Topic outline

  • General

    Online Visibility

    Welcome to the course in Business Online Visibility!

    This online course is a 5 credit part of eTourism Curriculum which covers in total 30 credits of courses provided by different universities of applied sciences in Finland. The main focus in this curriculum is on tourism, but many of the courses can be applied to any business.

    This course was orginally designed by my colleague Johanna Heinonen. Course is now organised by Laurea University of Applied Sciences and I, Senior Lecturer Marjaana Salomaa, work as your tutor and teacher. The best way to reach me is by email 

    As you can see in calendar this course is divided into 8 lessons, most of which need some sort of action from you (usually this means submitting something). The course contents and flow are explained here and the lesson specific tasks are explained more thoroughly in different lessons.

    This is a 100 % virtual course, so no contact hours are provided. This also means that in order to pass the course, you must be active online - even in discussions. If you have questions - any questions - do not hesitate to ask. 

    And please notice! 

    You do need to contact a real company in person in order to pass this course.


    The first part of the course is called Introduce the company.

    You must contact a real tourism company in order to find out what they are thinking of online visibility, how they are planning it and why they are doing that.

    This part consists of a lesson giving you some background information of the topic and parts that should be included to your plan and then there is the assignment itself.

    You are supposed to use the information you gather here in the following assignments.


    It is always essential to have plenty of information before you make decisions. That is one of the basic rules in marketing and in business.

    Now you have already in assignment 1 gathered information of your company. In the following, you will first get some insights about the analyses needed when making decisions about the online visibility. After that some sources are presented and in the end you will receive your assignment 2


    In this part you should get a general view over the concept of content marketing and its meaning to online marketing today. Also the relationship between content marketing and search engine optimization (SEO) will be clarified.

    Based on the information you've gathered in the two earlier assignments and the knowledge you gain here you should analyze the contents your case company provide online, how good these contents are and how it could be improved. 


    You have already learnt that one part of the online visibility is findability: you and your online sites must be easy to find online.

    One of the central concepts in order to be found is SEO. SEO stands for “search engine optimization”. It is the process where you try to get traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

    This is the topic for this part.


    In order to know how successful a company has been in its online actions, it is really important to set THE GOALS for them in the first place!

    Once goals are clear it is easy to see if the company has reached them. It is not only question about numeric values, but also qualitative values (one of the reasons why thinking of contents and engagement is so important).  It is also important to understand that because of the nature of social media, not all results can be controlled by the company - you must really work for to f

    ind them out. There are several ways for measuring online success depending on the nature of the goals.

    There are

    • internal measurements and tools
    • online measurement and tools
    • specific researches


    Now you should have a clear view of your case company and its online efforts as well as its customers and competitors and their online behavior. You also know what channels are the ones the target group follows and what kind of content it wants to here. Finally, you should have a view how to follow up the online activities.

    This means, that you have enough information for your own plan and that is the task for this part.


    Once you have reached this point it is time to check what you have learnt and what you remember of it. Here are 13 questions  - you have 3 chances for the test and the best one counts.


    Good luck!