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MSc degree studies consist of the following study modules: 

• Programme studies 84 cr
  • Incl. Master’s thesis 30 cr
• Minor 24 cr
• Electives 12 cr

In addition to the goals stated in (794/2004) 7 § the aim of the Master of Science degree in Economics and Business Administration is to provide students with

• deep overall knowledge of the area of the specialised master’s degree programme, and very good knowledge of the minor subject or corresponding study entities included in the degree;
• the knowledge and skills required in challenging managerial positions or positions demanding a high level of expertise, or as entrepreneur;
• the ability to independently produce and apply knowledge in the field of business administration and economics, and preparedness for demanding international postgraduate programmes;
• the ability to address ethics, sustainability, and international context; and
• excellent communication and team working skills.

In graduating from the Marketing programme, you will be able to:

• Develop actionable insights about customers and consumption-related phenomena
• Analyze companies’ sources of competitive advantage from a customer-centric viewpoint
• Understand how technological change in and around marketing shapes the work of marketers, and the ways in which market-oriented companies operate
• Use methodological tools and apply academic research literature in marketing research.

You will subsequently:

• Have the ability to continuously learn to use new theories, tools and techniques related to analysis of consumer behavior; customer-centric strategic management, as well as digital and data-driven marketing

Introduction

It is an exciting time to be a marketer. Markets have become truly global, and digitalization further accentuates the global flow of goods and services, and breaks barriers for market entry. Digital technologies are also revolutionizing the way companies interact with customers and identify customer needs and wants. Simultaneously, customers find new ways to express their desires for identity and community through market provided resources. Finally, companies’ behaviors are increasingly exposed to the scrutiny of various stakeholders.

These trends increase the importance of marketing in organizations. Tactical marketing remains important, but companies must also embrace customer-centricity more broadly, as a key guiding principle in the strategic management of the whole company. This programme equips students with the necessarily marketing skills and know-how for building a thriving career in this dynamic marketing environment. Beyond obtaining specialist skills and know-how, our graduates will gain marketing-related knowledge and analytical capabilities with broad applicability to managing businesses—from service design to competitive strategy.

Our aim is to help you acquire valuable skills and knowledge for companies of today, and grow to become future leader and an advocate of the customer point of view in organizations. Our graduates contribute to the success of today’s leading companies from multinational corporations to technology start-ups need. To this end, our programme helps you grow into 

i.   a professional who can develop deep insights about customers and markets;
ii.  a strategic thinker who can connect customer and market insights with the strategic decisions of the company; and
iii. an analytical mind who can envision how new technology can be harnessed to better understand customers, respond to their needs and interact with them, and conduct marketing and sales more efficiently and effectively.

Program structure

The programme builds your skill in three central domains of study in marketing:
Customers – courses in this domain deal with theories and methods for developing insights about customers and markets;
Strategy– courses in this domain deal with theories and frameworks that merge marketing thought with strategic management
Technology – courses in this domain deal with the intersection of digital technologies, data analytics, and marketing
This tripart structure forms the core of your degree and is compulsory for all, with each domain comprising of a number of specializing courses of your choice. You will, at a minimum, complete one course from each domain.

The program emphasizes applying theory to real-world problems, combining analytical rigor with practical relevance, as well as developing problem solving, teamwork, and communication skills. To support our students in this, we also offer such electives as Meet the stage: Public speaking and interaction skills and Storytelling - a narrative approach for entrepreneurship. Finally, for those interested in a career as a researcher, the academic rigor of the program ensures that our graduates are well-positioned to apply to leading doctoral training programs across the world.

Code:  BIZ409
Credits: 84 ECTS cr
Responsible Professor: Ass. Prof. Henri Weijo (Ass. Prof. Jukka Luoma until 31.7.19)

Programme committee: Henri Weijo (director since 1.8.19), Jukka Luoma (director until 31.7.19), Pekka Mattila (professor), Arto Lindblom (professor), Sammy Toyoki (Assistant Professor); Janne Tienari (external professor), Johanna Piisi, Matti Carpen, Antti Vassinen (alumni), two student members from student association AMS.

