Study Guide

Learning outcomes

The student is able to
- design and evaluate successful social media strategy
- develop social media actions in customer aquisition and to reach sales targets
- monitor and analyze customer engagement
- compare and evaluate different digital marketing platforms and tools

Teaching methods

Digital marketing in social media channels is an important part in company's marketing and sales. In this study unit students will learn how social media is used in company's marketing and sales in a real life. Students will study online social media course material online and achieve credits by accomplishing the given course tasks.

We will have company partners in this study unit. Students will create a social media marketing plan and execute some part of it for a partner company. At the end of course there will be a Hackathon where students will compete against each other. Best pitch of the marketing plan will be awarded.

Please note this course will be an ADVANCED marketing course. We expect you have a solid understanding of social media marketing and maybe have some experience in digital marketing in real life context. This is for those who have accomplished their mandatory marketing courses earlier.

Student must complete the pre- assignment on time to ensure his/her place in the course. Deadline for the pre-assignment is given earlier.

Location and time

Please follow Canvas and https://lukkarit.laurea.fi/ for the schedule information. Laurea reserves the right to modify the timetable.

Learning materials and recommended literature

On average it takes several weeks to study the online material. So, please prepare working average 10h/week in order to acccomplish the material, because without finalized study parts in Hubspot (you earn points from them) you cannot join the hackathon.
Start studying course material as soon as you enroll in Hubspot Academy (see modules for more info). Start writing Learning Diary after every studying session. The sooner you start the better you become.
While studying the theory material, keep in your mind that this is the preparation for hackathon. It is the very same material you are asked to use in your hackathon presentation, where you make a marketing plan and proposal for the company.
Online material gives great tools and principals for your hackathon presentation.

It is recommended to check IAB Finland's (in Finnish) website https://www.iab.fi/
which you can use are resource material.
Similar information in English you find on IAB Europe's website https://iabeurope.eu/

Alternative completion methods of implementation

According to the degree regulations “all students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognized and accredited by the teacher responsible for the module or study unit or another person designated by the director of the UAS unit. The assessment is carried out according to the same criteria and grading scale as that adopted for the corresponding study unit.” For further information visit Opiskelijaintra.

Co-operation with working life and/or RDI

There will be cooperation with company/companies for whom students will create an engaging social media concept in different social media channels to serve its best the needs of the target group.

Students will get familiar with Hubspot and its services.

Important dates

Based on the degree regulations (2024), the student accepted for the implementation is required to confirm his/her participation by showing activity at the start of the study in the following way:

In accordance with the degree regulations (2024), those who have been accepted for the study unit must confirm their participation by completing the Hubspot Learning material in given time frame. If the student does not confirm participation by acting in this way, his registration for the implementation will be rejected and another student can be taken in his place.

Forms of internationality

This study unit is suitable for international students.

Students workload

One credit equals approximately 26.7 hours of work performed by the student. 5 ECST is approximately 135 hours.

Content and scheduling

Latest Trends in Social Media and Digital Marketing: Dive into the dynamic world of online marketing! Explore and create a concept of viral content, plan influencer strategies, and explore real-life case studies. You are asked to craft as a group work an own marketing plan for the partner company. Use your imagination and compete in our Social Media Hackathon. Let’s get started!

Further information for students

The study unit corresponds to the requirements of Bachelor's level education.

According to the degree regulations (section 18) “students must be present in the first contact session or notify their teacher in charge if they cannot attend. If they fail to notify the teacher of their absence in the first contact session, their enrolment will be rejected. Another student in the queue may be enrolled in the study unit in the place of the absent student.”

Grading scale

H-5

Evaluation methods and criteria

n this study unit the assessing of the competences will be done by using the criteria set for requirement level II.

Evaluation criteria, fail (0)

The assignments have not been completed with approval or tasks are missing.

Evaluation criteria, satisfactory (1-2)

To achieve satisfactory (or pass) student must be able to
• Apply most important/individual and appropriate professional concepts, and indicate their familiarity with the knowledge base.
• Comply with rules and instructions, and justify their activities using provided instructions.
• Act appropriately under guidance.
• Use acquired techniques and models.
• Take customers into account in their actions.
• Act as group members.
• Act in accordance with ethical principles.
• Act safely, although activities are often schematic/ experimental/ fumbling/ self-involved.

Evaluation criteria, good (3-4)

To achieve satisfactory (or pass) student must be able to
• Apply most important/individual and appropriate professional concepts, and indicate their familiarity with the knowledge base.
• Comply with rules and instructions, and justify their activities using provided instructions.
• Act appropriately under guidance.
• Use acquired techniques and models.
• Take customers into account in their actions.
• Act as group members.
• Act in accordance with ethical principles.
• Act safely, although activities are often schematic/ experimental/ fumbling/ self-involved.

Evaluation criteria, excellent (5)

To achieve excellent student must be able to
• Apply professional concepts expertly.
• Justify activities using research knowledge.
• Work independently and take initiatives in line with objectives. Operations are often flexible, systematic, development-oriented, creative and active.
• Select the appropriate techniques and models for activities, and justify the choices.
• Act in customer-oriented ways and according to the situation.
• Promote group activities.
• Able to critically apply ethical principles in the subject field in one's conduct and tasks.
• Comply with occupational safety instructions responsibly and independently.