Opinto-opas

Tavoitteet

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

Sisältö

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

Oppimateriaalit

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

Opetusmenetelmät

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

Pedagogiset toimintatavat ja kestävä kehitys

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

Toteutuksen valinnaiset suoritustavat

None.

Opiskelijan ajankäyttö ja kuormitus

- Contact lessons 8 x 3h
- Group work 50 h
- Individual studying 50 h
- Pre-course assignment 10 h

Sisällön jaksotus

25.9.-27.11.2023
- 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
- website, SEO, SEA
- Google Analytics 4

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

GA4 exam in Itslearning (individual): 10% (0-2)
Display campaign (individual): 30% (0-5)
SEO & SEA assignment (group): 30% (0-5)
Digital strategy (group): 30% (0-5)

Pre-course assignment as a part of course activity.

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.

Google Analytics 4 exam in Itslearning:

0-4 answers correct: 0 points
5-7 answers correct: 5 points
8-10 answers correct: 10 points


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.

Hylätty (0)

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

Arviointikriteerit, tyydyttävä (1-2)

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

Arviointikriteerit, hyvä (3-4)

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

Arviointikriteerit, kiitettävä (5)

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

Tavoitteet

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

Sisältö

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

Oppimateriaalit

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

Opetusmenetelmät

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

Pedagogiset toimintatavat ja kestävä kehitys

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

Toteutuksen valinnaiset suoritustavat

None.

Opiskelijan ajankäyttö ja kuormitus

- Contact lessons 8 x 3h
- Group work 50 h
- Individual studying 50 h
- Pre-course assignment 10 h

Sisällön jaksotus

12.9.-7.11.2023
- 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
- website, SEO, SEA
- Google Analytics 4

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

GA4 exam in Itslearning (individual): 10% (0-2)
Display campaign (individual): 30% (0-5)
SEO & SEA assignment (group): 30% (0-5)
Digital strategy (group): 30% (0-5)

Pre-course assignment as a part of course activity.

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.

Google Analytics 4 exam in Itslearning:

0-4 answers correct: 0 points
5-7 answers correct: 5 points
8-10 answers correct: 10 points


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.

Hylätty (0)

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

Arviointikriteerit, tyydyttävä (1-2)

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

Arviointikriteerit, hyvä (3-4)

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

Arviointikriteerit, kiitettävä (5)

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

Tavoitteet

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

Sisältö

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

Oppimateriaalit

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

Opetusmenetelmät

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

Pedagogiset toimintatavat ja kestävä kehitys

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

Toteutuksen valinnaiset suoritustavat

None.

Opiskelijan ajankäyttö ja kuormitus

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

Sisällön jaksotus

7.9.-2.11.2023
- 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

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

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.


Google Analytics 4 exam in Itslearning:

0-4 answers correct: 0 points
5-7 answers correct: 5 points
8-10 answers correct: 10 points


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.

Hylätty (0)

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

Arviointikriteerit, tyydyttävä (1-2)

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

Arviointikriteerit, hyvä (3-4)

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

Arviointikriteerit, kiitettävä (5)

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

Tavoitteet

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

Sisältö

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

Oppimateriaalit

Luentomateriaali ja muu ITSissä jaettava materiaali (esim. podcastit, videot, blogit jne.)

Opetusmenetelmät

- lähiopetus (luennointi, ryhmätyöskentely, parityöskentely, tentti)
- itsenäinen teorian opiskelu ja tiedonhaku
- yhteistoiminnalliset oppimismenetelmät (ryhmätyö ja sen esittely)

Tenttien ajankohdat ja uusintamahdollisuudet

Kurssilla pidetään ITSissä suoritettava tentti. Ajankohta kerrotaan myöhemmin.

Pedagogiset toimintatavat ja kestävä kehitys

Yhteisöllinen oppiminen & innovaatiopedagogiikka.

Toteutuksen valinnaiset suoritustavat

-

Opiskelijan ajankäyttö ja kuormitus

Kurssi koostuu ennakkotehtävästä (katso ohjeet alla), luennoista, ITS-tentistä ja ryhmätöistä.

Teoriaa opiskellaan luento-osuuksilla sekä itsenäisesti. Kurssilla harjoitellaan myös esiintymistä ja vertaispalautteen antamista.

Kurssin lopuksi opiskelijat täyttävät oman ryhmänsä työskentelyä koskevan vertaispalautteen, jota opettaja voi hyödyntää arvioinneissa (=opettaja voi antaa opiskelijalle matalamman/korkeamman arvosanan, mikäli vertaispalautteesta käy systemaattisesti ilmi opiskelijan arvosanaa nostavia/madaltavia seikkoja).

Opintojakson laajuus: 5 op = n. 135 h opiskelijan työtä

Kurssilla on 50 % läsnäoloedellytys. Kurssia ei voi läpäistä, mikäli opiskelija osallistuu lähiopetukseen vähemmän kuin 50 %.

