Study Guide

Objective

The student
- knows and understands the accounting principles governing the measurement and documenting process of business entity's events and results
- has gained practical skillsin budgeting and financial reporting
- understands the importance of financial statements in the decision-making process and in the estimation of the company's assets and performance

Content

- the nature, functions, scope and principles of accounting
- financial accounting, book-keeping, income statement and balance sheet
- management accounting, budgeting

Teaching methods

Course assignments will be described in Itslearning
platform and introduced during the course.
Learning assingments in Itslearning
Small group team work
Individual and group learning
Study journal with self assessment

International connections

innopeda
learning pyramid
flipped classroom

Content scheduling

The student
- knows and understands the accounting principles governing the measurement and documenting process of business entity's events and results
- has gained practical skillsin budgeting and financial reporting
- understands the importance of financial statements in the decision-making process and in the estimation of the company's assets and performance

- the nature, functions, scope and principles of accounting
- financial accounting, income statement and balance sheet
- sources of finance
- financial risk management
- evaluating investment opportunities

Evaluation scale

H-5

Assessment methods and criteria

The final grade of the whole course is based on all course assignments done during the course, and the study journal with self evaluation.

Assessment criteria, fail (0)

Exercises not done or not participated in small group team work

Assessment criteria, satisfactory (1-2)

Exercises done with evaluation grade 1-2

Assessment criteria, good (3-4)

Exercises done with evaluation grade 3-4.

Assessment criteria, excellent (5)

Exercises done with evaluation grade 5.

Objective

The student
- knows and understands the accounting principles governing the measurement and documenting process of business entity's events and results
- has gained practical skillsin budgeting and financial reporting
- understands the importance of financial statements in the decision-making process and in the estimation of the company's assets and performance

Content

- the nature, functions, scope and principles of accounting
- financial accounting, book-keeping, income statement and balance sheet
- management accounting, budgeting

Teaching methods

Course assignments will be described in Itslearning
platform and introduced during the course.
Learning assingments in Itslearning
Small group team work
Individual and group learning
Study journal with self assessment

International connections

innopeda
learning pyramid
flipped classroom

Content scheduling

The student
- knows and understands the accounting principles governing the measurement and documenting process of business entity's events and results
- has gained practical skillsin budgeting and financial reporting
- understands the importance of financial statements in the decision-making process and in the estimation of the company's assets and performance

- the nature, functions, scope and principles of accounting
- financial accounting, income statement and balance sheet
- sources of finance
- financial risk management
- evaluating investment opportunities

Evaluation scale

H-5

Assessment methods and criteria

The final grade of the whole course is based on all course assignments done during the course, and the study journal with self evaluation.

Assessment criteria, fail (0)

Exercises not done or not participated in small group team work

Assessment criteria, satisfactory (1-2)

Exercises done with evaluation grade 1-2

Assessment criteria, good (3-4)

Exercises done with evaluation grade 3-4.

Assessment criteria, excellent (5)

Exercises done with evaluation grade 5.

Objective

Student is able to
- Understand the nature and social dynamics within B2B environment
- Segment B2B markets and design marketing communication tools
- Understand nature of organization buying behavior
- Evaluate key elements in the sales process.

Content

- Segmentation strategies in B2B
- Organizational buying behavior
- Relationship marketing
- Sales forecasting
- The Personal Selling Process and key competence in sales force

Materials

Business to Business Marketing Management: A global Perspective
Author: By Jim Blythe, Alan Zimmerman. Pages: 528 Size: 4.52 MB Format: PDF Publisher: Routledge Ltd. Published: 2017

Teaching methods

Face to Face, and in groups

Exam schedules

No exam

International connections

• Students study independently and in small teams using:
• Experiential learning, inquiry-based, case studies, collaborative, reflective, constructivism, and integrative

Student workload

133 hrs

Content scheduling

• Introduction to business to businessmarketing
• Organisation buying behaviour
• Ethical consideration
• Segmentation strategies
• Services for business markets
• Key account management and sales
• Sales promotion, exhibitions and trade fairs

Evaluation scale

H-5

Assessment methods and criteria

The assessment is based on a scale of: 1 - 5

Attendance = 1 pts (75 % compulsory attend.)

3 Group Assignments (2 pts/assignment) = 6pts

3 Group presentations (1 pt/presentation) =3pts

1 quiz = 2 pts



Less than 5 pts= Fail

6 pts = 1

7 pts = 2

8 pts= 3

9 –10pts =4

11-12pts = 5

Assessment criteria, fail (0)

The work does not reach the standard level of the course. There is no evidence of further reading or considered thought about the subject matter neither clear demonstration of familiarity with the various B2B marketing concepts.

Assessment criteria, satisfactory (1-2)

There is knowledge of core B2B marketing material and concepts but the knowledge and the processing of knowledge is weak or limited. There is only little evidence of wider reading.

Assessment criteria, good (3-4)

The work is reasonably competent, though there may be some weaknesses. Knowledge of various B2B marketing concepts is adequate and while there is evidence of reading beyond the class, it's patchy or not broad (3).

The work is well developed beyond that given; demonstrates sound conceptual knowledge in B2B marketing and reasoning; depth and breadth of reading (4)

Assessment criteria, excellent (5)

5: The work reflects very high conceptual standard and demonstrate knowledge in B2B concepts and autonomous development of reasoning processing well beyond that given in class. There is clear evidence of depth and breadth in reading.

Objective

Student is able to
- Understand the nature and social dynamics within B2B environment
- Segment B2B markets and design marketing communication tools
- Understand nature of organization buying behavior
- Evaluate key elements in the sales process.

Content

- Segmentation strategies in B2B
- Organizational buying behavior
- Relationship marketing
- Sales forecasting
- The Personal Selling Process and key competence in sales force

Materials

1. Business to Business Marketing Management
Author: By Jim Blythe, Alan Zimmerman. Pages: 528 Size: 4.52 MB Format: PDF Publisher: Routledge Ltd. Published: 12 April, 2013 eISBN-13: 9780203067581


2. B2B Customer Experience : A Practical Guide to Delivering Exceptional CX Authors:Hague, Nick Hague, Paul N.Publication Information:Ed.: 1 Edition. New York, NY : Kogan Page. 201

Teaching methods

Online implementation, Flip learning, project based and group work

Exam schedules

All assignments and tasks are done Online

International connections

Students study in Small teams using:

Experiential learning, inquiry-based, case studies, collaborative, reflective, constructivism, and integrative

Completion alternatives

None

Student workload

student workload = 133hrs

Content scheduling

• Introduction to business to businessmarketing
• Organisation buying behaviour
• Ethical consideration
• Segmentation strategies
• Services for business markets
• Key account management and sales
• Sales promotion, exhibitions and trade fairs

Further information

Iteslarning and more information to be given on the first all-group meeting

Evaluation scale

H-5

Assessment methods and criteria

The assessment is based on a scale of: 1 - 5
Active participation in team 10%
Individual assignment 40%
Team assignment 50%

Assessment criteria, fail (0)

The work does not reach the standard level of the course. There is no evidence of further reading or considered thought about the subject matter neither clear demonstration of familiarity with the various B2B marketing concepts.

Assessment criteria, satisfactory (1-2)

There is knowledge of core B2B marketing material and concepts but the knowledge and the processing of knowledge is weak or limited. There is only little evidence of wider reading.

Assessment criteria, good (3-4)

The work is reasonably competent, though there may be some weaknesses. Knowledge of various B2B marketing concepts is adequate and while there is evidence of reading beyond the class, it's patchy or not broad (3).

The work is well developed beyond that given; demonstrates sound conceptual knowledge in B2B marketing and reasoning; depth and breadth of reading (4)

Assessment criteria, excellent (5)

The work reflect very high conceptual standard and demonstrate knowledge in B2B concepts and autonomous development of reasoning processing well beyond that given in class. There is clear evidence of depth and breadth in reading

Objective

After completing the course the student is able to
- explain basic branding concepts
- explain factors that help to create differentiated brands
- apply brand building in different contexts.

Content

- branding 360° process
- components of branding in three different sectors
- brand architecture and brand portfolio

Materials

Reading of own choise regarding brand building (books, articles) either printed or on-line. Lecture materials. Goup work materials.

Teaching methods

Lectures, literature, assignments, group work.

Exam schedules

Re-take will be agreed separately.

International connections

Innovative pedagogy incl. field work outside classroom and presentations.

Completion alternatives

No alternative methods.

Student workload

Book reflection, two assignments, exam = 133 hrs = 5 credits.

Evaluation scale

H-5

Assessment methods and criteria

Book reflection pass/fail
Group work pass/fail during the course.
Exam 0-5

Assessment criteria, fail (0)

Student does not attend or shows poor activity during the course (reflection, group work). No knowldge of basics in the exam.

Assessment criteria, satisfactory (1-2)

Has returned book reflection, has attended group work and has Basic command of materials reuired to the exam.

Assessment criteria, good (3-4)

Has returned book reflection, has attended group work and has Good command of materials reuired to the exam

Assessment criteria, excellent (5)

Has returned book reflection, has attended group work and has Exellent command of materials reuired to the exam

Qualifications

No special entry requirements

Objective

After completing the course the student is able to
- explain basic branding concepts
- explain factors that help to create differentiated brands
- apply brand building in different contexts.

Content

- branding 360° process
- components of branding in three different sectors
- brand architecture and brand portfolio

Materials

Aaker: Aaker on Branding : 20 Principles That Drive Success. + materials at the web platform. Or any other equivalent books and articles.

Teaching methods

On-line study unit only in Itslearning. PBL and innovation pedagogy. The study unit is only for PINBOS / IB- students.

Exam schedules

No exam.

International connections

On-line study unit only in Itslearning- platform. PBL and innovation pedagogy. Only for PINBOS -group.

Completion alternatives

No optional versions, only on-line version.

Student workload

5 ects, two separate assignments (one group work, one individual assignment), which are introduced and guided in the beginning of the study unit. No exam.

Content scheduling

Basics of brands and brand building. After the study unit the student is able to understand how different forms of communication create and impact on product and company level, describe and name factors affecting the product image (brand) and apply brand building in different contexts.

Evaluation scale

H-5

Assessment methods and criteria

Only those tasks that are returned on time, before the final deadlines, are evaluated and can be accepted ! Late returns are not qualified. Please note that the Ourginal / Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.).
The two assignments are evaluated as following on group work (pass / fail), and 100 % on individual work. Both must be done and passed through on time. Also student´s level of given peer feed-back to fellow students affect the evaluation as stated below.

Please note also, there is no exam in the course, so do your best effort at once – there is no extra possibilities to up-grade the final grade in any other form than coming to the course again when it enrolls next time, and to do the tasks and assignments that are valid then !!!!!


Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.
• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited.
• Good (3-4)
All the tasks are analytical, and well done. They represent high quality in terms of references, length, in-depth analysis. And in comparison to the other group members there are clear bonus aspects. Also presentations are of high quality. And the peer comments are constructive and analytical. References are used well.

• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as peer comments. Lots of good references.

Assessment criteria, fail (0)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that the Ourginal / Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Fail (0)
The assignment is not compatible with the brief. There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.

Assessment criteria, satisfactory (1-2)

• Satisfactory (1-2)
The assignment is compatible to the brief. All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis and reflection. Or the references are very limited.

Assessment criteria, good (3-4)

• Good (3-4)
All the tasks are analytical, and well done. They are also well presented. They represent high quality in terms of references, length, deep analysis and reflection. And in comparison to the other group members there are clear bonus aspects. Also presentations are of high quality. And the peer comments to fellow students are constructive and analytical.

Assessment criteria, excellent (5)

• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as peer comments. Lots of good references (and well used).

PLEASE NOTE ! UP-GRADING THE FINAL GRADE: Please note, there is no exam in the course, so do your best effort at once – there is no extra possibilities to up-grade the final grade in any other form than coming to the course again when it enrolls next time, and to do the tasks and assignments that are valid then !!!!!

Qualifications

No special entry requirements

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.

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

- lecture materials and one's own notes
- podcasts, videos and articles etc.
- DEMS project materials: https://dems.pro/

You can also utilize following e-books:
- Charlesworth, A. 2018. Digital marketing: A practical approach (Third edition.). Routledge / Taylor & Francis Group.
https://turkuamk.finna.fi/Record/turkuamk_electronic.995198667205970?sid=4709283212
- Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning and optimizing and integrating online marketing (5th edition.). Routledge.
https://turkuamk.finna.fi/Record/turkuamk_electronic.995607042805970?sid=4709283212

Teaching methods

- online lessons
- group assignment
- 2 x individual online learning check exam

Exam schedules

1) Terminology learning check exam in ITS on 31.10. (for example after the first AGM)

- Learning materials for the exam:
A) https://uhurunetwork.com/digital-marketing-terms/
B) https://nonprofitssource.com/digital-marketing-terms/

2) The second learning check exam can be taken independently during week 49.

