AMNGT-E2013 - Strategic Marketing in Global Context, Lecture, 16.10.2023-18.12.2023

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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

Credits: 6

Schedule: 16.10.2023 - 18.12.2023

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Minna Söderqvist

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

avoin@aalto.fi for general request

minna.soderqvist@aalto.fi for course content related issues

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

  • applies in this implementation

    Please see the enclosed pdf

Assessment Methods and Criteria

  • applies in this implementation

    50 % cases

    50% assignments

    Please see the course description pdf for more details

Workload

  • applies in this implementation

    6 ECTS = 160 working hours

DETAILS

Study Material

  • applies in this implementation

    It is expected that students familiarize themselves with all the readings in advance to be able to contribute to the class discussion. Two of the readings must be chosen for the two assignments done either individually or in pairs (i.e., one article per assignment). For the first essay, the students choose an article among the first three articles in the readings list, and for the second essay, they choose an article among the remaining three articles. One of the articles is an article collection which consists of three articles. If the student(s) choose it for the essay, all three articles must be included and discussed.

    You can find the articles through the links below. For the Harvard Business Review (HBR) articles, students must find the articles using Aalto-Primo.


    • Armstrong, S., Esber, D., Heller, J., Timelin, B. (2020). Modern marketing: What it is, what it isn’t, and how to do it. McKinsey & Co. Online article, March 2, 2020.

    https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=Modern+marketing%3A+What+it+is%2C+what+it+isn%E2%80%99t%2C+and+how+to+do+it&btnG=


    • Kozlenkova, I., Lee, J.-Y., Palmatier, R. (2021): Sharing economy: International marketing strategies. Journal of International Business Studies. Vol. 52, issue 8. October 2021. Pages: 1445 – 1473

    https://primo.aalto.fi/permalink/358AALTO_INST/cis3s6/cdi_proquest_journals_2576740413


    • Davenport, T., Guha, A., Grewal, D., Ascarza, E., Ross, M., Hardie, B., Mela, C., Cooper, B. (2021): AI-Powered Marketing. Harvard Business Review article collection. 19 pages. product # R2104B-PDF-ENG.
    Please note that this is an article collection which consists of the three articles below (download each article separately)

    • Davenport, T., Guha, A., & Grewal, D. (2021). How to Design an AI Marketing Strategy: What the Technology Can Do Today—and What’s Next. Harvard Business Review, 99, 42-47.
    • Ascarza, E., Ross, M., & Hardie, B. G. (2021). Why you aren’t getting more from your marketing AI. Harvard Business Review, 99(4), 48-54.
    • Mela, C. F., & Cooper, B. (2021). Don’t Buy the Wrong Marketing Tech. Harvard Business Review, July–August, 54-60.


    • Whitler, K.A. (2019). What Western Marketers Can Learn from China. Harvard Business Review, May 1, 2019.

    • Rodriguez-Vila, O., Bharadwaj, S., Morgan, N. A., Mitra, S. (2020). Is your marketing organization ready for what’s next? HBR, Nov-Dec 2020.

    • Batat, W. (2022): Why is the traditional marketing mix dead? Towards the “experiental marketing mix” (7E), a strategic framework for business experience design in the physical age. Journal of Strategic Marketing, online article, 11 October 2022.

    https://primo.aalto.fi/permalink/358AALTO_INST/cis3s6/cdi_informaworld_taylorfrancis_310_1080_0965254X_2022_2129745



Substitutes for Courses
Prerequisites

FURTHER INFORMATION

Further Information

  • valid for whole curriculum period:

    During the autumn and spring terms, registration to Open University's courses is chargeable. The course fee is €15/credit for all students.

    Registration is done in Sisu through Open University Selection -tab. On the tab choose teaching available to be able to register.
    Please, first read the course description from the Open University's page https://www.aalto.fi/en/open-university-course-list#/

  • applies in this implementation

    Please ask Minna Söderqvist if anything remains unclear during the lessons or by sending email to minna.soderqvist@aalto.fi 

Details on the schedule

  • applies in this implementation

    Please see mycourses page

Rules of Conduct - Students´ Rights and Responsibilities (in force from 1 August 2020)

Aalto University Code of Academic Integrity and Handling Violations Thereof