International Marketing - International Business Core Track
This course will cover important topics relating to international marketing, including:Introduction to International Marketing
- What is international marketing?
- Reasons for internationalization.
- Differences between global and local markets.
- International marketing orientations: export marketing, multinational marketing, multi-regional marketing and global marketing.
- Analysis of the International Marketing Environment
- Economic forces.
- Political and legal forces.
- Most frequent legal issues in international marketing.
- Influence of culture in international marketing.
- Main changes in the global marketing environment.
- Segmenting International Markets and Marketing Information Systems (MIS) in International Markets
- Market segmentation and expansion strategies.
- Cross-national vs. national segments.
- Market research design for international markets.
- Issues in international market research.
- Entry Strategies
- Exporting.
- Foreign production.
- Joint ventures and strategic alliances.
- Entry analysis.
- Exit strategies.
- International Product and Brand Management
- Product design in an international environment.
- International and global branding decisions.
- Strategic alternatives in international product management.
- Management of International Communication
- Factors affecting communication strategies.
- Success factors in global communication.
- Communication media and advertising agencies.
- Price-setting for International Marketing
- Factors affecting prices.
- Strategic decisions in international pricing.
- Managerial issues in pricing for international markets.
- International Distribution Channels
- Key decisions in distribution.
- Factors influencing the design, selection, and location of channels.
- Gaining access to international distribution channels.
- Global trends in distribution.
- Organizing and Controlling International Marketing Management
- Factors affecting organizational design.
- Different alternatives for organizing and structuring international marketing activities.
- Evolution of international organizations.
- Complementarities of local and international
International Finance - International Business Core Track
This course will expose students to a real-life situation of instruments available for appropriate financial management in the international sphere using a financial management simulation model.
Students will acquire the ability to identify and select the appropriate instruments and markets available for the Financial Director of a company to carry out the management of cash, investments, and results in the international sphere. Be capable of developing an overall corporate vision in the face of international challenges.
Social Entrepreneurship - Entrepreneurship & Innovation Core Track
It is widely accepted that contemporary democratic societies are built around three sectors: public administrations, business companies, and nonprofit organizations. Like a three‐legged stool, these three sectors have to work together to drive societies towards a state of equilibrium. However, certain organizations seem to blur the limits between these sectors: social enterprises. In an ever‐changing, fast‐paced environment, social enterprise organizations (for-profit and nonprofit) need the appropriate skills in order to face new challenges and continue to help improve the lives of people and communities. In other words, these organizations must be truly capable of leading the complex world of social intervention. The new demands placed upon social enterprises are the results of deep‐rooted changes that are shaping contemporary societies.
This course examines the nature and major trends in social entrepreneurship and key challenges for companies and nonprofits organizations in a sustainable development perspective.Until recently, social entrepreneurship management improvements were mainly thought to relate solely to human resources, communications, fund‐raising, information systems, etc. However, experience has shown that several other aspects have been neglected when it comes to strengthening social entrepreneurship organizational skills. These include strategy alignment, scaling up, accountability, governance, social impact all will be analyzed during this course, with a special emphasis as well on the leadership dimensions behind social enterprises.
The main goal of this course is to explore with the participants the importance of social entrepreneurship and social intrapreneurship to help find solutions to the major social challenges facing today’s societies and to foster a positive attitude and sensitivity toward the possibility of becoming personally involved in some way in a social enterprise initiative in the future, or to use its principles in any career path. Hence participants will acquire the basic knowledge necessary to build and lead high performing initiatives which help generate economic and social values simultaneously and are economically viable in the long term.
The course also places a strong focus on methodologies and skills. We will practice creativity and innovation skills, analytical skills, negotiation skills, group work, presentations… and become acquainted with the main innovation and startup methodologies of the time. We will also sharpen our critical thinking ability and strive to develop our own opinions about controversial issues and question our own assumptions. Hence this course is also interesting and suitable for students who want to explore entrepreneurship or simply an alternative view of business and economics.
