Advertising is continually changing. As society changes, so do the many ways in which brands can communicate with their consumers. In this course we specifically look at advertising that targets consumers (B2C) and analyze it from a theoretical and managerial point of view. Topics include new media and technology in advertising, stereotypes and influencer advertising, co-creation, sustainability, and social effects of advertising.

The course will bring your knowledge of these topics up to the forefront of current advertising research. The course literature consists of research articles that need to be read before the lessons. The course includes guest lectures and in-class workshops. The purpose of these elements is to provide an illustration of how advertising challenges are tackled in business, as well as to put theoretical knowledge into practice.

The course can be taken by students from both Helsinki and Vaasa.


“Think global, act local” is an often-heard statement. But how can you act local if you are not aware of the local culture, how it affects consumer behaviour, how to adapt to and be respectful of local contexts? In this course, you will learn about international diversity in consumer behaviour and marketing management, and you will learn to analyse various contexts in which this understanding is helpful.

This is a self-study course which means that the student takes full responsibility for reading the instructions given, finding the assigned literature, following through on assignments and performing the digital exam. The role of the course teacher is not to give personal guidance to the student. The course requires previous knowledge of basics in marketing and skills to work independently on different tasks.

As a self-learning course, the course tests your ability to think about and reflect on your learning, to set your own deadlines and goals, and to be motivated to learn by self-studying. The course can be taken only in period 1 or 4.

Syllabus Marketing across Cultures 2021_2022.pdfSyllabus Marketing across Cultures 2021_2022.pdf

This course focuses on internal and external concepts in consumer psychology. During the course, you will learn about current research on consumer behavior from a consumer psychology perspective. You will learn about consumer perceptions, how consumers are influenced by external factors, how companies use such influence to their advantage, and to analyse the ethicality of such influences.

This is an intensive course that requires your full attention during August.

The course can be taken as part of the study module in Corporate Responsibility.

The course is intended for master's students. In addition, bachelor's students at the end phase of their studies may be admitted (those graduating soon, this will controlled for based on study records). 


Artificial Intelligence (AI) is a hot topic in society and science. People will expect you to have basic understandings 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 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's students of marketing. You need to have the motivation to learn by yourself, study the materials, seek other sources if you do not understand something, and leaving time for reflection.

In order to relate existing AI literature to the field, you need broad knowledge of existing research in marketing. The assignments and exams 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. It is an advanced course, which requires that you have good insights in marketing, spanning different aspects of the field.

The course  pre-requisite is for you to have passed the Elements of AI MOOC (, which is no longer included in the credits of this course. The course consists of Moodle exams and assignments.

A syllabus is attached. The Moodle key will be sent to all signed-up and accepted students by August 2.

Please acquaint yourself with the material and instructions!

Syllabus Artificial Intelligence in Marketing 2021-2022.pdfSyllabus Artificial Intelligence in Marketing 2021-2022.pdfTime table SP1-P1 2021.pdfTime table SP1-P1 2021.pdf

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.

Instructions on how to get 2cr post-hoc for AI MOOC.pdfInstructions on how to get 2cr post-hoc for AI MOOC.pdfSyllabus 25.02.21.pdfSyllabus 25.02.21.pdf