Credits: 6

Schedule: 07.01.2020 - 14.02.2020

Teacher in charge (valid 01.08.2018-31.07.2020): 

Hannu Seristö
Paula Kilpinen

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

Paula Kilpinen

E-mail: paula.kilpinen@aalto.fi

Office Hours: Upon agreement

Availability: After class


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): 

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 01.08.2018-31.07.2020): 

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%, 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”.



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): 

Classroom hours

35 h

Class preparation and learning
journals

 

20 h

 

Project work

105 h


 

Total

160h (6 ECTS)


Study Material (valid 01.08.2018-31.07.2020): 

Articles
Background material for the business project

Details on the course materials (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

 

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

Brand
Presentation

Market
Information

Consumer
Research

Trends
& Inspiration

Retail

 

OTHER RECOMMENDED READINGS (may
be complemented)

Keegan, Warren & Mark Green (2017) Global
Marketing

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

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): 

https://mycourses.aalto.fi/course/search.php?search=26E00800

Grading Scale (valid 01.08.2018-31.07.2020): 

0-5

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
2. CEMS
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): 

1.      
Course Kick-off

Time: 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 teams                         

 

2.      
Introduction to Elements in Global
Marketing      

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

Guest Lecturer: Hannu Seristö, Professor in
International Business 

Content:

·      
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

 

3.      
Presenting the business project:
Brandstrom competition, Building a Plasticless Future in the Beauty Industry                       

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

Content:

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

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

4.      
Organizing for the business project                          

Time: 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 analysis


5.      
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

                      

6.      
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


7.      
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


9.      
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

Content:

·       Business Communication, reporting & presentation                       

Recommended readings: TBC

                                

12.  
Sparring sessions      Feb 10-11th, 2020

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

           

13.  
Project presentations                       

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

Content: Evaluation and feedback on project
presentations

           

14.  
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



Description

Registration and further information