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: 12.01.2021 - 24.02.2021
Teacher in charge (valid 01.08.2020-31.07.2022): Hannu Seristö
Teacher in charge (applies in this implementation): Hannu Seristö
Contact information for the course (valid 21.12.2020-21.12.2112):
Dr. Olga Lavrusheva Email:
olga.lavrusheva@aalto.fi
Professor Hannu SeristöEmail:
hannu.seristo@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:
The topics of the lectures include:
- Marketing fundamentals
- Global economy and markets
- Globalization and strategy
- Global competition
- Global marketing, politics and risks
- Managerial foreign market entry decision making
- Partnering for global markets
- Marketing metrics
- Product decisions, adaptation, pricing and distribution in foreign markets
- Marketing communication, digital marketing
- Cultures and global marketing
- Sustainability and consumer behavior
Assessment Methods and Criteria
Valid 01.08.2020-31.07.2022:
Based on assignments and a major final assignment
Applies in this implementation:
Individual assignments (60%) and team assignment (40%) completed during the course will comprise the overall course grade. There is no final exam for this course. You must obtain a combined score of at least 50 points and complete a team assignment to receive credit for
the course.Grading (100 points max):
91 – 100 = 5 - Excellent
81 – 90 = 4 - Very good
71 – 80 = 3 - Good
61 – 70 = 2 - Very Satisfactory
50 – 60 = 1 - Satisfactory
0 – 49 = 0 - Failed
All assignments must be submitted on time to obtain
the grading points. An extension on an assignment will be granted only under truly extraordinary circumstances, and only if the extension is negotiated in advance.The individual assignment comprises four
reflection essays. For this assignment, each student chooses from among the
articles four (4) to write corresponding reflection papers, in which the
student a) briefly summarizes in student’s own view the key lessons of the
article, and b) based on the student’s personal experience and/or expectations
reflects on the value and applicability of those lessons. In the paper, it is
also valuable to demonstrate critical and analytical thinking by providing
possible critique for the paper or applying the findings to a setting that is
relevant to the student. The reflection essays will be assigned at intervals
throughout the course. Each assignment will reflect a major theme covered
during the course.One team project will be assigned as the main
course project. The teamwork projects are the live cases with a selection of companies.
For the team assignment, students will be divided into
teams of 3-4 students. The students can propose their own teams before the
start of the course, but the teams will be finally formed in the first session.
The teams can also suggest their preference for the case to work on.
Representatives of the case companies will in the first session introduce their
company’s challenge that they would like the teams to address. For the case assignment,
the teams need to create a PowerPoint slide deck in which they report their
analysis and suggestions. At the final presentation, the students present a condensed version of the PowerPoint slide deck report as an executive summary of
their teamwork.All assignments must be submitted and the final
case presentation made in order to get a final grade for the course. General
feedback on the reflection papers is discussed during the lecture session for
which the assignment was due. Students will also receive a short individual
feedback on the submitted assignments. Students also have the opportunity to
receive detailed personal feedback by e-mail or Zoom, outside of lecture hours
(upon request). If requested, feedback on the case assignment is given to each
team on an agreed date, preferably by Zoom, approximately a week after the
final sessions of the course.Regular class session attendance is expected of
all students. Missed sessions need to be compensated by a written assignment
given by the lecturer. Students are also expected to be online on time, and
they should be prepared to turn on the video during the classes for active
participation.
Workload
Valid 01.08.2020-31.07.2022:
Contact teaching 24 h
Independent work 136 h
Total 160 h (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:
A collection of academic
and business articles assigned by the lecturers. As a
considerable part of each lecture will be based on the assigned literature, we
thus expect you to familiarize yourself with the required articles in advance
and to be able to contribute to class discussion. Besides, students would base
the course assignments on the required readings.Armstrong, S., Esber, D., Heller, J., Timelin, B.