Learning materials for the exam:
- lecture materials

International connections

Learning in teams, in interaction with others, self and peer evaluation, digital learning.

Completion alternatives

-

Student workload

- Online lessons 4 h
- Group work & individual studying 100 h

Content scheduling

Pre-assignments:
1. Learn digital marketing terms and prepare to take a short exam (learning check) after the first AGM. The exam is conducted in ITSLearning.
- Learning materials for the exam:
A) https://uhurunetwork.com/digital-marketing-terms/
B) https://nonprofitssource.com/digital-marketing-terms/

2. Write a short introduction about yourself to the ITSLearning discussion area. You can describe also your possible previous digital marketing experience from working life. In addition, please include something what you expect from this course.

Course schedule:
- AGM #1 // 31.10. at 15-16 (Finnish time)
- AGM #2 // 14.11. at 15-16
- SGM 19.11. or 20.11. at 15-18
- AGM #3 // 28.11. at 15-16

Content:
- Defining digital marketing & digital channels – “The big picture”
- Planning effective digital strategy and choosing the right KPI’s – “The plan”
- Website & SEO – “The basis”
- Digital advertising – “Spending the budget”
- Content marketing & social media – “Earning the trust & attention”
- Analyzing digital marketing performance – “Measure and understand”

Further information

ITSLearning & email

Evaluation scale

H-5

Assessment methods and criteria

The assessment is based on the completion of the given group work & learning check exams.

Learning check exams (individual): 10 % + 30 % (0-5)
Digital strategy for a small company (group): 60% (0-5)

Degree of student's participation and activity in online classes can raise the grade.

Assessment criteria, fail (0)

No final group report and pre-assignment delivered. No attendance at AGMs and SGM. The learning check exam(s) have not been completed. Free-riding in group assignments leads to failing the course. The course will be failed if the group assignment contains at least 40 % plagiarized content.

Assessment criteria, satisfactory (1-2)

The student recalls and understands the topics covered in the course (facts and concepts) but does not yet apply them extensively. The student follows instructions but does not generate independent solutions. The submitted assignments match the level generated by AI, and there is no presentation of personal reflection or insights. Text citations are missing, and content generated by AI or copied from elsewhere is presented as one's own writing.

Group report do present results but there is lack factual foundation, it is superficial and not well argued for. Structure, style and content of returned report is moderate.

Assessment criteria, good (3-4)

The student understands the topics of the course and can justify their choices. The student can apply their learned knowledge and skills to solve given tasks. They possess some ability to analyze the information they have learned and can identify cause-and-effect relationships between their conclusions and the theory.

The student works well both independently and in a group and can utilize field-specific knowledge in their studies. There is a lot of insights in the submitted assignment, and the sources used in the outputs have been transparently cited (= proper referencing techniques have been applied).

Group report include results which are well presented, are based on facts and are well argued for. Work shows critical thinking and source materials are well used. Good structure, style, and content of returned report.

Assessment criteria, excellent (5)

The student can apply and evaluate the topics of the course as well as their learning. The student's submitted assignment demonstrate their ability to generate their own solutions or insights into the task. The student performs well both independently and in a group, and they can utilize and apply field-specific knowledge in their studies.

Report is high quality content wise. Report contains all the given topics, fact based argumentation and adequate critique of the results presented. Results have a direct link to the theoretical content presented in the course literature and materials. Excellent structure, style, and content of returned report.

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

Lecture materials, DEMS project materials (www.dems.pro), materials shared on ITSLearning (e.g., podcasts, videos, blogs, etc.) and other web-based material.

Teaching methods

- Face-to-face instruction (lectures, group work, pair work, exam)
- Independent study of theory and information retrieval
- Collaborative learning methods (group work and its presentation)
- Cases and guest lecturer

Exam schedules

The course includes two exams on ITS (first in October and second in November). The exact dates will be announced later.

International connections

Collaborative learning & innovation pedagogy.

Completion alternatives

-

Student workload

The course consists of a pre-assignment (see instructions below), individual exams on ITS (2), and group assignments (3).

Theory will be covered in lecture sessions as well as through independent study.

At the end of the course, students will provide peer feedback on their group's collaboration, which the teacher can use in assessments (the teacher may adjust the student's grade based on systematically identified factors that raise or lower the grade according to the peer feedback).

Course Credits: 5 ECTS = approx. 135 hours of student work

The course cannot be passed if a student attends less than 75% of the face-to-face sessions.

PRE-ASSIGNMENT: Based on internet sources compile a list of 30 digital marketing terms with your own descriptions of them. Submit the list (e.g., docx or pdf) on ITSLearning before the first session of the course (xxxx).

For example, Call to Action (CTA) = a prompt that directs the user to click on an ad or content to proceed (e.g., "Read more" or "Buy now")

Content scheduling

Timing: 12.9.-28.11.2024

The course covers the following topics:

- Introduction to Digital Marketing (including concepts, role in marketing and business)
- The role of a website in marketing & SEO
- Content Marketing and Social Media
- AI tools in marketing
- Digital marketing strategy & Customer Journey
- Digital Advertising (including Search Engine Advertising & Social Media Advertising)
- Analytics in digital platforms

Further information

ITSLearning and email

Evaluation scale

H-5

Assessment methods and criteria

Assignments & assessment criteria:
- Pre-assignment (Pass/Fail)
- Website & SEO group assignment 20 % (0-5)
- Exams 20 % + 20 % (0-5)
- Digital ad campaign group assignment 20 % (0-5)
- Strategic content plan group assignment (report and presentation) 20 % (0-5)
- Participation (attendance percentage and participation in teaching and presentation sessions)
- Self & Peer review (Pass/Not completed)

Assessment criteria, fail (0)

The student attends less than 75% of the face-to-face sessions, does not participate in group assignments or exam, or fails to complete the pre-assignment, the course completion will be marked as "Fail." Freeriding in group work will result in course failure. All forms of plagiarism will result in course failure.

Assessment criteria, satisfactory (1-2)

The student demonstrates a basic understanding of digital marketing concepts and the topics covered in the course. The student follows instructions but lacks independent problem-solving skills. Submitted assignments reflects a level of quality similar to AI-generated content, lacking personal reflection and insights.

The student demonstrates weak participation in group work and lacks a professional work approach. The linguistic quality of the group reports, as well as the student's professional impression, is at a satisfactory level. The assessed assignments are insufficient and have been submitted late.

Assessment criteria, good (3-4)

The student understands the topics of the course and can discuss the things learned. The student can apply their learned knowledge and skills to solve given tasks. The student possesses some ability to analyze the information and to identify cause-and-effect relationships between their conclusions and the theory. The student demonstrates good independent and group work skills and activity in teaching sessions.

Group assignments are goal-oriented. The theoretical foundation is well-justified and applied appropriately to the topic. The conclusions are logically and clearly presented.

Assessment criteria, excellent (5)

The student exhibits an excellent understanding and application of digital marketing principles and the topics covered in the course. Submitted assignments are professionally formulated, goal-oriented and demonstrates an extensive amount of original thought and insights, with sources transparently cited. Conclusions are well-founded in the theoretical foundation, presented logically, and the reflection genuinely encompasses the group's/student's own perspectives.

The student is remarkably active in teaching and presentation sessions, as well as in group work.

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

- e-book(s) and articles
- lessons material and one's own notes
- tutorial videos

Teaching methods

- contact lessons: active participation, presentations
- individual studying
- learning and sharing ideas in a group - teamwork skills

International connections

Learning in teams, in interaction with others, self and peer evaluation, digital learning.

Completion alternatives

None, no replacing assignments either.

Student workload

- Contact lessons 8 x 3h
- Group work 30 h
- Individual studying 70 h
- Pre-course assignment 10 h

Content scheduling

10.9.-19.11.2024
- Intro, recap marketing fundamentals
- The benefits of digital marketing
- Traditional vs. digital marketing
- Inbound vs. outbound:
o different channels
o key elements of inbound marketing
o traffic sources, how to increase traffic
- targeting, buyer personas
- buyer´s journey
- SEO, SEA
- Google Analytics

Further information

Itslearning

Evaluation scale

H-5

Assessment methods and criteria

Pre-course assignment (individual): as a part of course activity
Google Analytics 4 exam (individual) 10%
Display campaign (individual): 30% (0-5)
SEO & SEA assignment (group): 30% (0-5)
Digital strategy (group): 30% (0-5)


INDIVIDUAL ASSIGNMENTS:

Pre-course assignment:

Pass: the assignment has been accomplished according to instructions.
Fail: The assignment hasn’t been returned in time, and/or the list doesn’t include 10 terms and/or the number of sources is less than three. Plagiarism more than 30%.

Google Analytics 4 exam in Itslearning:

Each correct answer equals to one point. Points 0-10.


Plan a display campaign and banner (30%), multiply assignment grade by 6:

0: The assignment hasn’t been returned in time. The campaign mathematics (the correct cpm price, the correct cpm x impressions calculation, nr of visitors) are wrong or inadequate. The campaign period per media is missing. Pricing method is not CPM. Banner has not been designed.
1-2: Pricing method is CPM, and mathematics are correct, but campaign consists of only one media. No argumentation why the media is chosen. Screen captures of media cards / rates are missing. Banner has been designed, but it alignment with campaign planning is poor.
3-4: The campaign includes two or more media, mathematics are correct and the campaign has been built according to instructions. Student provides arguments for his/her campaign and ad format solutions. Banner design is quite good, CTA taken into account.
5: The campaign includes two or more media, mathematics are correct and campaign has been built according to instructions. Targeting pricing (if applicable) has been taken into account. Banner stands out. Student provides arguments for his/her solutions, which demonstrate expertise.



GROUP ASSIGNMENTS:

1st Assignment: Website traffic and how to increase it organically (SEO) and by paying (SEA) (30%), multiply assignment grade by 6

0: The assignment hasn’t been returned in time. The references and tools haven’t been used, or the evaluation and suggestions are incorrect. The work shows that the group has not understood the meaning of search engine optimization. Plagiarism more than 25%.
1-2: The evaluation doesn’t cover all the required aspects. The use of references is insufficient.
3-4: All the required aspects are covered and the use of references is sufficient and correct. Group has made searches using keywords. A grade of 4 requires, among other things, that the team's development proposals are clearly based on the results provided by the tools and that the advertising campaign is meaningful and logical.
5: The evaluation shows that the group has a very good understanding of the topic: evaluation shows in-depth understanding of SEO and SEA. Use of references is versatile and correct.

2nd = Final Assignment: Build a digital marketing strategy for a small company (30%), multiply points by 6:

0: The assignment hasn’t been returned in time. The elements of the strategy are irrelevant, ie. don’t belong to a strategy. It doesn’t include the elements discussed in the course. References aren’t used. Plagiarism more than 25%.
1-2: The strategy is very limited, and the instructions are followed only partially. The elements are few and loose and don’t build up to a logical entity. The use of references is limited and only partly correct. The work does not demonstrate research and commitment to the work. The presentation is below average verbally and visually.
3-4: The strategy contains all the elements needed. The work shows that students understand the essentials of the digital marketing strategy. The elements form a logical entity without any gaps, and references are used correctly and sufficiently. The chosen actions support the objectives, and several, high quality references are used. The presentation is on satisfactory level.
5: The work demonstrates an in-depth understanding of digital marketing strategy work. All the aspects are covered in a professional way, the strategy is diverse. The references are versatile, and the presentation is of high quality.

In group assignments: when assessing the performance of an individual student, peer evaluation (within a group) is in use. In other words, the student's group work activity effects on the course grade.

FINAL COURSE GRADE SCALE:

0-25: fail
26-49: 1
50-64: 2
65-79: 3
80-89: 4
90-100: 5

Degree of student's participation and in-class activity level can raise or lower the grade. Note: minimum 50% attendance is required for passing the course.

Assessment criteria, fail (0)

0-25 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment". Student is absent from classes 50% or more . (=4 classes or more).

Assessment criteria, satisfactory (1-2)

26-64 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Assessment criteria, good (3-4)

65-89 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Assessment criteria, excellent (5)

90-100 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

Lecture materials, DEMS project materials (www.dems.pro), materials shared on ITSLearning (e.g., podcasts, videos, blogs, etc.) and other web-based material.

Teaching methods

- Face-to-face instruction (lectures, group work, pair work, exam)
- Independent study of theory and information retrieval
- Collaborative learning methods (group work and its presentation)

Exam schedules

The course includes two exams on ITS. The exact dates will be announced later.

International connections

Collaborative learning & innovation pedagogy.

Completion alternatives

-

Student workload

The course consists of a pre-assignment (see instructions below), individual exams on ITS (2), and group assignments (3).

Theory will be covered in lecture sessions as well as through independent study.

At the end of the course, students will provide peer feedback on their group's collaboration, which the teacher can use in assessments.

Course Credits: 5 ECTS = approx. 135 hours of student work

The course cannot be passed if a student attends less than 50% of the face-to-face sessions.

