BK209 - Digital Content Creation and Management

Credit Points: 15 credit points

Workload: 36 hours

Prerequisite: BB105 Marketing Principles

Co-requisite: N/A

Aims & Objectives

This is a second year core unit in the Bachelor of Business Digital Marketing discipline. For Course Learning Outcomes and further information relating to Bachelor of Business programs please visit our website:  http://www.mit.edu.au/study-with-us/programs/bachelor-business.

The aim of this unit is to introduce students to the concepts and practice of digital content creation and web- based applications in their practical applications in the real world. Producers of online contents are required to manage an online presence that delivers timely and relevant contents 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.

Unit topics include:

  • Integrated Marketing Communication and Content marketing.
  • Content management across digital channels.
  • Building technological capabilities and experiences.
  • Digital content design principles.
  • Developing and publishing digital content.
  • Social media strategy and content distribution.
  • IP and Content management
  • Tracking and Measuring 

Learning Outcomes

The Course learning outcomes applicable to this unit are listed on the Melbourne Institute of Technology’s website: www.mit.edu.au
At the completion of this unit students should be able to:
a. Understand the concepts and theories of content management across multiple and convergent digital channels and devices.
b. Design and produce engaging and responsive web-based applications within an enterprise-level content management system.
c. 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.
d. Classify and structure digital assets meaningfully via metadata and tag implementation.
e. Outline and justify personalisation and content targeting strategies that deliver special content offers mapped to customer journeys.


Assessment Task Due Date A B Unit Learning Outcomes
1. Formative assessment Week 3 - 5% a
2. Contribution and Participation Weeks 1-12 - 10% a-e
3. Digital Content Management assignment Week 5 15% - a
4. Digital Content Design - Individual Week 8 - 30% b,c
5. Digital Content Project Week 13 40% - b,c,d,e
TOTALS   55% 45% 100%

Task Type: Type A: unsupervised, Type B: supervised.

Contribution and Participation (10%)

Students are expected to attend each scheduled class, arrive on time and remain for the entire session. Adherence to this requirement will be reflected in the marks awarded for this assessment. Students are also strongly encouraged to actively participate in the class discussions and tutorial activities by answering questions, expressing their opinions, insights and their learnings from the course during the class hours.

Students are expected to contribute and participate actively in weekly online Moodle discussion forums. Students are also strongly encouraged to take the lead and facilitate active communication and interaction among their peers enrolled in this unit and academics.  The well-structured student discussion forums organized in this unit should be better utilized by assisting other students to review the unit content prior an assessment, expressing their opinions on materials that they read, insights and their learnings from the course in their free time. Adherence to this requirement will be continuously monitored by the academics outside the class hours and reflected in the marks awarded for this assessment.

Teaching Methods

NOTE: All School of Business units 3-hour workshops Flipped Classroom Mode.

Textbook and Reference Materials

Note: Students are required to purchase the prescribed text book and have it available each week in class.

Prescribed Text Book

  • There is no prescribed textbook for this unit.

Other recommended references

  • Roux, A. (2016). The Content Creation Strategy Guide: How to Plan, Create and Automate Content for Website and Social Media (6th ed.). Kindle.
  • Felke-Morris, T., College, H. (2017) Web Development and Design Foundations with HTML5, 8th Edition, Pearson, Australia.
  • Fischer, W. (2016). HTML: QuickStart Guide - Creating an Effective Website (HTML, CSS, Javascript), CreateSpace Independent Publishing Platform.
  • McFarland, D. S. (2015) CSS: The Missing Manual, 4th ed., O'Reilly Media; Sebastopol, CA.

Adopted Reference Style: APA can be found in MIT library referencing
The Referencing style for this using is APA: See the MIT Library Referencing webpage: https://library.mit.edu.au/referencing/APA and the Unit Moodle page for additional referencing support material and weblinks.

Graduate Attributes

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicate Independent and Lifelong Learning Ethics Analytical and Problem Solving Cultural and Global Awareness Team work Specialist knowledge of a field of study


Levels of attainment Extent covered
The attribute is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations.
The attribute is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations.
The attribute is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations.
The attribute is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials.
The attribute is not considered, there is no theory or practice or activities associated with this attribute.