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Study Abroad Business & Management Programme

Presentation Semester programme for graduate students seeking a Study Abroad experience as part of a Masters or Post-Graduate programme (EQF 7) in the field of Business and Management.

Language : English Faculty: UAB, FUAB (Study Abroad) Location: UAB Casa Convalescència, Barcelona Dates 6/9/2021 to 17/12/2021 Places: 30 Fees: 130€ per ECTS credit Programme Elective courses

Advanced Digital Marketing for Managers (6 ECTS)

Business Ethics (6 ECTS)

Developing Creativity And Creative Cultures In Organisations (6 ECTS)

Intercultural Communication And Management (6 ECTS)

Managing Pricing Strategies (6 ECTS)

Managing Product And Brand Promotions: (6 ECTS)

Integrated Communications For Effective Marketing (6 ECTS)

Optional Spanish Language Introduction to Catalan

Certification On successful completion of programme students receive a UAB certificate that can be validated for credits at their home university.

Admission Requirements

Students on the Business and Management programme must meet the following requirements:

Be enrolled at a University or higher education insitution on a Masters or Post-Graduate programme (EQF 7)

Have a B2 level certificate (or equivalent) in English or be a native speaker Enrol for a minimum of 12ECTS and a máximum of 36 ECTS

Enrol for a minimum of 24 ECTS if a student visa is required

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Study Abroad Business & Management Programme ADVANCED DIGITAL MARKETING FOR MANAGERS

Course contact hours: 45 Recommended credits: 6 ECTS – 3 US credits Objectives Digital disruption is profoundly affecting all aspects of life and business. Fast advancements in internet and related technologies have created new ways in which consumers shop and interact with brands and companies. Today’s markets are increasingly fragmented into well informed, hard-to-reach consumer segments that are more socially connected than they ever have been and, “talk back” to companies. At the same time, today’s marketers have new possibilities to reach audiences, to build brands, and develop relationships with customers. In the light of these profound changes, this course is designed to help you build the toolbox needed by digital marketing professionals, entrepreneurs and managers seeking to understand how to use digital marketing technologies to promote and sell. During the course you will learn about strategic marketing in a digital world, marketing research for effective planning of online marketing strategies, online marketing metrics and data analytics. The course also includes modules that teach you how to plan, create and optimize digital assets and digital marketing campaigns for enhanced visibility (SEO) and improved conversions (CRO). E-commerce psychology and online customer behaviour along with online customer journey analytics and user experience design will provide you with the foundation for understanding the tools and methods employed to generate advanced consumer insights. Finally, you will also gain knowledge and hands-on expertise of contemporary social-mobile-local tools and tactics available to the digital marketer. This course is particularly relevant to students interested in the careers of marketing, advertising, (new) product or service and brand management. The intended audience is graduate students enrolled in business master’s programs with specializations in Marketing Management, Marketing Communications, Advertising, Sales Management, Digital Marketing, E-commerce, Innovation and Entrepreneurship, that are seeking specialization in the digital marketing field.

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Learning outcomes Upon the successful completion of this course, you will be able to:

1. Demonstrate understanding of why and how to use digital marketing as part of the company’s marketing strategy.

2. Understand the major tools of digital marketing (search engine and social media

marketing, email marketing and online advertising, mobile and local marketing and others).

3. Demonstrate familiarity with the latest digital technologies and understand how

these can be employed by marketers in developing successful campaigns in the digital world.

4. Understand online customer behaviour and the psychology of e-commerce, and

techniques to leverage customer experience in digital contexts. Develop skills in using contemporary methods and tools that help marketers to better segment and understand target audiences.

5. Analyse and critically evaluate a brand/company’s strategic use of digital

marketing tactics and channels.

6. Design and execute a comprehensive digital marketing strategy and plan.

7. Select the appropriate digital marketing tools for specific marketing objectives (e.g. branding, sales, customer acquisition, customer retention, etc.) and develop an approach to implement them.

