Content Marketing (5op)

Tavoitteet

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

Toteutustapa

The study unit is conducted entirely online and does not require on-campus attendance.

The study unit includes scheduled teaching and guidance online. Recordings of the teaching sessions can be viewed on Canvas afterwards. Guidance sessions will not be recorded. The schedule for the sessions will be announced on the learning platform.

The study unit includes both individual work (orientation assignments) and collaborative work in student groups (company project assignments). Active participation and full commitment during the course are essential. This course requires regular study work from October till December and students are required to return assignments according to given schedule.

A Canvas learning environment is used to support the implementation.

Students receive group-level feedback from the teacher regarding the assignments, and from the partner company about the final presentations. A peer-review about the team work is also applied.

The use of artificial intelligence is allowed in this course. However, students must clearly explain in their assignment reports how AI was used and for what purpose.

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 real-life partner company chosen for this study unit. Alternatively, you can choose a company from your own network, such as your employer, to complete the project.
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 requires pro-active communication.

Aika ja paikka

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

Preliminary Schedule:
1) Orientation phase, individual work in Canvas (1.-5.10)
2) Project part 1: Content planning, (8.10-3.11)
3) Project part 2: Content creation, (5.11-1.12)
4) Final presentations in Zoom (2. & 3.12)

For the most up-to-date and detailed schedule, please refer to the Timetable Engine: https://lukkarit.laurea.fi/. Please note that Laurea reserves the right to make changes to the schedule.

Oppimateriaali ja suositeltava kirjallisuus

The main book in this course is Kotler, Philip; Kartajaya, Hemawan, Setiawan, Iwan; Marketing 4.0: Moving from Traditional to Digital, which you find through Laurea's Library Finna resources. (Available also from many audiobook services.) You will need this right in the beginning of the study unit for a mandatory Orientation Quiz to secure your study place in this course!

All other study materials are available for studying in connection with the content and assignments in Canvas.
It is recommended (not mandatory though) that the students have prior understanding about the basics of marketing - this is a complementary course.

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.

Työelämäyhteistyö ja/tai TKI

In this study unit, students will work on a real-life development project for a partner company, or a company from their own network.

Toteutuksen tärkeät päivämäärät

Canvas learning platform will open by 1.10.2025. A mandatory Orientation Quiz deadline is 5.10: this needs to be completed acceptably by the deadline in order to be allowed to continue in the course.

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):
- 8.10.2025 Orientation to study unit and Project part 1 (Zoom)
- 5.11.2025 Reflection to part 1. & Orientation to Project part 2 (Zoom)
- 2.12. and 3.12.2025 Students presentations (Zoom)

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

In accordance with the degree regulations (2024), those who have been accepted for the study unit must confirm their participation by completing the orientation assignments by deadline and by being present at the first contact lesson or notify the teacher in charge of their absence to confirm their participation in the study. 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 their place.

Kansainvälisyys toteutuksella

The study unit is suitable for exchange students.

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. This elective course is estimated to require in average 135 hours of work. The actual time needed varies e.g. according to prior competence.

Sisältö ja sen jaksotus

In this study unit, the student learns what is meant by and why content marketing is relevant for today's organizations, how to construct a real work life content marketing plan, and how to create real work life content for this partner organization. The created content in this study unit is created for social media and email -marketing -channels. The language of this study unit is English.

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

Lisätiedot

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

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

Arviointiasteikko

H-5

Arviointimenetelmät ja arvioinnin perusteet

Each assignment will be graded (points) separately. There are pass/fail assignments and assignments that are graded. Detailed information on evaluation will be provided in relation to each assignment in the learning platform. A BuddyCheck peer- and self -assessment tool will be applied, and may affect student's individual final grade.

Assessment/ points will be:
Project part 1: max 50 points (content marketing plan)
Project part 2 & presentation: max 50 points´(content created & final presentation)
Maximum total points to be achieved is 100 points.

At the end of the Study Unit, the points are summed up and converted into grades:
50-59 points = 1
60-69 points = 2
70-79 points = 3
80-89 points = 4
90-100 points = 5

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

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.)

Conditions for improving the passed grade: please contact the instructor in charge. The improvements are directed to the parts in need of improvements. The first contact- responsibility as well as the creation of the improvement plan (which assignments and how), as well as the schedule, is in the responsibilities of the student in question. The instructor approves or disapproves the plan, or/and guides the student forward with her/his plan if needed. The improvement must be executed within six (6) months from getting the original grade.

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.

Arviointikriteerit, tyydyttävä (1-2)

PROFESSIONAL KNOWLEDGE BASIS, INFORMATION SEARCHING AND REPORTING
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 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 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

Arviointikriteerit, hyvä (3-4)

PROFESSIONAL KNOWLEDGE BASIS, INFORMATION SEARCHING AND REPORTING
To achieve grade 3 student must be able to
- critically evaluate information and justify their actions with science-based knowledge

PROFESSIONAL PRACTICE AND WORKPLACE DEVELOPMENT
To achieve grade 3 student must be able to
- propose creative solutions at work
- promote professional co-operation and enhance customer and partner relationships

TEAMWORK, SKILLS, LEADERSHIP, AND RESPONSIBILITY
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

Arviointikriteerit, kiitettävä (5)

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

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

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 utilizing competence and plan their personal development and development of the team