Marketing Analytics and SEOLaajuus (5 cr)

Learning objectives

Learning Objectives:

After completing the course, the student will be able to:

-analyze digital content and channels
-utilize analytics tools
-make development suggestions based on analytics
-understand search engine optimization practices, including factors affecting internal and external optimization of websites
-plan keywords and produce search engine optimized content
-understand the basic concepts of marketing automation
-knows to to use artificial intelligence in SEO and SEM

Contents

Content

-analytics tools for digital channels
-search engine optimization (SEO) of websites
-keyword planning
-basics of artificial intelligence in SEO and SEM
-production of search engine optimized content
-marketing automation and background systems
-creating an SEO development plan

Starting level and linkage with other courses

It is recommended that student has completed basics of marketing, and has a good command of English language. This course is 100% in English.

Implementation methods, demonstration and Work&Study

Implementation Methods of the Course
Contact, Online, Blended Online, demonstration of competence, and accreditation of prior learning.

If you already possess the learning objectives of this course, you can demonstrate your competence. Accreditation of prior learning is a good option if you are about to gain the required competence in the near future. More information can be found on Moodle under the page Marketing and Communication: Demonstrations and Accreditation of Prior Learning (course key: näyttö):
https://hhmoodle.haaga-helia.fi/course/view.php?id=32573.
You can find the name of the competence-guiding teacher here:
https://www.haaga-helia.fi/fi/ohjaus-ja-hyvinvointi/osaamista-ohjaava-opettaja.

Your demonstration task is to create an SEO development plan for a company or organization of your choice. The report consists of two parts. The first part is the Theoretical Framework, where you present the knowledge base of the topic (e.g., literature, articles related to the subject). The second part is your own development plan. If you have previously created an SEO development plan, you can use that for this demonstration.

More information on recognition of prior learning:
https://www.haaga-helia.fi/fi/osaamisen-tunnistaminen-ja-work-study.

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.


Assessment Criterion – Grade 1

For contact, online, and blended implementations of study modules, attendance is required at the teaching sessions indicated in the schedule. If you are absent from more than 25% of the teaching sessions, your grade will be reduced by one point. If you are absent from more than 50% of the teaching sessions, the study module will be failed.

The student recognizes the basics of digital channel analytics and search engine optimization. They are able to produce limited development suggestions based on analytics and create digital content.

Assessment criteria - grade 3

Assessment Criterion – Grade 3

The student has a basic understanding of digital channel analytics and search engine optimization and has fairly extensive knowledge of their use in businesses. The student creates a usable development plan based on analytics and produces usable, search engine-optimized digital content.

Assessment criteria - grade 5

Assessment Criterion – Grade 5
The student has an in-depth understanding of digital channel analytics and search engine optimization and has extensive knowledge of their application in businesses. The student produces a high-quality development plan based on analytics and creates publish-ready, search engine-optimized content.

Learning materials

-Online materials on Moodle
-Current articles and links
-Book, available as an e-book online, Haaga-Helia´s library:

Enge, Eric, Spencer, Stephan, Stricchiola, Jessie:
The Art of SEO: Mastering Search Engine Optimization.10/2023
ISBN 9781098102616

Further information

Any additional information about the contents: jussi.mertanen@haaga-helia.fi