Degree requirements

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 one course from each domain of study

Customers

Strategy

Technology

^{1) BSc-level course
*) Not lectured. Course Digital Marketing Management, 23E01000 (V period) replaces the course 23E47050 Online Marketing Engineering in the academic year 2018-19. During academic year 2019-20 course can be replaced by one of the following courses: 23E10000 Service Business Strategy, 21E00052 Data-Driven Business, 37E01600 Data Resources Management, 30E03000 Data Science for Business I. If student does not manage to participate any of those courses due to restrictions on the number of participants, other solution can be negotiated with the Head of the Marketing Programme. Contact Planning Officer Tatiana Penttinen in this case.}

Specialising electives 0-12 cr

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

^{2) Replaces courses 23E53010 Brand Performance Management, 23E53000 Brands in Strategic Marketing and 23E53050 Merkkituotteet strategisessa markkinoinnissa.
3) Self-study course. Offered only for students, who doesn't know Finnish.
*)Course 23E01000 Digital Marketing Management replaces the course 23E47050 Online Marketing Engineering in the academic year 2018-19.}

or max 6cr from other Department's courses: 

^{4) 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.

Research Methods 12 cr

 
Research Methods courses are mandatory.

You should have completed all compulsory methods courses by the end of Phase 1 of your master’s thesis project.

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

Structure of Master’s Thesis Seminar

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

Phase 1. Developing Research Plan and Literature Review 10cr

Phase 2. Data-collection and Analysis 10cr

Phase 3. Final writing up of thesis manuscript 10cr

More information on can be found from Master's thesis 2018-2020 webpage.

The minor study module of the Master’s degree is 24 credits and can be one of the following:

1. a module confirmed in the curriculum (a minor study entity offered at the School of Business) ,
2. a module completed in an official exchange programme partner of the School of Business or in another programme meeting the requirements set in the official exchange programme policy of the School of Business, or
3. a module earned at another Aalto University school or at another Finnish university under the agreement on flexible study rights (JOO agreement).

For a list of all the minors at Aalto University, see .

You can choose elective studies to your Master's degree so, that the extent of the degree (120 credits) is fulfilled. You can exceed the extent of the degree by one course maximum.

Elective studies can include basic, intermediate or advanced level courses. You can use the module e.g.

• To broaden your skills and knowledge via multidisciplinary studies:
  • select courses in 
  • select  -courses
  • select courses in 
• To deepen your 
• To deepen or broaden your skills and knowledge in the field of business
  • select additional courses in your degree programme or major
  • select courses from other degree progarmmes or majors in the School of Business
  • select additional courses in your minor
• To gain work experience and working life skills via 
• To gain skills in self leadership and finding meaningfulness via 
• To broaden your degree with a second minor, if it fits in your degree
  • Please not that you can only choose the second minor if it fits into your degree or exceeds it by maximum of one course. You can find the requirements of minors in Into .

Mandatory language studies

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.

• Students who have received their first cycle university degree from the Aalto University or from another Finnish university of from a Finnish university of applied sciences have principally demonstrated their language proficiency in the bachelor's degree or received an exemption. Therefore there is no need to demonstrate language proficiency in the master's degree
• Students, who have received their first cycle university degree outside of Finland and whose language of secondary education is Finnish or Swedish, do demonstrate their language proficiency in the master's degree
• Students, who have received their first cycle university degree outside of Finland and whose language of secondary education is other than Finnish or Swedish, do not demonstrate their language proficiency in the master's degree

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. Read also more about the language requirements for the maturity test in the page Completing your master's thesis > Maturity test.

Master’s thesis and thesis seminar

The programme study module includes a 30-credit thesis with a 6-credit seminar. The thesis must demonstrate readiness for scientific thinking, command of research methods, conversance with the topic of the thesis, and ability for scientific communication.

