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

Information about the material is announced on the learning platform. 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)

Teaching methods

Partly automated, partly interactive implementation (includes group assignment):
The study unit is completed partly independently following a schedule for returning assignments / by a given deadline. In addition to independent studying, the study unit includes working in groups, as the Final Assignment of the course is done in groups. The study unit is conducted online and does not require attendance on campus. However, the study unit requires active participation and commitment, especially to the group work. The course does not include any lectures, all the information for studying is guided in and through Canvas learning platform.

A feel-free-to-participate orientation/info-Zoom is held on the 3rd of May from 10-11 (Zoom-address will be send via Canvas).

The course's individual assignments can be completed at own pace (respecting deadlines = late returned assignment means -20% points) and from anywhere via internet from May till August. You will familiarize yourself with Google and Hubspot certificates. The course's Final Assignment (the group assignment) is done in 5-6 persons' student groups, which will be formulated at the beginning of the course. Other assignments are individual assignments guiding the student towards the know-how needed in the Final Assignment. The Final Assignment is guided to be planned and started already in the beginning of the course, but the deadline for returning the whole assignment is in August.

Please note! Student must complete the orientation assignment on time to ensure the study place in the course. Deadline for the orientation assignment is 15.5.2024.

Guiding during the course: the instructor is available during May and early June, guiding via Canvas, and to be contacted via Canvas discussion forum or Canvas-message. After this, students are able to continue discussing in the Canvas discussion forum, as well as within their own Final Assignment groups.

Evaluation of the course is done by September.

Employer connections

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

Exam schedules

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), in this study unit, those who have been accepted for the study unit must confirm their participation by participating and presenting themselves in the Orientation discussion forum (in Canvas) and do the Orientation Assignment no later than the 15th of May. If the student does not confirm participation by making the orientation assignment and presenting themselves in the orientation forum by the deadline, the student will be rejected from the course.

The Canvas learningplatform will open by the 1st of May at the latest.

Always check the learning platform for any changes in the schedule.

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.
In other words, the average amount of work hours to complete this 10 credit point course is 267.

Content scheduling

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!

Evaluation scale

H-5

Further information

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.