Study Guide

Objective

The student creates a strategic marketing plan and carries out a marketing project for a commissioner. He/she learns to create marketing content to a certain target group and to use different digital marketing tools in practice. The student also learns to apply responsible marketing practices and evaluate the results of the project.

Content

• Marketing planning and implementation of a marketing plan
• Digital marketing tools and channels
• Content marketing and storytelling
• Budgeting
• Analysing the results of the marketing project
• Responsible digital marketing and branding
• Legal perspectives of digital marketing (GDPR, IPR)

Location and time

Spring 2025
3.2.-4.4.2025

Materials

Chaffey, D., & Smith, PR (2017). Digital Marketing Excellence (5 th ed.). Routledge

 

Teaching methods

Workshops, a field trip to meet the commissioner, project guiding, presentations

Employer connections

Project work will be conducted in cooperation with the tourism industry in Lapland.

Exam schedules

No exam

International connections

Students will work in a multicultural groups.

Completion alternatives

Project work based on the implementation plan and timetable of the study unit.

Content scheduling

Project work

Further information

Students should have completed the study unit Digital marketing and branding or some other marketing course.
For the project work it is important to take part on the first lecture where the project is kicked off.
During the study unit there is a one day study trip which is mandatory for the students to participate.

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Satisfactory (2)
The student is able to create a strategic marketing plan and carry out a marketing project for a commissioner. He/she is able to create marketing content to a certain target group and to use some digital marketing tools in practice. The student applies responsible marketing practices and is somehow able to evaluate the results of the project. The assignments are completed but not always performed according to the instructions and deadlines.

Poor (1)
The student is able to create a strategic marketing plan and carry out a marketing project for a commissioner with guidance. He/she is able to create some marketing content and to use some digital marketing tools in practice. The student is aware of responsible marketing practices and is somehow able to evaluate the results of the project. The assignments are completed but not always performed according to the instructions and deadlines.

Fail (0)
The student does not complete the assignments according to the instructions or does not attend the learning situations at all. He/she does not pass the assignments, tests and/or the exam as required.


These are the general assessment criteria. Please note that there might be more specific assessment criteria for learning assignments which will be given at the beginning of the study unit.

Assessment criteria, good (3)

Very good (4)
The student is able to create a very good strategic marketing plan and carry out a creative marketing project for a commissioner. He/she is able to create very good marketing content to a certain target group and to use various digital marketing tools in practice. The student applies responsible marketing practices and is able to evaluate the results of the project critically. All the assignments are performed according to the instructions and deadlines.

Good (3)
The student is able to create a good strategic marketing plan and carry out a marketing project for a commissioner. He/she is able to create good marketing content to a certain target group and to use some digital marketing tools in practice. The student applies responsible marketing practices and is able to evaluate the results of the project. Most of the assignments are performed according to the instructions and deadlines.

Assessment criteria, excellent (5)

Excellent (5)
The student is able to create an excellent strategic marketing plan and carry out an innovative marketing project for a commissioner. He/she is able to create innovative and creative marketing content to a certain target group and to use various digital marketing tools in practice. The student applies responsible marketing practices and is able to evaluate the results of the project critically. All the assignments are performed according to the instructions and deadlines.

Assessment methods and criteria

These are the general assessment criteria. Please note that there might be more specific assessment criteria for learning assignments which will be given at the beginning of the study unit.

0-5

Assessment criteria, fail (0)

Fail (0)
The student does not complete the assignments according to the instructions or does not attend the learning situations at all. He/she does not pass the assignments, tests and/or the exam as required

Assessment criteria, satisfactory (1-2)

Poor (1)
The student is able to create a strategic marketing plan and carry out a marketing project for a commissioner with guidance. He/she is able to create some marketing content and to use some digital marketing tools in practice. The student is aware of responsible marketing practices and is somehow able to evaluate the results of the project. The assignments are completed but not always performed according to the instructions and deadlines.

Satisfactory (2)
The student is able to create a strategic marketing plan and carry out a marketing project for a commissioner. He/she is able to create marketing content to a certain target group and to use some digital marketing tools in practice. The student applies responsible marketing practices and is somehow able to evaluate the results of the project. The assignments are completed but not always performed according to the instructions and deadlines.

Assessment criteria, good (3-4)

Good (3)
The student is able to create a good strategic marketing plan and carry out a marketing project for a commissioner. He/she is able to create good marketing content to a certain target group and to use some digital marketing tools in practice. The student applies responsible marketing practices and is able to evaluate the results of the project. Most of the assignments are performed according to the instructions and deadlines.

Very good (4)
The student is able to create a very good strategic marketing plan and carry out a creative marketing project for a commissioner. He/she is able to create very good marketing content to a certain target group and to use various digital marketing tools in practice. The student applies responsible marketing practices and is able to evaluate the results of the project critically. All the assignments are performed according to the instructions and deadlines.

Assessment criteria, excellent (5)

Excellent (5)
The student is able to create an excellent strategic marketing plan and carry out an innovative marketing project for a commissioner. He/she is able to create innovative and creative marketing content to a certain target group and to use various digital marketing tools in practice. The student applies responsible marketing practices and is able to evaluate the results of the project critically. All the assignments are performed according to the instructions and deadlines.