Marketing & Communications

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  1. Machine Learning SI2-108-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:

    1) Home

    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
  2. Seis pasos hacia una empresa omnicanal MK2-152-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
  3. Digital Marketing, Social Media and Mobile Marketing … MK2-153-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
  4. Plan de Continuidad del Negocio SI2-106-M

    Problems and issues affecting companies occur both inside and outside the firm across all industries. Not being prepared to manage such issues is effectively setting up the company for disaster”. This technical note teaches students a practical framework that can be used for preventing issues that alter operations as well as to prevent or limit the impact of those issues that have already occurred on critical operations with the objective of reducing the risk of loss of business reputation or even closure.

    This technical note includes a framework for designing a Business Continuity Plan which can be used across all sectors and industries. The framework consists of five phases: Analysis Strategy Implementation Testing and Validation and finally Continual Maintenance. Each of these phases are explained in a practical manner and include the experiences of experts about how they designed the plan for in their company as well as the most critical factors that an organization must respond to for the correct management of issues.

    Academic Area:
    Digital Technologies & Data Science
  5. Big Data SI2-107-M

    This tutorial is aimed at introducing students to the main concepts of Big Data. The material includes videos interactive exercises supplementary material and elements of gamification. Students will learn about the origins of the Big Data concept its definition and characteristics the technologies used and when Big Data is suitable for business.

    In addition students will have a chance at putting into practice their knowledge and to consider the latest trends surrounding this technology. All of this intertwined with elements that will keep students entertained throughout their learning. For example badges can be won along the way recognizing the knowledge acquired while helping to increase engagement with content.

    This material can be used in undergraduate and graduate programs (especially MBA and other management programs) as well as in executive education courses where topics such as technology management and digital business are incorporated.

    Academic Area:
    Digital Technologies & Data Science
  6. Plan de marketing MK2-140-M

    This multimedia tutorial will help students prepare a marketing plan for their business. With the help of a real example (Whisky DYC) the different parts of the marketing plan will be explained from the business mission and vision to the expected results and control mechanisms.

    A game based on the mission and visions of different companies and an exercise on the action plan of Whisky DYC are also included in the tutorial.

    Academic Area:
    Marketing & Communications
  7. Marketing en las redes sociales MK2-139-M

    This tutorial introduces basic concepts of the use of social media in marketing. A description of eight different tools and their general usage key features business application and some mini case studies are provided.

    Some multimedia material and a scavenger hunt of IE’s social media profiles round up the proposal and help students to assimilate the social media concepts and how to use them in marketing.

    Academic Area:
    Marketing & Communications
  8. Business Intelligence SI1-131-M

    The main objective of this material is for students to understand both the structure of the business intelligence system and what it is used for through interactive graphs and animations. It covers the topics of Data warehouses and Online Analytical Processing (OLAP) within Business Intelligence systems.

    Given the multidimensional component of OLAP systems it is a difficult concept for students to understand and these interactive graphs and animations help them to fully understand these concepts in an entertaining way. Finally students will be able to see the effect of these systems on real businesses.

    Academic Area:
    Digital Technologies & Data Science
  9. Posicionamiento MK2-138-M

    The Positioning tutorial shows the basic concept of positioning segmentation and differentiation in a didactical and entertaining way.

    With the help of an introductory animation different ways of segmenting are shown and positioning is underlined as one of the strategic pieces of a marketing plan. Different multimedia examples and some short exercises complete the material.

    Academic Area:
    Marketing & Communications
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