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

weeks 7-16 2024

Materials

Material will be given during the study unit

Teaching methods

Project work, coaching, workshops

Prerequisite: Digital Marketing and Branding or equivalent

Employer connections

Commissioner from tourism industry

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

1-5, fail