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.


Understand the role of different online marketing channels throughout the customer journey. Apply the principles of search engine marketing, online advertising, email marketing, social media marketing, and relationship marketing to reach strategic outcomes. Understand the critical importance of managing online privacy, both from a marketer s and a customer s perspective.

Credits: 6

Schedule: 28.02.2022 - 14.04.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Antti Vassinen

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

Antti Vassinen

Liao Jiancai

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:

    Recent studies suggest that almost 60% of new marketing jobs are in digital marketing. In this course, students will gain an understanding of the practical skills necessary to succeed in the online marketplace. This course will also teach students to think strategically about digital marketing, and how to develop, implement, and analyze digital marketing strategies using electronic media.

  • applies in this implementation

    The lecture content this spring includes a roster of guest speakers from the digital marketing industry.

    The dates and speakers will be released as soon as confirmed:

    • Social media
    • Digital analytics
    • Digital brand marketing
    • E-commerce
    • Games and mobile applications
    • FMCG and campaigns
    • Advertising and digital media 
    • Public & non-profit approaches

Assessment Methods and Criteria
  • valid for whole curriculum period:

    • Independent exercises (individual and group)
    • Final exam


  • applies in this implementation

    The evaluation comprises individual work, group work, and participation in discussion.

    1. ARTICLE SUMMARIES – Summaries of five journal articles set by the lecturer (pass/fail; 20 h)

    Articles and instructions will be given on first lecture.

    2. TAKE-HOME EXAM – Five essays applying said theory and lecture to real-world examples (40% of grade; 50 h inc. exam 3 h)

    Reflections on how the frameworks and ideas covered in the lectures, as well as the journal articles apply to specific examples of digital marketing that you encounter in real life.

    Deliver five essays, maximum five A4 pages each, plus screenshots or images where applicable. Standard formatting, each essay in its own PDF file. Please use an informative file name such as Firstname_Lastname_Essay_1.pdf.

    Due: exam days. Note that completing this work requires much more time than just the exam time slot.

    3. STRATEGY PROJECT – Group project in teams of two (60% of grade; 72 h)

    In groups of two, you will develop a digital marketing strategy for a fictional entity of your own creation (e.g., a company, non-profit organization, university, political candidate, etc.). The assignment should consider the entire range of digital marketing tools, practices, and actors covered in the lectures and readings, supplemented by your own research.

    Deliver (a) a free-form management presentation deck to convincingly explain your strategy, reasoning, and relevant background (single PDF file), and (b) a 10-minute video clip summarizing the proposal. Please mind that all materials will be shared among the group for peer feedback.

    Presentation due 06.04.22, peer feedback due 14.04.22. 

    Further information will be given when the spring course begins.

    4. ACTIVE PARTICIPATION (lectures 18 h; rounds your grade up and necessary for 5/5)

    Participation means that you are actively engaged in the course. Come to the lectures prepared, having read any assigned reading. Participate in class discussions, ask questions if you don’t understand something, answer others’ questions, comment on or debate the material if you disagree with what is presented. We will likely have a mix of students with no prior experience in digital marketing, and those who have worked in the field. All questions and stories are welcome and encouraged!

    You may also submit your questions and reflections on the lecture material via email after the lecture. I do not expect every student to have something to say in every class. However, a good rule of thumb is that by the end of the course, I should be able to recall your name when thinking of students who took the course.

  • valid for whole curriculum period:

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


Study Material
  • valid for whole curriculum period:

    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

  • applies in this implementation

    The course book (Urban) listed here is outdated and not necessary.

    The actual readings will be given as the course begins.

Substitutes for Courses
SDG: Sustainable Development Goals

    10 Reduced Inequality

    16 Peace and Justice Strong Institutions


Further Information
  • valid for whole curriculum period:

    Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) Information and Service Management MSc-program, (3) CEMS-students, (4) BIZ exchange students, (5) Aalto BIZ B.Sc. students with 150 credits, (6) other BIZ students.

    Teaching Period:

    2020-2021 Autumn I

    2021-2022 Autumn I

    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.

Details on the schedule
  • applies in this implementation



    Mon 28.02.21 14:15-15:45

    Course intro and practicalities

    Wed 2.03.21 14:15-15:45

    General overview

    Mon 07.03.21 14:15-15:45

    Industry lecture 1

    Wed 09.03.21 14:15-15:45

    Industry lecture 2

    Mon 14.03.21 14:15-15:45

    Industry lecture 3

    Wed 16.03.21 14:15-15:45

    Industry lecture 4

    Mon 21.03.21 14:15-15:45

    Industry lecture 5

    Wed 23.03.21 14:15-15:45

    Industry lecture 6

    Mon 28.03.21 14:15-15:45

    Industry lecture 7

    Wed 30.03.21 14:15-15:45

    Industry lecture 8

    Mon 04.06.21 14:15-15:45

    Coursework Q&A

    Wed 06.04.21 14:15-15:45

    Course wrap-up

    Most lecture sessions will feature a guest speaker from the digital marketing industry. The order and topics may change. Attendance to all is highly recommended, as they will be useful far beyond the requirements of the course syllabus.