Opinto-opas

Tavoitteet

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

Sisältö

- Features and capabilities of a well-working website
- Visibility of a webpage, SEO (search engine optimization)
- Tools and metrics for website optimization

Oppimateriaalit

- e-book(s) and articles
- lessons material and one's own notes
- tutorial videos

Opetusmenetelmät

- contact lessons: active participation, presentations
- individual studying
- learning and sharing ideas in a group - teamwork skills

Pedagogiset toimintatavat ja kestävä kehitys

Learning in teams, in interaction with others, self and peer evaluation, digital learning.

Toteutuksen valinnaiset suoritustavat

None, no replacing assignments either.

Opiskelijan ajankäyttö ja kuormitus

- Contact lessons 8 x 3h
- Group work 30 h
- Individual studying 70 h
- Pre-course assignment 10 h

Sisällön jaksotus

10.9.-19.11.2024
- Intro, recap marketing fundamentals
- The benefits of digital marketing
- Traditional vs. digital marketing
- Inbound vs. outbound:
o different channels
o key elements of inbound marketing
o traffic sources, how to increase traffic
- targeting, buyer personas
- buyer´s journey
- SEO, SEA
- Google Analytics

Viestintäkanava ja lisätietoja

Itslearning

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

Pre-course assignment (individual): as a part of course activity
Google Analytics 4 exam (individual) 10%
Display campaign (individual): 30% (0-5)
SEO & SEA assignment (group): 30% (0-5)
Digital strategy (group): 30% (0-5)


INDIVIDUAL ASSIGNMENTS:

Pre-course assignment:

Pass: the assignment has been accomplished according to instructions.
Fail: The assignment hasn’t been returned in time, and/or the list doesn’t include 10 terms and/or the number of sources is less than three. Plagiarism more than 30%.


Google Analytics 4 exam in Itslearning:

Each correct answer equals to one point. Points 0-10.


PAIR OR INDIVIDUAL ASSIGNMENT

Plan a display campaign and banner (30%). If carried out in a pair, pair plans two campaigns and banners. Multiply assignment grade by 6:

0: The assignment hasn’t been returned in time. The campaign mathematics (the correct cpm price, the correct cpm x impressions calculation, nr of visitors) are wrong or inadequate. The campaign period per media is missing. Pricing method is not CPM. Banner(s) has not been designed.
1-2: Pricing method is CPM, and mathematics are correct, but campaign(s) consist/s of only one media. No argumentation why the media is chosen. Screen captures of media cards / rates are missing. Banner(s) has/have been designed, but alignment with campaign planning is poor.
3-4: The campaign(s) include/s two or more media, mathematics are correct and the campaign(s) has/have been built according to instructions. Student(s) provide/s arguments for their campaign and ad format solutions. Banner design(s) is/are quite good, CTA taken into account.
5: The campaigns include(s) two or more media, mathematics are correct and campaign(s) has/have been built according to instructions. Targeting pricing (if applicable) has been taken into account. Banner(s) stand/s out. Student(s) provide/s arguments for their solutions, which demonstrate expertise.


GROUP ASSIGNMENTS:

1st Assignment: Website traffic and how to increase it organically (SEO) and by paying (SEA) (30%), multiply assignment grade by 6

0: The assignment hasn’t been returned in time. The references and tools haven’t been used, or the evaluation and suggestions are incorrect. The work shows that the group has not understood the meaning of search engine optimization. Plagiarism more than 25%.
1-2: The evaluation doesn’t cover all the required aspects. The use of references is insufficient.
3-4: All the required aspects are covered and the use of references is sufficient and correct. Group has made searches using keywords. A grade of 4 requires, among other things, that the team's development proposals are clearly based on the results provided by the tools and that the advertising campaign is meaningful and logical.
5: The evaluation shows that the group has a very good understanding of the topic: evaluation shows in-depth understanding of SEO and SEA. Use of references is versatile and correct.

2nd = Final Assignment: Build a digital marketing strategy for a small company (30%), multiply points by 6:

0: The assignment hasn’t been returned in time. The elements of the strategy are irrelevant, ie. don’t belong to a strategy. It doesn’t include the elements discussed in the course. References aren’t used. Plagiarism more than 25%.
1-2: The strategy is very limited, and the instructions are followed only partially. The elements are few and loose and don’t build up to a logical entity. The use of references is limited and only partly correct. The work does not demonstrate research and commitment to the work. The presentation is below average verbally and visually.
3-4: The strategy contains all the elements needed. The work shows that students understand the essentials of the digital marketing strategy. The elements form a logical entity without any gaps, and references are used correctly and sufficiently. The chosen actions support the objectives, and several, high quality references are used. The presentation is on satisfactory level.
5: The work demonstrates an in-depth understanding of digital marketing strategy work. All the aspects are covered in a professional way, the strategy is diverse. The references are versatile, and the presentation is of high quality.

In group assignments: when assessing the performance of an individual student, peer evaluation (within a group) is in use. In other words, the student's group work activity effects on the course grade.

FINAL COURSE GRADE SCALE:

0-25: fail
26-49: 1
50-64: 2
65-79: 3
80-89: 4
90-100: 5

Degree of student's participation and in-class activity level can raise or lower the grade. Note: minimum 55% attendance is required for passing the course.

Hylätty (0)

0-25 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment". Student is absent from classes 50% or more (=4 classes or more).

Arviointikriteerit, tyydyttävä (1-2)

26-64 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Arviointikriteerit, hyvä (3-4)

65-89 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"

Arviointikriteerit, kiitettävä (5)

90-100 points. See the criteria above "Arvioinnin kohteet, ajoitus ja menetelmät" / "Objects, timing and methods of assessment"