Study Guide

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

Teaching methods

This course is organised 60% online sef study and 40% online group work. During the online studies students study the theory independently and earn the following digital marketing and sales certificates offered by Hubspot Academy and Google Skillshop.

- Fundamentals of digital marketing
- Google Ads Display
- Google Ads Search
- Google Analytics for Beginners

- Inbound Marketing Certification | HubSpot Academy
- Social Media Marketing Certification | HubSpot Academy
- Inbound Sales Certification Course | HubSpot Academy

In parallel with the online theory, students make a digital sales and marketing plan in groups. This work is done online , unless the group agrees different working arrangements. Guiding sessions are organised online on zoom, these are optional. At the end of the course, the students present their group work to others, taking part of the presentations is compulsory. .

Learning materials and recommended literature

All the material used is available online. In addition to learning platform material there will be ebooks, articles and videos. Recommended book:
Kotler, Kartajaya, Setiawan. 2016. Marketing 4.0.
Available as an ebook at Laurea Finna library

Alternative completion methods of implementation

According to the degree regulations “all students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognised and accredited by the teacher responsible for the module or study unit or another person designated by the director of the UAS unit. The assessment is carried out according to the same criteria and grading scale as that adopted for the corresponding study unit.”

Co-operation with working life and/or RDI

As part of the course the participants will take certification courses offered by acknowledged industry partners. It is possible to do the digital sales and marketing plan (=group work) to your own employee/hobby organisation or Laurea business partner.

Important dates

16.01.2024 18.15 - 19.45 Course start info
05.03.2024 17.00 - 19.00 Project kick off
12.03.2024 18.15 - 20.00 Optional Project guidance: Get to know your customers (smart objective, target group, buyer persona, buyer journey)
26.03.2024 17.00 - 19.00 Optional Project guidance: SEO keywords, Contacting plan, example ads
16.04.2024 17.00 - 19.00 Project presentations.

Online independent study following the deadlines announced in Course Platform Canvas.

Forms of internationality

The study unit is suitable for exchange students.
The participants will earn internationally acknowledged certificates offered by international organizations.

Students workload

Since the study unit is based on individual tasks and assignments the students are required to manage their own time and work well and independently.
The average estimated time for a student to study the material, do the assignments and take the certification mini-courses offered by an outside organization is 270 hours.

Further information for students

According to the degree regulations (section 18) “students must be present in the first contact session or notify their teacher in charge if they cannot attend. If they fail to notify the teacher of their absence in the first contact session, their enrolment will be rejected. Another student in the queue may be enrolled in the study unit in the place of the absent student.” (Laurea degree regulations) In the case of online studies the lecturer can also specify some other way than participation on an online meeting what is required from the student so that he/she verifies his/her attendance on the study unit (Decision by the vice president, education 7/2019).

Grading scale

H-5

Evaluation methods and criteria

The evaluation of competence is based on the descriptions of objectives in the curricula and the evaluation criteria provided in the study unit’s implementation plan” (Laurea degree regulations).

In this course you collect points by earning them by completing tasks and certifications during the course.

The grade is based on points collected from the assignments. Independent study is max 100 points and group work is max 50 points .

Evaluation criteria, fail (0)

0-74 points

Evaluation criteria, satisfactory (1-2)

75-106 points

Evaluation criteria, good (3-4)

107-138 points

Evaluation criteria, excellent (5)

139-150 points