Short Courses

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Steve Mallon

Description: This course will introduce you to key theories and models central to the foundations of Leadership as a concept, and will help students understand what it takes to be a business leader in the 21st century global environment. The module will consider how leadership can be exercised at all levels by exploring individual leadership, team leadership and organisational leadership. There will be a focus on self-assessment processes and personal skills development through which students can start developing stronger leadership qualities and practices that they can then be applied throughout their careers. This course will also present key organisational behaviour theories and analyse how they help us address the major common organisational issues of the 21st century. Students will examine individual behaviour and group behaviour in the workplace and how it might influence an organisation’s communication, conflict management, motivational techniques and human resources development. Students will investigate the area of business ethics and how this ties into wider organisational operations.

Learning Outcomes:

• Have a firm understanding of leadership theories and of how leadership models are put into practice at the personal, local, and global level
• Understand the key Organisational Behaviour theories and models and analyse how they help us address the major common organisational issues of the 21st century
• Demonstrate understanding of the interplay among different aspects of management, leadership and organisational culture and apply this understanding to an organizational context of your choice
  
  

Duration: 29 November – 4 February
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Steve Mallon

Description: This module approaches Project Management in a systematic way, to equip students with the approaches recommended by the Project Management Institute (PMI), from scope management and time management to communicating projects to your team. It will consider planning, scheduling, controlling, resource allocation, and performance measurement methods, all required for the successful completion of a project. It will also examine the key lean management principles, tools and techniques. Students will discuss good lean management techniques in the context of defining and attaining goals and targets. Learn how to develop and execute a lean management system.

Learning Outcomes:

• Demonstrate understanding of the Project Management Institute’s best practice approach
• Plan a project life cycle and map all stages in the cycle, identifying what is needed for each stage
• Understand the importance of a timeframe and time management for the successful completion of a project, considering task dependencies and task lengths
• Understand how to successfully manage project costs by considering estimated cost, variances and profit
• Demonstrate how to develop and execute a lean management system within a specific organisational context
• Evaluate the appropriacy of specific lean management and project management techniques to a specific organisational context
  
  

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Victoria Masters

Description: This module aims to introduce the critical success factors for effective verbal and nonverbal communication in the context of the workplace, both in terms of internal communication and external communication, including training students in public speaking. It looks at different negotiation and conflict resolution techniques and the various contexts they may be applied in. The course also develops students’ networking skills and expands their networking opportunities in the city of Barcelona, giving students the opportunity to put what they learn into practice.
Learning Outcomes:

• Identify and analyse the appropriate channels of communication according to specific audiences and objectives
• Demonstrate an applied understanding of the critical success factors for effective verbal and nonverbal communication in the context of public speaking
• Analyze and understand the key practical and theoretical concepts of managing and resolving conflicts
• Analytically and theoretically understand the types of conflict management styles
• Analyze and select negotiating strategies to favour your situation.
• Demonstrate an ability to plan negotiations strategically and comprehensively
• Identify different networking tools and strategies to expand networking opportunities
• Produce a Linkedin Profile with effective accomplishment-based job and skill statements

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Jan Jonckheere

Description: This module will examine the principles and practices behind production and operations management, considering activities and processes needed to effectively produce products and services. Students will consider key performance indicators of operations such as quality, productivity and response time and be introduced to tools and strategies that help to ensure smooth operations.

 
Learning Outcomes: 

• Demonstrate an understanding of the role that planning, organising, leading, and monitoring productive operations have in achieving the objectives of an organisation and making it sustainable.
• Identify how the role of operations managers changes in different organisational contexts.
• Develop a strong understanding of the role quality control plays in effective production and operations management.

Duration:7 March – 29 April
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Victoria Masters & Steve Mallon

Description: This module explores the cross-cultural issues that arise from working in international teams and how these can impact upon management. This will be done through the examination of cultural theories, concepts and models and their application to real business scenarios, taking into account different governance and institutional systems. Students also delve into the role a diversity and inclusion agenda can play in not only creating a fairer organisation, but also a more productive and successful one.

Learning Outcomes:

• Identify the key cultural theories and frameworks, as well as the ethical and social questions in cross-cultural management, and demonstrate how they can apply to cross-cultural management approaches and practices.
• Incorporate theories, concepts and models relevant to the global and cultural context of an international business issue or case.
• Effectively engage in cross-cultural management and negotiation exercises.
• Develop an understanding of what Diversity and Inclusion means in the business and workplace context and how it can be used to respond to cross-cultural management issues.
• Identify and evaluate the extent to which a diversity and inclusion agenda is being driven within international organisations, and based on this analysis produce a recommendation plan for how it can be taken further.

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Tuesday  from 18:30 to 21:30
Professor: Elena Emma

Description: This module delves into what it takes to think up, develop, implement and effectively manage strategic change and innovation initiatives both on a small scale and at the organisational level. Students will be introduced to the key theories and practices behind change and innovation as applied to individuals, organisations and systems. They will look at the kind of opportunities an organisation has for change and innovation, but also the potential restrictive forces at play. The key drivers of it will be considered and students will see strategies and interventions that can be undertaken to make it happen successfully. The role of technology in change and innovation in the 21st century business environment will also be examined. This module helps us put to rest the expression “if it isn't broken, don't fix it”, by examining the customer journey in their interaction with real life products and brands, and identifying where innovation may be made.

