Content Marketing (5 cr)

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

Location and time

The course is offered completely online.

Materials

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

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.

Employer connections

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.

Exam schedules

The course will open on October 1, 2021

Completion alternatives

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

Student workload

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

Assessment criteria, approved/failed

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

Content 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

Evaluation scale

Approved/Failed

Further information

The level 2 evaluation criteria are used in this course.