Web Marketing Tools
| Structure Type: | Course |
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| Code: | KD06BNMA683 |
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| Type: | Elective |
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| Level: | Bachelor |
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| Credits: | 3.0 points |
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| Responsible Teacher: | Mäkiniemi, Osmo |
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| Teacher Team: | Mäkiniemi, Osmo |
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| Language of Instruction: | English |
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Course Implementations, Planned Year of Study and Semester
| Curriculum | Semester | Credits | Start of Semester | End of Semester |
| INBUS2-2015 |
2 autumn |
3.0 |
2016-08-01 |
2016-12-31 |
| INBUS2-2016 |
2 autumn |
3.0 |
2017-08-01 |
2017-12-31 |
Learning Outcomes
Students are able to explain the most important forms of web (online) marketing. They will be able to promote business online using a variety of channels, e.g. search, social, video, e-mail, and display.
Student's Workload
Total work load of the course: 81 h
- of which scheduled studies: 30 h
- of which autonomous studies: 51 h
Prerequisites / Recommended Optional Courses
ICT skills
Contents
- Definitions and terminology
- Web marketing strategy
- Websites
- Foundations of analytics
- Search engine optimization
- Search and display marketing
- Social media marketing
- Video marketing
- Email marketing
- Content marketing
- Mobile marketing
Recommended or Required Reading
- material provided by the teacher
- Internet material
Mode of Delivery / Planned Learning Activities and Teaching Methods
- lectures and guided practice
- independent work
Assessment Criteria
The course is assessed on a scale of 1 to 5.
Excellent (5)
Students are able to define the concepts and tools of web marketing. Students are able to plan and implement web marketing using different tools. Students are able to assess the results of web marketing in business.
Good (3)
Students are able to define the concepts and tools of web marketing. Students are able to implement web marketing using the most common tools. Students are able to pay attention to results of web marketing tools.
Satisfactory (1)
Students are able to define the concepts and tools of web marketing. They need support in using web marketing tools.
Assessment Methods
- exam 70%
- assignments, active participation in teaching and continuous assessment 30%
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