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 enhanced awareness of differences in global market environments, including political, regulatory and cultural issues
  • Understanding of the dynamics and suitability of various marketing strategies and activities for different global market environments, including the adaptation issues
  • Ability to analyze markets and plan global marketing activities
  • Understanding of the related ethical and social responsibility issues.


Credits: 6

Schedule: 09.01.2024 - 15.02.2024

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Hannu Seristö

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

Professor Hannu Seristö 


Teaching assistant 

Doctoral student Emilia Eräpolku 


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 marketing strategies in global dimension and scale.  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, and promotion. Naturally, the dynamics of competition and competitiveness is a red thread in the course. Globalization, world politics, trade regulation and the changes in firms’ operating environment overall are addressed, as are the needs to adjust marketing strategies and activities due to these changes.

Assessment Methods and Criteria
  • applies in this implementation

    Individual or pair assignments (40%) and the team assignment (49%) completed during the course, and attendance in class sessions (10%) will comprise most of the overall course grade. The remaining 1% is for giving course feedback via the School’s standard system. There is no final exam for this course. You must obtain a combined score of at least 50 points and submit the assignments to receive credit for the course.

  • valid for whole curriculum period:

    Lectures and assignments.

  • applies in this implementation

    Contact teaching 30h 

    Independent teamwork and presentation 80h 

    Individual work 50h 

    Total 160h (6 ECTS)


Substitutes for Courses


Further Information
  • valid for whole curriculum period:

    Teaching Language : English

    Teaching Period : 2022-2023 Spring III
    2023-2024 Spring III

    Enrollment :

    Students are admitted to the course in the following priority order: 1) Global Management / CEMS / Open university students, 2) Management and International Business students, 3) BIZ exchange students, 4) other students.