Studies at University of Oulu 2016-2017

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

Marketing, Master of Science (Economics and Business Administration), 120 ECTS Credits

Profile of the Degree: 

Marketing as research at the AACSB -accredited Oulu Business School studies markets, including exchange of value, long-term customer and partner relationships, and factors influencing the functioning of markets. Marketing education develops your expertise in the fundamentals of marketing, such as campaign design or branding. Moreover, you can familiarize yourself in organizational buying behavior, logistics and digitalization of business within changing global markets.

Marketing practice has a strategic nature and hence marketing education gives you capabilities to succeed in strategic management also at international level. Our professional focus lies in customer and network relationship management, but marketing education in the Oulu Business School equips you also with abilities to enter into doctoral education and to apply scientific knowledge in the practice of marketing at any organization.

The changes in the marketing environment such as globalization, digital economy, servitization, and value creating networks combined with business relationships and networks comprise our department’s focus areas in research as well as in teaching. The education we provide is based on high quality research and active co-operation with local enterprises and organizations. Studying at the Oulu Business School is free and public (based on the Finnish legislation, Universities Act 2009/558 8§).

Courses Required for the Degree: 

The studies for the Master of Sci (Econ. & Bus. Admin.) in Marketing consists of four modules, each 30 ECTS. The modules are scheduled to be taken in four semesters / two years (total of 120 ECTS). Module 1 is about discovering the fundamentals of marketing, such as consumer behavior, sales and customer & supplier relationship management as well as digital marketing. The following module builds upon this grounding and enriches your marketing skills. Here you build your knowledge of business networks, brand management, business intelligence, international business, and the nature of marketing as a research area. During the second study year, module 3 will advance your knowledge on business research methods, service and supply chain management as well as on how to build sustainable and responsible business. During the final 4th module, you differentiate your skills in individual research project, the Master’s thesis. Oftentimes thesis involve either direct business connections, or as a part of a larger research project being conducted at the department.

In addition to providing professional skills the educational aim of marketing includes giving eligibility for doctoral studies and expertise to apply research generated knowledge to the management of corporate marketing and customer or network relationships.

Learning Outcomes: 

General Learning Outcomes:

  • Analytical thinking and problem solving – our graduates are able to solve business and/or economic problems and make business decisions.
  • Disciplinary knowledge – our graduates demonstrate deep and coherent understanding of an academic field of study.
  • Business knowledge - our graduates demonstrate deep understanding of their own profession, and are able to use, process and analyze economic and/or business information.
  • Globally responsible leadership – our graduates are able to act as future generators of sustainable value for business and society.
  • Communication skills - our graduates demonstrate professional oral and written communication knowledge and skills appropriate for business situations.

Learning Outcomes in the Degree:

After attaining the Master’s Degree the student is able to produce novel marketing knowledge for the needs of businesses and organizations, manage marketing operations in one’s working organization, analyze managerial issues and practices by applying marketing concepts, to set goals and work to obtain those goals, and to communicate explicitly, critically and analytically using a conceptual mindset. The student is willing to continue her/his learning also in the future.

Arrangements for Recognition of Prior Learning: 

The recognition of prior learning follows the main principles as defined by the University of Oulu.

Recognition of Prior Learning (RPL) in the University of Oulu Oulu Business School’s instructions for recognition of previous studies towards Bachelor’s or Master’s degree (in Finnish)

Modes of Study and Teaching: 

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. Studies can include also an on-the-job learning period as a study unit.

Language of Instruction: 

Finnish and English. The master level courses are instructed mainly in English, though study attainments can be completed also in Finnish.

Examination Regulations, Assessment and Grading: 

The degree-related studies can be completed based on the curriculum. This means that the student studies the basic studies, intermediate 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/or term papers. Also other assessment criteria are used. Study unit descriptions give more exact information on the assessment of study units. Bachelor’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. In numerical scale zero stands for fail.

In determining the final grade for a study module, a credit-weighted average is utilized. 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 MSc. degree in Marketing you will be qualified for management and planning positions. Typical first duties include product management, customer relationship management and marketing communication. The titles for graduates in marketing include Account Manager, Customer Service Manager, Marketing Manager, Marketing Planner, Sales Manager, Sales Representative, Product Manager and Project Manager.

For the most talented ones, scientific research in the area of marketing at the international level is 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 and Final Project: 

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: 
120 ECTS Credits
Language of Instruction: 
Finnish and English
Graduate Profiles: 
Account Manager
Customer Service Manager
Marketing Manager
Marketing Planner
Sales Manager
Location of Instruction: 
+358 (0)294 487784
sinikka.moilanen (at)


Applying Information: 
The degree is part of a five-year degree programme which is applied for through the