Digital Marketing and Analytics is a master’s degree programme for those who want to combine business and market knowledge with digitalisation. Digitalisation provides tremendous opportunities for companies to succeed, but success requires unique skills and knowledge. This is exactly what our programme offers you: the capability to help organisations improve their understanding of the markets they operate in and how consumers of today behave in the digitalised environment.
The programme teaches you how this information can be converted into marketing campaigns and business success. By emphasising the core themes of digital marketing, data analytics, platform economy, sensory marketing, and customer behaviour, the programme provides a path to become a key player in the world of digital transformation.
Digital Marketing and Analytics is a two-year master's degree programme that combines state-of-the-art academic research and practitioner insights into teaching. The programme is designed for students who wish to develop well-informed marketing insights based on relevant and meaningful data.
The programme offers numerous career opportunities: in addition to more traditional marketing managers and digital marketers, our graduates become system designers, data analysts, researchers, consultants, entrepreneurs, and other business experts globally. In addition, the programme offers excellent capabilities for an academic career and the opportunity to continue studies for a doctoral degree. Students who successfully complete the programme will be awarded a master's degree in economics and business administration.
Give yourself a competitive edge in the increasingly digitalising climate of business. Read more about the studies and the application process below.
You are welcome to join our Digital Marketing and Analytics team!
For instructions on how to apply and a direct link to the application form on Studyinfo, please scroll down. The application period is open until 18 January 2023.
Key information
- Level of degree: Master's degree
- Programme duration: 2 years / 120 ECTS credits
- Language of instruction: English
- Next application period: 4.1.2023-18.1.2023
- Programme start: September 2023
- Tuition fee: EU/EEA nationals no tuition fee; non-EU/EEA nationals 8,000 €/academic year
- Tuition waivers available for everyone
- Study campus: Joensuu & Kuopio
Why study with us?
- A variety of teaching methods guarantees a vibrant, challenging, and motivating learning environment.
- You will be taught by internationally recognised scholars with state-of-the-art research findings enriched by business managers with concrete, real-life business examples.
- We are a member of AACSB International’s Global Business Education Network, which provides quality assurance, business education intelligence, and learning and development services to business schools worldwide.
- Our master's degree programme with a combination of digital marketing and analytics provides in-depth understanding of the digital business environment and helps students learn how data-driven marketing integrates with more traditional techniques to satisfy fragmented customer needs and to build business success.
Studies
Digital Marketing and Analytics is a two-year Master's degree programme that combines state-of-the-art academic research and practitioner insights into teaching. The programme is designed for students who want to develop well-informed marketing insights based on relevant and meaningful data. Core themes emphasized in the programme relate to topics such as digital marketing, analytics, platform economy, sensory marketing, and customer behavior. The study modes contain individual and collaborative learning including expert lectures, interactive workshops, flipped learning, case exercises, and industry collaboration.
The students will acquire knowledge and ability to operate in key marketing roles in various business environments. Our graduates become marketing managers, digital marketers, system designers, data analysts, researchers, consultants, and entrepreneurs. Students who have successfully completed the programme will be awarded with the degree of Master of Science (Economics and Business Administration).
Degree structure in 2023–2024 (preliminary, will be confirmed in spring 2023), 120 ECTS
Courses in Major // 30 ECTS
- International Marketing (6 ECTS)
- Digital Business (6 ECTS)
- Consumer Behavior and Analytics (6 ECTS)
- Sensory Marketing (6 ECTS)
- Digital Service Innovations (6 ECTS)
Master's Thesis // 40 ECTS
- Master's Thesis // 30 ECTS
- Master's Thesis Seminar // 10 ECTS
Other studies // 50 ECTS
- Methodological studies // 15 ECTS
- Language and culture studies min. 4 ECTS
- Other compulsory studies
- Elective studies to fulfill a minimum of 120 ECTS *
(*including compulsory personal study plan, orientation studies, compulsory methodological studies and language & culture studies). Students choose elective courses to fulfill the minimum of 120 ECTS credits required of a master’s degree. These can include courses from their Major or separate courses from other majors, courses completed in international exchange, and courses offered in Finnish and/or other languages. This section can also include a full minor of at least 25 ECTS offered by other Business School majors or other departments or faculties or universities.
