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 understands the strategic role of marketing and marketing-related business processes in the context of a firm s business model. The student is familiar with conceptual tools for driving strategic marketing excellence, developing successful marketing strategies and assessing marketing s contribution to company performance.

Credits: 6

Schedule: 11.01.2022 - 22.02.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Sanna-Katriina Asikainen

Contact information for the course (applies in this implementation):

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    Marketing as a strategic management issue, market-oriented strategies, marketing performance measurement and analytics, competitive actions and dynamics, dynamic capabilities, marketing s role in innovation and organizational renewal.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    Grading is based on course assignments (50%) and an exam (50%).

    Lectures are interactive. The sessions combine in-depth theoretical discussions with applied 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. 


    Spring 2021: Grading is based on course assignments (80%) and an exam (20%).

  • valid for whole curriculum period:

    6 credits, 160 hours:

    • In-class: 24 h
    • Out-class: 133 h
    • Exam: 3 h


Study Material
  • valid for whole curriculum period:

    A collection of articles assigned by the lecturers.

Substitutes for Courses
SDG: Sustainable Development Goals

    8 Decent Work and Economic Growth

    9 Industry, Innovation and Infrastructure


Further Information
  • valid for whole curriculum period:

    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-students, (3) BIZ exchange students, (4) Aalto BIZ B.Sc. students with 150 credits, (5) other BIZ students.

    Teaching Period:

    2020-2021 Spring III

    2021-2022 Spring III

    Course Homepage:

    Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu ( instead of WebOodi.

    Check registration time in Sisu.