Learning Outcomes:

• Demonstrate understanding of the key theories and practices behind change and innovation as applied to individuals, organisations and systems.
• Identify the relationship between innovation, design thinking and entrepreneurship
• Recognise the value of innovation to organisations, economies and society

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Denis Boevskiy

Description: This module introduces students to financial management, looking at the company-wide impact of financial decision-making within the context of a for-profit organisation. Students will examine budget forecasting and detailed financial analysis for effective budget management. This module will demonstrate the building blocks of financial management that are essential knowledge for any corporate manager or business owner.

Learning Outcomes:

• Understand the goals and functions of financial management at the company-wide level.
• Produce an Operating Budget (Pro forma Income Statement) and a corresponding Cash flow Budget for the first year of a fictitious company.
• Demonstrate an understanding of all components of operational budgets by justifying each figure in the PFIS and contextualising key decisions with valid market research.
• Evaluate and define estimated but realistic income and costs based on the current market. 

Duration: 2 May – 17 June
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Noel Ortiz

Description: This module will look at the transformative impact that disruptive technologies have had on traditional business models, as well as the brand new digital business models that have emerged out of this digital revolution. For a company to launch or adapt/survive in the 21st century marketplace, a strong and innovative digital business strategy is essential. In this course, students will explore how strategies for existing or new businesses can incorporate digital change and transformational technologies to stay competitive in the marketplace. They will also consider the value that can be captured from these digital innovations, for example in terms of cost-cutting and performance enhancement. Students will focus on the importance of an integrated digital business strategy in terms of products, marketing and operations, and will explore how this strategy can be implemented, managed and communicated effectively.

 
Learning Outcomes:

• Demonstrate understanding of the impact that transformational technologies and digital business have had on business models and the marketplace.
• Identify the trends and technologies present in 21st Century digital businesses.
• Evaluate and compare different digital business strategies according to different business contexts, both in terms of the benefits and the risks.
• Recognise and define the value digital transformation can have for new and existing businesses.
• Demonstrate an understanding of what digital integration is, how it can be achieved, and its importance in today’s business environment.

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Antoine Delmas

Description:
This module will introduce students to the concept of entrepreneurship: the principles behind it and what it means to be an entrepreneur in terms of the mindset and skills required to be successful. Students will be given an insight into the human side of entrepreneurship by looking at what the entrepreneur lifestyle is like in reality. The course will then ask students to come up with a business idea based on an everyday problem and apply the entrepreneurial mindset and tools they have encountered during the course to try and solve it.

 
Learning Outcomes:

• Understand the key principles and the nature of entrepreneurship
• Understand the function of the entrepreneur and the skills needed to succeed
• Acknowledge the human side of entrepreneurship and lifestyle
• Consider everyday problems you face and come up with a business idea that would solve one or more of these.
• Demonstrate and critically appraise the fundamentals of entrepreneurship, including understanding entrepreneurial opportunities, innovation and creativity, franchising, development and managing the growth of a small business.

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Denis Boevskiy

Description: This module introduces students to the financial issues faced by entrepreneurs and how they go about securing financing for their startups/SMEs. It explores the different options that are available to entrepreneurs for raising funds for a new business venture, and the pros and cons of these options. The course gives students an understanding of the function of venture capitalists and the venture capital cycle, as well as angel investors and private equity firms in the financing of new business ventures. It will offer insight into how these funding sources are accessed, as well as on the potential benefits and disadvantages involved. Students will examine and evaluate the funding journey from business-wide perspective, considering the nature of the business, the timing, the scale, the product/service, the market, etc. By the end of this module, students aiming to start their own business will have a good idea of where to start when it comes to financing.

Learning Outcomes:

• Demonstrate an understanding of the financial issues faced by entrepreneurs, startups and SMEs.
• Understand the differences and similarities of VC funding from other kinds of finance and understand the venture capital cycle.
• Discuss and assess the suitability of a range of potential funding methods for a particular startup project and critically appraise the final choice.
  
  

Duration: 13 October – 27 November
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Tugba Kalafatoglu

Description: Taught by a seasoned entrepreneur and intrapreneur, this module will help students grasp the importance of a strong business model and how it can be innovated using certain thinking and practical tools. The course will look at how to design and structure a business model in a way that unleashes potential and opportunity. Students will work in depth with a canvas tool which will help them better understand the priorities and consequences which influence decision making as they embark on their own startup or project, and will help them see where the weaknesses are in their plan before they get started.

Learning Outcomes:

• Understand the role of business models with regards to value creation and new business success
• Understand and analyze different business model frameworks
• Demonstrate an understanding of business type and how to evaluate Key Activities, Resources, and Partnerships to produce a valid business canvas model
• Apply theories of canvas modelling, user personas and problem scenarios to define and explain the offer’s key drivers

Duration: 29 November – 4 February
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Tim Cakir

Description: This module will take students through the different digital marketing technologies available and how they can be used strategically to meet the long-term mission and goals of the company. Students will explore how organisations employ tools such as social media, email marketing, SEO/SEM, apps, automation etc. strategically to market their product/service.

