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  1. Leadership perception around the world CO2-310-I-M

    This tutorial introduces six dimensions of leadership found across the world some which are highly regarded in all cultures and some which are associated as undesirable in certain countries.

    The students will be asked to compare these dimensions across countries and cultures and estimate which are higher than others to gain a sense of understanding for how expectations and prototypes for leadership differ around the world.

    Academic Area:
    Organisational Behaviour
  2. Estrategia de comunicación de IKEA MK1-132-M

    This case tells the story of IKEA and its communication strategy from its arrival in Spain in 1996 to the year 2004. The case details the history of the company and provides examples of different campaigns from around the world.

    Students can study the different marketing campaigns with their desired objectives and the outcomes that the company wished to achieve in the different stages. TV commercials outdoor print and catalogue examples provide background for the analysis. As a conclusion students are asked to consider four alternate campaigns for the future and select the one they feel is most suitable.

    Academic Area:
    Marketing & Communications
  3. IKEA Communication Strategy MK1-132-I-M

    This case tells the story of IKEA and its communication strategy from its arrival in Spain in 1996 to the year 2004. The case details the history of the company and provides examples of different campaigns from around the world.

    Students can study the different marketing campaigns with their desired objectives and the outcomes that the company wished to achieve in the different stages. TV commercials outdoor print and catalogue examples provide background for the analysis. As a conclusion students are asked to consider four alternate campaigns for the future and select the one they feel is most suitable.

    Academic Area:
    Marketing & Communications
  4. Market Research MK2-103-I-M

    Market Research is an interactive tutorial that shows the process of market research in a very practical manner. Students take on the role of product manager working for a company in the soft drinks sector and are responsible for a new product launch.

    Throughout this tutorial different theoretical content and video examples of market research techniques (such as focus groups and questionnaires) help students to assimilate the main concepts.

    Academic Area:
    Marketing & Communications
  5. Digital Marketing Tools MK2-104-I-M

    Digital Marketing Tools is an interactive tutorial which introduces students to the most important techniques of online marketing. An interactive infographic shows the different areas of marketing and their applications in the digital world.

    A final exercise challenges the students to elaborate their own digital marketing plan. A podcast with additional comments from the author complements the tutorial and gives it a personalized point of view.

    Academic Area:
    Marketing & Communications
  6. Las herramientas de Marketing Digital MK2-104-M

    Digital Marketing Tools is an interactive tutorial which introduces students to the most important techniques of online marketing. An interactive infographic shows the different areas of marketing and their applications in the digital world.

    A final exercise challenges the students to elaborate their own digital marketing plan. A podcast with additional comments from the author complements the tutorial and gives it a personalized point of view.

    Academic Area:
    Marketing & Communications
  7. Market Research MK2-103-M

    Market Research is an interactive tutorial that shows the process of market research in a very practical manner. Students take on the role of product manager working for a company in the soft drinks sector and are responsible for a new product launch.

    Throughout this tutorial different theoretical content and video examples of market research techniques (such as focus groups and questionnaires) help students to assimilate the main concepts.

    Academic Area:
    Marketing & Communications
  8. A “DECLARATION OF INDEPENDENCE” AT PEREZ-LLORCA DE1-116-I

    Written for law graduates in a postgraduate law program. Requires extensive knowledge of the legal sector and knowledge of many topics. Covers an in-depth analysis of the firm’s situation.

    Academic Area:
    Strategy | Human Resources | Marketing & Communications | Others | Law
  9. Dilemas familiares en la carrera profesional: Music … (B) CO1-106-B

    This material analyzes the working and personal lives of three executives of a major multinational company (MIP) in the record industry.They received a visit from a former colleague interested in finding out how the previous year had gone for the company. Her three colleagues – Jetta, José Luis and Juan – had passed a hectic year trying to manage their professional careers and resolving significant family dilemmas. The visit of this former colleague caused them to reflect on how they had managed their lives and how they were going to deal with important decisions that were approaching.

    The second part of this case picks up the stories of Jetta, Juan and José Luis one year later. 

    Academic Area:
    Organisational Behaviour
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