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, DEMS project materials (www.dems.pro), materials shared on ITSLearning (e.g., podcasts, videos, blogs, etc.) and other web-based material.

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)
- Cases and guest lecturer

Exam schedules

The course includes two exams on ITS (first in October and second in November). The exact dates will be announced later.

International connections

Collaborative learning & innovation pedagogy.

Completion alternatives

-

Student workload

The course consists of a pre-assignment (see instructions below), individual exams on ITS (2), and group assignments (3).

Theory will be covered in lecture sessions as well as through independent study.

At the end of the course, students will provide peer feedback on their group's collaboration, which the teacher can use in assessments (the teacher 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 cannot be passed if a student attends less than 75% of the face-to-face sessions.

PRE-ASSIGNMENT: Based on internet sources compile a list of 30 digital marketing terms with your own descriptions of them. Submit the list (e.g., docx or pdf) on ITSLearning before the first session of the course (xxxx).

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: 12.9.-28.11.2024

The course covers the following topics:

- Introduction to Digital Marketing (including concepts, role in marketing and business)
- The role of a website in marketing & SEO
- Content Marketing and Social Media
- AI tools in marketing
- Digital marketing strategy & Customer Journey
- Digital Advertising (including Search Engine Advertising & Social Media Advertising)
- Analytics in digital platforms

Further information

ITSLearning and email

Evaluation scale

H-5

Assessment methods and criteria

Assignments & assessment criteria:
- Pre-assignment (Pass/Fail)
- Website & SEO group assignment 20 % (0-5)
- Exams 20 % + 20 % (0-5)
- Digital ad campaign group assignment 20 % (0-5)
- Strategic content plan group assignment (report and presentation) 20 % (0-5)
- Participation (attendance percentage and participation in teaching and presentation sessions)
- Self & Peer review (Pass/Not completed)

Assessment criteria, fail (0)

The student attends less than 75% of the face-to-face sessions, does not participate in group assignments or exam, or fails to complete the pre-assignment, the course completion will be marked as "Fail." Freeriding in group work will result in course failure. All forms of plagiarism will result in course failure.

Assessment criteria, satisfactory (1-2)

The student demonstrates a basic understanding of digital marketing concepts and the topics covered in the course. The student follows instructions but lacks independent problem-solving skills. Submitted assignments reflects a level of quality similar to AI-generated content, lacking personal reflection and insights.

The student demonstrates weak participation in group work 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 assignments are insufficient and have been submitted late.

Assessment criteria, good (3-4)

The student understands the topics of the course and can discuss the things learned. The student can apply their learned knowledge and skills to solve given tasks. The student possesses some ability to analyze the information and to identify cause-and-effect relationships between their conclusions and the theory. The student demonstrates good independent and group work skills and activity in teaching sessions.

Group assignments are goal-oriented. The theoretical foundation is well-justified and applied appropriately to the topic. The conclusions are logically and clearly presented.

Assessment criteria, excellent (5)

The student exhibits an excellent understanding and application of digital marketing principles and the topics covered in the course. Submitted assignments are professionally formulated, goal-oriented and demonstrates an extensive amount of original thought and insights, with sources transparently cited. Conclusions are well-founded in the theoretical foundation, presented logically, and the reflection genuinely encompasses the group's/student's own perspectives.

The student is remarkably active in teaching and presentation sessions, as well as in group work.