School of Business alumni stories
Here you can find School of Business alumni stories. Our alumni share their professional journeys and give advice and tips regarding working life. The stories have been sorted based on the alumni's majors.
Marketing, Master of Science (Economics and Business Administration)
For applicants
Marketing demands a mix of creativity, analytical and strategic thinking. It’s foundational to how organisations understand their customers, make strategic decisions, and build competitive advantage – and it’s changing fast. Technological innovations and growing expectations around ethical and sustainable practices are raising the bar for what effective marketing is. Our Master’s Programme in Marketing prepares you to meet these challenges with in-depth understanding and a versatile toolkit. You’ll build an academically rigorous understanding of marketing – from consumer behaviour and data analytics to international strategy. With a combination of theory and application, you’ll develop the skills to lead marketing efforts in a complex global environment.
Degree:
Master of Science (Economics and Business Administration)
Application period:
7 Dec 2026 – 5 Jan 2027
Language of instruction:
English
Duration:
2 years,
full-time
Eligibility:
Relevant Bachelor's degree
Field of study:
Business and Economics
Credits:
120 ECTS
Organising school:
School of Business
Tuition fees:
For non-EU/EEA citizens, €15000/y (Master’s studies)
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Description
Marketing is foundational to how organisations understand their customers, make strategic decisions, and build competitive advantage. At the same time, rapid advancements in AI, marketing automation and big data – alongside pressing sustainability and ethical challenges – are reshaping the way marketing principles are applied.
The Aalto Master’s Programme in Marketing will train you to meet these challenges, deepening your understanding of how modern marketing works and its critical role in business and society. You will develop a strong strategic marketing sense and insight into consumer behaviours. You’ll also learn how to interpret data and gather insights into customers, develop effective marketing strategies, and apply the latest digital tools and AI-guided approaches reshaping the field.
You will apply these skills through real-world projects, teamwork with your fellow students, Aalto staff and external companies, as well as your independent thesis research.
By the time you graduate, you will be able to:
- Analyse consumer behaviour, 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.
- Utilise 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.
You’ll graduate with a clear understanding of marketing’s role in business and society, and the analytical ability, strategic mindset and confidence to lead marketing efforts in complex international environments.
Language of instruction
In the Master’s Programme in Marketing, the language of instruction is English.
Tuition fees and scholarships
The tuition fee for this programme is 15 000 euros per academic year. Citizens of European Union (EU), the European Economic Area (EEA) or Switzerland do not pay tuition fees. Citizens of other countries must pay tuition fees.
Aalto University offers a small number of scholarships in the form of tuition fee waivers to fee-paying students. Scholarships can be awarded to the highest-achieving applicants based on the programme's evaluation criteria. Applicants are ranked according to the criteria outlined on the programme's webpage.
More information on tuition fees and scholarships at Aalto University is available at the Scholarships and Tuition Fees webpage.
Structure of studies
This is a two-year master’s programme. In your first year, you will build a strong foundation in the key pillars of marketing. Your second year gives you the flexibility to deepen your competences in areas that interest you through your electives, applied work, and your master’s thesis.
Alongside lectures and discussions, teaching focuses on practical application – projects, case analyses and presentations will feature heavily. You will work closely in teams, learning how to execute projects and communicate your ideas effectively. Throughout, you will apply and interrogate the concepts you’ve learned, then connect them to real-world issues.
Programme studies: 60 ECTS
Master’s thesis: 30 ECTS
Elective studies: 30 ECTS
Total: 120 ECTS
Master's Programme in Marketing
Specialisations
There are no formal specialisations in this programme. Instead, it offers a structured set of mandatory courses grouped by theme. This ensures you’ll develop a balanced professional skillset that combines methodological competence, strategic thinking, analytical skills, and critical awareness.
The four pillars:
Marketing Strategy. These courses focus on marketing as a critical strategic management function. You’ll learn to design, implement and evaluate marketing strategies, brand positioning, and how to develop a competitive advantage.
Analytics. You will learn how evolving digital technologies, data and analytics support marketing decision-making. This will be the backbone of measuring marketing performance, communicating persuasively to stakeholders, and pursuing evidence-based strategies throughout your career.
Research Methods. This set of courses will equip you with the qualitative and quantitative tools to design studies, analyse data, and generate robust insights about customers and markets.
Culture and Society. You will reflect critically on the cultural, ethical, and societal implications of marketing practices and consumption.
Outside of these pillars, you can shape your expertise around several different themes through your elective course selections – like consumer insight, strategy, analytics, digital marketing, culture and society, and emerging technologies.
See the full list of courses in the Student Guide.
Alumni Ambassador Arto HiltunenBeing active is one of the key factors
Internationalisation
The international experience you’ll gain in this programme – through the multicultural study environment, frequent teamwork, and support from world-class professors and companies – will prepare you for a rewarding global career.
You can also complete a semester on exchange at one of Aalto University’s top-tier partner universities worldwide.
Aalto University is also 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 through 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 home in Finland.
Further study opportunities
If you’re interested in a career in research or academia, this major will prepare you for Aalto’s distinguished doctoral programme or the world’s leading PhD programmes.
Career opportunities
As a graduate from this programme, you’ll be equipped with strong practical and strategic marketing skills grounded in current real-world applications. You’ll be ready for roles in marketing and business that allow you to apply your mix of quantitative skills, consumer insight and strategy to drive value for organisations.