Global Entrepreneurship - Entrepreneurship & Innovation Core Track
Topics covered in this course include:
- Identification of business opportunities in the international context
- Internationalization strategies: key questions
- How to prepare and exploit global expansion
- International Entrepreneurship: managing and financing international ventures
- Market entry, Marketing & sales
- Diversification in developed and developing countries
Integrated Workshop: Cross-Cultural Studies
This workshop will cover topics on “Doing Business in Europe” and “Doing Business in Spain and Latin America.” It is a component integrated into both of the core tracks.
International Relations and Global Governance - Global Governance & Geopolitics Elective Track
We live in an age of interdependence and increasing globalization of business and markets. In such an environment, it is desirable for the participants to understand the ramifications of global events, to learn to
analyze the complexities that exist in other parts of the world and to cope with them if the need arises in the future. This course will endeavor to help participants to understand prevailing trends in geopolitical arenas, to think more in a global context and to try to anticipate future developments.
The objectives of this course are to give the participants a solid perspective on the prevailing international situation so as to be able to:
- Present a general vision of the new arrangement of the international system and its actors from 1989 onwards
- Evaluate some of the techno-economical, sociopolitical and cultural consequences that stem from the above-mentioned changes
- Introduce the main attempts to construct new paradigms to understand the driving forces in the international environment
- Identify key trends in the geopolitical arena, mainly from a European perspective
- Think strategically in the light of these developments
Euro Zone, European Union, and Economic Crisis- Global Governance & Geopolitics Elective Track
This course revolves around the geopolitics of global governance. Specific issues dealt with: the institutional architecture of global governance, present and future of the EU as a relevant geopolitical actor, the ECB, and the current euro crisis.
Spanish Language (EUROPEAN FRAMEWORK Levels A1, A2, B1.1, B1.2, B2.1, B2.2 C1) - Spanish Language Track
ESADE’S Spanish language courses, taught by native speakers with specific training in education, are an effective way of learning Spanish and improving language fluency. The course focuses on ensuring that students rapidly acquire the language skills they need in a Spanish-speaking setting. The classes in small groups are interactive, dynamic and enjoyable, focused on communication skills to help students to pick up the language right from the first day.
Key factors of the ESADE Methodology in language teaching:
- Relevant content adapted to the needs of each group: everything students learn in the classroom can be applied to their student/professional life from the very first day.
- Communication in action: courses are centered on language practice, and the activities encourage active participation by the student.
- Outstanding group dynamics, an excellent motivational atmosphere that really encourages a learning environment.
- Learning 2.0: a virtual platform in every classroom, virtual campus, online resources and so on, all contributing to an effective, interactive learning experience.
- Continuous progress assessment: there is on-going monitoring of your development, as well as personalized guidelines for student learning.
Spain: History, Art, and Culture - Spanish Language Track
This course looks at the history of Spain as well as some of its most relevant examples of art and culture. It aims to give the students valuable insights into the Spanish and Catalan society.
- The conference sessions will be completed by cultural excursions to Barcelona and surroundings to get a deeper understanding of Spain and the culture.
- The participants can choose between different content options: cultural elements that are common throughout Spain (History of Spanish Pop Music through Political and Social changes, Football, Bullfighting, Spanish food) or some highlight s of Barcelona like Picasso, Dalí, Miró, Gaudí and other Modernist artists, main Museums in Barcelona, etc)
- Each student will give a presentation about a restaurant, museum, site or traditional business he or she visited in Barcelona. Students are also divided into groups and invited to visit key, museums or sites, which will be the topic of a presentation: Picasso Museum, Miró Foundation, a Gaudí building, etc.
European Union Law - Business Law Core Track
The learning objectives of this course are as follows:
- Understand the basic concepts of European Union Law and differentiate the EU legalorder from international and national legal orders.
- Have a clear sense of the evolution of EU institutions, decision‐making, and EU constitutional principles.
