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.

Preliminary Schedule:
1) Orientation phase, individual work in Canvas (dates) Exact dates to be confirmed.
2) Project part 1: Content planning, (dates) Exact dates to be confirmed.
3) Project part 2: Content creation, (dates) Exact dates to be confirmed.
4) Final presentations in Zoom

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.

Materials

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

Teaching methods

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 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.

A Canvas learning environment is used to support the implementation, but it is important to take part in teaching and guidance online according to schedule.

Students receive individual feedback from the teacher on their assignments. Feedback from the project company and peer reviews are also utilized.

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.

Employer connections

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

Exam schedules

Canvas learning platform will open on x.x.2025 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):
- x.x.2025 Orientation to study unit and Project part 1 (Zoom)
- x.x.2025 Orientation Project part 2 (Zoom)
- x.x. and x.x.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.

International connections

The study unit is suitable for exchange students.

Completion alternatives

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.

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

Content scheduling

[Describe the content by using the vocabulary used in the world of work. Note that if the implementation is part of open UAS studies, this field will act as the marketing text in the online shop. Eg. if you are teaching the basics of programming, tell also which language you are teaching. From this field you should be able to find same words, which are being used in job postings. The field will be used in a service using AI to match studies, jobs and personal competences. ]

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 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. [If there are any skills that are not mentioned in the study information, describe them here.]

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