Studies at University of Oulu 2013-2014

The University of Oulu offers study opportunities with a solid academic foundation ranging from 5-6 year degree programmes and master’s programmes to doctoral training. There are also several possibilities such as open university studies, executive training and continuing education for developing and maintaining skills and competencies.

In addition to a variety of student exchange programmes, international master’s degree programmes in English are offered in six fields of study, making the university an international study environment.

5-6 Year Degree Programmes

MSc (Econ. & Bus. Adm.) in Marketing

Profile of the Degree: 

Marketing discipline is an area of business economics studying the development of customer relationships and their influential factors. By studying marketing you are able to develop expertise on the fundamental marketing issues, familiarize yourself to the logistic operations of firms or gain insight into the significance of digitalization in the global market. Due to the emphasis on strategic outlook marketing education also provides abilities for general managerial tasks of businesses.

Marketing in the new millennium differs in a variety of ways from the prior. The most remarkable changes in the marketing environment such as globalization, digital economy and value creating networks combined with industrial business relationships and networks comprise our department’s focus areas in research as well as in teaching. The innovative marketing section trains industrial marketing professionals for the demanding needs of business life.

We provide teaching based on quality research for instance on industrial customer relationships and digital economy with the occupational aim of training professionals skilled in network relationships and especially customer relationship management. In addition to providing professional skills the educational aim of marketing includes giving eligibility for further studies and expertise to apply research generated knowledge to the management of corporate marketing and customer or network relationships.

Courses Required for the Degree: 

Master’s Degree structure (Bachelor’s Degree required):

Advanced studies in major subject 60 ECTS
Minor subject studies 50-60 ECTS (basic studies in two minor subjects or intermediate studies in one minor subject)

Possible other optional university level studies in order to complete the required 120 ECTS of Master’s Degree

Total: 120 ECTS

Learning Outcomes: 

General Learning Outcomes

  • Analytical thinking and problem solving - students are able to solve business and/or economic problems and make business decisions
  • Business knowledge - our graduates demonstrate in-depth understanding of their own profession, and are able to use, process and analyze economic and/or business information
  • Interdisciplinary knowledge - our graduates are capable of integrating knowledge across business and other scientific disciplines in solving business/economic issues.
  • Global knowledge in business - our graduates are able to manage business activities in a global environment
  • Communication skills - our graduates demonstrate professional oral and written communication knowledge and skills appropriate for business situations

After attaining the Bachelor’s Degree the student is able to

  • apply the basic concepts and theories of  marketing to business life in the areas of business to business marketing, consumer behavior, strategic marketing planning and logistics,
  • apply marketing theories to self-chosen areas of interest
  • conduct research employing scientific research methods
  • assess field related issues analytically taking the operational environments into consideration
  • argue critically and report on business life events
  • communicate verbally and in writing, also in English, taking the target audience into account
  • work as a dependable member in a group
  • identify one’s own requisite areas of development and use a variety of learning and working methods to ensure constant improvement of skills

In addition, after attaining the Master’s Degree the student is able to

  • present novel marketing knowledge for the needs of business life
  • manage marketing operations in one’s working organization
  • analyze managerial issues and practices by applying marketing concepts comprehensively
  • to set goals and work in a self-directive manner to obtain those goals
  • communicate explicitly, critically and analytically using a conceptual mindset.
Arrangements for Recognition of Prior Learning: 
Modes of Study: 

The student studies full-time, corresponding to 60 ECTS credits per year. This equals to 1600 hours of student workload per year. The full degree (180 + 120 ECTS credits) can be completed in two years, after Bachelor of Science in Economics and Business Administration, studying full-time. The studies are carried out mainly as contact teaching. In course units the main learning activities and teaching methods are e.g. lectures, self-study and group work. In the course units often also web-based learning environment is used. Student is able to choose also special course unit with includes on-the-job learning (Firm project in marketing) by practicing project management skills.

Language of Instruction: 

Finnish. English is provided as a teaching language in some course units.

