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Content Strategy for Professionals

MOOCs in Content Strategy, led by Medill IMC and Journalism Professor Candy Lee and former Dean John Lavine, use credible, trustworthy, transparent media to communicate stories and information to enhance an organization’s strategic goals.

Topics like “Engaging Audiences for your Organization” and “Expanding Your content’s Impact and Reach” are just a few notable MOOC courses in this subject, and are applicable to professionals in all industries who want to leverage content to be successful.

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Viki Niki
“@ContStrategy it was honestly eye-opening, how couldn't I enjoy it? Highly recommended to anyone interested in #contentmarketing”Viki Niki
Chard Verschuur
“We're at the last stretch of the #contentstrategy class @ContStrategy. best #MOOC ever. very useful for #communication professionals.”Chard Verschuur

Courses

High Performance Collaboration: Leadership, Teamwork, and Negotiation

Are leaders born or made? Learn the essential skills to develop and expand your leadership repertoire, design teams for collaboration, and craft win-win negotiation strategies. In this course, students will engage in self-assessments to analyze their leadership style, develop team charters to optimize their groups, and develop a game plan for effective negotiation.

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Leadership Communication for Maximum Impact: Storytelling

Storytelling is an essential part of leadership. Effective leaders communicate to inspire talent to excel; to partner with investors and communities; to engage with customers and clients and to grow their impact in the world as part of a global community. Cultivating an authentic, trustworthy and compelling narrative is vital to a leader’s success. This course helps leaders find their own story through personal branding; develop storytelling success with all constituencies; initiate an effective voice for crisis; interact well through social and third party media; and communicate a vision for innovation.

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Leadership Through Social Influence

This course will provide students with a systematic general framework for analyzing persuasive influence situations. Students will be able to identify different challenges faced by persuaders and to fashion appropriate strategies for addressing those challenges. The broad goal is to provide students with not only an extensive persuasion tool kit, but also with an understanding of how different tools are useful in different situations. Specifically, the course will address four broad strategies: for influencing people’s personal attitudes; for affecting social factors influencing behavior; for affecting people’s perceived ability to undertake the desired behavior; and for inducing people to act on their existing intentions.

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Leadership Through Marketing

The success of every organization depends on attracting and retaining customers. Although the marketing concepts for doing so are well established, digital technology has empowered customers, while producing massive amounts of data, revolutionizing the processes through which organizations attract and retain customers. In this course, students will learn how to identify new opportunities to create value for empowered consumers, develop strategies that yield an advantage over rivals, and develop the data science skills to lead more effectively, allocate resources, and to confront this very challenging environment with confidence.

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Leadership Through Design Innovation

Today’s workplace calls for a new style of leadership to embolden and accelerate innovation. Design offers a novel way of discovering opportunities and bringing new approaches to life in ways that benefit all stakeholders. Learn how to engage with end users, effectively frame problems, identify potential solutions, and build prototypes to test assumptions and learn what works (and doesn’t). Then dive into a range of ways large and small to bring design innovation into your organization.

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Organizational Leadership Capstone Project

In the case study, you will be asked to assume the role of the incoming chief executive officer of a fictitious privately held medical device company. From the company’s standpoint, its customers are the clinics that use and dispense its products, rather than the end-users of the company’s products. The company is currently facing a range of challenges, including obstacles to access for world-wide users of the company’s product, as well as internal conflict about the company’s priorities and a new disruptive technology. You will be asked to help the board address key changes in the industry, by developing a strategy to meet these challenges.

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