Minor in Strategic Marketing

Upon the completion of the Minor in Strategic Marketing, the student will:

• Understand how central concepts in strategy and marketing (e.g. dynamic capabilities, market orientation, marketing thought and practices) have evolved and how they have been adopted and applied in real-life company settings
• understand how marketing contributes to the competitive advantage and financial performance of a firm;
• understand the challenges brought about by competition, industry characteristics and firm’s environment more broadly;
• be able to develop a firm’s strategy and business model in a market-oriented way; and
• be able to make strategic decisions about what kind of products, services, and business models the firm (or other organization) should develop and how.

Code: BIZ5093

Extent: 24 ECTS

Language of instruction: English

Level: Masters

Target group: BIZ students

Theme: Global business dynamics ICT and digitalisation

Teacher in charge: Sanna-Katriina Asikainen

Administrative contact: Planning Officer Tatiana Penttinen

Organising department: Department of Marketing

Prerequisites: -

Quotas and restrictions: -

Application process: Degree students at Aalto School of Business do not need to separately apply for a study right for the minor.

Upon the completion of the Minor in Strategic Marketing, the student will:

• understand how marketing contributes to the competitive advantage and financial performance of a firm;
• understand the challenges brought about by competition, industry characteristics and firm’s environment more broadly;
• be able to develop a firm’s strategy and business model in a market-oriented way; and
• be able to make strategic decisions about what kind of products, services, and business models the firm (or other organization) should develop and how.

Structure of studies 24 cr

Choose at least 12 cr from the following courses:

^{1) Self-study course, offered only for non-Finnish speaking Aalto School of Business MSc-students.}

Choose the rest from the following courses:

^{2) Replaces courses 23E53010 Brand Performance Management, 23E53000 Brands in Strategic Marketing and 23E53050 Merkkituotteet strategisessa markkinoinnissa.
3) Replaces Reading Package 23E01000 Contemporary Issues in Marketing and MARK-E0001 Contemporary Marketing Issues Reading Package. Reading Package has to meet the requirements of the Minor and must be approved by teacher in charge. Please contact Tatiana Penttinen in this case. Only one Reading Package can be included in MSc degree.}
 

Basic information

Code: BIZ5093

Extent: 24 credits

Language: English

Responsible professors: Alexei Gloukhovtsev

Administrative contact: Planning Officer Tatiana Penttinen

Target group: School of Business degree students only

Application procedure: Degree students at Aalto School of Business do not need to separately apply for a study right for the minor.

Upon the completion of the Minor in Strategic Marketing, the student will:

• understand how marketing contributes to the competitive advantage and financial performance of a firm;
• understand the challenges brought about by competition, industry characteristics and firm’s environment more broadly;
• be able to develop a firm’s strategy and business model in a market-oriented way; and
• be able to make strategic decisions about what kind of products, services, and business models the firm (or other organization) should develop and how.

Structure of studies 24 cr

Choose at least 12 cr from the following courses:

^{1) Self-study course, offered only for non-Finnish speaking Aalto School of Business MSc-students.}

Choose the rest from the following courses:

One of elective courses can be also BSc or MSc level Marketing Reading Package *:

^{2) Replaces courses 23E53010 Brand Performance Management, 23E53000 Brands in Strategic Marketing and 23E53050 Merkkituotteet strategisessa markkinoinnissa.
3) Replaces Reading Package ‘23C01000 Contemporary Issues in Marketing’
*) Reading Package has to meet the requirements of the Minor and must be approved by teacher in charge. Please contact Tatiana Penttinen in this case. For the academic year 2021-22, the course code of the reading package has been changed as follows: MARK-C/E000101, MARK-C/E000102, MARK-C/E000103, MARK-C/E000104 and MARK-C/E000105 (the last number indicates the period during which the reading package is completed).}

Basic information

Code: BIZ40903

Extent: 24 credits

Language: English

Responsible professors: Alexei Gloukhovtsev

Administrative contact: Planning Officer Tatiana Penttinen

Target group: School of Business degree students only

Application procedure: Degree students at Aalto School of Business do not need to separately apply for a study right for the minor.

Upon the completion of the Minor in Strategic Marketing, the student will:

• understand how marketing contributes to the competitive advantage and financial performance of a firm;
• understand the challenges brought about by competition, industry characteristics and firm’s environment more broadly;
• be able to develop a firm’s strategy and business model in a market-oriented way; and
• be able to make strategic decisions about what kind of products, services, and business models the firm (or other organization) should develop and how.

Structure of studies 24 cr

Choose 6-12 cr from the following courses:

^{1) Self-study course, offered only for non-Finnish speaking Aalto School of Business MSc-students.}

Choose 12-18 cr from the following courses:

^{2) Replaces courses 23E53010 Brand Performance Management, 23E53000 Brands in Strategic Marketing and 23E53050 Merkkituotteet strategisessa markkinoinnissa.
*) Course Marketing Analytics can be covered by Reading Package ‘23C01000 Contemporary Issues in Marketing’. Reading Package has to meet the requirements of the Minor and must be appoved by teacher in charge. Please contact Tatiana Penttinen in this case.}