Study Guide

Objective

The student is able to
- Construct a content marketing strategy which connects organization with potential target segment
- Prepare a content strategy plan
- Use various social media channels in creating an authentic brand story
- Produce marketing campaign for social media
- Track and analyze the content

Content

- Introduction to social media
- Unique selling point of major social medias
- Developing persona potential target audience via inductive and shadow approach
- Effective use of social media in marketing communication
- Tools and metrics for website optimization

Materials

All materials will be available in Optima.

Teaching methods

Prerecorded video lectures
Online all group meetings via Adobe connect pro
Small team meeting via Skype for business

International connections

Flipped, student-centric approach, learning by doing

Content scheduling

The aim of this course is to provide students with holistic knowledge about content marketing strategies in social media, and key principles of content creation. After course completion students will be able to:
Formulate and implement a marketing strategy
Create audience personas
Learn fundamental behind creating a brand story
Create marketing content for social media
Maintain content effectively
Become aware of tools to analyze and track content
The course kick-off session will be on Thu 12.03 2020 at 15-16:00. Please familiarize yourself with the course workspace before the meeting so that you can present questions and get tips from the teacher of the course.

Further information

The study environment will open two weeks before the course kick-off. Please watch the intro video and form a study pair.

Evaluation scale

H-5

Assessment methods and criteria

Objective: learn about how to use tools and frameworks to create a profile of your ideal customer who could become core target, customer group.
The ultimate goal would be to craft targeted marketing messages to them.
Secondly, assess how effectively the pair used tools and frameworks from assigned reading materials to create a profile/persona of their ideal customer target group. Identify possible discrepancy between your pair work from the one you will provide feedback to. Make suggestions on the possible key characteristic that was ignored.
Course participation 10 %
Pair Assignment 1 30 %
Pair Assignment 2 30 %
Two Pair reviews
Pair Peer review 1 15 %
Pair Peer review 2 15 %
49 – 54 % = 1
55 – 64 % = 2
65 – 74 % = 3
75 – 84 % = 4
85 – 100 % = 5

Assessment criteria, fail (0)

0= Fail: the student pair has demonstrated limited knowledge and understanding of the from assigned articles and preassigned reading. The student pair shows some difficulties in applying their knowledge and understanding of the content to create an ideal profile. The student pair demonstrates little ability to gather and interpret relevant data to inform judgments that include reflection about what is asked. The student pair has difficulties in communicating their ideas in writing to the reader. Some parts of the text are unclear.

Assessment criteria, satisfactory (1-2)

1-2= Fair: the student pair demonstrate a basic understanding of the key areas of the reading materials to regenerate the ideal profile. The student pair display some ability to use the information from course materials to gather and interpret relevant and apply data. The student communicates their ideas in writing with a certain degree of precision and clarity. Important parts of the text are written clearly.

Assessment criteria, good (3-4)

3-4= Good: the student pair demonstrate a good knowledge and understanding of the main topic by creating useful results by applying knowledge from reading materials. The student pair apply their knowledge and understanding of the course content to create a good persona based on the application of knowledge-based on the provided content. The student pair demonstrates a very good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked. The student pair is able to communicate clearly their ideas in writing to the reader in a professional way. Most of the text is clear and well written.

Assessment criteria, excellent (5)

5= Excellent: the student pair demonstrate extensive knowledge and understanding of the main topic areas by producing outstanding results. The pair go beyond recommended reading to gather information, apply knowledge to complete very useful persona. The student pair demonstrates a very good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked. The student pair is able to communicate clearly their ideas in writing to the reader in a professional way. Most of the text is clear and well written.