PRE-ASSIGNMENT: Based on internet sources compile a list of 30 digital marketing terms with your own descriptions of them. Submit the list (e.g., docx or pdf) on ITSLearning before the first session of the course (DL 15.1.2025).

For example, Call to Action (CTA) = a prompt that directs the user to click on an ad or content to proceed (e.g., "Read more" or "Buy now")

Content scheduling

The course covers the following topics:

- Introduction to Digital Marketing (including concepts, role in marketing and business)
- The role of a website in marketing & SEO
- Content Marketing and Social Media
- AI tools in marketing
- Digital marketing strategy & Customer Journey
- Digital Advertising (including Search Engine Advertising & Social Media Advertising)
- Analytics in digital platforms

Further information

ITSLearning and email

Evaluation scale

H-5

Assessment methods and criteria

Assignments & assessment criteria:
- Pre-assignment (Pass/Fail)
- Website & SEO group assignment 20 % (0-5)
- Exams 20 % + 20 % (0-5)
- Digital ad campaign group assignment 20 % (0-5)
- Strategic content plan group assignment (report and presentation) 20 % (0-5)
- Participation (attendance percentage and participation in teaching and presentation sessions)
- Self & Peer review (Pass/Not completed)

Assessment criteria, fail (0)

The student attends less than 50 % of the face-to-face sessions, does not participate in group assignments or exam, or fails to complete the pre-assignment, the course completion will be marked as "Fail." Freeriding in group work will result in course failure. The course will be failed if any assignment contains more than 90% plagiarized content. An assignment will be failed if it contains more than 50% plagiarized content.

Assessment criteria, satisfactory (1-2)

The student demonstrates a basic understanding of digital marketing concepts and the topics covered in the course. The student follows instructions but lacks independent problem-solving skills. Submitted assignments reflects a level of quality similar to AI-generated content, lacking personal reflection and insights.

The student demonstrates weak participation in group work and lacks a professional work approach. The linguistic quality of the group reports, as well as the student's professional impression, is at a satisfactory level. The assessed assignments are insufficient and have been submitted late.

Assessment criteria, good (3-4)

The student understands the topics of the course and can discuss the things learned. The student can apply their learned knowledge and skills to solve given tasks. The student possesses some ability to analyze the information and to identify cause-and-effect relationships between their conclusions and the theory. The student demonstrates good independent and group work skills and activity in teaching sessions.

Group assignments are goal-oriented. The theoretical foundation is well-justified and applied appropriately to the topic. The conclusions are logically and clearly presented.

Assessment criteria, excellent (5)

The student exhibits an excellent understanding and application of digital marketing principles and the topics covered in the course. Submitted assignments are professionally formulated, goal-oriented and demonstrates an extensive amount of original thought and insights, with sources transparently cited. Conclusions are well-founded in the theoretical foundation, presented logically, and the reflection genuinely encompasses the group's/student's own perspectives.

The student is remarkably active in teaching and presentation sessions, as well as in group work.

Objective

The student
- is aware of cultural identities and appreciates different cultural values and norms
- has a better understanding of how each culture perceives e.g. time and space, verbal and nonverbal communication, or approaches to teamwork
- has cultural competence to interact with people from different cultures
- knows theoretical frameworks on culture and can apply them to authentic situations
- is aware of varying practices in different business cultures
- is able to apply knowledge and skills in working and communicating with ease and confidence in intercultural situations

Content

- cultural frameworks
- cultural awareness and identity
- cultural briefing
- national cultures and cultural influences
- intercultural communication skills
- culture in teams, business cultures

Materials

Are published in ITS Platform

Teaching methods

The course includes
- lectures
- individual tasks
- group tasks
- assignments

International connections

The course follows the Innopeda framework of Turku UAS and it is highly interactive encouraging students to communicate. International aspects pierces the course by concepts, materials, discussion topics, and students' tasks.

The course contributes to sustainable development in terms of social sustainability.

Student workload

Lectures
Individual tasks
Group tasks
Final task

Content scheduling

- cultural frameworks
- cultural awareness and identity
- national cultures and cultural influences
- intercultural communication skills
- culture in teams, business cultures

Further information

ITS Learning Platform

Evaluation scale

H-5

Assessment methods and criteria

Active participation in all lectures
Following the course schedule
Following the tasks' schedule
Active contribution to the group work

Objective

The student is able to

- Assess new possibilities for expanding the business operations
- Differentiate between various market entry strategies.
- Acquire, organize and analyze data to make justified market entry strategy decisions
- Plan and implement marketing operations

Content

- market analysis and making decision on which markets to enter
- market entry strategies and the models of implementing them
- marketing approaches for today’s digitalized business environments
- marketing research and designing international marketing programme

Materials

Will be available in Itslearning
Gerald Albaum., E. D., 2011. International Marketing and Export Management. Seventh ed. Essex: Pearson Education.
Hollensen, S., 2016. Global Marketing. Seventh. ed. London: Pearson Education.
James X. Zhan, R. B., 2015. world Investment Report, Geneva: United Nations Publication.

Teaching methods

The students study the theoretical background at home (cf. reading to be completed prior to every workshop)
The students will watch prerecorded video of chapter summaries
The contact hours are mainly used to review group assignments and workshops.
BYOD for each “lecture” as the course book & internet access are needed to do the case studies

International connections

Independent studies, flipped learning, case study analysis, online live team discussions, and project-based learning.

Student workload

15 Hours (Online small team and all team meetings)
70 hours: (Reading course materials and application of Internationalization marketing frameworks)
25 hours: (group assignment research and writing)
10 hours: (case study preparations)

Content scheduling

Chapter 1 : Course introduction, group formation
Trends in International business: FDI flow, globalization, the LSEs and SMEs
Chapter 3 : Internationalization theories
Chapter 4 : Assessing firm’s international competitiveness
Chapter 5 : Global Market Research (all group session)
Chapter 8 : The international market selection process (Case Nano)
Chapter 10 :Export modes and Intermediate Entry Modes
Product showcase (Week 46) : all group session, portfolio presentation and feedback

Further information

All the components (individual assignments, peer reviews…) of this course will be graded as follow:
Fail (0pts), Good (1pts) and Excellent (2pts)
2 Group discussions: 4 points maximum
3 Pair assignments: 6 points
1 Individual assignments: 2 points maximum
Pair presentation: 1 point
Attendance: 1 point
The students can get a maximum of altogether 12 points.
The points translate as follow for the final grade:
0-5 points: fail; 6 points: 1; 7 points: 2; 8 points: 3; 9-10 points; 4; 11-12 points: 5
Please note that:
Missing a deadline equals 0 points (medical certificate accepted)
The two individual assignments and the team assignment are compulsory to do to be able to pass the course. Missing an impromptu test or a peer review is not disqualifying, it only affects negatively the final grade.

Evaluation scale

H-5

Assessment methods and criteria

en
Attendance: (Small team meetings/ All group meetings
1 pts (75% compulsory attn.)
course will be graded as follow:
Fail (0pts), Good (1pts) and Excellent (2pts)
2 Group discussions: 4 points maximum
3 Pair assignments: 6 points
2 Individual assignments: 4 points maximum
Pair presentation: 1 point

The students can get a maximum of altogether 12 points.
The points translate as follow for the final grade:
0-5 points: fail; 6 points: 1; 7 points: 2; 8 points: 3; 9-10 points; 4; 11-12 points: 5

Assessment criteria, fail (0)

Passive or no participation throughout the course. The student show very limited knowledge and understanding of the main areas of the course as well as inability to grasp fundamental international marketing theories and inability apply theories in project work. Zero or insignificant contribution in completion of team assignments. Student show very little ability to gather and interpret relevant data to come to informed judgments that include reflection about what is asked for the assignments. The student has difficulties in communicating his/her ideas to others. Several parts of the text are unclear.

Assessment criteria, satisfactory (1-2)

Limited participation throughout the course duration and contribution towards the completion of team assignments. The student can demonstrate limited knowledge and understanding of the main areas of the course. The student shows difficulties in applying his/her knowledge and understanding of the content. Basic understanding of International marketing theories, and limited ability apply knowledge into practice. The student has difficulties in communicating his/her ideas to others. Some parts of the text are unclear

Assessment criteria, good (3-4)

Good participation throughout the course duration, and encourages (support) other study team members in contributing towards the team assignments. Good understanding of key International marketing theories, and able to demonstrate how to apply theoretical knowledge into practice. The student demonstrates good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student is able to communicate his/her ideas to others. Important parts of the text are clear and well written.

Assessment criteria, excellent (5)

Excellent participant throughout the course duration, and encourages (support/guide) other study team members in contributing towards the team assignments. Excellent understanding of key International marketing theories, and able to demonstrate, apply theoretical knowledge into practice with valuable findings. The student ability to gather and interpret relevant data to is consistent thought the course duration. The student is able to communicate clearly his/her ideas to others in a professional way. Most of the text is clear and well written.

Objective

Having completed the course, the student is able to
- define basic terms
- describe most common business models
- apply simple business model analysis

Content

- basic characteristics of digital business
- the most common tools and model used in digital business
- basic methods for business model analysis

Location and time

1.9. -31.12.2018

Materials

A book for pre-assignment: Osterwalder A. et al 2010. Business model generation: a handbook for visionaries, game changers, and challengers (eBook)

Chan W.C & Mauborgne, R. 2015 Blue ocean strategy: how to create uncontested market space and make the competition irrelevant (eBook)

Other materials will be given in ItsLearning.

Teaching methods

Briefings, Lecture, Written material, Teacher/student interaction (Q&A´ sessions) and individual work

Exam schedules

No exam.

International connections

Briefings and lecture(s). Joint sessions and interaction, individual work.

Completion alternatives

No alternatives.

Student workload

Individual works (business models summary, business analysis report)

Book report (team or pair)

Participation of lecture (video), participation of briefings and joint discussions, group and individual project (work total 133 hrs).

Pre-assignment (DL 11.9.2024):

1) Read section 1 (Canvas) from the book Osterwalder & al. Business model generation: a handbook for visionaries, game changers, and challengers: https://turkuamk.finna.fi/Record/turkuamk_electronic.995610304205970

2) Write a short summary report (max. 1 page) on business models. Describe e.g. what they are and how they are built.

The report deadline is 11.9.2024.

Content scheduling

This course contains topics like CRM and Business models which will form the main frame of the course. CRM being the marketing entity and business models - as it says - the "big picture". After the course student is able to understand landscape of digital business and have tools to analyze how companies operate in business.

Course timing:
AGM #1: 12.9.2024 at 15:00 (Finnish time)
AGM #2: 3.10.2024 at 15:00
AGM #3: 24.10.2024 at 15:00

Pre-assignment (DL 11.9.2024):

1) Read section 1 (Canvas) from the book Osterwalder & al. Business model generation: a handbook for visionaries, game changers, and challengers: https://turkuamk.finna.fi/Record/turkuamk_electronic.995610304205970

2) Write a short summary report (max. 1 page) on business models. Describe e.g. what they are and how they are built.

The report deadline is 11.9.2024.

Evaluation scale

H-5

Assessment methods and criteria

Individual work is a business report + video summary (breadth and quality of content, facts supporting findings, quality of report).
Pre-assignment and book report must be passed.

Pre-assignment grade: fail - pass
Book report (team or pair) grade: fail - pass
Business analysis report (individual work) - grade fail / 1-5

Assessment criteria, fail (0)

One or several assignments undone or return late. The course is fail if one or several assignments are plagiarized.

Assessment criteria, satisfactory (1-2)

Report do present results but there is lack factual foundation, it is superficial and not well argued for. Used structure, style and content of returned report is moderate. Brief is followed, but only partial.

Assessment criteria, good (3-4)

Brief is followed accurately, but some points are missing. Report include results which are well presented, are based on facts and are well argued for. Reports include some analysis of the strengths and weaknesses of the work done. Work is based on the theoretical content and models presented in the course. Work shows critical thinking, suggested business analysis tools and source materials are well used. Good structure, style, and content of returned report.

Assessment criteria, excellent (5)

Brief is followed to the point. Report is high quality content wise. Content contains in-depth analysis, fact based argumentation and adequate critique of the results presented. Results have a direct link to the theoretical content and models presented in the course. Excellent structure, style, and content of returned report. All produced materials are showing excellent quality, suggested business analysis tools are used and conclusions made. Source and additional materials are widely used. Works shows critical thinking.

