Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


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.


Credits: 6

Schedule: 08.09.2020 - 24.05.2021

Teacher in charge (valid 01.08.2020-31.07.2022): Henri Weijo

Teacher in charge (applies in this implementation): Henri Weijo

Contact information for the course (valid 01.09.2020-21.12.2112):

In case a student needs to get in touch with a teacher an email can be sent to the following email address:


CEFR level (applies in this implementation):

Language of instruction and studies (valid 01.08.2020-31.07.2022):

Teaching language: English

Languages of study attainment: English


  • Valid 01.08.2020-31.07.2022:

    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


  • Applies in this implementation:

    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 01.08.2020-31.07.2022:

    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. To pass the course, participants will have to read all the articles in the reading package 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. 

  • Applies in this implementation:

    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 cutting edge of digital marketing 

    Consumer Culture in the age of algorithms

    Citizens, consumers and markets in the age of climate change 

    Critical marketing – marketplace power and consumer resistance 

    Sharing, access-based and collaborative consumption 

    Circular economies 

    Race, ethnicity and gender 

    Well-being in a digital age

    Value: The most important concept in marketing

    Marketing and the always connected consumer

    Consumer Society in uncertain times: Quarantined Market Podcast

    Topics are subject to change

    Essay format 

    A 10-page essay excluding references and appendices, 1.5 spacing, 1” margins, PDF format.

    Grading Rubric 

    Students are expected to familiarize themselves with the grading rubric for essay writing. 

    Measurable Attributes

    0 -Insufficient



    3 -Good


    5- Excellent

    Specification and justification of the essay’s objectives and/or points of view

    Provides very vague or no specification or justification of the essay’s objectives and/or points of view

    Provides limited specification and justification of the essay’s objectives and/or points of view


    Provides clear specification and justification of the essay’s objectives and/or points of view


    Provides insightful specifications and justifications of the essay’s objectives and/or points of view

    Review of literature

    Reports on assigned literature without connecting it to the essay’s objective, omitting key references

    Reports on all of the assigned literature without connecting it fully to the essay’s objectives



    Reviews all of the assigned literature relevant to the essay’s objective in an appropriate and comprehensive manner



    Demonstrates critical thinking in reviewing all of the assigned literature relevant to the essay’s objectives


    Critical assessment of the content

    Shows no evidence of critical assessment of the content


    Does not go deeply into the critical assessment of the content


    Critically assess the content, personal and general reflections are included



    Critical assessment and abstract ideas are reflected through the use of

    specific details


    Identification of gaps in literature and directions for future research

    No identification of the research gaps or directions for future research

    Provides limited insight into future research directions or literature gaps


    Identifies clear gaps in the literature, provides directions for future research


    Provides novel directions for future research and creatively identifies gaps in the literature

    Academic style, language use, and readability

    Uses non academic style; inaccurate

    language use interferes with reading

    and comprehension; citation format

    not observed, serious grammar and spelling mistakes


    Uses sufficiently appropriate academic

    style; no substantial interference with reading and  comprehension, citation format not always observed, grammar and spelling mistakes


    Uses academic language fluently; minor errors may exist but do not interfere with

    reading and comprehension, some grammar and spelling mistakes



    Meets academic

    writing standards,  citation format consistently observed, no/very minor grammar and spelling mistakes

    Consistency and coherence of the essay

    Text is fragmented and unbalanced; problems with headings, paragraphs, and sections

    Text is not fully balanced; does not really form a coherent whole; some problems with headings and paragraphs and section structure


    Forms a balanced and coherent whole; headings, paragraphs and section structure typically support the overall coherence


    Forms a coherent whole with consistent and explicit internal linkages; has a logical flow of argumentation with neat headings and clearly structured paragraphs and sections.

  • Valid 01.08.2020-31.07.2022:

    6 credits, 160 hours,

    • Reading articles (60 h)
    • Writing final essay (100 h)


Study Material
  • Valid 01.08.2020-31.07.2022:

    Collection of articles assignedby the instructor.

  • Valid 01.08.2020-31.07.2022:

    Recommended prerequisites: an introductory course in marketin

Registration for Courses
  • Valid 01.08.2020-31.07.2022:

    Registration via WedOodi. Check registration time in WebOodi. The number of students admitted to the course is restricted to 50. Priority is given to Aalto students studying in MSc Program of Marketing.

  • 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.


    Some DON’Ts

    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:

    Course Schedule

    Study Period

    Introductory Lecture

    Deadline for final essay

    Period I

    Sept 8th

    Oct 17th

    Period II

    Oct 26th

    Dec 5th

    Period III

    Jan 11th

    Feb 20th

    Period IV

    March 1st

    April 3rd

    Period V

    April 19th

    May 22nd