Credits: 6

Schedule: 08.01.2019 - 15.02.2019

Teacher in charge (valid 01.08.2018-31.07.2020): 

Hannu Seristö
Paula Kilpinen

Contact information for the course (applies in this implementation): 

Instructor: Paula Kilpinen


Mobile: +358 40 5090894

Office Hours:
Upon agreement

After class

Course assistant: Xiaoshi Xu


Teaching Period (valid 01.08.2018-31.07.2020): 

Period III (2018-2019),
Period III (2019-2020), Otaniemi campus

Learning Outcomes (valid 01.08.2018-31.07.2020): 

The course is practice-oriented. Upon completion of the course, students should know how to:
- prepare a global product launch and marketing campaign
- analyse market-and customer-related data
- collaborate in culturally diverse teams
- communicate effectively in an international setting
- make a competitive presentation (written and oral)

Content (valid 01.08.2018-31.07.2020): 

Global Brand management, brand and product portfolio analysis
Digital marketing in a global context
Customer experience and service design in an international/global context
Communication guidelines for a competitive presentation

Details on the course content (applies in this implementation): 

Global Marketing Management is a 6 ECTS Master’s level course at the
Aalto University School of Business where student teams apply their accumulated
knowledge in a business project. During the course leading experts in marketing
will provide insights and a set of tools to tackle the project. This course
provides an opportunity for students to apply international business and
marketing concepts to real-life situations in international companies through practice-oriented
and project-based learning.

The course is conducted in collaboration with L´Oreal and guest speakers. As part of the course, students have the
opportunity to participate in L’Oréal’s international Brandstorm competition. The winning team from the Aalto
Campus will have a chance to present their project in the Nordic finals, with a
possibility to win a trip to the World finals in Paris.

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

Final project report and its presentation 80%
Class activity and other assignments 20%

Elaboration of the evaluation criteria and methods, and acquainting students with the evaluation (applies in this implementation): 

Final Project report and its presentation: 80 % of the course grade

  • case analysis: 10 pages, 20 % of course grade
  • ppt-presentation (10 slides) and its presentation: 60% of the course grade

Independant work 20% of the course grade

  • class activity and/or learning journal

Workload (valid 01.08.2018-31.07.2020): 

Contact teaching 30 h
Independent work 130 h
Total 160 h (6 ECTS)

Details on calculating the workload (applies in this implementation): 

Contact teaching 30 hours 

Team coaching session 60 min

Team work will be done in groups of three and includes: 

  • case analysis: 10 pages 
  • ppt-presentation: 10 slides
  • 5 min video for the Brandstorm competition

Independant work includes 

  • learning journal and/or
  • pre-readings and pre-assignments

Study Material (valid 01.08.2018-31.07.2020): 

Background material for the business project

Details on the course materials (applies in this implementation): 

PRACTICAL READINGS (may be complemented):

David C. (2010), Branding in the Digital Age: You’re Spending Your Money in All
the Wrong Places, Harvard Business
December 2010

Douglas B., Quelch, John A. and Taylor (2004), How Global Brands Compete, Harvard Business Review, September, 2004

Kukkonen, Elina  (2017), Organizing a Framework for Customer
Value Management in Online Media Relationships, Marketing Management Journal 

Christopher and Schawer, Andre (2007), Understanding Customer Experience, Harvard Business Review, 2007

Communication Handbook


provided for the business project, e.g.:

Brand Presentation

Market Information

Consumer Research

Trends & Inspiration



(may be complemented)

Hollensen, S. (2007). Global Marketing:
A decision-oriented approach. – 4
th ed. – Prentice
Hall. Harlow, England

Craig, C.S., Douglas, S.P.
(2000). Configural Advantage in Global Markets. Journal of International Marketing, Vol. 8(1), 6-26.

Ghemawat, P. (2001). Distance
still matters: The hard reality of global expansion. Harvard Business Review, 79 (September), 3-11.

Lim L., Acito F., Rusetski A.
(2006) Development of Archetypes of International Marketing Strategy / Journal of International Business Studies.
Vol. 37 (4), 499-524.

Pisano, Gary (2015), You Need an
Innovation Strategy, Harvard Business Review, June 2015, pp.44-54

Zou, S. Cavusgil, S.T. (2002).
The GMS: a broad conceptualization of global marketing strategy and its effect
firm performance, Journal of Marketing,
Vol. 66 (4), 40-56.


