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
The Internet of Things SI2-109-I-M
This multimedia project aims to provide the student with an overview of the Internet of Things (IoT) so they can develop the ability to think critically and strategically about the opportunities and challenges that have emerge through the Internet of Things in our current digital era.
The student will be able to develop the knowledge base for IoT in order to understand courses related to emerging technologies, digital transformation and impact of technology in different corporate departments and industries.
The student is immersed in an interactive environment with 9 different sections, varying from virtual rooms of futuristic house to a Smart City and factory.They will always be guided and accompanied by Maria, the protagonist of our interactive case. The character of Maria contextualizes the learnings of the students and puts them into an entertaining and exciting story in the form of animations. This keeps the student engaged as well as teaching them in a learning-by-doing approach.
This tutorial will cover the definition of the Internet of Things and the importance in today’s world; how it is changing every industry (health, manufacturing, urban planning etc.); IoT partnerships and the IoT ecosystem necessary to make it reality, are some of the topics that will be covered. We will also examine how certain challenges such as privacy, cybersecurity, cultural, social or interoperability affect the way Internet of Things functions in today’s world.
Animations, videos, pop-ups and other interactive features make the student´s journey an entertaining and practical experience in order to develop a full understanding of the Internet of Things in a multimedia format program with an approximate duration of 60 minutes.Academic Area:Digital Technologies & Data Science
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
Cities, Innovation and Talent GE2-135-I
This technical note explains the fundamentals of the ecosystem for innovation and talent and its importance for the city. We can understand the role of human capital and how important talent is for the ecosystem, where several factors converge for the generation of ideas, products, methods or processes and that encourage entrepreneurship.
Through this document, we will be able to know what talent is and how it is associated with human capital, why talent is important to the ecosystem of innovation and economic growth of a city and what aspects are necessary for a city to have an urban ecosystem of innovation and talent.Academic Area:Entrepreneurship | Others | Innovation
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
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
Product strategy: portfolio management concepts, typ … MK2-106-I
This note introduces readers to concepts about products. It explains various definitions of what a product is, emphasizing that products are not what the producer wants them to be but how the consumer perceives them. It looks at the value hierarchy for the customer and the levels of the product (core benefit, generic product, expected product, augmented product and potential product) and then goes on to explain its physical and psychological attributes. Next, it delves into the brand emphasizing that it is one of the key elements of the commercial strategy used for products and a valuable strategic asset and then takes a look at the brand identity. Using Nike as a practical example, it introduces readers to the hierarchy of benefits and how to use the brand’s attributes to identify the final identity of the brand. It describes the differences between consumer goods, industrial goods and services and also talks about how to manage a portfolio of products using Procter & Gamble and Pantene as an example. Then it describes the stages of the product market life cycle and how it is essential for any company that wishes to remain profitable over the long term to develop new products. Looking at the Ansoff Matrix, readers are introduced to four different strategies regarding products and markets. Lastly, the note explains the BCG growth/relative market share matrix to show how to determine the strategic situation of a company’s products/markets and the AC matrix to determine the attractiveness and competitiveness of a market.Academic Area:Marketing & Communications
Positioning: a key factor in marketing strategy MK2-105-I
The technical note explains the importance of the positioning strategy of the brands within the general marketing strategy of a product or a company. It also describes and analyzes the positioning as a phase in the Marketing process, the advantages of a good positioning and the common mistakes marketers run into when positioning a brand. It emphasizes segmentation as a tool for the positioning strategy.
This material is details the process of development of the positioning and its phases. It explains stages of market definition, market segmentation, reasons for segmenting or not segmenting, segmentation criteria and differentiation.Academic Area:Marketing & Communications
Consumers' purchasing behavior MK2-107-I
This document summarizes the concepts and basic processes involved in consumer behavior, emphasizing how understanding consumers' needs benefits both consumers and marketers. Understanding consumer behavior can allow companies to develop a commercial strategy that is better matched to consumers, which will increase demand and optimize the means to generate that demand. Some of the main challenges are the variability of behavior, its changing nature, and the complexities of studying it. The note delves into how consumer behavior can be studied in a systematic and precise way by using a wide range of theoretical approaches and models and how it can be affected by factors such as environmental influences (economic, political, technological and cultural context) and marketing actions. The document outlines the various psychological factors involved in decision-making (personality, lifestyles, beliefs and attitudes, motivation, perception and learning) as well as the non-psychological ones (age, sex, location, etc.) which allow the marketer to better understand the consumers’ buying habits. It explains the basic decision-making model in depth and how consumers’ behaviors can play an active role in generating value for the company or the opposite thanks to undesired behaviors such as boycotts, complaints and negative word of mouth. It wraps up by describing how to move consumers from habit buying to decision making.Academic Area:Marketing & Communications