The student takes also part in a thesis seminar, which is designed to help the students to prepare their thesis work. The seminar commonly consists of meetings, completing thesis, presenting the research topic to the seminar group and acting as an opponent for a fellow student’s thesis. Seminar lasts usually the whole semester, and it is organised during both autumn and spring semesters.

Seminar practices vary depending on the degree programme: please see the instructions for each programme in Sisu or MyCourses. For instructions on writing and handing in the thesis please see the page Completing your master's thesis.

Master's Thesis Seminar at the Marketing Department

Overview

The overall purpose of the thesis seminar is to provide students support and flexibility to conduct their thesis research projects in a timely manner while keeping in mind the high standards of quality at Aalto University School of Business.

The most important practicalities are described below. The critical things to remember are:

• There is a voluntary kick-off session held twice a year (in the beginning of Period I and Period III) to help students get started with their master’s thesis projects.
• You will need to submit an expression of interest to initiate your own master’s thesis process. This is a max. 2-page document describing your interests in terms of research topic, themes and methods.
• By default, the whole process takes you about 9-12 months. Therefore, if you wish to graduate by the end of spring/summer, you should submit your expression of interest in the beginning of the fall term (Period I). If you wish to graduate around the end of year, you should submit your expression of interest in the beginning of the spring term (Period III).

Overall timeline and credits

The default duration of the entire process is 9-12 months. Completing in this time requires several months of focused work. The nominal workload is 30+6 credits, which corresponds to about six months of full-time work. Figure 1 shows a suggested timeline for completing your thesis work. However, there is nothing preventing you from completing your studies faster – the timeline is first and foremost up to you!

The key events and deadlines are as follows:

• We organize two voluntary kick-off events in the beginning of Period I and Period III, where you will get tips for getting and staying organized during your thesis project. You will also hear from faculty about opportunities for research collaboration in the department’s research projects.
• You need to submit a 1-2 page expression of interest through MyCourses at the end of September or January, depending on when you wish to graduate.

The specific dates for the kick-off sessions and deadlines for the expressions of interest for the academic year of 2019-2020 are follows:

Fall term (for students that wish to graduate by the spring/summer of 2020):

• Kick-off event: September 11th 2019, 4-6 pm, lecture hall T003 (Ekonominaukio 1)
• Deadline for expressions of interest: 30 September

Spring term (for students that wish to graduate by the end of 2020):

• Kick-off event: 14 January 2020, 4-6 pm, lecture hall T003 (Ekonominaukio 1)
• Deadline for expressions of interest: 31 January

Expression of interest

You will be assigned a supervisor based on your expression of interest. An expression of interest should describe what you are interested in studying in your master’s thesis. You do not need to know the specific topic or research method at this stage. Think of this document more as a motivational letter than as a detailed research plan. We will use your expressions of interest to allocate supervisors, and you will work on the research plan with the help of your assigned supervisor. In case you have already been in contact with a faculty member you would like to work with, or you have a supervisor preference for some other reason, make sure that you mention this in the expression of interest. However, please note that we may not be able to accommodate all preferences.

The expression of interest is free-form, except that it should not exceed two pages. The sole purpose is to help us find you the ideal supervisor. Write what topics or themes interests you, and if you have a methodological preferences (e.g., quantitative or qualitative).

In general, we expect that students are present during semesters and available for meetings with the supervisors. Please inform in your expression of interest any schedule constraints you may have(e.g., exchange studies).

Thesis Seminar and Thesis Seminar Paper

Once you have been assigned a supervisor, they will be in contact with you about the practicalities of the thesis seminar. Usually, the supervision process consists of a mix of group meetings and one-on-one meetings. There are no compulsory meetings. However, please note that supervisors have limited availability. For example, in case you are unable to attend scheduled group meetings with the supervisor, we cannot guarantee that the supervisor will arrange make-up appointments. Therefore, it is essential that you inform us about any schedule constraints well in advance via the expression of interest.

