Master's studies in Marketing

What you will learn

The marketing major studies focus on the role of marketing in different types of organizations and how marketing can be used strategically and as a tool for competing in markets. The programme equips students with the skills, tools, and academic frameworks for working in top marketing positions in companies. The studies offer knowledge of rigorous marketing research, evaluating marketing strategies and outcomes, and using marketing responsibly.

Studying marketing gives you the opportunity to:

• widen and deepen your interest in key areas like customer experience, service, branding, sales, innovation, responsible marketing or consumer psychology.
• develop a deep understanding of marketing’s strategic role in driving business success and societal change.
• unwrap consumer and employee behaviour through state-of-the-art academic knowledge, challenging company-based assignments and your own master's thesis research.

Available courses

The Master’s level studies include courses such as Responsible Marketing, Consumer Psychology, and various strategy-focused courses like Transformative Service Strategies: Project Course, Customer-Driven Service Strategy, and Strategic Sales Management.

The programme has a three-part structure:

• 90 ECTS are dedicated to programme-tied studies where you immerse yourself in the subject marketing. These studies include research methods and a thesis.
• A minimum of one language course (5 ECTS) is included in the programme.
• The remaining 24 ECTS can be chosen freely from the wide selection of courses that Hanken has to offer.

Examples of courses for the Master’s program are listed below. Please note that there’s a different course offering at the Helsinki campus (first picture) and the Vaasa campus (second picture). 

The course offering for Master level studies in Marketing in Helsinki

The course offering for Master level studies in Marketing in Vaasa