Starting your studies?
Instructions for the new students is sent by email. In the beginning of the autumn semester, the instructions can also be found in the Business School's Study Community (requires UEF log in)
Every new student will create a personal study plan (PSP) with the Programme Coordinator in the first Autumn.
See also Practical guide for international students here.
How to apply?
Applicants with the following degrees and studies are eligible:
A 3- or 4-year Bachelor’s degree at a recognised university or a recognised university of applied sciences/polytechnic level. Also, the degree must give the right to apply for university-level master's studies in the country concerned. The grade point average GPA of the degree used as the basis for the application must be at least 3/5 (on 5-point scale). A minimum of 60 ECTS* in academic business studies is required. In addition, minimum of 6 ECTS of quantitative studies is required. Language, communication and research method studies, internships and final thesis/exam/project are not included in the above-mentioned studies. However, one course in economics, one course in logistics, one course in mathematics and one course in business law may be included in the above-mentioned studies. If an applicant has several higher education degrees or separate studies in higher education that are not part of a degree, all of these academic business studies can be considered when defining the applicant’s eligibility.
* 1 ECTS credit = a workload of 27 hours (lectures, assignments etc.)
If you have not completed your Bachelor's degree by the application deadline, you are eligible to apply. In this case, you may be admitted to the Master's degree programme on the condition that you graduate and send an officially attested copy of the degree certificate to the University no later than 28 July 2023 at 15.00 (Helsinki time GMT+3). If you do not submit the degree certificate to the University in time, this conditional admission will expire.
Applicants holding a provisional degree certificate may also apply for the programme. That is, the degree must be verifiably completed and the required documents of the completion of this degree must be submitted.
Regardless of your educational background, you have to apply to our programme with your Bachelor’s (or equivalent) degree.
Applicants with a Finnish or foreign higher university degree in business administration [Master of Science (in the field of Economics and Business Administration)] or equivalent are not eligible. This applies also to those applicants who will graduate [Master of Science (in the field of Economics and Business Administration)] before the right to study begins.
In addition, applicants who have completed a higher university degree leading to a higher university degree that does not include a lower university degree (e.g. a Finnish master's degree completed before the two-tier degree system) may be selected to complete a Master's degree.
Applicants selected to pursue the Master´s degree may be required to take supplementary studies.
Proficiency in English
The applicants are to prove their language skills in English as follows:
1. English language test:
The language test certificates are valid for two years from the day they are issued and they have to be valid during the application period.
- TOEFL Internet-based: Total Score min. 92 and 22 in writing (also My Best Scores is accepted)
- IELTS (Academic), also IELTS indicator: Overall Score min. 6.5 and 5.5 in writing
- PTE (Pearson Test of English), min. 62 points and 54 in writing
- C1 Advanced: 180 and min. 162 in writing (or at least level C)
- C2 Proficiency: 180 and min. 162 in writing (or least level C1)
- National Certificate of Language Proficiency (YKI) -test: level 5 in the reading comprehension, writing and speaking subtests: https://www.oph.fi/en/national-certificates-language-proficiency-yki
2. Or, if the applicant fulfils at least one of the following requirements, a separate language test is not required but the applicant is to prove his/her English proficiency with the applicable degree certificate and the transcript of his/her academic record:
- Bachelor's or Master's degree conducted in English language in a Nordic country (Denmark, Finland, Iceland, Norway and Sweden)
- Bachelor's or Master's degree conducted in English language in Australia, Canada, Ireland, New Zealand, the United Kingdom or the United States
- Bachelor's or Master's degree conducted in English language in an EU/EEA country or in Switzerland
- Secondary education conducted in English language in a Nordic country (Denmark, Finland, Iceland, Norway and Sweden)
- Secondary education conducted in English language in Australia, Canada, Ireland, New Zealand, the United Kingdom or the United States
- Secondary education conducted in English language in an EU/EEA country or in Switzerland
- Finnish matriculation examination: English with a minimum grade of M
- International Baccalaureate (IB) completed in English. If not completed in English, then the following ways of indicating academic language skills are acceptable:
- A level English (language and literature or literature and performance) with a minimum grade of 2, OR a minimum score of 5 (good) in B level English
- IB-degree completed before 2013: A1 English with a minimum grade 2 and English as the A2 language with a minimum grade of 5
- European Baccalaureate (EB):
- English as the L1-language with an approved grade (a minimum grade of 4) and English as the L2 language with a minimum grade of 7
- RP-Diploma (German School in Helsinki) or the German International Abitur (DIA) Diploma: successful completion of written A Level English OR a minimum score of 8 in oral A Level English.
