Marketing Analytics and SEO - Study guide

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

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

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

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 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 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.

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

Learning Objectives

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

Understands the strategic role of analytics in marketing
Analyze digital content and channels
Utilize analytics basic tools
Make development suggestions based on analytics
Understand the practices of search engine optimization, including factors affecting both internal and external website optimization
Plan keywords and create search engine optimized content
Understand the basic concepts of marketing automation

Prerequisites and Linkages to Other Courses
Prerequisites: It is recommended that the student has completed the courses in Customer Insight and Marketing, Customer Experience and Sales, and Data-Driven Marketing, or possesses equivalent knowledge in these areas.

Content

Analytics tools for digital channels
Website search engine optimization
Keyword planning
Search engine optimization areas and theory
Marketing automation and back-end systems
Developing a SEO improvement plan

-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

Working life connection is a part of this course. The students are researching real life business cases and applying theory to practice.

Pasila Campus

The compulsory online quiz will be opened two weeks before the end date. All the instructions will be on Moodle.

English

The course uses current international materials, and explores the field from an international point of view.

18.08.2025 - 10.10.2025

-Three orientation assignments. -Social media analytics tool assignment. -Marketing automation assignment. -SEO plan, including analytical skills use and a keyword strategy (This is a group assignment, for grades 3-5) -Compulsory online quiz. -at least 50% attendance is required to pass the course.

02.06.2025 - 15.08.2025

August 18th 2025 - October 10th 2025

IBE5PAMAR
DBE5PCDBI
IBE4PAMAR
ONLINE
EXCH

Jussi Mertanen

15 - 60

Assessment Criteria

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 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 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.

INTBBA International Business

0.00 cr

5.00 cr

H-5