Marketing & Communications
CALVIÁ BEACH MK1-165-M
This multimedia case will be provided to the students after having read a written case, so they will already have a knowledge about the subject, the situation and the position of Meliá in Magaluf.
The case describes the story of Meliá Hotels International in Magaluf, Mallorca, as a touristic destination that had an extraordinarily fast development. It became a reference destination, due to its climate and privileged environment. It turned into a reference of quality and cost-effectiveness in Spain for decades, driven by hotel investment and tourism in the area.
However, in the 90s the perception of the area, as a quality tourist destination, decreased and began a period of inflection. These actions led to the fall of prices and margins of hotels.
Faced with the situation of serious deterioration of the Magaluf area and the declining results of Meliá hotels in the area, Mark Hoddinott knew that they had to make a strategic decision about the positioning of Meliá in that destination. After detailed analyzes, reflections and a wide network of consultations with collaborators, Hoddinott concluded that the best alternative for the company was investing in the area and promoting a strategic repositioning to restart Magaluf as a tourist destination.
The purpose of this material, is that once the student is aware of the repositioning plan that Meliá decides to make in Magaluf, have all the tools to organize the implementation of this plan, in order to relaunch this tourism destination.Academic Area:Marketing & Communications
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
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
IKEA: Comunicación Global de Marca MK1-163-M
IKEA: Global Brand Communication transports students from the classroom straight into the IKEA showroom. This highly interactive multimedia case details a brief history of IKEA and focuses on the communication strategy used by the brand in 2014, with an emphasis on IKEA Ibérica and its decisions in the Spanish consumer market.
The IKEA case is separated into 4 sections, each section being a specific area of an IKEA showroom (living room, kitchen, bedroom, and cash registers). In each room learners obtain information, watch videos and take part in activities by clicking on pieces of interactive furniture. In the first room, the living room, students get to know IKEA as a brand, their history, values and performance. Next is the kitchen, where participants will learn about IKEA’s relationship with consumers around the world. This section includes interviews with IKEA customers from various countries, as well as an interactive Brand Sentiment Matrix. Later on in the bedroom, students have a more intimate view of IKEA’s relationship with the Spanish consumer market. Here students can see relevant statistics and data of IKEA Ibérica both from public sources and exclusively from IKEA Ibérica themselves. Some of the most valuable material in this case can be found here, with exclusive interviews from IKEA Ibérica’s Marketing Director as well as their publicity agency McCann. Finally, students can review the takeaways from the case as they approach the registers and exit. Here they can see final thoughts from the professor and author of the case and are prompted to share their own insights via social media.
This case can be taught effectively in MBA, Global MBA or Executive programs in courses such as Marketing Fundamentals, Integrated Communication or Marketing Strategy.Academic Area:Marketing & Communications
Creación y Desarrollo de la Marca Aquarius MK1-160-M
This multimedia case shows the complete process of brand creation, construction and management. Comprised of the steps that must be taken in the process, tools and strategies for communication, and the types of decisions that must be faced when managing a brand, students will learn a model that can later be used in other markets and sectors or with other products, as well as understand key factors of the creative process and the search for efficient solutions for communication-based business problems.
Various videos with people who actively participated in the creation of the Aquarius brand are included, such as Marcos de Quintos, Chief Marketing Officer for The Coca-Cola Company, and Miguel García, Creative Director of Sra. Rushmore. It also includes several graphs in which students can analyze market tendencies, competition in the sector, or the rise in non-carbonated beverages in the Spanish market. This data is available in an Excel spreadsheet which the student can download and use to carry out a study.
At the end of the case, several dilemmas which Aquarius faces are brought up, requiring the student to consider different strategies in order to resolve the future challenges Aquarius will be faced with.
The case is recommended for students of degrees and master programs (MBA, MIM, Executive MBA) in marketing and communications sessions and as a basis for a work during the course. It can be used in courses directly related to brand management, commercial communication, integrated communication, communication strategy and creativity.Academic Area:Marketing & Communications
Suavizantes para la ropa MK1-157-M
This multimedia case has been developed as an interactive single-player simulation. It presents a real life situation of how to use market research in a business context; in the specific case of revenue growth through an increase in consumption. The case covers all the steps within market research; secondary data analysis, the actual design of the market research, and the development of the marketing plan. The case is closely based around a consumer goods giant, however the details of the company have been disguised.
Through an interactive interface students will review the market research methodologies, analyze key qualitative insights and quantitative data; and more importantly experience first-hand the decision making process behind market research. All this under the intriguing framework of developing the Fabric Softener category in a number of developing countries (Mexico, Russia, Poland, Hungary, and The Philippines, among others).
By working through this case study, students will learn about market research and at the same time have the opportunity to put into practice their knowledge. They will understand how to use the information obtained from the research to guide investment choices, both in terms of selection of countries as well as specific marketing and promotional activities.
This simulation can be used as part of a marketing fundamentals course or in a more specialized market research course. It can be used in master programs such as MBA, Master in Management, Master in Marketing Research or degree/university level courses with students that have some previous knowledge in marketing issues and marketing research tools and methodologies. It can also be used in executive education programs.Academic Area:Marketing & Communications
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
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
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