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Una App que no podrás rechazar SI1-153-MDescription:
This multimedia case describes the situation of BigBangBox, a startup that creates edutainment apps. It shows the strategy followed by them in the launch of previous products. It also offers the necessary information about the markets of apps, to understand the importance of selecting the right strategy, with the business model and the promotion as keys to success.
After analyzing the new app, Mafia Business School, the student can decide the strategy for its launch. The student will have the opportunity of selecting an adequate business model and levels of promotion through the use of a simulator.
The case includes the participation of the founders, who tell the story of BigBangBox as a startup and confront the students with the dilemma of the launch of Mafia Business School. It is narrated through a comic, also known as a graphic story. It has a modern and functional design, including resources provided by the company to make the case more entertaining and fun.
The case study is mainly geared towards MBA and Master in International Management students. It can work in courses like Information Systems and IT & Innovation but also in Marketing and Strategy to show specific cases having to do with the world of apps, games and mobile devices. It can also be useful for students who are taking electives that have to do with digital marketing, mobile, digital business models, digital products or something similar as well as professionals in information systems and technology, marketing and digital communication programs.Academic Area:Strategy | Entrepreneurship | Information Systems & Technologies
The Expansion of Palladium Hotel Group DE1-224-I-M
Palladium Hotel Group, a family-owned business that began on the small island of Ibiza, Spain, has enjoyed healthy profits and growth since its inception. However, in 2017, globalization changed the way travelers behaved. The board had identified the North American market as a key driver for achieving the group’s strategic objectives and high margin. The hotel group now needed to maximize loyalty, average daily rates, qualified occupancy and guest experience. How were they to go about this?Academic Area:Strategy
Country Investment Decision EC2-103-I-M
Country Investment Decision is an interactive exercise in which students adopt the role of an International Fund Advisor. Students must study the data available about different countries in order to prioritize the investment options and make a final investment proposal.
The exercise is designed so that different data sets of real countries are firstly considered individually before all the data together is taken into account to make a final proposal. The topics covered are economic indicator data, institutional data, and finally social and political risk data. At each decision stage, the student must justify their choices. A professor’s page displays graphically the evolution of decisions.
* This material will have personalized links for each student and the professor will have the ability to see individual and aggregate responses before and during the class session.Academic Area:Economic Environment
Machine Learning SI2-108-I-M
This multimedia is in a template form with the goal of giving students a background on machine learning, its types, and examples of what it’s used for. It is a simple and straight-forward material that involves text, video, GIF and interactive tools (quizzes, etc.)
The breakdown of sections is as follows:
2) What is Machine Learning
3) Why Now?
4) Infrastructure Needed
5) Types of Machine Learning
6) Test Your ML IQ
The tutorial is meant for students to do before they come into class, to give them a taste of the area of machine learning, without going too much in-depth (that will be the professor’s role).Academic Area:Strategy | Entrepreneurship | Information Systems & Technologies | Innovation
Heinz: Warren Buffett´s bid for the Ketchup giant DF1-225-I-M
In 2013, 3G and Berkshire Hathaway acquired the Heinz group in a multi-billion dollar deal. But how much did they pay? And how did Warren Buffett, one of the richest people on the planet, even know what was a reasonable amount to offer?
In this interactive case study, students assume the role of finance managers advising Mr. Buffett. Through video animations and Excel spreadsheets, they will need to make forecasts and ultimately predict a reasonable price for the acquisition of H. J. Heinz Company.Academic Area:Finance
Digital Marketing, Social Media and Mobile Marketi … MK2-153-I-MDescription:
In this technical note, students will get an introduction to key concepts in digital marketing, social media and mobile marketing. It should serve as an introduction to the topic that they can refer to throughout their studies to refresh key ideas and concepts.
Through the multimedia, they will be able to read the technical information on the right side of the screen while, on the left side of the screen, they will scroll through an example. This will be presented through Maria and her journey through the different digital marketing channels while looking for a hotel in India.
