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: 01.03.2022 - 05.04.2022
Teacher in charge (valid for whole curriculum period):
Teacher in charge (applies in this implementation): Hannu Seristö, Paula Kilpinen
Contact information for the course (applies in this implementation):
Instructor: Dr. Paula Kilpinen, paula.kilpinen@aalto.fi
Course assistant: Sini Wallenius, sini.wallenius@aalto.fi
The course is conducted via Zoom: https://aalto.zoom.us/j/61936649282
Meeting ID: 619 3664 9282
CEFR level (valid for whole curriculum period):
Language of instruction and studies (applies in this implementation):
Teaching language: English. Languages of study attainment: English
CONTENT, ASSESSMENT AND WORKLOAD
Content
valid for whole curriculum period:
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 ”Disrupt Beauty 2030” with three alternative tracks 1) Inclusion 2) Tech 3) Green.
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 for whole curriculum period:
100% based on assignmenets
applies in this implementation
Evaluation criteria:
1) Case presentation (80 points= 80% of course grade)
- Class presentation (10-slide ppt) on April 5th (to be submitted by April 4th): 60 points
- 3-slide ppt and 5 min video to be submitted to the Brandstorm competition (by April 5th): 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
- 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 April 12th)
- reflection papers based on course readings, 1 page, max 2 points/entry (all papers to be submitted by April 12)
- feedback survey, 2 points
Course grading scale: 0-5
Workload
valid for whole curriculum period:
Contact hours 18h
Independent work 62h
Total 80h
applies in this implementation
The course is an intensive 6 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 six-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 for whole curriculum period:
As indicated in the syllabus.
applies in this implementation
Materials provided by L'Oréal to tackle the Brandstorm case, e.g.
- L’Oréal Group induction
- Purpose statement
- Sustainability commitments
- Diversity and inclusion commitments
- Tech ambition
- Future and innovation trends in the beauty industry
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
Substitutes for Courses
valid for whole curriculum period:
Prerequisites
valid for whole curriculum period:
SDG: Sustainable Development Goals
12 Responsible Production and Consumption
FURTHER INFORMATION
Further Information
valid for whole curriculum period:
Students who have completed Global Marketing Management (26E00800) course before Fall 2020 cannot take the course. This course is recommended to be combined with the course Business Presentations (77E2400). Students are admitted to the course in the following priority order: 1) MIB, 2) Other BIZ master s students / exchange students / CEMS, 3) Other Aalto students).
Teaching Period:
2020-2021 Spring IV
2021-2022 Spring IV
Course Homepage: https://mycourses.aalto.fi/course/search.php?search=MNGT-E2004
Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu (sisu.aalto.fi) instead of WebOodi.
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
COURSE SCHEDULE
Please note: Pre-work to the course:
Strength-based surveys: 1) (https://www.16personalities.com/ (to be submitted by Feb 25th) 2) https://www.viacharacter.org/Account/Register (bring to 1st class)
1. Course kick-off
Date: March 1st, 2022
Time: 9:15- 12:00
Content:
- Introduction to the course
- Course objectives and outcomes
- Presentation of the Brandstorm Business Project 2022: Disrupt Beauty
- 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
- Strength-based surveys
Guest speakers: L’Oréal Nordic Executives
2. Global brand management and deep-dive into inclusion
Date: March 8th, 2022
Time: 9:15- 12:00
Content:
- Global Marketing and Brand Management- theory and practice
- Deep-dive into the “Inclusion” Track theme
Guest speakers:
- Marco Mäkinen, Vice-President TBWA Helsinki
- Sami Itani, Professor on Practise, Aalto University
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 and deep dive into tech
Date: March 15th, 2022
Time: 9:15- 12:00
Content:
- Service design principles
- Service Design to build a digital service, customer experience or business model
- Deep dive into “Tech” Track theme
Guest speakers:
· Johannes Hirvonsalo, Service and Business Designer, Strategist at Solita
· Susanna Takkunen, Consumer Goods and Retail Lead at Strategy & Consulting
Pre-readings or pre-assignments:
- Meyer, Christopher and Schawer, Andre (2007), Understanding Customer Experience, Harvard Business Review, 2007
4. Digital Marketing and deep-dive into sustainability (green)
Date: March 22nd, 2022
Time: 9:15- 12:00
Content:
- Digital Marketing strategy
- Digital Marketing campaigns
- Deep dive into the ”sustainability/green” track theme
Guest speakers:
· Samuel Tenhunen, Head of Digital Engagement, Posti Group
· Sari Kuvaja, Director, Sustainability Services, Third Rock Finland
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 22nd -28th
Time: tbc (50 min slots per team)
Coaching sessions with the course instructor Dr. Paula Kilpinen, who is also a certified business coach.
6. Pitching the project work
Date: March 29th, 2022
Time: 9:15-12:00
Content: preparing and practicing a pitch to support project presentation
Guest speaker:
· 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: April 5th
Time: 9:15- 12:00
Content:
· 5 min presentation + 10 min Q&A
· Evaluation and feedback
Pre-work: presentations to be submitted by April 3rd 23:59.
3-slide ppt-presentation and video (5 min) sent to Brandstorm competition by April 5th, 2022
Jury will comprise of L’Oréal Executives
The winner of the Aalto Campus will be invited to the Nordic Finals