Digital Marketing and Sales (10 op)

Tavoitteet

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

Aika ja paikka

Canvas, Google and HubSpot learning environments. No scheduled lectures. Assignment-returns are scheduled through out the semester (bi-weekly return-schedule): late fee -20 % from the points.

Oppimateriaali ja suositeltava kirjallisuus

Information about the material is announced and/or integrated on the learning platform(s). In addition this book is needed:

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

Toteutustapa

Partly automated / partly interactive (requires self-directing and teamwork skills) implementation:

The study unit is completed independently following a schedule for returning assignments / by a given deadline. One group work is included. Self-direction is heavily required. The study unit does not include any scheduled lectures. However, the study unit requires active participation and commitment to group/team work and sharp scheduling ability: as the Final Assignment (Digital Marketing and Sales plan for a Customer Acquisition phase) is done in 5-6 persons’ groups, and returned on the end of the course. The group work should start right from the beginning when the groups have been formulated.

Please note: To secure the study place in this course, you must return the Orientation Assignment (Quiz & Introducing yourself via Canvas) by the deadline (check all deadlines in Canvas).

You will study in a Canvas learning environment, in addition to Google and HubSpot -environments. Canvas includes learning material and assignments/tests. In addition to which Google and HubSpot offers certificates and courses greatly appreciated by work life and are therefore implemented to this course.

Guiding during the course: guiding is offered via Canvas. The instructor is available and contacted via Canvas-messages, email, and Discussion Boards in Canvas. It is important to follow the course announcements and read carefully all the instructions and information in Canvas.

In this study unit, you will not receive individual feedback from the teacher: the feedback is based on the points you get from your certificate and tests. From the Final Assignment you will get feedback from the evaluation Criteria Chart which tells you in which level of understanding and execution your group’s work is (group-based feedback).


Please note, if this self-directing skills and eLearning requiring course implementation is not for you, please look up for a different type of execution of the same course. Thank you.

Työelämäyhteistyö ja/tai TKI

Work life skills and competences are built through achieving industry certifications during the course.

Toteutuksen tärkeät päivämäärät

Based on the degree regulations (2024), the student accepted for the implementation is required to confirm his/her participation by showing activity at the start of the study in the following way:

In accordance with the degree regulations (2024), those who have been accepted for the study unit must confirm their participation by doing the Orientation Quiz and introducing themselves in the discussion area in Canvas no later that two weeks from the start of this implementation. If the student does not confirm participation by acting in this way, his registration for the implementation will be rejected and another student can be taken in his place.

Kansainvälisyys toteutuksella

The study unit is suitable for exchange students.

Toteutuksen valinnaiset suoritustavat

According to the degree regulations (2024), "Students are entitled to apply for recognition of prior learning regardless of where, when and how the competence has been acquired. ... At Laurea, there are two different procedures for the recognition and accreditation of prior learning: a) accreditation of prior learning (competence acquired in higher education studies at another institution) and b) demonstration of competence (competence acquired in other ways). The recognition and accreditation of prior learning is initiated by the student themselves. The student is responsible for demonstrating and verifying their competence. The student is entitled to guidance for the recognition and accreditation of their competence." Further information in the student intranet.

You may also assess work-based learning as a way to acquire the competence needed. Read more in the student intranet.

Opiskelijan ajankäyttö ja kuormitus

Workload of the study is measured in a way that to acquire the goal competence of the study, one credit corresponds to an average of 26.7 hours of work done by the student. The actual time needed varies e.g. according to prior competence. This study unit ,as a 10 credit point unit, equals approximately 270 hours work load in total.

Sisältö ja sen jaksotus

The main themes in the course are:

- Digital Transformation
- Fundamentals of Digital Marketing
- Digital Marketing & Lead Acquisition
- Social Media Marketing
- Sales in Today's World
- Legal Issues
- Final Assignment - Digital Marketing and Sales Plan (a group assignment)

In addition to assignments and quizzes you will accomplish industry certifications. Remember to add these useful certifications to your CV!

Arviointiasteikko

H-5

Lisätiedot

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

The prerequisite for participation is always that the possible competence prerequisites according to the curriculum (previous study or similar competence) are fulfilled. The student is responsible for taking into account the prerequisite conditions.

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