Digital Marketing and Sales (10 op)

Tavoitteet

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

Aika ja paikka

This study unit is offered completely online in Zoom and Canvas learning platform.

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)

Toteutustapa

This 10 credits (ECTS) study unit is conducted fully online and does not require attendance on campus. However, it does require active participation and commitment, especially during the group work phase.

Please note that the study unit begins with a mandatory orientation assignment in Canvas, which must be submitted by May 18, 2025. Completing this orientation task on time is required to secure your place in the course.

The study unit includes both individual and group assignments. Most tasks are completed independently and at the student's own pace, though deadlines should be respected (late submissions result in a 20% point deduction, though submission is possible until the end of August). As part of the individual work, students will also familiarize themselves with Google and HubSpot certificates. Individual assignments help students build the knowledge and skills needed for the final team assignment.

The Final Assignment is a team assignment completed in groups of 5–8 students, formed at the beginning of the course. It is strongly recommended to start planning and working on this assignment from the start of the course. The deadline for submitting the Final Assignment is August 31, 2025.

There are no lectures in this study unit. Instead, two guidance sessions are held to go over the practical arrangements and to answer any questions related to the course or the Final Assignment. All learning materials and instructions are available through the Canvas learning platform, and students follow a structured schedule for studying and submitting assignments.

For a smooth start of the studies, an orientation-info-Zoom is held on the 13th of May 13:00-14:30.

Guidance and support: Instructors are available during May, early June and August, offering support via Canvas discussion forums and private messages. In addition, students are encouraged to use discussion board in Canvas and discuss within their own student team.

Evaluation of the course will be completed in September.

Työelämäyhteistyö ja/tai TKI

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

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: 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 18th 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.

5.5.2025: The Canvas learning-platform opens.
13.5.2025 at 13:00-14:30 (optional) Orientation to the Study Unit -Zoom.
18.5.2025: Mandatory and securing your spot on the course -Orientation Quiz -deadline.
13.8.2025 at 13:00-15:00 (optional) "Open lines"/ Guiding Session for Final Assignment -projects which are on the finishing line at this point.

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

Kansainvälisyys toteutuksella

This study unit is suitable for exchange students.

Student teams may choose to complete the Final Assignment for an international company.

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.

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

Sisältö ja sen jaksotus

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 (the group assignment)

In addition to assignments and quizzes you will accomplish industry certifications. Remember to add these useful certifications to your CV!

Arviointiasteikko

H-5

Lisätiedot

The study unit corresponds to the requirements of Bachelor level education.

The quality of the study unit implementation has been assessed and the self-evaluation report is available in Canvas.