JG
P rovide d d u r i n g c o u r s e
Facebook & Instagram Marketing CampusOnline & Metropolia UAS Course
John Greene, Business Lecturer Helsinki Metropolia University of Applied Sciences Leiritie 1, 00160 Vantaa Finland, PO Box 4071, FI-00079 Metropolia, Finland
Email: john.greene@metropolia.fi
Facebook & Instagram Marketing.
Grow & manage an engaged consumer following for a business on Facebook & Instagram.
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Table of Contents 03
Table of C ontents
10 B ooks/ Resources
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A bout the C ourse
12 Learning Environment
0 6 C ourse C ontents 0 8 C ourse Evaluation
14
T he Process
16 Le cturer
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About the Course T
he main aim of the course is to provide students with essential digital/social media marketing theories, knowledge and understanding of Facebook and Instagram, in order to manage a business’s presence in both platforms and acquire and grow an engaged consumer following. By the end of the course, the student will:
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Understand the importance and advantages of marketing a business on Facebook and Instagram.
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Apply marketing theories and techniques that can be developed to gain a following and promote a business on Facebook and Instagram.
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Learn how to create a Facebook business manager account, Facebook business page and Instagram presence as well as gaining an understanding of the benefits of a Facebook business manager account.
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Develop basic design skills to generate branded and visually appealing content.
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Understand the requirements for and be able to create Facebook & Instagram Ads.
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Identify and understand customer targeting & segmentation on Facebook & Instagram advertising.
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Learn how to reach hundreds, thousands or millions of people on Facebook/Instagram.
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Understand Facebook Pixel and Retargeting in Ads. Learn how to add a Facebook pixel to a website and review data and improve overall knowledge of social media marketing.
Scope of the Course (Course Credits) The course is a 5 ECTS credit course which means that students are required to complete 130 -135 hours of work. The course hours are broken down later in this document.
Teaching Methods The teaching style and methodology:
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STUDENT CENTRED
E-LEARNING
VIDEO LECTURES
The teacher’s primary role is to coach and facilitate student learning and overall comprehension of the material.
Learning is carried out via learning material and resources provided online. No class attendance is required.
Pre-recorded video lectures and practical instructions in the form of screen recorded task completion are used to aid learning.
E-MATERIAL/RESOURCES
FACEBOOK CERTIFICATION
E-QUIZZES
Students will be provided with lecture slides, case material and online handouts that are used as resources to complete tasks and aid learning. Students are required to complete several practical tasks as part of the course.
As part of the assessment/learning criteria, students will review Facebook online material and complete Facebook quizzes, uploading the certification of completion to the course learning environment.
As part of the assessment/learning criteria students are required to complete quizzes on each main section of the course.
Currently, there is no plan for online video conferencing lectures but this may change based on student feedback.
STUDENT TESTIMONIALS: DIGITAL MARKETING COURSE Student Testimonials Some of my students’ testimonials from an offline digital marketing course that I teach. Currently, I am adapting my offline material to make it more relevant to this course.
“Overall, a good course. I learned very much about the basics of online/digital marketing. Nice to get practical skills for running a campaign” - Student
“I took this course as an elective, and to be honest I was surprised how relevant this course was.” - Student
“Now I can say I mostly know how Facebook/ Instagram works and also how to utilize google for my website as well..” - Student
“The content was clear. It was difficult at first as I have never done digital marketing before” - Student
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Course Content
Timetable
i: Section: Introduction Introduction to the lecturer & the course Introduction to the contents and tasks Introduction to the basic technical details Our Course - Private Facebook Group
WEEK TBC
Your Knowledge & What would you like to learn? ii: Section: Getting Started: What skills are required in the market place for social media marketing managers Setting up Facebook Business Manager & Facebook Page Linking Your Facebook & Instagram accounts Setting up a basic website in preparation for FB Pixel Extra content
WEEK TBC
Part 1: Facebook & Instagram Marketing Why Facebook & Instagram Marketing? & Introduction to the Marketing Funnel Researching & Understanding Your Target Audience Developing your Facebook & Instagram Marketing Strategy/Plan Extra content
WEEK TBC
Part 2: Engaging with Your Customers Developing your Facebook & Instagram Presence Delivering the digital customer experience Content Marketing Getting Started with Visual Marketing Engaging & Growing your fan base Improving your Facebook & Instagram Marketing with Insights & data
WEEK TBC
Part 3: Facebook Pixel & Advertising Setting up & using Facebook Pixel Understanding & Using Facebook Audience Understanding the basics of Facebook & Instagram Advertising Visual Marketing continued Extra content
WEEK TBC
Part 4: Facebook & Instagram Campaign Running Facebook & Instagram Campaign Planning Identify and understand customer targeting & segmentation in Facebook & Instagram advertising Facebook & Instagram Advertising Visual Marketing - Creating Adverts Facebook & Instagram Ads Retargeting Further Measurement & Data Analysis Visual Marketing continued Part 5 Other Facebook Marketing Extra content
WEEK TBC
WEEK TBC
*Content & timing may change depending on feedback & progress. I will try to avoid too many changes.
