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  1. PayForaPresent.com: Consumer Behavior & Expansio … MK1-155-I

    Dana Melosto has to consider the core benefits that PayForAPresent.com (her on-line wedding registry) provides to its consumers. Based on these, she has to decide between three different expansion opportunities. Expand the wedding registry business to Spain, to Mexico, or open a crowd funding business in the US. She also then has to decide on how to implement her choice, taking into consideration aspects of consumer behavior and psychology.  

    Academic Area:
    Marketing
  2. A radical innovation in the sky: aviation capital en … MK1-154-I

    Aviation Capital Enterprise (ACE) is a Canadian Company that is planning to launch a radical innovation in the air transport industry: a hybrid airship that is like a "blimp" that offers large capacity transportation capability with significant fuel economy and reduced operating costs. Hybrid Airships can operate from existing infrastructure or with no infrastructure as they can take off and land in almost any location, and they require considerably less fuel than traditional transport options. ACE needs to define a Marketing Strategy and put together a Marketing Plan to launch this radical innovation.

    Academic Area:
    Marketing
  3. Launching the tesla model X in the U.S.A.: From word … MK1-153-I

    At the begining of 2015 Tesla Motors was launching its new Tesla Model X, a full-electric car defined as an sport-utility vehicle (SUV). The marketing team of Tesla Motors had to put together a Marketing Plan to  launch Model X and they are questioning if Tesla should do a marketing  campaign based on word of mouth as they have done with their previous models or if Tesla should develop a mass marketing campaign to launch the new Tesla Model X.

    Academic Area:
    Marketing
  4. elBullifoundation: A Delicate Experiment MK1-151-I

    The closing of elBulli as a restaurant on 30 July, 2011 gave rise to a new milestone - the creation of a new organisation, elBullifoundation - which emerges as a universe for the generation of creativity. The goal is to design the project as a stellar space for knowledge within the new cooking paradigm for the coming decades. Revolving around creativity, the space is both integrating and interdisciplinary, given that the creative process is connected to philosophical reflection, the arts, science, practice and technology.

    This case explores the transition of the successful haute couture restaurant, ElBulli, into an innovation centre based on digital technology, called the elBullifoundation. Students will explore topics such as brand management, strategy changes, business model transformation, and positioning.

    Academic Area:
    Marketing
  5. elBullifoundation: A Delicate Experiment MK1-151

    The closing of elBulli as a restaurant on 30 July, 2011 gave rise to a new milestone - the creation of a new organisation, elBullifoundation - which emerges as a universe for the generation of creativity. The goal is to design the project as a stellar space for knowledge within the new cooking paradigm for the coming decades. Revolving around creativity, the space is both integrating and interdisciplinary, given that the creative process is connected to philosophical reflection, the arts, science, practice and technology.

    This case explores the transition of the successful haute couture restaurant, ElBulli, into an innovation centre based on digital technology, called the elBullifoundation. Students will explore topics such as brand management, strategy changes, business model transformation, and positioning.

    Academic Area:
    Marketing
  6. Plan de marketing MK2-140-M

    This multimedia tutorial will help students prepare a marketing plan for their business. With the help of a real example (Whisky DYC) the different parts of the marketing plan will be explained from the business mission and vision to the expected results and control mechanisms.

    A game based on the mission and visions of different companies and an exercise on the action plan of Whisky DYC are also included in the tutorial.

    Academic Area:
    Marketing
  7. Hotel IPSUM: a marketing and commercial strategy to … MK1-149-I

    Faced with the challenge of improving both sales and profitability of Bogota, Colombia’s 5-star Hotel Ipsum, General Manager Rafael Escobedo had to take into consideration the political, social, economic and technological factors working for and against him. A customer base principally traveling for business and higher room occupancy during the week than weekends coupled with a virtually non-existent marketing plan was the primary obstacle standing between Escobedo and achieving higher profitability for Hotel Ipsum. In order to do so, radical changes would have to be made in order to keep the hotel, and his job, from being negatively affected. This case will help students learn the various factors that affect how hotels remain competitive without losing profits in an ever-changing and challenging market.

    Academic Area:
    Marketing
  8. Marrón Glacé José Posada MK1-148

    José Posada is a Galician producer of agro-food products who is revising his international strategy with two lines of products in four markets: Spain, Japan, Russia and France). The student is asked to consider and decide which strategies and tools to use in this market. In this interactive case, the student should develop an internalization plan for José Posada’s Spanish company. The case also includes the production process involved in making turrón and how José Posada laid out the development of the product and the expansion of the company’s product portfolio, diversifying it depending on the market to which it was directing itself.

    Academic Area:
    Marketing
  9. Marketing en las redes sociales MK2-139-M

    This tutorial introduces basic concepts of the use of social media in marketing. A description of eight different tools and their general usage key features business application and some mini case studies are provided.

    Some multimedia material and a scavenger hunt of IE’s social media profiles round up the proposal and help students to assimilate the social media concepts and how to use them in marketing.

    Academic Area:
    Marketing
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