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 videos

Teaching methods

- contact lessons: active participation, presentations
- individual assignment
- group assignments
- exam on terminology
- final group assignment

International connections

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

Student workload

- Contact lessons 8 x 3h
- Group work 30 h
- Individual studying, including Google Analytics Certificate 70 h
- Preparation for exam 11 h

Content scheduling

28.9.-30.11.2021
- 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

Exam (individual): 10% (0-5)
Display campaign (individual): 30% (0-5)
SEO assignment (group): 20% (0-5)
Digital strategy (group): 40% (0-5)

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

INDIVIDUAL ASSIGNMENTS:


Exam 10%, multiply exam grade by 2:
0: (0 pt)
0,5: 1/10 answers correct (1 points)
1: 2/10 answers correct (2pts)
1,5: 3/10 correct answers (3 points)
2: 4/10 answers correct (4 pts)
2,5: 5/10 answers correct (5 points)
3: 6/10 answers correct (6 pts)
3,5: 7/10 answers correct (7 points)
4: 8/10 answers correct (8 pts)
4,5: 9/10 answers correct (9 points)
5: 10/10 answers correct (10 pts)

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
80-90: 4
91-100: 5)

Updated scale:
0-20: fail
21-40: 1
41-60: 2
61-75: 3
76-89: 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)

65-90 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"