Study Guide

Objectives

The student is able to
- analyze traffic in digital channels
- plan digital customer experience
- plan marketing and sales for digital channels
- use digital tools in marketing and sales
- apply regulations for digital business

Teaching methods

There are two parts in this course.
A) common, individual self-paced ONLINE studies related to digital sales & marketing on Laurea's Canvas-learning management system. You will familiarize yourself with Google and Hubspot certificates. Lecturers will guide you in discussion forum if any help needed.
B) customer development PROJECT done in teams, preferably in Laurea Leppävaara Digital Living Lab. Students will be teamed up and they can select customer or R&D project from the list or suggest their own one (e.g. related to entrepreneurship).

Study unit will be kicked off in Leppävaara campus on August 29, 2022, between 15.15 -17.15.

Learning materials and recommended literature

Information about the material is announced on the learning platform (Canvas) and Trello-platforms. In addition this book is needed:

Kotler P. , Kartajaya H., Setiawan I., Marketing 4.0 – Moving from Traditional to Digital, parts 4-7 (https://laurea.finna.fi/Record/nelli01.3710000000952392)

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 Student intranet/Opiskelijaintra.

Co-operation with working life and/or RDI

Worklife skills and competences are built through achieving industry certifications during the course. There are also customer development project in this course.

Important dates

There will be weekly coaching sessions physically in Leppävaara campus (Digital Living Lab/009) on Mondays between August 29 and October 31, 2022.

Some sessions are online and link to Teams can be found in your calendars (Pakki). Also possible changes/cancellations are noted there.

Forms of internationality

This course is suitable for exchange students as well.

Students workload

One credit equals approximately 26.7 hours of work performed by the student.

Content and scheduling

The main themes in the course are:
- Digital Transformation
- Fundamentals of Digital Marketing
- Digital Marketing & Lead Acquisition
- Social Media Marketing
- Sales in Today's World
- Legal Issues

In addition to assignments and quizzes you will accomplish industry certifications.

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.” (Laurea degree regulations) In the case of online studies the lecturer can also specify some other way than participation on an online meeting what is required from the student so that he/she verifies his/her attendance on the study unit (Decision by the vice president, education 7/2019).

The quality of the study unit implementation has been assessed and the self-evaluation report is available in Canvas.

Grading scale

H-5

Evaluation methods and criteria

For a) ONLINE part (Failed or 1-5), see the grading criteria on Canvas platform.

For b) PROJECT (Failer or 1-5), the evaluation criteria will be introduced on first session, Augustt 29, 2022.

Average of both parts will define the final grade. Both parts need to be passed in order to pass this course.