SMD201 - Internet Writing and Content Development Strategies

Outline information
Schools offering this subject
Last revision date 2018-07-04 15:41:21.129
Last review date 2018-07-16 00:15:00.747

Subject Title
Internet Writing and Content Development Strategies

Subject Description

This subject will allow students to develop writing strategies for multiple online marketing channels and learn how to determine which medium is best suited for the message, how to translate print and broadcast strategies for online and how to make digital content engaging both externally and internally. We will address how to maximize search results, get more click-throughs and conversions through strategic writing of various content online such as: headlines, articles, press releases, social media profiles, FAQs, email copy, LinkedIn employee pages, Google+ Chats/Hangouts as well as enterprise social networking software like Chatter and Yammer. 

Credit Status
SMD201 is a compulsory credit subject for students in the Social Media Communication Graduate Certificate. It is a pre-requisite for the remaining courses in the Social Media
Communication Graduate Certificate.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Demonstrate how effective internet copywriting and content development can maximize conversions.
2. Select the appropriate medium for the particular message you wish to convey.
3. Outline content writing strategies that ensure internal and external user engagement.
4. Develop writing strategies for multiple online marketing channels.
5. Propose how print and broadcast strategies can be translated for online use.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Manage the use of time and other resources to complete projects.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.