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 17 January 2024.
Key information
- Level of degree: Master's degree
- Programme duration: 2 years / 120 ECTS credits
- Language of instruction: English
- Next application period: 3.1.2024 – 17.1.2024
- Programme start: September 2024
- Tuition fee: EU/EEA nationals no tuition fee; non-EU/EEA nationals 10,000 €/academic year
- Tuition waivers available for top 50% of intake.
- 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 , 120 ECTS
Compulsory advanced level studies in all majors // 12 ECTS:
- Digital Business Strategy 6 ECTS
- International marketing 6 ECTS
Methodological studies // 15 ECTS:
Compulsory:
- Research methodologies in international marketing 5 ECTS
10 ECTS other methodological studies, for example:
- Quantitative research methods in International Marketing 5 ECTS
- Qualitative research methods in International Marketing 5 ECTS
Major Subject Studies // 58 ECTS:
- Master thesis, Digital Marketing and Analytics 30 ECTS
- Master thesis seminar, Digital Marketing and Analytics 10 ECTS
- Consumer Behavior and Analytics 6 ECTS
- Sensory Marketing 6 ECTS
- Digital Service Innovations 6 ECTS
Other compulsory studies // 1-6 ECTS
Compulsory course:
- Personal Study Plan 1 ECTS
Compulsory courses, if you do not have bachelor’s degree or study right to the bachelor’s degree in UEF:
Choose one:
- Orientation for International Students 1 ECTS
Orientation to University Studies 1 ECTS
Choose one:
- University Computing Skills 2 ECTS
- Communication Technology Skills in Learning 2 ECTS
Choose one:
- Information skills and sources in Social Sciences for International Studies 1 ECTS
- Information skills in business studies1 ECTS
Compulsory, if you have Bachelor’s degree or (equivalent) completed outside Finland:
- University Study Skills 1 ECTS
Language and culture studies 4 ECTS Learn more about the language and culture studies from your Smart Start Guide or consult your coordinator.
(*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.
Studies require active attendance on campus.
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 or equivalent Bachelor’s degree at an accredited university or an accredited 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 3.5/5 (on 5-point scale). A minimum of 60 ECTS* in academic business studies is required. In addition, minimum of 5 ECTS of quantitative research methods 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 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 still 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 9 August 2024 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 must apply to our programme with your Bachelor’s (or equivalent) degree.
Applicants with a Finnish 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; this is defined on an individual basis and will be included in the study plan for the student.
Proficiency in English
TOEFL, IELTS and PTE certificates are valid for two years from the day they are issued, i.e., the language test need to be in effect from 3rd of January 2022 onwards.
The applicants are to prove their language skills in English in one of the ways listed below, and no other degrees or statements of language proficiency will be accepted:
1. English language test:
- TOEFL Internet-based: Total Score min. 92 and 22 in writing
- IELTS (Academic), also IELTS indicator: Overall Score min. 6.5 and 6.0 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.
- Online studies or studies completed on offshore campuses outside the accepted countries/area cannot be used to indicate language skills, even if the degree-awarding institution is in one of the accepted countries.
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 3 January - 17 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 24 January 2024 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 12 April 2024, at the latest. The process could be finalized well before the set deadline.
Supporting documents to be enclosed along with the online application
The required enclosures need to be uploaded electronically to the application by 24 January 2024 at 15.00 (EEST) at the latest. UEF does not process application documents that have arrived after the deadline.
- 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.
- 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 course names, the number of credits of each course, 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.
- English language test certificate (if needed)
- A copy of a passport/other document of identification (not required from Finnish applicants)
Application procedure
Online applications are to be submitted through Studyinfo portal (new tab) during 3 January - 17 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 are pdf and jpeg, max. file size 10 MB) by 24 January 2024 at 15.00 (Helsinki time).
All available study programmes in Finland can be found on the Studyinfo portal where applicants can search for suitable programmes and start the application. The online application is only open during the application period.
Country-specific requirements will be announced here (new tab).