8. Develop expertise in evaluating quantitatively and qualitatively the results of

deploying digital marketing tactics. Understand how to measure and evaluate digital marketing performance.

9. Get familiarized with some of today’s digital marketing tools (e.g. Google

Analytics, Moz, Buffer, Sprout Social, MailChimp, Hotjar, among others).

10. Effectively communicate and defend your recommendations and critically examine and build upon the feedback and recommendations received from the instructors, guest speakers and peers.

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Programme

Week Topics

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Digital Marketing Foundation What is Digital Marketing and its importance. Role of digital marketing in the business and brand strategy. Recent trends in digital marketing. Internet marketing technologies today and predictions for the future. Data-driven decision-making.

2 Understanding Customers Online customer behaviour. The psychology of e-commerce. The customer journey. Customer persona. Customer experience mapping. Conducting customer research.

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The Web Presence The user experience. Web development and design elements. Mobile channels and apps. E-commerce. Search engine optimization (SEO). Conversion rate optimization (CRO).

4 Online Advertising Search advertising (Search Engine Marketing – SEM). Online display ads. Advertising exchanges. Programmatic advertising. Payment methods for display advertising. Mobile advertising. Measuring results of online advertising. Retargeting.

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5 Social Media Marketing Social media advertising. Platforms: uses, ad formats, payment models and metrics (Facebook, Twitter, Instagram, Pinterest, LinkedIn, Snapchat). Social media strategy. Influencer marketing.

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7 First Assessment: Online Presence and Marketing Strategy Analysis Analysis Report due this week Team presentations, class discussion and feedback

8 Customer Relationship Management The CRM model. Customer touchpoints. Gathering customer data. Data analysis for marketing. CRM systems and tools.

9 Content Marketing Strategy Content marketing defined. Strategic building blocks for content marketing. Content categories and formats. Content creation. Copywriting considerations. Content channels and distribution. Content management platforms and other tools. Metrics.

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11 Direct Marketing Online Online direct marketing strategy and planning. Email marketing. Growing a database. Email design. Mobile marketing. Content creation for mobile marketing. Platforms and tools for online direct marketing. Metrics.

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Video Marketing Video marketing strategy. Video advertising. Video content. Video optimisation. Results measurement. Video virality. Video distribution platforms. Video content management tools.

14 Digital Marketing Strategy Project Final Plan Report due the 14th Week Team presentations, class discussion and feedback

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Approach Instructional strategy in this course includes a mixture of lectures, case study reviews,

discussions, guest speakers, company visits, in-class exercises and collaborative projects.

During lectures we discuss the main theoretical concepts. The case studies provide

further opportunities to expand on the understanding of theoretical concepts and how

they apply in real-world situations for specific companies, industries and markets. The

two projects give you the opportunity to: (1) rehearse and enhance your analytical and

critical thinking skills, (2) make marketing decisions such as setting strategy objectives,

selecting tactics and choosing digital media channels and, (3) practise creative thinking,

and strengthen your group-work and project management skills. In addition, guest

speakers and field trips will provide you with hands-on experience and real-life feedback

from practitioners. There is no exam in this class your final grade being determined by

your ability to understand the theoretical concepts presented through readings and

discussed during class sessions and, by your proven ability to apply these concepts to

real-life situations.

