Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.

LEARNING OUTCOMES

The key objectives of the course are: to learn the frameworks and tools to analyse global markets, to assess various alternative cross-border marketing approaches and operation modes, and to plan, implement and manage marketing activities globally. The learning outcomes include:

-        the enhanced awareness of differences in foreign market environment, including regulation and cultural aspects

-        understanding of the dynamics and suitability of various marketing options and components for different global market environments, including the adaptation issues  

-        ability to analyse markets and plan global marketing activities

-        understanding of the related ethical and social responsibility issues.

Credits: 6

Schedule: 08.01.2019 - 15.02.2019

Teacher in charge (valid 01.08.2020-31.07.2022): Hannu Seristö

Teacher in charge (applies in this implementation): Paula Kilpinen, Xiaoshi Xu

Contact information for the course (valid 17.12.2018-21.12.2112):

Instructor: Paula Kilpinen

E-mail:
paula.kilpinen@aalto.fi

Mobile: +358 40 5090894

Office Hours:
Upon agreement

Availability:
After class


Course assistant: Xiaoshi Xu

E-mail: xiaoshi.xu@aalto.fi


CEFR level (applies in this implementation):

Language of instruction and studies (valid 01.08.2020-31.07.2022):

Teaching language: English

Languages of study attainment: English

CONTENT, ASSESSMENT AND WORKLOAD

Content
  • Valid 01.08.2020-31.07.2022:

    The course provides a theoretically grounded overview of developing and implementing global marketing strategies.  Globalisation and the consequent changes in firms’ operating environment and the need to adjust firms’ marketing due to these changes are assessed. The course covers key concepts and principles of marketing - emphasizing the opportunities and challenges brought about by the global dimension - including decisions on product, pricing, distribution, promotion and branding.  Attention is paid also to themes such as the impact of politics and trade blocs, digitalization of marketing and role of partnerships.

    The purpose of the course is to a) present the most important forces affecting global marketer of today, b) assess various global marketing strategies and the components of global marketing, and c) present the ways to organize, coordinate, and control global marketing activities.The benefits for the participant comprise the ability to enhance the impact and quality of international marketing efforts while being aware of the cost and risk factors involved.

     

    The main contents of the course are: global business environment, globalization, cultures and marketing; marketing research; global marketing strategy, the P’s of marketing in global dimension; coordination and control, digitisation, marketing adaptation, branding, B2B in global dimension, marketing partnerships.

  • 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. 

    https://brandstorm.loreal.com/en/challenges/challenge







Assessment Methods and Criteria
  • Valid 01.08.2020-31.07.2022:

    Based on assignments and a major final assignment

  • 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 01.08.2020-31.07.2022:

    Contact teaching 24 h
    Independent work 136 h
    Total 160 h (6 ECTS)

  • 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

DETAILS

Study Material
  • Valid 01.08.2020-31.07.2022:

    A reading package consisting of academic and popular articles. Case studies.

  • Applies in this implementation:

    PRACTICAL READINGS (may be complemented):

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

    Holt,
    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 

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

    Communication Handbook

     

    Materials
    provided for the business project, e.g.:

    Brand Presentation

    Market Information

    Consumer Research

    Trends & Inspiration

    Retail

     

    OTHER RECOMMENDED READINGS
    (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.

     


SDG: Sustainable Development Goals

    9 Industry, Innovation and Infrastructure

    12 Responsible Production and Consumption

    17 Partnerships for the Goals

FURTHER INFORMATION

Details on the schedule
  • Applies in this implementation:

    1.    
    Course kick-off

    Date: January 8th, 2019

    Time: 9:15- 11:30

    Content:

    ·       Introduction to the course

    ·       Course objectives and outcomes

    ·       Speed dating to build project teams

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

     

    2.    
    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

     

    3.    
    Introduction to Key Issues in Global
    Marketing

    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

                                       

    4.    
    Organizing for the business project 

    Date: January 18th, 2019

    Time: 9:15- 11:30

    Content:

    ·       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

    Content: 

    • 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


    6.    
    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

    7.    
    Global Marketing and Brand
    Management  

    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

    Content:

    ·       Service design principles

    ·       Service Design to build a digital
    customer experience

    Guest speakers: Iikka Lovio, Service Designer, Palmu

    Pre-readings or pre-assignments

    Meyer,
    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
    online

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

    Pre-readings or pre-assignments:

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

                                                         

    10.    
    Digital Marketing

    Date: Feb 5th, 2019

    Time: 9:15- 11:30

    Content: Digital Marketing campaigns

    Guest speaker: Samuli Tenhunen, Digital Director and Partner,
    Mediakolmio

    Pre-readings or pre-assignments:  

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

                                       

    11.    
    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
    presentations     

                     

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

    Jury
    comprising of L’Oréal Executives

    Brandstorm Campus
    winner announced by February 28th, 2019