collaboration, understanding and mutual respect between all members of the community and ensure an inclusive accessible working and learning environment where everyone can succeed.

Respect, Diversity, and Inclusion is a supportive resource for both students and employees of BCIT, to foster a respectful learning and working environment. Any student who feels that they are experiencing discrimination or harassment (personal or human rights-related) can confidentially access this resource for advice and support. Please see Policy 7507 – Harassment and Discrimination and accompanying procedure.

Students should make themselves aware of additional Education, Administration, Safety and other BCIT policies listed at

Guidelines for School of Business + Media

Students must successfully complete a course within a maximum of three (3) attempts at the course. Students with two attempts in a single course will be allowed to repeat the course only upon special written permission from the Associate Dean. Students who have not successfully completed a course within three attempts may not be eligible to graduate from their respective program.

Regular attendance in lectures and labs is seen as integral to student success, therefore, attendance in class is monitored. Unexcused absences in excess of 10% of the time prescribed for this course may result in the assignment of a failing grade. Attendance may be taken at any time during class. A student not present for attendance will be marked absent. A student who leaves class for a period of time deemed excessive by the instructor may be considered absent regardless of whether they are present when attendance is taken.

In case of illness or other unavoidable absence, students must communicate with the instructor, or the appropriate Program Head, as soon as possible (preferably in advance) indicating the reason for the absence. Students who are seeking accommodation for a medical absence must have a BCIT-approved medical certificate ). For other absences, students must be prepared to provide appropriate supporting documentation.

A student who has unexcused absences in excess of 10% of the time prescribed for the course by the Withdrawal Deadline is considered to have ‘Vanished’ and will be assigned a grade of ‘V’. In these cases, no further work will be graded.

These requirements are set out in accordance with BCIT Policy 5101 Student Regulations. More information regarding withdrawals from PTS courses is available at


I verify that the content of this course outline is current.
Angela Crocker, Instructor
November 12, 2020

I verify that this course outline has been reviewed.
Danielle Wilson, Program Head
November 20, 2020

I verify that this course outline has been reviewed.
Tracey Renzullo, Program Head
November 25, 2020

I verify that this course outline has been reviewed and complies with BCIT policy.
Morgan Westcott, Associate Dean
November 25, 2020

Note: Should changes be required to the content of this course outline, students will be given reasonable notice.