Gain the insights, techniques and skills to strategically use content to grow your business.
6 weeks, excluding
orientation
7–9 hours per week
self-paced learning online
Weekly modules,
flexible learning
1
An expert-led understanding of how content can be strategically leveraged to achieve business goals.
2
A content strategy that includes copywriting, social media, analytics, storytelling, content management and digital innovation.
3
Practical and critical thinking skills to develop a unique, innovative and measurable content strategy for your business.
Over the duration of this online short course, you will work through the following modules:
Module 1
Defining Content Strategy
Discover how content can be used strategically to achieve business goals.
Module 2
Keyword Analytics, Content Writing and Social Media
Explore how content analytics informs effective content writing for newsletters, emails, blogs and social media.
Module 3
Constructing Visual Narratives
Learn how to use visual elements to tell stories, convey emotion and maximize impact.
Module 4
Becoming a Brand-Driven Storyteller
Develop your creativity and enhance your communication skills.
Module 5
Supporting Content Strategy Within a Business
Explore techniques, positions and roles that are key to achieving business growth through a content strategy.
Module 6
Leveraging New Digital Technologies and Innovation
Contemplate the challenges and opportunities that emerging technologies and innovation present to content strategy.
Please note that module titles and their contents are subject to change during course development.
Candy Lee
Professor, Medill School of Journalism, Media, Integrated Marketing Communications at Northwestern University
Candy Lee teaches journalism and integrated marketing communications at Northwestern Medill. Previously vice president of marketing at the Washington Post, she oversaw multiple business functions, from marketing to research.
Prior to joining the Washington Post, Lee was president of ULS Loyalty Services, the sister company of United Airlines. She led a range of businesses that included united.com, the MileagePlus credit card group, Mileage Plus program and its partners, media on planes and other business arenas. Prior to United Airlines, Lee was managing director at iFormation Group, formed by Goldman Sachs, Boston Consulting Group and General Atlantic Partners.
During her lengthy career in publishing, she was president of Troll Communications, a leader in K-12 education, and publisher of Harlequin Enterprises, an international publisher in 100 countries. She has worked in many countries in publishing and retail.
This Northwestern Medill online course is delivered in collaboration with online education provider GetSmarter. Join a growing community of global professionals, and benefit from the opportunity to:
Gain verifiable and relevant competencies and earn invaluable recognition from an international selection of universities, entirely online and in your own time.
Enjoy a personalized, people-mediated online learning experience created to make you feel supported at every step.
Experience a flexible but structured approach to online education as you plan your learning around your life to meet weekly milestones.