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 consequences of technological and digital innovation in marketing.
• Understand and be able to develop effective marketing strategies to exploit at best technological innovations.
• Learn the concept of Artificial Intelligence and its implementation in marketing
• Use critical thinking to understand the possible downsides of technological innovation

Credits: 6

Schedule: 24.04.2023 - 31.05.2023

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Anastasia Nanni

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:

    This course has the scope to guide the students through the evolution of technological innovation in marketing focusing on service. We will examine how companies exploit technology, and in particular Artificial Intelligence, to reach and engage customers. Specifically, we will explore how the implementation of technological innovations in different marketing aspects (e.g., retail, product, communication) can impact consumers perceptions and behaviors. The goal for the course is to equip you with the necessary knowledge to understand the possible consequences of technology implementation. By the end of the course, you should be able to use your critical thinking to evaluate, manage and assess technology implementation in marketing.
    Content summary:

    • Evolution of technology in marketing
    • Digitalization of Product:From physical product to digital

    • Sharing Economy
    • Augmented Reality

    • Digitalization of Place: From physical store to virtual store:

    • e-commerce
    • Virtual Reality

    • Digitalization of Promotion: From physical adv to digital

    • Social media
    • WoM

    • Artificial Intelligence
    • Application of AI:

    • Search engine marketing
    • Natural Language Process

    • Downsides of technology

Assessment Methods and Criteria
  • valid for whole curriculum period:

    Students will be evaluated based on an individual assignment (composed by three parts).

  • valid for whole curriculum period:

    • Face-to face classes
    • Individual Assignment
    The students will attend the classes in which the instructors shows them theories and practical examples.


Study Material
  • valid for whole curriculum period:

    Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155-172.

    Marinova, D., de Ruyter, K., Huang, M. H., Meuter, M. L., & Challagalla, G. (2017). Getting smart: Learning from technology-empowered frontline interactions. Journal of Service Research, 20(1), 29-42.

    Nanni, A. & Ordanini A. (2022) «Technology in Service» in «The Palgrave Handbook of Service Management» Edvardsson and Tronvoll, Palgrave Macmillan Cham

    Others: TBD

Substitutes for Courses
SDG: Sustainable Development Goals

    8 Decent Work and Economic Growth


Further Information
  • valid for whole curriculum period:

    Teaching Language : English

    Teaching Period : 2022-2023 Spring IV and V
    2023-2024 Spring IV and V

    Sustainable Development Goals is specifically 8.2: Achieve higher levels of economic productivity through diversification, technological upgrading and innovation, including through a focus on high-value added and labour-intensive sectors.

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