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 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 10, 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.


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.

Time and location

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

Learning materials and recommended literature

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)

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 industry 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), 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 10th 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.

Forms of internationality

This study unit is suitable for exchange students.

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

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

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 (the group assignment)

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

Further information

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.

Evaluation scale

H-5

Evaluation methods and criteria

In assessment the Laurea level 2 criteria is applied.

The grade for the course is determined by the points as follows:
In this course you collect points by earning them by completing tasks and certifications as guided in the study platform (Canvas) during the course.

Grading is based on points you'll get by returning the assignments. To pass, you need to complete all the assignments.
The grading schema is:

152-165 = 5
134-151 = 4
116-133 = 3
100-115 = 2
80-99 = 1
0-79 = Fail

More details about assignments can be found from assignment pages (Canvas). You can follow your study unit progress in the Grades page.

For the orientation, you need to deliver your assignment by the deadline (10.5.24). For the rest of the assignments, you may return your assignments also after the deadlines: Just remember that there is a -20% "late fee" for assignments returned late.

Evaluation of the course is done in September.

“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.)

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.