3 Master in Management / 3 master in management Core Period The Master in Management is divided into three terms, with the first two serving as the core period and the third offering you the opportunity to choose from a variety of different specializations, depending on the language of instruction and the initial intake of the overall program. During the core period you will review management fundamentals and gain a deeper understanding of the most up-to-date core management principles, which will be common to all students of your intake. Most areas of management are studied using practical cases, which either deal with real or fictitious problems that may arise in different company contexts, and are analyzed from global or national perspectives. The first term lasts approximately 3 months and focuses on general management to enable you, regardless of your academic background, to attain the required knowledge to successfully pursue the rest of your Master. During the second term, a more in-depth approach will be explored through techniques of strategy implementation in multinational organizations, to provide students with the necessary tools to adapt to an environment of constant change. In addition, classes embedded in the Career Strategy Module, that will take place throughout the entire core period, will train you in areas such as networking, interviewing, negotiation as well as resume and cover letter writing, to determine and come closer to achieving your career goals before starting your specialization period.
4 master in management Core Period Term I & II Courses FINANCIAL ACCOUNTING The objective of this course is for you to learn to read, understand, and analyze financial statements. The course adopts a decision-maker perspective of accounting by emphasizing the relation between accounting data and the underlying economic events that generated them. The course focuses on how to record economic events in the accounting records and how to prepare and interpret the primary financial statements that summarize a firm s economic transactions. MARKETING People often define Marketing as advertising or sales highly visible activities by which organizations try to persuade consumers to buy products and services. However, marketing is much more than advertising and sales. Rather, Marketing involves identifying consumer needs, and then satisfying these needs with the right product, available through the best distribution channels, promoted in ways that motivate consumer buying, and priced at the right level. These decisions comprise the Marketing Mix, which together with rigorous and complete analysis of the environment, customers, and competitors, make up the key activities of marketing management. The objective of this course is to introduce you to the concepts, analyses, and activities that comprise marketing management.
5 Master in Management / 5 ORGANIZATIONAL BEHAVIOR This course teaches the concepts that enable you to understand the workings of an organization and the behavior of the groups and individuals within it. The course centers on issues like communication problems in hierarchical organizations, the relation between superiors and subordinates, how to handle interpersonal conflicts, power and influence, and resistance to change. QUANTITATIVE METHODS This course is an introduction to using statistics to solve business problems. You will learn to identify and tackle business problems using quantitative tools and simulators. The course places special emphasis on developing the skills and instincts needed to make good decisions and become a more effective manager. You will develop an awareness of the implications of statistical information when it comes to making informed decisions for any functional area within an organization. FINANCIAL MARKETS The underlying objective of this course is to provide you with an understanding of the basic theoretical concepts required for financial decision making. The course begins by introducing students to forecasting techniques based on financial statement and ratio analysis. After these initial sessions, the time value of money concept is introduced and applied, along with several capital budgeting criteria, in order to optimize real-asset investment decisions. Finally, the course explains how a firm s cost of capital is calculated and applied.
7 Master in Management / 7 ECONOMIC ENVIRONMENT I & II The economic environment provides many of the critical parameters for companies doing business in an increasingly integrated world. Economic expansion or recession changes business forecasts; market structures affect profitability; fluctuating exchange rates have an impact on costs, sales, risk perceptions and debt levels; and the state of the national budget or interest-rate decisions can color a company s future. Economic Environment is a two-course program that provides you with a framework to understand the main economic variables that affect business activity. You will learn about the basic concepts underlying supply and demand, market structure, and main economic indicators such as GDP, inflation and unemployment. The second part of the course will outline the operation of fiscal and monetary policy and how and why policy decisions are made, to give you the tools to anticipate key policy decisions. CREATIVE MANAGEMENT THINKING The objective of this course is to teach you to think critically and creatively by placing you in an environment pervaded by the free exchange of ideas. This will challenge your intellectual development and will enable you to cast your eyes to the outside world beyond the immediate environment. At the same time, you will develop the flexibility to easily adapt to today s fast changing environment. CAREER STRATEGY I & II The Career Strategy class offers a magnificent opportunity for developing the skills and leadership competencies that will help maximize your employability and market value, given that now is the time to take control of your personal and professional development. Thanks to the extensive experience of IE professors, the Careers Management Center and the external consultants who work with us, we aim to provide the best possible support in the form of the most efficient tools to negotiate the labor market after completing your master program. The Career Strategy classes also include sessions on communication and negotiation. MANAGEMENT ACCOUNTING This course emphasizes the use of accounting information for internal planning and control purposes, as opposed to the external disclosure focus of financial accounting. You will learn alternative methods of preparing managerial accounting information in the first part of this course, while the remainder of the course examines how these methods are used by companies. Managerial accounting is a company s internal language, and is used for decision-making, production management, product design and pricing, performance evaluation, and motivating employees. ENTREPRENEURSHIP This course places you in the position of the entrepreneur, allowing you to learn to analyze opportunities, evaluate startups and produce complete business plans. You will learn about potential sources of business ideas, about how to apply management tools to fledgling companies, explore the different sources of financing for new on-line or off-line ventures, and analyze every aspect of the problems encountered during the process of implementing a business plan.
