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.


- prepare a solution to a real-life brand marketing challenge
- analyse market-and customer-related data
- collaborate in culturally diverse teams
- make a competitive presentation (written and oral)

Credits: 3

Schedule: 02.03.2021 - 25.03.2021

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

Teacher in charge (applies in this implementation): Paula Kilpinen, Hannu Seristö

Contact information for the course (valid 07.02.2021-21.12.2112):

Instructor: Dr. Paula Kilpinen,

Course assistant: Hanne Savolainen,

The course is conducted via Zoom:

Meeting ID: 656 4951 0677

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:

    Brand and product portfolio analysis

    Service design tools

    Communication guidelines for a competitive presentation

  • Applies in this implementation:

    Global Brand Management is a 3 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.

    Project teams of 3 students will tackle a broad and comprehensive company challenge related to e.g. new product or service launch, new business model or customer experience scalable to global markets. The course consists of project work and supporting lectures and will last three weeks. The course is conducted in collaboration with an external partner, L’Oréal, and guest speakers. 

    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 “Invent a Beauty Shopping Experience through Entertainment”.

    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 participation to the World finals.

Assessment Methods and Criteria
  • Valid 01.08.2020-31.07.2022:

    100% based on assignmenets

  • Applies in this implementation:

    1)    Case presentation (80 points= 80% of course grade) 

    • Class presentation (10 slide ppt) on March 18th (to be submitted by March 17th): 60 points
    • 5 min video to be submitted to the
      Brandstorm competition (by March 20th): 20 points

    2)    Class
    activity, learning journal and/or reflection papers (20 points= 20% of course grade)

    The students can
    demonstrate their activity either by being active in class, or by submitting a
    learning journal or reflection paper related to each class, as follows:

    • strength-based survey as pre-work: 2 points (to be submitted by Feb 25th)
    • class activity, i.e. contributing to class discussions, max 2 points per class (class attendance does not entitle to points)
    • learning journal entry (via MyCourses Wiki), 1/3 page, max 2 points/entry (all entries to be submitted by March 26th)
    • reflection papers based on course readings, 1 page, max 2 points/entry (all papers to be submitted by March 26th)
    • feedback survey, 2 points 

    Course grading scale:

  • Valid 01.08.2020-31.07.2022:

    Contact hours 18h

    Independent work 62h

    Total 80h

  • Applies in this implementation:

    The course is an intensive 3 week-course requiring a prompt start into project work and a sprint way of working, as the delivery of the final presentation (and submission to the Brandstorm competition) will occur at the end of the three-week period. 

    Contact hours: 18 h

    Independent work: 62 hours, including

    • Class preparation and learning journals: approx. 6 hours
    • Project work: approx. 56 hours

    Total 80h


Study Material
  • Valid 01.08.2020-31.07.2022:

    As indicated in the syllabus.

  • Applies in this implementation:

    Materials provided by L'Oréal to tackle the Brandstorm case, e.g.

    • Brand Presentation
    • Market Information
    • Consumer Research
    • Trends & Inspiration
    • Distribution Channels

    Course 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
    • Holt, Douglas B., Quelch, John A. and Taylor (2004), How
      Global Brands Compete, Harvard Business
      September, 2004
    • Meyer, Christopher and Schawer, Andre (2007),
      Understanding Customer Experience, Harvard
      Business Review, 2007
    • Communication Handbook- will
      be provided by the lecturer
    • Pitching for Life- will be provided
      by the lecturer

    Other recommended readings (if unfamiliar with international marketing concepts): 

    • Keegan, Warren
      & Mark Green (2017) Global Marketing
    • Farrell, Carlyle (2015) Global Marketing – practical
      insights & international analysis

  • Valid 01.08.2020-31.07.2022:

    MSc level

Registration for Courses
  • Valid 01.08.2020-31.07.2022:

    via Weboodi

  • Applies in this implementation:

    Students must attend the first lecture to ensure their place in the course.

    Course Policies: 80% attendance is required

SDG: Sustainable Development Goals

    12 Responsible Production and Consumption


Further Information
  • Valid 01.08.2020-31.07.2022:

    Students who have completed Global Marketing Management (26E00800) course before Fall 2020 cannot take the course.

    This course is recommened to be combined with the course Business Presenations (77E2400).

  • Applies in this implementation:

    Students must attend the first lecture to ensure their place in the course.

    Course Policies: 80% attendance is required

Details on the schedule
  • Applies in this implementation:

    Please note: Pre-work to the course: Strength-based survey to be completed by February 25th (instruction will be sent via e-mail)

    1. Course kick-off 

    Date: March 2nd, 2021

    Time: 9:15- 12:00


    • Introduction to the course 
    • Course objectives and outcomes 
    • Presentation of the Brandstorm Business Project
      Invent the Beauty Shopping Experience through
    • Introduction to project teams and project work: 
    • Defining
      roles and organizing for the business project building on strengths of each
      team member.

    Pre-readings or pre-assignments: 

    • Familiarization with the course content and material

    Guest speakers: L’Oréal Nordic Executives

    2.Global brand management and key elements in entertainment

    Date: March 4th, 2021

    Time: 9:15- 12:00


    • Global Marketing and Brand Management- theory and practice
    • Key elements in Entertainment

    Guest speakers: 

    • Marco Mäkinen, Vice-President TBWA Helsinki
    • Jarkko Nordlund, Executive Board Professional in the entertainment business, former CEO of MTV and Universal Music

    Pre-readings or pre-assignments 

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

    3. Service Design 

    Date: March 9th, 2021

    Time: 9:15- 12:00


    • Service design principles
    • Service Design to build a digital service, customer experience or business model

    Guest speakers: Johannes Hirvonsalo, Service and Business Designer, Strategist at Solita

    Pre-readings or pre-assignments: 

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

    4.Digital Marketing

    Date: March 11th, 2021

    Time: 9:15- 12:00


    • Digital Marketing strategy
    • Digital Marketing campaigns

    Guest speaker: Samuel Tenhunen, Head of Marketing, Parcel and E-commerce, Posti Group

    Pre-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 2010

    5. Team coaching sessions (50 min) for the business project

    Date: March 12th and 15th

    Time: 9- 16 (50 min slots per team)

    Coaching sessions with the course instructor Paula Kilpinen, who is also a certified business coach.

    6. Pitching the project work

    Date: March 16th, 2021

    Time: 9:15-12:00

    Content: preparing and practicing a pitch to support project presentation 

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

    Pre-reading: Extract from the Pitching for Life (e-book)

    7. Project presentations

    Date: March 18th

    Time: 9:00- 12:00

    Content: Evaluation and feedback on project presentations

    Pre-work: presentations to be submitted by March 17th

    Video (5 min) sent to Brandstorm competition by March 20th, 2021

    Jury will comprise of L’Oréal Executives

    The winner of the Aalto Campus will be invited to the Nordic Finals