Marketing & Communications

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  1. Las herramientas de Marketing Digital MK2-104-M

    Digital Marketing Tools is an interactive tutorial which introduces students to the most important techniques of online marketing. An interactive infographic shows the different areas of marketing and their applications in the digital world.

    A final exercise challenges the students to elaborate their own digital marketing plan. A podcast with additional comments from the author complements the tutorial and gives it a personalized point of view.

    Academic Area:
    Marketing & Communications
  2. Market Research MK2-103-M

    Market Research is an interactive tutorial that shows the process of market research in a very practical manner. Students take on the role of product manager working for a company in the soft drinks sector and are responsible for a new product launch.

    Throughout this tutorial different theoretical content and video examples of market research techniques (such as focus groups and questionnaires) help students to assimilate the main concepts.

    Academic Area:
    Marketing & Communications
  3. A “DECLARATION OF INDEPENDENCE” AT PEREZ-LLORCA DE1-116-I

    Written for law graduates in a postgraduate law program. Requires extensive knowledge of the legal sector and knowledge of many topics. Covers an in-depth analysis of the firm’s situation.

    Academic Area:
    Strategy | Human Resources | Marketing & Communications | Others | Law
  4. Anthony Research CG1-104-I-M

    An interactive exercise which encourages students to explore alternative designs for a job cost system. After studying the current cost system of a company students will simulate alternative approaches and monitor the effects on costs and profits. The material is based around four exercises:

    - cost behavior and the classification of costs
    - job cost systems
    - tracing of additional costs
    - alternative allocation bases

    Through a series of questions (with feedback) students are encouraged to explore tracing different costs and allocation bases to make comparisons.

    Academic Area:
    Cost Accounting & Management Control
  5. Paradores MK1-121-I-M

    In this interactive case students take on the role of marketing director of Paradores during a time of uncertainty regarding the hotel chain's future. After reviewing information surrounding the current industry climate students must develop the marketing plan for the following year.

    The material emphasizes the decisions that must be taken when developing a marketing plan. The student is guided through the initial stages segmentation of the market differentiation and positioning before having to select appropriate marketing actions for the four P's.

    Academic Area:
    Marketing & Communications
  6. MECCA-COLA: MENSAJE EN UNA BOTELLA GE1-111

    Mathlouthi had been for a long time very unsatisfied by the American policy in the Middle East. This disappointment soon turned into a boycott on products perceived by consumers as a symbol of American hegemony. With the possibility of war in Iraq, the boycott intensified and became a global phenomenon during the year 2002. The affected companies were, for example, Burger King, McDonald's, Starbucks, Pepsi and Coke.

    Trying to involve his family in this campaign, Mathlouthi encouraged his son, consumer of Coca-Cola, to stop drinking it: "Agree-said the child, but you have to offer me another alternative drink". Solving this puzzle became a personal challenge to Mathlouthi and began to look for a solution.

    Academic Area:
    Strategy | Entrepreneurship | Marketing & Communications | Innovation
  7. Cosméticos Vichy Francia: ¿Blog o no blog? SI1-104

    On May 20th 2005 Delphine, product manager forVichy’s French subsidiary perhaps had one of her worst days professionally speaking. She had to present public apologies to her clients for the false blog created due to the launching of a new anti-aging cosmetic product.

    Soon, it became a scandal of mass proportions and it appeared on main French newspapers.  This is why the top management ofVichyFrancehad to make plans for a response strategy.  The question now was to know if they should act nationwide using traditional communication methods or new methods. Or simply just let some time go by for the problem to be forgotten.

    What to do with the blog then?

    Academic Area:
    Digital Technologies & Data Science
  8. France Vichy Cosmetics: Blog or not to Blog? SI1-104-I

    On May 20th 2005 Delphine, product manager forVichy’s French subsidiary perhaps had one of her worst days professionally speaking. She had to present public apologies to her clients for the false blog created due to the launching of a new anti-aging cosmetic product.

    Soon, it became a scandal of mass proportions and it appeared on main French newspapers.  This is why the top management ofVichyFrancehad to make plans for a response strategy.  The question now was to know if they should act nationwide using traditional communication methods or new methods. Or simply just let some time go by for the problem to be forgotten.

    What to do with the blog then?

    Academic Area:
    Digital Technologies & Data Science
  9. Paradores MK1-121-M

    In this interactive case students take on the role of marketing director of Paradores during a time of uncertainty regarding the hotel chain's future. After reviewing information surrounding the current industry climate students must develop the marketing plan for the following year.

    The material emphasizes the decisions that must be taken when developing a marketing plan. The student is guided through the initial stages segmentation of the market differentiation and positioning before having to select appropriate marketing actions for the four P's.

    Academic Area:
    Marketing & Communications
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