(2020). Modern marketing: What it is, what it isn’t, and how to do
it. McKinsey & Co. Online article, March 2, 2020.Stanko, M.A., Fleming, M.
(2014). Marketing Metrics: Note for Marketing Managers. Ivey Publishing, July 31,
2014.Brouthers, K. D. (2013). A
retrospective on: Institutional, cultural and transaction cost influences on
entry mode choice and performance. Journal of International Business
Studies, 44(1), 14-22.Kobrin, S. J. (2017). Bricks and mortar in a borderless
world: Globalization, the backlash, and the multinational enterprise. Global
Strategy Journal, 7(2), 159-171.Whitler, K.A. (2019). What Western Marketers Can Learn
from China. Harvard Business Review, May 1, 2019.La Roche-Posay: Growing L'Oréal's Active Cosmetics
Brand. Jill Avery, Vincent Dessain, Mette Fuglsang
Hjortshoej. Harvard Business School. 520035-PDF-ENG. 27 pages. October
2019.Discovery IQ by GE: Launching Super Value PET/CT
Scanner. Anand Kumar Jaiswal, Suresh Malodia. Indian Institute of
Management-Ahmedabad. A00200-PDF-ENG. 22 pages. March 2018.Song, R., Moon, S., Chen, H. A., & Houston, M. B.
(2018). When marketing strategy meets culture: the role of culture in product
evaluations. Journal of the Academy of Marketing Science, 46(3), 384-402.Kramer, M. R., & Pfitzer, M. W. (2016). The ecosystem of shared value. Harvard Business Review, 94(10), 80-89.
Complementary
readings:Malhotra, N. K., Agarwal, J., & Peterson, M.
(1996). Methodological issues in cross‐cultural marketing
research. International marketing review, 13(5), 7-43.Andersen, O., & Buvik, A. (2002). Firms’
internationalization and alternative approaches to the international
customer/market selection. International Business Review, 11(3),
347-363.
Registration for Courses
Valid 01.08.2020-31.07.2022:
via weboodi
Applies in this implementation:
ATTENDANCE: Much of the
learning occurs via the discussions and small team exercises during the class
sessions. Therefore, regular class session attendance is expected of all
students. Missed sessions need to be
compensated by a written assignment given
by the lecturer. The topic for the compensating assignment must be agreed upon with
the teacher. Students are expected
to be online on time and should
be prepared to turn on the video during the classes for active participation.All relevant course material (lecture slides, assignments, grades, etc.)
will be published on the course webpage in MyCourses, which will serve as the
primary online learning environment for the class. In MyCourses forum you will
be able to (if you wish) discuss topics and themes related to the course, share
interesting links, find a team for the team assignment and get to know your
classmates.
SDG: Sustainable Development Goals
9 Industry, Innovation and Infrastructure
12 Responsible Production and Consumption
17 Partnerships for the Goals
FURTHER INFORMATION
Further Information
Valid 01.08.2020-31.07.2022:
The course is restricted to 60 students (including quotas for students from the Open University and Joo-studies).
Priority list:
1. MIB/CEMS/CS/IDBM students,
2. MIB minor students,
4. Other BIZ and exchange students,
5. Other Aalto students.Applies in this implementation:
ATTENDANCE: Much of the
learning occurs via the discussions and small team exercises during the class
sessions. Therefore, regular class session attendance is expected of all
students. Missed sessions need to be
compensated by a written assignment given
by the lecturer. The topic for the compensating assignment must be agreed upon with
the teacher. Students are expected
to be online on time and should
be prepared to turn on the video during the classes for active participation.All relevant course material (lecture slides, assignments, grades, etc.)
will be published on the course webpage in MyCourses, which will serve as the
primary online learning environment for the class. In MyCourses forum you will
be able to (if you wish) discuss topics and themes related to the course, share
interesting links, find a team for the team assignment and get to know your
classmates.
- Teacher: Lavrusheva Olga
- Teacher: Seristö Hannu