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Course Tasks/Assignments Section: Introduction Your Knowledge & What would you like to learn? Fill in the course survey in Moodle Section: Getting Started: Facebook Quizzes 5% Total Task Percentage 5%
Timetable
WEEK TBC WEEK TBC
Part 1: Facebook & Instagram Marketing Moodle Quiz: 10% (Graded) Content Task: Marketing Planning Documents 10% (Graded) Facebook Quizzes 5% Total Task Percentage 25%
WEEK 7 TBC
Part 2: Engaging with Your Customers Moodle Quiz 10% (Graded) Content Task: Submit your branded Facebook page 5% (Graded) Facebook Quizzes 5% Total Task Percentage 20%
WEEK TBC
Part 3: Facebook Pixel & Advertising Moodle Quiz 10% (Graded) Content Task: Facebook Pixel development & creating a Facebook/Instagram advert 5% (Graded) Facebook Quizzes 5% Total Task Percentage 20%
WEEK TBC
Part 4: Facebook & Instagram Campaign Running Content Task: Campaign Plan 10% (Graded) Moodle Quiz 10% (Graded) Facebook Quizzes 5% Total Task Percentage 25% Part 5 Other Facebook Marketing Extra 5% used here or in another section as an extra activity to be completed. Total Task Percentage 5%
WEEK 17 - 19 WEEK TBC
Moodle Quizzes: Each main section of the course will have a moodle quiz available, which checks students knowledge of that section. Quizzes can be multiple choice, short answers, essays and small tasks. About 10 - 25 questions per quiz. Content Tasks: Tasks students are required to complete. More information in Moodle. Facebook quizzes with links will be available in Moodle. Students complete the quizzes on Facebook and upload a word/pdf document to the appropriate section of the course in Moodle. The word/pdf document shows all the certificates for the 3 - 4 completed quizzes. Students can complete the quizzes earlier than the timetable and then upload at the appropriate time to the appropriate section of the course in Moodle. *Grading means you receive a grade for the task e.g. 80%/Facebook Quizzes =100% for completion.
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Course Evaluation Scale
Percentage
Evaluation criteria - satisfactory (1-2)
50 - 60%
Sufficient performance: showing just enough understanding of the subject to merit a passing grade but requiring greater effort to achieve a more satisfactory result Evaluation criteria - good (3-4) Good performance: showing a strong understanding of basic concepts and a good grasp of techniques, but with certain minor problems still requiring further attention.
70 - 80%
Evaluation criteria - excellent (5)
90 - 100%
Excellent performance: not only fulfils all standard requirements but demonstrates originality and imagination
Student Workload ECTS 5
Hours Per Credit
Total Hours
27
135
Guidance by lecturer Lessons in the form of videos/presentations/walkthroughs/extra material etc. (self-directed learning)
5 20
Quizzes & Content Tasks Other Self Directed Learning
45 65
The course workload requires some degree of flexibility as we move through the weeks. Students views of the course and content will impact on the workload. As this course is a fully online course, students are expected to carry out self-directed learning.
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“In its
broadest meaning, self-directed learning describes a process in which individuals take the initiative...
