Content MarketingLaajuus (5 cr)
Code: 3041250
Credits
5 op
Objective
The student is able to
- Construct a content marketing strategy which connects organization with potential target segment
- Prepare a content strategy plan
- Use various social media channels in creating an authentic brand story
- Produce marketing campaign for social media
- Track and analyze the content
Content
- Introduction to social media
- Unique selling point of major social medias
- Developing persona potential target audience via inductive and shadow approach
- Effective use of social media in marketing communication
- Tools and metrics for website optimization
Enrollment
02.12.2024 - 31.12.2024
Timing
01.01.2025 - 31.05.2025
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Unit
Engineering and Business
Campus
Location-independent
Teaching languages
- English
Degree programmes
Teachers
- Jaana Merikallio
- Ajaya Joshi
Groups
-
PINBOS23
Objective
The student is able to
- Construct a content marketing strategy which connects organization with potential target segment
- Prepare a content strategy plan
- Use various social media channels in creating an authentic brand story
- Produce marketing campaign for social media
- Track and analyze the content
Content
- Introduction to social media
- Unique selling point of major social medias
- Developing persona potential target audience via inductive and shadow approach
- Effective use of social media in marketing communication
- Tools and metrics for website optimization
Materials
All materials will be available in Itslearning.
Teaching methods
Live online sessions
Independent work
Reserach/ peer review
Online all group meetings via Zoom
Small team meeting via Teams or Zoom
Exam schedules
No exam
International connections
Flipped, student-centric approach, learning by doing
Completion alternatives
None
Student workload
133 hrs
Content scheduling
The aim of this course is to provide students with holistic knowledge and key principles of content creation as well as content sharing in social media. After course completion students:
- know the essentials of content marketing
- know how to build a buyer persona and buyer’s journey
- know the elements of a good blog post and write one
- learn how to utilize social media in content sharing and promotion
- plan social media campaigns
- know how to evaluate the effectiveness of the campaign
The course environment opens 2 weeks prior to the kick-off session. The course will begin on Thu 06.02.2025 at 15-16:00. Please familiarize yourself with the course environment before the meeting so that you can present questions and get tips from the teachers of the course.
Evaluation scale
H-5
Assessment methods and criteria
Assessment / assignment weight
• Individual quiz 10%
• Content Audit 10%
• Pair Assignment 1 40%
Create buyer personas and their customer journeys,
Create content, ie. two blog posts
• Pair Assignment 2 30 %
Share your content in social media
100% active attendance
Pre-course assignment incl. 10%
49 – 59 % = 1
60 - 69% = 2
70-79 % = 3
80 – 90 % = 4
91 – 100 % = 5
Assessment criteria, fail (0)
See assessment criteria above.
Assessment criteria, satisfactory (1-2)
See assessment criteria above.
Assessment criteria, good (3-4)
See assessment criteria above.
Assessment criteria, excellent (5)
See assessment criteria above.
Enrollment
01.12.2022 - 16.02.2023
Timing
16.02.2023 - 31.07.2023
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Campus
Location-independent
Teaching languages
- English
Degree programmes
Teachers
- Jaana Merikallio
- Ajaya Joshi
Groups
-
PINBOS21
Objective
The student is able to
- Construct a content marketing strategy which connects organization with potential target segment
- Prepare a content strategy plan
- Use various social media channels in creating an authentic brand story
- Produce marketing campaign for social media
- Track and analyze the content
Content
- Introduction to social media
- Unique selling point of major social medias
- Developing persona potential target audience via inductive and shadow approach
- Effective use of social media in marketing communication
- Tools and metrics for website optimization
Materials
All materials will be available in Itslearning.
Teaching methods
Live online sessions
Online all group meetings via Zoom
Small team meeting via Teams or Zoom
Exam schedules
No exam.
International connections
Flipped, student-centric approach, learning by doing
Completion alternatives
None
Student workload
133 hrs
Content scheduling
The aim of this course is to provide students with holistic knowledge and key principles of content creation as well as content sharing in social media. After course completion students:
- know the essentials of content marketing
- know how to build a buyer persona and buyer’s journey
- know the elements of a good blog post and write one
- learn how to utilize social media in content sharing and promotion
- plan social media campaigns
- know how to evaluate the effectiveness of the campaign
The course environment opens week 6, and the kick-off session will be on Thu 16.02.2022 at 15-16:00. Please familiarize yourself with the course environment before the meeting so that you can present questions and get tips from the teachers of the course.
