Digitalisation and globalisation are changing the way businesses and customers function, and the role of marketers is changing. Combining customer-centric, strategic thinking with strong technical skills is becoming even more important.
The students of the Master’s Programme in Marketing will become strategic thinkers who have an ability to thrive in an increasingly digitalising world. They understand the strengths and possibilities of digitalisation and how it can change the way we think – and also how society and the world function. They understand the limits of current technology and their role in pushing past those limits.
The programme will provide you with a deep, holistic and consumer-centric understanding of marketing and business. You’ll gain a key combination of creative and analytical skills that are highly valued marketing assets in a digitalising world!
Marketing graduates
The language of instruction is English.
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.
Marketing is organised by the School of Business and comprises a total of 120 ECTS credits. The two-year programme consists of:
Students have the opportunity to complete the minor studies (24 ECTS) at Aalto, at another university in Finland, or at an official exchange programme partner of the School of Business abroad.
The programme emphasises the process of applying theory to real-world problems. It combines analytical rigor with a creative mind-set, while also maintaining a humanistic, consumer-centric and practical perspective. Furthermore, it develops problem-solving, teamwork, and communication skills. These skills are acquired through a diverse set of study methods that include interactive lectures, group and independent work, and real-life case studies.
The curriculum spans topics including global trends like digitalisation, globalisation and the circular economy. The courses consider these topics from a broad marketing perspective that includes consumer culture, creativity, analytics and strategic management.
For students interested in a career as a researcher, the academic rigour of the programme ensures our graduates are well-positioned to apply to leading doctoral training programmes across the world.
Students define their Personal Study Plans (PSP) at the beginning of their studies and have the opportunity to discuss their study choices with their 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.
The programme focuses on three central domains in marketing that make up the essential creative and analytical mindset of marketers. This three-domain way structure forms the core of your degree and is compulsory for all, with each domain comprising several specialisation courses that you can choose according to your interests. At a minimum, you will end up completing one course from each domain.
Customers:
Courses that cover theories and methods for developing insights about customers and markets.
Strategy:
Courses that cover theories and frameworks that merge marketing with strategic management.
Technology:
Courses that deal with the intersection of digital technologies, data analytics and marketing.
Course examples:
Alumni Ambassador Arto HiltunenBeing active is one of the key factors
The programme prepares students to pursue careers in international companies through a multicultural study environment, world-class professors, and universal learning outcomes. Over 20% of our Marketing graduates move abroad for their new jobs.
As part of their studies, the 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 in multiple free-time events, activities and celebrations around campus. Programme administrators, student tutors and student support services work vigorously to help international students integrate into Nordic culture and welcome them at home in Finland.
The degree provides excellent preparation for Aalto’s distinguished doctoral programme and the world’s leading PhD programmes.
The job market is seeking talent that views marketing as a holistic and central element to business success. This understanding includes recognising the impact of global trends, such as digitalisation, which are transforming not only the way businesses operate but also how we function as a society.
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 for leadership and management positions. Graduates typically find employment in B2B or B2C businesses, media and communications, marketing analytics, or in strategic or consulting roles.
Aalto University has well-established career services which can help you to find employment in Finland or abroad. Aalto students tend to find good positions with ease upon their graduation. Aalto has an active entrepreneurial community, which can help as a springboard for founding your company.
The Department of Marketing takes a holistic approach that covers all areas of marketing, with four primary research areas: consumer behaviour, strategic marketing, services marketing, retail and sales. The department’s research output is regularly featured on the pages of leading journals within these fields. Moreover, Aalto University has one of Europe’s leading departments in consumer culture theory research.
Additional information about research related to the marketing is programme can be found at the Department of Marketing website.
The programme is well-connected to working life and potential employers through real-life case studies and visiting lectures from different organisations. The programme’s representatives also sit down with businesses regularly to discuss the skills future marketing talents should be taught.
Aalto University and the departments involved in the programme collaborate with many high-quality universities worldwide. The student can take advantage of the studies in other Aalto University Schools, studies offered by other universities under the flexible study right agreement (JOO) as well as studies through the major's international connections and student exchange possibilities.
Multidisciplinary opportunities
Aalto University is well-known for bridging the disciplines of business, arts, technology and science. The Marketing programme also works side by side with various study fields, ranging from accounting to industrial engineering, or management to media and communications.
Our lively and multidisciplinary campus – with the freedom to choose elective courses across the university – brings 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, start-ups.
Are you wondering what it is like to study at Aalto? Come chat with our students about all things Aalto on Unibuddy chat platform.
