The Master's Programme in Marketing centres on Strategic Marketing, Digital Marketing, Retail Marketing and Consumer Culture.
Marketing is a way of thinking and a practice that is quintessential to all dimensions of business. In this programme, you will attain an in-depth understanding of this philosophy and a solid foundation of the skills and know-how required of a top marketing specialist.
Programme overview: four core courses and electives
In the programme, you will study four core courses: Strategic marketing, Digital marketing, Retail marketing and Consumer culture – please see below for more information about these courses.
During your studies, you will complement these core courses with electives such as
- Service business strategy
- Brand performance management
- Managing innovative selling
- Consumer behaviour in design and fashion
- Fashion marketing, and
- Consumer psychology.
With a special emphasis on professional training in real-life managerial skills, we also offer such electives as Meet the stage: Public speaking and interaction skills and Storytelling - a narrative approach to entrepreneurship.
In the four core courses, Strategic marketing, Digital marketing, Retail marketing and Consumer culture, you will learn about the following topics:
Strategic Marketing helps you obtain concrete knowledge, skills, and analytic aptitude for building effective business models and commercialising profitable innovations. You will learn about the role of marketing in
- corporate strategies
- management practices
- competitive advantage
- business performance
- sustainable leadership and societally responsible decision-making
Digital Marketing gives you an in-depth understanding of how digital technologies have shaped and reshaped the marketing environment. In particular, you will learn about
- influence of the Internet and digital technologies on marketing
- use of interactive media in digital marketing communication, specifically social media marketing, email marketing and mobile marketing
- multichannel strategies
- use of search engine and digital display ads
- digital marketing analytics
Retail Marketing provides you with know-how and practical skills for customer and market-orientated creation of value in the retail business. In particular, you will learn about
- retail and channel management
- retail concepts and business models
- retail marketing
- consumer-driven value chain management in retailing
- analysing, developing and implementing digital marketing strategies
Consumer Culture gives you an in-depth understanding of consumers and consumer society. You will learn how to
- conduct cultural consumer research
- explore individual, social and cultural aspects of consumer behaviour and
- create value for customers, companies and the society as a whole with the understanding you gain through the research
Upon graduating from the Marketing programme, you will be able to:
- apply marketing theory and practices independently and critically
- develop customer-orientated business strategies, analyse the behaviour of business customers and consumers and create long-term customer relationships in an economically and ethically sustainable fashion
- use methodological tools and apply academic research literature in marketing research.
Broad career prospects
The Master's Programme in Marketing prepares you for marketing management and planning positions. For example, you can work in leadership, expert, and management positions in different organisations, in fields such as
- marketing research agencies
1. General admission requirements
The application must first fulfil the general eligibility requirements before it is sent to the Master's programme for academic evaluation. Read carefully the general admission requirements, information on admission groups, selection schedule, required application documents and application instructions on our website section admissions. See also language requirements.
In addition to the general eligibility requirements, each Master's programme has programme-specific evaluation criteria.
2. Programme-specific requirements
The admission group depends on the degree you are applying with. Only applicants with a lower university degree in “Economics and Business Administration” completed in a university in Finland apply in Admission Group 1. The name of the degree is kauppatieteiden kandidaatti, KTK in Finnish. All other applicants apply in Admission Group 2. More information on admission groups is on the admissions page.
Location: Aalto University School of Business, Töölö Campus, Helsinki
- For information on admissions and applying instructions, please read carefully the Admissions section on our website.
- Information on the studies in the Master's Programme in Marketing (in the academic year 2017-2018) is available in the online Study Guide.
- After reading all the instructions on our website, if you have general questions on admission and applying, you can contact firstname.lastname@example.org.
- For questions concerning studies or academic evaluation of the programme, please contact Study Coordinator Tatiana Penttinen, +358 40 353 8401, email@example.com Please note that the programme does not evaluate documents or previous studies of applicants in advance.
This school offers programs in:
Last updated January 5, 2018