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
- 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, paula.kilpinen@aalto.fi
Course assistant: Hanne Savolainen, hanne.savolainen@aalto.fi
The course is conducted via Zoom: https://aalto.zoom.us/j/65649510677
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
CONTENT, ASSESSMENT AND WORKLOAD
Content
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”.
https://brandstorm.loreal.com/en
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:
0-5
Workload
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
DETAILS
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
Review, 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
Prerequisites
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
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
Content:
- Introduction to the course
- Course objectives and outcomes
- Presentation of the Brandstorm Business Project
2021: Invent the Beauty Shopping Experience through
Entertainment - 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
2.Global brand management and key elements in entertainment
Date: March 4th, 2021
Time: 9:15- 12:00
Content:
- 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
Content:
- 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
Content:
- 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
- Opettaja: Savolainen Hanne
- Opettaja: Seristö Hannu