Social Media in Marketing - Opinto-opas

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.

Basic knowledge of marketing.

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

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.

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.

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.

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

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.

Case company for the project.

Porvoo Campus

There's no exam on the course.

English

International course material.

16.01.2023 - 19.05.2023

During the course, a social media marketing plan for a small or medium sized company or organization will be created.

02.01.2023 - 13.01.2023

Wk 3 Introduction, assignment guidelines

Wk 4 Situation analysis: description of the case company

Wk 5 Situation analysis: own media

Wk 6 Situation analysis: paid & earned media, search engine presence

Wk 7 Situation analysis: SWOT of online presence & objectives for social media activities.

Wk 8 Winter break

Wk 9 Deadline for part 1.

Wk 10 Strategic desicions

Wk 11 Tactic desicions (AIDA or RACE model)

Wk 12 Intensive week

Wk 13 Deadline for part 2.

Wk 14 Marketing actions: yearly plan.

Wk 15 Social media editorial / campaign calendar: schedule & content types

Wk 16 Social media editorial / campaign calendar: post examples

Wk 17 Social media editorial / campaign calendar: CTAs

Wk 18 Metrics and monitoring tools.

Wk 19 Deadline for part 3.

Wk 20 Feedback

PO8
VIRTUAL
EXCH

If a student has 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 on HH intranet.

Anu Seppänen

15 - 35

Assignment 1: Social media presence and objectives 40%
Assignment 2: Strategic and tactic decisions 20%
Assignment 3: Annual plan, campaign calendar and monitoring 40%

TEMPO Degree Programme in Tourism and Event Management

0.00 cr

5.00 cr

H-5