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

Lecture materials and other materials shared on ITSLearning (e.g., podcasts, videos, blogs, etc.)

Teaching methods

- Face-to-face instruction (lectures, group work, pair work, exam)
- Independent study of theory and information retrieval
- Collaborative learning methods (group work and its presentation)

Exam schedules

The course includes an exam to be taken on ITS. The exact date will be announced later.

International connections

Collaborative learning & innovation pedagogy.

Completion alternatives

-

Student workload

The course consists of a pre-assignment (see instructions below), lectures, an exam in ITS and group assignments.

Theory will be covered in lecture sessions as well as through independent study. The course also emphasizes presentation skills, and providing peer feedback.

At the end of the course, students will provide peer feedback on their group's collaboration, which the instructor can use in assessments (the instructor may adjust the student's grade based on systematically identified factors that raise or lower the grade according to the peer feedback).

Course Credits: 5 ECTS = approx. 135 hours of student work

The course has a 50% attendance requirement. The course cannot be passed if a student attends less than 50% of the face-to-face sessions.

PRE-ASSIGNMENT: Compile a list of 20 digital marketing terms, including their English names and abbreviations, along with descriptions in Finnish. Submit the list (e.g., docx or pdf) on ITSLearning before the first session of the course (September 4th, 2023).

For example, Call to Action (CTA) = a prompt that directs the user to click on an ad or content to proceed (e.g., "Read more" or "Buy now")

Content scheduling

Timing: September 4th - November 6th, 2023

The course covers the following topics:

- Introduction to Digital Marketing (including concepts, role in marketing and business)
- Content Marketing and Customer Journey
- The importance of a website/e-commerce site in marketing
- Web design principles (including SEO, mobile-first, UX/UI, accessibility)
- Opportunities in Social Media and Influencer Marketing
- Digital Advertising (including Search Engine Advertising & Social Media Advertising)
- Fundamentals of Google Analytics 4

Further information

ITSLearning and email

Evaluation scale

H-5

Assessment methods and criteria

Assignments & assessment criteria:
- Pre-assignment (Pass/Fail)
- Digital marketing strategy group assignment (report and presentation) 60% (0-5)
- SEO group assignment 30%
- Exam 10 % (0-5)
- Participation (attendance percentage and participation in teaching and presentation sessions)
- Self & Peer review (Pass/Not completed)

During the course, you can earn participation points through the following ways:
- Attendance (minimum 50%)
- General engagement during lectures and presentation sessions

The course has a 50% attendance requirement. The course cannot be passed if a student attends less than 50% of the face-to-face sessions.

Assessment criteria, fail (0)

If a student attends less than 50% of the face-to-face sessions, does not participate in group assignments or exam, does not provide peer feedback or fails to complete the pre-assignment, the course completion will be marked as "Fail." Freeriding in group work will result in course failure.

Assessment criteria, satisfactory (1-2)

The student follows instructions but lacks independent problem-solving skills Group reports reflect a level of quality similar to AI-generated content, lacking personal reflection and insights.

The student demonstrates weak participation in group work and its presentation and lacks a professional work approach. The linguistic quality of the group reports, as well as the student's professional impression, is at a satisfactory level. The assessed assignment(s) have been submitted late.

The student's attendance in face-to-face sessions is approximately 50-60%.

Assessment criteria, good (3-4)

The student demonstrates excellent independent and group work skills, effectively utilizing their industry knowledge. The group assignments show a significant amount of original thought and insights, and the sources used are transparently cited.

Group assignments are clearly goal-oriented and innovative. The theoretical foundation is well-justified and applied appropriately to the topic. The conclusions are logically and clearly presented, and the submitted work is polished. The language of the group reports is of high quality. The student's presentation skills are good, or they show a genuine interest in improving their presentation skills.

The student actively participates in teaching sessions and group work, and their attendance in face-to-face sessions is at least 75%.

Assessment criteria, excellent (5)

The student excels in both independent and group work, effectively utilizing and applying industry knowledge in their studies. Group reports demonstrate an extensive amount of original thought and insights, with sources transparently cited.

Group assignments are clearly goal-oriented, innovative, and directly applicable to real-world needs. A diverse range of sources has been utilized, demonstrating critical selection. Conclusions are well-founded in the theoretical foundation, presented logically, and the reflection genuinely encompasses the group's/student's own perspectives. The work is highly polished. The presentation of the group assignments is inspiring and innovative, reflecting a willingness to take risks. Group work is carried out with a professional work approach, adhering to the group's own rules.

The student is remarkably active in teaching and presentation sessions, as well as in group work, and maintains an attendance of approximately 100% in face-to-face sessions.

The linguistic quality of the group reports and the professional impression made by the student are of an exceptional level.