Digital Marketing (5 cr)

Learning outcomes

The student is able to:
• Develop digital marketing strategies using electronic media
• Implement digital marketing strategies into practice
• Evaluate product, pricing, distribution and communication marketing functions in a firm’s internet marketing strategy
• Use digital analytics to evaluate and optimize the effectiveness of digital marketing strategies

Literature: Kotler et al, 2018, Marketing 4.0
Selected articles from academic sources, e.g.: Journal of Marketing, Journal of Interactive Mar keting, Harvard Business Review
Selected articles from business sources, e.g.: Business Week, Economist

Studying methods: exercises, online discussions, group project work, examination

Location and time

Event Date and Time

Canvas workspace opens August 26, 8:00 AM

DL Task: Present yourself September 1, 11.59 PM
Online: First Lecture September 3, 3:30 PM - 5:00 PM
Online Lecture September 10, 3:30 PM - 5:00 PM
Online Lecture September 17, 3:30 PM - 5:00 PM
DL Return: Fundamentals of Digital Marketing certification September 29, 11:59 PM
Online: Guidance session October 1, 3:30 PM - 4:30 PM
Online: Guidance session October 9, 3:30 PM - 4:30 PM
DL Return: Project Presentation October 27, 11:59 PM
DL Return: the whole workbook October 27, 11:59 PM
Online: Presentations October 29, 2:00 PM - 5:00 PM

Although it is the intention to follow this schedule, changes are possible before and during the study unit.

Materials

Course book:
Knight, Hanne; Vorster, Lizette, 2023, Digital Marketing in Practice: Design, Implement and Measure Effective Campaigns (can be found through Laurea Library's Finna resources)

Selected articles from academic sources (will be indicated on the Canvas workspace)

Additional literature:
Kotler et al, 2017, Marketing 4.0, Moving from traditional to digital

Kotler et al, 2021, Marketing 5.0, Technology for humanity

Chaffey&Smith, Digital Marketing Excellence, 2017: Planning, Optimizing and Integrating Online Marketing

All the books can be found through Laurea Library's Finna resources.

Teaching methods

Interactive online implementation:

The study unit is conducted online and does not require attendance on campus. The study unit includes scheduled teaching or guidance online, which is is recorded (and can be viewed on Canvas afterwards). The study unit includes working in pairs or groups. The study unit requires active participation and commitment to interactive studying. You will receive individual feedback for assignments from the teacher, and working life or peer feedback is also utilised.

Artificial intelligence tools will be utilized during the study unit.

Employer connections

Students are expected to find organisations that they focus on in their coursework or alternatively work with another student(s) to accomplish the assignments.

Exam schedules

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 order to demonstrate activity, the student must be present at the first online contact lesson or notify the teacher in charge of his/her absence to confirm his/her participation in the study. Registration will be rejected if the student does not report his/her absence at the start of the study or the reason for the absence cannot be considered justified. Another student can be taken in his place. The first contact lesson is September 3, 3:30 PM - 5:00 PM.

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. The actual time needed varies e.g. according to prior competence.

Content scheduling

Drawing on the latest academic insights—and using Knight & Vorster’s Digital Marketing in Practice (2023) as your guide—this study unit puts you in the driver’s seat of designing digital marketing campaigns. You’ll learn to:

Align product, price, placement, and promotion decisions with organizational objectives

Map out channel-specific campaign plans based on defined audience segments

Critically evaluate marketing-mix functions (product, pricing, distribution, communication) within an internet-marketing framework

Leverage analytics to model campaign performance, design A/B tests, and recommend optimizations

While you won’t launch live campaigns here, you’ll leave equipped to deliver data-driven marketing roadmaps that practitioners can pick up and execute with confidence.

Evaluation scale

H-5

Further information

The study unit corresponds to the requirements of Master'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.

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