Master's Programme in Marketing

Degree:

Master of Science in Economics and Business Administration.
More information.

ECTS:

120 ECTS

Field of Study:

Business and Economics

Duration:

2 years, full-time

Eligibility:

An appropriate Bachelor´s degree or an equivalent qualification.

Language of Instruction:

English
More information.

Application period:

2017-12-15 - 2018-01-24

Marketing, Aalto University School of Business

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 for 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 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

Learning outcomes

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

  • communications
  • advertising
  • media
  • marketing research agencies
  • education
  • consultancy

 

ADMISSION REQUIREMENTS

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.

ADMISSION GROUP 1

Required previous studies

To be considered for admission the appli­cant must have completed at least 18 ECTS credits of studies in Marketing*. Thesis works or internships cannot be included in the credits.
*The department holds the right to also approve courses that have indirect relevance to the discipline of marketing. Such instances will be evaluated case by case and by discretion of the department.

The applicants that fulfil the above requirement of previous studies are ranked according to the criteria below.

1) Study success
Weighted GPA of previous degree. Applicants with a weighted GPA of previous degree lower than 3.50 are not eligible for admission.

2) Study success in previous Marketing studies
Maximum 50% of studies in Marketing can be completed with grades “Satisfactory” and “Sufficient” to be eligible for admissions. Only studies in Marketing that are graded can be considered.

Qualitative and quantitative research method studies that are judged by the department as relevant to the discipline of Marketing are also taken into account.

3) Motivation measured

a) by activity in the field of business and economics
Applicant’s activity in the field of business and economics can be taken into account (such as work experience or internship, participation in projects or research, leisure time activity in the field of business and economics). Applicants can show their activity in the field of business and economics by submitting a CV, which is validated with work certificates or other official certificates. The representative of the programme evaluates the suitability of the activity. The programme reserves the right not to give extra points for activity in the field.

and

b) by motivation video (max. 2 min.)
To demonstrate their motivation and the ability to argue their case, the applicants are required to make a video in English where they discuss e.g. the following questions:

  • Why am I applying to this particular programme?
  • Why should I be accepted?
  • What areas in marketing are challenging today? Why?
  • What is my own experience of research and what, for example, could be my research focus in the master’s thesis?

4) Duration of studies

Priority is given to applicants who have completed their degree within the normative duration of their studies.

In case of a tie the applicants are ranked firstly on the basis of criterion “study success in previous Marketing studies” and secondly on the basis of GPA of previous degree.


ADMISSION GROUP 2

Required previous studies

To be considered for admission the appli­cant must have completed at least 24 ECTS credits of studies in Marketing*. Thesis works or internships cannot be included in the credits.
*The department holds the right to also approve courses that have indirect relevance to the discipline of marketing. Such instances will be evaluated case by case and by discretion of the department.

The applicants that fulfil the above requirement of previous studies are ranked according to the criteria below.

1) GMAT score (or comparable GRE score)

GMAT or GRE is obligatory in admission group 2 (minimum score 550 in GMAT or equivalent GRE score).

2) Study success in previous Marketing studies

Maximum 50% of studies in Marketing can be completed with grades “Satisfactory” and “Sufficient” to be eligible for admissions. Only studies in Marketing that are graded can be considered.

Qualitative and quantitative research method studies that are judged by the department as relevant to the discipline of Marketing are also taken into account.

3) Motivation measured

a) by activity in the field of business and economics
Applicant’s activity in the field of business and economics can be taken into account (such as work experience or internship, participation in projects or research, leisure time activity in the field of business and economics). Applicants can show their activity in the field of business and economics by submitting a CV, which is validated with work certificates or other official certificates. The representative of the programme evaluates the suitability of the activity. The programme reserves the right not to give extra points for activity in the field.

and

b) by motivation video (max. 2 min.)
To demonstrate their motivation and the ability to argue their case, the applicants are required to make a video in English where they discuss e.g. the following questions:

  • Why am I applying to this particular programme?
  • Why should I be accepted?
  • What areas in marketing are challenging today? Why?
  • What is my own experience of research and what, for example, could be my research focus in the master’s thesis?

4) Analytic Writing Skills Essay

The applicant is required to submit an essay of the length of 750-1000 words. In this essay the applicant should describe succinctly his/her undergraduate thesis topic, what s/he learnt during the thesis work process, what s/he found as challenging, and what s/he would do differently to improve the work. If the applicant’s prior studies do not include an undergraduate thesis, then s/he may write about an equivalent final project, assignment or paper. If the applicant has been in employment for more than three years, s/he may write about a work project or equivalent work-related situation.

In case of a tie the applicants are ranked firstly on the basis of criterion “study success in previous Marketing studies” and secondly on the basis of GMAT/GRE score.

 

Contact information

Location: Aalto University School of Business, Töölö Campus, Helsinki

Further information:

  • 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.

Contact:

  • After reading all the instructions on our website, if you have general questions on admission and applying, you can contact admissions [at] aalto [dot] fi.
  • For questions concerning studies or academic evaluation of the programme, please contact Study Coordinator Tatiana Penttinen, +358 40 353 8401, Marketing-coordinator-les-biz [at] aalto [dot] fi (marketing-coordinator-les-biz@aalto.fi) Please note that the programme does not evaluate documents or previous studies of applicants in advance.

Page content by: | Last updated: 23.10.2017.