Strategic Marketing in Global Context

Learning Outcomes

• 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.

Content

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.

Teacher

Minna Söderqvist

Study Material

Selection of articles and cases.

Online learning environment for the course & Activating Aalto ID

MyCourses online learning environment is a tool for both students and teachers for communication and managing everyday course work. You need an Aalto User ID to log in to the course's MyCourses workspace and participate in teaching. You can activate your Aalto User ID the day after the registration and you should activate it no later than the day before the start of the course. Instructions for activating your Aalto User ID: Activating Aalto User ID

Digital workspace of the course:
MyCourses

More details on completing the course will be available at MyCourses closer to the start of the course.

Workload

Contact teaching (online) 26 h
Course assignments, group work and independent work 134 h
Total 160 h (6 ECTS)

As the discussions and class assignments build on the assigned literature, it is expected that students
familiarize themselves with the required materials in advance and are able to contribute to the class
discussions. Students are asked to be active during lessons and keep their cameras on.

Prerequisites

Prior studies in candidate level international business or management are strongly recommended.

Evaluation

Lectures, individual and team assignments during the course, no final exam.
75% mandatory attendance.
 

Teaching time and location

This course is organized fully remotely. Students are asked to be active during lessons and keep their cameras on. 
Please see the teaching schedule below:

Teaching times include a 15-minute break. 

Registration and course fee

Registration for Open University courses is done in Sisu-service. 
Course registration

Registration for this course starts on 5.8.2024 at 9.00  
Registration for this course ends on 27.10.2024 at 23.59

It is not possible to register before the registration period has started or after it has ended.

The course fee is payed upon registration for each course at a time and it is binding. Familiarize yourself with registration and payment rules as well as other guidelines for students: Registration, payments and rulesThe number of participants is limited to 40.

This course is organized by the Aalto University Open University.

Further information
Equivalences to other courses: Replaces courses 26E00800 Global Marketing Management, A26E00800 Global Marketing Management and MNGT-E2013 Strategic Marketing in Global Context.

Individual study arrangements

If you need individual study arrangements in order to attend a course, contact the Open University in good time, at least 14 days before the start date of the course or the examination date. Further information and instructions for applying  individual study arrangements can be found here:

Individual study arrangements at Open University