SMD201 - Internet Writing and Content Development Strategies

Outline info
Last revision date 2018-07-04 15:41:21.383
Last review date 2018-07-16 00:15:00.743

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.

It is recommended that all 100 series courses of this program be completed prior to registering in a 200 series course.

Topic Outline

  • Basic principles of writing for visual impact on the web
  • Basic html
  • Blogging
  • Magazine style pieces
  • Mass content producers
  • Entire website content
  • Web producing
  • Social media
  • Introduction to SEO principles
  • Adding to text with images
  • Creating your own opportunities

Mode of Instruction
This course is delivered online.  This may involve the use of digital materials and/or a text, group discussions, interaction with your instructor and online activities.

Prescribed Texts

None required.  Readings and materials will be provided by the instructor.

Reference Material

Required Supplies

Promotion Policy

Grading Policy
A+ 90%  to  100%
A 80%  to  89%
B+ 75%  to  79%
B 70%  to  74%
C+ 65%  to  69%
C 60%  to  64%
D+ 55%  to  59%
D 50%  to  54%
F 0%    to  49% (Not a Pass)
EXC Excellent
SAT Satisfactory
UNSAT Unsatisfactory

For further information, see a copy of the Academic Policy, available online ( or at Seneca's Registrar's Offices.

Modes of Evaluation
Assignments are due on the dates specified. Should extenuating circumstances arise, please contact your instructor prior to the assignment due date so that an appropriate course of action can be established. Late assignments may be subject to a penalty of up to 10% per week and will not generally be accepted beyond two weeks from the due date.
In cases of cheating or plagiarism, the College Academic Policy will prevail. Please ensure that all assignments and reports are properly documented.
Students are referred to the following website for Seneca College Library style guides, Academic Honesty Policy and Copyright guidelines:  http:/
Dates for evaluations are specified in the weekly schedule addendum to this outline. The evaluation process may include, but is not limited to, tests, exams, assignments or presentations. Any absences or missed submissions due to medical or other reasons must be supported by medical or other appropriate documentation within one (1) week of the due date. The faculty and program area must be notified immediately in the event of a missed evaluation. Upon acceptance of the documentation, the weighting of the missed deliverable will normally be applied to the final exam.
English Competency
The ability to communicate effectively is essential for success in business. Therefore, you must demonstrate English competency in this course in both oral and written work. Ensure your written work includes correct sentence structure, spelling and punctuation. Always spell check, edit and proofread your work.
Grading is based on the following marking scheme:
Assignments (4)             85%
Participation                   15%

Digital Media – Privacy
This course requires hands-on interaction with various digital media tools.  It is recommended that you read the privacy policy of any tools, websites or apps that may be used during assignments, online discussions, reports or presentations.  Note that most assignments and other course assessments involve publicly posting or sharing information.  This is essential to enable you to evaluate and compare various digital options.  If you have any concerns about utilizing digital media tools as described above, please contact your instructor directly to discuss alternatives.

Please retain this course outline document for future educational and/or employment use.

Academic Program Manager:

Emiliano Introcaso

Approved by: Academic Program Manager Emiliano Introcaso