Objective

After completing this course the student is able to
- apply a logistical thinking when analyzing business operations
- understand the strategic importance and role of logistics in international trade
- is able to explain the nature of a logistic system in functional terms (transport, warehousing, information systems)
- make recommendation for improving a given supply chain
- maintain a positive and value creating relationships with suppliers and customers

Content

- Supply Chain Management
- Supply Chain risks and optimization
- Transportation
- Warehousing
- Global trade processes and related documentation
- Process analysis

Materials

On-site and Online learning materials
Links to Videos
Readings (web, FINNA)
International Business, Global Edition, John D. Daniels, Lee H. Radebaugh and Daniel P.Sullivan, Pearson Education, Fifteenth edition, 2014. Chapter 18 (Global Production and Supply Chains). The book is freely available through the online materials database of TUAS (https://turkuamk.finna.fi/?lng=en-gb) at https://ebookcentral.proquest.com/lib/turkuamk-ebooks/reader.action?docID=5137609&ppg=738
Do not overuse book licences, use licences parsimonuouusly by avoiding multiple short time reading sessions.

Teaching methods

Blended approach: class meetings, online videos, readings, individual exercises.

Exam schedules

Information is available on the learning platform.

International connections

Activity and case-based learning. Use of tools for analytics and decision-making in the context of supply chain management.

Student workload

Possibility of on-site and online collaboration. Courses on Wednesdays as part of the International Semester.

Content scheduling

The implementation takes place on Spring 2023.
Please look at the exact dates, and possible updates on the course information sharing platforms (Peppi, Tuudo)..

Further information

After completing this course the student is able to:
- understand the notion of value chain
- apply a value chain analysis to a case study
- understand the notion of supply chain
- apply suplpy chain thinking by drawing a supply chain diagram
- understand quality management
- apply a problem identification tool
- understand process thinking
- apply process mapping through drawing a flowchart diagram
- understand the notion of risk and risk management
- apply risk assessment tools
- understand the notion of sustainability and its impact on supply chains and consumer markets
Indicative structure of the course:
- value chain
- supply chain
- quality management
- process drawing
- risk management
- sustainability in the supply chain

Evaluation scale

H-5

Assessment methods and criteria

Course assessment (final grade; scale 1-5) is based on the performance in the course assignments and tasks.
Course assignments and tasks relates to sections of the course.
Course assignments and tasks are each valued with a number of points relatively to the difficulty of the assignment/task.
The accumulated points are scaled to the 1-5 scale.
Assessment takes also in consideration qualitative observation on participation to the online session, and application of the tools that support supply chain systems.

Assessment criteria, fail (0)

The participant has not been present without satisfactory proof to at least 66% of the onsite and online meetings.
The participant fails to apply the tools that support supply chain systems due to lack of understanding of the theoretical rationale and tool usage requirements..The student has demonstrated limited knowledge and understanding of the chapter. The student has difficulties in applying his/her knowledge and understanding
of the chapter content to complete the task/assignment. The student demonstrates little ability to gather and interpret relevant data to inform judgments that include reflection
about what is asked for the task/assignment. The student has difficulties in communicating his/her ideas in writing to the reader. Some parts of the text are unclear.

Assessment criteria, satisfactory (1-2)

The participant understands the purpose of the tool that support supply chain systems and manages to apply them despite flaws in the usage requirements. The student has demonstrated good knowledge and understanding of the main areas of the chapter to complete the task/assignment.
The student shows he/she can apply his/her knowledge and understanding of the course content to complete the task/assignment.
The student demonstrates good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the task/assignment.
The student is able to communicate their ideas in writing to the reader. Important parts of the text are clear and well written.

Assessment criteria, good (3-4)

The participant has a clear understanding the purpose of the tool that support supply chain systems and manages to apply them satisfyingly fulfilling the usage requirements. The student has demonstrated very good knowledge and understanding of the main areas of the chapter.
The student shows they can apply his/her knowledge and understanding of the course content to answer the task/assignment.
The student demonstrates very good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the task/assignment.
The student is able to communicate clearly his/her ideas in writing to the reader in a professional way. Most of the text is clear and well written.

Assessment criteria, excellent (5)

The participant has a clear understanding the purpose of the tool that support supply chain systems and manages to apply them entirely fulfilling the usage requirements.
The participant is able to make analytical statements following the appllciation of tools. The student is able to create new knowledge. He/she innovates and shows full commitment in fulfilling the requirements.

Objective

The primary course objective is to make students aware of all the essential elements within project management i.e. are aware of various approaches and tools necessary from project inception to delivery process.
After completing this course the student is able to
- describe the project management process
- draft a project plan and create project documentation
- describe how projects are followed and steered
- review various project management tools

Content

- introduction to project management
- project organisation and the roles
- project communication and team building
- project management process overview
- project initiation, planning, scheduling and time management
- project steering and control

Materials

- Materials provided in a course workspace, e.g. lecture materials, additional study materials.
- Students may seek for further suitable study materials
- Other materials mentioned in Itslearning.
- Web based contemporary material

Optional: Heagney, J. 2011. Fundamentals of Project Management. Amacom.

Teaching methods

- Interactive online meetings: all group meetings with teachers, small group meetings with own group and teachers, group working,
- Team discussions and sharing: group: working with own small group.
- Individual research and reflection

International connections

Lectures, group working in study groups, individual work

Student workload

Lectures 10x3 = 30 hours
Self study tasks 7x4 = 28 hours
Preparation for exams 10 hours
Real project implementation (group work) 65 hours

Content scheduling

Content:
- insights on project work
- project planning phase
- the content of the project plan
- project initiation, scheduling and time-management
- budget management
- risk management
- project communication
- project organization, the roles and team building
- presenting the Project

Further information

The primary course objective is to make students aware of all the essential elements within project management. i.e. are aware of various approaches and tools necessary from project inception to deliver process.

After completed this course the student:
- knows the basic elements of a project and is able to establish a project plan.
- recognizes the importance the project communication
- has more experience of presenting new ideas and how to build informative presentation within essential information
- is able to describe the project management process, including the project planning process, as well as for resourcing and scheduling..
- is able to understand importance of project follow-up.
- is able to identify various project management tools.
- is able to identify and attach the project to a wider framework.
- have better understanding of the risk in project management and

Evaluation scale

H-5

Assessment methods and criteria

Individual work (60%):
Learning journals 40%
Quizzes 20%

Group work (40%):
Project management
Project reports (intermediate&final)


Active group working and participation should be shown for passing the course.

Assessment criteria, fail (0)

Numerical grading, from 1 to 5 (0 means failed).
The student fails in demonstrating that he/she has developped competences in project management.

Assessment criteria, satisfactory (1-2)

The student is able to demonstrate that he/she has developed competences in project management to some extent, however, the students lacks of in-depth knowledge, and is not capable of developing a project proposal that would clearly present the project objectives. The project itself may have weaknesses whether with regards to the administration, scheduling, budgeting, communications or risk management.

Assessment criteria, good (3-4)

The student demonstrates that he/she has significantly developed competences in project management. The students shows evidences of acquisition of knowledge, and is capable of developing a project proposal that would clearly present the project objectives. The project itself has relatively low criticality weaknesses and project administration, scheduling, budgeting, communications and risk management matters are clearly and concretely addressed.

Assessment criteria, excellent (5)

The student demonstrates that he/she fully masters the project management competence. The student has acquired in-depth knowledge that he/she puts into practice, and is capable of developing a project proposal that clearly presents the project objectives. The project itself has almost no weaknesses and project administration, scheduling, budgeting, communications and risk management matters are perfectly addressed.

Objective

The student
- understands the usefulness of the research approach in the expert practice
- is able to clearly define the general conditions of a research activity
- is able to formulate research problems
- is able to practice basic qualitative and quantitative research and development process, and scientific communication (including report structuring, planning and dissemination)
- acknowledges and is able to take into consideration the special conditions of research in the business environment
- is able to make use of the existing research results critically and produce new knowledge

Content

- research process
- scientific method and scientific approaches
- conducting a literature review
- research methodologies
- quantitative and qualitative data collection methods
- analyzing qualitative and quantitative data
- article writing and publishing

Materials

Saunders M. et al. 2019. Research Methods for Business Students. 8th Edition. Prentice Hall (avalaible as an ebook on FINNA via the Vlebooks portal)
Thesis from former and current IB students

Teaching methods

Workshops/All group meetings, self-studies, individual meeting, thesis seminars, and reflection on thesis

Exam schedules

There is no exam for this course.

International connections

Learning by doing, flip learning and case study approach.

Completion alternatives

Submitting a valid thesis proposal (to be agreed with the responsible teacher)

Student workload

Attending All Group Meetings and thesis seminar: 5 hours
Thesis Proposal: 60 hours
Individual Assignments and self-studies: 60 hours
Commentaries and assessment of thesis: 10 hours

Assessment criteria, approved/failed

The main component to pass is the Thesis proposal. The other components (individual assignments...) are there to help you to write of a better thesis proposal and have a clear understanding of what the thesis writing process and requirements are at Turku UAS.

Content scheduling

Research process and thesis writing process
Defining thesis objective, research questions and research scope
Identifying and using reliable and relevant past research
Research methodologies
Quantitative and qualitative data collection methods
Analyzing qualitative and quantitative data
Individual meeting with the responsible teacher to discuss and receive feedback on your research proposal
Writing your Thesis proposal

Further information

After your thesis proposal is accepted, you will be assigned a thesis supervisor. One important objective of this course is to get you started with your thesis.

Evaluation scale

Hyväksytty/Hylätty

Assessment methods and criteria

- 2 individual Assignments: pass/failed
- Research Proposal: pass/failed
- Attending a thesis seminar

Objective

Marketing a service can at times be more challenging than marketing a product. You are not selling something that is tangible; you are selling the invisible which cannot be touched or seen or tasted. Services can be tricky to market and sell, and therefore we need to have a different marketing approach for them than for products. More and more companies nowadays operate in service business, even those which we traditionally have known as industrial companies.
After completing this course you will
- recognise the basic characteristics and trends of services marketing.
- be able to take customer experience into account as one extremely important element, as it has an impact on the perceived value of the service.
- know the key models, for example gap analysis for evaluating service quality
- be able to develop services using the principles and tools of service design

Content

Contents
- the differentiating characteristics of service in comparison to physical products
- marketing thinking behind a successful services marketing
- creation and development of service and service offering
- critical elements when marketing service; service quality, service culture, customer experience, etc.

Materials

Please see Itslearning

Teaching methods

Innopeda, PBL.
The students study the theoretical background at home (cf. reading to be completed prior to every workshop)
The students will watch prerecorded video of chapter summaries
The contact hours are mainly used to review group assignments and workshops.
BYOD for each “lecture” as the course book & internet access are needed to do the case studies

Exam schedules

No exam, course is done through learning assignments.

International connections

Innopeda, Independent studies, flipped learning, case study analysis, online live team discussions, and project-based learning.

Completion alternatives

No optional version. Please note, do your best effort in the assignments right away - there is no up-grading, since there is no exam. The only way to up-grade your final grade is through a new e.g. next course.

Student workload

5 ects, detailed guidelines at the database. 135 hours of student work.
Divided into the individual study, reading and reflection,
+ team discussions and sharing.
Online, videos, reading materials and slides.

Content scheduling

According to separate timetable (on-line). Spring 2025 Schedule.

Further information

All the components (individual assignments, peer work…) of this course will be graded as follow:
Fail (0pts), Good (1pts) and Excellent (2pts)
• 2 quiz: 2 points/quiz
• Group discussions: 2 points maximum
• Service encounter journal: 2 points maximum
• Service redesign assignment,
application of GAP model: 2 points maximum
• Attendance and participation: 2 points maximum


The students can get a maximum of altogether 12 points.
The points translate as follow for the final grade:
0-5 points: fail; 6 points: 1; 7 points: 2; 8 points: 3; 9-10 points; 4; 11-12 points: 5
Please note that:
Missing a deadline equals 0 points (medical certificate accepted)

Evaluation scale

H-5

Assessment methods and criteria

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund / Ourginal - Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.
• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited. Self- and peer evaluation (if asked) limited.
• Good (3-4)
All the tasks are analytical, and well done. They represent high quality in terms of references, length, deep analysis. And in comparison to other group members there are clear bonus aspects (wider theories, more theories or tools used or so...). Also presentations are high quality. And the peer comments are constructive and analytical. There are lots of good references used and theories and tools relevant to the subject are shown in the assignments. Self- and peer evaluation (if asked) analytical.
• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as constructive peer comments.Theories, tools and references are widely used. Self- and peer evaluation analytical, reflective, vide and constructive.

Assessment criteria, fail (0)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.). The reference books must be used when doing the assignments!
Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, using references, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.

Assessment criteria, satisfactory (1-2)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited.

Assessment criteria, good (3-4)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Good (3-4)
All the tasks are analytical, and well done. They represent high quality in terms of references, length, deep analysis. And in comparison to other group members there are clear bonus aspects (wider theories, more theories or tools used or so...). Also presentations are high quality. And the self and peer comments are constructive and analytical.

Assessment criteria, excellent (5)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as constructive peer comments and self-evaluation. Theories, tools and references are widely used.

