Perfil y competencias del asesor financiero DF2-245
This technical note explains what the client is looking for when it comes to deciding who will manage their assets. It also explains how one of the main components of financial entities are its financial advisors that, nowadays, need to have the adequate experience and training to fulfill their responsibilities entirely.Academic Area:Finance
Técnicas de innovación MK2-144
This learning material describes the method that is necessary for the process of innovation of a brand. From the attitude and inspiration to the sophistication of the message to influence the perception of who receives it.Academic Area:Marketing | Innovation
Marketing programático MK2-150
Programmatic marketing allows the user to be impacted at an exact moment and in a specific context in such a way that this impact occurring is conditional on something happening and in milliseconds. By being marketing automation, there is technology behind it.
The term covers a wide range of technologies that allow the purchase process, ad placement and advertising optimization to be automated.
Because advertisers now have more information about users (pages they visit, articles they search for, what they share on their social networks, etc.), they can address them with messages more accurately than ever.Academic Area:Marketing
KPI y métricas según canal y objetivo de negocio MK2-148
It is important to distinguish concepts that are sometimes confused and are different things: data, metrics and KPIs. In this material, these three concepts and their most relevant uses are studied.
Data are cold figures. Data collection generates information in the form of metrics. And the most relevant metrics that allow taking stock of businesses are KPIs (key performance indicators).
Dashboards usually collect these KPIs and all the information elements needed to facilitate decision making. They are very important in management and aim to review the most relevant business information at a glance.Academic Area:Marketing
Cómo detectar en qué etapa de la relación se encuent … MK2-149
In marketing, especially now when relationships with consumers are built on the basis of the entire purchasing funnel in a coherent and linked way, it is key to detect what phase of the funnel the consumer is in with the brand.
A brand’s ultimate goal is always for the consumer to buy. But why does the consumer not do it? Is it because he does not know me? Does he know me but not prefer me? And if he does it, does he buy again and recommend me?
This is key because the strategy to work on awareness (TV) is different than the one to work on consideration (product test), preference (working with advocates) or purchase (promotions).Academic Area:Marketing
Estrategias de inversión en renta fija con la ayuda … DF2-231
This technical note starts with the basic types of investments in fixed income bonds. It then dives into the concepts and differences between fixed rate coupon and variable rate coupon. It also goes into the derivatives interest rates, forwards over bonds and things like forward rate agreements. It also explains swaps and their use in portfolio management and finally explains caps and floors.Academic Area:Finance
Volatilidad y pérdida máxima en una cartera DF2-248
Starts by explaining the meaning of an investment portfolio and moves on to the considerations of a financial advisor must have for an investment proposal, based on the risk profile of the customer. It uses the example of an investment proposal that can be conservative, moderate, dynamic and aggressive. It wraps up with the presentation of the investment proposal, as a previous step for implementation. It also suggests the concept of financial traceability.Academic Area:Finance
La propuesta de inversión en el servicio de asesoram … DF2-247
This technical note covers a wide range of topics that go from the management of an investment portfolio, to the decisions taken by the financial advisor when designing an effective investment proposal. It also goes into details of the different types of investment proposals and their levels of risk.Academic Area:Finance