Credits: 6

Schedule: 09.09.2019 - 20.10.2019

Teacher in charge (valid 01.08.2018-31.07.2020): 

Alexei Gloukhovtsev

Teaching Period (valid 01.08.2018-31.07.2020): 

I 2018–19 (autumn) Töölö campus
I 2019–20 (autumn) Otaniemi campus

Learning Outcomes (valid 01.08.2018-31.07.2020): 

Digital revolution has shaped and reshaped the current marketing environment. The number of consumers subscribing to online and the mobile services is soaring. Firms can cater to the individual needs of these consumers in real time using personalized services and content using following approaches:

- Use of Interactive Media/Digital Marketing Communications

  • Social Media Marketing
  • Email Marketing
  • Mobile Marketing

- Offering Multichannel Strategies

  • Online or Internet Marketing Channel
  • Online Collaborative Projects

- Use of Search Engine and Display Ads

Digital Marketing speaks to the unique approach of marketing facilitated by the “digital revolution”. The key features of digital marketing are the ability to identify and target each consumer individually, engage in two-way interaction with them, leverage the capability to customize services for each consumer, and influence consumer purchase behavior online. These benefits of digital marketing cannot be realized unless firms integrate digital marketing strategies into their existing businesses and marketing programs. This course will help students in developing, implementing, and analyzing digital marketing strategies for products and services using electronic media.

Content (valid 01.08.2018-31.07.2020): 

Students will learn how to develop, implement, and analyze digital marketing strategies using electronic media. The course will introduce the basic theoretical concepts and some hands-on exercises to operationalize various aspects of digital marketing. Specifically we will focus on understanding digital marketing communications (e.g., emails, blogs, social-media etc.) and multichannel strategies (e.g., online channel, mobile marketing etc.) to leverage the maximum benefits of digital marketing.

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

  • Compulsory Exercises
  • Examinations (40% or less)
  • Group Project


Workload (valid 01.08.2018-31.07.2020): 

6 credits, 160 hours: 
1. Lectures
2. Group exercises
3. Independent Work and Exam Preparation
4. Exam (3 h)

Study Material (valid 01.08.2018-31.07.2020): 

Coursebook: Urban, Glen L (2004) Digital marketing strategy: text and cases. ISBN 0-13-183177-1, not obligatory, (Availability)

A collection of articles indicated by the lecturer

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 60. Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) Aalto students studying in MSc Program of Global Management with focus area in Marketing, (3) CEMS-students, (4) Aalto students studying in IDBM MSc Program, (5) Aalto students studying a MSc minor study package in Marketing, and (6) other students.

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