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  1. Ingemosa CG1-149

    Ingeniería de Motores S. A. is a company that manufactures small engines for other manufacturers of gardening products.

    The case is dedicated to the possibility of externalizing a significant part of the manufacturing process to another company. Should they accept the offer of this supplier? How would this decision change if they could use the empty and unused space they have available?

    Academic Area:
    Cost Accounting & Management Control
  2. Ethiopia: Doing business at the bottom of the pyrami … EC1-139-I-M

    What is it like to live and do business at the base of the pyramid? This multimedia is the second part in a series of reports from students who have spent time living, working and volunteering in Ethiopia.

    This installment focuses on the different types of businesses that exist and operate in the East African country and begins to explore both the opportunities and challenges that business owners face. Here we display the first-hand accounts from those who have spent time in large and small companies and can relay the challenges of doing business in the bottom of the pyramid.

    The students´ experiences are brought to life through images and video interviews. The conclusion posing the ultimate question: Can money be made doing business at the bottom of the pyramid?

    Academic Area:
    Economic Environment
  3. 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
  4. Laura Carpenter CO1-248-I

    Laura felt depressed and confused. The idea of entering the competitive world of an associate in Investment Advisory really didn’t appeal to her. She felt she had proven her ability and didn’t want to go through the initial stages of having to make a big impression again. Besides, David was her mentor, wasn’t he? Moreover, from all she had read about women in business, wasn’t the mentor system supposed to be an essential ingredient in helping women move to the top? Was she looking a gift horse in the mouth and just being a spoiled brat? After all, without David’s guidance and support, she might be still typing somewhere.

    This case discusses Laura Carpenter's situation, which involves her six years of experience in an investment company and a recently acquired MBA degree. Her current role has setbacks and advantages, but when she is offered a new role in another department of the company, with a deadline for her decision, she needs to make up her mind.

    Academic Area:
    Organisational Behaviour
  5. An app you can't refuse SI1-153-I-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
  6. 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
  7. 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
  8. 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
  9. 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
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