Graduates often move into specialist or leadership positions across B2B and B2C organisations, media and communications, marketing analytics, or strategy and consulting.
Typical graduate roles include:
- Brand manager
- Business development manager
- Marketing analyst
- Digital marketing specialist
- Consumer insight specialist
- CRM or CX manager
- Marketing consultant
Aalto University offers well-established career services to help you find employment in Finland or abroad. Aalto also has an active entrepreneurial community, which can help you found your own company.
If you’re already working during your studies, many of our core marketing courses are offered twice each academic year to fit your schedule. Some include online or hybrid delivery, and online materials are available to make it easier to balance your work and studies.
Research focus
The key research areas in the Department of Marketing are consumer behaviour, consumer culture, strategic marketing, services marketing, retail and sales. Their rigorous, cutting-edge work is internationally acclaimed and regularly featured in leading marketing journals. Aalto University is also home to one of Europe’s leading departments in consumer culture theory research.
Read more about the ongoing marketing research at Aalto University.
Co-operation with other parties
You’ll work with companies and leading marketing professionals throughout your studies. Many courses have built-in company collaboration through case studies and visiting lecturers, where you’ll build your marketing expertise and work on real business challenges.
Our curriculum is shaped by our discussions with leading companies and academic partners about the skills businesses are looking for from fresh marketing talent.
You’ll also have the chance to get involved in Aalto Marketing Society, an active student organisation that plans events and conferences in co-operation with companies and industry professionals.
You can also take courses in other Aalto University Schools or other universities – or spend a semester on exchange abroad.
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!
Chat with Aalto students
Curious about life at Aalto University? Chat with Aalto students on Unibuddy and join them for virtual Coffee sessions on Fridays!
Pekka Mattila Excellence Scholarships
In memory of Pekka Mattila, these merit-based scholarships are aimed at particularly talented students selected to attend the School of Business Master’s Programme in Marketing and Master’s Programme in International Management who are liable to pay tuition fees.
The Pekka Mattila Excellence Scholarships consist of a €3,000 relocation grant, paid at the beginning of the degree programme.
All tuition fee liable applicants applying to the School of Business Master’s Programme in Marketing and Master’s Programme in International Management are eligible to apply for the Pekka Mattila Excellence Scholarship, regardless of age, nationality, or gender.
- Selection will take place during the admission process and will be based on the academic evaluation of applicants. Evaluation is done by the programme according to the evaluation criteria listed on this page.
- The Pekka Mattila Excellence Scholarship is not compatible with the Aalto University Excellence Scholarship. Applicants can apply for both, but if a student receives the Aalto University Excellence Scholarship, they will no longer be eligible for the Pekka Mattila Excellence Scholarship.
Application Instructions:
-
Apply to the Programme and Aalto University Excellence Scholarship
Submit your application for the programme at Aalto University. You can apply for the Aalto University Excellence Scholarship during this process with the same application form.
-
Submit the Pekka Mattila Excellence Scholarship Form
After submitting your application to Aalto University, complete the Pekka Mattila Excellence Scholarship form stating your motivation and eligibility using the link provided below.
The scholarship application must be submitted by 20 March 2026 at 15.00/3pm (UTC +2) at the latest for the 2026 master's admissions.
Scholarship admission results
Selected applicants will be informed in the same week that the Aalto University admission results are published.
Payment of the Grant
The €3,000 grant will be transferred during the first year of the student's attendance at Aalto University. Payments will be made to Finnish or SEPA bank accounts for selected scholarship recipients after enrolment.
Questions?
Please contact tuitionfees@aalto.fi.
Evaluation criteria 2027
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.
Admission group 1
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 completed in an institution that uses another scale than the ECTS, you need to attach an informal description regarding the credit and grading 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 |
Admission group 2
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 completed in an institution that uses another scale than the ECTS, you need to attach an informal description regarding the credit and grading 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 |
Documents required by the study option
This study option (master’s programme) requires two sets of documents from their applicants:
- Obligatory application documents detailed on the Apply to master’s programmes webpage.
- Documents required by the study option listed below.
- Official transcript(s) of records for additional university studies which are not included in the degree/degrees marked on the application form, but you wish the programme to consider when evaluating your application
- Course descriptions of relevant courses required by the progamme. Please submit the course descriptions as one pdf file. Course descriptions can be copies or screenshots from the university’s website or student guide.
- Motivation video (2 min, see instructions under "Suitability")
- In Admission Group 2: GMAT/GRE test result
- If your previous studies were completed in an institution that uses another scale than the ECTS: an informal description regarding the credit and grading scale of previous studies.
In addition, these additional documents add value to your application:
- CV
- Letter of references
- Proof of employment
- Publications
Use of AI Tools – Application Guidelines
To ensure transparency and fair evaluation, all applicants must clearly declare any use of AI tools, if at all, across all parts of the application specifying in which parts of the application AI tools were used (e.g., text, design, development, proofreading, translation, spelling, grammar) and for what purpose. If excessive use of AI is suspected, this may affect the evaluation of the application negatively.
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Contact information
School of Business
In case of programme-specific questions and inquiries, please contact the School of Business.
programmes-biz@aalto.fi
Aalto University Admission Services
If you have any questions regarding the application process, application documents or language tests, please contact Aalto University Admission Services.
admissions@aalto.fi