The only formal requirement for passing the Thesis Seminar is a Thesis Seminar Paper, graded by the supervisor. Basic idea of the paper is to discuss the your chosen research method as it relates to the your thesis topic and alternative research methods. The pedagogical aim is to add depth to your understanding of your own research method, as well as to broaden your understanding of alternative research methods. Besides these learning outcomes, you can recycle the text in the methods section of your thesis. Your supervisor will give more detailed instructions.

MSc degree studies consist of the following study modules: Programme studies 84 ECTS credits, Minor studies 24 ECTS credits and Electives 12 ECTS credits.

In addition to the goals stated in  (794/2004) 7 § the aim of the Master of Science degree in Economics and Business Administration is to provide students with

• deep overall knowledge of the area of the specialised master’s degree programme, and very good knowledge of the minor subject or corresponding study entities included in the degree;
• the knowledge and skills required in challenging managerial positions or positions demanding a high level of expertise, or as entrepreneur;
• the ability to independently produce and apply knowledge in the field of business administration and economics, and preparedness for demanding international postgraduate programmes;
• the ability to address ethics, sustainability, and international context; and
• excellent communication and team working skills.

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.

Code:  BIZ409
Credits: 84 ECTS cr
Responsible Professor: 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).

Degree requirements

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⁾:

^{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.

^{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: 

^{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.

Research Methods 12 cr

 
Research Methods courses are mandatory.

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

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 .

The  study module of the Master’s degree is 24 credits and can be one of the following:

1. a module confirmed in the curriculum (a minor study entity offered at the School of Business) ,
2. a module completed in an official exchange programme partner of the School of Business or in another programme meeting the requirements set in the official exchange programme policy of the School of Business, or
3. a module earned at another Aalto University school or at another Finnish university under the agreement on flexible study rights (JOO agreement).

For a list of all the minors at Aalto University, see 

Master's degree includes 12 ECTS credits of Electives. This can consist of for example

• additional studies in the degree programme,
• additional studies in the minor study module,
• courses from other programmes,
• language and communication studies,
• studies at another Aalto University School,
• studies at another university through the flexible study right agreement (JOO studies), or
• internship (6 cr or 3cr).

More information is provided under the titles Language and communication studies and Internship.

Elective studies can include basic, intermediate or advanced level courses.

Master’s thesis and thesis seminar

The programme study module includes a 30-credit thesis with a 6-credit seminar. The thesis must demonstrate readiness for scientific thinking, command of research methods, conversance with the topic of the thesis, and ability for scientific communication.

The student takes also part in a thesis seminar, which is designed to help the students to prepare their thesis work. The seminar consists of meetings, completing thesis, presenting the research topic to the seminar group and acting as an opponent for a fellow student’s thesis. Seminar lasts usually the whole semester, and it is organised during both autumn and spring semesters.

Registration for the seminar varies depending on the degree programme: please see the instructions for each programme in Sisu or MyCourses. For instructions on writing and handing in the thesis please see Planning your studies.

Maturity test

After completing the Master's Thesis the student has to write a maturity test in order to demonstrate their familiarity with the subject of the thesis and proficiency in Finnish or Swedish language. If a student has demonstrated their Finnish or Swedish proficiency in the Bachelor’s degree, it is not required again for the Master’s degree. In this case the maturity test will be evaluated only based on the content. However, the maturity test is still always written in Finnish or Swedish, unless the student has been exempted to write the test in some other language (see instructions below).

The maturity test is a written examination based on the Master’s thesis. The School of Business students write an executive summary which is classified as the maturity test. For further instructions regarding the maturity test, please see Planning your studies - Maturity test.

If a student has had their (high school) education in a language other than Finnish or Swedish or abroad, it is possible to apply for an exemption in order to make the test in English or some other language. The application will be addressed to the Vice Dean of the School of Business. In this case the maturity test will be evaluated only based on the content.

