Study options

Marketing, Master of Science (Economics and Business Administration)

Organisations today seek talent that understands how global trends, such as digitalisation, globalisation and circular economy, affect their core business, strategy and brand. The Master’s Programme in Marketing prepares students to face these challenges and provides them with the skills and knowledge to drive a global market and customer strategy. As a result, graduates are well-equipped in bringing customer and market insights to strategic decision making of companies competing in global markets.
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Master of Science (Economics and Business Administration)

Application period:

30 Nov 2023 – 2 Jan 2024

Language of instruction:



2 years, full-time


Relevant Bachelor's degree

Field of study:

Business and Economics


120 ECTS

Organising school:

School of Business

Tuition fees:

For non-EU/EEA citizens, €15000/y (Master’s studies) Read more

Applying to master’s programmes


Markets have become truly global, and digitalisation further accelerates the global flow of products and services, breaking barriers for market entry. Digital technologies also revolutionise the ways in which organisations interact with customers and identify customer needs. Thus, organisations must embrace customer-centricity and see marketing as a strategic imperative. Marketing graduates have:

  • A customer-centric view of business. Graduates gain a deep understanding of customer behaviour and consumer culture at large.
  • A strategic approach & analytical skill set. Graduates are strategic thinkers with the ability to connect customer and market insights with strategic decision-making. They learn to apply a variety of methods and data sources to analyse the potential success of marketing activities.
  • Creative problem-solving skills. Graduates approach business and societal challenges from a human perspective and are able to present ideas to address them.
  • Ability to leverage technology. Graduates possess a strong analytical skill set and understanding of how technology can help identify customer needs and improve marketing-related business processes.
  • A strong research skill set. Graduates use methodological tools and apply academic research literature in the area of marketing.

Upon graduating from the Marketing programme, graduates are able to manage, develop and lead the strategic marketing efforts of global organisations.

Language of instruction

The language of instruction is English.

Tuition fees and scholarships

Aalto University’s tuition fee for master’s programmes taught in English is 15 000 euros per academic year. Tuition fees apply to citizens of countries other than those of the European Union (EU), the European Economic Area (EEA) or Switzerland.

Aalto University has a scholarship programme to support non-EU/EEA citizens who study in a fee-charging degree programme. The scholarship may cover 100% or 50% of the tuition fee.

More information on tuition fees and scholarships at Aalto University is available at the Scholarships and Tuition Fees webpage.

Structure of studies

Marketing is organised by the School of Business and comprises a total of 120 ECTS credits. The two-year programme consists of:

  • Programme studies (84 ECTS), includes Master’s Thesis (30 ECTS)
  • Elective studies (36 ECTS)

Students have the opportunity to complete the minor studies (24 ECTS) at an official exchange programme partner of the School of Business.

At the beginning of their studies, students define their Personal Study Plans (PSP) together with an academic advisor. The primary purpose of PSP is to ensure that the studies support the student’s interests and are completed in a logical order.

Master's Programme in Marketing


The programme emphasises the process of applying theory to real-world problems, combining analytical rigor with practical relevance, as well as developing problem-solving, teamwork, and communication skills. For students interested in a career as a researcher, the academic rigor of the programme ensures our graduates are well-positioned to apply to leading doctoral training programmes across the world.

The programme focuses on three central domains in marketing. This three-way structure forms the core of your degree and is compulsory for all, with each domain comprising a number of specialisation courses of your choice. You will, at a minimum, complete one course from each domain.


Courses that cover theories and methods for developing insights about customers and markets.


Courses that cover theories and frameworks that merge marketing with strategic management.


Courses that deal with the intersection of digital technologies, data analytics and marketing.

Examples of courses:

  • Service Business Strategy (6 ECTS)
  • Consumer Psychology (6 ECTS)
  • Consumer Culture (6 ECTS)
  • Marketing Analytics (6 ECTS)
  • Digital Marketing (6 ECTS)
  • Brand Management (6 ECTS)
  • Fashion Marketing (6 ECTS)
  • Creativity in Marketing (6 ECTS)

See all courses

Being active is one of the key factors

Alumni Ambassador Arto Hiltunen


The programme prepares students to pursue careers in international companies through a multicultural study environment, world-class professors, and universal learning outcomes. Over twenty percent of our Marketing graduates move abroad for their new jobs. As part of their studies, Marketing students have an opportunity to complete an exchange semester at one of Aalto University’s many top-tier partner universities worldwide.

Aalto University is international by nature, welcoming thousands of degree and exchange students from abroad each year. These students join the diverse Aalto community not only through studies, but also multiple free time events, activities and celebrations around the campus. Programme administrators, active student tutors and student support services work rigorously to help international students integrate into Nordic culture and welcome them at home in Finland.

Further study opportunities

The degree grants eligibility for doctoral studies.

Career opportunities

The job market is seeking talent that understands how global trends such as digitalisation, globalisation and circular economy affect a company's core business, strategy and brand. Thus, the Master's Programme in Marketing prepares you for a wide range of career opportunities from marketing-related specialist roles to more general positions as well as leadership, expert, and management positions.

Aalto University has well-established career services which help you get employed in Finland and abroad. Aalto students tend to find good positions with ease upon their graduation. An active entrepreneurship community is present at Aalto, which can help as a springboard for founding your company. Finally, if an academic career is of interest, the Master’s programme in Marketing is a great foundation for doctoral studies and post-doc positions.

Research focus

The research in this programme is linked to several focus areas in the School of Business. Additional information about research related to this programme can be found at the Department of Marketing website:

Co-operation with other parties

Aalto University and the departments involved in the programme collaborate with many high-quality universities worldwide.

The student can take advantage of the studies within other Aalto University Schools, studies under the flexible study right agreement (JOO) within other universities as well as the major's international connections and student exchange possibilities.

Multidisciplinary opportunities

Aalto University is well-known for bridging disciplines of business, arts, tech and science. Thus, take in all the unique opportunities offered by Aalto’s multidisciplinary campus. The Marketing programme works side by side with various study fields, ranging from accounting to industrial engineering and management to media and communications.

Aalto University is well-known for bridging disciplines of business, arts, technology and science. The lively campus and freedom to choose elective courses across the university bring students from different fields under one roof. This spontaneous multidisciplinary environment sparks new ideas, gathers enthusiasts around them and gives birth to friendships, networks, and every so often, startups.

Chat with Aalto students

Are you wondering what it is like to study at Aalto? Come chat with our students about all things Aalto on Unibuddy chat platform.

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Webinar | Marketing

Our professor and alumna introduce the programme and answer questions about studies, course content, career opportunities and more! Come learn more about the Master's Programme in Marketing!

Watch the recording
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Admission dates

The admissions to Master's programmes at Aalto University in the field of Business and Economics are organised once a year. The application period for studies starting in autumn 2024 is from 30 November 2023 to 2 January 2024.

Here are the most important dates to remember:

  • 30 November 2023 – Application period begins and online application system opens
  • 2 January 2024 – Application period ends and the online application system closes
  • 5 April 2024 – Admission results are published at the earliest
  • 25 April 2024 – Deadline for accepting the offered study place

Programme-specific Admission Requirements

In addition to these programme-specific admission requirements, applicants must also fulfill the general admission requirements.

Admission group 1

Bachelor’s degree from a university in Finland

Admission group 2

Bachelor’s degree from a university of applied science in Finland or from a higher education institution abroad

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School of Business

At the School of Business we strive for better business and better society. We excel in education and research with a multidisciplinary approach and in collaboration with our partners.

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Contact information

School of Business

[email protected] / [email protected]

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