All available study programmes in Finland can be found on the Opintopolku portal where applicants can search for suitable programmes and start the application.
The online application is only open during the application period. Online applications are to be submitted through Opintopolku portal during 4 January - 18 January at 15.00 PM (Helsinki time). Once you have filled out the online application, required enclosures must be uploaded electronically to the application (recommended file types pdf and jpeg, max. file size 10 MB) until 25 January 2023 at 15.00 PM (Helsinki time). See the Required documents for International Master's Degree Programmes webpage.
In Studyinfo.fi applicant may apply to a maximum of two application options offered by the Business School.
Applicants will be selected to pursue Master's degree studies on the basis of their applications. Results will be announced on 31 March 2023, at the latest. The process could be finalized well before the set deadline.
Supporting documents to be enclosed along with the online application
- Degree certificate, and if necessary, an English translation provided by an authorised translator. If you are applying with one degree and indicating your language skills with another, you are required to submit educational documents regarding both degrees.
- English language test certificate (if needed)
- Original (or officially certified copy of) transcript of academic record, and if necessary, an English translation provided by an authorised translator. The transcript must include the number of credits, grading, and date of each study unit, and also the scale of grading used by the university, otherwise the application will not be considered. Note also, that the grade point average must either be given in the degree certificate, transcript of records or a separate, certified calculation.
- A copy of a passport/other document of identification (not required from Finnish applicants)
Applications that satisfy the eligibility criteria will be put through a subsequent evaluation process in order to determine, which applicants are selected for admission to the programme. The applicants that fulfil the above requirements of previous studies and English language skills are ranked according to the criteria below. The top 10 (per campus) will be admitted and the rest will be rejected. The programme may accept more applicants to fill the available study places in the programme. There will be no waiting list.
In order to be considered for admission, the applicant must receive a minimum of 15 points. The applicant may obtain a maximum of 30 selection points.
The eligible applicants will be evaluated according to the following groups and principles by the Admission Committee for the programme during the evaluation process (NOTE! The applicant indicates a suitable admission group on the application form):
Eligible applicants are selected for admission groups so that the intake is met.
Admission group 1: Previous Bachelor’s degree at a recognised university or a recognised university of applied sciences/ polytechnic level completed in Finland:
The minimum requirement is 15 admission points in order to be considered in the admission. In addition, the applicant must receive selection points from both sections in order to proceed with the selection.
1. Weighted average of studies included in the degree / grade point average (GPA) as follows:
Grade 5,00-4,50=15 points, grade 4,49-4,00=10 points, grade 3,99-3,00=5 points. If the grading is other than 1-5, it will be converted to 1-5.
The grade point average must either be given in the degree certificate, transcript of records or a separate, certified calculation, otherwise the applicant receives 0 points. If the applicant’s GPA does not follow the ECTS grading system, it will be converted accordingly by the Admission Committee for the programme during the evaluation process.
2. Suitability of the earlier studies for the Master's programme:
The amount of relevant previous studies (in ECTS) in the field of Marketing. In addition, one appropriate methodology course will also be calculated into this section: 1 ECTS = 0,5 points. (a maximum of 15 points). Internships and final thesis/exam/project (or equivalent) are not included in the above-mentioned studies.
