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

Location and time

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.

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 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.

Employer connections

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

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:

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.

International connections

The study unit is suitable for exchange students.

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

Content scheduling

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.

Evaluation scale

H-5

Further information

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.