Digital Marketing and Sales (10cr)

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 is a eLearning course on the Canvas learning platform. The course can be completed at own pace (respecting deadlines) and from anywhere via internet. You will familiarize yourself with Google, Meta and Hubspot certificates. Lecturers will guide you in discussion forum if any help needed.

Course will be introduced in Zoom September 3, 2025. Canvas workspace will open the same day at latest.

Student must complete the orientation assignment on time to ensure his/her place in the course. Deadline for the orientation assignment is September14, 2025.

The study unit is completed independently following a schedule for returning assignments by a given deadline. Individual assignments can be returned after deadlines, but then penalty -20% of points for assignment returned late applies.

Please notice that Google, Meta and Hubspot assignments and certificates must be conducted with you own name.

In addition to independent studying, the study unit includes scheduled guidance online. Recordings of the teaching sessions can be viewed on Canvas afterwards. The study unit includes working in groups only in Final Assignment. You will not receive individual feedback for assignments from the teacher: feedback is based on checking the accuracy of the assignments.

Time and location

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

Learning materials and recommended literature

Information about the material is announced on Canvas 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)

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.

Alternative completion methods of implementation

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.

Co-operation with working life and/or RDI

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

Important dates

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), those who have been accepted for the study unit must confirm their participation. Student must complete the orientation assignment on time to ensure his/her place in the course. Deadline for the orientation assignment is September 14, 2025. If the student does not confirm participation by acting in this way, his registration for the implementation will be rejected and another student can be taken in his place.

Other important dates can be found in the schedule section.

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

Forms of internationality

The study unit is suitable for exchange students.

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 and 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

In addition to assignments and quizzes you will accomplish Google, Meta and Hubspot certifications. Remember to add these useful certifications to your CV.

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 for example in Canvas or Teams.

Evaluation scale

H-5

Evaluation methods and criteria

"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).

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.)

The schedules and other conditions for the retakes and improving passed grades of the study unit or its part are agreed upon in writing at the beginning of the study unit or are documented in the implementation plan of the study unit.

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.

Assessment criteria, fail (0)

See above.

Assessment criteria, satisfactory (1-2)

See above.

Assessment criteria, good (3-4)

See above.

Assessment criteria, excellent (5)

See above.