Study Guide

Learning outcomes

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

This is a eLearning course on the Canvas learning platform. The course can be completed at own pace (respecting deadlines, of course!) and from anywhere via internet. You will familiarize yourself with Google and Hubspot certificates. Lecturers will guide you in discussion forum if any help needed.

Course will be introduced in Zoom 1st September 2023 at 9.00 - 10.30 . Canvas workspace will open the same day at latest.

Student must complete the orientation assignment on time to ensure his/her place in the course. Deadline for the orientation assignment is 17th September 2023.

The study unit is completed partly independently following a schedule for returning assignments by a given deadline. Individual assignments can be returned after deadlines, but then penalty -20% of points for assignment returned late applies.

In addition to independent studying, the study unit includes scheduled guidance online. Recordings of the teaching sessions can be viewed on Canvas afterwards. The study unit includes working in pairs or groups only in Final Assignment. You will not receive individual feedback for assignments from the teacher: feedback is based on checking the accuracy of the assignments.

Learning materials and recommended literature

Information about the material is announced on Canvas learning platform. 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

All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognised and accredited by the teacher responsible for the studies or another person designated to the position. The assessment is carried out according to the same assessment criteria and, as a rule, same grading scale as that adopted for the corresponding study unit or module. The student is entitled to apply for accreditation of prior competence regardless of where, how and when the competence has been acquired. The student may also seek accreditation of competence to be acquired on the job as part of their degree (work-based learning). The student is responsible for demonstrating and verifying their competence and for providing sufficient information.

For further information visit Student Intra.

Co-operation with working life and/or RDI

Worklife skills and competences are built through achieving marketing and sales certifications during the course.

Important dates

Student must complete the orientation assignment on time to ensure his/her place in the course. Deadline for the orientation assignment is 17th September 2023.

The Canvas workspace will open latest on 1st September 2023.

Other important dates can be found in the schedule section.

Always check the learning platform for any changes in the schedule.

Forms of internationality

The study unit is suitable for exchange students.

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
- Final Assignment - Digital Marketing and Sales Plan

In addition to assignments and quizzes you will accomplish e.g. Google and Hubspot certifications. Remember to add these useful certifications to your CV!

Further information for students

Please note, in this study unit you confirm your participation by completing the orientation task on time!

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

According to the degree regulations (section 18); students must be present for the first contact teaching session, or they must notify the responsible teacher of their absence to confirm they intend to participate in studies, Alternatively, the teacher can specify a different manner for the student to confirm that they intend to participate in the studies. The completion of these measures can be required within a week of the studies having begun. The application of the aforementioned approach requires that the teacher notifies the students accepted to the study unit of the practice and that the practice is specifically mentioned in the study unit’s implementation plan.

If the student has a justified reason for not attending the first contact teaching session or for not notifying the teacher of their intention to be involved in studies in the manner required by the teacher, the student must contact the responsible teacher to agree on participation in the studies. Their registration for the study unit will be rejected, of the student does not notify the teacher of being absent from the first contact teaching session or the reason for their absence cannot be considered justified, Another student who is in line for the study unit can be selected in their place.

Please note, in this study unit you confirm your participation by completing the orientation task on time!

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

“The evaluation of competence is based on the descriptions of objectives in the curricula, and the level of competence is assessed according to the evaluation criteria listed in the implementation plan for the studies.” (Laurea degree regulations).

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

PROFESSIONAL KNOWLEDGE BASIS, INFORMATION SEARCHING AND REPORTING

To achieve grade 5 student must be able to
- analyse the acquired information, draw conclusions and combine theoretical knowledge with experiential knowledge

To achieve grade 3 student must be able to
- critically evaluate information and justify their actions with science-based knowledge

To achieve grade 1 (or pass) student must be able to
- use professional concepts in a consistent manner and demonstrate his/her familiarity with the knowledge basis
- report and communicate in a professional manner

PROFESSIONAL PRACTICE AND WORKPLACE DEVELOPMENT

To achieve grade 5 student must be able to
- evaluate the applicability of produced knowledge, skill or idea to other contexts as well as their impact
- anticipate needs of customers and/or co-operation partners

To achieve grade 3 student must be able to
- propose creative solutions at work
- promote professional co-operation and enhance customer and partner relationships

To achieve grade 1 (or pass) student must be able to
- act independently taking into account the operating environment
- take responsibility for interaction with customers and/or co-operation partners and for responding to their needs

TEAMWORK SKILLS, LEADERSHIP AND RESPONSIBILITY

To achieve grade 5 student must be able to
- evaluate and develop the team’s entrepreneurial and responsible approach to work
- evaluate the possibilities for utilising competence and plan his/her personal development and development of the team

To achieve grade 3 student must be able to
- act in a manner that promotes the team’s entrepreneurial and responsible approach to work
- describe the development of his/her competence in relation to the learning outcomes

To achieve grade 1 (or pass) student must be able to
- describe the significance of his/her actions for successful co-operation
- describe his/her competence in relation to the learning outcomes

“Students who has failed to demonstrate their competence in accordance with the approved level must supplement or retake their study attainment in a manner and schedule defined by the teacher of the study unit. Laurea provides examination retake dates. Students must register for these examinations no later than 10 days before the retake date. A failed exam or other study attainment can be retaken twice. A failure to attend an actual examination is considered to be one completion attempt." (Laurea degree regulations.)

All staff and students of Laurea are expected to adhere to good scientific practices, which includes appropriate referencing. Familiarise yourself with the practices and, if needed, ask for more information. All study assignments are to be done as individual work unless otherwise instructed.