Credits: 6

Schedule: 29.06.2020 - 31.07.2020

Teacher in charge (valid 01.08.2018-31.07.2020): 

Martinius Wetzels

Teaching Period (valid 01.08.2018-31.07.2020): 

IV 2018–19 (spring) Otaniemi campus
summer 2020 Otaniemi campus, 2-week intensive course between 29 June-10 2020

Learning Outcomes (valid 01.08.2018-31.07.2020): 

The learning outcomes for this course can be summarized as follows:

  • Obtain a firm grasp of the implications of the changing nature of the digital environment (“digital disruption”) for marketing and business strategies that we are currently facing;
  • Understand the basic principles of digital marketing, and planning, developing, implementing and evaluating effective digital marketing strategies;
  • Familiarize themselves with the key challenges for the development, planning, implementation and evaluation of digital marketing strategies;
  • Apply tools and frameworks for planning, developing, implementing and evaluation of digital marketing strategies.

Content (valid 01.08.2018-31.07.2020): 

The proliferation of the Internet and related innovative digital technologies, such as mobile, “big” data, sensors, social media and user-generated content (UGC) have a profound effect on marketing theory and practice. The changing strategic context will fundamentally transform marketing as we know it and as a result new paradigms will have to be developed to take account of marketing activities in the upcoming electronic age. This course will focus on providing an in-depth understanding of the development and planning of effective digital marketing strategies, their implementation and evaluation particularly in terms of their impact on firm performance. Theoretical insights will be applied hands-on to practical business cases. The course will use a mix of educational formats to achieve the course objectives: lectures, tutorials, paper presentations, assignments, (mini) cases, (group) projects.

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

Participation (20%)
Individual assignments (20 %)
Group assignment (40 %)
Exam/final paper (20%)

Lectures are highly interactive. The sessions combine in-depth theoretical discussions with concrete business cases, which help the students learn how to put state-of-the-art theories into practical use. The students are required to make preparations for each session and are assumed to actively participate in the classroom discussions. In addition, the students will be assigned both individual and group assignments.

Workload (valid 01.08.2018-31.07.2020): 

6 credits, 160 hours:

  • Lectures (compulsory) (20 h)
  • Reading articles (48 h)
  • Individual assignments (40 h)
  • Group assignment (52 h)

Study Material (valid 01.08.2018-31.07.2020): 

Reader with a collection of articles assigned by the lecturers.

Textbook: Hanlon, A. (2019). Digital marketing: strategic planning & integration. SAGE Publications Limited.

Substitutes for Courses (valid 01.08.2018-31.07.2020): 

Replaces courses 23E21090 Markkinastrategia ja kilpailuosaaminen, 23E21000 Strategic Marketing and Company Performance, 23E23000 Marketing Strategy and Competitive Advantage and 23D590 Markkinastrategia ja kilpailuosaaminen.

Course Homepage (valid 01.08.2018-31.07.2020):

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.

NOTE: Mention your group of priority upon registration.

Further Information (valid 01.08.2018-31.07.2020): 

The number of students admitted to the course is restricted to 50. Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) CEMS-studens, (3) Aalto students studying in MSc Program of Strategy, (4) Aalto students studying a MSc Minor in Strategic Marketing. Priority is also given to students who haven’t completed the course (or registered for the course) before.

NOTE: Students are required to write own group of priority to further information field of course registration!


Registration and further information