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 Itslearning.

Teaching methods

Live online sessions
Online all group meetings via Zoom
Small team meeting via Teams or Zoom

Exam schedules

No exam.

International connections

Flipped, student-centric approach, learning by doing

Completion alternatives

None

Student workload

133 hrs

Content scheduling

The aim of this course is to provide students with holistic knowledge and key principles of content creation as well as content sharing in social media. After course completion students:
- know the essentials of content marketing
- know how to build a buyer persona and buyer’s journey
- know the elements of a good blog post and write one
- learn how to utilize social media in content sharing and promotion
- plan social media campaigns
- know how to evaluate the effectiveness of the campaign


The course environment opens week 7, and the kick-off session will be on Thu 17.02.2022 at 16-17:00. Please familiarize yourself with the course environment before the meeting so that you can present questions and get tips from the teachers of the course.

Evaluation scale

H-5

Assessment methods and criteria

The ultimate goal is to create and share content to effectively reach your buyer persona(s).



Course participation 10 %
Pair Assignment 1: create buyer personas and buyer journeys, 30 %
Pair Assignment 2: write blogposts, 30 %
Pair Assignment 3: share your content in social media, 30 %


49 – 54 % = 1
55 – 64 % = 2
65 – 74 % = 3
75 – 84 % = 4
85 – 100 % = 5

Assessment criteria, fail (0)

The student has demonstrated limited knowledge and understanding of principles of content marketing, and application of key principles in creating and sharing content.
For the attendance the student is passive and does not fulfill minimum requirement of 75% attendance. The majority of the course work lacks reasonality and is copied from other sources.

Assessment criteria, satisfactory (1-2)

The student has demonstrated some knowledge and understanding of principles of content marketing, and application of key principles in creating and sharing content.

Assessment criteria, good (3-4)

The student has demonstrated good knowledge and understanding of principles of content marketing, and application of key principles in creating and sharing content. All the course delivarables fulfill the majority of course learning objectives and goals. The participation is quite active.

Assessment criteria, excellent (5)

The student has demonstrated excellent knowledge and understanding of principles of content marketing, and application of key principles in creating and sharing content. All the course delivarables fulfill course learning objectives and goals. The participation is very active and sets a positive example to other students.