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 study includes two parts: independent online learning and a working life project.

The independently studied part (in Canvas) supports the project implementation. The project is completed in cooperation with a working life partner in Laurea Leppävaara Digital Living Lab. The project part includes working in groups. To enroll to the study unit the orientation quiz must be passed on acceptable level.

The independent part of the study unit is completed following a schedule for returning assingments. In addition to independent studying, the study unit includes scheduled guidance on campus and online for the project and teamwork. The scheduled guidance online and on campus is not recorded and requires participation. Studying on this study unit requires active participation and commitment to interactive project work. You will receive individual feedback for assignments from the teacher, and working life or peer feedback are also utilized.

Laurea reserves the right to make changes.

Time and location

Please refer to the Timetable Engine at https://lukkarit.laurea.fi/ for the schedule information. Laurea reserves the right to modify the timetable.

Learning materials and recommended literature

The independent study material is available in Canvas. The source materials needed for the subject area of the project are selected separately after the project assignment.

Literature:
Kotler P. , Kartajaya H., Setiawan I., Marketing 4.0 – Moving from Traditional to Digital, parts 4-7 (https://laurea.finna.fi/Record/nelli01.3710000000952392)

The students can utilize Digital Living Lab -equipment if needed. There are drones, VR-glasses, robots, video/photo/360 -cameras, lights, backgrounds (mobile video production kit), and IOT -devices available.

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

Working life partner specified at the start of the project.

Important dates

Based on the degree regulations (2024), the student accepted for the implementation is required to confirm their participation by showing activity at the start of the study in the following way:

In order to demonstrate activity, the student
1) must be present at the first contact lesson or notify the teacher in charge of their absence to confirm their participation in the study. Registration will be rejected if the student does not report their absence at the start of the study or the reason for the absence cannot be considered justified. Another student can be taken in their place. The first contact lesson is 20th of January, 2026.
2) is required to confirm his/her participation by showing activity at the start of the study by executing acceptably the Orientation Quiz and introducing her/himself to other students in the Discussion Board by the deadline given. If the student does not confirm participation by acting in this way, his/hers registration for the implementation will be rejected.

The first contact lesson: Kick-Off (mandatory participation): Tuesday 20th of January 6th of October at 9.00-11.30. In the project kickoff meeting everyone participating in the project will receive the information on the project task.

The presentation seminar of the project work (mandatory participation for each group member participating to the project work): Tuesday 24th of March at 9.00-11.30.

Project guidance is offered on a weekly basis.

Forms of internationality

The study unit is suitable for exchange students.

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.

Content and scheduling

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

Further information

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

The project is completed in cooperation with a working life partner in Laurea Digital Living Lab, Leppävaara. Participating in the project requires attendance in the project guidance meetings and group meetings. Working in a project requires team working and self-guidance skills. Self-guidance is a set of skills including independent goal-setting, problem-solving, planning, and decision making. Coaches are supporting the process weekly.

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.

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

Evaluation scale

H-5

Evaluation methods and criteria

"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.

“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.

Assessment criteria, satisfactory (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

Assessment criteria, good (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

Assessment criteria, excellent (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 utilising competence and plan their personal development and development of the team