If an applicant has several higher education degrees or separate studies in higher education that are not part of a degree, all of these can be considered when calculating the suitable studies, provided that the attachments proving these studies meet the University’s document requirements.
Admission group 2: Bachelor’s degree at a recognised university or a recognised university of applied sciences/ polytechnic level completed outside Finland:
The minimum requirement is 15 admission points in order to be considered in the admission. In addition, the applicant must receive selection points from both sections in order to proceed with the selection.
1. Weighted average of studies included in the degree / grade point average (GPA) as follows:
Grade 5,00-4,50=15 points, grade 4,49-4,00=10 points, grade 3,99-3,00=5 points.
If the grading is other than 1-5, it will be converted to 1-5. The grade point average must either be given in the degree certificate, transcript of records or a separate, certified calculation, otherwise the applicant receives 0 points. If the applicant’s GPA does not follow the ECTS grading system, it will be converted accordingly by the Admission Committee for the programme during the evaluation process.
In case of your previous degree not having been evaluated on a 5-point scale, your GPA will be converted to a 5-point grading scale by the Admission Committee for the programme during the evaluation process.
2. Suitability of the earlier studies for the Master's programme:
The amount of relevant previous studies (in ECTS) in the fields of Marketing. In addition, one appropriate methodology course will also be calculated into this section: 1 ECTS = 0,5 points. (a maximum of 15 points). Internships and final thesis/exam/project (or equivalent) are not included in the above-mentioned studies.
If an applicant has several higher education degrees or separate studies in higher education that are not part of a degree, all of these can be considered when calculating the suitable studies, provided that the attachments proving these studies meet the University’s document requirements. If the above-mentioned studies do not follow the ECTS grading system, they will be converted accordingly.
Results
Applicants will be selected to pursue Master's degree studies based on their applications. Results will be announced on 31 March 2023, at the latest. For more information, please see Admission results.
When the selection decision has been made, the results will be sent immediately to the applicants by e-mail. Those applicants who have been accepted will receive a Notification of Admission, a Confirmation Link (and Form), and information package (including information about accommodation, student insurance programme, student union etc.) by email. These accepted applicants are required to formally accept their study place no later than 14 July 2023. This is an absolute deadline and will be treated as such. The autumn semester courses will begin on 1 September 2023.
According to the One study place per term provision, a student may accept only one study place leading to a higher education degree in Finland during one academic term. This rule applies to all higher education. For more information, please see UEF Kamu: Study regulations (new tab).
Starting from 2017, an annual tuition fee of 8 000 euros will be applied in the Master's Degree Programme in Digital Marketing and Analytics for non-EU/EEA students. The tuition fee will remain the same for students throughout the entire time of completing their degrees. The due date for the first instalment is 31 June 2023.
The University of Eastern Finland offers all new students a partial tuition waiver in Master’s degree programmes offered in English. In the Master’s Degree Programme in Digital Marketing and Analytics the tuition waiver is 50% of the annual tuition fee. The waiver is personal and it is awarded for two academic years. The University of Eastern Finland also grants an Early Bird tuition fee deduction (autumn 2023 fee) of 500 € to students who accept the study place and pay the tuition fees by 21 April 2023. The Early Bird deduction can only be used in online payment made by the given deadline.
Please find further information on tuition fees and scholarships here (new tab).
Application period 2023
Our application period is open from 4 January 2023 to 18 January 2023. The application is completed and submitted online.
Apply via Studyinfo
Studyinfo.fi is the official national admissions portal with all the up-to-date information about study programmes leading to a degree in Finland.

Finland Scholarship
Finland Scholarship
UEF will grant a Finland Scholarship for the best two applicants in each Master's degree programme. The scholarship includes a 100% tuition waiver and a € 5 000 relocation grant.
Contact us
Please do not hesitate to contact us in case you have any questions about our programme: mdp-dma@uef.fi