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Course information

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.

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.

Please see the preliminary information about course assignments and grading.

Teaching time and location

This is an online course; the lectures will be organized on Zoom. Lectures won’t be recorded. Please see the preliminary schedule from table below. Please note that some changes to topics and deadlines may occur. 

Further information

Equivalences to other courses: AMARK-E0046 Digitalisation of Markets and Consumption
 

Online learning environment for the course  

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.

Digital workspace of the course:
MyCourses (link will be updated later)

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

Registration and course fee

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

Registration for this course starts on 23.3.2026 at 9.00  
Registration for this course ends on 28.4.2026 at 23.59

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

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 2026. 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 16 February to 28 February via Webropol. A total of 2 spots are reserved for staff.

Registration begins on February 16 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.

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

Activating Aalto ID and Multifactor Authentication

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 ID

Once you have activated your Aalto user ID, also enable multifactor authentication. Some of Aalto University's services require multifactor authentication.

Instructions for using Multifactor Authentication