Study Guide

Learning outcomes

The student is able to
- explain the consumer trends and their impact on the digital marketing today
- describe the elements of digital customer experience
- prepare a content strategy plan based on target group needs and interest analysis
- create attractive content and engage with customers
- apply the best practices in building organizational webpages

Grading scale

H-5

Learning outcomes

The student is able to
- explain the consumer trends and their impact on the digital marketing today
- describe the elements of digital customer experience
- prepare a content strategy plan based on target group needs and interest analysis
- create attractive content and engage with customers
- apply the best practices in building organizational webpages

Teaching methods

This is an online course during Spring 2025.
The language used in the course is English.
The main themes of the course are:
- Content marketing strategy and process
- Creating content for your target organization

More details about this insight will be announced later / changes possible.
In principle: In this course there are either partner companies already signed up for this course, or /and you can choose a company from your own network. You may also consider your own employer to be your target company if it is the case.

The coursework will include creating content marketing strategy and content for the chosen organization.

This course requires regular study work from the end of March to the end of May. Students are required to return assignments according to given schedule. Tasks will be assigned and done in student-teams (group work). Students will formulate the teams themselves via Canvas discussion forum.

During the course there will be few online sessions which are recorded and for interactive instruction there will be online coaching sessions which are not recorded. The schedule for the sessions will be announced on the learning platform.

Location and time

The course is offered completely online in Zoom and Canvas learning platform.

Learning materials and recommended literature

The learning material will be provided in the learning environment Canvas.

Alternative completion methods of implementation

The normal AHOT/Competence Demonstration as instructed in https://laureauas.sharepoint.com/sites/studentEn_planningstudies/SitePages/Recognition-of-Prior-Learning.aspx

Co-operation with working life and/or RDI

You will do the course assignments for an organization. More information in Canvas by the start of the course.

Important dates

The course learning platform will open on the 16th of March at the latest.

Please, see Lukkarikone for exact times for events in the course.

There are four (4) mandatory online meetings for everyone (=Mandatory event).
-Orientation to study unit and Project part 1 on the 24th of March at 16-18.
-Orientation Project part 2 on the 21st of April.
-Students presentations on the 27th and 28th of May at 15-17 at Zoom.

You are strongly recommended to participate in others too in order to get a successful study and learning results.

Students workload

This elective course is estimated to require in average 135 hours of work.

Content and scheduling

In this course there are three themes which you will study:
Theme 1: Why content marketing?
Theme 2: Content marketing strategy
Theme 3: Creating and promoting content

Further information for students

The level 2 evaluation criteria are used in this course.

Grading scale

H-5

Evaluation methods and criteria

Each assignment will be graded separately. There are pass/fail assignements and assignments that are graded. Detailed information on evaluation will be provided in the learning platform.

Evaluation criteria, approved/failed

Detailed information on evaluation will be provided in the learning platform.