Digital Marketing and Sales

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 (a group assignment)

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

In this course you will learn 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

Partly automated / partly interactive (requires self-directing and teamwork skills) implementation:

The study unit is completed independently following a schedule for returning assignments / by a given deadline. One group work is included. Self-direction is heavily required. The study unit does not include any scheduled lectures. However, the study unit requires active participation and commitment to group/team work and sharp scheduling ability: as the Final Assignment (Digital Marketing and Sales plan for a Customer Acquisition phase) is done in 5-6 persons’ groups, and returned on the end of the course. The group work should start right from the beginning when the groups have been formulated.

Please note: To secure the study place in this course, you must return the Orientation Assignment (Quiz & Introducing yourself via Canvas) by the deadline (check all deadlines in Canvas).

You will study in a Canvas learning environment, in addition to Google and HubSpot -environments. Canvas includes learning material and assignments/tests. In addition to which Google and HubSpot offers certificates and courses greatly appreciated by work life and are therefore implemented to this course.

Guiding during the course: guiding is offered via Canvas. The instructor is available and contacted via Canvas-messages, email, and Discussion Boards in Canvas. It is important to follow the course announcements and read carefully all the instructions and information in Canvas.

In this study unit, you will not receive individual feedback from the teacher: the feedback is based on the points you get from your certificate and tests. From the Final Assignment you will get feedback from the evaluation Criteria Chart which tells you in which level of understanding and execution your group’s work is (group-based feedback).

Please note, if this self-directing skills and eLearning requiring course implementation is not for you, please look up for a different type of execution of the same course. Thank you.

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), those who have been accepted for the study unit must confirm their participation by doing the Orientation Quiz and introducing themselves in the discussion area in Canvas no later that two weeks from the start of this implementation. 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 his place.

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. This study unit ,as a 10 credit point unit, equals approximately 270 hours work load in total.

Information about the material is announced and/or integrated on the learning platform(s). 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)

”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).

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 during the course.

Grading is based on points you’ll get by returning the assignments. The grading schema is: 152-165 = 5 134-151 = 4 116-133 = 3 100-115 = 2 80-99 = 1 0-79 = Fail

To pass, you need to complete all the assignments. More details about assignment can be found from assignment pages in Canvas. You can follow your study unit progress in the Grades page.

For the orientation, you need to deliver your assignment by the deadline. This is how you confirm your spot in this study unit. 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.

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.

Arviointiasteikko: H-5

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.

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

Please familiarize yourself with the cancellation process and cancellation terms.