Aalto University School of Business

Marketing in a Global Context (Global Leader Program)

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About the course

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. Find out more about Global Leader »

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.

Program Benefits

The program 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.

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.

Marketing in a Global Context, September 17-19, 2018

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.

Who should attend

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

Trust the experts

Hannu Seristö

Globally oriented doer bridging academia and industry. Vice President at Aalto University since 2009, currently for External Relations since 2015. Professor of International Business at Aalto University since 2002. Solid executive education experience in Asia and Europe for two decades. Industry ...

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