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.

19.08.2024 - 11.10.2024

-Quick assignments based on the lectures -SEO 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.

03.06.2024 - 16.08.2024

August 19 - October 11, 2024.

• IBE5PAMAR
• DBE5PCDBI
• IBE4PAMAR
• ONLINE
• EXCH

Jussi Mertanen

15 - 60

Evaluation Criteria

Evaluation Criterion - Grade 1:
The student recognizes the basics of digital channel analytics and search engine optimization. They are able to create basic development suggestions based on analytics and produce digital content.
Grades 1-2 requirements:
-attendance over 50%
-individual assignments: social media and marketing automation
-online quiz

Evaluation Criterion - Grade 3:
The student has a foundational understanding of digital channel analytics and search engine optimization and knows fairly well how to utilize them in businesses. The student creates a usable development plan based on analytics and produces usable search engine optimized digital content.
Grades 3-5 requirements:
-attendance over 50%
-individual assignments: social media and marketing automation
-online quiz
-SEO plan and presentation as a group work

Evaluation Criterion - Grade 5:
The student has an in-depth understanding of digital channel analytics and search engine optimization and knows extensively how to utilize them in businesses. The student creates a high-quality development plan based on analytics and produces publication-ready search engine optimized content. The student shows innovative skills in creating search engine optimizations recommendations.

INTBBA International Business

0.00 cr

0.00 cr

H-5