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 2010Holt,
Douglas B., Quelch, John A. and Taylor (2004), How Global Brands Compete, Harvard Business Review, September, 2004Kukkonen, Elina (2017), Organizing a Framework for Customer
Value Management in Online Media Relationships, Marketing Management JournalMeyer,
Christopher and Schawer, Andre (2007), Understanding Customer Experience, Harvard Business Review, 2007Communication 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. – 4th ed. – Prentice
Hall. Harlow, EnglandCraig, 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.44-54Zou, 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-offDate: 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
content2.
Presenting the business project:
Brandstrom competitionDate: January 11th, 2019
Time: 9:15- 11:30
Content: Online presentation and Q&A on the
Brandstorm business project and competitionGuest speakers: L’Oréal Nordic Executives
Pre-readings or pre-assignments: Familiarization with the background
material provided for the business project3.
Introduction to Key Issues in Global
MarketingDate: 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 UniversityPre-reading or pre-assignments: TBD
4.
Organizing for the business projectDate: 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 projectDate: January 22nd- 24th , as schedule (see Announcement section)
Case analysis (part I of the case report) due
January 25th7.
Global Marketing and Brand
ManagementDate: January 25th, 2019
Time: 9:15- 11:30
Content: Global Marketing and Brand Management- theory
and practiceGuest 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, 20048. Service Design
Date: Jan 29th, 2019
Time: 9:15- 11:30
Content:
· Service design principles
· Service Design to build a digital
customer experienceGuest speakers: Iikka Lovio, Service Designer, Palmu
Pre-readings or pre-assignments
Meyer,
Christopher and Schawer, Andre (2007), Understanding Customer Experience,
Harvard Business Review, 20079. Digital Marketing
Date: Feb 1st, 2019
Time: 9:15- 11:30
Content: Digital Marketing- how to create customer value
onlineGuest speaker: Elina Kukkonen , DBA, SVP Communications and
Brand at Alma Media CorporationPre-readings or pre-assignments:
Kukkonen,
Elina (2017), Organizing a Framework for
Customer Value Management in Online Media Relationships, Marketing Management
Journal (forthcoming)10.
Digital MarketingDate: Feb 5th, 2019
Time: 9:15- 11:30
Content: Digital Marketing campaigns
Guest speaker: Samuli Tenhunen, Digital Director and Partner,
MediakolmioPre-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 201011.
Communication and presentation of
the project workDate: February 8th, 2019
Time: 9:15- 11:30
Content: Business Communication, reporting, presentation
& pitchingGuest lecturer: Michael Baker, Aalto University, School of
Business, Communications DepartmentPre-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
presentations13. Video (5 min) sent to Brandstorm
competition by February 22nd, 2019Jury
comprising of L’Oréal ExecutivesBrandstorm Campus
winner announced by February 28th, 2019
- Opettaja: Kinnunen Xiaoshi