Global Marketing Management

The course provides a theoretically grounded overview of developing and implementing global marketing strategies. Globalisation and the consequent changes in firms’ operating environment and the need to adjust firms’ marketing due to these changes are assessed.
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Schedule:

September 2021 – December 2021

Teaching time:

Evening

Location:

Online
Espoo

Topic:

Leadership and strategy

Form of learning:

Online

Provider:

Aalto University Open University

Level:

Advanced

Credits:

6 By Aalto University (ECTS)

Fee:

€ 90.00

Course description

Learning Outcomes
The key objectives of the course are - to learn the frameworks and tools to analyse global markets, - to assess various alternative cross-border marketing approaches and operation modes, and - to plan, implement and manage marketing activities globally. The learning outcomes include: - the enhanced awareness of differences in foreign market environment, including regulation and cultural aspects - understanding of the dynamics and suitability of various marketing options and components for different global market environments, including the adaptation issues - ability to analyse 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 global marketing strategies. Globalisation and the consequent changes in firms’ operating environment and the need to adjust firms’ marketing due to these changes are assessed. 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, promotion and branding. Attention is paid also to themes such as the impact of politics and trade blocs, digitalization of marketing and role of partnerships. The purpose of the course is to a) present the most important forces affecting global marketer of today, b) assess various global marketing strategies and the components of global marketing, and c) present the ways to organize, coordinate, and control global marketing activities. The benefits for the participant comprise the ability to enhance the impact and quality of international marketing efforts while being aware of the cost

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