8 COMPETITIVE STRATEGY This course will challenge you to develop a thorough understanding of the internal and external factors that shape a firm s ability to create value, and familiarize you with tools to analyze industries, resources and competitive interactions, both on the corporate and individual business level. The course strives to instill a strategic mindset that will enable you to go beyond simply applying tools to deriving a deep understanding of competitive behavior. OPERATIONS AND SUPPLY CHAIN MANAGEMENT As goods and services are produced and distributed, they move through a set of interrelated operations and processes. The design of these operations for gaining a strategic advantage, investments in improving their efficacy, and controlling these operations to meet performance objectives is the main goal of Operations and Supply Chain Management.
9 Master in Management / 9 TECHNOLOGY & INFORMATION MANAGEMENT This course focuses on enabling and transforming roles of IS in creating a long-term vision for the organization in the digital economy. Covering areas like relationships with suppliers, public and private clients; and how these relations are changing due to the effects of fast-developing new technologies. This course cuts through the dotcom hype to analyze the real value created by IT systems, along with the challenges to come in this new, increasingly competitive environment. CORPORATE FINANCE This course introduces you to the analysis of the financial structure of business organizations with the aim to optimize this structure using different financial tools and selecting the most appropriate funding methods (share issue, bond issue, external debt, etc.). The course ends with a comprehensive application of all financial concepts in the context of firm valuation techniques, including other corporate finance issues such as MBOs, LBOs and M&As. The structure/courses may be altered depending on the faculty, market dynamics and company demands.
11 master in management specializations International Business Integrated Marketing Communications* Sales & Marketing Digital Business Financial Management & Control Choose one among the variety of different specializations, depending on the language of instruction and the intial intake chosen specializations offers vary. Intakes Sept Sept Feb Feb SPECIALIZATION International Business Integrated Marketing Communications Sales & Marketing Digital Business Financial Management & Control English Spanish *Course descriptions for Integrated Marketing Communications will be available soon.
12 WHY STUDY THIS SPECIALIZATION? This specialization offers a deep vision in internationalization. We shape experts in global business management and operations providing the tools to succeed in the highly complex, diverse and global environment. Intakes Sept Sept Feb Feb SPECIALIZATION International Business English Spanish WHO ARE THE TOP EMPLOYERS OF OUR INTERNATIONAL BUSINESS STUDENTS?
13 Master in Management / 13 WHAT WILL YOU LEARN? Learn how to structure and manage international companies Leverage the trend for increased internationalization in order to identify new business opportunities in the global marketplace Be aware of how to use technology and information systems as a competitive advantage Acquire the necessary skills to develop and manage multinational projects Nurture the skills needed to negotiate in multicultural environments Understand how to approach human resource management in a transnational and diverse environment Develop the skills to analyze the political, economic, legal, and cultural aspects of the places where you will be operating and their implications for developing a successful enterprise Gain insights into the financial risks and opportunities of doing business internationally CEMEX, IMS Health, Indra, KPMG, Loewe, Roche Farma, Roland Berger, Santander Global, Siemens, Vodafone.