Objective

The student
- knows and understands the accounting principles governing the measurement and documenting process of business entity's events and results
- has gained practical skillsin budgeting and financial reporting
- understands the importance of financial statements in the decision-making process and in the estimation of the company's assets and performance

Content

- the nature, functions, scope and principles of accounting
- financial accounting, book-keeping, income statement and balance sheet
- management accounting, budgeting

Teaching methods

Course assignments will be described in Itslearning
platform and introduced during the course.
Learning assingments in Itslearning
Small group team work
Individual and group learning
Study journal with self assessment

International connections

innopeda
learning pyramid
flipped classroom

Content scheduling

The student
- knows and understands the accounting principles governing the measurement and documenting process of business entity's events and results
- has gained practical skillsin budgeting and financial reporting
- understands the importance of financial statements in the decision-making process and in the estimation of the company's assets and performance

- the nature, functions, scope and principles of accounting
- financial accounting, income statement and balance sheet
- sources of finance
- financial risk management
- evaluating investment opportunities

Evaluation scale

H-5

Assessment methods and criteria

The final grade of the whole course is based on all course assignments done during the course, and the study journal with self evaluation.

Assessment criteria, fail (0)

Exercises not done or not participated in small group team work

Assessment criteria, satisfactory (1-2)

Exercises done with evaluation grade 1-2

Assessment criteria, good (3-4)

Exercises done with evaluation grade 3-4.

Assessment criteria, excellent (5)

Exercises done with evaluation grade 5.

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

Lecture materials, DEMS project materials (www.dems.pro), materials shared on ITSLearning (e.g., podcasts, videos, blogs, etc.) and other web-based material.

Teaching methods

- Face-to-face instruction (lectures, group work, pair work, exam)
- Independent study of theory and information retrieval
- Collaborative learning methods (group work and its presentation)

Exam schedules

The course includes two exams on ITS. The exact dates will be announced later.

International connections

Collaborative learning & innovation pedagogy.

Completion alternatives

-

Student workload

The course consists of a pre-assignment (see instructions below), individual exams on ITS (2), and group assignments (3).

Theory will be covered in lecture sessions as well as through independent study.

At the end of the course, students will provide peer feedback on their group's collaboration, which the teacher can use in assessments.

Course Credits: 5 ECTS = approx. 135 hours of student work

The course cannot be passed if a student attends less than 50% of the face-to-face sessions.

PRE-ASSIGNMENT: Based on internet sources compile a list of 30 digital marketing terms with your own descriptions of them. Submit the list (e.g., docx or pdf) on ITSLearning before the first session of the course (DL 15.1.2025).

For example, Call to Action (CTA) = a prompt that directs the user to click on an ad or content to proceed (e.g., "Read more" or "Buy now")

Content scheduling

The course covers the following topics:

- Introduction to Digital Marketing (including concepts, role in marketing and business)
- The role of a website in marketing & SEO
- Content Marketing and Social Media
- AI tools in marketing
- Digital marketing strategy & Customer Journey
- Digital Advertising (including Search Engine Advertising & Social Media Advertising)
- Analytics in digital platforms

Further information

ITSLearning and email

Evaluation scale

H-5

Assessment methods and criteria

Assignments & assessment criteria:
- Pre-assignment (Pass/Fail)
- Website & SEO group assignment 20 % (0-5)
- Exams 20 % + 20 % (0-5)
- Digital ad campaign group assignment 20 % (0-5)
- Strategic content plan group assignment (report and presentation) 20 % (0-5)
- Participation (attendance percentage and participation in teaching and presentation sessions)
- Self & Peer review (Pass/Not completed)

Assessment criteria, fail (0)

The student attends less than 50 % of the face-to-face sessions, does not participate in group assignments or exam, or fails to complete the pre-assignment, the course completion will be marked as "Fail." Freeriding in group work will result in course failure. The course will be failed if any assignment contains more than 90% plagiarized content. An assignment will be failed if it contains more than 50% plagiarized content.

Assessment criteria, satisfactory (1-2)

The student demonstrates a basic understanding of digital marketing concepts and the topics covered in the course. The student follows instructions but lacks independent problem-solving skills. Submitted assignments reflects a level of quality similar to AI-generated content, lacking personal reflection and insights.

The student demonstrates weak participation in group work and lacks a professional work approach. The linguistic quality of the group reports, as well as the student's professional impression, is at a satisfactory level. The assessed assignments are insufficient and have been submitted late.

Assessment criteria, good (3-4)

The student understands the topics of the course and can discuss the things learned. The student can apply their learned knowledge and skills to solve given tasks. The student possesses some ability to analyze the information and to identify cause-and-effect relationships between their conclusions and the theory. The student demonstrates good independent and group work skills and activity in teaching sessions.

Group assignments are goal-oriented. The theoretical foundation is well-justified and applied appropriately to the topic. The conclusions are logically and clearly presented.

Assessment criteria, excellent (5)

The student exhibits an excellent understanding and application of digital marketing principles and the topics covered in the course. Submitted assignments are professionally formulated, goal-oriented and demonstrates an extensive amount of original thought and insights, with sources transparently cited. Conclusions are well-founded in the theoretical foundation, presented logically, and the reflection genuinely encompasses the group's/student's own perspectives.

The student is remarkably active in teaching and presentation sessions, as well as in group work.

Objective

The student
- understands the usefulness of the research approach in the expert practice
- is able to clearly define the general conditions of a research activity
- is able to formulate research problems
- is able to practice basic qualitative and quantitative research and development process, and scientific communication (including report structuring, planning and dissemination)
- acknowledges and is able to take into consideration the special conditions of research in the business environment
- is able to make use of the existing research results critically and produce new knowledge

Content

- research process
- scientific method and scientific approaches
- conducting a literature review
- research methodologies
- quantitative and qualitative data collection methods
- analyzing qualitative and quantitative data
- article writing and publishing

Materials

Saunders M. et al. 2019. Research Methods for Business Students. 8th Edition. Prentice Hall (avalaible as an ebook on FINNA via the Vlebooks portal)
Thesis from former and current IB students

Teaching methods

Workshops/All group meetings, self-studies, individual meeting, thesis seminars, and reflection on thesis

Exam schedules

There is no exam for this course.

International connections

Learning by doing, flip learning and case study approach.

Completion alternatives

Submitting a valid thesis proposal (to be agreed with the responsible teacher)

Student workload

Attending All Group Meetings and thesis seminar: 5 hours
Thesis Proposal: 60 hours
Individual Assignments and self-studies: 60 hours
Commentaries and assessment of thesis: 10 hours

Assessment criteria, approved/failed

The main component to pass is the Thesis proposal. The other components (individual assignments...) are there to help you to write of a better thesis proposal and have a clear understanding of what the thesis writing process and requirements are at Turku UAS.

Content scheduling

Research process and thesis writing process
Defining thesis objective, research questions and research scope
Identifying and using reliable and relevant past research
Research methodologies
Quantitative and qualitative data collection methods
Analyzing qualitative and quantitative data
Individual meeting with the responsible teacher to discuss and receive feedback on your research proposal
Writing your Thesis proposal

Further information

After your thesis proposal is accepted, you will be assigned a thesis supervisor. One important objective of this course is to get you started with your thesis.

Evaluation scale

Hyväksytty/Hylätty

Assessment methods and criteria

- 2 individual Assignments: pass/failed
- Research Proposal: pass/failed
- Attending a thesis seminar

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.

Objective

Marketing a service can at times be more challenging than marketing a product. You are not selling something that is tangible; you are selling the invisible which cannot be touched or seen or tasted. Services can be tricky to market and sell, and therefore we need to have a different marketing approach for them than for products. More and more companies nowadays operate in service business, even those which we traditionally have known as industrial companies.
After completing this course you will
- recognise the basic characteristics and trends of services marketing.
- be able to take customer experience into account as one extremely important element, as it has an impact on the perceived value of the service.
- know the key models, for example gap analysis for evaluating service quality
- be able to develop services using the principles and tools of service design

Content

Contents
- the differentiating characteristics of service in comparison to physical products
- marketing thinking behind a successful services marketing
- creation and development of service and service offering
- critical elements when marketing service; service quality, service culture, customer experience, etc.

Materials

Please see Itslearning

Teaching methods

Innopeda, PBL.
The students study the theoretical background at home (cf. reading to be completed prior to every workshop)
The students will watch prerecorded video of chapter summaries
The contact hours are mainly used to review group assignments and workshops.
BYOD for each “lecture” as the course book & internet access are needed to do the case studies

Exam schedules

No exam, course is done through learning assignments.

International connections

Innopeda, Independent studies, flipped learning, case study analysis, online live team discussions, and project-based learning.

Completion alternatives

No optional version. Please note, do your best effort in the assignments right away - there is no up-grading, since there is no exam. The only way to up-grade your final grade is through a new e.g. next course.

Student workload

5 ects, detailed guidelines at the database. 135 hours of student work.
Divided into the individual study, reading and reflection,
+ team discussions and sharing.
Online, videos, reading materials and slides.

Content scheduling

According to separate timetable (on-line). Spring 2025 Schedule.

Further information

All the components (individual assignments, peer work…) of this course will be graded as follow:
Fail (0pts), Good (1pts) and Excellent (2pts)
• 2 quiz: 2 points/quiz
• Group discussions: 2 points maximum
• Service encounter journal: 2 points maximum
• Service redesign assignment,
application of GAP model: 2 points maximum
• Attendance and participation: 2 points maximum


The students can get a maximum of altogether 12 points.
The points translate as follow for the final grade:
0-5 points: fail; 6 points: 1; 7 points: 2; 8 points: 3; 9-10 points; 4; 11-12 points: 5
Please note that:
Missing a deadline equals 0 points (medical certificate accepted)

Evaluation scale

H-5

Assessment methods and criteria

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund / Ourginal - Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.
• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited. Self- and peer evaluation (if asked) limited.
• Good (3-4)
All the tasks are analytical, and well done. They represent high quality in terms of references, length, deep analysis. And in comparison to other group members there are clear bonus aspects (wider theories, more theories or tools used or so...). Also presentations are high quality. And the peer comments are constructive and analytical. There are lots of good references used and theories and tools relevant to the subject are shown in the assignments. Self- and peer evaluation (if asked) analytical.
• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as constructive peer comments.Theories, tools and references are widely used. Self- and peer evaluation analytical, reflective, vide and constructive.

Assessment criteria, fail (0)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.). The reference books must be used when doing the assignments!
Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, using references, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.

Assessment criteria, satisfactory (1-2)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited.

Assessment criteria, good (3-4)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Good (3-4)
All the tasks are analytical, and well done. They represent high quality in terms of references, length, deep analysis. And in comparison to other group members there are clear bonus aspects (wider theories, more theories or tools used or so...). Also presentations are high quality. And the self and peer comments are constructive and analytical.

Assessment criteria, excellent (5)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as constructive peer comments and self-evaluation. Theories, tools and references are widely used.

Objective

Student is able to
- Understand the nature and social dynamics within B2B environment
- Segment B2B markets and design marketing communication tools
- Understand nature of organization buying behavior
- Evaluate key elements in the sales process.

Content

- Segmentation strategies in B2B
- Organizational buying behavior
- Relationship marketing
- Sales forecasting
- The Personal Selling Process and key competence in sales force

Materials

1. Business to Business Marketing Management
Author: By Jim Blythe, Alan Zimmerman. Pages: 528 Size: 4.52 MB Format: PDF Publisher: Routledge Ltd. Published: 12 April, 2013 eISBN-13: 9780203067581


2. B2B Customer Experience : A Practical Guide to Delivering Exceptional CX Authors:Hague, Nick Hague, Paul N.Publication Information:Ed.: 1 Edition. New York, NY : Kogan Page. 201

Teaching methods

Online implementation, Flip learning, project based and group work

Exam schedules

All assignments and tasks are done Online

International connections

Students study in Small teams using:

Experiential learning, inquiry-based, case studies, collaborative, reflective, constructivism, and integrative

Completion alternatives

None

Student workload

student workload = 133hrs

Content scheduling

• Introduction to business to businessmarketing
• Organisation buying behaviour
• Ethical consideration
• Segmentation strategies
• Services for business markets
• Key account management and sales
• Sales promotion, exhibitions and trade fairs

Further information

Iteslarning and more information to be given on the first all-group meeting

Evaluation scale

H-5

Assessment methods and criteria

The assessment is based on a scale of: 1 - 5
Active participation in team 10%
Individual assignment 40%
Team assignment 50%

Assessment criteria, fail (0)

The work does not reach the standard level of the course. There is no evidence of further reading or considered thought about the subject matter neither clear demonstration of familiarity with the various B2B marketing concepts.

Assessment criteria, satisfactory (1-2)

There is knowledge of core B2B marketing material and concepts but the knowledge and the processing of knowledge is weak or limited. There is only little evidence of wider reading.

Assessment criteria, good (3-4)

The work is reasonably competent, though there may be some weaknesses. Knowledge of various B2B marketing concepts is adequate and while there is evidence of reading beyond the class, it's patchy or not broad (3).

