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 (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.

Materials

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.

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 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 regarding 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 partner company assigned to the module. Alternatively, you can choose a company from your own network, such as your employer, to complete the project for.
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.

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 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 Orientation 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.

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

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

Evaluation scale

H-5

Further information

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.