Master's Thesis Seminar at the Marketing Department

1. Research methods studies:

Before coming to the graduate seminar, you must complete these two research methods course(s) :

• 23E80101 Qualitative Business Research Methods, 6cr
• 23E80102 Quantitative Business Research Methods, 6cr

During these research methods courses, you will, among other things, complete a structured (and standardized) ‘research plan’ for your thesis work. If your thesis work is qualitatively orientated in method, you will complete this research plan during the qualitative course, and vice versa, if your thesis work is quantitatively orientated in method, you will complete this research plan during the quantitative course. Since Fall 2013 students can also submit a Research Plan that has not been approved during Research Methods course(s). The Research Plan should in any case be approved before the seminar starts.

Without an accepted research plan, you cannot attend graduate seminar courses. To be granted an exception on this rule, a written letter must be provided to Sammy Toyoki, head of the MSc in Marketing program.

2. Graduate Thesis Work (Thesis Manuscript 30cr + Graduate Seminar 6cr):

Starting from January 2017, the Marketing Department has initiated new guidelines for Graduate Thesis Work. Accordingly, thesis manuscript work will be divided into three phases, each completed phase awarding 10cr (totaling 30cr). The graduate seminar takes place during the second phase and is awarded another 6cr. Below are descriptions of each phase, followed by Spring and Fall schedules:

Phase 1 “Research Plan and Literature Review” (10 cr)

The aim of this phase is to prepare a research plan and a tentative literature review. The kick-off session will take place on 21.3.18 16:00 - 17:00 class room E-125 (Green). During this session, you will be instructed in the principles of graduate thesis work and will have the opportunity to discuss your research ideas with potential thesis supervisors. Once you have identified your general research area and methodology, you will be assigned to a seminar group (see below “Graduate Seminar 6cr”), and will continue developing your research plan and literature review under the personal tutorage of your group instructor. No seminar group meetings are arranged at this point. You will then submit a draft research plan to your tutor (via MyCourses) by the end of April for feedback and further guidance on how to develop and write up a tentative literature review. Both finalized research plan and literature review will be submitted for approval by August 15th (via MyCourses) prior to commencing of the Graduate Seminar in September. Your submission will be assessed on a ‘pass/fail’ basis. If your submission is failed, you will have the opportunity to revise and resubmit in two weeks (via MyCourses). Once your submission is approved by your seminar instructor, you will be awarded 10cr.

Phase 2  “Data-Collection and Analysis” (10cr) + Graduate Seminar (6cr)

The aim of this phase is to start working on the empirical part of your thesis, followed by a focus on analysing your empirical research data. This phase will take place in the form of the graduate seminar, where you will be instructed on your chosen methodology, data-collection methods and data-analysis techniques. The seminar will comprise of scheduled group meetings, individual presentations of work in progress, and personal tutoring sessions with your instructor (see section “Graduate Seminar” for detailed description). Once the seminar is completed successfully, you will be awarded 6cr. On approval of your thesis manuscript (via MyCourses) that includes an introduction, literature review, methodology and a findings section, you will be awarded 10cr (pass/fail).

Phase 3 “Writing Up and Submitting of Finalized Thesis Manuscript” (10cr)

During this final phase, you are to finish writing up your manuscript, which will now include discussion, conclusion and bibliography sections at the back end, and the remaining articles required for the front end (e.g. cover sheet, extended abstract, list of contents and so on). This phase entails independent work from you with provision of final personal tutoring sessions and written feedback at the discretion of your supervisor.

Graduate Thesis Work Schedule 

Students may choose to commence their graduate thesis work during Spring or Fall:

Spring Track (enrollment by 31 March)

Phase 1 “Research Plan and Literature Review” (10 cr)

• Kick-off session on 21.3.18 16:00 - 17:00 class room E-125 (Green).
• Duration: periods IV and V
• Submission deadline for the draft research plan  by the end of April
• Submission deadline for final research plan and literature review by August 15th

Phase 2  “Data-Collection and Analysis” (10cr) + Graduate Seminar (6cr)

• Seminar commences according to seminar group schedule
• Duration: periods I and II
• Submission deadline for partial thesis manuscript by the end of the seminar

Phase 3  “Writing Up and Submitting of Finalized Thesis Manuscript” (10cr)

• Submission of thesis and completion of ‘Maturity Test’ strongly encouraged by end of next period (period III).

