Marketing & Communications
EFFECTIVE COMMUNICATION FOR LEADERSHIP CM4-001-I-M
The tutorial takes the student through the aspects of oral communication which research and observation show will make the speaker be perceived as more charismatic. It covers the least frequently taught side of charismatic communication: the content of the speech. The first part shows how to frame the message, through the depiction of values, the future, the individuals as capable of achieving the vision, the power of the group to succeed, and the leader himself as the standard to follow. The second part teaches which rhetorical recourses are most effective in conveying the message. The third part studies the attributes and behaviors most frequently observed in charismatic leaders. The fourth part shows the uses of language that will reduce the perceived power of the speaker.Academic Area:Organisational Behaviour | Human Resources | Marketing & Communications | Others
Goiko Grill GE1-148-I-M
The multimedia case study will tell the story of Goiko Grill; a casual dining restaurant in Spain, with roots from Venezuela. It looks at its exponential rise over a five year period and how keeping strong to a core culture has proved vital in its success.
The story is told through exclusive interviews with Andoni Goicoechea, the owner and founder, and his journey over the last five years. We also speak to his staff on their experiences during this rapid growth – some moving from waiter to senior leadership in this short period of time.
There will be separate sections, which will progress chronologically: Starting the company; Scaling and whether to franchise; To sell or not; International/future expansion.Academic Area:Economic Environment & Public Affairs | Strategy | Entrepreneurship | Innovation
CALVIÁ BEACH MK1-165-I-M
This multimedia case will be provided to the students after having read a written case, so they will already have a knowledge about the subject, the situation and the position of Meliá in Magaluf.
The case describes the story of Meliá Hotels International in Magaluf, Mallorca, as a touristic destination that had an extraordinarily fast development. It became a reference destination, due to its climate and privileged environment. It turned into a reference of quality and cost-effectiveness in Spain for decades, driven by hotel investment and tourism in the area.
However, in the 90s the perception of the area, as a quality tourist destination, decreased and began a period of inflection. These actions led to the fall of prices and margins of hotels.
Faced with the situation of serious deterioration of the Magaluf area and the declining results of Meliá hotels in the area, Mark Hoddinott knew that they had to make a strategic decision about the positioning of Meliá in that destination. After detailed analyzes, reflections and a wide network of consultations with collaborators, Hoddinott concluded that the best alternative for the company was investing in the area and promoting a strategic repositioning to restart Magaluf as a tourist destination.
The purpose of this material, is that once the student is aware of the repositioning plan that Meliá decides to make in Magaluf, have all the tools to organize the implementation of this plan, in order to relaunch this tourism destination.Academic Area:Marketing & Communications
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 | Digital Technologies & Data Science | Innovation
Innovation Island DE1-223-I-M
Innovation Island is an out-of-the-box interactive simulation created to facilitate a practical in-class learning journey for instructors focusing on various strategic and leadership themes, such as leadership intelligence, collaborative innovation, design thinking and scenario planning.
After a plane crash, learners are stranded on a deserted island together with limited resources and an abundance of dangers. Using lessons from the professor himself, survivors must work in groups to develop a prototype that will assist them in confronting at least one particular uncertainty that jeopardizes their survival on this unforgiving island.
This multimedia is unique in that it gives instructors the freedom to focus their session on the themes they choose (e.g. soft skills and leadership intelligence).
The activity is also heavily based on collaboration and teamwork, encouraging learners to spend the majority of their time putting into practice the takeaways provided by the instructors in their class in a highly constructive way. Also, being put in a fictitious situation not typically used in higher-education/continuing-education settings, participants are 1) all able to connect and collaborate on a goal, regardless of their professional backgrounds, and 2) forced to think outside the box critically.
This simulation can be used effectively in MBA, MIB and M.Sc.; Global or Executive programs at any level, particularly in courses focusing on: innovation, leadership, strategy, strategy execution, complexity management and/or team dynamicsAcademic Area:Strategy | Innovation
Digital Marketing, Social Media and Mobile Marketing … MK2-153-I-M
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 & Communications
Six steps to an omnichannel company MK2-152-I-M
The customer journey is a 6-stage process that follows a potential customer through every touch point they have with your brand.
The six stages are: Awareness; 0 Moment of Truth (0 MOT); Evaluation; 1st Moment of Truth; 2nd Moment of Truth and Loyalty and Advocacy. In this multimedia students will be shown a potential customer experience each of these stages as she goes in search of a little black dress. Along with this, they will read a detailed explanation of both how to ensure any customer is kept happy in that stage, and which digital channels you can use to target them.
They will complete the multimedia by completing a customer journey mapping exercise on a downloadable excel, where they have to predict the emotions felt and the channels required in each stage of the customer journey.Academic Area:Marketing & Communications
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
Fabric Softeners MK1-157-I-M
This multimedia case has been developed as an interactive single-player simulation. It presents a real life situation of how to use market research in a business context; in the specific case of revenue growth through an increase in consumption. The case covers all the steps within market research; secondary data analysis, the actual design of the market research, and the development of the marketing plan. The case is closely based around a consumer goods giant, however the details of the company have been disguised.
Through an interactive interface students will review the market research methodologies, analyze key qualitative insights and quantitative data; and more importantly experience first-hand the decision making process behind market research. All this under the intriguing framework of developing the Fabric Softener category in a number of developing countries (Mexico, Russia, Poland, Hungary, and The Philippines, among others).
By working through this case study, students will learn about market research and at the same time have the opportunity to put into practice their knowledge. They will understand how to use the information obtained from the research to guide investment choices, both in terms of selection of countries as well as specific marketing and promotional activities.
This simulation can be used as part of a marketing fundamentals course or in a more specialized market research course. It can be used in master programs such as MBA, Master in Management, Master in Marketing Research or degree/university level courses with students that have some previous knowledge in marketing issues and marketing research tools and methodologies. It can also be used in executive education programs.Academic Area:Marketing & Communications