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:
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.