3. Graduate Seminar (6cr)

The aim of the MSc thesis seminars is to provide and receive written and oral feedback on drafts of the MSc thesis. The seminar sessions provide a supportive forum to discuss research issues relevant to the particular stage of research with fellow students and the supervisor and make informed decisions how to develop the study further. The seminars assist in structuring thesis work and stimulating progress. The regular meetings pace the writing and reading process and provide concrete deadlines and peer group pressure. Upon completion of the seminars, the student will be able to critically evaluate academic research.

Thesis seminar groups start twice a year (September and February) and last two consecutive periods (e.g. if the thesis course is commenced upon in period I, it will last to the end of period II). The graduate thesis seminar will last approximately two periods. Graduate thesis seminars are divided into following groups depending on substantial and methodological orientation taken:

• Marketing and consumer research using quantitative methods (supervisor at Fall 2018: Tomas Falk, Sami Kajalo)
• Marketing using qualitative methods (supervisors at Fall 2018: Henrikki Tikkanen, Joel Hietanen)
• Consumer research using qualitative methods (supervisor at Fall 2018: Sammy Toyoki, Petri Cozma)

Students are strongly advised to consider as early as possible under which methodological paradigm to do their graduate thesis. Due to the intensified seminar structure, attendance is compulsory in seminars. It is of utmost importance that students engage in the seminar with full intention to follow its aims and carry out its required workload.  Students are expected to have either completed their thesis during this seminar period, or, taken it to a point where they can finish writing it up on their own. No seminars will be held after this seminar period. Each MSc student presents twice a draft version of his/her thesis during the chosen academic semester and acts four times as an opponent by commenting on a fellow student’s thesis draft. In the seminars, issues associated with e.g. how to conduct a critical and analytical literature review, how to avoid plagiarism and follow high ethical standards throughout the research process are discussed. Students practice providing and receiving constructive criticism on their own work and that of others. The MSc seminars cover theoretical, methodological and empirical challenges faced by the students during the entire research process.

 (New 2016)

Enrollment

• The student checks that he/she meets all the requirements to attend the seminar: that Bachelor degree and Research Methods studies are completed.
• The student chooses the topic of research and prepares a research plan
• The student chooses one of three groups:
  • Marketing and consumer research using quantitative methods
  • Marketing using qualitative methods
  • Consumer research using qualitative methods

The student enrolls to the Master’s Thesis seminar in WebOodi and uploads his/her research plan into MyCourses.

• To commence the seminar in the Fall, you must enroll by the end of the previous March, and to commence the seminar in Spring, you must enroll by the end of the previous September.

The enrollment happens in WebOodi. Students, who will participate the seminar during Fall 2018, register for the study event 23E99905 with timing 1.3.2018 - 31.7.2020. Research plan should be uploaded into MyCourses by the end of April.

Only MSc student in Marketing can be registered for the seminar (23E99905). You have the right to enroll and attend the graduate seminar only once. If you need to cancel your registration, please do it during the first week of the seminar at the latest to the study coordinator.

MSc degree studies consist of the following study modules: Programme studies 84 ECTS credits, Minor studies 24 ECTS credits and Electives 12 ECTS credits.

In addition to the goals stated in stated in  (794/2004) 7 § the aim of the Master of Science degree in Economics and Business Administration is to provide students with

• deep overall knowledge of the area of the specialised master’s degree programme, and very good knowledge of the minor subject or corresponding study entities included in the degree;
• the knowledge and skills required in challenging managerial positions or positions demanding a high level of expertise, or as entrepreneur;
• the ability to independently produce and apply knowledge in the field of business administration and economics, and preparedness for demanding international postgraduate programmes;
• the ability to address ethics, sustainability, and international context; and
• excellent communication and team working skills.

