Marketing & Communications

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  1. 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
  2. Comunicación estratégica del Festival del film Locar … CM1-003-A-M

    Strategic Communication at Locarno Film Festival is an interactive multimedia case that focuses on the prestigious film festival and in particular the repositioning of the event’s image from the year 2006.

    This repositioning is studied through video interviews examples of the activities implemented and interactive exercises.

    Academic Area:
    Marketing & Communications
  3. Novartis, estrategia comercial de éxito MK1-138-M

    This interactive case was developed so students learn and put into practice their knowledge of developing a business strategy and sales plan. The case presents two interactive exercises which simulate students’ proposed business strategy for facing the commercial challenges the Spanish company Novartis faced in 2008.

    The first exercise corresponds to the launch of Exforge in Spain and the second exercise to the launch of Rasilez, Galvus y Eucreas. In both exercises, the student should plan his/her business strategy for these new products as well as those that already existed on the market. At the end of the exercise, the student will obtain numerical results and graphs of the obtained sales, profitability of the strategy, Share of Voice among others.

    Academic Area:
    Strategy | Marketing & Communications
  4. Valor del cliente en el tiempo MK4-109-M

    This multimedia documentation introduces the concept of Customer Lifetime Value (CLV). It contains two interactive calculators (average input scenarios and flexible input scenarios) for making calculations showing the results numerically and through interactive graphs.

    It includes some exercises that allow students to practice as well as a video from the author with an introduction and an explanation of the theory.

    Academic Area:
    Marketing & Communications
  5. Estrategia de comunicación de IKEA MK1-132-M

    This case tells the story of IKEA and its communication strategy from its arrival in Spain in 1996 to the year 2004. The case details the history of the company and provides examples of different campaigns from around the world.

    Students can study the different marketing campaigns with their desired objectives and the outcomes that the company wished to achieve in the different stages. TV commercials outdoor print and catalogue examples provide background for the analysis. As a conclusion students are asked to consider four alternate campaigns for the future and select the one they feel is most suitable.

    Academic Area:
    Marketing & Communications
  6. 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
  7. 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
  8. 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
  9. Fiat Stilo: posicionamiento MK1-122-M

    This interactive multimedia case analyzes Fiat Auto Spain's positioning strategy of a new product from different perspectives. During this interactive exercise students can assume different roles (Managing Director Marketing Manager or Sales Manager) deal with the decisions regarding a product's positioning and analyze the coherency of the decisions made in the company's various areas.

    Academic Area:
    Marketing & Communications
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