Opinto-opas

Osaamistavoitteet

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

Toteutustapa

Partly Daytime learning (practice)/ Party independent online studying (theory):

A Canvas learning environment is used to support the implementation, but it is important to take part in teaching and guidance on campus according to schedule. The campus days are focused mainly on to guide and support the group work / project work of this implementation. The study unit includes working in groups as the Final Assignment of this implementation is a group project (Digital Marketing and Sales Plan for Customer Acquisition phase for a real company).

You will familiarize yourself with Google and HubSpot certificates as you study individually the main theory-parts of this implementation, and get a valuable certificates to prove your skills also to work life. For these assignments, there will be a given schedule for the returns: please note, in case of late returns, there will be a -20% "late-fee". The course's Final Assignment is done in approx. 5-6 persons' students' groups. The groups will be formulated at the beginning of the course. Other assignments are individual assignments guiding the student towards the know-how (theory) needed in the Final Assignment (theory in practice, application to a real life context). The Final Assignment is executed as a project, to which the group itself organizes the project roles, responsibilities and schedules the tasks needed to be executed in order to get the project done. The objectives of the project work it self are also set by the project group itself. Evaluation is done via given Evaluation Criteria Chart visible in Canvas.

You will receive individual and group feedback regarding the project both from the teacher and from your peers. Also a self assessment is implemented to support your own reflection and evaluation skills. Heavy teamwork and project work skills, as well as scheduling skills, are needed, and/or acquired during the course.

Please note! In order to secure your spot in this study unit, you need to be present at the first contact less
on (4.9.2024 9.00-11.15am), and make and return the Orientation Assignment by the deadline (informed in Canvas).

This implementation includes studying and taking exams / certification -tests in Googe and HubSport -learning environment. More detailed information regarding the assignments done in these learning platforms, are given in the implementation's Canvas-platform.

Aika ja paikka

Please see the Timetable Engine at https://lukkarit.laurea.fi/ for the schedule information. Laurea reserves the right to modify the timetable.
The online learning platforms are Canvas (the main platform) and also Google and HubSpot -learning environment (for the individually done theory-based certificates and exams). Campus days are on Leppävaara campus accordingly.

Oppimateriaali ja suositeltava kirjallisuus

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)

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.

Työelämäyhteistyö ja/tai TKI

Work life skills and competences are built through achieving industry certifications during the course. Also the Final Assignment is integrated into work life.

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:

1. 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 4.9.2024 at 9.00-11.15am at Leppävaara.

2. Those who have been accepted for the study unit must confirm their participation also by doing and returning the Orientation Assignment by the given deadline (in Canvas).

If the student does not confirm participation by acting in these ways, her/his registration for the implementation will be rejected and another student can be taken in her/his place.

Kansainvälisyys toteutuksella

The study unit is suitable for exchange students.

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, being a total of 10 credit points, means approximately 270 hours of work.

Sisältö ja sen jaksotus

The main themes in the course are:

Module: Orientation - Digital Transformation (individual: Orientation Assignment/secures the spot on the course)
Module 1. Fundamentals of Digital Marketing (individual)
Module 2. Digital Marketing & Lead Acquisition (individual)
Module 3. Social Media Marketing (individual)
Module 4. Sales in Today's World (individual)
Module 5. Legal Issues (individual)
Module 6/ The Project work: Final Assignment - Digital Marketing and Sales Plan (group)

In addition to assignments and quizzes you will accomplish industry certifications. Remember to add these useful certifications to your CV!
The students collect points from the bases of the done and returned assignments. Also the Final Assignment is given points based on a separate Evaluation Criteria Chart. The points received will formulate the final grade for the whole course.

Lisätietoja opiskelijoille

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.

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

"Competence assessment is based on the descriptions of objectives in the curricula, and the level of competence is assessed according to the assessment criteria listed in the implementation plan for the studies" (Laurea degree regulations 2024).

The students collect points from the bases of the done and returned assignments. Also the Final Assignment is given points based on a separate Evaluation Criteria Chart (visible in Canvas). The points received will formulate the final grade for the whole course.

In this study unit the assessing of the competences will be done by using the criteria set for requirement level II.

Professional knowledge basis, information searching and reporting

To achieve grade 5 student must be able to
- analyse the acquired information, draw conclusions and combine theoretical knowledge with experiential knowledge

To achieve grade 3 student must be able to
- critically evaluate information and justify their actions with science-based knowledge

To achieve grade 1 (or pass) student must be able to
- use professional concepts in a consistent manner and demonstrate their familiarity with the knowledge basis
- report and communicate in a professional manner

Professional practice and workplace development

To achieve grade 5 student must be able to
- evaluate the applicability of produced knowledge, skill or idea to other contexts as well as their impact
- anticipate needs of customers and/or co-operation partners

To achieve grade 3 student must be able to
- propose creative solutions at work
- promote professional co-operation and enhance customer and partner relationships

To achieve grade 1 (or pass) student must be able to
- act independently taking into account the operating environment
- take responsibility for interaction with customers and/or co-operation partners and for responding to their needs

Teamwork, skills, leadership, and responsibility

To achieve grade 5 student must be able to
- evaluate and develop the team’s entrepreneurial and responsible approach to work
- evaluate the possibilities for utilising competence and plan their personal development and development of the team

To achieve grade 3 student must be able to
- act in a manner that promotes the team’s entrepreneurial and responsible approach to work
- describe the development of their competence in relation to the learning outcomes

To achieve grade 1 (or pass) student must be able to
- describe the significance of their actions for successful co-operation
- describe their competence in relation to the learning outcomes

“Students who have failed to demonstrate their competence in accordance with the approved level must supplement or retake their study attainment in a manner and schedule defined by the teacher of the study unit. If the student does not pass the assessment despite the opportunity to complete their study attainment, they must complete the study unit in question in full as specified by the teacher.” (Degree regulations 2024.)

All staff and students of Laurea are expected to adhere to good scientific practices, which includes appropriate referencing. Familiarise yourself with the practices and, if needed, ask for more information. All study assignments are to be done as individual work unless otherwise instructed. If Tournitin is used when assignments are checked, the lecturer will inform the students of this.