The work is well developed beyond that given; demonstrates sound conceptual knowledge in B2B marketing and reasoning; depth and breadth of reading (4)

Assessment criteria, excellent (5)

The work reflect very high conceptual standard and demonstrate knowledge in B2B concepts and autonomous development of reasoning processing well beyond that given in class. There is clear evidence of depth and breadth in reading

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

- lecture materials and one's own notes
- podcasts, videos and articles etc.
- DEMS project materials: https://dems.pro/

You can also utilize following e-books:
- Charlesworth, A. 2018. Digital marketing: A practical approach (Third edition.). Routledge / Taylor & Francis Group.
https://turkuamk.finna.fi/Record/turkuamk_electronic.995198667205970?sid=4709283212
- Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: Planning and optimizing and integrating online marketing (5th edition.). Routledge.
https://turkuamk.finna.fi/Record/turkuamk_electronic.995607042805970?sid=4709283212

Teaching methods

- online lessons
- group assignment
- 2 x individual online learning check exam

Exam schedules

1) Terminology learning check exam in ITS on 31.10. (for example after the first AGM)

- Learning materials for the exam:
A) https://uhurunetwork.com/digital-marketing-terms/
B) https://nonprofitssource.com/digital-marketing-terms/

2) The second learning check exam can be taken independently during week 49.

Learning materials for the exam:
- lecture materials

International connections

Learning in teams, in interaction with others, self and peer evaluation, digital learning.

Completion alternatives

-

Student workload

- Online lessons 4 h
- Group work & individual studying 100 h

Content scheduling

Pre-assignments:
1. Learn digital marketing terms and prepare to take a short exam (learning check) after the first AGM. The exam is conducted in ITSLearning.
- Learning materials for the exam:
A) https://uhurunetwork.com/digital-marketing-terms/
B) https://nonprofitssource.com/digital-marketing-terms/

2. Write a short introduction about yourself to the ITSLearning discussion area. You can describe also your possible previous digital marketing experience from working life. In addition, please include something what you expect from this course.

Course schedule:
- AGM #1 // 31.10. at 15-16 (Finnish time)
- AGM #2 // 14.11. at 15-16
- SGM 19.11. or 20.11. at 15-18
- AGM #3 // 28.11. at 15-16

Content:
- Defining digital marketing & digital channels – “The big picture”
- Planning effective digital strategy and choosing the right KPI’s – “The plan”
- Website & SEO – “The basis”
- Digital advertising – “Spending the budget”
- Content marketing & social media – “Earning the trust & attention”
- Analyzing digital marketing performance – “Measure and understand”

Further information

ITSLearning & email

Evaluation scale

H-5

Assessment methods and criteria

The assessment is based on the completion of the given group work & learning check exams.

Learning check exams (individual): 10 % + 30 % (0-5)
Digital strategy for a small company (group): 60% (0-5)

Degree of student's participation and activity in online classes can raise the grade.

Assessment criteria, fail (0)

No final group report and pre-assignment delivered. No attendance at AGMs and SGM. The learning check exam(s) have not been completed. Free-riding in group assignments leads to failing the course. The course will be failed if the group assignment contains at least 40 % plagiarized content.

Assessment criteria, satisfactory (1-2)

The student recalls and understands the topics covered in the course (facts and concepts) but does not yet apply them extensively. The student follows instructions but does not generate independent solutions. The submitted assignments match the level generated by AI, and there is no presentation of personal reflection or insights. Text citations are missing, and content generated by AI or copied from elsewhere is presented as one's own writing.

Group report do present results but there is lack factual foundation, it is superficial and not well argued for. Structure, style and content of returned report is moderate.

Assessment criteria, good (3-4)

The student understands the topics of the course and can justify their choices. The student can apply their learned knowledge and skills to solve given tasks. They possess some ability to analyze the information they have learned and can identify cause-and-effect relationships between their conclusions and the theory.

The student works well both independently and in a group and can utilize field-specific knowledge in their studies. There is a lot of insights in the submitted assignment, and the sources used in the outputs have been transparently cited (= proper referencing techniques have been applied).

Group report include results which are well presented, are based on facts and are well argued for. Work shows critical thinking and source materials are well used. Good structure, style, and content of returned report.

Assessment criteria, excellent (5)

The student can apply and evaluate the topics of the course as well as their learning. The student's submitted assignment demonstrate their ability to generate their own solutions or insights into the task. The student performs well both independently and in a group, and they can utilize and apply field-specific knowledge in their studies.

Report is high quality content wise. Report contains all the given topics, fact based argumentation and adequate critique of the results presented. Results have a direct link to the theoretical content presented in the course literature and materials. Excellent structure, style, and content of returned report.

Objective

After completing the course the student is able to
- explain basic branding concepts
- explain factors that help to create differentiated brands
- apply brand building in different contexts.

Content

- branding 360° process
- components of branding in three different sectors
- brand architecture and brand portfolio

Materials

Aaker: Aaker on Branding : 20 Principles That Drive Success. + materials at the web platform. Or any other equivalent books and articles.

Teaching methods

On-line study unit only in Itslearning. PBL and innovation pedagogy. The study unit is only for PINBOS / IB- students.

Exam schedules

No exam.

International connections

On-line study unit only in Itslearning- platform. PBL and innovation pedagogy. Only for PINBOS -group.

Completion alternatives

No optional versions, only on-line version.

Student workload

5 ects, two separate assignments (one group work, one individual assignment), which are introduced and guided in the beginning of the study unit. No exam.

Content scheduling

Basics of brands and brand building. After the study unit the student is able to understand how different forms of communication create and impact on product and company level, describe and name factors affecting the product image (brand) and apply brand building in different contexts.

Evaluation scale

H-5

Assessment methods and criteria

Only those tasks that are returned on time, before the final deadlines, are evaluated and can be accepted ! Late returns are not qualified. Please note that the Ourginal / Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.).
The two assignments are evaluated as following on group work (pass / fail), and 100 % on individual work. Both must be done and passed through on time. Also student´s level of given peer feed-back to fellow students affect the evaluation as stated below.

Please note also, there is no exam in the course, so do your best effort at once – there is no extra possibilities to up-grade the final grade in any other form than coming to the course again when it enrolls next time, and to do the tasks and assignments that are valid then !!!!!


Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.
• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited.
• Good (3-4)
All the tasks are analytical, and well done. They represent high quality in terms of references, length, in-depth analysis. And in comparison to the other group members there are clear bonus aspects. Also presentations are of high quality. And the peer comments are constructive and analytical. References are used well.

• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as peer comments. Lots of good references.

Assessment criteria, fail (0)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that the Ourginal / Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Fail (0)
The assignment is not compatible with the brief. There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.

Assessment criteria, satisfactory (1-2)

• Satisfactory (1-2)
The assignment is compatible to the brief. All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis and reflection. Or the references are very limited.

Assessment criteria, good (3-4)

• Good (3-4)
All the tasks are analytical, and well done. They are also well presented. They represent high quality in terms of references, length, deep analysis and reflection. And in comparison to the other group members there are clear bonus aspects. Also presentations are of high quality. And the peer comments to fellow students are constructive and analytical.

Assessment criteria, excellent (5)

• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as peer comments. Lots of good references (and well used).

PLEASE NOTE ! UP-GRADING THE FINAL GRADE: Please note, there is no exam in the course, so do your best effort at once – there is no extra possibilities to up-grade the final grade in any other form than coming to the course again when it enrolls next time, and to do the tasks and assignments that are valid then !!!!!

Qualifications

No special entry requirements

Objective

Having completed the course, the student is able to
- define basic terms
- describe most common business models
- apply simple business model analysis

Content

- basic characteristics of digital business
- the most common tools and model used in digital business
- basic methods for business model analysis

Location and time

1.9. -31.12.2018

Materials

A book for pre-assignment: Osterwalder A. et al 2010. Business model generation: a handbook for visionaries, game changers, and challengers (eBook)

Chan W.C & Mauborgne, R. 2015 Blue ocean strategy: how to create uncontested market space and make the competition irrelevant (eBook)

Other materials will be given in ItsLearning.

Teaching methods

Briefings, Lecture, Written material, Teacher/student interaction (Q&A´ sessions) and individual work

Exam schedules

No exam.

International connections

Briefings and lecture(s). Joint sessions and interaction, individual work.

Completion alternatives

No alternatives.

Student workload

Individual works (business models summary, business analysis report)

Book report (team or pair)

Participation of lecture (video), participation of briefings and joint discussions, group and individual project (work total 133 hrs).

Pre-assignment (DL 11.9.2024):

1) Read section 1 (Canvas) from the book Osterwalder & al. Business model generation: a handbook for visionaries, game changers, and challengers: https://turkuamk.finna.fi/Record/turkuamk_electronic.995610304205970

2) Write a short summary report (max. 1 page) on business models. Describe e.g. what they are and how they are built.

The report deadline is 11.9.2024.

Content scheduling

This course contains topics like CRM and Business models which will form the main frame of the course. CRM being the marketing entity and business models - as it says - the "big picture". After the course student is able to understand landscape of digital business and have tools to analyze how companies operate in business.

Course timing:
AGM #1: 12.9.2024 at 15:00 (Finnish time)
AGM #2: 3.10.2024 at 15:00
AGM #3: 24.10.2024 at 15:00

Pre-assignment (DL 11.9.2024):

1) Read section 1 (Canvas) from the book Osterwalder & al. Business model generation: a handbook for visionaries, game changers, and challengers: https://turkuamk.finna.fi/Record/turkuamk_electronic.995610304205970

2) Write a short summary report (max. 1 page) on business models. Describe e.g. what they are and how they are built.

The report deadline is 11.9.2024.

Evaluation scale

H-5

Assessment methods and criteria

Individual work is a business report + video summary (breadth and quality of content, facts supporting findings, quality of report).
Pre-assignment and book report must be passed.

Pre-assignment grade: fail - pass
Book report (team or pair) grade: fail - pass
Business analysis report (individual work) - grade fail / 1-5

Assessment criteria, fail (0)

One or several assignments undone or return late. The course is fail if one or several assignments are plagiarized.

Assessment criteria, satisfactory (1-2)

Report do present results but there is lack factual foundation, it is superficial and not well argued for. Used structure, style and content of returned report is moderate. Brief is followed, but only partial.

Assessment criteria, good (3-4)

Brief is followed accurately, but some points are missing. Report include results which are well presented, are based on facts and are well argued for. Reports include some analysis of the strengths and weaknesses of the work done. Work is based on the theoretical content and models presented in the course. Work shows critical thinking, suggested business analysis tools and source materials are well used. Good structure, style, and content of returned report.

Assessment criteria, excellent (5)

Brief is followed to the point. Report is high quality content wise. Content contains in-depth analysis, fact based argumentation and adequate critique of the results presented. Results have a direct link to the theoretical content and models presented in the course. Excellent structure, style, and content of returned report. All produced materials are showing excellent quality, suggested business analysis tools are used and conclusions made. Source and additional materials are widely used. Works shows critical thinking.

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

- e-book(s) and articles
- lessons material and one's own notes
- tutorial videos

Teaching methods

- contact lessons: active participation, presentations
- individual studying
- learning and sharing ideas in a group - teamwork skills

International connections

Learning in teams, in interaction with others, self and peer evaluation, digital learning.

Completion alternatives

None, no replacing assignments either.

Student workload

- Contact lessons 8 x 3h
- Group work 30 h
- Individual studying 70 h
- Pre-course assignment 10 h

Content scheduling

10.9.-19.11.2024
- Intro, recap marketing fundamentals
- The benefits of digital marketing
- Traditional vs. digital marketing
- Inbound vs. outbound:
o different channels
o key elements of inbound marketing
o traffic sources, how to increase traffic
- targeting, buyer personas
- buyer´s journey
- SEO, SEA
- Google Analytics

Further information

Itslearning

Evaluation scale

H-5

Assessment methods and criteria

Pre-course assignment (individual): as a part of course activity
Google Analytics 4 exam (individual) 10%
Display campaign (individual): 30% (0-5)
SEO & SEA assignment (group): 30% (0-5)
Digital strategy (group): 30% (0-5)


INDIVIDUAL ASSIGNMENTS:

Pre-course assignment:

Pass: the assignment has been accomplished according to instructions.
Fail: The assignment hasn’t been returned in time, and/or the list doesn’t include 10 terms and/or the number of sources is less than three. Plagiarism more than 30%.

Google Analytics 4 exam in Itslearning:

Each correct answer equals to one point. Points 0-10.


