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.


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: 11.01.2022 - 17.02.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Hannu Seristö, Olga Lavrusheva

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

The professor responsible for the course is Dr Hannu Seristö, Professor at the Department of Management Studies. Professor Seristö will be supported by Dr Olga Lavrusheva, Postdoctoral researcher at the IB Unit of the Department of Management Studies. Guest lecturers from the industry will provide further perspectives on applying theory to practical contexts.

Professor Hannu Seristö

Dr Olga Lavrusheva

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    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.

Assessment Methods and Criteria
  • valid for whole curriculum period:

    Based on assignments and a major final assignment

  • applies in this implementation

    Individual assignments (60%) and team assignment (39%) completed during the course will comprise most of the overall course grade. The remaining 1% is for giving course feedback via the standard system. There is no final exam for this course. You must obtain a combined score of at least 50 points and complete the team assignment to receive credit for the course.


    Grading (100 points max):

    90 – 100 = 5 - Excellent

    80 – 89 = 4 - Very good

    70 – 79 = 3 - Good

    60 – 69 = 2 - Very Satisfactory

    50 – 59 = 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.

  • valid for whole curriculum period:

    Contact teaching 24 h
    Independent work 136 h
    Total 160 h (6 ECTS)


Study Material
  • valid for whole curriculum period:

    A reading package consisting of academic and popular articles. Case studies.

Substitutes for Courses
SDG: Sustainable Development Goals

    9 Industry, Innovation and Infrastructure

    12 Responsible Production and Consumption

    17 Partnerships for the Goals


Further Information
  • valid for whole curriculum period:

    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.

    Teaching Period:

    2020-2021 Spring III

    2021-2022 Spring III

    Course Homepage:

    Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu ( instead of WebOodi.

    via weboodi