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Graduate School of Management in Barcelona

MASTER IN BUSINESS ADMINISTRATION AND MARKETING DIGITAL ERA

2017-2018

Program Description and Guidelines

Autumn Semester Program description

Module Lessons ETCS/A/B/C1

Module 01 General Management & Human Resources 8/64/72/64

01.1 General Management

01.2 Hierarchical structure Vs Process owners

01.3 From executives to all Staff: One page Strategic plan

01.4 Innovative Managament

01.5 Project Management

01.6 Scorecard tools and company’s overviews

01.7 Human resources Management

01.8 Key performance indicators and operations alignment

01.9 Introduction to Business & Marketing

01.10 Introduction to International Finances

01.11 Research Methods and Business Data Analysis

01.11.1 Literature research and review. On-line searching

01.11.2 Planning a research project and formulating research questions

01.11.3 Business research strategies. Critical analysis

01.11.4 Academic writing

01.12 Course presentation work

Module 02 Environment of the International Manager 5/35/45/45

2.1 The business environment

2.2 Competitivity

2.3 The international economic environment

1 ETCS stands for European Transfer Credit System, A for class hours, B for tutoring hours and C for home

work.

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2.4 Innovation & Technology

2.5 Environmental issues

2.6 The social and demographic environment

2.7 International law

2.8 Corporate Social Responsability

2.9 Challenges and changes

2.1 Personal Data Protection

Module 03 International Manager's Skills 5/35/45/45

03.1 Role of the international manager

03.2 Culture and values. Managing diversity

03.3 Coaching and mentoring across cultures

03.4 Manager as a leader

03.5 Problem analysis and decision making

03.6 Cross-cultural communication. The art of negotiation

03.7 How to explain the strategy - Elevator Pich

03.8 Working in teams. Manager’s skills. Workshop

03.9 Introduction to the European Union

03.9.1 Introduction to the European Union. History, structures, functions

03.9.2 European Union - contemporary issues

03.10 Course work presentation

Module 04 Spanish Language 5/40/40/45

Spring Semester Program description

Module Lessons

Module 05 Introduction: Principles and Practices of International Marketing

5/35/45/45

05.1 Introduction to Business and Marketing. Terms & Concepts. Crash Course

05.2 Marketing concepts and terminology: a baseline

05.3 Strategic marketing: a common framework

05.4 Operational marketing: the marketing mix

05.5 Marketing communication

05.6 Research in marketing: demand and environment analysis

05.7 Advertising. Online advertising

05.8 IT tools in marketing

05.9 The marketing plan

05.10 Customer as the focus of your business

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05.10.1 Customer oriented companies

