General Info

Marketing in a Global Context

Marketing in a Global Context is a three-day core module of the Global Leader program which can also be taken as a stand-alone program. Find out more about Global Leader »

The module provides an overview of developing and implementing a strategy that is driven by global markets. We shall assess the impact of globalization and resulting changes in a firm’s operating environment, and the need to adjust the firm’s strategies and particularly marketing due to these changes.

Up to 4,5 European Credits (ECTS) can be transferred from the Marketing in a Global Context program to the Aalto Executive MBA (EMBA) or Aalto MBA Programs.

Contents and Schedule

October 2-4, 2017

The module covers the key concepts and principles of strategy and marketing in a global context, including the premises for competitiveness and the marketing elements (P’s). Particular attention is paid to three topics: strategic partnerships for marketing purposes, digitized marketing and the metrics in assessing marketing.

The purpose of the module is to

  • present the most important forces affecting global business today,
  • assess various strategy approaches for global business,
  • discuss relevant factors in executing a global marketing strategy, and
  • discuss the role of digital tools and modern metrics for global marketing activities.

The main contents of the module are strategy, the global business environment, globalization, competitiveness, marketing strategy and management, differing customer expectations, partnerships, digitized marketing and marketing metrics.


Professor Hannu Seristö, Aalto University, Finland

Read more about the topic from Aalto Leaders' Insight

Strategic partnership often bring surprises

Collaboration between organizations is more popular than ever, but the results are hard to predict. This is the conclusion drawn by long-standing researcher of the subject, Hannu Seristö, Professor and Vice President at Aalto University. Read more »


Experienced managers and business leaders who need the skills and tools for marketing management in order to manage across functions in a global context.

By attending the program you will

  •  Gain an appreciation for the unique challenges inherent in marketing
  • Gain an understanding of key concepts, technologies and best practices of marketing in a global context
  • Increase the ability to develop a marketing plan for increasing business overall profitability.

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