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 Sustainable Marketing. To further strengthen these core areas of knowledge, you may also learn about Digital Marketing; Consumer Behavior; Retail Experience and Fashion; Fashion Marketing; Consumer Psychology; Models in Marketing; Database Marketing; Personal Selling; Service Business Strategy; Managing Innovative Selling; Brand Performance Management 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 Sustainable 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 Sustainable Marketing course explores the roles of marketing in a sustainable society. Sustainable marketing has two imperatives: 1) to conduct itself in way that advances an organization’s economic success while creating a positive impact on society and the environment, and 2) to help bring about a society that values and practices social and environmental sustainability in all its behaviors. In this course, you will learn to identify sustainable marketing opportunities, link them to marketing strategy, and offer specific tactics and applications. You will also learn to incorporate triple bottom line (social, economic and environmental) goals into marketing strategy and practice, and to apply principles of sustainable marketing to a going concern or entrepreneurial context.

Code: BIZ409
Credits: 84 ECTS cr
Responsible Professor: 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), Jyri Heimo and Mari Vesanen (student representatives)

Degree requirements 120 cr

1. Programme studies 84 cr

Specialising core courses 18-24 cr

Choose at least three of the following courses ¹⁾:

^{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).
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.

^{3) Joint-course with Hanken.
4) Teaching in Otaniemi, replaces the course 23E52050 Managing Innovative Sales.
5) Replaces courses 23E53000 Brands in Strategic Marketing and 23E53050 Merkkituotteet strategisessa markkinoinnissa.}

Capstone course 6 cr

^{23E99906 Capstone-course: Marketing 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 /Marketing Department.}

Research Methods 12 cr

 For those students who have started their studies in September 2013 or after that, these two courses are mandatory.

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

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.

2. Minor studies 24 cr

3. Electives 12 cr

The minor study module of the Master’s degree is 24 credits and can be one of the following:

1. a module confirmed in the curriculum (a minor study entity offered at the School of Business) ,
2. a module completed in an official exchange programme partner of the School of Business or in another programme meeting the requirements set in the official exchange programme policy of the School of Business, or
3. a module earned at another Aalto University school or at another Finnish university under the agreement on flexible study rights (JOO agreement).

2016-2017 minors at Aalto

2016-2017 minors for School of Business students only

Please see 

Master's degree includes 12 ECTS credits of Electives. This can consist of for example

• additional studies in the degree programme,
• additional studies in the minor study module,
• language and communication studies,
• studies at another Aalto University School,
• studies at another university through the flexible study right agreement (JOO studies), or
• internship (6 cr or 3cr).

More information is provided under the titles Language and communication studies and Internship.

Elective studies can include basic, intermediate or advanced level courses.

Master’s thesis and thesis seminar

The programme study module includes a 30-credit thesis with a 6-credit seminar. The thesis must demonstrate readiness for scientific thinking, command of research methods, conversance with the topic of the thesis, and ability for scientific communication.

The student takes also part in a thesis seminar, which is designed to help the students to prepare their thesis work. The seminar consists of meetings, completing thesis, presenting the research topic to the seminar group and acting as an opponent for a fellow student’s thesis.

Seminar lasts usually the whole semester, and it is organised during both autumn and spring semesters. Registration for the seminar varies depending on the degree programme: please see the instructions for each programme in WebOodi, MyCourses or department’s homepages.

Maturity test

After completing the Master's Thesis the student has to write a maturity test in order to demonstrate their familiarity with the subject of the thesis and proficiency in Finnish or Swedish language. If a student has demostrated their Finnish or Swedish proficiency in the Bachelor’s degree, it is not required again for the Master’s degree. In this case the maturity test will be evaluated only based on the content. However, the maturity test is still always written in Finnish or Swedish, unless the student has been exempted to write the test in some other language (see instructions below).

The maturity test is a written examination based on the Master’s thesis. The School of Business students write an executive summary which is classified as the maturity test. For further instructions regarding the maturity test, please see Planning your studies - Maturity test.

If a student has had their (high school) education in a language other than Finnish or Swedish or abroad, it is possible to apply for an exemption in order to make the test in English or some other language. The application will be addressed to the Vice Dean of the School of Business. In this case the maturity test will be evaluated only based on the content.