Search results for: 'Online'
La Expansión del Grupo Hotelero Palladium DE1-224
The case describes the challenges and opportunities of the Palladium Hotel Group (PHG). PHG is a Spanish company founded in the 60s by the Matutes family that, with over 60 years in the market, is one of the leading companies in the sector.
This case describes the main milestones and challenges of PHG caused by the digital transformation trends in the tourism sector during the previous decade. It includes the story Ushuaïa Ibiza Beach Hotel, which is known for changing Ibiza forever. It also discloses the P2P dynamics achieved with the consolidation of Palladium Addicts.
There is also a description of the segmentation, targeting and positioning strategy followed by the marketing team and the importance of the digital transformation to create a dynamic and proactive management strategy.
The growth of the company was effective in terms of revenue and profits in the past decade, and PHG’s next challenge was to further conquer the American traveller and redesign the strategic roadmap for the coming years in order to achieve the growth and customer experience objectives.
This case has been designed for use in undergraduate, graduate (MBA programs and Master in Management programs), and Executive MBA and Executive Education programs as well as in courses such as Marketing Strategy, Digital Transformation and Digital Innovation.Academic Area:Strategy | 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
Transformación Digital en Vocento SI1-146-M
The trend of people reading on paper is decreasing whilst the trend for reading online is increasing. This multimedia case explains how Vocento reacted to the shift of consumers from traditional media to online media and the significant reduction in income that this initially brought about. It discusses how the company was able to solve this issue by analysing data from its users in order to better understand their habits. With this information Vocento was able to make business decisions that have positioned the company as a leader in the field of online communication. The multimedia case separates the analysis of this experience into five stages from the initial detection of the problem through to finding a solution and measuring the impact on the business.
This case has been designed to be used in undergraduate, graduate (MBA programs and Master in Management programs), Executive MBA and executive education, in courses such as Information Systems and Technology, Technology and Information Management, Digital Transformation, and Digital Innovation.Academic Area:Digital Technologies & Data Science | Innovation
Professor Bernaldo (B): I went blended. Now what? (B) RH1-149-B
Talks about the experience of a professor after her first contact with new teaching methods, that include online classes using videoconferences and online forums.Academic Area:Human Resources
Valoración de empresas, un enfoque gráfico DF2-221-M
This interactive tutorial describes in a very simple manner the four valuation methods: accounting method liquidation method discounting of cash flows and ratios. Using animations and graphs it shows what each of these methods measures focusing on the balance sheet.
The last section of this tutorial is an exercise where students have to apply the four valuation methods for a fictitious company. The objective is for them to see a graphical comparison of the different values obtained under each one of the methods.
This tutorial has been used successfully in undergraduate, graduate (in particular MBA, Masters in Finance and Masters in Management courses) and executive education level finance courses, both in online/blended and face-to-face formats.Academic Area:Finance
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
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 "did you know?" 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
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