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  1. Machine Learning SI2-108-M

    This multimedia is in a template form with the goal of giving students a background on machine learning, its types, and examples of what it’s used for. It is a simple and straight-forward material that involves text, video, GIF and interactive tools (quizzes, etc.)

    The breakdown of sections is as follows:

    1) Home

    2) What is Machine Learning

    3) Why Now?

    4) Infrastructure Needed

    5) Types of Machine Learning

    6) Test Your ML IQ

    The tutorial is meant for students to do before they come into class, to give them a taste of the area of machine learning, without going too much in-depth (that will be the professor’s role).

    Academic Area:
    Strategy | Entrepreneurship | Information Systems & Technologies | Innovation
  2. La Expansión de Palladium Hotel Group DE1-224-M

    Palladium Hotel Group, a family-owned business that began on the small island of Ibiza, Spain, has enjoyed healthy profits and growth since its inception. However, in 2017, globalization changed the way travelers behaved. The board had identified the North American market as a key driver for achieving the group’s strategic objectives and high margin. The hotel group now needed to maximize loyalty, average daily rates, qualified occupancy and guest experience. How were they to go about this?

    Academic Area:
    Strategy
  3. Innovación disruptiva en BBVA SI1-147-M

    What happens when a multinational from another sector launches an innovative service which competes directly with your offerings? This material explains how BBVA reacted to the disruption of its micro-payment business caused by the entrance of large multinationals from outside the banking industry.

    The rapid acceptance of technologies by consumers offers an opportunity to meet a growing demand for new services. Many companies attracted by these business opportunities are placing greater importance on innovation pushing it to the forefront of their structure.

    Most commonly it is companies within the same sector that compete amongst one another to launch new services however sometimes the disruptive came from another sector which launches an innovative service which competes directly with your offerings. 

    This case has been designed for use in undergraduate, graduate (MBA programs and Masters in Management programs), Executive MBA, and executive education programs, and in courses such as Information Systems and Technology, Technology and Information Management, Digital Transformation, and Digital Innovation.

    Academic Area:
    Information Systems & Technologies | Innovation
  4. 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
  5. 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
  6. Porsche: ¿Más allá de los límites del lujo? DE1-204-M

    Porsche: Beyond the Limits of Luxury? is a highly visual and interactive multimedia that highlights the strategic challenges Porsche faced while growing the company’s business in two very distinct areas: the high-end and the lower-end of the automobile industry, with the launch of their the Spyder, an extreme sports car priced at over €750,000, and the launch of the Macan, the most affordable model to date, starting at just €48,000. Students will have an intimate look into Porsche and the situation they found themselves in in late 2013 with data from both public sources as well as Porsche and exclusive interviews with the automobile giant’s Head of Press & Public Relations of Porsche Ibérica.

    The case is separated into 6 sections. In the first, Porsche’s Stance, learners are given context as to the situation the company finds itself in, including TV adverts, statistics and interviews. In the second section particpants will discover a short history of the brand. In the third and fourth sections, The Automobile Industry and The Luxury Automobile Industry, respectively, insight is given into the market Porsche finds itself in, heavily influencing their strategic decisions. In the case’s fifth section, Porsche Strategy 2018, the company’s growth strategy is broken down for analysis, with another interview supporting this information. Finally, in the last section, Growth Opportunity or Risky Move, particpants can see the final takeways from the professor and author of the case.

    Throughout each section of the case learners will have quizzes testing their understanding of the themes and at the end have the option to view and print their responses via PDF.

    Academic Area:
    Strategy
  7. Una App que no podrás rechazar SI1-153-M

    This multimedia case describes the situation of BigBangBox, a startup that creates edutainment apps. It shows the strategy followed by them in the launch of previous products. It also offers the necessary information about the markets of apps, to understand the importance of selecting the right strategy, with the business model and the promotion as keys to success.

    After analyzing the new app, Mafia Business School, the student can decide the strategy for its launch. The student will have the opportunity of selecting an adequate business model and levels of promotion through the use of a simulator.

    The case includes the participation of the founders, who tell the story of BigBangBox as a startup and confront the students with the dilemma of the launch of Mafia Business School. It is narrated through a comic, also known as a graphic story. It has a modern and functional design, including resources provided by the company to make the case more entertaining and fun.

    The case study is mainly geared towards MBA and Master in International Management students. It can work in courses like Information Systems and IT & Innovation but also in Marketing and Strategy to show specific cases having to do with the world of apps, games and mobile devices. It can also be useful for students who are taking electives that have to do with digital marketing, mobile, digital business models, digital products or something similar as well as professionals in information systems and technology, marketing and digital communication programs.

    Academic Area:
    Strategy | Entrepreneurship | Information Systems & Technologies
  8. Country Investment Decision EC2-103-M

    Country Investment Decision is an interactive exercise in which students adopt the role of an International Fund Advisor. Students must study the data available about different countries in order to prioritize the investment options and make a final investment proposal.

    The exercise is designed so that different data sets of real countries are firstly considered individually before all the data together is taken into account to make a final proposal. The topics covered are economic indicator data, institutional data, and finally social and political risk data. At each decision stage, the student must justify their choices. A professor’s page displays graphically the evolution of decisions.

    * This material will have personalized links for each student and the professor will have the ability to see individual and aggregate responses before and during the class session.

    Academic Area:
    Economic Environment
  9. Market Research MK2-103-M

    Market Research is an interactive tutorial that shows the process of market research in a very practical manner. Students take on the role of product manager working for a company in the soft drinks sector and are responsible for a new product launch.

    Throughout this tutorial different theoretical content and video examples of market research techniques (such as focus groups and questionnaires) help students to assimilate the main concepts.

    Academic Area:
    Marketing
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