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  1. 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
  2. Interactive graph of the aggregate supply and demand … EC2-027-I-M

    The purpose of this interactive material is to enable students to learn and comprehend the cause-effect relationship in the full aggregate demand and supply (AD/AS) model and to observe the adjustment of the economy in the short and the long term. The program assumes that students are already familiar with the underlying concepts of the graphic representation of the AD/AS model.

    The tool also includes a number of simple case studies that illustrate the capacity and limits of the model and explain certain real economic situations.

    Academic Area:
    Economic Environment
  3. Gráfico interactivo del modelo de oferta y demanda EC2-027-M

    The purpose of this interactive material is to enable students to learn and comprehend the cause-effect relationship in the full aggregate demand and supply (AD/AS) model and to observe the adjustment of the economy in the short and the long term. The program assumes that students are already familiar with the underlying concepts of the graphic representation of the AD/AS model.

    The tool also includes a number of simple case studies that illustrate the capacity and limits of the model and explain certain real economic situations.

    Academic Area:
    Economic Environment
  4. El fondo de maniobra CG2-119-M

    Multimedia technical note that analyses the concepts of working capital, the operating fund requirements, and the method to calculate and interpret them. The objective is to show the importance of current assets as consumers of financial resources and why managers should know how to manage them appropriately.

    The material includes explanations with audios and animation that enable students to understand the basic concepts. There are also small examples, self-correcting exercises, and additional explanations that enable students to reinforce their acquired knowledge. There is also a small case study and a final exercise based on Excel templates that provide automatic feedback.

    Academic Area:
    Cost Accounting & Management Control
  5. The creation and development of the brand Aquarius MK1-160-I-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
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