Digital Sales and Marketing AutomationLaajuus (5 cr)

Objective

The student learns the ways companies build, develop, plan and implement lead management processes and develop conversion rates. The students understands the role of customer journeys and business processes for competitive advantage. The course is based on learning how to use HubSpot solutions as well as other marketing tools for planning and implementation of lead management and conversion processes.

Content

• Planning and producing digital sales and marketing processes
• HubSpot environment and settings
• HubSpot CRM, Sales & Marketing features
• Planning and producing inbound elements
• AI, Machine Learning and Marketing Automation
• Planning for Marketing Automation

Assignment outline: the course includes contact lessons, a HubSpot Inbound certificate online course and an online test as well as a HubSpot development plan (to be done individually or in pairs, presented by video). The course is graded based on the HubSpot Inbound marketing certificate – an individual online test (failed or passed/20p.), a HubSpot development plan (0-80p.) and a peer review report (individual work, passed/failed). The student receives the HubSpot Inbound certificate after completing the certificate test. The student has to pass all assignments in order to pass the course.

Qualifications

Completed higher education degree (Bachelor level)

Assessment criteria, satisfactory (1)

The student has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Assessment criteria, good (3)

The student can apply and articulate concepts and information well both verbally and in writing, certain areas of individual or team output require further attention; shows appropriate level of interest and motivation in individual and team activities. Good presentation delivery and analysis.

Assessment criteria, excellent (5)

The student demonstrates interest and motivation in individual and team activities and assignments, fully applies and clearly articulates concepts and information both verbally and in writing. The student is able to support their arguments with references to the recommended reading and lecture content. Excellent presentation delivery and analysis.

Assessment criteria, approved/failed

The student has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Further information

The language of tuition is English.