The example will be the more visually appealing part of the multimedia, presented through pictures and videos. At the end of the technical note, there will be an interactive exercise that the students can do as a series of quizzes where they can earn badges that display everything they have learned throughout the material.
Since the example relates to the hotel in India, the material will have a Bollywood theme throughout.Academic Area:Marketing
Caso Loewe: Sostenibilidad y lujo durable DE1-209
The case study describes the process of integrating the concept of sustainability into the operations of LOEWE. The leadership of the new CEO, Lisa Montague, is a key part of the process, as is a highly structured plan to measure and determine whether the process is moving forward. One remarkable aspect of the case is the Leather Crafts College initiative, a training centre open to people interested in developing this skill and who have passed a selection process coordinated by Getafe Council. Having a pool of people who have become "artisans" is critical in the company´s plans for growth.
This case study is ideal to use with a group of students who have management experience. In addition, it is very suitable for use in an advanced level programme related to luxury or communication, when addressing issues related to sustainability. It also certainly fits into a CSR course, when dealing with CSR in more depth than simply as corporate philanthropy.
On a Business, Government and Society course, the case is very useful for illustrating the application of Michael Porter's article: “Creating Shared Value”.
The most appropriate time to position the case is midway through the course.Academic Area:Strategy
ABB and Galindo: Winning the Peace (A) RH1-148-A-I
The complexity of restructuring of large companies can hardly ever be ignored. ABB & Galindo brings up the dilemma of Esther, Human Resources director at the factory, when she is faced with the transition of a factory into a service center. This meant either relocating, retraining or letting go most if not all of the current workers, with the additional complication that even after the official announcement the factory still had to run for another 18 months. This case also has a part B.Academic Area:Human Resources | Negotiation
Donostia-San Sebastían: Una ciudad en busca del ta … GE1-142
The case describes the story of a city, Donostia-San Sebastián, which has the political and institutional goal to become a city of innovation and entrepreneurship. To achieve this, there are different dilemmas related to the size of the city, the shortage of talent in certain specialties, cannibalization of talent, internationally competitive salaries and the effects of the brain drain. In this case study, we meet a local public institution, Fomento San Sebastián (FSS), which acts as the instrument of the city to promote an intelligent, sustainable and inclusive local economic development. FSS plays a fundamental role within the local ecosystem of innovation and takes the lead to endow talent with human capital in the city.
Through the context of the city of Donostia-San Sebastián and the different programs and decisions taken by FSS, the student will be able to understand the innovation ecosystem and to analyze how talent and human capital develops in a city.
This case is useful for a wide audience:
Academic Area:Entrepreneurship | Others | Innovation
- Students of universities, MBA or MIR interested in innovation in cities.
- University students of science, technology, engineering and mathematics interested in the topic.
- Students participating in courses such as Urban Innovation, Public Policy, Sustainable Cities, Human Resources, Innovation and Entrepreneurship.
- It is suitable for "In Company" courses for employees of highly innovative companies and employees of public agencies whose work is related to innovation or research.
Innovación disruptiva en BBVA SI1-147-M
What happens when a multinational from another sector launches an innovative service which competes directly with your offerings? This material explains how BBVA reacted to the disruption of its micro-payment business caused by the entrance of large multinationals from outside the banking industry.
The rapid acceptance of technologies by consumers offers an opportunity to meet a growing demand for new services. Many companies attracted by these business opportunities are placing greater importance on innovation pushing it to the forefront of their structure.
Most commonly it is companies within the same sector that compete amongst one another to launch new services however sometimes the disruptive came from another sector which launches an innovative service which competes directly with your offerings.
This case has been designed for use in undergraduate, graduate (MBA programs and Masters in Management programs), Executive MBA, and executive education programs, and in courses such as Information Systems and Technology, Technology and Information Management, Digital Transformation, and Digital Innovation.Academic Area:Information Systems & Technologies | Innovation
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