ENNAKKOTEHTÄVÄ: Koosta 20 digimarkkinointitermin lista, jossa esität termien englanninkieliset nimet ja lyhenteet sekä suomenkieliset kuvaukset. Palauta lista (esim. docx tai pdf) ITSLearningiin ennen kurssin ensimmäistä kertaa (4.9.2023).

Esim. Call to Action (CTA) = toimintakehote, joka ohjaa käyttäjää klikkaamaan mainosta tai sisältöä siirtyäkseen eteenpäin (esim. “Lue lisää” tai “Osta nyt”)

Sisällön jaksotus

The teaching will be provided in either Finnish or English, depending on the study language of participating students.

Ajoitus. 4.9.-6.11.2023

Kurssilla käsitellään seuraavia teemoja:

- Johdatus digitaaliseen markkinointiin (mm. käsitteet, rooli markkinoinnissa ja liiketoiminnassa)
- Sisältömarkkinointi ja asiakaspolku
- Verkkosivuston/verkkokaupan merkitys markkinoinnissa
- Verkkosivuston suunnitteluperiaatteet (mm. SEO, mobile-first, UX/UI, saavutettavuus)
- Sosiaalisen median mahdollisuudet ja vaikuttajamarkkinointi
- Digitaalinen mainonta (mm. SEA & some-mainonta)
- Google Analytics 4 -perusteet

Viestintäkanava ja lisätietoja

ITSLearning ja sähköposti

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

Arvioinnin kohteet:
- Ennakkotehtävä (hyv/hyl)
- Digitaalisen markkinoinnin strategia -ryhmätyö (raportti ja presentaatio) 60 % (0-5)
- SEO-ryhmätyö 30 % (0-5)
- Tentti 10 % (0-5)
- Aktiivisuus (läsnäolo% ja aktiivisuus opetus- ja presentaatiotilanteissa)
- Itse- ja vertaisarviointi (hyväksytty/puuttuu)

Kurssin aikana voi ansaita aktiivisuuspisteitä seuraavilla tavoilla:
- läsnäolo (väh. 50 %)
- yleinen aktiivisuus luennoilla ja presentaatiokerroilla

Kurssilla on 50 % läsnäoloedellytys. Kurssia ei voi läpäistä, mikäli opiskelija osallistuu lähiopetukseen vähemmän kuin 50 %.

Hylätty (0)

Mikäli opiskelija osallistuu lähiopetukseen alle 50 %, eikä osallistu ryhmätyöihin tai tenttiin, palauta vertaisarviointia tai ennakkotehtävää, opintojakson suoritus on hylätty. Vapaamatkustaminen ryhmätöissä johtaa kurssin hylkäämiseen.

Arviointikriteerit, tyydyttävä (1-2)

Opiskelija noudattaa ohjeita, mutta ei tuota itsenäisiä ratkaisuja. Ryhmäraportit vastaavat AI:n tuottamaa tasoa, eikä omaa pohdintaa ja oivalluksia esitetä.

Opiskelija ei osallistu ryhmätöihin tai niiden esittämiseen aktiivisesti, ja hänen ammattimainen työskentelyotteensa on heikko. Ryhmäraporttien kielellinen laatu ja opiskelijan osoittama ammatillinen vaikutelma ovat tyydyttävällä tasolla. Arvioinnin kohteena oleva tehtävä/olevat tehtävät on palautettu myöhässä.

Opiskelija osallistuu lähiopetukseen noin 50-60 %.

Arviointikriteerit, hyvä (3-4)

Opiskelija toimii hyvin itsenäisesti ja ryhmässä ja hän osaa hyödyntää opiskelussa alan tietotaitoa. Ryhmätöissä on huomattavan paljon omaa pohdintaa ja oivalluksia, ja tuotoksissa käytetyt lähteet on osattu tuoda läpinäkyvästi esiin.

Ryhmätyöt ovat selkeästi tavoitteellisia ja innovatiivisia. Tietoperusta on perusteltua ja sitä on osattu soveltaa aiheeseen soveltuvasti. Johtopäätökset on osattu esittää loogisesti ja selkeästi, ja palautettavien tuotosten jälki on viimeisteltyä. Ryhmäraporttien kieli on hyvää. Opiskelijan esiintymistaidot ovat hyvät tai hän osoittaa aitoa kiinnostusta kehittää esiintymistaitojaan.

Opiskelija on aktiivinen opetustilanteissa sekä ryhmätyöskentelyssä ja on läsnä lähiopetuksessa vähintään 75 %.

Arviointikriteerit, kiitettävä (5)

Opiskelija toimii erinomaisesti itsenäisesti ja ryhmässä ja hän osaa hyödyntää ja soveltaa opiskelussa alan tietotaitoa. Ryhmäraporteissa on erittäin paljon omaa pohdintaa ja oivalluksia, ja tuotoksissa käytetyt lähteet on osattu tuoda läpinäkyvästi esiin.

