Digital Marketing and Sales at your own workplace (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

Location and time

Please refer to the Timetable Engine at https://lukkarit.laurea.fi/ for the schedule information. Laurea reserves the right to modify the timetable.

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.

Contact your Laurea library well in advance to let the library know the study unit for which you need the books and the number of students in the study unit. The library can also help you find a suitable knowledge basis.

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 (13th January) is mandatory and session will be partly recorded. Project Assessment Discussions take place on 5-6th May.

The study unit is supported by the Canvas learning environment (opens 13th January at latest) and study unit Teams channel for group and personal communication. The study unit does not include working in pairs or groups (TBD).

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 preferably completed in student´s own workplace or organisation. Other options to be discussed in first info session.

Exam schedules

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

The Canvas workspace will open latest on 13th January 2025.

Guidance session dates can be found in the schedule section.

Deadline for project documentation is 27th April and Project Assessment Discussions will take place on 5-6th May.

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 order to demonstrate activity, the student must be present at the first contact lesson or notify the teacher in charge of his/her absence to confirm his/her participation in the study. Registration will be rejected if the student does not report his/her absence at the start of the study or the reason for the absence cannot be considered justified. Another student can be taken in his place. The first contact lesson is 13th January.

Completion alternatives

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.

Student workload

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.

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 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 for example in Canvas or Teams.