Study Guide

Objective

After completing the course, the student

-understands the principles for a profitable and customer-focused marketing activity within the chosen field of business
-is able to analyse the values and multichannel business
-understands the significance of emotions in social media discussions for business
-is able to use AI in multichannel business metrics

Content

-multichannel business (focus on marketing)
-a company as an object of emotions in social media (incl. brand romance, word of mouth, emotional intelligence, halo effect, groundswell)
-digital value creation
-AI as enabler in multichannel business

Materials

Suggested article list in ITSlearning

Teaching methods

Course is 100% online and instruction language is English, but the final output (= report) can be done in Finnish. If all participants are Finnish-speaking, kick-off and discussions can also be held in Finnish

29.1.2024 at 10-13 Kick-off meeting in Teams
https://teams.microsoft.com/l/meetup-join/19%3ameeting_ZDAwYTdhZDMtZmQ5Yy00YWZlLTk1ZTItYWY5NjMxZjIwOGI0%40thread.v2/0?context=%7b%22Tid%22%3a%22ab32bc86-12f2-4b38-b262-c5775982e241%22%2c%22Oid%22%3a%229e2f6eaa-3ad0-4b39-841a-ca0e1829acd2%22%7d
Pre-assignments will be opened for you min 1 week before the meeting.
Mainly independent & self-directive learning
Collaborative asynchronous discussions with other students on discussion forums

Teacher participates in the discussions and the students can contact her individually to get support for the analysis.
Moreover, voluntary office hours are offered every second week and the timetable and zoom-link is available in Itslearning.

Exam schedules

-

Completion alternatives

Nonstop

Student workload

- Introduction to the theme and sentiment analysis: pre-reading list + multiple choice test
- Designing and implementing sentiment analysis for your own organisation (or other institution, brand etc.)
- Reporting results and suggestions how these results could be used in business.
- self-evaluation of learning

Both activity in discussions and interaction between theories and practise in the final output & visibility of the analysis process will be assessed.

Further information

Itslearning
If you have completed the course Emotions in Business and social media you will no longer be able to participate in this course. It is the same course.

Evaluation scale

H-5

Assessment methods and criteria

Multiple choice test (pre-assignment) 25%
Report 65%
Self-reflection 10%

Both activity in discussions and interaction between theories and practise in the final output & visibility of the analysis process will be assessed.

Assessment criteria, fail (0)

* Quantity: Assignments are not completed to an acceptable level
* Quality: The minimum learning objectives are not met (see course description)

Assessment criteria, satisfactory (1-2)

* Research, thinking, communication and reflection are acceptable
* Appear to grasp theory and have made a start in showing its applicability

Assessment criteria, good (3-4)

* Research, thinking, communication and reflection are good
* General understanding of theory and application in real-life context

Assessment criteria, excellent (5)

* Mastery of theory and penetrating insights in real-life context
* Outstanding research, thinking, communication and reflection

Qualifications

Basic business studies in marketing