Study Guide

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

- 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

5.9.-15.11.2024
- 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

- 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 - team work skills

International connections

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

Completion alternatives

None.

Student workload

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

Content scheduling

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

Evaluation scale

H-5

Assessment methods and criteria

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.

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 more than 50% (= 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

- 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 - team work skills

International connections

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

Completion alternatives

None.

Student workload

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

Content scheduling

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

Evaluation scale

H-5

Assessment methods and criteria

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.

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 more than 50%. (= 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

- 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 - team work skills

International connections

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

Completion alternatives

None.

Student workload

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

Content scheduling

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

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.

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.

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 more than 50%. (=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 and other materials shared on ITSLearning (e.g., podcasts, videos, blogs, etc.)

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 an exam to be taken on ITS. The exact date will be announced later.

International connections

Collaborative learning & innovation pedagogy.

Completion alternatives

-

Student workload

The course consists of a pre-assignment (see instructions below), lectures, an exam in ITS and group assignments.

Theory will be covered in lecture sessions as well as through independent study. The course also emphasizes presentation skills, and providing peer feedback.

At the end of the course, students will provide peer feedback on their group's collaboration, which the instructor can use in assessments (the instructor 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 has a 50% attendance requirement. The course cannot be passed if a student attends less than 50% of the face-to-face sessions.

PRE-ASSIGNMENT: Compile a list of 20 digital marketing terms, including their English names and abbreviations, along with descriptions in Finnish. Submit the list (e.g., docx or pdf) on ITSLearning before the first session of the course (September 4th, 2023).

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: September 4th - November 6th, 2023

The course covers the following topics:

- Introduction to Digital Marketing (including concepts, role in marketing and business)
- Content Marketing and Customer Journey
- The importance of a website/e-commerce site in marketing
- Web design principles (including SEO, mobile-first, UX/UI, accessibility)
- Opportunities in Social Media and Influencer Marketing
- Digital Advertising (including Search Engine Advertising & Social Media Advertising)
- Fundamentals of Google Analytics 4

Further information

ITSLearning and email

Evaluation scale

H-5

Assessment methods and criteria

Assignments & assessment criteria:
- Pre-assignment (Pass/Fail)
- Digital marketing strategy group assignment (report and presentation) 60% (0-5)
- SEO group assignment 30%
- Exam 10 % (0-5)
- Participation (attendance percentage and participation in teaching and presentation sessions)
- Self & Peer review (Pass/Not completed)

During the course, you can earn participation points through the following ways:
- Attendance (minimum 50%)
- General engagement during lectures and presentation sessions

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

Assessment criteria, fail (0)

If a student attends less than 50% of the face-to-face sessions, does not participate in group assignments or exam, does not provide peer feedback or fails to complete the pre-assignment, the course completion will be marked as "Fail." Freeriding in group work will result in course failure.

Assessment criteria, satisfactory (1-2)

The student follows instructions but lacks independent problem-solving skills Group reports reflect a level of quality similar to AI-generated content, lacking personal reflection and insights.

The student demonstrates weak participation in group work and its presentation 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 assignment(s) have been submitted late.

The student's attendance in face-to-face sessions is approximately 50-60%.

Assessment criteria, good (3-4)

The student demonstrates excellent independent and group work skills, effectively utilizing their industry knowledge. The group assignments show a significant amount of original thought and insights, and the sources used are transparently cited.

Group assignments are clearly goal-oriented and innovative. The theoretical foundation is well-justified and applied appropriately to the topic. The conclusions are logically and clearly presented, and the submitted work is polished. The language of the group reports is of high quality. The student's presentation skills are good, or they show a genuine interest in improving their presentation skills.

The student actively participates in teaching sessions and group work, and their attendance in face-to-face sessions is at least 75%.

Assessment criteria, excellent (5)

The student excels in both independent and group work, effectively utilizing and applying industry knowledge in their studies. Group reports demonstrate an extensive amount of original thought and insights, with sources transparently cited.

Group assignments are clearly goal-oriented, innovative, and directly applicable to real-world needs. A diverse range of sources has been utilized, demonstrating critical selection. Conclusions are well-founded in the theoretical foundation, presented logically, and the reflection genuinely encompasses the group's/student's own perspectives. The work is highly polished. The presentation of the group assignments is inspiring and innovative, reflecting a willingness to take risks. Group work is carried out with a professional work approach, adhering to the group's own rules.

The student is remarkably active in teaching and presentation sessions, as well as in group work, and maintains an attendance of approximately 100% in face-to-face sessions.

The linguistic quality of the group reports and the professional impression made by the student are of an exceptional level.

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:
Charlesworth, A. 2018. Digital marketing: A practical approach (Third edition.). Routledge / Taylor & Francis Group.

https://turkuamk.finna.fi/Record/turkuamk_electronic.995198667205970

- podcasts and articles
- lessons material and one's own notes

Teaching methods

- online lessons
- group assignment
- The Fundamentals of digital marketing certificate

Exam schedules

Terminology exam in the first AGM 3.11.

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

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 60 h
- The Fundamentals of digital marketing certificate 40 h

Content scheduling

Pre-assignments:
1. Learn digital marketing terms and prepare to take a short exam at 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 // 3.11. at 15-16 (Finnish time)
- AGM #2 // 17.11. at 15-16
- SGM 22.11. or 23.11. at 15-18/19
- AGM #3 // 8.12. 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, e-commerce & SEO – “The basis”
- Digital advertising – “Spending the budget”
- Content marketing – “Earning the attention”
- Marketing automation – “Automate the routine marketing tasks”
- Analyzing digital marketing performance – “Measure and understand”

Possibility to complete The Fundamentals of digital marketing certificate (Google Digital Garage) to earn better grade: https://learndigital.withgoogle.com/digitalgarage/course/digital-marketing

Further information

ITSLearning & email

Evaluation scale

H-5

Assessment methods and criteria

The assessment is based on the completion of the given group work & terminology exam.

If the group report is returned late, the grade will be reduced by 1.

Terminology exam (individual): 20% (0-5)
Digital strategy for e-commerce (group): 80% (0-5)

The Fundamentals of digital marketing certificate: Voluntary, effects on grade max. +1

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. No attendance in terminology exam.

Assessment criteria, satisfactory (1-2)

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

Pre-assignment & terminology exam completed successfully.

Assessment criteria, good (3-4)

Group report include results which are well presented, are based on facts and are well argued for. Report include all the given topics and discussion of the strengths and weaknesses of the work done. Work shows critical thinking and source materials are well used. Good structure, style, and content of returned report.

Pre-assignment & terminology exam completed successfully.

Assessment criteria, excellent (5)

Report is high quality content wise and the product/service idea is innovative. Report contains all the given topics, in-depth analysis, 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. All produced materials are showing excellent quality and conclusions are made. Group work shows critical thinking.

Peer reviews are profound and high-quality. Pre-assignment completed successfully.

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
- Google Analytics tutorial videos

Teaching methods

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

International connections

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

Completion alternatives

None.

Student workload

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

Content scheduling

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

Evaluation scale

H-5

Assessment methods and criteria

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.

Assessment criteria, fail (0)

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

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

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

Teaching methods

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

International connections

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

Completion alternatives

None

Student workload

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

Content scheduling

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

Evaluation scale

H-5

Assessment methods and criteria

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.

Assessment criteria, fail (0)

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

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"