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.


Students understand how markets, marketing, and consumer behavior are both influenced by and shape social structures and systems. Students are able to recognize various ethical dilemmas that may arise in everyday consumer behavior and marketing practice, and are able to critically reflect on the marketing activities of corporate, public, political, and non-governmental organizations. Students understand how marketing principles can be used outside the domain of commerce to foster individual and societal wellbeing. Students are able to apply the above knowledge when developing marketing strategies and engaging in marketing activities, helping their organization create equitable relationships with clients, customers, and society.

Credits: 6

Schedule: 22.04.2024 - 29.05.2024

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:

    Most marketing courses focus on providing managerially relevant skills and insights, leaving little room for discussing the broader societal implications of marketing practice and consumer behavior. This course foregrounds these implications. The goal of the course is to examine the many taken-for-granted assumptions that underpin mainstream marketing theory and practice. We will cover topics such as the history of marketing thought, the role of regulations in the marketplace, marketplace access, and the implicit politics of sustainable and social marketing.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    The course grade will be based on individual and group assignments, and also influenced by active course participation in and outside of class.

  • valid for whole curriculum period:

    6 credits, 160 hours: Lectures (24 h) Independent reading and reflection, online interaction outside of class, individual and group assignments (136 h)


Study Material
  • valid for whole curriculum period:

    A collection of articles assigned by the lecturer.

Substitutes for Courses


Further Information
  • valid for whole curriculum period:

    Teaching Language : English

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

    Enrollment :

    The number of students admitted to the course is restricted to 60.

    Registered students will be prioritized in the following order: (1) Aalto MSc students studying in the Marketing program, (2) Aalto BSc studying in the Specialization of Marketing with 150 cr competed, (3) BIZ exchange students, (4) other BIZ students