Digital Content Management
Overview
Content producers are required to manage an online presence that delivers timely and relevant content to users in real time across a myriad of digital channels and devices. This unit aims to cultivate technical knowledge and skills in building and managing responsive and dynamic web-applications within a commercial digital content management system. Through principles of information architecture, applications are structured to organise digital assets for accessible and efficient delivery. Through strategies and techniques of content velocity and personalisation, web-applications are optimised to promote relevant content with a view to making technology transparent to the end-user experience
Requisites
Learning outcomes
Students who successfully complete this unit will be able to:
- Design and produce responsive and engaging web-based applications within an enterprise-level content management system
- Design and implement an information architecture to optimise web-based applications for efficient delivery of digital assets over multiple and convergent digital channels and devices
- Meaningfully classify and structure digital assets via metadata and tag implementation
- Outline and justify personalisation and content targeting strategies that deliver unique content offers mapped to customer journeys
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| Face to Face Contact (Phasing out) Lecture | 1.00 | 12 weeks | 12 |
| Face to Face Contact (Phasing out) Tutorial | 2.00 | 12 weeks | 24 |
| Specified Learning Activities (Phasing out) Various | 7.50 | 12 weeks | 90 |
| Unspecified Learning Activities (Phasing out) Individual Study | 2.00 | 12 weeks | 24 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment 1 | Individual | 60% | 1,2,3,4 |
| Assignment 2 | Group | 25% | 1,2,3,4 |
| Research Report | Individual | 15% | 2,3,4 |
Content
- Introducing theories and issues in content management across multiple and convergent digital channels and devices
- Introducing theories and issues in information architecture
- Building technical skills within an enterprise-level content management system to produce responsive and engaging digital experiences
- Designing and producing page-independent content with channel-neutral and channel-specific variations
- Introducing strategies and techniques for organising digital assets via metadata and tag implementation
- Introducing techniques and methods of personalisation and content targeting for segmented user profiles
- Establishing research skills in mapping information models to customer journeys
- Introducing principles of search engine optimisation
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.