Study Guide

Learning outcomes

The student is able to:
• Develop digital marketing strategies using electronic media
• Implement digital marketing strategies into practice
• Evaluate product, pricing, distribution and communication marketing functions in a firm’s internet marketing strategy
• Use digital analytics to evaluate and optimize the effectiveness of digital marketing strategies

Literature: Kotler et al, 2018, Marketing 4.0
Selected articles from academic sources, e.g.: Journal of Marketing, Journal of Interactive Mar keting, Harvard Business Review
Selected articles from business sources, e.g.: Business Week, Economist

Studying methods: exercises, online discussions, group project work, examination

Teaching methods

This study unit will be offered online starting on the 26th of August 2022 on the Laurea learning platform Canvas. The workspace of the course will open then.
The first meeting online will be on the 7th of September at 9.00 - 10.30 a.m. (EET). The course will be finalized at the end of October.

Digital marketing is fundamental for any company or organisation , event, person or phenomenom. During this study unit we concentrate on gaining basic knowledge on digital marketing techniques and possibilities.

The following themes will be presented in the course:

Orientation and getting to know each other
Module 1: Digital transformation impacting marketing, marketing strategy and objectives, reaching customer through electronic channels
Module 2: Online advertising, SEO and CRM&marketing automation
Module 3: Video, social media, and buzz&influencer marketing
Module 4: Campaign planning and methods to measure effectiveness of marketing activies

First meeting on the 7th of September at 9.00 a.m. to 10.30 a.m. (EET)
Guiding session on the 14th of September 3.00 p.m. to 4.p.m. (EET)
Guiding session on the 21st of September 4.00 p.m. to 5 p.m. (EET)
Guiding session the 5th of October 3.00 p.m. to 4 p.m. (EET)
Presentations on the 12th of October at 2.30 p.m. to 5.30 p.m. (EET)

Learning materials and recommended literature

Kotler et al, 2017, Marketing 4.0, Moving from traditional to digital

Kotler et al, 2021, Marketing 5.0, Technology for humanity

Chaffey&Smith, Digital Marketing Excellence, 2017: Planning, Optimizing and Integrating Online Marketing

All the books can be found through Laurea Library's Finna resources.


Selected articles from academic sources, e.g.: Journal of Marketing, Journal of Interactive Marketing, Harvard Business Review
Selected articles from business sources, e.g.: Business Week, Economist

Alternative completion methods of implementation

According to 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 recognised 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.”
Please, visit Laurea Infra and contact Eija Lipasti (eija.lipasti@laurea.fi) if you want to proceed with demonstration of competence.

Co-operation with working life and/or RDI

Students are expected to find organisations that they focus on in their coursework or alternatively work with another student(s) to accomplish the assignments.

Important dates

Please, see above.

Students workload

One credit equals approximately 26,7 hours of work performed by the student. Note: this is average and depending on student's prior knowledge on the course themes accomplishing the course may require student longer or less than the average.

Further information for students

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

Grading scale

H-5

Evaluation methods and criteria

Grading of the course is based on points achieved during the course.

Quizzes total max 10 points
Fundamentals of marketing certification max 30 points
Projectwork max 60 points


“The evaluation of competence is based on the descriptions of objectives in the curricula and the evaluation criteria provided in the study unit’s implementation plan” (Laurea degree regulations).


To achieve grade 5 (excellent) the student must be able to:

- create a consistent framework/knowledge base making use of both national and international scientific sources in a critical analytic fashion. (Knowledge base)
- solve demanding problems in research, development and/or innovation activities where new knowledge and competence is created as well as to apply and combine information from different fields. (Problem solving)
- develop the activities of the competence area in a target-oriented and communal fashion. (Development)
- communicate convincingly both orally and in writing to audiences within and exterior to the field. (Communication)

To achieve grade 3 (good) the student must be able to:

- gather, process, produce and evaluate information critically and widely making use of both national and international scientific sources. (Knowledge base)
- use concepts of the area of expertise fairly. (Knowledge base)
- solve problems in research, development and/or innovation activities by applying and combining information from different fields. (Problem solving)
- create target-oriented, justified development plans considering the community. (Development)
- communicate in a competent, clear and consistent manner both orally and in writing. (Communication)

To achieve grade 1 (satisfactory) the student must be able to:
- gather, process, produce and evaluate information widely. (Knowledge base)
- use concepts of the area of expertise systematically. (Knowledge base)
- solve problems in research, development and/or innovation activities. (Problem solving)
- recognise and analyse focuses of development making use of the knowledge base. (Development)
- communicate clearly both orally and in writing. (Communication)