Course Homepage (valid 01.08.2018-31.07.2020):

Grading Scale (valid 01.08.2018-31.07.2020): 


Registration for Courses (valid 01.08.2018-31.07.2020): 

via weboodi

Further Information (valid 01.08.2018-31.07.2020): 

Max. 50 students
Please note that the course is offered only to Master's level students. Participants are selected based on their program status, according to the following priority order:
1. MIB
3. MIB minor students
4. Other BIZ students
5. exchange students  
6. other Aalto students
Students must attend the first lecture to ensure their place in the course.
Course Policies: 75% attendance is required

Details on the schedule (applies in this implementation): 

Course kick-off

Date: January 8th, 2019

Time: 9:15- 11:30


·       Introduction to the course

·       Course objectives and outcomes

·       Speed dating to build project teams

Pre-readings or pre-assignments: Familiarization with the course


Presenting the business project:
Brandstrom competition

Date: January 11th, 2019

Time: 9:15- 11:30

Content: Online presentation and Q&A on the
Brandstorm business project and competition

Guest speakers: L’Oréal Nordic Executives

Pre-readings or pre-assignments: Familiarization with the background
material provided for the business project


Introduction to Key Issues in Global

Date: January 15th, 2019

Time: 9:15- 11:30

Content: Key Issues in Global Marketing

Guest speakers: Hannu Seristö, Professor in International Business
and Vice President, External Relations, Aalto University

Pre-reading or pre-assignments:  TBD


Organizing for the business project 

Date: January 18th, 2019

Time: 9:15- 11:30


·       Project based learning

·       Defining roles and organizing for
the business project building on strengths of each team member

·       Making a project plan.

Pre-readings or pre-assignments: Completion of an optional
Strengths-based self- and team analysis   .

5.  Case presentation

Date: January 22nd, 2019

Time: 9:15- 10:15


  • Sharing experience from the course and the Brandstrom competiton 
  • Presenting a winning case presentation from a former Brandstorm competition

Guest speakers: Anca Agapi, a former Aalto student

Team coaching sessions (60 min) for
the business project

Date: January 22nd- 24th , as schedule (see Announcement section)

Case analysis (part I of the case report) due
January 25th

Global Marketing and Brand

Date: January 25th, 2019

Time: 9:15- 11:30

Content: Global Marketing and Brand Management- theory
and practice

Guest speaker: Marco Mäkinen, Vice-President TBWA Helsinki

Pre-readings or pre-assignments

Holt, Douglas
B., Quelch, John A. and Taylor (2004), How Global Brands Compete, Harvard
Business Review, September, 2004


8. Service Design

Date: Jan 29th, 2019

Time: 9:15- 11:30


·       Service design principles

·       Service Design to build a digital
customer experience

Guest speakers: Iikka Lovio, Service Designer, Palmu

Pre-readings or pre-assignments

Christopher and Schawer, Andre (2007), Understanding Customer Experience,
Harvard Business Review, 2007


9.     Digital Marketing    

Date: Feb 1st, 2019

Time: 9:15- 11:30

Content: Digital Marketing- how to create customer value

Guest speaker: Elina Kukkonen , DBA, SVP Communications and
Brand at Alma Media Corporation

Pre-readings or pre-assignments:

Elina  (2017), Organizing a Framework for
Customer Value Management in Online Media Relationships, Marketing Management
Journal (forthcoming)


Digital Marketing

Date: Feb 5th, 2019

Time: 9:15- 11:30

Content: Digital Marketing campaigns

Guest speaker: Samuli Tenhunen, Digital Director and Partner,

Pre-readings or pre-assignments:  

David C. (2010), Branding in the Digital Age: You’re Spending Your Money in All
the Wrong Places, Harvard Business Review, December 2010


Communication and presentation of
the project work            

Date: February 8th, 2019

Time: 9:15- 11:30

Content: Business Communication, reporting, presentation
& pitching               

Guest lecturer: Michael Baker, Aalto University, School of
Business, Communications Department      

Pre-readings or pre-assignments:  Communication Handbook


Case report (part II) due February 12th, 2017                                         


12. Project presentations   

Date: February 12th and Feb 15th

Time: 9:15- 11:30

Content: Evaluation and feedback on project


13. Video (5 min) sent to Brandstorm
competition by February 22nd, 2019

comprising of L’Oréal Executives

Brandstorm Campus
winner announced by February 28th, 2019


Registration and further information