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Self-directed learning In its broadest meaning, self-directed learning describes a process in which individuals take the initiative, with or without the help of others, in diagnosing their learning needs, formulating learning goals, identifying human and material resources for learning, choosing and implementing appropriate learning strategies, and evaluating learning outcomes. (Knowles, 1975, p. 18)
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Books C
ourse books, both offline and online are used to create the learning material. Learning material will also be provided in the form of online handouts and links to online resources. Dave Chaffey and F. Ellis-Chadwick. 2019. Digital Marketing: Strategy, Implementation and Practice 7th Edition, Pearson. Older edition available as an E-book via Metcat https://metropolia. finna.fi/
Jason Miles. 2019. Instagram Power: Build Your Brand and Reach More Customers with Visual Influence, 2nd Edition, McGraw-Hill Education. Available as an E-book via Metcat https:// metropolia.finna.fi/ via O’Reilly Media.
Chaffey, D. 2015. Digital Business and E-commerce Management: Implementation and Practice, Pearson. Available as an E-book via Metcat https:// metropolia.finna.fi/
Jennifer Herman. 2018. Instagram for Business for Dummies. John Wiley & Sons, Inc. Available as an E-book via Metcat https://metropolia.finna.fi/ via O’Reilly Media.
Jon Haydon and Stephanie Diamond. 2018 Facebook Marketing For Dummies, 6th Edition. John Wiley & Sons, Inc.
Jason McDonald. 2019. Social Media Marketing Workbook: How to Use Social Media for Business, CreateSpace Independent Publishing Platform.
Haydon, J. 2014. Facebook Marketing For Dummies, 5th Edition. John Wiley & Sons, Inc.
Books & learning resource links will be updated online via the following link:
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Damian Keyes. 2018. The Rule-Breaker’s Guide to Social Media, DK Publishing.
Provided during course
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Learning Environment
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Moodle L
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SUPPORT
A discussion forum is available in Moodle to ask questions about the course, assignments etc. Alternatively, email john.greene@metropolia.fi
VIDEO LESSONS
Videos lesson are provided in each section of the Moodle course environment.
MOODLE QUIZZES
Section 1- 4 contain Moodle quizzes..
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CONTENT TASKS
These are tasks students are expected to design or develop and can be tasks such as designing a Facebook cover image to completing a report.
FACEBOOK QUIZZES/ CERTIFICATION
All sections contain Facebook Quizzes. Most quizzes provide a certificate which you then combine in a word document and upload to the assignment area.
READING TASK
In some sections of the course, students will be provided with further reading material and in some cases, tasks may be provided.
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The Process
PLANNING
Set out a Facebook & Instagram marketing plan for a business. Review business goals & KPIs.
RESEARCH & LEARN
Research the consumer desires and learn the theory as well as techniques to engage them.
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D E V E LO P
Develop the skills and knowledge to create engaging content.
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587 Followings
235k Followers
Brand Name
Random Design frameworks to provide a robust approaches / to corporate /;strategy foster65546/+%MN Follow
Message
Call
LAUNCH
Put your skills and knowledge into practice by launching a business Facebook & Instagram presence.
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LECTURER
15 Years of Experience Teaching Marketing & Other Subjects Hi, John here, I will be your lecturer for this Facebook & Instagram Marketing Course. I am originally from Dublin in Ireland. I have more than 15 years of experience teaching in Metropolia University of Applied Sciences and teach courses such as Marketing, Digital Marketing, Entrepreneurship and others. Besides lecturing, I also work as a consultant to a number of small businesses in regard to digital marketing. Currently, I am working through my course material adapting them to be more online friendly and easy to use. It is my hope that students will get a lot of knowledge and practical skills from this course. A survey is available in the course learning environment (Moodle), please take the time to fill it in and let me know what topics, practical skills you are most looking for from this course. The challenge is to cater to a wide variety of needs with various practical skill levels. I hope despite the challenges this course will be an inspiring learning experience. Looking forward to working with you and hearing your views about the course.
John 16
FACEBOOK & INSTAGRAM 17
JG
Address
John Greene, Business Lecturer Helsinki Metropolia University of Applied Sciences Leiritie 1, 00160 Vantaa Finland, PO Box 4071, FI-00079 Metropolia, Finland
Contact
Email: john.greene@metropolia.fi Web: www.metropolia.fi
