Schedule: 09.09.2019 - 31.07.2020
Teacher in charge (valid 01.08.2018-31.07.2020):
Richard Cuthbertson (IV, Retail Futures)
Oscar (Lars) Ahlberg
Contact information for the course (applies in this implementation):
In case a student needs to get in touch with a teacher an email can be sent to one of the following email addresses:
Please note that as the course is oriented around self-motivated, independent and self-learning work. This is primarily if a student wishes to replace two of the articles within the reading package or if an unexpected issue not covered within the syllabus is to emerge.
Teaching Period (valid 01.08.2018-31.07.2020):
Retail Futures: IV 2019–20 (spring)
Reading Packages: I, II, III, IV and V (2019-20)
Learning Outcomes (valid 01.08.2018-31.07.2020):
The student learns about an advanced topic related to marketing. The topic varies, and is determined by the instructor. The course may focus on theory, research methods and/or practice.
Content (valid 01.08.2018-31.07.2020):
The content of the course and learning methods vary depending on the instructor in charge. Please refer to the course website for more information.
Details on the course content (applies in this implementation):
This is an independent and self-directed learning experience. Upon the completion of this course, the student will have gained:
-advance knowledge on a contemporary marketing topic of their choosing
-sharper critical thinking skills
-experience in crafting an academic essay
-a deeper understanding of how analytical thinking help in the field of marketing
This course is suitable for anyone who:
-would like to complete the coursework independently and at their own pace
-is genuinely interested and motivated to learn more about a particular marketing-related topic
-is looking for a Master’s Thesis topic
-is willing to learn how to create theoretical frameworks and thematizing concepts
Assessment Methods and Criteria (valid 01.08.2018-31.07.2020):
Please check the syllabus for details
Exam replaced with essay
Elaboration of the evaluation criteria and methods, and acquainting students with the evaluation (applies in this implementation):
The coursework consists of an introductory lecture and independent, self-learning work. During the introductory lecture, students will be introduced with course practicalities and the selection of topics. Once the topic is chosen, each student will be provided with the reading package. Each reading package consists of 15-20 articles. To pass the course, participants will have to read all the articles and submit a final course essay.
Students are free to choose a preferred angle and/or essay objective - there is no right or wrong way to do it. However, please keep in mind that responsible teachers are familiar with all the topics and can easily understand whether students read and reflected on the readings in-depth.
Students may replace two articles within the reading package if necessary. In that case, notify the responsible teacher via email and provide a clear justification for replacement.
List of topics
The critical cutting edge of digital marketing
The dark side of markets
Citizens, consumers and markets in the age of climate change
Critical marketing – marketplace power and consumer resistance
Sharing, access-based and collaborative consumption
Cultural intermediaries in marketing
Race, ethnicity and gender
What is value?
Consumption and time
Multichannel marketing management
Topics are subject to change
A maximum 10-page essay excluding references and appendices, 1.5 spacing, 1” margins, PDF format.
Students are expected to familiarize themselves with the grading rubric for essay writing.
Workload (valid 01.08.2018-31.07.2020):
80-160 h, distribution of workload varies
Please check the syllabus for details on course workload
Exam replaced with essay
Details on calculating the workload (applies in this implementation):
6 credits, 160 hours,
- Reading articles (60 h)
- Writing final essay (100 h)
Study Material (valid 01.08.2018-31.07.2020):
Compulsory and suggested further reading list to be provided by the faculty concerned.
Details on the course materials (applies in this implementation):
Collection of articles assigned
Substitutes for Courses (valid 01.08.2018-31.07.2020):
Course Digital Marketing Management, 23E01000 replaces the course 23E47050 Online Marketing Engineering in the academic year 2018-19.
Reading Package 23E01000 replaces the course 23E47050 Online Marketing Engineering in the academic year 2019-20.
Course Homepage (valid 01.08.2018-31.07.2020):
Prerequisites (valid 01.08.2018-31.07.2020):
Recommended prerequisites: an introductory course in marketing
Grading Scale (valid 01.08.2018-31.07.2020):
Registration for Courses (valid 01.08.2018-31.07.2020):
Registration via WedOodi. Check registration time in WebOodi.
Further Information (valid 01.08.2018-31.07.2020):
Retail Futures (IV): This course is offered to all Aalto School of Business MSc-students. The number of students admitted to the course is restricted to 60. Priority is given to (1) Aalto students studying in MSc Program of Marketing, and (2) other students.
NOTE: Students are required to write own group of priority to further information field of course registration!
Reading Package: The number of students admitted to the course is restricted to 50. Priority is given to Aalto students studying in MSc Program of Marketing.
Additional information for the course (applies in this implementation):
Final Essay: Advice and Practicalities
It is emphasized that there will be very little supervision or guidance for preparing the essays. Students who sign up and take this course are expected to understand the self-guided and self-motivated nature of course completion.
Tips for good academic essay writing:
1. Make sure to reserve enough time for reading articles. Do not attempt to just skim through everything in 15 minutes or so. Take your time to read each article thoroughly.
2. Take notes on each of the articles. While moving further with the readings, make sure to update and refine your notes.
3. Summarize each article, then compare and contrast them. Identify themes that are relevant to all articles or a certain number of them. Utilize two-by-two tables or other visual solutions to help you thematize the articles (or their arguments).
4. Remember the critical voice! Look for inconsistencies, differences, ambiguity, and complication. Reflect on why certain arguments explain similar issues differently and how it can be utilized. Define deeper implications of the author's arguments. Figuring out these issues will help you to develop a clear essay’s objective.
5. Come up with the objective that you would like to discuss in the essay. After reading your objective statement the reader should think: "This essay is going to try to convince me of something. I'm not convinced yet, but I'm interested to see how I might be."
6. Keep your essay’s objective prominent in your introduction. A good place for your objective statement is at the end of an introductory paragraph.
7. Once you come up with a clear objective, think about what might be said against it and reflect on those counterarguments later in the essay.
8. Correctly cite secondary sources – you may use any referencing format as long as you are consistent throughout the essay.
9. Make sure to reserve time to proofread and edit. This will contribute to a more clear and concise essay and help detect any inconsistencies and grammatical errors.
1. Do not present a mere chronological summary of the articles.
2. Do not just present various themes within the articles – identify meaningful connections, compare and contrast the themes across the articles.
3. Remember that essay’s objective should never be vague, combative or confrontational. A good objective is definable, arguable claim. You aim to convince the reader!
4. Essay’s objective should be as clear and specific as possible. Avoid overused, general terms and abstractions.
5. “Critical reflection” does not mean vague declarations of “I like /I do not like /agree with…” Specify your claims and present clear arguments.
6. Do not submit a “wall of text” – make sure that your arguments are clearly structured and form a coherent whole.
Make sure that you are familiar with the best practices of academic essay writing. The link below provides useful information regarding the essay’s structure, argument development, editing, and grammar.
Remember that writing a final course essay is a creative process, where critical thinking assists you in linking various themes together.
Students are expected to cover all the readings in their final essays and show that they gained an in-depth understanding of the topic!
Details on the schedule (applies in this implementation):
Deadline for final essay