05.10.2 Brand management

05.10.3 Customer insights: meet the source of wealth

05.10.4 Loyalty strategies: how marketing can impact your P&L account

05.11 Brand management: an internal perspective to grow

05.11.1 Rethinking marketing as an asset for competition

05.11.2 Marketing performance measurement

05.11.3 IT tools in marketing

05.11.4 Growing abroad: international marketing

05.12 Course work presentation

Module 06 Introduction: Principles and Practices of Global Business 5/35/45/45

06.1 Business concepts and terminology: a baseline

06.2 Business model generations

06.3 Understanding the strategic framework Out there and back: External analysis

06.4 The strategy guideline

06.5 Deep drilling: Internal analysis

06.6 Strategy Deployment

06.6.1 How to plan your strategy

06.6.2 Understanding change: challenging environments

06.6.3 IT Tools for Managers

06.6.4 Business performance measurement

Module 07 Innovative Business Model 5/40/45/40

07.1 Strategy and innovation: a basic framework

07.2 Being innovative on competition

07.3 Process-driven organization

07.4 International Trade: customs, transports and incorterms

07.5 Digitals Business Scene

07.5.1 Lean Startup and bootstrapping

07.5.2 Digital business funding. Seed capital, business angels, private equity and Venture capital

07.5.3 IT Web and Social Media tools. Mobile and APPs revolution

07.5.4 IT tools - ERP - CRM - Teambox (Cloud computing)

07.5.5 E-commerce, affiliation and blogs

07.5.6 Technological platforms analysis

07.7 Course work presentation

Module 08 Introduction: Principles and Practices of International

Finance

5/35/45/45

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08.1 Financial markets

08.2 Fixed income products

08.3 Equities

08.4 Derivatives products

08.5 Foreign currency market

08.6 Commodities markets

08.7 Business plan

08.8 Strategy Deployment

08.8.1 Market risk

08.8.2 Credit risk

08.8.3 Other risk

08.9 Portfolio Management

08.9.1 Equity portfolio management

08.9.2 Fixed Income portfolio management

08.9.3 Performance. IT tools in finances.

08.10 Case study

08.11 Case study course presentation

Module 09 Final Project 5/40/40/45

Module 10 Internship 12/0/48/252

MODULE 01. GENERAL MANAGEMENT & HUMAN RESOURCES

Module Description

Students on the Master program will be expected to understand the present complexities and future challenges that impact the practice of management, The innovation that is required to face the challenges of the context, the human resource management and to develop an understanding of the complexities involved with the processes of recruitment, retention, and training and be able to relate these complexities to practical situations. It is therefore important that they are exposed to range of different situations, alternatives, solutions and consequences.

Dissertation/ Master Project

The modern organizations which students will experience when developing their professional careers need more global and complex solutions. Therefore, managers with an international focus who are able to apply the right decisions/strategies to each problem will succeed. The

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dissertation provides students with an opportunity to demonstrate their knowledge and understanding in these areas. Content The aims of the module are:

To Understand that the companies need to be well connected among the departments, and Know the differences between the hierarchical structure versus Process owners.

To develop a simple tool called One page Strategic plan, with all the strategy of the company drawn in a single page, and practice this tool with a business case.

To know what is necessary to implant changes in an organization with innovative tools, taking into account all the talent of the Staff, and the changes of real context.

To implant different processes of the company, schedule them with Gantt diagrams and practice with a business case with an open source programs adapted to this methodology.

To discover different scorecard tools and software available to obtain a global overview of the company to detect what are the changes needed at every moment.

To Know and practice the Business model generation of Alexander Osterwalder and Yves Pigneur about the nine blocs needed to build business models systematically: Key partners, Key resources, Key Activities, Value proposition, Channels, Customer relationship, customer segments, Revenue Streams and cost Structure.

To provide an introduction to the Human Resources Department and its role in organizations.

To analyze the different functions that are provided to the rest of the Organization (Recruitment, Training, Assessments, Remuneration, ...)

To be aware of the significance of the Human Resources Management within Organizations, and to learn how important is to become a great manager to succeed in the professional world.

To share best practices and different examples of companies managing their employees.

To detect the Key performance indicators of each business and how to align all the operations of the company.

Learning Outcomes By the end of the module, students should be able to:

Understand the present complexities and future challenges that impact the practice of human resource management.

Develop an understanding of the complexities involved with the processes of recruitment, retention, and training and be able to relate these complexities to practical situations.

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Be able to apply the principles involved in developing compensation and benefit programs to situations encountered in modern organization.

Appreciate the importance of effective employee relations

Relate these issues to actual situations encountered at the workplace. Transferable Skills Presentation skills, analytical skills, problem solving and decision making, team working, verbal communication, managing self and self-development.

Indicative Content

Presentation of the Human Resources Function – Understanding of the significance of HR in organizations, its tasks and functions, but mainly its contributions to the efficiency of the company. Review of the historical evolution of Human Resources in companies from the Industrial Revolution to future trends.

Motivation and Compensation– The importance of Motivation in the staff to the wellbeing of the company, and the different motivations that moves each one of us. Analyze different elements in compensation to be able to make competitive offers to our employees. Applying consistent salary policies to our staff.