Assessment criteria Digital Marketing Consulting Group Project: 20%

Digital Marketing Strategy Project: 30%

Case studies and other assignments: 30%

Class participation: 20%

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Bibliography Required reading: Chaffey, D.; Ellis-Chadwick, F. (2019) Digital Marketing, 7th Edition, Pearson. Rangan, V.K.; Han, C. (2019) Gupta Media: Performance Marketing in the Digital Age, Case Study 520031-PDF-ENG, Harvard Business School Avery, J.; Dev, C.S.; O’Connor, P. (2017) Accor: Strengthening the Brand with Digital Marketing, Case Study 315138-PDF-ENG, Harvard Business School. Katona, Z.; Bell, B. (2017) Rocket Fuel: Measuring the Effectiveness of Online Advertising, Case Study B5894-PDF-ENG, UC Berkeley - Haas School of Business Kar, K.A.; Aswani, R. (2017) Tech Talk: Creating a Social Media Strategy, Case Study 9B17E009, Ivey Publishing. Singh, G.; Puri, S.; Roy, S.K. (2017) Pepperfry.com: Marketing to Manage Customer Experience, Case Study 9B17A034, Ivey Publishing. Recommended reading: Marchetti. K.J. (2020) The Result Obsession: ROI-Focused Digital Strategies to Transform your Marketing, Browker. Ammerman, W. (2019) The Invisible Brand: Marketing in the Age of Automation, Big Data, and Machine Learning, McGraw-Hill Education. Edwards, J. (2019) Copywriting Secrets: How Everyone Can Use The Power Of Words To Get More Clicks, Sales and Profits . . . No Matter What You Sell Or Who You Sell It To!, Author Academy Elite. Nahai, N. (2017) Webs of Influence: The Psychology of Online Persuasion, 2nd Edition, Pearson, FT Press. Krug, S. (2013) Don’t Make Me Think: A Common Sense Approach to Web and Mobile Usability, 3rd Edition, New Riders. Cialdini, R. (2006) Influence: The Psychology of Persuasion, Revised Edition, Harper Business.

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Study Abroad Business & Management Programme BUSINESS ETHICS

Course contact hours: 45 Recommended credits: 6 ECTS – 3 US credits Objectives As 86% of millennials consider it a main priority to work for a business that conducts itself ethically and responsibly* it is time for all corporate leaders to apply business ethics and corporate social responsibility as part of their management brief. An ethical approach not only to attract new employees but also to satisfy the growing demands from consumers and society in general for increased accountability and transparency. The aim of this course is to explore the importance of values, ethics and social responsibility when formulating strategies and making key business decisions, involving different stakeholders, from customers and suppliers to employees and communities. Students are encouraged to develop critical thinking skills and enhance their own ethical awareness and sensitivity. Leading companies from around the world that have already taken up this challenge will be studied as examples of how to successfully approach complex ethical decision-making using clear frameworks, tools and knowledge of the global business context.

*Source: Bentley University Learning outcomes

1. Define and explain the theoretical basis of business ethics. 2. Recognize, analyse, and decide ethical issues in business. 3. Develop critical learning skills (i.e., skills in presenting and evaluating ethical

arguments). 4. Learn how to promote ethical behaviour in organizations. 5. Analyse how the concept of Corporate Social Responsibility is an integral part of

company strategy. 6. Understand the consequences of bad practices in today's business world. 7. Provide evidence that ethical value systems support the business performance of a

company and positively influence its bottom line.

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Programme Module 1: Understanding business ethics

What are “business ethics”? The role of business in society. The evolution of business ethics. Principles of ethical decision-making: classical moral theory and the most up- to-date contemporary business ethics thinking. Defining principles and values. Corporate Social Responsibility (CSR): -The Economic Dimension -The Legal Dimension -The Ethical Dimension -The Philanthropic Dimension Assessing benefits and risks. The positive impact of ethics on business. Global Ethics - looking beyond borders: cultural relativism.

