Marketing Analytics and SEO (5 cr)

Evaluation scale

H-5

Schedule

August 18th 2025 - October 10th 2025

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.

Intro

Come and immerse yourself in the very latest digital channel analytics and website search engine optimization. You will learn how to plan keywords, create search engine optimized content, and utilize marketing automation and back-end systems. In this implementation, we will explore the latest developments in search engine marketing and optimization. You will learn to understand the opportunities and changes brought by artificial intelligence and how to use AI in planning search engine optimization. During the course, you will create an SEO development plan based on analytics.

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

Teaching methods and instruction

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

Working life connections

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

Exam dates and re-exam possibilities

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

Internationality

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

Completion alternatives

The course is in English, so all the information is in English.

Learning assignments

-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.

Assessment methods

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.