This module delves into the strategic aspects of digital marketing with a particular focus on marketing research and the construction of a multichannel marketing strategy. This course equips students with the analytical tools and strategic frameworks necessary to understand market dynamics, consumer behaviour, and the integration of various digital channels into a cohesive marketing strategy. Students will explore methodologies for conducting robust marketing research and will learn how to leverage insights to design effective multichannel strategies that align with business objectives.
ESEI employs a project-based learning and assessment methodology across all modules taught in our master programmes. This innovative approach means students collaborate in groups to develop projects that demand creativity, teamwork, and problem-solving abilities.
The primary advantage of this method is that by the time students graduate, they will have compiled a portfolio of work. This portfolio will be directly relevant to their future roles, whether as employees or business owners, showcasing their hands-on experience and skills.
Project formats vary and are at the discretion of the instructor. Projects can take the form of case studies, written reports, videos, role-playing activities, podcasts, or any other medium that effectively communicates the students’ ideas. Teachers are responsible for creating project briefs and monitoring team progress with regular updates and check-ins.
Projects will be evaluated based on group and individual contributions, as well as the presentation and subsequent Q&A session, highlighting the importance of both collective and personal efforts in achieving project objectives.
A significant portion of the grade, 20%, is determined by students’ engagement and participation in class, reflecting the value placed on active involvement and contribution to the learning environment.
Albert Pallares Sole is a distinguished figure in the field of international trade and a cornerstone of the academic community at ESEI International Business School of Barcelona. With over 25 years of professional experience in the internationalization of small and medium-sized enterprises, Albert brings a wealth of knowledge and practical insights to his role as a consultant and educator. His deep expertise in the fashion sector, especially in positioning international luxury brands, marks him as a leading authority in the industry. Additionally, as a co-founder of La Miük, a skincare boutique company, Albert embodies the entrepreneurial spirit and innovation that he imparts to his students.
Albert serves as a professor at the University of Barcelona, where he specializes in international trade and business internationalization. His role is pivotal in shaping the minds of future leaders in the global business arena. Through his co-founding of La Miük, he also demonstrates the real-world application of the principles he teaches, bridging the gap between academia and industry.
Albert’s core expertise lies in the internationalization process of small and medium-sized enterprises, with a special focus on the fashion industry. His extensive experience in positioning international luxury brands provides students with insider knowledge on navigating the complexities of the global market. This unique blend of academic knowledge and practical experience in international trade and brand positioning is invaluable to those looking to excel in these fields.
Albert Pallares Sole specializes in teaching subjects related to international trade, business internationalization, and brand positioning in the luxury sector. His courses are designed to offer students a comprehensive understanding of the global business landscape, with a particular emphasis on the fashion industry. Through his teachings, Albert provides insights into the strategies and challenges of taking a brand global, offering students a practical perspective on achieving success in international markets.
Albert Pallares Sole’s impact on his students is profound, equipping them with the knowledge, skills, and mindset needed to succeed in the highly competitive world of international business. His dedication to fostering a deep understanding of international trade principles, combined with his firsthand experience in the luxury fashion sector, prepares students for the challenges and opportunities of global entrepreneurship. Albert’s role as an educator and mentor ensures that his students leave the University of Barcelona ready to make their mark on the international stage.
