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 how the evoluation of digital technology has transformed marketing practice and strategy. Understand the importance of managing the online customer journey and the role of different online marketing channels throughout the journey. Apply the principles of search engine marketing, online advertising, email marketing, social media marketing, and relationship marketing to reach strategic outcomes. Understand the applications and implications of AI, the common criticisms of digital marketing practices, and the critical importance of managing online privacy, both from a marketer and customer perspective.

Credits: 6

Schedule: 06.09.2022 - 20.10.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Alexei Gloukhovtsev

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:

    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.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    Independent exercises (individual and group), Final exam

  • valid for whole curriculum period:

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


Substitutes for Courses
SDG: Sustainable Development Goals

    16 Peace and Justice Strong Institutions


Further Information
  • valid for whole curriculum period:

    Teaching Language : English

    Teaching Period :

    2022-2023 Autumn I
    2023-2024 Autumn I

    Enrollment :

    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) 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.