Data on the course

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721460S Marketing Theory, 6 ECTS cr 
Code 721460S  Validity 01.01.1950 -
Name Marketing Theory  Abbreviation Marketing Theor 
Scope6 ECTS cr   
TypeAdvanced Studies Discipline6313 Marketing 
  Grading1 - 5, pass, fail 
Unit Oulu Business School 

Pauliina Ulkuniemi 

ECTS Credits 

6 credits

Language of instruction 



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

Learning outcomes 

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.

Mode of delivery 

Face-to-face teaching with some online elements

Learning activities and teaching methods 

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

Target group 

Master’s level students in marketing.

Prerequisites and co-requisites 

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

Recommended optional programme components 

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

Recommended or required reading 

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.

Assessment methods and criteria 

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.

Person responsible 

Professor Pauliina Ulkuniemi

Working life cooperation 

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

Other information 

The number of students is limited.


Current and future instruction
Functions Name Type ECTS cr Teacher Schedule
registration period has not begun Marketing Theory  Course  Pauliina Ulkuniemi  15.03.22 -14.04.22

Future examinations
No examinations in WebOodi