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Master's Programme in Marketing
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Curriculum 2024–2026
About the programme
We are surrounded by markets. Hyper-local and trans-local, online, offline and everything in between. Propped up by marketing and marketers. Generating near infinite data points and transactions. Trying to create, discover and mine customer knowledge. Trying to convince many kinds of customers about what markets are good for. Markets, marketing and marketers unquestionably shape and reshape the world that consumers inhabit and inherit.
This programme begins with the simple but consequential insight that it is easier to imagine the end of the world than to imagine the end of marketing. This programme understands marketing as a social science, as a process, a technique or organizational configuration which has unquestionable social impact. It takes students of marketing onto an eclectic journey - from customer experience, service design, communication strategies, consumer insight, and branding - to name a few.
We aim to help you see marketing from multiple, complementary points of view so that you can build your own original take on what powerful marketing is all about. Those who come along for the journey will be crucial to the success of today’s leading companies and to the re-visioning of marketing for the companies of tomorrow. To this end, our programme helps you grow into
- a blue-chip professional ready to create deep insights on customers and markets;
- a cohesive thinker who connects customer and market insights to strategic decisions; and
- an innovative mind who can envision how new technologies, future customer needs and organizational forms will cohere.
Degree level learning goals
MSc degree studies consist of programme studies and elective studies. In some programmes, there is also a compulsory minor. The scope of the modules varies between programmes.
In addition to the goals stated in Government Decree on University Degrees (794/2004) 7 § the aim of the Master of Science degree in Economics and Business Administration is to provide students with
- a comprehensive understanding of the area of specialisation, including its potential to address environmental, economic and social sustainability challenges;
- the ability to identify and analyse sustainability challenges and business opportunities and creatively develop solution;
- the ability to independently retrieve, assess, apply and create knowledge in the field of business and economics;
- the ability to reflect on the ethical foundations and implications of business decision-making for different stakeholders and to act accordingly;
- the ability to communicate effectively and to foster diversity, equity and inclusiveness in organisations.
Programme level learning objectives
In graduating from the Marketing programme, you will be able to:
- Develop actionable consumer and market insights
- Identifiy, analyze and visualize sources of market advantage for companies
- Interpret technological change and innovation in a vocabulary that is more humane and actionable
- Cross-pollinate concepts and methodologies from marketing academia to marketing practice
- Train your creative and problem-solving capabilities and grow as a critical thinker
You will subsequently:
- Become fluent in drawing on new and diverse concepts, tools and techniques related to understand markets and consumers
The programme focuses on three key domains in marketing:
- Customer & Market Insight – courses in this domain deal with methods and theories for generating and discovering insights about customers and markets;
- Marketing Strategy – courses in this domain offer ways of thinking and doing marketing as strategic management
- Technology & Analytics – courses in this domain focus on the impact of digital technologies, and emerging analytics tools and approaches
This tripartite structure forms the core of your degree and each student must choose some courses at a minimum one from each domain.
The program emphasizes a reflexive and strategic approach to real-world problems, combining analytical rigor with practical relevance. It develops creative problem solving, teamwork, and communication skills. Finally, for those interested in a career as a researcher, the academic rigor of the program ensures that our graduates are well-positioned to apply to leading doctoral training programs across the world.
Degree structure
Total
120
ECTS
ECTS
ECTS
*including Master's thesis 30 ECTS
Programme studies 90 ECTS
Code: BIZ29
Scope: 90 ECTS
Programme director: Ass. Prof. Anastasia Nanni
| Code | Course name | ECTS | Period |
|---|---|---|---|
| MARK.thes | Master’s Thesis | 30 | |
| MARK-E9915 | Master’s Thesis Seminar | 6 | Starting period I or III |
| BIZ.matr | Maturity Test | 0 | |
Choose one of the following 1 |
|||
| 23E99906 | Capstone-course: Marketing | 6 | IV-V |
| 37E01500 | Capstone: Project Management and Consulting Practice | 6 | II |
Choose at least one of the following2 |
|||
| 23E80101 | Qualitative Business Research Methods | 6 | I, III |
| 23E80102 | Quantitative Business Research Methods | 6 | I, IV |
Customer & Market Insight domain. Choose at least two of the following 3 |
|||
| 23E28000 | Consumer Culture | 6 |
II, IV 2024-25 I 2025-26 |
| 23E48000 | Consumer Psychology | 6 | IV |
| MARK-E0050 | Marketing & Society | 6 | I |
| MARK-E0058 | Sociology of Consumption and Fashion | 6 | III |
Marketing Strategy domain. Choose at least two of the following |
|||
| 23E21050 | Marketing, Strategy and Firm Performance | 6 | III |
| 23E21555 | Strategy and Marketing from a Business History Perspective | 6 | I |
| 23E25000 | Kaupan liiketoimintamallit ja markkinointi | 6 | II |
| MARK-E0025 | Strategic Retail Management and Marketing | 6 | V |
| MARK-E0010 | Technology-driven Service Strategy4 | 6 | no teaching 2024-26 |
| MARK-E0521 | Grand Strategy: Concept, History, Applications | 6 | V |
| 23E57000 | Fashion Marketing | 6 |
I 2024-25 II 2025-26 |
| 23E24000 | Brand Management 5 | 6 | V |
Technology & Analytics domain. Choose at least two of the following 6 |
|||
| MARK-E0047 | Digital Marketing Communications 7 | 6 | II |
| MARK-E1047 | Digital Marketing: Technological Innovation in Service | 6 | IV |
| MARK-E0046 | Digitalization of Markets and Consumption | 6 | IV |
| MARK-E0080 | Data-Driven Marketing | 6 | IV |
Choose so, that 90 ECTS of programme studies is fulfilled |
|||
| 23E50010 | Managing Value-Based Selling | 6 | III |
| MARK-E8122 | Advanced Quantitative Research Methods in Marketing | 6 | V |
| MARK-E2022 | Contemporary Marketing Issues Reading Package 8 | 6 | I-II, III-IV and summer |
| MARK-L2003 | Marketing History D | 6 | |
| MNGT-E2013 | Strategic Marketing in Global Context | 6 | III |
| MNGT-E1017 | Current Issues in People Management | 6 | II |
| 21E10000 | How to change the world: Innovating toward sustainability | 6 | IV |
