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
- Google Analytics tutorial video

Teaching methods

- contact lessons
- group assignments
- exam on terminology
- final group assignment

International connections

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

Completion alternatives

None.

Student workload

- Contact lessons 8 x 3h
- Group work 45 h
- Individual studying, including Google Analytics Certificate 55 h
- Preparation for exam 11 h

Content scheduling

17.9.- 5.11.2019
- 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
- digital marketing strategy

Evaluation scale

H-5

Assessment methods and criteria

GRADE WEIGHT:
- 2 intermediate group assignments (15% and 15%) 30%
- Exam on terminology 20%
(Exam assessment: pass/fail. To pass s/he needs to score 70%)
- Digital marketing strategy (final group assignment) 50%
(Peer evaluation and teacher’s evaluation.)
If one gets poor marks in peer evaluation, it will lead to one grade lower in final group assignment. Eg. The group gets 4 for the assignment, but a very passive team member gets 3.
COMPULSORY, NO EFFECT ON GRADE:
- Google Analytics for Beginners Certificate
- 2 individual assignments (pass/fail). 1) Attendance and refletion of Digitalk. 2) The benefits of digital marketing. One of them needs to be passed.
GROUP ASSIGNMENT ASSESSMENT:
Two intermediate group assignments:
1. Buy two display campaigns
0: The assignment hasn’t been returned in time. The campaign mathematics (the correct cpm price, the correct cpm x impressions calculation) are wrong. The campaign period per media is missing. (0-7 pts)
1-2: The campaigns have been built according to instructions, and mathematics are correct, but campaigns consist of only one media (per campaign). No argumentation why the media is chosen. (8-10)
3-4: The campaigns include two or more media, mathematics are correct and the campaigns have been built according to instructions. Team provides arguments for their solutions. (11-13)
5: The campaigns include two or more media, mathematics are correct and campaigns have been built according to instructions. Team provides arguments for their solutions, which demonstrate expertise. (14-15 points)
2. Evaluation assignment: website traffic and how to increase it.
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. (0-7 pts)
1-2: The evaluation doesn’t cover all the required aspects. The use of references is insufficient. (8-10 pts)
3-4: All the required aspects are covered and the use of references is sufficient and correct. (11-13 pts)
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. (14-15 pts)
Final group assignment: Build a digital marketing strategy for a small company
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. (0-25 pts)
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. (26-35 pts)
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. (36-44 pts)
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 both verbally and visually. The team has done more than required. (45-50 pts)
FINAL GRADE SCALE
0-50: fail
51-60: 1
61-70: 2
71-80: 3
81-90: 4
91-100: 5

Assessment criteria, fail (0)

0 - 50 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Assessment criteria, satisfactory (1-2)

51-70 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Assessment criteria, good (3-4)

71-90 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Assessment criteria, excellent (5)

91-100 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"