14 SPECIALIZATION IN INTERNATIONAL BUSINESS COURSE DESCRIPTION: MANAGEMENT & CONTROL SYSTEMS The objective of this course is to analyze the different elements of management control in a company, examining interrelations with corporate strategy and structure. This involves a detailed analysis of the different centers of responsibility, planning and implementation, and of the treatment of information, teaching you to take informed decisions that permit corrective action and ensure objectives are met. CORPORATE STRATEGY This course focuses on developing and implementing corporate strategies. The aim of the course is to equip you with a conceptual and practical understanding of the strategic challenges of multinational management. The course is planned to address the formation of competitive advantage in large organizations that extend across national boundaries. PROJECT MANAGEMENT Today, more than ever before, you will need to successfully meet and lead change, providing effective results for your organization s strategic objectives. These strategic objectives are achieved through the completion of hundreds of simultaneous and competing projects designed to improve organizational performance under a shortage of resources. It is within this scenario that you as a young manager will have the opportunity to shine, displaying skills and knowledge of project management and implement them effectively and efficiently. This is the main objective of this course: to provide you with the knowledge and required skills to manage complex projects in multicultural teams with geographically dispersed participants and stakeholders. KNOWING THE MARKET AND THE CONSUMER An understanding of the market and the consumer is a fundamental ingredient on which sales and marketing decisions are based, significantly reducing the risks of failure in the corporate world. It provides managers a critical view of the necessities and characteristics of a target audience, enabling a better understanding, providing information on the lifestyle and behavior that may alter and influence the act of purchase. Understanding consumer behavior as a decision maker and effectively acting upon it can offer companies a competitive advantage against the competition and a clear diagnosis in order to implement effective strategies.
15 Master in Management / 15 MARKETING STRATEGY FOR DECISION MAKING The class centers around the use of a simulator, which allows you to create your own marketing strategy. It focuses on the key elements of marketing: setting a marketing strategy under the consideration of the available customer segments and positioning alternatives. This simulator is designed to help you develop a long-term perspective and to emphasize the importance of the positioning concept. It also covers the management of an entire product portfolio, the interpretation of professional market research and advertising-related decisions. BUSINESS, GOVERNMENT, AND SOCIETY This course focuses on the increasingly important non-market environment of business - the political, regulatory, social, and ecological context in which contemporary global business operates. The nonmarket environment poses significant challenges to managers, while offering tremendous opportunities for the development of competitive advantage. You will learn to analyze political environments, discern systematic differences in the business environment across countries and cultures, and formulate nonmarket strategies in a global context. The course pays special attention to ethical issue and engages important debates over sustainable development and corporate social responsibility. COUNTRY ANALYSIS In an increasingly interdependent world countries have been following different economic and political strategies in their search for increased welfare. These different approaches have important implications for businesses, both in a foreign country and when attempting to carry out export-import activities. This course will analyze different countries and regions in terms of their political organization and their economic policies and will relate these to business issues. You will gain a greater understanding of the general environment in these countries. The ultimate objective is to equip you with a set of tools that will allow you to better analyze in your future professional life the social, economic and political characteristics of different countries, and use this understanding to make adequate business decisions. ADVANCED FINANCE This course will discuss the foundations of the investment banking industry and the capital markets where it operates. You will be introduced to the world of finance by covering a wide arrange of topics such as the structure and divisions of investment banks, the main role that each division performs and their links with the different capital markets. At the conclusion of this course, you will feel comfortable to analyze and discuss current conditions in the Capital Markets. That includes an understanding of the factors influencing interest rates, the flow of funds in the economy, and the trend towards integrated global markets. PROCESS & SERVICE INNOVATION This course introduces innovation at a product and service level. The course provides you with the opportunity to understand the challenges associated with bringing a product or service innovation to market, the diffusion process of innovations, and the challenges faced by companies in deciding whether to listen to or indeed, ignore the market. All of this is done with a global perspective. TALENT MANAGEMENT This course focuses on the strategies and tools that human resource professionals use to create organizational excellence by identifying and retaining high quality talent. It will introduce you to the strategic role human resource management plays in creating competitive advantages for firms. You will study HR policies and practices in context and consider broader corporate strategies, business activities, and competitiveness in an increasingly global marketplace, paying attention to the diversity of the global workforce.
16 WHY STUDY THIS SPECIALIZATION? This specialization will focus on the acquisition of relevant skills and competencies that distinguishes effective sales and marketing managers in the face of the 21 st century. Intakes Sept Sept Feb Feb SPECIALIZATION Sales & Marketing English Spanish WHO ARE THE TOP EMPLOYERS OF OUR SALES & MARKETING STUDENTS?
17 Master in Management / 17 WHAT WILL YOU LEARN? Develop the skills to leverage social media and new technologies to conduct marketing research and to learn about the needs of your customers Design sustainable marketing strategies considering the proliferation of customer segments, marketing channels, and means of communication Understand the key principles in designing brand strategies to fence off new entrants or to challenge incumbents in traditional industries Create world class customer experiences in order to win the loyalty game against your competitors Gain a better understanding of how to design marketing campaigns Nurture your skills to innovate and to be creative in order to deliver the products and services customers demand in the market Learn how to capitalize on the opportunities offered by digital marketing Adidas, Carrefour, Elizabeth Arden, Johnson & Johnson, L Oréal, LVMH, Nivea, Procter & Gamble, Starbucks, Unilever.
