Opintojakson tiedot

Näytä opetus ja tentit
721460S Marketing Theory, 6 op 
Tunniste 721460S  Voimassaolo 01.01.1950 -
Nimi Marketing Theory  Lyhenne Marketing Theor 
Laajuus6 op   
OpiskelumuotoSyventävät opinnot Oppiaine6313 Markkinointi 
  Arvostelu1 - 5, hyv, hyl 
Vastuuyksikkö Oulun yliopiston kauppakorkeakoulu 

Pauliina Ulkuniemi 


6 credits




Period 4. It is recommended to complete the course at the 1st spring semester, before the Master’s Thesis seminar


Upon completion of the course, students can compare different schools of marketing thought, classify studies into the schools, and explain the consequences of such fragmentation to marketing scholars. Students can choose a theoretical starting point and argue for the choices in their research. Students are also able to act professionally in teams, express their ideas analytically and effectively both in written and oral form.


During the course e.g. the following issues will be dealt with: ways of classifying schools of marketing thought, a closer look at one classification, implications of the variety schools of thought, a closer look at origins of a few schools, how to make a theoretical contribution and to assess the research outlets and aims.


Face-to-face teaching with some online elements.


24 contact teaching, 42h teamwork, independent reading of the textbooks (94 h).


Master’s level students in marketing.


Students need to have completed minimum of 30 ECTS in marketing master level courses to complete the course.

Yhteydet muihin opintojaksoihin 

The course is an independent entity and does not require additional studies carried out at the same time.


Baker M.J. & Saren, M. (2016) Marketing Theory AND The SAGE Handbook of Marketing Theory, Ed. by Maclaran, P., Stern, B., Saren, M. & Tadajewski, M. (2009 or newer). See further instructions from detailed course description on Noppa.

Suoritustavat ja arviointikriteerit 

Home exam including oral exam in pairs (50 %), groupwork (25 %), individual reflection report (25 %). See further instructions from detailed course description on Noppa.


The course utilizes a numerical grading scale 1-5. In the numerical scale zero stands for a fail.


Professor Pauliina Ulkuniemi


The course contains practicing team work skills. The students also write a blog text or prepare a video.


The number of students is limited.


Meneillään oleva ja tuleva opetus
Toiminnot Nimi Tyyppi op Opettaja Aikataulu
ilmoittautumisaika ei ole alkanut Marketing Theory  Opintojakso  Pauliina Ulkuniemi  15.03.22 -14.04.22

Tulevat tentit
Ei tenttejä WebOodissa