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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
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