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: 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
E-mail: paula.kilpinen@aalto.fi
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
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:
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: 0-5This 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”.
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:
Classroom hours
35 h
Class preparation and learning
journals20 h
Project work
105 h
Total
160h (6 ECTS)
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, 2007Materials provided for the business
project, e.g.:Brand
PresentationMarket
InformationConsumer
ResearchTrends
& InspirationRetail
OTHER RECOMMENDED READINGS (may
be complemented)Keegan, Warren & Mark Green (2017) Global
MarketingFarrell, Carlyle (2015) Global Marketing –
practical insights & international analysisHollensen, 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-offTime: Jan 7th, 9:15- 11:30
Guest speaker: Anca Agapi, winner of the Digital Prize at the Brandstorm
Content:
·
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 teams2.
Introduction to Elements in Global
MarketingTime: Jan 10th, 9:15- 11:30
Guest Lecturer: Hannu Seristö, Professor in
International BusinessContent:
·
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 analysis3.
Presenting the business project:
Brandstrom competition, Building a Plasticless Future in the Beauty IndustryTime: Jan 14th, 9:15- 11:30
Content:
·
Online presentation and Q&A by L’Oréal
Nordic ExecutivesRecommended readings: Familiarization
with the background material provided by L'Oréal4.
Organizing for the business projectTime: Jan 17th, 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-assignment: Completion of an
optional Strengths-based self- and team analysis5.
Global Marketing and Brand Management- theory
and practiceTime: Jan 21st, 2020, 9:15- 11:30
Guest speaker: Marco Mäkinen,
Vice-President TBWA HelsinkiRecommended readings:
·
Holt, Douglas B., Quelch, John A. and Taylor
(2004), How Global Brands Compete, Harvard Business Review, September, 20046.
Service design to address user needs in
international marketsTime: 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, 2007Please note: Case analysis
(part I of the case report) due Jan 24th7.
Team coaching sessions (60 min) for the
business projectTime: 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 CorporationRecommended readings:
·
Kukkonen, Elina
(2017), Organizing a Framework for Customer Value Management in Online
Media Relationships, Marketing Management Journal9.
Digital marketing strategyTime: Jan 31st, 9:15- 11:30
Guest speaker: Samuel Tenhunen, Marketing
Lead, B2B, Posti GroupRecommended readings:
·
Edelman, David C. (2010), Branding in the
Digital Age: You’re Spending Your Money in All the Wrong Places, Harvard
Business Review, December 201010. Pitching
the project workTime: Feb 4th, 9:15- 11:30
Guest speaker: Walid O. El Cheikh,
pitching coach and author of the Pitching for Life11. Communication and presentation of the project work
Time: Feb 7th, 9:15- 11:30
Guest Lecturer: Michael Baker, Lecturer, Department of Management Studies
Content:
· Business Communication, reporting & presentation
Recommended readings: TBC
12.
Sparring sessions Feb 10-11th, 2020Please note: Case report
(ppt-presentation) due Feb 13th, 202013.
Project presentationsTime: Feb 14th, 9:15- 12:00
Content: Evaluation and feedback on project
presentations14.
Video (5 min) sent to Brandstorm
competition by Feb 28th, 2020Jury is comprised of L’Oréal
Executives and the Brandstorm Aalto Campus winner will be announced by March
13th, 2020
- Teacher: Linh Duong