 
Learning Outcomes:

• Demonstrate understanding of digital marketing as a concept, the core features of the various technologies available, and market strategy.
• Analyse and evaluate content options for a given digital marketing strategy; including timing, ROI and KPIs.
• Apply insights on current digital marketing trends to different digital marketing channel strategies.
• For the objectives of a given business case, develop a digital marketing strategy in which the appropriate digital marketing technologies are chosen and applied, and outline the implementation plan that will best achieve said objectives.
• Review and measure the success of your digital marketing strategy by analysing key performance indicators.

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Antoine Delmas

Description: This module will introduce students to the lean startup methodology which aims to reduce the product development cycle and establish the viability of a proposed business model. Taking its influence from lean manufacturing principles, the lean startup approach aims to minimise waste and focus on exercising practices that bring real value. This means avoiding substantial outside funding, sticking to a simple business model and plan, and using constant customer feedback during the product development stage to ensure the startup is creating something that truly meets customer needs. Students will work on their own idea for a minimum viable product (MVP) according to the lean startup methodology’s build-measure-learn principle.

Learning Outcomes:

• Demonstrate understanding of the principles and practices of the lean startup methodology.
• Build a prototype for your business idea and develop the product according to the build-measure-learn principle.

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Carolina Lauzen

Description: Disruptive products or processes can bring great success, and Innovation is possible everywhere. This module helps us put to rest the expression “if it isn't broken, don't fix it”, by examining the customer journey in their interaction with real life products and brands, and identifying where innovation can be made. The course applies the design thinking methodology, asking students to take a systematic approach to creative problem-solving in the context of business context. This approach will be a practical exercise and can be applied to any product or service.

 
Learning Outcomes:

• Understand and apply the steps of design thinking methodology to a problem solving exercise of your choice
• Identify the relationship between innovation, design thinking and entrepreneurship
• Recognise the value of innovation to organisations, economies and society

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Tim Cakir

Description:

This course dives into hard-earned insights, frameworks, and systems from tech's top leaders and delivers a crash course in online growth that will give its participants a fully 21st century perspective on how to optimize the world of online. From acquisition and retention to user psychology and habit formation, students will draw on real examples from category-defining companies in order to learn how to solve difficult growth problems and drive results.

Duration: 2 May – 17 June
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Noel Ortiz

Description: This module will look at the transformative impact that disruptive technologies have had on traditional business models, as well as the brand new digital business models that have emerged out of this digital revolution. For a company to launch or adapt/survive in the 21st century marketplace, a strong and innovative digital business strategy is essential. In this course, students will explore how strategies for existing or new businesses can incorporate digital change and transformational technologies to stay competitive in the marketplace. They will also consider the value that can be captured from these digital innovations, for example in terms of cost-cutting and performance enhancement. Students will focus on the importance of an integrated digital business strategy in terms of products, marketing and operations, and will explore how this strategy can be implemented, managed and communicated effectively.

 
Learning Outcomes:

• Demonstrate understanding of the impact that transformational technologies and digital business have had on business models and the marketplace.
• Identify the trends and technologies present in 21st Century digital businesses.
• Evaluate and compare different digital business strategies according to different business contexts, both in terms of the benefits and the risks.
• Recognise and define the value digital transformation can have for new and existing businesses.
• Demonstrate an understanding of what digital integration is, how it can be achieved, and its importance in today’s business environment.

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Willem van Rossem

Description: This module offers a truly practical perspective on the strategic aspects of hotel management, and on its importance to the successful operations of hotels. It covers the areas of Human Resources, Quality Management and Customer Service Management. The course highlights the importance of Human Resources to the development of successful hotels, covering the essential aspects from recruitment and selection to incentives and rewards. It also introduces strategies in hospitality Quality Management that elevate and measure the level of quality for both customers and employees. Students will learn how to implement the SERVQUAL model within a hospitality organization.

Learning Outcomes:

• Demonstrate understanding of the interplay among different aspects of management, leadership and organisational culture and apply this understanding to a hospitality organisation of your choice
• Critically evaluate strategic human resource management (SHRM) frameworks and concepts within the hospitality industry
• Critically examine the main arguments of best fit vs. best practice approaches to strategic human resources management
• Demonstrate an understanding of Total Quality Management and its application to specific hospitality contexts
• Analyse and evaluate approaches to measuring the performance of hotel facilities
• Evaluate the principles of contemporary hospitality design and capacity planning
• Demonstrate understanding of the importance of effective and efficient customer service management in the hospitality and tourism industry.

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Aida Muñoz

Description: This module looks at Revenue Management in the hospitality and tourism sector.
The management and knowledge of Revenue in hospitality is one of the main ways to improve and increase the income of a hotel, restaurant or any company in the tourism sector in general. In this subject students will learn and discuss the relationships between Revenue management tools and techniques, in order to understand the best way to design a Revenue Management Plan according to different scenarios influenced by internal and external factors, as well as the ways in which offer and demand works. Students will check the different models and channels of distribution, as well as the main tools used for the development of the activity of a Revenue Manager.