Recruitment, Selection and Induction – Techniques for conducting proper interviews. Different sources of recruitment for a more effective pool of candidates. Different selection tests and techniques to choose the right candidate for the position.

Performance Appraisals – Understanding of the significance of the Performance Appraisals in organizations. Information to be provided to salary reviews, incentive payments, training, career development, discipline / termination.

Project Report The report can take the form of:

A presentation of an organization, new or existing, with the Mission, Vision and values, well defined. Definition of the Compensation Philosophy to staff, the recruitment and selection techniques and the performance appraisals conducted.

A presentation of a leadership style to be applied in one specific context. Type of company and current situation.

Project proposal The proposal for the students' projects should be of between 1,000 and 1,500 words. It is intended to be formative, helping the students to ensure that they have a valid and viable dissertation. It will be assessed on a satisfactory/refer basis against the following criteria:

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Ability of working title and agenda to represent the project subject matter and to highlight the main points.

Clarity of research question and objectives.

Extent to which the proposed project is linked to fully referenced academic literature.

Subject falls within the domain of Human Resources.

Clarity of discussion as to why the project is important to the student.

Feasibility of method or methods that will be adopted to achieve the project objectives including issues of access and research ethics.

Appropriateness of the intended time scale and resources required. Assessment This module will be assessed through a multiple-choice exam, which will be answered individually. Since the aim of this module is not to force students to memorize the definitions, but rather to understand the concepts that lie behind the definitions, the exam will take the form of a homework assignment. MODULE 02. ENVIRONMENT OF THE INTERNATIONAL MANAGER Module Description This module will focus on examining the issues concerning the management of the external environment of organizations, as viewed from an international perspective. This module will introduce the major trends and debates affecting international business and act as a link for the study of the ecological and ethical environment of the sustainability module. Content The aim will be to develop the intellectual skills of an international manager to look at the changing global politico-economic environment and to respond to these changes for making practical decisions. Learning Outcomes By the end of the module, students should be able to:

Understand the politico-economic, business and cultural characteristics of the global external environment.

Critically examine the analytical tools/techniques for analyzing the international business environment.

Acquire an understanding of the changes taking place in the global politico-economic environment.

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Transferable Skills

Summarizing and communicate the central environmental trends affecting particular organizations operating at an international level. (assessed)

Demonstrate the use of such information in a decision-making context, including the generation of options for choice and the communication of information within the process of group problem solving. (practiced)

Evaluate critically their own and others’ choice of managerial strategies and techniques for decision making in the context of group and team work. (practiced)

Demonstrate sensitivity to the cultural context of managerial decision making. (assessed)

Demonstrate an ability to evaluate one’s own performance. (practiced)

Demonstrate the ability to obtain and interpret information. (assessed)

Demonstrate the ability to argue in written form. (assessed)

Demonstrate the ability to argue orally. (practiced)

Show an ability to cooperate in team work. (practiced)

Show an ability to analyze problems and to generate options for solving these problems. (assessed)

Demonstrate an ability to evaluate the success of different problem-solving strategies. (assessed)

Indicative Content

Approaches and techniques to analyze the external environment and a critical evaluation of these approaches and techniques.

Trends in world trade and the power of multinational corporations.

The global developmental trends. North-South divide and its implications for global business environment.

An historical over-view of the evolution of economic ideas and their impact on shaping the external environment for business.

The competing politico-economic systems in the contemporary world and the importance for international business.

The role of international institutions (IMF, World Bank and World Trade Organization) in effecting the wider international environment.

Assessment This module will be assessed through a multiple-choice exam, which will be answered individually. Since the aim of this module is not to force students to memorize the definitions, but rather to understand the concepts that lie behind the definitions, the exam will take the form of a homework assignment.