Module 2: Recognizing ethical issues Identifying an ethical issue Ethics in the workplace: - Handling conflicts of interest - Information Ethics: Technology and privacy; protecting private data Social media Ethics, Diversity, and Inclusion Managing diversity: avoiding discrimination -Dealing with dishonesty Lies and fraud -Abusive behaviour Bullying Sexual harassment -Work / Life Balance Selling ethically: Ethics in Marketing, Sales & Advertising Environmental Ethics Ethics in Financial Management

Module 3. Implementing an ethics programme Setting the context Setting an ethical code Leading ethically Monitoring the programme Training in ethics Caring for employees Managing ethical crises

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Module 4. Beyond the organization Following standards Defining the role of stakeholders Accounting for your actions -The Triple Bottom Line Checking the supply chain Investing ethically Celebrating best practices Approach This course combines a theoretical grounding and educational techniques and technologies with the knowledge and skills of professors, invited experts and students from different backgrounds in a unique international context. The programme includes lectures, case studies, discussions, field trips and group projects. Participation is valued through collaboration, presentations and activities in which students collaborate to research and present practical issues, case studies and a final project. Assessment Case Studies: 30% Midterm/Final exams: 40% Final project: 10% Class participation: 20%

Bibliography Required reading: Ferrell, O.C, Fraedrich, J. and Ferrell, L. (2019) Business Ethics: ethical decision making and

cases. Cengage International

Freeman, R. E. (2001). Strategic management: A stakeholder approach. Cambridge

Heath, J., et al (2010). Business ethics and (or as) political philosophy. Business Ethics

Quatrly. Vol 20, Issue 3. Pp 427-452

Jennings, M. (2018) Business Ethics: case studies and selected readings. Cengage International

Lawrence, T. & Weber, J. (2010) Business & Society:Stakeholders, Ethics, Public Policy. 6th

ed

Jennings, M. (2018) "Business Ethics: case studies and selected readings". Cengage

International

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Study Abroad Business & Management Programme DEVELOPING CREATIVITY AND CREATIVE CULTURES IN ORGANISATIONS

Course contact hours: 45 Recommended credits: 6 ECTS – 3 US credits Objectives Albert Einstein, an undeniable creative genius, once said that we cannot solve our problems with the same thinking we used when we created them. The rapid and sudden changes we’re facing nowadays, caused by disruptive technologies and the unexpected (e.g. the COVID-19 pandemic, climate change, etc.), are creating ambiguous and complex problems at all levels of human life and activity, business included. The proliferation of artificial intelligence (AI) based technologies, is disrupting the workplace, leading to increased automation and robotisation in the workplace, and leaving more and more tasks that were once performed by humans in the “hands” of computer systems and robots. However, computers and robots are not (yet) prepared for imagination and creative thinking, aspects inherent to human nature and intelligence.

Creative thinking skills are among the top ten skills in demand from job applicants in many professional fields and industries and such demand is expected to grow even more in the future. Business professionals and managers at all levels must increasingly demonstrate creative thinking skills to produce original and feasible solutions. At the same time, leaders are increasingly expected to show the ability to develop, instil and nurture creative organizational cultures as a fundamental source of future competitive advantages.

Developing Creativity and Creative Cultures in Organizations introduces you to the modern practices of creative thinking, ideation, and innovation in all areas of the business and professional environments. It is well suited for business graduate students (e.g. general management, human resource management, marketing, advertising, entrepreneurship) but also advisable for graduate students from other fields such as education, software, industrial and, civil engineering, industrial design, web development, etc. Simply put, if you are seeking to expand your knowledge about innovation and, to develop skills in creative thinking, creative problem-solving and collaborative creativity, this course is an excellent choice.

During the course you will learn techniques for enhancing the originality and flexibility of your thinking and you will explore approaches used by managers and organizations to create and sustain high levels of innovation. The course uses practical hands-on activities and collaborative projects to stimulate creativity and help develop new ways of thinking.

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Learning outcomes Upon successful completion of this course, you should be able to:

1. View yourself as a creative personality. 2. Unlock your creative potential, express, nurture and demonstrate it. 3. Understand that creativity is a process that requires constant, active practice. 4. Critique common misconceptions about creativity. 5. Define and reconstruct problems, and apply research-based problem-solving strategies

to generate effective solutions or alternative approaches. 6. Generate novel and useful ideas about a specific problem using tools and methods

learned in the course. 7. Develop creative projects that provide innovative solutions to complex problems. 8. Demonstrate understanding of the creative processes that lead organizations to

develop innovative and useful products. 9. Understand the impact of organizational culture on its creativity and innovativeness. 10. Enhance your collaborative and team creativity skills as you work with your to solve

problems using different creative thinking methods and tools.

