Module Title:Content Writing
Language of Instruction:English
Credits: 5
NFQ Level:7
Module Delivered In 5 programme(s)
Teaching & Learning Strategies: Learners will be exposed to theory and practice of content writing through exposure to and study of academic materials (texts, journals etc.) and industry practice materials (web resources, case studies, live case examples, industry reports etc.). Classes will be tutorial in nature where learners will be expected to actively engage with module materials (online & offline), problem solving exercises and participate in class discussion and debate. Computer Laboratories – instruction classes will take place in computer labs to facilitate content creation
Module Aim: The aim of the course is to introduce the learner to the dynamics and challenges of the principles practices of content writing. It introduces the concept of engaging with, and acquiring customers using the creation and sharing of content.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1 To identify and explore the principles and practices of content writing and storytelling in a digital environment
LO2 To create and curate content for digital channels and map to the customer journey and personas
LO3 To develop and generate creative and original content through scripts, imagery and video for digital channels
Pre-requisite learning
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.

No recommendations listed
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed.
No requirements listed

Module Content & Assessment

Indicative Content
Principles of Content Writing
Content Writing Defined The Role of Content Writing
Crafting the Story
Storytelling in a digital context
Creating the content for audience personas
Creating the personas Mapping the content to personas
Content Creation
Creating the content - format, tone and channel formats
Search Engine Optimisation in content writing
Basic SEO for developing content
Content Management
Content editorial calendar Content management systems
The Content Plan
Create a content plan
Assessment Breakdown%
Continuous Assessment100.00%
Continuous Assessment
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project Learners will be required to plan and develop a content marketing plan. There will be a series of mini tasks and deliverables in week 3 6 and 9 of the term 1,2,3 100.00 Sem 1 End
No Project
No Practical
No End of Module Formal Examination

SETU Carlow Campus reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Laboratory Every Week 3.00
Independent Learning Every Week 6.00
Total Hours 9.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Laboratory Every Week 1.50
Independent Learning Every Week 7.50
Total Hours 9.00

Module Delivered In

Programme Code Programme Semester Delivery
CW_DPCCS_B Bachelor of Arts (Honours) in Content Creation and Social Media 5 Mandatory
CW_BHCPR_B Bachelor of Arts (Honours) Public Relations and Media 5 Mandatory
CW_BHCPR_D Bachelor of Arts in Public Relations and Media 5 Mandatory
CW_BBDMA_B Bachelor of Science (Honours) in Digital Marketing with Analytics 3 Mandatory
CW_BBDMA_D Bachelor of Science in Digital Marketing with Analytics 3 Mandatory