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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.

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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.


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

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.


Register for the the Marketing in a Global Context program latest four weeks before the module starts.

Program start