Marketing

 

Programme description

Learning goals
Marketing is a way of thinking and mode of practice 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. To ensure this foundation, the programme is spearheaded by four core courses: Marketing, strategy and firm performance; Consumer Culture; Strategic Retail Marketing and Digital Marketing. To further strengthen these core areas of knowledge, you may also learn about Consumer Behavior; Retail Experience and Fashion; Fashion Marketing; Consumer Psychology; Models in Marketing; Personal Selling; Service Business Strategy; Managing Innovative Selling; Brand Performance Management, Storytelling and Performing in Work Life.

In graduating from the Marketing programme, you will

  • know how to apply marketing theory and practices independently and critically;
  • have the required knowledge and skills to develop customer-orientated business strategies, analyse the behaviour of business customers and consumers and to create long-term customer relationships in an economically and ethically sustainable fashion; and
  • be prepared to use methodological tools and apply academic research literature in marketing research.

The four specializing core course offered by the programme are Marketing, strategy and firm performance; Consumer Culture; Strategic Retail Marketing and Digital Marketing . To provide you with flexibility in planning your studies, these core courses are taught twice a year, unless otherwise notified.  You are to select at least three out of four core courses. In addition to selecting these three mandatory core courses, you may select courses from the specializing electives (6-12cr), depending on the number of credits your core course selection amounts to. Below are detailed descriptions of the four specializing core courses.

The Marketing, strategy and firm performance course takes you to the core of the business. This course covers a wide range of issues regarding the role of marketing in corporate strategies, management practices, competitive advantage and business performance, while also familiarizing you with the role of marketing in sustainable leadership and societally responsible decision-making. The course offers you concrete knowledge, skills, and analytic aptitude for building effective business models and commercializing profitable innovations.

The Consumer Culture course offers you an in-depth understanding of consumers and consumer society. You will obtain knowledge and skills in cultural consumer research, exploring individual, social and cultural aspects of consumer behaviour and how these understandings can be harnessed to create value for customers, companies and the well-being of society as a whole.

The Strategic Retail Marketing course provides you with know-how and practical skills for customer and market-orientated creation of value in retail business. In particular, the course gives you a firm understanding of retail and channel management, retail concepts and business models, retail marketing, consumer driven value chain management in retailing, as well as teaching you how to develop, implement, and analyse digital marketing strategies using electronic media.

The Digital Marketing course provides students hands-on experience with digital marketing concepts, digital analytics, and a specific course project where students solve a real business problem pertaining to digital marketing.  The course will prepare students to understand the challenges of future of marketing, and approach the marketing problems conceptually and analytically to provide effective marketing strategies.

Employment opportunities
As an MSc in Marketing, you may apply for marketing management and planning jobs. These include the various leadership, expert, and management positions in different organizations, different level tasks in marketing services companies (communications, advertising, media, and marketing research agencies), education and consultancy.

Programme director
Ass. Prof. Sammy Toyoki

Programme committee
Sammy Toyoki (director), John Schouten (professor), Pekka Mattila (professor), Arto Lindblom (professor), Janne Tienari (external professor), Johanna Piisi, Matti Carpen, Antti Vassinen (alumni), Henrik Lähdesniemi and Katariina Ollari (student representatives).

Additional information
Department of Marketing website

Degree requirements 120 cr

1. Programme studies 84 cr

Specialising core courses 18-24 cr

Specialising core courses is recommended to complete during the 1st year of Master's studies.

Choose at least three of the following courses 1):

23E21050

or

23E21555

Marketing, Strategy and Firm Performance


 
 

Strategy and marketing from a business history perspective

6 cr


 

6 cr

IV

  

I

23E25000

or

23E25050

Kaupan liiketoimintamallit ja markkinointi

 

Strategic Retail Marketing 2)

6 cr

 

6 cr

I

 

I

23E28000

Consumer Culture

6 cr

II, III

23E47000

Digital Marketing

6 cr

I, V


1)
If you have started your studies by September 2014 or before, you may also include the following courses as core courses: Service Business Strategy (23E10000) and Business Marketing Management (23E49000). Also course Sustainable Marketing (23E59000) can be included as core-course.

2) Self-study course. Offered only for students, who doesn't know Finnish.

Specialising electives 6-12 cr

Choose courses below depending on how many credits you have already selected above.

23E10000

Service Business Strategy

6 cr

III

23E23025

Personal Selling 3)

6 cr

III

23E48000

Consumer Psychology

6 cr

summer 2018

23E53010

Brand Performance Management 4)

6 cr

IV

23E57000

Fashion Marketing

6 cr

V

23E58050

Consumer Behavior, Retail Experience and Fashion

6 cr

II

23E85000

Storytelling - a Narrative Approach for Entrepreneurship

3 cr

I

23E85050

Advanced Storytelling

3 cr

II

23E87050

Meet the Stage: Public Speaking and Interaction Skills

6 cr

II and III

23C60500

Marketing Analytics 5)

6 cr

V


3)
Joint-course with Hanken.

4) Replaces courses 23E53000 Brands in Strategic Marketing and 23E53050 Merkkituotteet strategisessa markkinoinnissa.

5) BSc-level course, Teaching in Otaniemi.

or max 6cr from other Department's courses:

27E02000

Models in Marketing

6 cr

I

TU-E4080 

Managing Innovative Sales 6) 

3 cr

II

TU-E4090

Managing Innovative Sales, exercises 6)

3 cr II

26E00800

Global Marketing Management

6 cr III

21E16000

Sustainable Business and Consumption

6 cr I

75E00100

Managing Corporate Communication

6 cr I

75E17000

Media Management

6 cr I

25E50000

Venture Ideation

6 cr I

75E24000

Business Presentations

3 cr III, V

75E25000

Business Negotiations

3 cr IV, V


6)
Teaching in Otaniemi, replaces the course 23E52050 Managing Innovative Sales.

Capstone course 6 cr

Capstone course is recommended to complete during the 2nd year of Master's studies.

23E99906

or

57E00600

Capstone-course: Marketing

 

Hackathon project

6 cr

 

6 cr

V

 

II


Capstone-course is mandatory for students starting their studies in autumn 2014 or later. If you have started your studies by September 2013 or before, you may substitute the Capstone course with rules, which can be found at INTO/Marketing Department.

Research Methods 12 cr

23E80101

Qualitative Business Research Methods

6 cr

I, III

23E80102

Quantitative Business Research Methods

6 cr

II, IV

 
Research Methods courses are mandatory.

Students who have started their studies before September 2013 may substitute these Methods courses with rules, which can be found at INTO/Marketing Department.

It is highly recommended that you have completed the research method studies (see above) before starting the master's thesis seminar and thesis work.

Master’s Thesis and Master’s Thesis Seminar 36 cr

23E99910

Master’s Thesis

30 cr

 

23E99905

Master’s Thesis Seminar

6 cr

I-II, IV-V (starts 2.2.18)

23E99903

Maturity Test

0 op

 


Please note, you may take part in the thesis seminar only after approval of the research plan.
This research plan addresses your coming master's thesis and is concrete evidence of sufficient preparation for the master's thesis seminar. See instructions from Into at the department’s website.

Structure of Master’s Thesis Work

Master’s Thesis work comprises of three compoments or phases, each awarded 10cr by completion. These are:

Phase 1. Research Plan and Literature Review 10cr

Phase 2. Data-collection and Analysis (during Master’s Thesis Seminar) 10cr

Phase 3. Final writing up of thesis manuscript 10cr

 

2. Minor studies 24 cr

3. Electives 12 cr 

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