Content Marketing (5 cr)

Learning outcomes

The student is able to
- explain the consumer trends and their impact on the digital marketing today
- describe the elements of digital customer experience
- prepare a content strategy plan based on target group needs and interest analysis
- create attractive content and engage with customers
- apply the best practices in building organizational webpages

Location and time

The course is offered completely online in Zoom and Canvas learning platform.

Materials

The learning material will be provided in the learning environment Canvas.

Teaching methods

This is an online course during Spring 2025.
The language used in the course is English.
The main themes of the course are:
- Content marketing strategy and process
- Creating content for your target organization

In this course, you will complete a content marketing project for a partner company assigned to the module. Alternatively, you can choose a company from your own network, such as your employer, to complete the project for.

The coursework will include creating content marketing strategy and content for the chosen organization. Tasks will be assigned and done in student-teams (group work). Students will formulate the teams themselves via Canvas discussion forum.

This course requires regular study work from the end of March to the end of May. Students are required to return assignments according to given schedule.

During the course there will be few online sessions which are recorded and for interactive instruction there will be online coaching sessions which are not recorded. The schedule for the sessions will be announced on the learning platform.

Employer connections

You will do the course assignments for an organization. More information in Canvas by the start of the course.

Exam schedules

The course learning platform will open on the 16th of March at the latest.

Please, see Lukkarikone for exact times for events in the course.

There are mandatory online meetings for everyone (=Mandatory event) (participate at least into two):
-Orientation to study unit and Project part 1 on the 24th of March at 16-18.
-Orientation Project part 2 on the 22nd of April.
-Students presentations on the 27th and 28th of May at 15-17 at Zoom.

You are strongly recommended to participate in other meetings too in order to get a successful study and learning results.

Completion alternatives

The normal AHOT/Competence Demonstration as instructed in https://laureauas.sharepoint.com/sites/studentEn_planningstudies/SitePages/Recognition-of-Prior-Learning.aspx

Student workload

This elective course is estimated to require in average 135 hours of work.

Assessment criteria, approved/failed

Detailed information on evaluation will be provided in the learning platform.

Content scheduling

In this course there are three themes which you will study:
Theme 1: Why content marketing?
Theme 2: Content marketing strategy
Theme 3: Creating and promoting content

Evaluation scale

H-5

Further information

The level 2 evaluation criteria are used in this course.