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MODULE 03. INTERNATIONAL MANAGER’S SKILLS Module Description This module provides opportunities for developing students’ cognitive, affective, behavioural and technical management skills, with a view to enhancing their effectiveness when operating within an international organization. The program is centrally concerned with issues of international management process and therefore takes as its focus cross-cultural interpersonal dynamics, team working, organizational and management development, and decision-making. Content This module aims to enable students to identify the influence of cross-cultural factors on interpersonal dynamics and to select appropriate management and leadership styles given cultural constraints and to provide a framework in which students will be able to decide upon appropriate and credible problem-analysis and decision-making strategies. Learning Outcomes

By the end of the module, students should be able to:

Demonstrate an intellectual understanding of the basis of individual and group behaviour within international organizations.

Demonstrate a practical understanding of their personal strengths and weaknesses in respect to the particular management competencies (negotiation, creativity, team building etc.) covered on the program.

Observe group processes in a structured and systematic fashion.

Give feedback on individual and group behavior in a sensitive yet effective manner.

Demonstrate sensitivity to and understanding of the practical affects of cultural diversity on group functioning and learning.

Transferable Skills

Demonstrate an ability to reflect on one’s own personal development. (assessed)

Demonstrate the ability to cooperate in team work. (practiced/assessed)

Demonstrate the ability to communicate arguments orally and in written form. (practiced/assessed)

Demonstrate the ability to analyze competing theories and explanations. (practiced)

Demonstrate the ability to plan and execute projects. (assessed) Indicative Content

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Cross-cultural analysis.

Communication theory and skills.

Information management theory and skills.

Models of consultancy and intervention.

Change management.

Socio-dynamic models of organization.

Interpersonal and Group dynamics.

Problem analysis and decision-making theory and skills.

Leadership theory and skills.

Political and diplomatic skills. Assessment This module will be assessed through a multiple-choice exam, which will be answered individually. Since the aim of this module is not to force students to memorize the definitions, but rather to understand the concepts that lie behind the definitions, the exam will take the form of a homework assignment.

MODULE 05B. INTRODUCTION: PRINCIPLES AND PRACTICES OF INTERNATIONAL MARKETING Module Description This course provides the conceptual framework for marketing across company borders, as well as marketing within different foreign environments. Marketing will be considered within an strategic approach, understanding it within the firm’s general strategy deployment. Participants study how marketing programs are developed, understanding the sources of wealth both from an external perspective (customer) and internal (brand). Learning outcomes

Understand the differences between the operating and strategic-level MKT, specially from an accountable approach

Develop the guidelines for a comprehensive Strategic Marketing (SM) plan.

Define strategy guidelines for stronger competitive positioning in the global marketplace.

Effectively set prices according to product portfolio

Analyze market research as a key success factor for business forecasting.

Understand the concept of customer-oriented companies

Rethink customer as the source of wealth for the company

Set tips and techniques to effectively get in deep touch with the customer insights

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Analyze the challenges that might influence the formulation of effective Marketing Strategies from a consumer behavior perspective

Discuss the goals of marketing strategy as they pertain to strengthening brands.

Know the basis to develop loyalty strategies to enable customer retention.

Measure the effectiveness of the SM plan.

Understand international relationships from a doing-business marketing discipline (CEO approach)

Set the basic abilities for Brand management

Analyze the market assets as the most important to enhance business sustainability

Assess and contrast cultural, economic and political differences between home and global markets and across international markets

Recommend marketing strategies that align forces in the external environment. Teaching and Learning Experience (Teaching Methods)

The program will be based in a combination of master classes, assessed student debates, lectures and presentations.

Business Cases may be discussed in class to enhance a deeper understanding.

Students are encouraged to conduct an active participation in class.

