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
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 & Communications | Innovation
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
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 & Communications
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 & Communications
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 & Communications
Claves de la Customer Centricity MK2-145
This document analyzes the conceptualization, customer centricity variables and variables that measure it in a company, it helps to evaluate if a company has customer orientation and learn what to do to reinforce it.Academic Area:Marketing & Communications
AM Asesores CG1-148
This case goes into details of the profitability of the clients of AM Asesores. To resolve a never-ending argument between two departments, they decide to bring in an external third party who offers to alternatives to account and manage profitability in the company. The student will have to analyze the two options and argue for the one they consider best.Academic Area:Cost Accounting & Management Control