University of Canberra adds a content marketing major as part of journalism degree

UniversityThe University of Canberra is to launch a content marketing speciality within its journalism degree claiming it is catering to a demand which has always been there.

Matthew Ricketson a professor of journalism with the university told Mumbrella:”Places like the now employ more than 50 journalists,” said Ricketson.

“They are doing journalistic work, banks such as the ANZ, not-for-profits and other organisations are doing journalistic work and we are saying that if you have a more commercial bent that’s a good way to go.”

The move will see the University of Canberra now offering a journalism degree, with additional streams in areas that now include both content marketing or social and digital campaigning with the latter aimed at those going into advocacy.

“We are making overt what has always been there in the practice of journalism,” said Ricketson. “There have always been people who have headed off more in the direction of a commercial end of the business, there have those who have headed towards advocacy and there are more writing type people.

“We are making that explicit and catering to all three.”

The Canberra based Content Marketing Institute’s chief strategy officer Robert Rose has agreed to join the degree’s industry advisory committee and welcomed the new stream.

“I commend the University of Canberra for having the foresight to establish the degree. It’s a smart move.” said Rose. “A lot of other journalism schools have been talking about it, but the University of Canberra has made it happen.

“As far as we are aware this is the first undergraduate Bachelor of Journalism majoring in content marketing degree in the world and I am delighted to be able to play a part in it.”

Nic Christensen 


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