B_PH_PTS_p Process of Creating a Brand Content Strategy

NEWTON University
summer 2026
Extent and Intensity
0/2. 4 credit(s). Type of Completion: graded credit.
Teacher(s)
Ing. Daniela Vrtišková (seminar tutor)
Guaranteed by
Ing. Daniela Vrtišková
Centre for Marketing – Academic Department – NEWTON University
Timetable of Seminar Groups
B_PH_PTS_p/01: Wed 16:50–18:20 PH Učebna 01, D. Vrtišková
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
The course introduces students, through a practical approach, to the strategic creation of content for a real or virtual brand. Upon completion of the course, students will be able to collect and analyze data about the brand itself, customers, and the market, and based on this integrated insight, design, recommend, and subsequently create content in various formats and types for different communication channels. Graduates of the course will also become familiar with appropriate metrics for evaluating success, as well as with the practical aspects of content creation.
Syllabus
  1. Fundamentals – what copywriting is, what content marketing is, introduction to the course, organization of work
  2. Data Collection – client, market, customer
  3. The Role of SEO in Content Creation
  4. Strategic Brief Before Writing, Mental and Physical Brand Availability
  5. Naming and Slogans
  6. Sales Copy and Website Copywriting
  7. Content Marketing Formats and Types – e-book, article, white paper
  8. Content Creation for Social Media
  9. Emails and Email Marketing
  10. Analytics, Metrics, and Content Evaluation
  11. The Work of a Copywriter, Tools, and Revision
  12. Final Summary and Course Completion
Literature
  • CASEY, Meghan. The Content Strategy Toolkit: Methods, Guidelines, and Templates for Getting Content Right (Voices That Matter). Indianapolis: New Riders, 2015. 272 s. ISBN 978-0-13410-510-9.
  • Contentmarketinginstitute.com/blog
  • Copyblogger.com/blog/
  • HALVORSON, Kristina; RACH, Melissa. Content strategy for the web. : New riders, 2012. 224 s. ISBN 978-0-32180-830-1.
  • JUST, Vladimír. Velký slovník floskulí. Voznice: Leda, 2009. 352 s. ISBN 978-80-7335-185-4.
  • WILSON, Pamela. Master Content Strategy: How to Maximize Your Reach and Boost Your Bottom Line Every Time You Hit Publish. New York: BIG Brand Books, 2018. 218 s. ISBN 978-0-99787-542-3.
  • MCCOY, Julia. Practical Content Strategy & Marketing: The Content Strategy & Marketing Course Guidebook. Scotts Valley: CreateSpace Independent Publishing Platform, 2017. 366 s. ISBN 978-1-97831-828-1.
  • MCDONALD, Ry. Content Marketer's Guide to Ideation: One Framework & 32 Exercises For Unbeatable Content. x: Independently published, 2017. 187 s. ISBN 978-1-52061-407-6.
  • Obsahova-agentura.cz
  • Velocitypartners.com/blog
  • KING, Stephen. O psaní. Olomouc: BETA Dobrovský, 2015. 224 s. ISBN 978-80-7306-706-9.
Assessment methods
The course is completed by a graded credit. The credit is awarded upon successful completion of continuous coursework during the semester, submission of a presentation covering selected types and formats of content discussed in the course (name, website text, e-mail newsletter, article draft, and social media content), including the proposal of metrics for measuring their effectiveness, and an oral defense of the project.
Language of instruction
Czech
The course is also listed under the following terms summer 2025.
  • Enrolment Statistics (recent)
  • Permalink: https://is.newton.cz/course/nu/summer2026/B_PH_PTS_p