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Learning outcomes and content

This course considers the relationship between marketing and digitalization by focusing on analyzing how digitalization shapes markets and consumption now and in the near future. In terms of markets, we will investigate how digitalization alters the traditional and creates entirely new market activities and processes. We will also discuss potential agential consequences in the markets, transformation of the objects of exchange and changes in market settings. In terms of consumption, we will discuss the consequences for sites and processes, subjects, and objects of consumption. Understanding that implications of digitalization are nuanced and textured, instead of solely focusing on the positive, commercially favorable consequences, we will critically examine and debate the wider implications for individuals, organizations, and society. Therefore, the course also touches upon the role of ethics in marketing.

After the course, students will be able to:

ILO1.    Identify different digitalization trends which are influencing markets and consumption in various industry contexts.

ILO2.    Analyze how digitalization affects markets now and in the near future.

ILO3.    Analyze how digitalization affects consumption now and in the near future.

ILO4.    Critically evaluate the consequences of digitalization for individuals, organizations, and society.

ILO5.    Propose actionable insights into the future of markets and consumption.

ILO6.    Integrate relevant information from various sources to create persuasive arguments.

Teacher

Petra Paasonen 

Study material

Materials used during the course include:
-    Selection of academic journal articles
-    Books, magazine articles and videos on relevant topics
-    Lecture slides and other material prepared by the instructor(s)

The full list of readings detailing which texts correspond to each course theme (lecture) will be available in the beginning of the course. Reading the articles for each class is considered mandatory. You are expected to familiarize with the articles and apply the relevant theories in your assignments.

Online learning environment for the course & Activating Aalto ID

MyCourses online learning environment is a tool for both students and teachers for communication and managing everyday course work. You need an Aalto User ID to log in to the course's MyCourses workspace and participate in teaching. You can activate your Aalto User ID the day after the registration and you should activate it no later than the day before the start of the course.
Instructions for activating your Aalto user IDDigital workspace of the course:

More details on completing the course will be available at MyCourses closer to the start of the course.

Workload

6 credits: 160 hours

Prerequisites

Basics in marketing is highly recommended.

Evaluation

The course is evaluated on the grading scale (0-5). Passing the course requires completing assignments 1, 2, and 3, and obtaining at least 50% of the maximum score. Assignment instructions will be available in the beginning of the course.

Additional +1p will be added for accepted grades for those who will hand in the course feedback survey at the end of the course.

Teaching time and location

Preliminary schedule, some changes may occur. This is an online course; the lectures will be organized on Zoom. Lectures won’t be recorded, participation is expected. 

Registration and course fee

Registration for Open University courses is done via the link below: 

Registration for this course starts on 3.6.2025 at 9.00  
Registration for this course ends on 24.7.2025 at 23.59

It is not possible to register before the registration period has started or after it has ended.

The course fee is paid upon registration for each course at a time and it is binding. Familiarize yourself with registration and payment rules as well as other guidelines for students:
Registration, payments and rules

If you are an attending degree student at Aalto University, it is possible for you to complete this course for free of charge during summer 2025. Registration is done normally in Sisu. Please make sure that you have the correct course code in your study plan before registering to the course. You can check the course code from the top of this page.

Instructions for course registration (for Aalto degree students)

Read more about Aalto University's summer studies:
Summer studies

For this course, free spots are available for Aalto University staff. Staff registration is open from 3. - 14. March via . A total of 5 spots are reserved for staff.

Registration begins on March 3rd at 9:00 a.m. via the

For more information on registration, visit the HR service page:
Lifewide Learning Study Offering for Staff

The number of participants is limited to 40. 
This course is organized by the Aalto University Open University.

Access Token on Aalto University Campus

To be able to enter campus premises and classrooms you need the student access token of Aalto University. You can get the student access token from campus lobby services. The access token need to be activated with your Aalto account and password before you can use it. Please, arrive the campus well in advance before your first class so that you can make the access token work. Please, see the instructions how to get and activate the access token: How to get an access tokenOtaniemi Campus, Espoo: Campus map

Individual study arrangements

If you need individual study arrangements in order to attend a course, contact the Open University in good time, at least 14 days before the start date of the course or the examination date. Further information and instructions for applying  individual study arrangements can be found here:
Individual study arrangements at Open University