- Understand the goals and content of the main EU policies
Law and Economics - Business Law Core Track
This course objective is to analyze the incentives created by laws and legal institutions, as well as their implications for economic activity in a globalized world. We will use microeconomic models to conduct a positive and normative analysis of certain legal rules and complement the analysis with real case studies
The focus of this course will be on how legal rules affect (i) implicit prices for consumer and firm behavior, (ii) the distribution of resources, and (iii) economic efficiency. While students will obtain a background on the law surrounding property, contracts, torts and the judicial process, the content will focus on how legal rules impact consumers and producers, and whether these rules and regulations enhance the efficient use of economic resources.
At the end of the course, the student will be able to analyze the creation of incentives by the legal system in important areas of the law such as Property Law, Contract Law, and Tort Law, and have an overview of the major differences in legal systems (common versus civil law).
Media: Shaping our Perceptions - Critical Thinking Core Track
The purpose of this course is to explore the role of media in western democracies and the ways in which such an influential sector shapes culture, politics and the economy. The course aims to achieve this goal through a critical perspective, that is, by highlighting the positive and, more importantly, the negative effects of Media on society and citizenship.
Once strengths and weaknesses have been identified and reflected upon, proposals will be presented (by students) on potential reforms that would allow the Media industry to make a more meaningful and constructive contribution to democratic life.
The lectures and explanations will be multidisciplinary in scope (economics, politics, technology) and special attention will be paid to the notions of “power“ and “corporate social responsibility“ as tools for the analysis, understanding, and criticism.
In Search of Principles of a Life Philosophy: Lessons from Art, History, and Economics - Critical Thinking Core Track
The purpose of this course is to provide students with a time and a space for humanistic growth and learning. It is our firm belief that humanistic learning leads also to the improvement of professional capabilities. More cultivated human beings make better managers and executives.
A variety of subjects will be explained and discussed, both as a source of knowledge in themselves and, more importantly, as a springboard for another level of learning: to reflect on a set of principles with which to navigate successfully through life’s dilemmas and uncertainties.
Each session will be devoted to a specific topic of artistic, economic or historical importance. The focus of the lecture will be to explain the context, causes, consequences, artistic movement to which it belongs or economic theory that explains it. Next, moving from large to small and from general to personal, a discussion will ensue to try to extract, with everyone’s insight, a lesson or a principle enlightening and useful enough for us to want to remember and include in our “life philosophy”. The discussions will be enriched with the ideas obtained from a reading assignment:a short story by some of Literature’s classic writers(Tolstoi, Poe, Proust, Kafka, Dostoievski…).
Each participant will be able to draw his or her own conclusions, but an important part of the course will be the discussions to try to agree on a common list of principles that we consider useful for living a fulfilling life. The discussions will be very open and will adhere to only one requirement: that all thoughts and proposals are guided by a desire for self‐improvement.
Sports Management - Barcelona Innovation Industries Elective Track
The global sports industry, valued at nearly 150 billion USD (Deloitte, 2014), has a high public profile. Yet many fans of teams, leagues, competitions, and athletes are unaware of the full scope of the global sports industry and its major drivers of growth and revenue, as well as the professional and investment opportunities provided by the sector. This course aims to provide students with a general overview of the global sports sector, including its main levers and stakeholders, as well as their interrelationship. Specifically, it looks to introduce students to three main ‘branches’ of professional activity within the sector: Promotion (including sponsorship, brand management, communication, and sales); Events & Tourism (including event management, hosting, bidding processes, people management and operations); and Representation (including athlete management, image rights, and personal branding and communication). Furthermore, the course will offer students an opportunity to put their learnings into practice through a final project analyzing important trends and entities within the industry.
Fashion Management - Barcelona Innovation Industries Elective Track
The fashion market has proven resilient and adaptable as global change continues to affect most industries, in some cases directly disrupting established business models.
The increased pressure of ROI resulting from corporations and market interests on established brands and its effect on the creative nature of the outcome, the allure of new markets not exempt from fluctuations in demand, the disappearance of seasonal collections and cycles based on easily foreseeable trends, the consolidation of high‐street ready to wear chains, the emergence of small niche brands leveraging the power and the speed of technology, the changing face of today’s consumers and their distinct habits and preferences, the increasing focus on sustainability and social responsibility, the value of direct contact between brands and consumers via social media and the irruption and evolution of influence marketing into traditional branding and marketing practices are all key issues that underpin the fashion business on a global scale.
