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
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 | Digital Technologies & Data Science
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:Digital Technologies & Data Science | Innovation
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 & Public Affairs
CALVIÁ BEACH MK1-165-M
This multimedia case will be provided to the students after having read a written case, so they will already have a knowledge about the subject, the situation and the position of Meliá in Magaluf.
The case describes the story of Meliá Hotels International in Magaluf, Mallorca, as a touristic destination that had an extraordinarily fast development. It became a reference destination, due to its climate and privileged environment. It turned into a reference of quality and cost-effectiveness in Spain for decades, driven by hotel investment and tourism in the area.
However, in the 90s the perception of the area, as a quality tourist destination, decreased and began a period of inflection. These actions led to the fall of prices and margins of hotels.
Faced with the situation of serious deterioration of the Magaluf area and the declining results of Meliá hotels in the area, Mark Hoddinott knew that they had to make a strategic decision about the positioning of Meliá in that destination. After detailed analyzes, reflections and a wide network of consultations with collaborators, Hoddinott concluded that the best alternative for the company was investing in the area and promoting a strategic repositioning to restart Magaluf as a tourist destination.
The purpose of this material, is that once the student is aware of the repositioning plan that Meliá decides to make in Magaluf, have all the tools to organize the implementation of this plan, in order to relaunch this tourism destination.Academic Area:Marketing & Communications
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
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
Sownage: Ciberseguridad y Continuidad Empresarial SI1-139-M
The case details events from April to June 2011 when an attack on the PlayStation Network (PSN) occurred. As a consequence of this incident the PSN systems shut down and personal information about users was stolen by hackers. Students will analyze the facts and then present action paths putting themselves in the role of a PlayStation team member in charge of the situation. They will also need to develop a business continuity plan for the future.
The case has been developed as a simple multimedia tool with the information organized according to the different stakeholders and through a timeline of the attack. In addition to texts and images each chapter has a number of links that students can visit to delve deeper into their analysis.
This case study is designed to be used at various levels. Versions of this case have been used at the, pre-experience MBA, the MBA, and the Executive MBA, and a blended Global MBA in the session dedicated to information security management.Academic Area:Digital Technologies & Data Science
Evolución del precio del petróleo EC1-115-M
This case is designed to introduce students to the basic tools of supply and demand and to observe and predict how they operate in a real market that is constantly grabbing headlines: the global petroleum market. The analysis of this interactive multimedia case is based around those events that have affected the price of oil from 1970 to 2013.
Students will be presented with a series of historical events that affected the price of oil on the world market. They study each of these and then predict the effects on price by shifting the curves on the traditional supply and demand model.
The World Oil Prices interactive exercise has been used successfully across a range of masters programs, from Masters in Management through to MBA and executive programs. The material would be suitable for both undergraduate and postgraduate economics courses, once the initial supply and demand theory has been grasped.Academic Area:Economic Environment & Public Affairs