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Content Marketing (5 cr)

Code: R0294-3003

General information


Enrollment

07.09.2020 - 13.09.2020

Timing

01.10.2020 - 18.12.2020

Number of ECTS credits allocated

5 op

Virtual proportion

5 op

Mode of delivery

Distance learning

Unit

Korkeakouluyksikkö D, Verkkokampus

Campus

Laurea Virtual Campus

Teaching languages

  • English
  • Finnish

Seats

20 - 40

Degree programmes

  • Complementary competence, bachelor’s studies in English (CCH2), Business, administration and law

Teachers

  • Tiina Leppäniemi
  • Eija Lipasti

Teacher in charge

Eija Lipasti

Groups

  • CCH220SY
    Complementary competence (bachelor’s studies), S20, Business, administration and law

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 autumn 2021
The language used in the course is English.
The main themes of the course are:
- Content marketing strategy and process
- Creating content for your organization

This course is organized based on the LbD (Learning by Developing) principles, and the coursework will be done for a company. You can choose to do your coursework for one of the two partner companies we have in this course, Bonne Juomat (https://www.bonnejuomat.fi/) or Ravintola Factory (https://ravintolafactory.com/) or find a company from your own circles.

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

This course requires regular study work from October1 to December 21. Students are required to return assignments according to given schedule.

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

You can choose to do your coursework for one of the two partner companies we have in this course, Bonne Juomat (https://www.bonnejuomat.fi/) or Ravintola Factory (https://ravintolafactory.com/).

You may also focus on an organization of your own choice.

Important dates

The course will open on October 1, 2021

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

Approved/Failed

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.