Search results for: 'Estudio'
EL VIAJE DE TRANSFORMACIÓN BI / BIG DATA EN TELEFÓNI … (A) SI1-161-A
Big data is currently very trendy. All companies are working in one way or another with this technology. Nevertheless, beyond the hype, how does a great consolidated company, a market leader, revolutionize data and artificial intelligence? How do you extract the maximum potential of data to achieve a real impact on your clients and the business?
In a context of containment within the sector and decreasing revenues, Telefónica España, a telecommunications incumbent and leader in its market, decides to consolidate its leadership by opting to transform its business.
In this case study, Telefónica España faces the challenge of designing and building a model with structural and transversal data serving the whole company. As it does so it must attend to its daily business needs, assess the technological possibilities of big data and manage an important cultural change.
Part 1 sketches the profound changes in Spain’s telecommunications sector in the last several years en route to a position of international prominence. It then details the 2012 launch of Movistar Fusión and how Telefónica embraced big data, consolidated into one data warehouse, wrought internal cultural change and maintained strong operational performance all at once.Academic Area:Digital Technologies & Data Science
Mobike Unicorn GE1-141
The case describes some strategic, marketing and organizational challenges faced by Mobike during the path of further expansion and growth. China, as an emerging and fast-expanding market, has its unique features. Mobike, as a successful Chinese startup, was able to survive a number of rounds of fundraising and stood at a crossroad, leading to different future growth paths.
The company has its doubts about the future. The point is not how to grow fast, but how to grow and stay in the market longer. The founder Hu Weiwei and CEO Davis Wang were concerned about the strategy for the future. The question was: should Mobike enter the deeper level of second- and third-tier cities in China, or should it pursue its global market penetration?
The case illustrates the challenges presented by business expansion. It highlights the importance of strategic tools, namely business model canvas, scenario planning and market analysis, to reevaluate current business operations, clarify future possibilities and mitigate business risks.
The case could be used in business schools at a variety of levels, including undergraduate, MBA and Executive. It could also be used in marketing, strategy and international cultural management courses. It is particularly useful for participants who want to explore strategy domain or build market knowledge on Chinese markets and the growth path on Chinese startups.Academic Area:Strategy | Entrepreneurship | Marketing & Communications | Innovation
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
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
DINERO, BANCOS Y POLÍTICA MONETARIA EC2-116
This note is about the workings of the assets market, the different types of assets and focusing on money, the role of commercial and central banks. It analyzes the assets and money markets and their influence over monetary policy and interest rates. Finally it explains the different models of monetary policy, the types of financial markets and the stock-market indicators.
This technical note substitutes the previous ones EC2-006 "El Sistema Financiero y la Creación de Dinero" and EC2-007 "El Mercado de Activos" that are no longer available.Academic Area:Economic Environment & Public Affairs
POLÍTICA FISCAL Y MONETARIA Y MOVILIDAD DE CAPITALES … EC2-117
Analyzes the relationship between the commodity and financial asset markets, going deep into the effect of monetary and fiscal policies separately, as well as the consequences of their simultaneous application. The second section goes into the interest rates between countries and the system of foreign exchange, whether fixed or flexible. It ends with an explanation of the risk premium of several countries.
This technical note substitutes the previous ones EC2-008 "Los Mercados de Bienes y Activos: Las Políticas Fiscal y Monetaria" and EC2-009 "Las Políticas Fiscal y Monetaria en Economías Abiertas con Movimientos de Capitales" that are no longer available.Academic Area:Economic Environment & Public Affairs
Camerun una oportunidad para Jumbo en África MK1-141
This case follows Spanish multinational food company Gallina Blanca’s expansion into central Africa and how they laid out their marketing plan so that a viable entry into the market in Cameroon, a country that seemed attractive for its market but also showed great instability. This case will help students better understand marketing plans and how a study of the Four Ps strongly influences the decision to enter into a market or not.Academic Area:Marketing & Communications
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
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