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  1. IKEA: Global Brand Communication MK1-163-I-M

    IKEA: Global Brand Communication transports students from the classroom straight into the IKEA showroom. This highly interactive multimedia case details a brief history of IKEA and focuses on the communication strategy used by the brand in 2014, with an emphasis on IKEA Ibérica and its decisions in the Spanish consumer market.

    The IKEA case is separated into 4 sections, each section being a specific area of an IKEA showroom (living room, kitchen, bedroom, and cash registers). In each room learners obtain information, watch videos and take part in activities by clicking on pieces of interactive furniture. In the first room, the living room, students get to know IKEA as a brand, their history, values and performance. Next is the kitchen, where participants will learn about IKEA’s relationship with consumers around the world. This section includes interviews with IKEA customers from various countries, as well as an interactive Brand Sentiment Matrix. Later on in the bedroom, students have a more intimate view of IKEA’s relationship with the Spanish consumer market. Here students can see relevant statistics and data of IKEA Ibérica both from public sources and exclusively from IKEA Ibérica themselves. Some of the most valuable material in this case can be found here, with exclusive interviews from IKEA Ibérica’s Marketing Director as well as their publicity agency McCann. Finally, students can review the takeaways from the case as they approach the registers and exit. Here they can see final thoughts from the professor and author of the case and are prompted to share their own insights via social media.

    This case can be taught effectively in MBA, Global MBA or Executive programs in courses such as Marketing Fundamentals, Integrated Communication or Marketing Strategy.

    Academic Area:
    Marketing & Communications
  2. Técnicas de innovación MK2-144

    This learning material describes the method that is necessary for the process of innovation of a brand. From the attitude and inspiration to the sophistication of the message to influence the perception of who receives it. 

    Academic Area:
    Marketing & Communications | Innovation
  3. Marketing programático MK2-150

    Programmatic marketing allows the user to be impacted at an exact moment and in a specific context in such a way that this impact occurring is conditional on something happening and in milliseconds. By being marketing automation, there is technology behind it.

    The term covers a wide range of technologies that allow the purchase process, ad placement and advertising optimization to be automated.

    Because advertisers now have more information about users (pages they visit, articles they search for, what they share on their social networks, etc.), they can address them with messages more accurately than ever.

    Academic Area:
    Marketing & Communications
  4. KPI y métricas según canal y objetivo de negocio MK2-148

    It is important to distinguish concepts that are sometimes confused and are different things: data, metrics and KPIs. In this material, these three concepts and their most relevant uses are studied.

    Data are cold figures. Data collection generates information in the form of metrics. And the most relevant metrics that allow taking stock of businesses are KPIs (key performance indicators).

    Dashboards usually collect these KPIs and all the information elements needed to facilitate decision making. They are very important in management and aim to review the most relevant business information at a glance.

    Academic Area:
    Marketing & Communications
  5. Cómo detectar en qué etapa de la relación se encuent … MK2-149

    In marketing, especially now when relationships with consumers are built on the basis of the entire purchasing funnel in a coherent and linked way, it is key to detect what phase of the funnel the consumer is in with the brand.

    A brand’s ultimate goal is always for the consumer to buy. But why does the consumer not do it? Is it because he does not know me? Does he know me but not prefer me? And if he does it, does he buy again and recommend me?

    This is key because the strategy to work on awareness (TV) is different than the one to work on consideration (product test), preference (working with advocates) or purchase (promotions).

    Academic Area:
    Marketing & Communications
  6. Claves de la Customer Centricity MK2-145

    This document analyzes the conceptualization, customer centricity variables and variables that measure it in a company, it helps to evaluate if a company has customer orientation and learn what to do to reinforce it.

    Academic Area:
    Marketing & Communications
  7. Role Play - Derecho de la Competencia. Anexo 2. Inst … (Rol 2) AJ-DM-003

    Role play designed especially for early students of law or business administration. Useful to get a first-hand experience of the pressures directors face with competitive threats and also to tempt them with quick solutions using anti-competitive strategies, that tend to be relatively camouflaged. Each role explains the interaction of that team according to their role. This role has the instructions for the Sara Lea group, but also an analysis of who is who to help conduct the two meetings of the activity.


    The key dilemma is centered on the arrival of a Chinese competitor that is combined with the decline of the European sector and what should the brands do to remain competitive in the market

    Academic Area:
    Strategy | Others | Law
  8. Role Play - Derecho de la Competencia. Anexo 5. Inst … (Rol 5) AJ-DM-006

    Role play designed especially for early students of law or business administration. Useful to get a first-hand experience of the pressures directors face with competitive threats and also to tempt them with quick solutions using anti-competitive strategies, that tend to be relatively camouflaged. Each role explains the interaction of that team according to their role. This role has the instructions for Henkal, but also an analysis of who is who to help conduct the two meetings of the activity.


    The key dilemma is centered on the arrival of a Chinese competitor that is combined with the decline of the European sector and what should the brands do to remain competitive in the market

    Academic Area:
    Strategy | Others | Law
  9. Role Play - Derecho de la Competencia. Anexo 3. Inst … (Rol 3) AJ-DM-004

    Role play designed especially for early students of law or business administration. Useful to get a first-hand experience of the pressures directors face with competitive threats and also to tempt them with quick solutions using anti-competitive strategies, that tend to be relatively camouflaged. Each role explains the interaction of that team according to their role. This role has the instructions for the PAIG group, but also an analysis of who is who to help conduct the two meetings of the activity.

    The key dilemma is centered on the arrival of a Chinese competitor that is combined with the decline of the European sector and what should the brands do to remain competitive in the market

    Academic Area:
    Strategy | Others | Law
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