Examination Regulations, Assessment and Grading: 

The degree-related studies can be completed based on the curriculum. This means that the student studies the advanced studies and elective studies the curriculum contains, in accordance with the curriculum. The study units are primarily completed by attending examinations and with written assignments and they are assessed by the person responsible for the study unit. The assessment is often based on the grades of final exams and term papers. Also other assessment criteria are used. Study unit descriptions give more exact information on the assessment of study units. Master’s thesis shall be written as the final work in the degree. A Personal Study Plan PSP is compiled for each student, considering student’s prior learning.

Grading: (The University of Oulu Education Regulations 17§): a numerical scale 0-5 in whole numbers or verbal grading Pass or Fail is used in assessing a completed course. When assessing doctoral dissertations and licentiate’s theses, verbal grading kiittäen hyväksytty (Approved with Distinction), hyväksytty (Approved) tai hylätty (Rejected) can be used. In numerical scale zero stands for fail.

In determining the final grade for a study module, a credit-weighted average is utilized. The grades of Pro Gradu Theses and Diploma Theses shall not be considered when determining the average of advanced studies.  Separate provisions have been laid down for assessing the proficiency in Finnish and Swedish language required in accordance with the Government Decree on University Degrees (794/2004).

Occupational Profiles of Graduates: 

After attaining the Master of Science degree in Economics and Business Administration the student is qualified for management and planning positions. Typical duties include product management, customer relationship management and marketing communication. The titles for graduates in marketing include Marketing Manager, Marketing Planner, Sales Manager, Sales Representative, Product Manager and Project Manager. Scientific research in the area of marketing at the international level is also an interesting prospect that the degree provides.

Access to Further Studies: 

After completing Master of Science degree in Economics and Business Administration the student is eligible to apply for Doctoral level studies.

Graduation Requirements: 

In order to graduate, the student is required to have passed all the courses included in the degree, to have completed the Master’s thesis and the maturity test in acceptable manner and to have handed out the degree certificate request according to the Oulu Business School graduation timetable.

In addition, the student must show the required level of Finnish and Swedish language skills according to Act (424/2003, section 6, subsection 1) and the required level of knowledge in one foreign language to be able to follow the field specific development and work in an international environment (Government Decree on University Degrees 794/2004, Language Proficiency Section 6).

Qualification Requirements and Regulations: 

All education in the University of Oulu is based on the principles of the joint European credit transfer system (ECTS) which facilitates the transparency of education and the recognition of degrees at an international level. All degrees awarded from the University of Oulu are recognised by the Finnish Ministry of Education and Culture.

The degree provides qualification to use the honorary Finnish title of “ekonomi”. The degree provides language proficiency required of personnel in public bodies in Finland, in accordance with the Language Proficiency Section 6.

Government Decree on University Degrees 794/2004, Language Proficiency Section 6: Language proficiency

1. The student must demonstrate in studies included in education for a lower or higher University degree or otherwise that he/she has attained:

(1) proficiency in Finnish and Swedish which is required of civil servants in bilingual public agencies and organizations under Section 6(1) of the Act on the Knowledge of Languages Required of Personnel in Public Bodies (424/2003) and which is necessary for their field; and

(2) skills in at least one foreign language needed to follow developments in the field and to operate in an international environment.

2. The provisions of subsection 1 do not concern a student who has been educated in a language other than Finnish or Swedish or a student who has been educated abroad. The language proficiency of such students shall be determined by the university.

3. For special reasons, the university may either totally or partially exempt a student from the requisite language skills referred to in subsection 1.

Basic information

Level of the Degree: 
Master's Degree
Duration of Studies: 
2 years
ECTS Credits: 
Language of Instruction: 
Graduate Profiles: 
Marketing Manager
Project Manager
Sales Representative
Sales Manager
Product Manager
Location of Instruction: 
+358 (0)294 482980
pauliina.ulkuniemi (at)


Applying Information: 
The degree is part of a five-year degree programme which is applied for through the joint application system at Read more detailed information about admission requirements and applying from The Applicant’s Guide 2013.