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A330A0300 Strategic Global Marketing Management, 6 cr 
Code A330A0300  Validity 01.08.2011 -
Name Strategic Global Marketing Management  Abbreviation Strategic Globa 
Credits6 cr   
TypeBasic studies  
  Grading scaleStudy modules 0-5,P/F 
  Eligibility for post-graduate studiesno
    Allowed to study several timesno
Organisation LUT School of Business and Management 

Sanna-Katriina Asikainen 
Olli Kuivalainen 
Iustin Vadana 

Description by Study Guide

Location: Lappeenranta

Only for Master's level students.


M.Sc. (Econ. & Bus. Adm.) 1



Teaching Language 


Teacher(s) in Charge 

Professor, D.Sc. (Tech.) Sanna-Katriina Asikainen

Professor, D.Sc. (Econ. and Bus.Adm.) Olli Kuivalainen

Junior researcher, M.Sc. (Econ. & Bus.Adm.) Iustin Vadana


After taking the course the students should to be able to:
1. assess underlying concepts and analytically compare theoretically perspectives of marketing management strategy,
2. assess firm's internal and external environments from strategic marketing management perspective
3. describe and assess the range of marketing strategies available to organizations in a range of environmental contexts
4. describe and assess marketing programmes
5. understand the basics in marketing performance measurement
6. develop a marketing plan
7. design and deliver a professional presentation of a marketing plan.


Assessment of the competitiveness of the firm, assessment of the external marketing situation, STP-process, developing marketing strategies and programmes, standardization versus adaptation, relationships in value chain, budgeting, controlling, marketing plan, marketing performance measurement. Corporate social responsibility strategy, customer behavior, customer relationship management.

Teaching Methods 

Lectures, assignments, workshop, seminar, exam.
In-class (35 hours): 2 hour introductory lecture, 20 hours of lectures, 3 hour market research seminar, 10 hours of term paper presentations in a seminar meeting.
Out-class (125 hours): 10 hours for lecture preparation, 40 hours for exam preparation, 70 hours for preparing term paper, 5 hours for preparing a presentation. Course total: 160 hours.

Examination in Examination schedule (Yes/No) 


Examination in Moodle (Yes/No) 


Examination in Exam (Yes/No) 


Assessment scale and assessment methods 

Final grade 0-5. Evaluation 0-100 points: Assignments (50 points): a) term paper (a group work) (40 points). b) presentation of term paper (10 points). c) personal presentation skills within the term paper presentation (pass/fail) Exam (50 points). All assignments (including the exam) must be passed to acquire the final grade. NOTE: Peer evaluation of the group work may have an effect on the grade.

Course Materials 

1. Hollensen, Svend (2019) Marketing Management. A Relationship Approach. Fourth Edition. Pearson.
2. Assigned readings.

Limitation for students? (Yes, number, priorities/Leave empty) 

Only for Master’s level students.

Places for exchange-students? (Yes, number/No) 


Places for Open University Students?(Yes, number/No) 



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