23222-D Literature course in Marketing, 5 cr

Advanced studies
Teaching language: 
Course Description: 

This literature course is intended for students who wish to deepen their knowledge in a selected sub-area of marketing theory/discipline. The course consists of several alternative reading packages that cover different areas of marketing. To register to the course, (1) please first see the full list of literature for each reading package by searching for the course's webpage in Moodle and viewing the literature list there. Then (2) register to the course in Weboodi by indicating your reading package choice by entering the name of the reading package and examiner (please see the examiner for the chosen literature package in Moodle, too) in the box ‘Tilläggsuppgifter’/ ’Further information’ (in WebOodi). Registrations will not be valid without this information.

The course can be completed only once with one reading package (i.e., you cannot complete the course twice or more with two or more reading packages). Note also that in addition to this course, only one other course of the code 23222 can be included into your marketing major studies (Additional ones can be included into elective studies, though.)

The course can be taken as part of the study module in Corporate Responsibility.

Learning Goal: 

You have a good understanding of the theories and literature within a selected area of marketing discipline.

After completing the course, you will be able to: 
  • critically analyze a selected body of knowledge in a sub-discipline of marketing
Target Group: 

Hanken degree students and external students taking the Corporate Responsibility Module only.


Bachelor's degree, and passed courses in (a) principles of marketing and (b) consumer behavior.

Total Student Workload: 

134 hours divided into
Scheduled (contact) hours: 0 h
Non-scheduled work: 134 h



Literature and Course Material: 

Choose one reading package from the five options below. Literature listed under each option.

1. Responsible marketing (examiner Pia Polsa)
• About 25 articles to be announced in Moodle.

2. Destination Development, Tourism and Hospitality Marketing (examiner Peter Björk)
• About 25 articles to be announced in Moodle

3. Technology and customer relations (examiner Johanna Gummerus)
• About 25 articles to be announced in Moodle

4. Strategic marketing and innovation (examiner Jaakko Aspara)
• About 25 articles to be announced in Moodle 


Written exam (essay questions) 100 % as 3-hour e-exam 

Equivalent Courses: 

Major subject students in Marketing can include a maximum of two of the self-study courses (23222-A, 23222-B-V, 23222-C or 23222-D) in their major subject studies.

Students who have completed the earlier literature course (8 ECTS, course code 23075) cannot take this course.

Non-degree studies (Open University, JOO and Contract Studies): 

External students taking the Corporate Responsibility module can take this course.