This bachelor course is recommended for second year bachelor students. Students who have already received credits (in-course or transferred) at Hanken for the Elements of AI MOOC cannot take this course.

In order to evaluate the implications of digitalisation on society and to study its effect on consumers and companies from a variety of marketing perspectives (e.g., responsible marketing, branding, advertising, consumer behaviour, service strategy, and innovation), you need to understand how digital marketing is evolving as well as how it is applied in practice today. Many students get their first jobs within social media marketing and they are expected to have basic knowledge of modern digital marketing technologies. This course is an answer to students’ call for getting recognition for gaining these skills.

The course provides basic knowledge of AI and digital marketing, as well as insights into state-of-the-art marketing research on these topics. It combines international MOOCs and scholarly articles with in-course assignments. 

All parts of the course can be completed by distance learning. The course includes lectures, online videos, and Moodle assignments. It is compulsory to attend the introductory lesson and to carefully read the instructions. This Moodle page and schedule will open by March 2021. You will receive an Oodi email with the Moodle key when the pages are ready to launch. We look forward to seeing you in the course!

All course inquiries will be answered by Valeria Penttinen ( Before sending your question, read all instructions.

Syllabus 25.02.21.pdfSyllabus 25.02.21.pdf

Artificial Intelligence (AI) is a hot topic in society and science. People will expect you to have basic understanding of it and its limitations and consequences, regardless of which business you will work in. It is a novel and expanding field, get your introductory knowledge early! AI will, whether you like it or not, affect your future and the future of all kinds of business operations. As a marketer, you need a broad understanding of AI implications, also beyond the immediate implications for the marketing domain.

This course gives you an overview of artificial intelligence, its use and relevance for marketers and marketing research. It encourages you to critically reflect on existing knowledge, on the positive and negative consequences of AI for businesses and consumers, and on what it all means for you as a future decision maker. The course tests your ability to combine knowledge from different sources and to critically express and discuss in writing what we know, do not know, and need to know about AI in a marketing context. The course introduces you to current topics and applications of AI in marketing. You are encouraged to seek up other current materials (documentaries, books) and to reflect also on the variety of negative consequences of AI for society and the sphere of marketing.

This is a self-study course, for master students of marketing, where you set your own deadlines and goals. You need to have the motivation to learn by yourself, studying the materials, seeking other sources if you do not understand something, and leaving time for reflection. In order to make it possible for all marketing students to take this course year round, there are no lectures  (=self-study).

In order to relate existing AI literature to the field, you need broad knowledge of existing research areas in marketing (see course description in Oodi). The assignment and e-exam require you to connect the different materials (book, articles, other resources) to your existing knowledge of marketing and consumer behavior, and to reflect in a many-sided way not only on what is, but what could be, or should be, considered when applying AI to marketing.This is an advanced course, which requires that you have good insights in marketing, spanning different aspects of the field. These prerequisites in marketing will not be checked. We expect master students in marketing to have the necessary knowledge. If you are not majoring in marketing, it is up you to decide if you are prepared to take on the intellectual challenge of, among other things, writing a formal research proposal in marketing..

The course consists of a massive open online course (MOOC), an assignment, quiz, and home exam.

There is currently no Moodle key. Please acquaint yourself with the material and instructions!

Updated syllabus.pdfUpdated syllabus.pdf