Plan a display campaign and banner (30%), multiply assignment grade by 6:

0: The assignment hasn’t been returned in time. The campaign mathematics (the correct cpm price, the correct cpm x impressions calculation, nr of visitors) are wrong or inadequate. The campaign period per media is missing. Pricing method is not CPM. Banner has not been designed.
1-2: Pricing method is CPM, and mathematics are correct, but campaign consists of only one media. No argumentation why the media is chosen. Screen captures of media cards / rates are missing. Banner has been designed, but it alignment with campaign planning is poor.
3-4: The campaign includes two or more media, mathematics are correct and the campaign has been built according to instructions. Student provides arguments for his/her campaign and ad format solutions. Banner design is quite good, CTA taken into account.
5: The campaign includes two or more media, mathematics are correct and campaign has been built according to instructions. Targeting pricing (if applicable) has been taken into account. Banner stands out. Student provides arguments for his/her solutions, which demonstrate expertise.



GROUP ASSIGNMENTS:

1st Assignment: Website traffic and how to increase it organically (SEO) and by paying (SEA) (30%), multiply assignment grade by 6

0: The assignment hasn’t been returned in time. The references and tools haven’t been used, or the evaluation and suggestions are incorrect. The work shows that the group has not understood the meaning of search engine optimization. Plagiarism more than 25%.
1-2: The evaluation doesn’t cover all the required aspects. The use of references is insufficient.
3-4: All the required aspects are covered and the use of references is sufficient and correct. Group has made searches using keywords. A grade of 4 requires, among other things, that the team's development proposals are clearly based on the results provided by the tools and that the advertising campaign is meaningful and logical.
5: The evaluation shows that the group has a very good understanding of the topic: evaluation shows in-depth understanding of SEO and SEA. Use of references is versatile and correct.

2nd = Final Assignment: Build a digital marketing strategy for a small company (30%), multiply points by 6:

0: The assignment hasn’t been returned in time. The elements of the strategy are irrelevant, ie. don’t belong to a strategy. It doesn’t include the elements discussed in the course. References aren’t used. Plagiarism more than 25%.
1-2: The strategy is very limited, and the instructions are followed only partially. The elements are few and loose and don’t build up to a logical entity. The use of references is limited and only partly correct. The work does not demonstrate research and commitment to the work. The presentation is below average verbally and visually.
3-4: The strategy contains all the elements needed. The work shows that students understand the essentials of the digital marketing strategy. The elements form a logical entity without any gaps, and references are used correctly and sufficiently. The chosen actions support the objectives, and several, high quality references are used. The presentation is on satisfactory level.
5: The work demonstrates an in-depth understanding of digital marketing strategy work. All the aspects are covered in a professional way, the strategy is diverse. The references are versatile, and the presentation is of high quality.

In group assignments: when assessing the performance of an individual student, peer evaluation (within a group) is in use. In other words, the student's group work activity effects on the course grade.

FINAL COURSE GRADE SCALE:

0-25: fail
26-49: 1
50-64: 2
65-79: 3
80-89: 4
90-100: 5

Degree of student's participation and in-class activity level can raise or lower the grade. Note: minimum 50% attendance is required for passing the course.

Assessment criteria, fail (0)

0-25 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment". Student is absent from classes 50% or more . (=4 classes or more).

Assessment criteria, satisfactory (1-2)

26-64 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Assessment criteria, good (3-4)

65-89 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Assessment criteria, excellent (5)

90-100 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Objective

The student
- knows and understands the accounting principles governing the measurement and documenting process of business entity's events and results
- has gained practical skillsin budgeting and financial reporting
- understands the importance of financial statements in the decision-making process and in the estimation of the company's assets and performance

Content

- the nature, functions, scope and principles of accounting
- financial accounting, book-keeping, income statement and balance sheet
- management accounting, budgeting

Teaching methods

Course assignments will be described in Itslearning
platform and introduced during the course.
Learning assingments in Itslearning
Small group team work
Individual and group learning
Study journal with self assessment

International connections

innopeda
learning pyramid
flipped classroom

Content scheduling

The student
- knows and understands the accounting principles governing the measurement and documenting process of business entity's events and results
- has gained practical skillsin budgeting and financial reporting
- understands the importance of financial statements in the decision-making process and in the estimation of the company's assets and performance

- the nature, functions, scope and principles of accounting
- financial accounting, income statement and balance sheet
- sources of finance
- financial risk management
- evaluating investment opportunities

Evaluation scale

H-5

Assessment methods and criteria

The final grade of the whole course is based on all course assignments done during the course, and the study journal with self evaluation.

Assessment criteria, fail (0)

Exercises not done or not participated in small group team work

Assessment criteria, satisfactory (1-2)

Exercises done with evaluation grade 1-2

Assessment criteria, good (3-4)

Exercises done with evaluation grade 3-4.

Assessment criteria, excellent (5)

Exercises done with evaluation grade 5.

Objective

After completing the course the student is able to
- explain basic branding concepts
- explain factors that help to create differentiated brands
- apply brand building in different contexts.

Content

- branding 360° process
- components of branding in three different sectors
- brand architecture and brand portfolio

Materials

Reading of own choise regarding brand building (books, articles) either printed or on-line. Lecture materials. Goup work materials.

Teaching methods

Lectures, literature, assignments, group work.

Exam schedules

Re-take will be agreed separately.

International connections

Innovative pedagogy incl. field work outside classroom and presentations.

Completion alternatives

No alternative methods.

Student workload

Book reflection, two assignments, exam = 133 hrs = 5 credits.

Evaluation scale

H-5

Assessment methods and criteria

Book reflection pass/fail
Group work pass/fail during the course.
Exam 0-5

Assessment criteria, fail (0)

Student does not attend or shows poor activity during the course (reflection, group work). No knowldge of basics in the exam.

Assessment criteria, satisfactory (1-2)

Has returned book reflection, has attended group work and has Basic command of materials reuired to the exam.

Assessment criteria, good (3-4)

Has returned book reflection, has attended group work and has Good command of materials reuired to the exam

Assessment criteria, excellent (5)

Has returned book reflection, has attended group work and has Exellent command of materials reuired to the exam

Qualifications

No special entry requirements

Objective

The student is able to

- Assess new possibilities for expanding the business operations
- Differentiate between various market entry strategies.
- Acquire, organize and analyze data to make justified market entry strategy decisions
- Plan and implement marketing operations

Content

- market analysis and making decision on which markets to enter
- market entry strategies and the models of implementing them
- marketing approaches for today’s digitalized business environments
- marketing research and designing international marketing programme

Materials

Will be available in Itslearning
Gerald Albaum., E. D., 2011. International Marketing and Export Management. Seventh ed. Essex: Pearson Education.
Hollensen, S., 2016. Global Marketing. Seventh. ed. London: Pearson Education.
James X. Zhan, R. B., 2015. world Investment Report, Geneva: United Nations Publication.

Teaching methods

The students study the theoretical background at home (cf. reading to be completed prior to every workshop)
The students will watch prerecorded video of chapter summaries
The contact hours are mainly used to review group assignments and workshops.
BYOD for each “lecture” as the course book & internet access are needed to do the case studies

International connections

Independent studies, flipped learning, case study analysis, online live team discussions, and project-based learning.

Student workload

15 Hours (Online small team and all team meetings)
70 hours: (Reading course materials and application of Internationalization marketing frameworks)
25 hours: (group assignment research and writing)
10 hours: (case study preparations)

Content scheduling

Chapter 1 : Course introduction, group formation
Trends in International business: FDI flow, globalization, the LSEs and SMEs
Chapter 3 : Internationalization theories
Chapter 4 : Assessing firm’s international competitiveness
Chapter 5 : Global Market Research (all group session)
Chapter 8 : The international market selection process (Case Nano)
Chapter 10 :Export modes and Intermediate Entry Modes
Product showcase (Week 46) : all group session, portfolio presentation and feedback

Further information

All the components (individual assignments, peer reviews…) of this course will be graded as follow:
Fail (0pts), Good (1pts) and Excellent (2pts)
2 Group discussions: 4 points maximum
3 Pair assignments: 6 points
1 Individual assignments: 2 points maximum
Pair presentation: 1 point
Attendance: 1 point
The students can get a maximum of altogether 12 points.
The points translate as follow for the final grade:
0-5 points: fail; 6 points: 1; 7 points: 2; 8 points: 3; 9-10 points; 4; 11-12 points: 5
Please note that:
Missing a deadline equals 0 points (medical certificate accepted)
The two individual assignments and the team assignment are compulsory to do to be able to pass the course. Missing an impromptu test or a peer review is not disqualifying, it only affects negatively the final grade.

Evaluation scale

H-5

Assessment methods and criteria

en
Attendance: (Small team meetings/ All group meetings
1 pts (75% compulsory attn.)
course will be graded as follow:
Fail (0pts), Good (1pts) and Excellent (2pts)
2 Group discussions: 4 points maximum
3 Pair assignments: 6 points
2 Individual assignments: 4 points maximum
Pair presentation: 1 point

The students can get a maximum of altogether 12 points.
The points translate as follow for the final grade:
0-5 points: fail; 6 points: 1; 7 points: 2; 8 points: 3; 9-10 points; 4; 11-12 points: 5

Assessment criteria, fail (0)

Passive or no participation throughout the course. The student show very limited knowledge and understanding of the main areas of the course as well as inability to grasp fundamental international marketing theories and inability apply theories in project work. Zero or insignificant contribution in completion of team assignments. Student show very little ability to gather and interpret relevant data to come to informed judgments that include reflection about what is asked for the assignments. The student has difficulties in communicating his/her ideas to others. Several parts of the text are unclear.

Assessment criteria, satisfactory (1-2)

Limited participation throughout the course duration and contribution towards the completion of team assignments. The student can demonstrate limited knowledge and understanding of the main areas of the course. The student shows difficulties in applying his/her knowledge and understanding of the content. Basic understanding of International marketing theories, and limited ability apply knowledge into practice. The student has difficulties in communicating his/her ideas to others. Some parts of the text are unclear

Assessment criteria, good (3-4)

Good participation throughout the course duration, and encourages (support) other study team members in contributing towards the team assignments. Good understanding of key International marketing theories, and able to demonstrate how to apply theoretical knowledge into practice. The student demonstrates good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student is able to communicate his/her ideas to others. Important parts of the text are clear and well written.

Assessment criteria, excellent (5)

Excellent participant throughout the course duration, and encourages (support/guide) other study team members in contributing towards the team assignments. Excellent understanding of key International marketing theories, and able to demonstrate, apply theoretical knowledge into practice with valuable findings. The student ability to gather and interpret relevant data to is consistent thought the course duration. The student is able to communicate clearly his/her ideas to others in a professional way. Most of the text is clear and well written.

Objective

After completing this course the student is able to
- apply a logistical thinking when analyzing business operations
- understand the strategic importance and role of logistics in international trade
- is able to explain the nature of a logistic system in functional terms (transport, warehousing, information systems)
- make recommendation for improving a given supply chain
- maintain a positive and value creating relationships with suppliers and customers

Content

- Supply Chain Management
- Supply Chain risks and optimization
- Transportation
- Warehousing
- Global trade processes and related documentation
- Process analysis

Materials

On-site and Online learning materials
Links to Videos
Readings (web, FINNA)
International Business, Global Edition, John D. Daniels, Lee H. Radebaugh and Daniel P.Sullivan, Pearson Education, Fifteenth edition, 2014. Chapter 18 (Global Production and Supply Chains). The book is freely available through the online materials database of TUAS (https://turkuamk.finna.fi/?lng=en-gb) at https://ebookcentral.proquest.com/lib/turkuamk-ebooks/reader.action?docID=5137609&ppg=738
Do not overuse book licences, use licences parsimonuouusly by avoiding multiple short time reading sessions.

Teaching methods

Blended approach: class meetings, online videos, readings, individual exercises.

Exam schedules

Information is available on the learning platform.

International connections

Activity and case-based learning. Use of tools for analytics and decision-making in the context of supply chain management.

Student workload

Possibility of on-site and online collaboration. Courses on Wednesdays as part of the International Semester.

Content scheduling

The implementation takes place on Spring 2023.
Please look at the exact dates, and possible updates on the course information sharing platforms (Peppi, Tuudo)..

Further information

After completing this course the student is able to:
- understand the notion of value chain
- apply a value chain analysis to a case study
- understand the notion of supply chain
- apply suplpy chain thinking by drawing a supply chain diagram
- understand quality management
- apply a problem identification tool
- understand process thinking
- apply process mapping through drawing a flowchart diagram
- understand the notion of risk and risk management
- apply risk assessment tools
- understand the notion of sustainability and its impact on supply chains and consumer markets
Indicative structure of the course:
- value chain
- supply chain
- quality management
- process drawing
- risk management
- sustainability in the supply chain

Evaluation scale

H-5

Assessment methods and criteria

Course assessment (final grade; scale 1-5) is based on the performance in the course assignments and tasks.
Course assignments and tasks relates to sections of the course.
Course assignments and tasks are each valued with a number of points relatively to the difficulty of the assignment/task.
The accumulated points are scaled to the 1-5 scale.
Assessment takes also in consideration qualitative observation on participation to the online session, and application of the tools that support supply chain systems.

