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Marketing in a Global Context

Marketing in a Global Context is a three-day core module in the Global Leader program and can also be taken as a stand-alone program.

The Marketing in a Global Context program provides an overview of developing and implementing a strategy that is driven by global markets.

It 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 the three topics: strategic partnerships for marketing purposes, digitalized marketing, and the metrics in assessing marketing.

Up to 4.5 ECTS credits 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 build and implement marketing strategy 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

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 € 4,150 (+ VAT).

The fee for the Global Leader program (6 modules) is € 14,400 (+ 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

Other Global Leader Modules

You can choose to register for individual stand-alone Global Leader modules or take the the full Global Leader program including all four core modules and the two elective modules of your choice.