Social Media in Marketing (5 cr)

Evaluation scale

H-5

Schedule

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

Implementation methods, demonstration and Work&Study

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

If students have 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 at MyNet.

Materials

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.

Teaching methods and instruction

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

Working life connections

Case company for the project.

Exam dates and re-exam possibilities

There's no exam on the course.

Internationality

International course material.

Completion alternatives

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.

Learning assignments

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

Assessment methods

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