Assessment criteria, fail (0)

The participant has not been present without satisfactory proof to at least 66% of the onsite and online meetings.
The participant fails to apply the tools that support supply chain systems due to lack of understanding of the theoretical rationale and tool usage requirements..The student has demonstrated limited knowledge and understanding of the chapter. The student has difficulties in applying his/her knowledge and understanding
of the chapter content to complete the task/assignment. The student demonstrates little ability to gather and interpret relevant data to inform judgments that include reflection
about what is asked for the task/assignment. The student has difficulties in communicating his/her ideas in writing to the reader. Some parts of the text are unclear.

Assessment criteria, satisfactory (1-2)

The participant understands the purpose of the tool that support supply chain systems and manages to apply them despite flaws in the usage requirements. The student has demonstrated good knowledge and understanding of the main areas of the chapter to complete the task/assignment.
The student shows he/she can apply his/her knowledge and understanding of the course content to complete the task/assignment.
The student demonstrates good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the task/assignment.
The student is able to communicate their ideas in writing to the reader. Important parts of the text are clear and well written.

Assessment criteria, good (3-4)

The participant has a clear understanding the purpose of the tool that support supply chain systems and manages to apply them satisfyingly fulfilling the usage requirements. The student has demonstrated very good knowledge and understanding of the main areas of the chapter.
The student shows they can apply his/her knowledge and understanding of the course content to answer the task/assignment.
The student demonstrates very good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the task/assignment.
The student is able to communicate clearly his/her ideas in writing to the reader in a professional way. Most of the text is clear and well written.

Assessment criteria, excellent (5)

The participant has a clear understanding the purpose of the tool that support supply chain systems and manages to apply them entirely fulfilling the usage requirements.
The participant is able to make analytical statements following the appllciation of tools. The student is able to create new knowledge. He/she innovates and shows full commitment in fulfilling the requirements.

Objective

The student
- is aware of cultural identities and appreciates different cultural values and norms
- has a better understanding of how each culture perceives e.g. time and space, verbal and nonverbal communication, or approaches to teamwork
- has cultural competence to interact with people from different cultures
- knows theoretical frameworks on culture and can apply them to authentic situations
- is aware of varying practices in different business cultures
- is able to apply knowledge and skills in working and communicating with ease and confidence in intercultural situations

Content

- cultural frameworks
- cultural awareness and identity
- cultural briefing
- national cultures and cultural influences
- intercultural communication skills
- culture in teams, business cultures

Materials

Are published in ITS Platform

Teaching methods

The course includes
- lectures
- individual tasks
- group tasks
- assignments

International connections

The course follows the Innopeda framework of Turku UAS and it is highly interactive encouraging students to communicate. International aspects pierces the course by concepts, materials, discussion topics, and students' tasks.

The course contributes to sustainable development in terms of social sustainability.

Student workload

Lectures
Individual tasks
Group tasks
Final task

Content scheduling

- cultural frameworks
- cultural awareness and identity
- national cultures and cultural influences
- intercultural communication skills
- culture in teams, business cultures

Further information

ITS Learning Platform

Evaluation scale

H-5

Assessment methods and criteria

Active participation in all lectures
Following the course schedule
Following the tasks' schedule
Active contribution to the group work

Objective

The primary course objective is to make students aware of all the essential elements within project management i.e. are aware of various approaches and tools necessary from project inception to delivery process.
After completing this course the student is able to
- describe the project management process
- draft a project plan and create project documentation
- describe how projects are followed and steered
- review various project management tools

Content

- introduction to project management
- project organisation and the roles
- project communication and team building
- project management process overview
- project initiation, planning, scheduling and time management
- project steering and control

Materials

- Materials provided in a course workspace, e.g. lecture materials, additional study materials.
- Students may seek for further suitable study materials
- Other materials mentioned in Itslearning.
- Web based contemporary material

Optional: Heagney, J. 2011. Fundamentals of Project Management. Amacom.

Teaching methods

- Interactive online meetings: all group meetings with teachers, small group meetings with own group and teachers, group working,
- Team discussions and sharing: group: working with own small group.
- Individual research and reflection

International connections

Lectures, group working in study groups, individual work

Student workload

Lectures 10x3 = 30 hours
Self study tasks 7x4 = 28 hours
Preparation for exams 10 hours
Real project implementation (group work) 65 hours

Content scheduling

Content:
- insights on project work
- project planning phase
- the content of the project plan
- project initiation, scheduling and time-management
- budget management
- risk management
- project communication
- project organization, the roles and team building
- presenting the Project

Further information

The primary course objective is to make students aware of all the essential elements within project management. i.e. are aware of various approaches and tools necessary from project inception to deliver process.

After completed this course the student:
- knows the basic elements of a project and is able to establish a project plan.
- recognizes the importance the project communication
- has more experience of presenting new ideas and how to build informative presentation within essential information
- is able to describe the project management process, including the project planning process, as well as for resourcing and scheduling..
- is able to understand importance of project follow-up.
- is able to identify various project management tools.
- is able to identify and attach the project to a wider framework.
- have better understanding of the risk in project management and

Evaluation scale

H-5

Assessment methods and criteria

Individual work (60%):
Learning journals 40%
Quizzes 20%

Group work (40%):
Project management
Project reports (intermediate&final)


Active group working and participation should be shown for passing the course.

Assessment criteria, fail (0)

Numerical grading, from 1 to 5 (0 means failed).
The student fails in demonstrating that he/she has developped competences in project management.

Assessment criteria, satisfactory (1-2)

The student is able to demonstrate that he/she has developed competences in project management to some extent, however, the students lacks of in-depth knowledge, and is not capable of developing a project proposal that would clearly present the project objectives. The project itself may have weaknesses whether with regards to the administration, scheduling, budgeting, communications or risk management.

Assessment criteria, good (3-4)

The student demonstrates that he/she has significantly developed competences in project management. The students shows evidences of acquisition of knowledge, and is capable of developing a project proposal that would clearly present the project objectives. The project itself has relatively low criticality weaknesses and project administration, scheduling, budgeting, communications and risk management matters are clearly and concretely addressed.

Assessment criteria, excellent (5)

The student demonstrates that he/she fully masters the project management competence. The student has acquired in-depth knowledge that he/she puts into practice, and is capable of developing a project proposal that clearly presents the project objectives. The project itself has almost no weaknesses and project administration, scheduling, budgeting, communications and risk management matters are perfectly addressed.

Objective

The student is able to
- Recognize the potential of the web for company’s sales and marketing operations
- Explain how web traffic interacts with the web pages and how to use it for the company’s benefit
- Name the core terminology and indicators of web marketing
- Plan actions to increase visitor traffic and engagement
- Apply the basics of web analytics

Content

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Materials

Lecture materials, DEMS project materials (www.dems.pro), materials shared on ITSLearning (e.g., podcasts, videos, blogs, etc.) and other web-based material.

Teaching methods

- Face-to-face instruction (lectures, group work, pair work, exam)
- Independent study of theory and information retrieval
- Collaborative learning methods (group work and its presentation)
- Cases and guest lecturer

Exam schedules

The course includes two exams on ITS (first in October and second in November). The exact dates will be announced later.

International connections

Collaborative learning & innovation pedagogy.

Completion alternatives

-

Student workload

The course consists of a pre-assignment (see instructions below), individual exams on ITS (2), and group assignments (3).

Theory will be covered in lecture sessions as well as through independent study.

At the end of the course, students will provide peer feedback on their group's collaboration, which the teacher can use in assessments (the teacher may adjust the student's grade based on systematically identified factors that raise or lower the grade according to the peer feedback).

Course Credits: 5 ECTS = approx. 135 hours of student work

The course cannot be passed if a student attends less than 75% of the face-to-face sessions.

PRE-ASSIGNMENT: Based on internet sources compile a list of 30 digital marketing terms with your own descriptions of them. Submit the list (e.g., docx or pdf) on ITSLearning before the first session of the course (xxxx).

For example, Call to Action (CTA) = a prompt that directs the user to click on an ad or content to proceed (e.g., "Read more" or "Buy now")

Content scheduling

Timing: 12.9.-28.11.2024

The course covers the following topics:

- Introduction to Digital Marketing (including concepts, role in marketing and business)
- The role of a website in marketing & SEO
- Content Marketing and Social Media
- AI tools in marketing
- Digital marketing strategy & Customer Journey
- Digital Advertising (including Search Engine Advertising & Social Media Advertising)
- Analytics in digital platforms

Further information

ITSLearning and email

Evaluation scale

H-5

Assessment methods and criteria

Assignments & assessment criteria:
- Pre-assignment (Pass/Fail)
- Website & SEO group assignment 20 % (0-5)
- Exams 20 % + 20 % (0-5)
- Digital ad campaign group assignment 20 % (0-5)
- Strategic content plan group assignment (report and presentation) 20 % (0-5)
- Participation (attendance percentage and participation in teaching and presentation sessions)
- Self & Peer review (Pass/Not completed)

Assessment criteria, fail (0)

The student attends less than 75% of the face-to-face sessions, does not participate in group assignments or exam, or fails to complete the pre-assignment, the course completion will be marked as "Fail." Freeriding in group work will result in course failure. All forms of plagiarism will result in course failure.

Assessment criteria, satisfactory (1-2)

The student demonstrates a basic understanding of digital marketing concepts and the topics covered in the course. The student follows instructions but lacks independent problem-solving skills. Submitted assignments reflects a level of quality similar to AI-generated content, lacking personal reflection and insights.

The student demonstrates weak participation in group work and lacks a professional work approach. The linguistic quality of the group reports, as well as the student's professional impression, is at a satisfactory level. The assessed assignments are insufficient and have been submitted late.

Assessment criteria, good (3-4)

The student understands the topics of the course and can discuss the things learned. The student can apply their learned knowledge and skills to solve given tasks. The student possesses some ability to analyze the information and to identify cause-and-effect relationships between their conclusions and the theory. The student demonstrates good independent and group work skills and activity in teaching sessions.

Group assignments are goal-oriented. The theoretical foundation is well-justified and applied appropriately to the topic. The conclusions are logically and clearly presented.

Assessment criteria, excellent (5)

The student exhibits an excellent understanding and application of digital marketing principles and the topics covered in the course. Submitted assignments are professionally formulated, goal-oriented and demonstrates an extensive amount of original thought and insights, with sources transparently cited. Conclusions are well-founded in the theoretical foundation, presented logically, and the reflection genuinely encompasses the group's/student's own perspectives.

The student is remarkably active in teaching and presentation sessions, as well as in group work.

Objective

Student is able to
- Understand the nature and social dynamics within B2B environment
- Segment B2B markets and design marketing communication tools
- Understand nature of organization buying behavior
- Evaluate key elements in the sales process.

Content

- Segmentation strategies in B2B
- Organizational buying behavior
- Relationship marketing
- Sales forecasting
- The Personal Selling Process and key competence in sales force

Materials

Business to Business Marketing Management: A global Perspective
Author: By Jim Blythe, Alan Zimmerman. Pages: 528 Size: 4.52 MB Format: PDF Publisher: Routledge Ltd. Published: 2017

Teaching methods

Face to Face, and in groups

Exam schedules

No exam

International connections

• Students study independently and in small teams using:
• Experiential learning, inquiry-based, case studies, collaborative, reflective, constructivism, and integrative

Student workload

133 hrs

Content scheduling

• Introduction to business to businessmarketing
• Organisation buying behaviour
• Ethical consideration
• Segmentation strategies
• Services for business markets
• Key account management and sales
• Sales promotion, exhibitions and trade fairs

Evaluation scale

H-5

Assessment methods and criteria

The assessment is based on a scale of: 1 - 5

Attendance = 1 pts (75 % compulsory attend.)

3 Group Assignments (2 pts/assignment) = 6pts

3 Group presentations (1 pt/presentation) =3pts

1 quiz = 2 pts



Less than 5 pts= Fail

6 pts = 1

7 pts = 2

8 pts= 3

9 –10pts =4

11-12pts = 5

Assessment criteria, fail (0)

The work does not reach the standard level of the course. There is no evidence of further reading or considered thought about the subject matter neither clear demonstration of familiarity with the various B2B marketing concepts.

Assessment criteria, satisfactory (1-2)

There is knowledge of core B2B marketing material and concepts but the knowledge and the processing of knowledge is weak or limited. There is only little evidence of wider reading.

Assessment criteria, good (3-4)

The work is reasonably competent, though there may be some weaknesses. Knowledge of various B2B marketing concepts is adequate and while there is evidence of reading beyond the class, it's patchy or not broad (3).

The work is well developed beyond that given; demonstrates sound conceptual knowledge in B2B marketing and reasoning; depth and breadth of reading (4)

Assessment criteria, excellent (5)

5: The work reflects very high conceptual standard and demonstrate knowledge in B2B concepts and autonomous development of reasoning processing well beyond that given in class. There is clear evidence of depth and breadth in reading.