Social Media in MarketingLaajuus (5 cr)

Learning objectives

The module advances the following competences: goal orientation, business thinking, understanding of the role of social media in marketing, analysing skills, academic writing and visual presentation skills, critical thinking, self-reflection and savvy use of digital tools.

Contents

Social media trends and tools
Online presence and search marketing
Social media strategies and tactics
Planning social media marketing activities
Monitoring performance

Lähtötaso ja sidonnaisuudet muihin opintojaksoihin

Basic knowledge of marketing.

Implementation methods, demonstration and Work&Study

The course is a virtual course and will be completed online.
Individual/pair assignments
Independent studies
Tutorials
The assessment of one’s own learning

If students have acquired the required competence in previous work tasks, recreational activities or in other studies, they can show the competence with a demonstration and progress faster through their studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet.

Assessment criteria - grade 1

The student can identify some trends in consumer behaviour and social media. S/he knows some of the differences between social media channels and can analyse case company’s social media presence at a basic level. Marketing strategies, tactics and actions are discussed briefly in the the social media marketing plan.

Assessment criteria - grade 3

The student can identify major trends in consumer behaviour and social media. S/he knows the pros and cons of various social media channels and can analyse case company’s social media presence quite well. Marketing strategies, tactics and actions are well discussed in the the social media marketing plan, along with performance measurement and monitoring.

Assessment criteria - grade 5

The student can identify major trends in consumer behaviour and social media. S/he knows the pros and cons of various social media channels and can analyse case company’s social media presence in detail. Marketing strategies, tactics and actions are well discussed in the the social media marketing plan, backed up with a range of concrete examples from business life. The report inludes a detailed description of online performance measurement and monitoring tools.

Learning materials

Books on the content topics
E-books and online articles
Online tutorials
Companies’ web-portals
Industry related reports and statistics
Relevant media, news agencies, quality press, etc.
Social networking tools
Instructors’ own materials, materials produced by students.