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!
Applicants meeting Aalto’s general eligibility criteria for master's studies are evaluated and ranked according to the evaluation criteria decided in advance for each study option.
The applications to Master’s Programme in Marketing are evaluated based on the following criteria.
Bachelor’s degree from a university in Finland
| What is evaluated? | Previous studies |
|---|---|
| Admission requirements |
Required previous studies The programme demands that all candidates have completed bachelor-level introductory course on marketing as well as statistics, or equivalent. Considered a merit:
The programme reserves the right to critically assess the applicability of these prior studies presented as equivalent. Students entering the programme acknowledge that courses in the curriculum may have additional prerequisites. If needed, the student can complete these prerequisite courses as electives without delaying degree completion. The degree’s year of completion may have an effect on the evaluation. |
| Evaluated documents | Transcript(s) of records, degree certificate(s) |
| Criticality | Critical (0 points = rejection) |
Please note! Remember to submit course descriptions for the required previous studies.
If your previous studies were evaluated in other scale than the ECTS then you need to attach an informal description regarding the evaluation scale to the application.
| What is evaluated? | Grades of the previous degree(s) |
|---|---|
| Admission requirements | Applicants with a weighted GPA of previous degree lower than 3.50 are not eligible for admission. |
| Evaluated documents | Transcript(s) of records, degree certificate(s) |
| Criticality | Critical (0 points = rejection) |
| What is evaluated? | Motivation video |
|---|---|
| Admission requirements |
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:
Applicants are expected to upload a motivational video (2 min) to facilitate the assessment of the applicant's level of motivation and ability to perform in the Marketing programme. The applicant must include the address (URL) of a video stream or file to his/her CV. The video stream or file must play in the web browser or in the VLC-application. The applicant is responsible that the address works. |
| Evaluated documents | Motivation video |
| Criticality | Critical (0 points = rejection) |
| What is evaluated? | Activity in the field of Marketing |
|---|---|
| Admission requirements | Applicants’ activity in the field of Marketing 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 Marketing by submitting a CV. 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. |
| Evaluated documents | Curriculum vitae, letter of references, proof of employment, publications |
| Criticality | Not critical |
Bachelor’s degree from a university of applied science in Finland or from a higher education institution abroad
| What is evaluated? | Previous studies |
|---|---|
| Admission requirements |
Required previous studies The programme demands that all candidates have completed bachelor-level introductory courses on marketing as well as statistics, or equivalent. Considered a merit:
The programme reserves the right to critically assess the applicability of these prior studies presented as equivalent. Students entering the programme acknowledge that courses in the curriculum may have additional prerequisites. If needed, the student can complete these prerequisite courses as electives without delaying degree completion. The degree’s year of completion may have an effect on the evaluation. |
| Evaluated documents | Transcript(s) of records, degree certificate(s) |
| Criticality | Critical (0 points = rejection) |
Please note! Remember to submit course descriptions for the required previous studies.
If your previous studies were evaluated in other scale than the ECTS then you need to attach an informal description regarding the evaluation scale to the application.
| What is evaluated? | Grades of the previous degree(s) |
|---|---|
| Admission requirements | Applicants must demonstrate good academic performance. |
| Evaluated documents | Transcript(s) of records, degree certificate(s) |
| Criticality | Critical (0 points = rejection) |
| What is evaluated? | GMAT or GRE test result |
|---|---|
| Admission requirements | GMAT (or comparable GRE) test result. GMAT or GRE is obligatory in admission group 2 (minimum score 550 in GMAT, 515 in GMAT Focus edition or GRE score of 154 verbal reasoning - 155 quantitative reasoning). |
| Evaluated documents | GMAT/ GRE test results |
| Criticality | Critical (0 points = rejection) |
| What is evaluated? | Motivation video |
|---|---|
| Admission requirements |
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:
Applicants are expected to upload a motivational video (2 min) to facilitate the assessment of the applicant's level of motivation and ability to perform in the Marketing programme. The applicant must include the address (URL) of a video stream or file to his/her CV. The video stream or file must play in the web browser or in the VLC-application. The applicant is responsible that the address works. |
| Evaluated documents | Motivation video |
| Criticality | Critical (0 points = rejection) |
| What is evaluated? | Activity in the field of Marketing |
|---|---|
| Admission requirements | Applicants’ activity in the field of Marketing 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 Marketing by submitting a CV. 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. |
| Evaluated documents | Curriculum vitae, letter of references, proof of employment, publications |
| Criticality | Not critical |
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