setup:upgrade does not intall extension via composer. For it, you should use standart composer comands like:

composer require : - add new data to composer json

or

composer install or composer update - if you add extension in composer.json with your hands

This is a good turtorial:

http://devdocs.magento.com/guides/v2.2/comp-mgr/install-extensions.html

php bin/magento setup:upgrade does not install extension from composer. For it, you should use standart composer comands like:

composer require : - add new data to composer json

or

composer install or composer update - if you add extension in composer.json with your hands

This is a good turtorial:

http://devdocs.magento.com/guides/v2.2/comp-mgr/install-extensions.html