Evaluation scale
H-5
Assessment methods and criteria
The ultimate goal is to create and share content to effectively reach your buyer persona(s).
Individual quiz 20%
Pair Assignment 1 (brief: March 17th ) 40 % Create buyer personas and their customer journeys, Create content, ie. two blog posts
Pair Assignment 2 (brief: Apr 13th) 30 % Share your content in social media?
100% attendance = 10%
50% attendance compulsory
49 – 59 % = 1
60 - 69% = 2
70-79 % = 3
80 – 90 % = 4
91 – 100 % = 5
Assessment criteria, fail (0)
See assessment criteria above.
Assessment criteria, satisfactory (1-2)
See assessment criteria above.
Assessment criteria, good (3-4)
See assessment criteria above.
Assessment criteria, excellent (5)
See assessment criteria above.
Enrollment
01.12.2021 - 30.01.2022
Timing
17.02.2022 - 05.06.2022
Number of ECTS credits allocated
5 op
Virtual portion
5 op
Mode of delivery
Distance learning
Campus
Location-independent
Teaching languages
- English
Seats
0 - 40
Degree programmes
Teachers
- Jaana Merikallio
- Ajaya Joshi
Groups
-
PINBOS20
Objective
The student is able to
- Construct a content marketing strategy which connects organization with potential target segment
- Prepare a content strategy plan
- Use various social media channels in creating an authentic brand story
- Produce marketing campaign for social media
- Track and analyze the content
Content
- Introduction to social media
- Unique selling point of major social medias
- Developing persona potential target audience via inductive and shadow approach
- Effective use of social media in marketing communication
- Tools and metrics for website optimization
Materials
All materials will be available in Itslearning.
Teaching methods
Live online sessions
Online all group meetings via Zoom
Small team meeting via Teams or Zoom
Exam schedules
No exam.
International connections
Flipped, student-centric approach, learning by doing
Completion alternatives
None
Student workload
133 hrs
Content scheduling
The aim of this course is to provide students with holistic knowledge and key principles of content creation as well as content sharing in social media. After course completion students:
- know the essentials of content marketing
- know how to build a buyer persona and buyer’s journey
- know the elements of a good blog post and write one
- learn how to utilize social media in content sharing and promotion
- plan social media campaigns
- know how to evaluate the effectiveness of the campaign
The course environment opens week 7, and the kick-off session will be on Thu 17.02.2022 at 16-17:00. Please familiarize yourself with the course environment before the meeting so that you can present questions and get tips from the teachers of the course.
Evaluation scale
H-5
Assessment methods and criteria
The ultimate goal is to create and share content to effectively reach your buyer persona(s).
Course participation 10 %
Pair Assignment 1: create buyer personas and buyer journeys, 30 %
Pair Assignment 2: write blogposts, 30 %
Pair Assignment 3: share your content in social media, 30 %
49 – 54 % = 1
55 – 64 % = 2
65 – 74 % = 3
75 – 84 % = 4
85 – 100 % = 5
Assessment criteria, fail (0)
The student has demonstrated limited knowledge and understanding of principles of content marketing, and application of key principles in creating and sharing content.
For the attendance the student is passive and does not fulfill minimum requirement of 75% attendance. The majority of the course work lacks reasonality and is copied from other sources.
Assessment criteria, satisfactory (1-2)
The student has demonstrated some knowledge and understanding of principles of content marketing, and application of key principles in creating and sharing content.
Assessment criteria, good (3-4)
The student has demonstrated good knowledge and understanding of principles of content marketing, and application of key principles in creating and sharing content. All the course delivarables fulfill the majority of course learning objectives and goals. The participation is quite active.
Assessment criteria, excellent (5)
The student has demonstrated excellent knowledge and understanding of principles of content marketing, and application of key principles in creating and sharing content. All the course delivarables fulfill course learning objectives and goals. The participation is very active and sets a positive example to other students.