Learning Outcomes:

• Understand the concept of Revenue Management and its importance in the Tourism and Hospitality sector.
• Understand the key trends and factors that directly and indirectly affect the management of Revenue in a company.
• Understand the ways of Forecasting and important concepts such as Pick Up, RevPAR, Average Rate, TrevPAR, GOPPAR and NetRevPAR.
• Expand knowledge and be able to develop a Revenue Plan and know the platforms, tools and techniques required to cover the functions of a Revenue Manager.
  
  

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Friday from 18:30 to 21:30
Professor: Luca Dell’Oro

Description: Every brand is looking for engagement, but in seeking to facilitate that sustainable relationship between a brand and its customers, many marketers end up losing track of the basics and squandering the opportunity to really connect. This module provides strategies to approach engagement with a bird’s-eye view of the principal stakeholders in the customer journey.

Learning Outcomes:

• Discuss and evaluate the importance of CRM and customer profiling to help businesses grow
• Discuss and critically appraise both best practices and potential risks of CRM system use, with reference to a specific context of your choice
• Describe the behaviours required to create positive outcomes for your customers
• Identify customer behaviour types and how these can be effectively accommodated

Duration: 29 November – 4 February
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Willem van Rossem

Description: MICE is a competitive arena. To be successful, your event needs to not only be different; it must appear different before it even takes place. It must also go smoothly, and this requires an ability to plan, market, finance, organise and execute the process seamlessly. This module helps students understand what it takes to organise and manage a large-scale event and discover the trends of the MICE industry.

Learning Outcomes:

• Demonstrate understanding of the multidisciplinary nature of managing events, including in terms of planning, marketing, finances, organisation and execution.
• Discuss best practices in MICE and analyse how to customise the exhibition experience for each generation in order to maximize participation and engagement.
• Describe the leading trends of the MICE industry and evaluate a company then propose how they can adjust their Communication Plan to fit these new challenges.

Duration: 29 November – 4 February
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Victoria Masters

Description: This module aims to introduce the critical success factors for effective verbal and nonverbal communication in the context of the workplace, both in terms of internal communication and external communication, including training students in public speaking. It looks at different negotiation and conflict resolution techniques and the various contexts they may be applied in. The course also develops students’ networking skills and expands their networking opportunities in the city of Barcelona, giving students the opportunity to put what they learn into practice.

 
Learning Outcomes:

• Identify and analyse the appropriate channels of communication according to specific audiences and objectives
• Demonstrate an applied understanding of the critical success factors for effective verbal and nonverbal communication in the context of public speaking
• Analyze and understand the key practical and theoretical concepts of managing and resolving conflicts
• Analytically and theoretically understand the types of conflict management styles
• Analyze and select negotiating strategies to favour your situation.
• Demonstrate an ability to plan negotiations strategically and comprehensively
• Identify different networking tools and strategies to expand networking opportunities
• Produce a Linkedin Profile with effective accomplishment-based job and skill statements

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Steve Mallon & Victoria Masters

Description: This module explores the cross-cultural issues that arise from working in international teams and how these can impact upon management. This will be done through the examination of cultural theories, concepts and models and their application to real business scenarios, taking into account different governance and institutional systems. Students also delve into the role a diversity and inclusion agenda can play in not only creating a fairer organisation, but also a more productive and successful one.

Learning Outcomes:

• Identify the key cultural theories and frameworks, as well as the ethical and social questions in cross-cultural management, and demonstrate how they can apply to cross-cultural management approaches and practices.
• Incorporate theories, concepts and models relevant to the global and cultural context of an international business issue or case.
• Effectively engage in cross-cultural management and negotiation exercises.
• Develop an understanding of what Diversity and Inclusion means in the business and workplace context and how it can be used to respond to cross-cultural management issues.
• Identify and evaluate the extent to which a diversity and inclusion agenda is being driven within international organisations, and based on this analysis produce a recommendation plan for how it can be taken further.

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Pau Pitarch

Description: This module helps us to discern the various industries and sectors that make up the tourism industry and its economic repercussions, understand how a successful public-private partnership is key for sustainable, effective and long-term tourism development. It makes the most of our location in a key centre of tourism, as we examine the key factors of the Barcelona business tourism model. We also explore new trends in tourism by taking the case of Barcelona as a model for new types of tourist offerings, and examine each of them, their attraction and positioning, and the conditions and circumstances which facilitate their success.

 
Learning Outcomes:

• Apply the results of your experiential case study practice to evaluate the economic and social impact of tourism on specific cities in Europe.
• Using the four blocks model, identify and evaluate the impact, efficacy and commercial potential of specific trends which are emerging in tourism sectors/businesses of your choice.

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Margreet van Egmond

Description: This module looks at branding and marketing in the tourism industry, with a particular focus on luxury brand management and destination management and marketing. The course will address the imaging and positioning of tourist destinations and common strategies of promotion. Students will examine the developments and challenges in managing luxury brands, what is at stake, and how the brand can be protected in an ever-changing section of the market. They will also explore and understand the concepts and theories relevant to destination management and marketing.

Learning Outcomes:

• Demonstrate an understanding of the creative and design environment within which luxury brands operate.
• Explain the role of tourism destination management and marketing at the international, national, regional and local scales.
• Apply the principles of tourism destination management and marketing to develop plans for a tourism destination
• Evaluate the significance of stakeholders in the tourism destination management and marketing process and develop plans that meet their needs.

