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  1. 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
  2. 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
  3. 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
  4. 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
  5. Jordan's Sovereign Sukuk: A dual solution to bo … DF1-221-I

    The Sukuk sector is the fastest growing sector of the Islamic Finance Industry. Indeed, it grew by 14% within just one year (between 2014 and 2015). The total outstanding Sukuk globally stood at US$ 342 billion at the end of 2015. Sukuk has been widely embraced globally as Sovereign Sukuk has been issued by various countries such as UK, Malaysia, Hong-Kong and South Africa. Supranational entities such as World Bank affiliates International Finance Facility for Immunization (IFFI), the Islamic Development Bank Group and even companies such as Dubai Islamic Bank, Goldman Sachs and Zorly Energy have all issued Sukuk.

    The Jordan Sovereign Sukuk transaction was the pioneer Sovereign Sukuk issuance by the country. Jordan, which is one of ICD’s member countries, has been very active for the past couple of years in terms of Islamic Finance regulations and framework given that it has four Islamic banks in operation in Jordan and passed the Islamic Finance Sukuk Law in 2012.

    Academic Area:
    Finance | Innovation
  6. 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
  7. Role Play - Derecho de la Competencia. Anexo 1. Inst … (Rol 1) AJ-DM-002

    Role play designed especially for early students of law or business administration. Useful to get a first-hand experience of the pressures directors face with competitive threats and also to tempt them with quick solutions using anti-competitive strategies, that tend to be relatively camouflaged. Each role explains the interaction of that team according to their role. This role has the instructions for the STAMP association, but also an analysis of who is who to help conduct the two meetings of the activity.


    The key dilemma is centered on the arrival of a Chinese competitor that is combined with the decline of the European sector and what should the brands do to remain competitive in the market.

    Academic Area:
    Strategy | Others
  8. Role Play - Derecho de la Competencia. Anexo 6. Inst … (Rol 6) AJ-DM-007

    Role play designed especially for early students of law or business administration. Useful to get a first-hand experience of the pressures directors face with competitive threats and also to tempt them with quick solutions using anti-competitive strategies, that tend to be relatively camouflaged. Each role explains the interaction of that team according to their role. This role has the instructions for COLOMAR, but also an analysis of who is who to help conduct the two meetings of the activity.


    The key dilemma is centered on the arrival of a Chinese competitor that is combined with the decline of the European sector and what should the brands do to remain competitive in the market

    Academic Area:
    Strategy | Others
  9. Role Play - Derecho de la Competencia. Anexo 4. Inst … (Rol 4) AJ-DM-005

    Role play designed especially for early students of law or business administration. Useful to get a first-hand experience of the pressures directors face with competitive threats and also to tempt them with quick solutions using anti-competitive strategies, that tend to be relatively camouflaged. Each role explains the interaction of that team according to their role. This role has the instructions for Treuhand, but also an analysis of who is who to help conduct the two meetings of the activity.


    The key dilemma is centered on the arrival of a Chinese competitor that is combined with the decline of the European sector and what should the brands do to remain competitive in the market

    Academic Area:
    Strategy | Others
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