Study Guide

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 2022
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 partner companies we have in this course, 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.

Location and time

The course is offered completely online.

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 partner companies we have in this course.

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

Important dates

The course will open on October 1, 2022

Please, see Lukkarikone for exact times for events in the course.

There are four (4) mandatory online meetings for everyone (=Mandatory event). You are strongly recommended to participate in others, too ??

1.10.2022 Study unit opens, Canvas workspace open
4.10.2022 Mandatory event Online session: Course introduction and orientation https://laurea.zoom.us/my/eijalipasti
16.10.2022 Quiz 1.1. and Quiz 1.2 due
18.10.2022 Project work introduction, How to use Workbook, https://laurea.zoom.us/my/eijalipasti
26.10.2022 Mandatory event Company case pitches
31.10.2022 Online guidance session https://laurea.zoom.us/my/eijalipasti

8.11.2022 Mandatory event Q&A with partner companies

15.11.2022 Online guidance session https://laurea.zoom.us/my/eijalipasti

20.11.2022 Project work part 1 due: Content marketing strategy (upload)
22.11.2022 Introduction workbook part 2 https://laurea.zoom.us/my/tiinaleppaniemi

28.11.2022 Online guidance session https://laurea.zoom.us/my/tiinaleppaniemi

1.12.2022 Online guidance session https://laurea.zoom.us/my/tiinaleppaniemi
6.12.2022 Final project work due (workbook part 1 and part 2)
7.12.2022 Mandatory event * Student presentations to a partner company (online)
8.12.2022 Mandatory event * Student presentations to a partner company (online)
16.12.2022 Assessment ready

* Students are required to participate in one of these mandatory events.

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

H-5

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.