Duration: 2 May – 17 June
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Marta Llibre Leiro

Description: This module covers the infrastructure for communication and the way in which it can be managed strategically, as well as the strategic role of PR in how an organisation’s message is built and communicated. It will focus on the defining of communication goals and how resources can be selected and applied to achieve these goals. Content strategies will be examined through case studies, and students will explore how other business functions come into play in an integrated communications strategy. The strategic role of PR in both the creation and management of organisational reputation and image will also be evaluated, and the course will pay particular attention to the impact of new media technologies on the world of spin, image and relationships.

 
Learning Outcomes:

• Demonstrate knowledge of the fundamental theories and best practices of strategic communication.
• Apply theoretical knowledge to produce a strategic communications plan for a company of your choice.
• Analyse the strategic role of PR in an organisation and evaluate how it can be measured.
• With reference to two brands of your choice, assess the role of PR in the relationship between brand and consumer and identify critical success factors.

Duration: 2 May – 17 June
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Sergi Mora

Description: This module examines the particular characteristics and frameworks of the tourism and hospitality business and evaluates the scope for innovation within them. We examine business models which generate consistent and successful value propositions, but also explore disruptive products and processes which can bring great success. This module helps us put to rest the expression “if it isn't broken, don't fix it”, by examining the customer journey in their interaction with real life products and brands in the hospitality and tourism sectors, and identifies where innovation can be made.

 
Learning Outcomes:

• Identify the role of innovative thinking and processes in the hospitality and tourism sectors
• Recognise the value of innovation to hospitality and tourism businesses
• Identify examples of innovative and attractive concepts that exist in the hospitality and tourism sectors which are clearly oriented to the local market of demand, and extract the critical success factors

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Gloria Queralt

Description: Managing a brand is a skill which most people automatically assume a marketer possesses, which does no justice to the complexity it represents. Marketing-driven companies need good brand management to create a trusted and recognised brand, generating equity for the organisation. But just how can this be done, and what are the factors involved? This module will take students through the brand creation and brand management process, demonstrating the mindset and tools they will need to launch, grow and maintain a successful brand.

Learning Outcomes:

• Demonstrate knowledge of the nature and processes of branding and brand management
• Evaluate the scope of brand management activity across the overall organisational context and analyse how it relates to other business areas
• Formulate and justify brand development decisions
• Critically evaluate developments in marketing theory and their value to specific brands; namely experiential marketing, emotional marketing, guerilla marketing and neuromarketing.

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Victoria Masters

Description: This module aims to introduce the critical success factors for effective verbal and nonverbal communication in the context of the workplace, both in terms of internal communication and external communication, including training students in public speaking. It looks at different negotiation and conflict resolution techniques and the various contexts they may be applied in. The course also develops students’ networking skills and expands their networking opportunities in the city of Barcelona, giving students the opportunity to put what they learn into practice.

 
Learning Outcomes:

• Identify and analyse the appropriate channels of communication according to specific audiences and objectives
• Demonstrate an applied understanding of the critical success factors for effective verbal and nonverbal communication in the context of public speaking
• Analyze and understand the key practical and theoretical concepts of managing and resolving conflicts
• Analytically and theoretically understand the types of conflict management styles
• Analyze and select negotiating strategies to favour your situation.
• Demonstrate an ability to plan negotiations strategically and comprehensively
• Identify different networking tools and strategies to expand networking opportunities
• Produce a Linkedin Profile with effective accomplishment-based job and skill statements

Duration: 29 November – 4 February
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Luca Dell’Oro

Description: This module will cover the areas of market research, consumer behaviour, formulating/implementing a marketing plan and distribution and commercial network. The course will help students to determine strategies for developing new products and services that are consistent with evolving market needs and also to evaluate the viability of marketing a product or service in a domestic or international market or markets. They will develop an understanding of how consumer behaviour can be applied to marketing by direction application of (and reference to) consumer behaviour theory in the formulation of a marketing plan. Students will explore the concepts necessary to formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria, and will then look at how to prepare and deliver a written marketing plan persuasively and accurately. Finally, students will develop an understanding of distribution channels and the commercial networks available, to ensure that the product is in the right place at the right time when consumers want to buy.

Learning Outcomes:

• Formulate a marketing plan including marketing objectives, marketing mix, strategies, budgetary considerations and evaluation criteria.
• Determine strategies for developing new products and services that are consistent with evolving market needs.
• Evaluate the viability of marketing a product or service in a domestic or international market or markets.
• Anticipate and project results of marketing activities using criteria related to budgeted sales, costs and profits.
• Prepare and deliver a written marketing plan persuasively and accurately.
• Apply best practice study in theories of distribution and commercial networks to select and evaluate the best approach for a product or service of your choice.
• Demonstrate how knowledge of consumer behaviour can be applied to marketing by direction application of (and reference to) consumer behaviour theory in the formulation of your marketing plan.

Duration: 30 November – 5 February
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Tim Cakir

Description:
This module will take students through the different digital marketing technologies available and how they can be used strategically to meet the long-term mission and goals of the company. Students will explore how organisations employ tools such as social media, email marketing, SEO/SEM, apps, automation etc. strategically to market their product/service.