Like all marketing disciplines today, it is an exciting and challenging scenario that demands specific knowledge, creative thinking, agile mindset, continuous learning, resilience, digital competencies, value management, and brand building.
Specifically, it focuses on providing insights into the following areas:− Universe: the foundations of the fashion industry and its distinguishing features as an artistic and cultural signifier, personal statement design discipline, and business activity,− System: the elements that configure the fashion ecosystem and how they interact with each other within specific parameters to configure a unique process as a creative industry (structure, suppliers, channels, product, brand, marketing, communication, consumers, stakeholders, technology, design)− Professionals: the skills, mindsets, roles, abilities and available career paths
We’ll also be touching on: fashion brand management and equity; creative, artistic and design fundamentals; changes in communication and advertising; new media & influence marketing; BTL activity: PR, events and sponsoring; visual merchandising; distribution channels and omnichannel consumer behavior; digital branding and marketing; marketing intelligence.
− obtain a basic understanding of the fashion industry: ecosystem, processes, relationships, value− identify the main levers and stakeholders of the industry, their interrelationship, and context− understand the main drivers and the role of innovation in creating value;− identify and develop the skills required and explore available career paths in the sector− become familiar with other actors and participants in the ecosystem to facilitate relationships, management, and teamwork− define the value management graduates can provide and work on how to become a visible and attractive candidate− hear and interact directly with practitioners and specialists currently working in the sector on local/global level.
Rhetoric for Persuasion and Public Speaking - Effective Interpersonal Communication Track
This course involves working on and polishing presentation skills with the aim to improve students’ communicative ability and performance by providing the opportunity to rehearse, deliver and critique a presentation on a business topic
Negotiation, Communication, and Conflict Management - Effective Interpersonal Communication Track
Students will learn how to prepare for negotiation, understanding the key issues in a dispute resolution role. They will be able to create value in negotiations and how to share this value out. They will be able to handle negotiations according to different approaches and will be able to defend themselves from aggressive behavior.
Digital Entrepreneurship & Innovation - Technology for Entrepreneurs Elective Track
This course aims at introducing the basic aspects of the so‐called Information and Communications Technologies (ICT) as well as at discussing the impact that such technologies are having and will have in the near future in four main industrial sectors. ICT being transversal technologies, their presence in any business concept nowadays is not a choice but a must. Therefore, it seems interesting that any person having in mind a business project knows the possibilities that ICT are providing, and how such possibilities are being used in well‐established industrial sectors.
E-Commerce & Technology - Technology for Entrepreneurs Elective Track
This course aims to provide students with a general overview of the E‐Commerce & Technology sector, focusing on the type of companies that predominate in Barcelona/Spain (Privalia, Letsbonus, Social Point) and including its main levers and stakeholders, as well as their interrelationship.
Specifically, it looks to introduce students to three main dimensions within the sector: e‐commerce & the technology industry, design & usability, and legal aspects.
Design Thinking - Innovation & Methodology Elective Track
The complexity and uncertainty of the world of business require a set of skills that combine analytical approaches with creative ones. The challenges are more often unstable, unpredictable, and complex. To be competitive in this environment, we need to be able to combine analytical and creative approaches.
The main objective of this course is to help students develop creative thinking skills and the ability to move from conceptual thinking to taking action. The skills practiced in the course include the ability to gain deep insights about users, to use these insights for defining and reframing problems into actionable statements, and generating ideas aimed at creating alternative solutions and approaches to the identified problem. Furthermore, students will learn to carry out practical experiments that create new learning on aspects central to the successful realization of the idea.
During the course, we will follow the Design Thinking approach to tackle an innovation challenge. The course is going to be a studio and the students will work their challenge on a weekly basis, receiving a weekly lecture about practical methods that they can soon put into practice.
Project Management - Innovation & Methodology Elective Track
The aim of this course is to enable you to contribute to the design, planning, implementation, and evaluation of organizational projects in order to link strategy to execution while improving your managerial practice.