18 SPECIALIZATION IN SALES & MARKETING COURSE DESCRIPTION KNOWING THE MARKET AND THE CONSUMER An understanding of the market and the consumer is a fundamental ingredient on which sales and marketing decisions are based, significantly reducing the risks of failure in the corporate world. It provides managers a critical view of the necessities and characteristics of a target audience, enabling a better understanding of them, providing information on the lifestyle and behavior that may alter and influence the act of purchase. Understanding consumer behavior as a decision maker and effectively acting upon it can offer companies a competitive advantage against the competition and a clear diagnosis in order to implement effective strategies. PRODUCT & BRAND MANAGEMENT Product and Brand Management gives you a fundamental understanding of how to build measure, and manage a brand. As products, pricing and distribution increasingly become commodities, the new competitive arena is brand value, which creates long-term profitable brand relationships. Building brand equity involves managing brands within the context of other brands, as well as managing brands over multiple categories, over time, and across multiple market segments. CHANNEL MANAGEMENT A marketing channel is viewed as an interorganizational system involved with the task of making goods, services and concepts available for consumption by enhancing their time, place and possession utilities. Due to the advent of new technologies such as the Internet, marketing channels have become tools of enormous strategic value. Through case discussions, you will develop the necessary skills in making channel and strategic power decisions. PRICING Pricing is one of the most important but least understood marketing decisions. This course is designed to equip you with the concepts, techniques, and latest thinking on assessing and formulating pricing strategies. The course concentrates on how firms attempt to capture value in the revenues they earn. The objective of the course is to assist you in developing an in-depth knowledge relating to the formulation of pricing strategies for new and existing products and services. You will learn the process of making pricing decisions and explore innovative approaches for setting prices. Additional focus will be made on pricing dynamics and the reaction to and by competitors at the firm and product level.
19 Master in Management / 19 INTEGRATED MARKETING COMMUNICATION This course develops an understanding of how advertising, sales promotion, public relations, personal selling and in some cases packaging decisions form a coordinated marketing communications plan. This course provides you with an understanding of the role of integrated marketing communications in the overall marketing program. You will focus not only on the strategies of traditional marketing programs, but also on the growth and influence of new media, alternative methods and approaches, and the challenges and issues faced by marketers in the context of a changing marketing communications discipline. The concept of IMC recognizes that brands benefit most from an integration of all elements of the marketing mix, including advertising, personal selling, public relations, sales promotions, sponsorships, interactive marketing, and other marketing channels. SERVICES MARKETING Services are becoming the dominant economic driver in the global economy and are critical for competitive advantage in companies, from all industrial sectors, all around the world. Even for companies which traditionally have not been considered services companies, services represent their primary growth driver for the 21st century. For instance, IBM and GE, two companies that gained prominence due to their product offerings, now generate approximately 40% of their revenues and over 60% of current profits from services. The purpose of this course is to introduce you to services marketing as a separate and distinct area of marketing thought and practice and help you to understand its powerful influence in competitive markets. MARKETING STRATEGY FOR DECISION MAKING Marketing games are pre-designed scenarios with the objective to develop the necessary skills for making the right marketing decisions. The simulator used during this course allows you to set the direction for a marketing strategy. It focuses on the key elements of marketing: setting a marketing strategy under the consideration of the available customer segments and positioning alternatives. This simulator is designed to help you develop a long-term perspective and to emphasize the importance of the positioning concept. It also covers the management of an entire product portfolio, the interpretation of professional market research and advertising-related decisions. CREATIVITY & INNOVATION MANAGEMENT It is a known fact that one of the most valuable assets that companies have or lack in the business world is creativity. It has been proven that ideas that depart from the conventional can not only boost sales, but also change the marketplace in its entirety. Learning how to think creatively is an ability most managers should develop and apply on a day-to-day basis within an organization in order to innovate and set new standards in the marketplace. This course focuses on how to detect creativity in organizations and apply to marketing strategies when generating a product, service or marketing campaign. SEARCH ENGINE MARKETING (SEM) Search Engine Marketing (SEM) is the overarching term to describe marketing a website through search engines including efforts to improve organic listings and running pay-per-click ads. More than 90 percent of the online population uses a search engine first to find products, services and information. If your business wants to attract prospective customers, you ll need to understand how to integrate facets of SEM into your overall marketing efforts. This course teaches you the basic concepts that make up SEM to provide a solid foundation to intelligently and cost-efficiently apply it to a current or future business. You ll leave with a breadth of information, best practices, and ways to effectively incorporate SEM into a current or future project. SALES FORCE & KEY ACCOUNT MANAGEMENT During this course you will learn the basic functions of sales force management as well as theories and concepts about appropriately managing that function. The course is concerned with how to manage a sales force rather than with how to sell. The emphasis is on business-to-business (rather than consumer) sales force management. Topics covered include salesperson effectiveness, deployment, organizational design, compensation and evaluation.