 
Learning Outcomes:

• Demonstrate understanding of digital marketing as a concept, the core features of the various technologies available, and market strategy.
• Analyse and evaluate content options for a given digital marketing strategy; including timing, ROI and KPIs.
• Apply insights on current digital marketing trends to different digital marketing channel strategies.
• For the objectives of a given business case, develop a digital marketing strategy in which the appropriate digital marketing technologies are chosen and applied, and outline the implementation plan that will best achieve said objectives.
• Review and measure the success of your digital marketing strategy by analysing key performance indicators.

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Marta Llibre Leiro

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Carolina Lauzen

Description: Disruptive products or processes can bring great success, and Innovation is possible everywhere. This module helps us put to rest the expression “if it isn't broken, don't fix it”, by examining the customer journey in their interaction with real life products and brands, and identifying where innovation can be made. The course applies the design thinking methodology, asking students to take a systematic approach to creative problem-solving in the context of business context. This approach will be a practical exercise and can be applied to any product or service.

 
Learning Outcomes:

• Understand and apply the steps of design thinking methodology to a problem solving exercise of your choice
• Identify the relationship between innovation, design thinking and entrepreneurship
• Recognise the value of innovation to organisations, economies and society

Duration: 2 May – 17 June
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Antoine Delmas

Description: This module explores how a smartly-planned and well-managed events strategy can be a powerful way of communicating a company’s brand. Students will learn how to use events as a means of building awareness and buzz around a company or product/service, to increase sales and to generally generate more engagement with the brand. They will consider how and when a company uses strategies such as branded decorations, giveaways, tasters, branded competitions, brand ambassadors, surprise guests etc. to achieve these objectives. This course will examine what is required when running a branded events programme, looking at how to plan, market, finance, organise and execute the process seamlessly.

Learning Outcomes:

• Demonstrate understanding of the multidisciplinary nature of managing events, including in terms of planning, marketing, finances, organisation and execution.
• Evaluate and demonstrate knowledge of how and when to use different strategies in events designed to communicate a brand.
• Design a detailed plan for a hypothetical events programme aiming to communicate a brand of your choice.

Duration: 2 May – 17 June
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Tim Cakir

Description: This module will introduce students to Business Intelligence concepts and tools used to guide company decision-making and ultimately benefit the organisation. Students will examine Business Intelligence applications and technologies used to collect, store, analyze and share data which then informs management decisions. The course will explore the business value that BI holds, its challenges, barriers to using it and how it is used in today’s marketplace. It will look at BI’s specific application to the fields of performance management, marketing and Customer Relationship Management.

Learning Outcomes:

• Demonstrate understanding of the key principles, concepts, tools and technologies that underpin Business Intelligence and their impact on decision-making.
• Explain what a data warehouse is as a concept and the process of data warehousing, and its application in the organisational environment.
• Demonstrate understanding of the definitions, concepts, and enabling technologies of big data analytics.
• Consider the ethical and social implications of using Business Intelligence technologies in organizations.

Duration: 11 October –  26 November
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Elisenda Williams

Description: How can a company communicate effectively through Social Media? How can it reach its target and achieve its objectives? In this module the student will learn the different characteristics of every Network, their nature and different communication techniques. Through real examples and active exercises the student will effectively master advertisement and branding in Social Media. The overall objective of the module is to develop attitudes and skills to design and implement a winning Social Media Strategy for a real company. In addition, students will look at how Social Ads are used as a type of advertising which companies use to promote their products or services on different social networks, especially Facebook. Ensuring the right types of ads and developing optimal strategies can give us very good results.

Learning Outcomes:

• Understand what community management is
• Know the different social networks and platforms and analyze them
• Know how advertising works on social networks
• Create social media marketing strategies

Duration: 11 October –  26 November
Total hours: 18 teaching hours
Schedule: Friday from 18:30 to 21:30
Professor: Ausias Acarin

Description: In this SEO module you will receive a complete training on the basic concepts, techniques, strategies and tools needed to understand, analyse, optimise and plan web positioning strategies on search engines such as Google. This includes looking at how search engines rank results, site architecture, how to optimize site structure, links and content to increase the likelihood of ranking for relevant search queries.

Learning Outcomes:

• Understand all the elements that make up SEO
• Understand and carry out effective SEO on-page
• Know the penalties and possible errors of SEO

Duration: 29 November – 4 February
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Michael Jessen

Description: In this module we will enter the 'unknown' and specific world of mobile marketing. Mobile is a massive revolution, led by the success of apps. Students will understand the particularities of this specialty, in addition to the differences in relation to a more desktop related digital marketing. The areas of Apps, Programmatic MArketing and Mobile Advertising will be covered.

Learning Outcomes:

• The relevance and importance of mobile marketing and apps
• Know the different business models
• Get to know ASO (App Store Optimization)
• Learn how to perform user retention and metrics

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Geoffroy Staron

Description: In this module, students will explore Customer Relationship Management (CRM) tools and databases and learn how they are key to reaching both existing and potential customers, as they help to build a strong customer information database and strong customer relationships. Direct marketing has grown enormously thanks to digital age information and communication technologies such as email, and digital subscriptions allow companies to reach customers at scale without high costs, allowing them to leverage the power of data. This is what has led to the common integration of customer relation management and direct marketing functions. This course looks at the application of CRM, marketing automation and data in digital marketing as well as delving into email marketing.