Public debates will be reinforced as an essential part of the managerial skills

Final coursework will be presented in groups at the end of the program. Assessment This module will be assessed through a multiple-choice exam, which will be answered individually. Since the aim of this module is not to force students to memorize the definitions, but rather to understand the concepts that lie behind the definitions, the exam will take the form of a homework assignment. MODULE 06, 07 PRINCIPLES AND PRACTICES OF GLOBAL BUSINESS AND INNOVATIVE

BUSINESS MODEL Module Description The course helps you to understand the structure of the industries and markets and the general government and business context that your organization operates in. Participants will learn how to analyze relationships with suppliers, customers, competitors and collaborators. Furthermore, identify and evaluate the organization’s resources and capabilities, including competitive assets, human resources, physical resources (such as control over buildings,

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equipment or transportation networks) and intangible resources (such as brands, knowledge or informal networks with collaborative partners). This first module of the business course (completed by modules 10 and 11) focuses on the development of a comprehensive strategic guideline for business analysis and, more specifically the understanding of the competitive framework for the current competitive scenario. Learning Outcomes

Provides a review of the Strategic Management Framework

Examines how firms compete

Offers experiential analysis to understand the challenges of CEOs and General Managers in competing in the market place

Analyze the competitive environment both from an external and internal perspective

Match Key Success Factors (related to environment) with Core Competences (related to the company)

Teaching and Learning Experience (Teaching Methods) The program will be based in a combination of master classes, assessed student debates, lectures and presentations. Business Cases may be discussed in class to enhance a deeper understanding. Students are encouraged to conduct an active participation in class. Public debates will be reinforced as an essential part of the managerial skills. Final coursework will be presented in groups at the end of the program. Assessment This module will be assessed through a multiple-choice exam, which will be answered individually. Since the aim of this module is not to force students to memorize the definitions, but rather to understand the concepts that lie behind the definitions, the exam will take the form of a homework assignment. MODULE 08 PRINCIPLES AND PRACTICES OF INTERNATIONAL FINANCE Module Description This module is about international finance, the management of financial investments an organization may have, and the most relevant performance measures. Through open questions and comments, together with formal presentations, the aims of this module are as follows:

To understand the process of Portfolio Management

To understand the main kinds of financial portfolios, and how to manage them.

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Equity Portfolio.

Fixed Income Portfolio. To understand the most relevant performance measures, both in theory and in practice.

Content This module will consist of the following sessions:

Session 1: Equity Portfolio Management

Session 2: Fixed Income Portfolio Management

Session 3: Performance Measures

Session 4: Case Study Learning Outcomes At the end of this course students should be able to:

Understand the different kind of financial portfolios

Measure the financial performance of a set of financial investments Transferable Skills Written Communication skills, Oral Communication skills (debate, presentations), Critical thinking to financial issues. Teaching and Learning Experience (Teaching Methods) The program will be based on a combination of master classes and debates. Students are encouraged to conduct an active participation in class. Public debates will be reinforced as an essential part of the managerial skills Assessment This module will be assessed on a day-to-day basis, through class participation and some in-class exercises. MODULE 09, 10 FINAL PROJECT AND INTERSHIP Module Description The project is conducted under the supervision of a tutor once the participant has started an internship or a permanent professional position, and focuses on a management challenge or

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issue faced in the company. Alternatively, it can be based on field work in a chosen industry or business specialization.

Transferable Skills

To give students the opportunity to relate the theory learned on the program to a specific issue in the field.

To give students the opportunity to specialize in a particular industry sector depending on their interests and background.

To encourage students to develop analytical thinking and skills.

To develop skills in problem definition, formulating solutions and recommendations.

To demonstrate students’ ability to evaluate the existing theory on a particular subject and to relate this theory to the object of the project.

To demonstrate students’ abilities to draw conclusions applicable to the broader business context.

To demonstrate students’ abilities to make recommendations and take on the role of a consultant.

To demonstrate students’ abilities to produce a piece of academic work of a Master's degree standard.

Assessment Projects will be evaluated as follows:

Interim progress presented at the end of the first semester

The final written report

The final oral presentation