| MNGT-E3008 | Market Entry Strategies for Entrepreneurial Business | 3 | IV |
| 35E03000 | Sustainable Supply Chains | 6 | I |
| ISM-E2004 | Introduction to Digital Service Design | 6 | III |
| ISM-E1002 | Survey research D | 6 | I, III |
| 77E00200 | Strategy Communication | 6 | III |
| MNGT-E4001 | Influential Organizational Communication | 6 | I |
| BIZ-E0100 | Customized Student Business Project | ||
1 Capstone course is recommended to complete during the 2nd year of Master's studies.
2 It is advised that you choose the methods course to match the methodology you intend to use in your master’s thesis. You should have completed the methods course(s) by the end of Phase 1 of your master’s thesis project.
3 If student has completed in 2022-24 Driving Creativity and Innovation in Marketing course with course code MARK-C0079 or MARK-C1079 and hasn’t include the course into BSc Degree also one of these courses can be included to this module
4 Replaces course 23E10000 Service Business Strategy
5 Replaces courses 23E53010 Brand Performance Management, 23E53000 Brands in Strategic Marketing and 23E53050 Merkkituotteet strategisessa markkinoinnissa.
6 If student has completed in 2022-24 Marketing Analytics course with course code MARK-C6050 or MARK-C6055 and hasn’t include the course into BSc Degree also one of these courses can be included to this module
7 Replaces course 23E47000 Digital Marketing
8 Replaces Contemporary Marketing Issues Reading Package, MARK-E0001 and Reading Package Advanced Topics in Marketing, 23E01000. Only one reading package can be included to the Degree.
Elective studies 30 ECTS
You can choose elective studies to your Master's degree so that the scope of the degree (120 credits) is fulfilled. You can exceed the scope of the degree by one course maximum.
Elective studies can include basic, intermediate or advanced level courses. You can use the module e.g.
- To complete a minor
- To broaden your skills and knowledge via multidisciplinary studies:
- select courses in the field of technology or art
- select courses in other universities via JOO study right
- Select gender studies via Hilma network or other Aalto networks
- To gain entrepreneurial skills
- To deepen your language and communication skills (see short informational video about the Language Center here)
- To deepen or broaden your skills and knowledge in the field of business
- select additional courses in your degree programme or major
- select courses from other degree progarmmes or majors in the School of Business
- select additional courses in your minor
- complete the Customized Student Business project BIZ-E0100 (read more here)
- To gain work experience and working life skills via an internship (read more at During your studies > Other studies)
- To gain skills in self leadership, finding meaningfulness, and improving study wellbeing via Personal Impact courses
The scope of the minor varies depending on the minor. Please check each minor's requirements. For a list of all the minors at Aalto University, see Aalto Minors hub.
Please also check your programme's curriculum to see if there are any requirements for the minor in your programme.
A minor included in the Master's degree can be one of the following:
- a module confirmed in the curriculum (a minor study entity offered at the School of Business)
- a module completed in an official exchange programme partner of the School of Business or in another programme meeting the requirements set in the official exchange programme policy of the School of Business
- a module earned at another Aalto University school
- a module earned at another Finnish university e.g. under the agreement on flexible study rights (JOO agreement).
Exchange studies is a very popular minor among the students of the School of Business. If you are interested in completing exchange studies as your minor, please check out this short informational video.
If you have mandatory language studies in your master's degree, they are included in the elective studies module. You have received information about these in the beginning of your studies, if this applies to you. If you are uncertain of whether you need to demonstrate language proficiency in the master's degree, please contact your programme's planning officer to get further information about the matter.
- If you have completed your bachelor's degree in Finland (in Aalto or in another higher education institute), you have fulfilled the compulsory language requirements in the respective degree or received the exemption. You do not need to complete language studies in the master's degree.
- If your language of education is Finnish or Swedish and you have completed your bachelor’s degree outside of Finland, you must demonstrate proficiency in national languages by writing the maturity test in your language of education (Finnish or Swedish) and complete the language proficiency tests in the other national language. Read more about the language of education here. You may also apply for an exemption of demonstrating proficiency in national languages. See also the following bullet.
- If you have completed your bachelor’s degree outside of Finland, you must complete minimum of 3 ECTS in English. You can choose any course on B2 level or higher. Students, whose language of education is not Finnish or Swedish, may alternatively complete an elementary course in Finnish or in Swedish. The courses in national languages can be at any level on CEFR scale.
Language studies are included in students’ elective studies and are agreed in the personal study plan (HOPS). Language center offers the language studies.
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