Social Media Marketing (5 cr)

Evaluation scale

0-5

Content scheduling

The course includes interactive lectures, learning assignments scheduled for the entire course, and workshops related to themes.

Social media definitions, theories and concepts
Social media content strategy and campaign creation
Social media channels
Content creation in social media
Social media analysis and reporting

Objective

The object of the course
The object of the course is to study channels of the social media, their usage in the business life.

Course Competences
Learning to learn
Operating in a workplace

The learning objectives of the course
Upon completion of the course you understand the main definitions, theory and concepts in social media. You are able to create a social media content strategy for a company and utilise the social media channels efficiently according the customers buying process.

Content

Social media definitions, theory and consepts
Social media contents strategy and campaigns
Social media targeting
Social media channels
Social media contents creation
Analyzing and optimizing the social media
Social media reporting to the customer

Materials

Boston, MA: Cengage Learning, Hennessy, B. 2018. Influencer: Building your personal brand in the age of social media. New York, NY: Citadel Press, Kensington Publishing Corporation.
Kortesuo, K. 2019. Kaiken kattava sisällöntuotannon opas yrityksille: Tee teksti, kokoa kuva, puhu podcast. 1. painos. Helsinki: Kauppakamari.
Moriuchi, E. 2019. Social media marketing: Strategies in utilizing consumer-generated content. Second edition. New York, NY: Business Expert Press.
Quesenberry, K. 2020. Social Media Strategy: Marketing, Advertising, and Public Relations in the Consumer Revolution. 3rd Edition. London. Rowman & Littlefield Publishers.
Virtanen, S. 2020. Somemarkkinoinnin työkirja. 1. painos. Helsinki: Kauppakamari.

Teaching methods

The course proceeds according to themes. The themes support the learning process and each theme includes the following steps:
1. Independent study of the subject and the personal learning assignments.
2. Letures related to the theme.
3. Lecture assignments.
4. Workshops as part of group work
5. Using services (social media) as part of learning and lecture assignments.
The materials and forms of learning assignments vary (text, image, video).

Group work contains all the themes of the course.

The grade for the course is based on the learning assignments and group work. The grade may be affected by participation in mandatory lectures.

Employer connections

Visiting lectures and group work

Exam schedules

There is no exam in the course. The grade is based on learning assignments and group work.

Completion alternatives

Accreditation (replacement and inclusion)
Recognition of prior learning and experience acquired in other ways
More detailed instructions can be found from the Degree Regulations and the Study Guide

Student workload

Lectures 12 x 1,5 h
Visiting lectures 2 x 1.5 h
Group work 50
Independent Learning Assignments 60

Assessment criteria, satisfactory (1)

Adequate 1
You understand the main concepts, theories, and methods of social media and you are able to describe the implementation with them. You address the topic from different points of view. You interpret the results and present development suggestions. You work in different problem solving situations independently and according to given instructions. You recognise your interaction skills and you are able work in a goal-oriented way in groups. You disclose and rationalise your perspectives. You take responsibility for your work. You are able to evaluate and recognise the objects of improvement in your own expertise in relation to social media. Your reporting is illustrative but contains some illogicalities and shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying with JAMK reporting instructions.

Satisfactory 2
You understand the main concepts, theories, and methods of social media and you are able to implement these in the rationalisation of your conclusions. You can present applicable solutions based on the results. You have the practical skills to survive known situations. You can co-operate responsibly in problem-solving situations. You can adapt and develop your interaction skills to different situations. You take responsibility for your peers work. You can evaluate and recognise the objects of improvement in your own expertise in relation to social media. Your reporting is logical and illustrative but has some shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying JAMK reporting instructions.

Assessment criteria, good (3)

Good 3
You can analyse and categorise the main concepts and theories of social media in your conclusions. You can combine different knowledge, skills, and methods in problem solving situations. You can analyse and compare results and present an applicable solution based on them. You manage the practical skills you need to work independently. You show skills of solving problems related to this line of business. You can organise and take responsibility for your group’s work. You can argument your points of view in interaction. You can analyse and reason your expertise and improvement points in social media. Your reporting is coherent, justifiable and illustrative. Your text is structured and there occurs occasional language and style errors. You follow JAMK reporting instructions.

Very good 4
You can evaluate, analyse and utilise the main concepts and theories of social media in your conclusions. You can evaluate and explain the results and the process leading to them based on the set objectives. You show the ability to differentiate the relevant aspects and make a justifiable decision in multifunctional problems within this line of business. You can present applicable conclusions and development suggestions. You possess practical skills in which you apply the knowledge. You can organise the work of the community and take responsibility for the group tasks and problem solving. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You take responsibility for the development of the group and the individuals in it. You can analyse your expertise in different sectors reflectively and show your improvement in regards to social media. Your reporting is logical, analytical and professional. Your text is structured, fluent and mainly error-free. You follow JAMK reporting instructions.

Assessment criteria, excellent (5)

Excellent 5
You can critically evaluate and utilise the main theories, concepts, research, methods, and principles of social media in your solutions. You can define and interpret the central concepts and theories in this line of business based on accurate knowledge and research publications. You can produce new points of view and make generalisations. You evaluate, analyse and compare the process, results and recommendations in relation to set objectives and criteria. You possess the practical skills to develop the operations. You lead in a goal-oriented way, by taking responsibility for the projects and tasks in complicated problem solving situations. You work in co-operation and produce new and creative solutions by anticipating changes in the operating environment. You take responsibility for the development of the group and the individuals in it. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You reflect and develop your expertise in social media critically, comprehensively and diversely. Your report cogently, presenting a logical and clear entity. You show critical thinking and your text is argumentative, insightful and almost error-free. You follow JAMK reporting instructions.

Qualifications

Principles of marketing

Further information

Assessment of own competence, peer assesment and teacher feedback on learning assignments.