Articles
Strategic partnerships often bring surprises
, Heidi Hammarsten
Marketing in a Global Context
Marketing in a Global Context is a three-day core module of the Global Leader program, and it can also be taken as a stand-alone program.
The module provides an overview of developing and implementing a strategy that is driven by global markets. It pays particular attention to the topics of strategic partnerships, digitalized marketing and the metrics for assessing marketing.
The course 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.
Up to 4.5 European Credits (EC) can be transferred from the Marketing in a Global Context program to the Aalto Executive MBA or Aalto MBA program.
Benefits
Marketing in a Global Context is designed to enhance your performance through improved international business and marketing capabilities.
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.
For
Marketing in a Global Context is designed for experienced managers and business leaders who need to understand and interpret financial information in order to manage across functions in a global context.
It is also relevant for experts and specialists who aspire to build competencies and confidence in making strategic decisions.
Contents and Schedule
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.
Program Structure
Pre-module period of 2–3 weeks
Individual preparation
Three-day module
Intensive face-to-face session with instructor and peers
Post-module period
Take-home assignment
Marketing in a Global Context, September 16–18, 2019
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 course 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 course are strategy, the global business environment, globalization, competitiveness, marketing strategy and management, differing customer expectations, partnerships, digitized marketing and marketing metrics.
Instructor: Professor Hannu Seristö, Aalto University, Finland
Program Fee and Registration
Program Fee
The fee for the Marketing in a Global Context module is € 3,590 (+ VAT).
The fee for the Global Leader program (6 modules) is € 13,800 (+ VAT).
The program fee includes learning materials, lunches and coffee breaks during the program days.
Please note that the program fee does not include travel expenses or accommodation. VAT is applicable to private persons and Finnish companies.
Registration
Register for the the Marketing in a Global Context program latest four weeks before the module starts.