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Master's Programme in Marketing
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Curriculum 2026–2028
About the programme
The Master’s Programme in Marketing offers a clear, structured, and contemporary understanding of marketing as both a strategic business function and a social science with real impact on markets, organizations, and society. The programme equips students with the analytical, strategic, and creative skills needed to understand consumers, design effective marketing strategies, and navigate rapidly evolving market environments shaped by digitalization, data, and AI. Students develop a deep understanding of how markets operate, how consumer value is created, and how organizations can build sustainable competitive advantage. The programme integrates theory with hands-on application, emphasizing real-world problem-solving, critical thinking, and ethical decision-making.
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:
- Analyze consumer behavior, market trends, and sources of competitive advantage using core marketing theories and frameworks.
- Integrate marketing insights with knowledge from other business disciplines to develop holistic and innovative strategies.
- Create and adapt marketing strategies to diverse international markets and cultural contexts.
- Utilize data analytics, AI, and digital tools to drive evidence-based marketing decisions and measure outcomes.
- Apply ethical reasoning and sustainability principles to marketing decisions and strategies.
- Demonstrate adaptability, effective communication, and leadership in team-based marketing projects.
The programme focuses on four complementary domains that together form the core of the degree:
- Research Methods – courses in this domain provide students with qualitative and quantitative tools to design studies, analyse data, and generate robust insights about customers and markets.
- Marketing Strategy – courses in this domain approach marketing as a strategic management function, developing the ability to design, implement, and evaluate marketing strategies, brand positioning, and competitive advantage.
- Analytics – courses in this domain focus on the role of digital technologies, data, and analytics in marketing decision-making, enabling students to measure performance and support evidence-based strategies.
- Culture and Society – courses in this domain encourage critical reflection on the cultural, ethical, and societal implications of marketing practices and consumption.
This structured combination forms the core of the degree, ensuring that all students develop a balanced profile combining methodological competence, strategic thinking, analytical skills, and critical awareness.
The programme 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.
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 | Teaching |
|---|---|---|---|
| MARK.thes | Master’s Thesis | 30 | |
| MARK-E9900 | How to write a Master's Thesis | 6 | II or IV / 2nd year |
| BIZ.matr | Maturity Test | 0 | |
| 23E99906 | Capstone-course: Marketing1 | 6 | IV English / 2nd year |
| 23E80101 | Qualitative Business Research Methods | 6 | I, III English / 2nd year |
| ISM-E1011 | Quantitative Behavioral Research | 6 | II, IV English / 2nd year |
| 23E25000 | Retail business models and marketing | 6 | II Finnish, V English |
| 23E24000 | Brand Management2 | 6 | I English |
| MARK-E0047 | Digital Marketing Communications3 | 6 | III English |
| MARK-E0080 | Data-Driven Marketing | 6 | IV English |
Marketing Strategy courses. Choose 6 ECTS of the following |
|||
| MARK-E0047 | Marketing, Strategy and Firm Performance | 6 | I English |
| or | |||
| MARK-E0521 | Grand Strategy: Concept, History, Applications | 6 | 2026-27: no teaching 2027-28: V English |
Culture and Society courses. Choose 6 ECTS of the following |
|||
| 23E28000 | Consumer Culture | 6 | IV English |
| or | |||
| MARK-E0050 | Marketing & Society | 6 | II English |
1 Capstone course is recommended to be completed at the end of the 1st year of Master's studies.
2 Replaces courses 23E53010 Brand Performance Management, 23E53000 Brands in Strategic Marketing and 23E53050 Merkkituotteet strategisessa markkinoinnissa.
3 Replaces course 23E47000 Digital Marketing
Elective studies 30 ECTS
Elective studies must meet the following requirements: they must be completed at a university or university of applied sciences; they must, as a rule, be a part of the degree studies of the university or university of applied sciences organizing the studies and they must meet the objectives of the degree completed at the Aalto University School of Business. Elective studies cannot overlap with other studies included in the degree in terms of content and intended learning outcomes.
Higher education institutions also offer studies outside degree education aimed at a wide audience, the suitability of which for the degree is assessed in relation to the intended learning outcomes of the degree. For example, courses that can be completed freely online and have a scope of 1-3 ECTS are generally not accepted as part of the degree.
Elective studies are selected so that the scope of the degree of 120 ECTS is met.
Elective studies can, for example, be used for:
- completing a minor
- broadening your skills and knowledge via multidisciplinary studies by
- completing another minor or individual courses in the fields of technology, art and design
- completing University Wide Studies
- completing studies at European Unite! universities
- completing network studies, for example from the Hilma network of gender studies or other networks
- acquiring entrepreneurial skills
- deepening language and communication skills by
- completing studies at the Aalto University Language Centre either as individual courses or as an entire minor
- completing studies in language and multicultural studies offered by European Unite! universities
- broadening or deepening expertise in your own field by
- completing additional studies in your programme or major
- completing studies in other programmes or majors
- completing additional studies in a minor
- completing the Customized Student Business project BIZ-E0100 (read more here) or Non-governmental organization project BIZ-E0110 (read more here)
- acquiring working life skills by completing an intership (read more at During your studies > Other studies)
- learning self-leadership skills, finding meaningfulness and developing study-wellbeing by completing Personal Impact courses.
A minor can be
- a minor organized by Aalto University (find the list of offered minors here)
- international minor that is completed through the Aalto University exchange programme at a university abroad or in a programme fulfilling the requirements of the exchange programme as a free mover student (instructions here)
- a study module completed at another university in Finland or abroad. As a rule, the minor must be a confirmed minor or similar study module in the curriculum of the higher education institute offering the study module.
The scope of the minor is determined according to the requirements of the minor.
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 including both oral and written proficiency. You can choose any course on level B2 or higher. Courses at a sufficient level and including both oral and written proficiency are marked with ‘o’ and ‘w’ in the course name. 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.