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.


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: 07.01.2020 - 14.02.2020

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

Teacher in charge (applies in this implementation): Paula Kilpinen

Contact information for the course (valid 16.12.2019-21.12.2112):

Paula Kilpinen


Office Hours: Upon agreement

Availability: After class

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


  • 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:

    During the course teams of three students apply their accumulated knowledge in a broad and comprehensive business project related to e.g. internationalization, new product launch, corporate communication and international marketing planning. As guest lecturers, 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 an external partner. As part of the
    course, students have the opportunity to participate in L’Oréal’s international
    Brandstorm competition. This year's business challenge is to innovate a "Plasticless Future in the Beauty Industry". 

    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 01.08.2020-31.07.2022:

    Based on assignments and a major final assignment

  • Applies in this implementation:

    Final project
    report and its presentation 80%, class activity, learning journal and/or
    reflection papers 20%, grading scale: 0-5

    This year’s business project is to participate in
    L’Oréal’s Brandstorm competition, which is a unique opportunity for students to
    gain a real life professional experience. This year’s challenge is to innovate
    a “Plasticless Future in the Beauty Industry”.

  • Valid 01.08.2020-31.07.2022:

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

  • Applies in this implementation:

    Classroom hours

    35 h

    Class preparation and learning


    20 h


    Project work

    105 h



    160h (6 ECTS)


Study Material
  • Valid 01.08.2020-31.07.2022:

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

  • Applies in this implementation:

    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

    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


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




    & Inspiration



    be complemented)

    Keegan, Warren & Mark Green (2017) Global

    Farrell, Carlyle (2015) Global Marketing –
    practical insights & international analysis

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

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

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

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

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

    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


Details on the schedule
  • Applies in this implementation:

    Course Kick-off

    Time: Jan 7th, 9:15- 11:30

    Guest speaker: Anca Agapi,  winner of the Digital Prize at the Brandstorm


    Introduction to the course

    Course objectives and outcomes

    Sharing experience from the course and the
    Brandstrom competiton, presenting a winning case presentation 

    Speed dating to build project teams                         


    Introduction to Elements in Global

    Time: Jan 10th, 9:15- 11:30

    Guest Lecturer: Hannu Seristö, Professor in
    International Business 


    How to coordinate and control marketing
    activities in global markets? How can markets abroad be different? How to
    choose your target markets abroad?

    How to enter new markets abroad?

    Why and how to make adaptations to the product
    and promotion for markets abroad?

    What are the factors impacting pricing for
    markets abroad?                             

    Recommended readings (if
    unfamiliar with international marketing concepts)

    Keegan, W. and Green, M. (2017) Global Marketing

    Farrell, Carlyle (2015) Global Marketing –
    practical insights & international analysis


    Presenting the business project:
    Brandstrom competition, Building a Plasticless Future in the Beauty Industry                       

    Time: Jan 14th, 9:15- 11:30


    Online presentation and Q&A by L’Oréal
    Nordic Executives                          

    Recommended readings: Familiarization
    with the background material provided by L'Oréal

    Organizing for the business project                          

    Time: Jan 17th, 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-assignment: Completion of an
    optional Strengths-based self- and team analysis

    Global Marketing and Brand Management- theory
    and practice

    Time: Jan 21st, 2020, 9:15- 11:30

    Guest speaker: Marco Mäkinen,
    Vice-President TBWA Helsinki

    Recommended readings:

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


    Service design to address user needs in
    international markets   

    Time: Jan 24th, 9:15- 11:30

    Guest Lecturer: Johannes Hirvonsalo, Service & Business Designer, Strategist, Solita & Palmu                            

    Recommended readings:

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

    Please note: Case analysis
    (part I of the case report) due Jan 24th

    Team coaching sessions (60 min) for the
    business project

    Time: Jan 24th- 29th, 2020

    8.      Customer value management

    Time: Jan 28th, 9:15- 11:30

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

    Recommended readings:

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

    Digital marketing strategy              

    Time: Jan 31st, 9:15- 11:30

    Guest speaker: Samuel Tenhunen, Marketing
    Lead, B2B, Posti Group

    Recommended readings:

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


    10.   Pitching
    the project work                 

    Time: Feb 4th, 9:15- 11:30

    Guest speaker: Walid O. El Cheikh,
    pitching coach and author of the Pitching for Life


    11.   Communication and presentation of the project work                             

    Time: Feb 7th, 9:15- 11:30

    Guest Lecturer: Michael Baker, Lecturer, Department of Management Studies


    ·       Business Communication, reporting & presentation                       

    Recommended readings: TBC


    Sparring sessions      Feb 10-11th, 2020

    Please note: Case report
    (ppt-presentation) due Feb 13th, 2020


    Project presentations                       

    Time: Feb 14th, 9:15- 12:00

    Content: Evaluation and feedback on project


    Video (5 min) sent to Brandstorm
    competition by Feb 28th, 2020

    Jury is comprised of L’Oréal
    Executives and the Brandstorm Aalto Campus winner will be announced by March
    13th, 2020