In Studyinfo.fi, the applicant may apply to a maximum of two application options offered by the UEF Business School. Applicants will be asked to prioritise their top choice of programme from UEF in the application.
Applications are assessed based on the information available to the applications after the application and completion period. No further information is requested, and incomplete applications are rejected.
Appeal
If you disagree with the decision you may apply for a rectification of the decision from the Board of Appeal of the University of Eastern Finland by 14 June 2024 at 15.00 pm (EEST) at the latest. The instructions for making a request for rectification can be found on Admissions results website.
Contact details
Programme’s email: imdpbs-uef(at)uef.fi, uef.fi/dma
Applications that satisfy the eligibility criteria will be put through a subsequent evaluation process 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 15 applicants (per campus) will be admitted, and the rest of the applicants 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.
- Weighted average of studies included in the degree / grade point average (GPA) as follows:
A grade point average of 3.5 is equal to 0 points and the points will increase by 1 point for each 0.1 increase in GPA, i.e., GPA 3.6= 1 point, GPA 3.7= 2points, and finally GPA 5= 15points. 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.
- 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.
Results
Applicants will be selected to pursue Master's degree studies based on their applications. Results will be announced on 12 April 2024, at the latest. The process could be finalized well before the set deadline.
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 11 July 2024. This is an absolute deadline and will be treated as such. Failure to accept the study placement by this time will result in the student losing the study right. 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).
Admission is conditional if the applicant applies to UEF with a degree that is not finished during the application period. It is required that the applicants deliver copies of the final officially certified degree certificate and the transcript of records to the programme coordinator by 9 August 2024.
All accepted students need to provide officially certified copies of their documents if they cannot authenticate their degree/transcript electronically when applying. The students will be conditionally accepted until they have provided the certified copies of the educational document (degree certificate and transcript of records). Country specific requirements are in use in situations when the applicant cannot provide the documents electronically. The last date to send the documents is 9 August 2024.
In case the applicants do not deliver the documents by the given deadline, their study right will be cancelled.
Starting from 2024, an annual tuition fee of 10.000 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 August 2024.
Half of the 15 selected applicants (per campus) will be offered a 50% tuition waiver which covers half of their tuition fee for two years of their studies. The waiver is personal and awarded for two years.
The University of Eastern Finland also grants an Early Bird tuition fee deduction (autumn 2024 fee) of 500 € to students who accept the study place and pay the tuition fees by 3 May 2024. The Early Bird deduction can only be used in online payment made by the given deadline.
The University of Eastern Finland will also grant a Finland Scholarship (Suomi-stipendi) of € 5 000 for the two best applicants in each Master's degree programme. The Finland Scholarship is granted for the first year of Master’s studies and the students who receive it must be non-EU/EEA citizens who are liable to pay tuition fees. The Finland Scholarship includes:
- 100 % tuition waiver for the first year's tuition fee (value € 10 000 in the Master's Degree Programme in Digital Marketing and Analytics)
- € 5 000 relocation grant
The Finland scholarship is a one-year scholarship for first-year Master’s students. For the second year of study, students need to secure sufficient funds themselves. The programmes' general tuition waivers will be offered for the second-year studies.
The Finland Scholarships will be granted until 2024. Students who apply to Master’s studies in 2025 are not eligible. The national Finland Scholarship programme is funded by the Finnish Ministry of Education and Culture.
The waiver and the Finland scholarship are applied for when applying for admission to the university by filling out the relevant sections of the application form in the Opintopolku portal. The decision about the waiver and Finland Scholarship are made in connection with student admission, and the student is notified of the matter in the letter of acceptance.
Waivers and scholarships are always personal. The decisions on waivers and scholarships cannot be appealed against.
Learn more about the tuition fees, waivers and Finland scholarships here. If you have any questions about tuition fees and waivers, please don't hesitate to contact: imdpbs-uef@uef.fi.
Please find further information on tuition fees and scholarships here (new tab).
Application period 2024
Our application period is open from 3 January 2024 to 17 January 2024. 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: imdpbs-uef(at)uef.fi