Learning Outcomes:

• Understand the basics of CRM, marketing automation and data management
• Know different CRM tools
• Know different marketing automation softwares
• Understand the benefits of email marketing in a company
• Learn how to create email marketing campaigns

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Elisenda Williams

Description: From attracting leads to delighting the customers, in this module you will learn all the steps necessary to take your marketing plan to the next level. Inbound marketing is one of the most used techniques to get quality traffic on a website, in an organic way. This technique is designed to attract potential clients by offering content of interest oriented towards their needs and inquiries as consumers.

Learning Outcomes:

• Understand how inbound marketing helps us in our digital marketing strategy
• Learn how to attract quality traffic
• Create keyword strategies
• Learn how to convert users into leads
• Know the tools for inbound marketing

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30

Professor: Aarthi Rajaraman

This module gives students some insight into the vast world of sports media, looking at how media coverage of sport has evolved and the reality of today’s landscape. Students explore how digital has changed the game of sports communication, looking at journalism, broadcasting and production, audio and visual storytelling and social media. It also dedicates some time to specifically consider media law and ethics.

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Frank Hendrickx

This module introduces students to the current hot topics in the sports industry. The world is a fast-moving and rapidly-changing place, so how is the business of sport evolving and adapting itself to this global scenario? Students are asked to consider this question through the exploration of the industry’s most disruptive players, up-to-date developments and trending conversation points.

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Antoine Delmas

This module introduces the Lean Startup methodology and its tools, teaching students how it can be applied to build successful sports businesses. The course follows a fully hands-on, immersive approach, in which students work on a real case study - an existing startup in the sports industry - allowing them to understand specific areas of the sports industry and where/how to look for opportunities. Students will help the startup team to de-risk the business, minimize waste and focus on real customers in order to bring value and satisfy needs. This will be done through a series of weekly workshops in which students help to build a customer centric culture, launch a series of real prototypes and test them in the market.

Duration: 29 November – 4 February
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor: Jordi Cañellas

Sports marketing is a huge and diverse area of the sports business. This module takes students through its various sectors such as sports advertising, brand development, sponsorship, entertainment and community relations. It looks at the strategies, channels and tools used by the Sports Marketing world and analyses how they’re employed in different contexts to reach different objectives.

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: TBC

One of the most significant and talked-about areas in sport today is the place and impact of technology. Anyone who aspires to a career in sports must have a good knowledge and understanding of the new technologies that are disrupting the industry and in some cases turning it on its head. In this module, students are exposed to and consider things such as athlete performance technologies, stadium experience technologies, fan engagement technologies, big data and eSports.

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Frank Hendrickx

Understanding the key principles of financial management is key to the survival and success of any sports entity. This module is an opportunity for students to develop their general knowledge of finance and apply it to the sports sector, which will allow them to manage their finances effectively and gauge financial options they might one day have in front of them. Concepts such as budgeting, financial planning, entrepreneurial finance, pricing strategy and feasibility are introduced in this module.

Duration: 2 May – 17 June
Total hours: 18 teaching hours
Schedule: Wednesday from 18:30 to 21:30
Professor:  Jenna Pelkey

This module looks at four key areas: sports law and contracts, governance in sports, agents and intermediaries and intellectual property. The world’s major sports athletes, organisations and federations are constantly under the spotlight and this module looks at some real cases in order to understand how this side of the industry works and the role of different key stakeholders.

Duration: 2 May – 17 June
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Co-taught by Frank Hendrickx and Mireia Porta

Effectively managing high-performance athletes is a complex and multi-faceted task and process, particularly given that every athlete has their unique motivations and needs. This module gives a general overview of the key aspects of managing this such as coaching and performance, technical and tactical analysis, long-term planning, but it will focus more deeply on sports nutrition, injury management and sports psychology, taught by experts in these areas.

Duration: 11 October –  26 November
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Steve Mallon

Description: In this module, students investigate the structures and systems that underpin global governance and look closely at the world’s major international organisations. The course explores how these organisations – such as the United Nations and the World Bank – have grown and transformed since their formation, and also delves into the ever-expanding role of private institutions and authorities in the management of the global economy. Students will be asked to explore the historical beginnings of the current global governance structures and will be introduced to key global governance theories and concepts, in order to be able to analyse their role and relationship with key areas such as trade, finance, knowledge, business and the environment.

Learning Outcomes:

• Identify and understand the function and role of the key international organisations or institutions, actors and issues – both formal and informal – at the heart of current global governance.
• Demonstrate understanding of the historical roots and transformation of global governance structures and related international organisations.
• Examine and analyse the institutions, organisations, actors, processes and issues that make up the global governance of areas like health, business, finance, trade and the environment.
• Analyse and identify where global governance is currently failing in its role, or indeed how its “role” may need rethinking, and how its international organisations can be improved for global benefit.
  
  

Duration: 11 October – 26 November
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Jan Jonckheere

Description: This module introduces students to the main contemporary geopolitical trends and focuses on the major strategies developed by the grand powers of the international system, as well as the interplay among them and their consequences for international relations. It also aims to introduce students to modern macroeconomic analysis of economic fluctuations and growth by looking at fiscal, monetary, labour market, exchange rate and balance of payment and trade policy issues, as well as the impact of government policy on business.

