Digital Marketing and Sales (10 cr)

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

Materials

Kotler P., Kartajaya H., Setiawan I., Marketing 4.0 – Moving from Traditional to Digital, parts 4-7
(https://laurea.finna.fi/Record/nelli01.3710000000952392)

The book can also be found in many digital/audio book services.

Further references to be announced when the study unit starts.

Teaching methods

The study unit is conducted online and does not require attendance on campus. The study unit is completed independently following a schedule for work-based learning project documentation or demonstration of competence by a given deadline.

In addition to independent studying, the study unit includes scheduled guidance sessions and Project Assessment Discussions remotely on Zoom. Attendance in first guidance session (9th January) is mandatory and session will be partly recorded. Project Assessment Discussions take place on 28th May.

The study unit is supported by the Canvas learning environment (opens 9th January at latest) and study unit Teams channel for group and personal communication. The study unit does not include working in pairs or groups.

Please notice that there are several ways to complete the study unit:
1) Demonstration of competence (Näyttö)
2) Work-based learning project in your own workplace or in your own company etc., which covers all the learning objectives
3) If your project does not cover all the learning objectives, you can write theory reports or utilize other online courses etc. to complete learning objectives that are not covered by your project
4) If your current work does not enable you to obtain marketing and sales competencies by conducting a project, you can execute Digital Marketing and Sales certificates (Meta, Google, Hubspot) to achieve the learning objectives.

All possibilities will be discussed and introduced in first guidance session.

The learning objectives of the study unit are:
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

Employer connections

The work-based learning project is completed in students own workplace organisation.

Exam schedules

Demonstration of competence schedule can later be found in Laurea student intra.

The Canvas workspace will open latest on 9th January 2024.

Guidance session dates can be found in the schedule section.

Deadline for project documentation is 19th May and Project Assessment Discussions will take place on 28th May.

According to the degree regulations (section 18) “students must be present in the first contact session or notify their teacher in charge if they cannot attend. If they fail to notify the teacher of their absence in the first contact session, their enrollment will be rejected. Another student in the queue may be enrolled in the study unit in the place of the absent student.”

Completion alternatives

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.

Student workload

One credit equals approximately 26.7 hours of work performed by the student. The number of credits of the study unit is 10 credits.

Content scheduling

Having completed the study unit, 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

Evaluation scale

H-5

Further information

The study unit is arranged only for the group HLF223KAM

The language used in the guidance session can be either Finnish or English.

The study unit corresponds to the requirements of Bachelor's 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."

The quality of the study unit implementation has been assessed and the self-evaluation report is available in Canvas.