Study Guide

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 (tbd individually or in pairs, presentation mode: 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.

Location and time

All in Zoom, pls see the course plan on Oma

Materials

Material from lectures on Oma
HubSpot Academy content
Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Routledge 2017
Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online. Brian Halligan, Dharmesh Shah; Wiley, 2014.

Teaching methods

Pre assignment
Lectures, Readings, Video, Discussions and Cases
Team Project based on a marketing development plan / in video format
Peer review

Employer connections

Two visiting lecturers

Exam schedules

n/a

International connections

n/a

Completion alternatives

na

Student workload

Lectures 20 hours
Assignments and Project activity 110 hours

Further information

The course gives a good understanding of the tools, planning and production of marketing and sales automation. The course also supports students who need to develop digital marketing and sales operations in their work or/and in their thesis project.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Sufficient performance: 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)

Good overall performance: 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)

Excellent performance in all elements of the course: shows 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 his/her argument with references to the recommended reading and lecture content. Excellent presentation delivery and analysis.

Assessment criteria, approved/failed

Sufficient performance: 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 methods and criteria

HubSpot Inbound marketing certificate – individual pre-assignment passed/failed 0 or 10p.
HubSpot developmentplan/team project 0-80p.
Individual peer review passed/failed 0 or 10p.

Prerequisites

Completed Higher Education Degree.

Further information

The language of tuition is English.