Marketing & Communications

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  1. The Marketing Plan MK2-140-I-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
  2. Social Media Marketing MK2-139-I-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
  3. 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
  4. Positioning MK2-138-I-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
  5. 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
  6. Mango SI1-129-I-M

    Multimedia case that analyzes the online sales strategy of Mango. This case covers the strategy since the company started the e-commerce campaign in 2000 up until 2008.

    This case contains a series of interactive graphs that explain what e-commerce is and the impact it can have on the P&L of a company especially in the retail sector. It also includes a &quotdid you know?&quot that describes the use of e-commerce platforms in different sectors.

    Videos of Mango managers discussing the decisions they took before and after the implementation of the online strategy complement the material.

    The case can be used in different areas (Information Systems & Technologies, Strategy, Marketing, Operations) as well as specialized electives such as e-commerce. It is used to provide an overview and introduction on the steps before defining a strategy and e-commerce with international reach as well as a first approximation to the areas included in this strategy and the efforts required for optimal development.

    Academic Area:
    Digital Technologies & Data Science
  7. Media Planning MK2-136-I-M

    This tutorial introduces students to the different aspects of media planning from the initial process through to the different stakeholders involved in the changing landscape of media and media agencies. The entire process is explained through the use of a real multimedia case about the launch of a new car.

    Information about the media sector and advertisers explain in dynamic way how new technologies have changed the sector in recent years. The case includes exercises and videos with managers from the sector which help students understand the basic concepts in an interactive and practical manner.

    Academic Area:
    Marketing & Communications | Negotiation
  8. Business Intelligence SI1-131-I-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. Plan de Medios MK2-136-M

    This tutorial introduces students to the different aspects of media planning from the initial process through to the different stakeholders involved in the changing landscape of media and media agencies. The entire process is explained through the use of a real multimedia case about the launch of a new car.

    Information about the media sector and advertisers explain in dynamic way how new technologies have changed the sector in recent years. The case includes exercises and videos with managers from the sector which help students understand the basic concepts in an interactive and practical manner.

    Academic Area:
    Marketing & Communications | Negotiation
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