20 WHY STUDY THIS SPECIALIZATION? This specialization will focus on hard and soft skills which will equip students with the necessary abilities to excel in an environment of constant technological change and understand the strategic approaches in the Digital World. Intakes Sept Sept Feb Feb SPECIALIZATION Digital Business English Spanish WHO ARE THE TOP EMPLOYERS OF OUR DIGITAL BUSINESS STUDENTS?
21 Master in Management / 21 WHAT WILL YOU LEARN? Skills required to manage any company in the different scenarios of the digital economy Knowledge that can generate new competitive advantage and new business models for companies that want to implement or are using innovative digital tools in the form of new channels of sales and distribution, marketing, information systems and communication Gain a deep and broad understanding of the changes brought to the market by new social and technological trends: from web 2.0 to social networking, from twitter to mobile games The technical competencies required to meet the challenges of the marketplace and fully understand the scope of technological change A global vision of what a converging enterprise should be, by understanding a new 2.0 customer, culture and technology from a different perspective The capacity to respond with integrated and innovative services and products Technological and digital evolution scenarios and their business impact Accenture, Amadeus, Everis, Elogos, Ericsson, Google, IBM, Jazztel, Nokia, Telefonica.
22 SPECIALIZATION IN DIGITAL BUSINESS COURSE DESCRIPTION DIGITAL BUSINESS STRATEGY This course is designed to provide you with a vision of the basic competitive strategies that companies are following in reaction to the transformation of industries that comes with the use of digital technologies. The convergence of industries is a reality. The boundaries between industries like telecommunications, software, media and device manufacturing is blurring. This process is also changing how we produce culture, the way we interact with companies and institutions and the way we buy products and services. There are huge challenges for established companies: companies must adapt quickly to new market conditions populated with competitors from unsuspected places. At the same time, great opportunities are emerging for innovators with new business models. Understanding these processes and the fundamental challenges companies face in the digital ecosystem is the chief aim of this course. The course also focused on the strategic tools needed to translate these trends into actionable business strategies. MOBILE BUSINESS & TRENDS The course will help you understand the business models and trends in mobile business, and also face the challenges of how an app is built and how it can be successful. Mobility and the development of business models that maximize its potential is the next frontier for companies situated in the digital economy. In this course you will explore the challenges and opportunities generated in this environment by understanding how different players interact - telecom operators, handset manufacturers, and software developers. You will determine how this development affects any company trying to get to their customers and reach a reaction from them. The course is also designed to face the challenge of building applications for the main ecosystems -ios, Android, Windows- and understand its complexity and the connection of technology business needs, so that you can immediately apply your knowledge to fostering the adoption and application of mobile solutions in their future positions. SHAPING THE IMPACT OF DISRUPTIVE TECHNOLOGIES The course helps the students without a technical background among you understand the technologies that are shaping the evolution of the digital industries and how they will play out in the future. Those of you with a strong technical background will better understand the business implication of the technologies that you are already familiar with. This class focuses on technological convergence vs. business strategies and how disruptive technologies can reshape competition. It covers topics related to scenario analysis of the technologies involved in convergence sectors: telecommunications, software, informatics and electronics. Its not a course designed for engineers, but a course that will help managers to understand the effect that these technologies produce in the context of the evolution of business, society and technology. At the end of the course, you will understand how the developments in technology that are coming in the next five years can affect the current business ecosystem and, more importantly, you will have a set of tools to analyze possible scenarios of evolution and make decisions based on them. MANAGING THE INNOVATION PROCESS Early winners in the convergence process share a common trait: a commitment to innovation. In this class you will learn to apply the practical tools and practices that can be used to foster innovation within companies. You ll explore different methodologies and processes designed to foster innovation within and across organizations boundaries. You ll begin with basic techniques used to manage the processes that lead to positive results in innovation efforts and move on to a practical approach that will ensure that your toolbox suits different types of companies and industries. You will explore innovation at the organizational, group and personal level, fostering the analysis and critical evaluation of tools and practices used in the industry.
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