Ryhmätyöt ovat selkeästi tavoitteellisia, innovativisia ja jo sellaisenaan suoraan hyödynnettävissä tosielämän tarpeisiin. Tietoperustaa on osattu käyttää monipuolisesti ja lähteet on valittu kriittisesti. Tuotosten johtopäätökset on osattu pohjata tietoperustaan, asiat on esitetty loogisesti ja pohdinta sisältää aidosti ryhmän/opiskelijan omia näkemyksiä, ja työn jälki on viimeisteltyä. Ryhmätöiden esittäminen on inspiroivaa ja innovatiivista, ja esittämisestä huokuu uskallus heittäytyä. Ryhmätyöskentely on hoidettu ammattimaisella työskentelyotteella ja ryhmän omia pelisääntöjä on noudatettu.

Opiskelija on huomattavan aktiivinen opetus- ja presentaatiotilanteissa sekä ryhmätyöskentelyssä ja on läsnä lähiopetuksessa n. 100 %.

Ryhmäraporttien kielellinen laatu ja opiskelijan osoittama ammatillinen vaikutelma ovat erinomaisella tasolla.

Tavoitteet

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

Sisältö

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

Arviointiasteikko

H-5

Tavoitteet

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

Sisältö

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

Oppimateriaalit

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

Opetusmenetelmät

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

Pedagogiset toimintatavat ja kestävä kehitys

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

Toteutuksen valinnaiset suoritustavat

None.

Opiskelijan ajankäyttö ja kuormitus

- Contact lessons 8 x 3h
- Group work 30 h
- Individual studying, including Google Analytics Certificate 70 h
- Pre-course assignment 10 h

Sisällön jaksotus

20.9.-25.11.2022
- 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, SEM
- Google Analytics for Beginners Certificate

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

Pre-course assignment (individual): 10% (pass/fail)
Display campaign (individual): 30% (0-5)
SEO assignment (group): 30% (0-5)
Digital strategy (group): 30% (0-5)

Compulsory, but no effect on grade: Google Analytics for Beginners Certificate

INDIVIDUAL ASSIGNMENTS:

Pre-course assignment (10%)
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 and/or definitions in Finnish are missing or incorrect.


Plan a display campaign (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.
1-2: The campaign has been built according to instructions, 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 or are difficult to interpret.
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 solutions.
5: The campaign includes two or more media, mathematics are correct and campaign has been built according to instructions. Student provides arguments for his/her solutions, which demonstrate expertise.


GROUP ASSIGNMENTS:

1st Assignment: Website traffic and how to increase it (20%), multiply assignment grade by 4:
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.
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.
5: The evaluation shows that the group has a very good understanding of the topic: evaluation shows in-depth understanding of SEO. Use of references is versatile and correct.

2nd = Final Assignment: Build a digital marketing strategy for a small company (40%), multiply points by 8:
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.
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 final group assignment: when assessing the performance of an individual student, peer evaluation (within a group) is in use. In other words, the student's own grade may differ from the one of the group's, depending on the group members' evaluation.

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 activity in classes can raise or lower the grade.

Hylätty (0)

0-25 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Arviointikriteerit, tyydyttävä (1-2)

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

Arviointikriteerit, hyvä (3-4)

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

Arviointikriteerit, kiitettävä (5)

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

Tavoitteet

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

Sisältö

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

Oppimateriaalit

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

Opetusmenetelmät

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

Pedagogiset toimintatavat ja kestävä kehitys

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

Toteutuksen valinnaiset suoritustavat

None

Opiskelijan ajankäyttö ja kuormitus

- Contact lessons 8 x 3h
- Group work 30 h
- Individual studying, including Google Analytics Certificate 70 h
- pre-course assignment 10 h

Sisällön jaksotus

8.9.-11.11.2022
- 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, SEM
- Google Analytics for Beginners Certificate

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

Pre-course assignment (individual): 10% (pass/fail)
Display campaign (individual): 30% (0-5)
SEO assignment (group): 30% (0-5)
Digital strategy (group): 30% (0-5)

Compulsory, but no effect on grade: Google Analytics for Beginners Certificate

INDIVIDUAL ASSIGNMENTS:


Pre-course assignment (10%)
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 and/or definitions in Finnish are missing or incorrect.


Plan a display campaign (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.
1-2: The campaign has been built according to instructions, 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 or are difficult to interpret.
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 solutions.
5: The campaign includes two or more media, mathematics are correct and campaign has been built according to instructions. Student provides arguments for his/her solutions, which demonstrate expertise.


GROUP ASSIGNMENTS:

1st Assignment: Website traffic and how to increase it (20%), multiply assignment grade by 4:
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.
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.
5: The evaluation shows that the group has a very good understanding of the topic: evaluation shows in-depth understanding of SEO. Use of references is versatile and correct.

2nd = Final Assignment: Build a digital marketing strategy for a small company (40%), multiply points by 8:
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.
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 final group assignment: when assessing the performance of an individual student, peer evaluation (within a group) is in use. In other words, the student's own grade may differ from the one of the group's, depending on the group members' evaluation.

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 activity in classes can raise or lower the grade.

Hylätty (0)

0-25 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Arviointikriteerit, tyydyttävä (1-2)

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

Arviointikriteerit, hyvä (3-4)

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

Arviointikriteerit, kiitettävä (5)

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