Learning Outcomes:

• Demonstrate an understanding of context-specific macroeconomic policy and critically evaluate its effect on strategy formulation in an SME/MNC of your choice.
• Critically evaluate the interrelations between formal, practical and popular geopolitical ideas and practices
• Summarise, assess, explain and critically evaluate different geopolitical theories and arguments within a discursive, Op.ed assignment

Duration: 29 November – 4 February
Total hours: 18 teaching hours
Schedule: Monday from 18:30 to 21:30
Professor: Steve Mallon

Description:

This module aims to introduce students to modern macroeconomic analysis of economic fluctuations and growth by looking at fiscal, monetary, labour market, exchange rate and balance of payment and trade policy issues, as well as the impact of government policy on business. We develop an understanding of how businesses and organizations design and adapt their organisational strategy to gain competitive advantage. Having the best strategic plan in the world is for nothing if the implementation goes badly. In this module we look at the crucial steps including how to manage the organisational change which comes with strategy implementation.

Learning Outcomes:

• Demonstrate sound understanding of the critical components of strategy formulation
• Evaluate the strategic direction of an SME/MNC of your choice and critically appraise its appropriacy and efficacy
• Implement and justify a business strategy for an SME/MNC of your choice, supported by valid metrics
• Demonstrate an understanding of context-specific specific macroeconomic policy and critically evaluate its effect on strategy formulation in an SME/MNC of your choice. 

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Denis Boevskiy

Description: This module introduces students to financial management, looking at the company-wide impact of financial decision-making within the context of a for-profit organisation. Students will examine budget forecasting and detailed financial analysis for effective budget management. This module will demonstrate the building blocks of financial management that are essential knowledge for any corporate manager or business owner.

Learning Outcomes:

• Understand the goals and functions of financial management at the company-wide level.
• Produce an Operating Budget (Pro forma Income Statement) and a corresponding Cash flow Budget for the first year of a fictitious company.
• Demonstrate an understanding of all components of operational budgets by justifying each figure in the PFIS and contextualising key decisions with valid market research.
• Evaluate and define estimated but realistic income and costs based on the current market.
  
  

Duration: 7 March – 29 April
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Steve Mallon & Victoria Masters

Description: This module explores the cross-cultural issues that arise from working in international teams and how these can impact upon management. This will be done through the examination of cultural theories, concepts and models and their application to real business scenarios, taking into account different governance and institutional systems. Students also delve into the role a diversity and inclusion agenda can play in not only creating a fairer organisation, but also a more productive and successful one.

Learning Outcomes:

• Identify the key cultural theories and frameworks, as well as the ethical and social questions in cross-cultural management, and demonstrate how they can apply to cross-cultural management approaches and practices.
• Incorporate theories, concepts and models relevant to the global and cultural context of an international business issue or case.
• Effectively engage in cross-cultural management and negotiation exercises.
• Develop an understanding of what Diversity and Inclusion means in the business and workplace context and how it can be used to respond to cross-cultural management issues.
• Identify and evaluate the extent to which a diversity and inclusion agenda is being driven within international organisations, and based on this analysis produce a recommendation plan for how it can be taken further.
  
  

Duration:  2 May – 17 June
Total hours: 18 teaching hours
Schedule: Tuesday from 18:30 to 21:30
Professor: Marta Llibre Leiro

Description: This module covers the infrastructure for communication and the way in which it can be managed strategically, as well as the strategic role of PR in how an organisation’s message is built and communicated. It will focus on the defining of communication goals and how resources can be selected and applied to achieve these goals. Content strategies will be examined through case studies, and students will explore how other business functions come into play in an integrated communications strategy. The strategic role of PR in both the creation and management of organisational reputation and image will also be evaluated, and the course will pay particular attention to the impact of new media technologies on the world of spin, image and relationships.

 
Learning Outcomes:

• Demonstrate knowledge of the fundamental theories and best practices of strategic communication.
• Apply theoretical knowledge to produce a strategic communications plan for a company of your choice.
• Analyse the strategic role of PR in an organisation and evaluate how it can be measured.
• With reference to two brands of your choice, assess the role of PR in the relationship between brand and consumer and identify critical success factors.

Duration: 2 May – 17 June
Total hours: 18 teaching hours
Schedule: Thursday from 18:30 to 21:30
Professor: Albert Pallares Sole

Description: This module introduces students to the guiding principles of International Trade. It starts broad by examining the setting up, developing and managing of an efficient Export Department within the context of global trade agreements, and then zooms in to the essentials of Incoterms, payment terms and the contract of sale. We are all aware of the increasing interconnections in today's world, but to what extent are we equipped to deal with it? Students entering the business world will invariably come into contact with offshoring and outsourcing situations, which are some of the key drivers in today’s globalized world. This module helps to equip students on what is involved in handling such situations.

Learning Outcomes:

• Explain the business benefits of outsourcing and the three primary outsourcing options
• Describe the future trend of outsourcing, including multisourcing, and evaluate its impact on a global business of your choice.
• Identify the strategies and cases of export import business
• Explain the procedures and practices in export import case
• Analyze procedures and strategies in export import business.