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Programme

Week Topics

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Introduction What is creativity? Concepts and definitions. Creativity myths. Creativity and genius. Creative confidence. Creative types. Linkage between creativity and innovation. Innovation types.

2 Macro-level creativity The creative economy. Features. Measuring creative economy. Creative class, creative city, creative industries. Policies supporting creative industries.

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Individual-level creativity Where ideas come from? Inventors and innovators. Divergent, convergent, and reflective thinking. Assessing individual creativity. Creativity tests. Education and creativity. Creativity training.

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Concepts of Creativity Neuroscientific conceptions. Behaviourist and Freudian conceptions of creativity. Rationalist conceptions. Romanticist conceptions. Conceptions of the artist. Creativity and play.

4 Creative thinking training workshops Series of seminars in which participants learn about and practise various creative thinking techniques including: Brainstorming and brainwriting. Recycling: borrowing and modifying ideas. Six Thinking Hats. Mind mapping. Webbing and Storyboarding. Ideatoons. Da Vinci’s Technique. Dali’s technique. Cherry split. Think bubbles. Tug of war. Hall of Fame. Circle of opportunity. The Great Transpacific Airlines. Lotus blossom. Synectics. The Idea Box. The Idea Grid. Future fruit. Brutethink. Morphological analysis. Method of focal objects.

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8 Problem Challenge Project (Round 1) Group presentations, class discussion and feedback

9 Applied creativity Designing new products and services. SCAMPER. Systematic Inventive Thinking. Designing innovations. New service design. Design Thinking. Experimentation. Prototyping.

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11 The business of creativity Creative processes. Evaluating creative solutions and making decisions. Implementation planning. Selling new ideas. New product development.

12 Creativity and the organization Creativity and corporate culture. Assessing organizational climate. Time pressure and creativity. Idea management structures. Creative leadership. Leadership styles for creativity and innovation. Creativity in groups. Handling conflicts in groups. 13

Problem Challenge Project (Round 2) Team presentations, class discussion and feedback.

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Approach This course is an active, experiential learning course with input from a variety of sources and instructors from a range of disciplines. The instructional strategy includes a mixture of lectures, readings, cases reviews, class discussions, collaborative creation workshops and projects, all designed to foster creativity. Assessment criteria In-class work, cases, exercises: 40% Final presentation: 40% Class participation: 20% Bibliography Required reading: Puccio, G.J.; Mance, M.; Barbero Switalsky, L.; Reali, P. (2013) Creativity Rising: Creative Thinking and Creative Problem Solving in the 21st Century, ICSC Press. Christensen, C.; Dyer, J.; Gergersen, H. (2011) The Innovator's DNA: Mastering the Five Skills of Disruptive Innovators, Harvard Business School Press. Rahrovani, Y.; Kyrushina, E. (2019) Avatar: Product Development in Creative Industries, Case Study 9B19M130, Ivey Publishing. Buell, R.W.; Otazo, A. (2014) IDEO: Human-Centered Service Design, Case Study 615022-PDF-ENG, Harvard Business School. Bernstein, E.S.; Gino, F.; Staats, B.R. (2014) Opening the Valve: From Software to Hardware (A), Case Study 415015-PDF-ENG, Harvard Business School. O’Connor, N.; Yu, A.; Moi, M. (2011) PremiumSoft: Managing Creative People, Case Study HKU937-PDF-ENG, Hong Kong University. Recommended reading: Couch, J.S. (2020) The Art of Creative Rebellion: How to champion creativity, change culture and save your soul, Page Two. Griffiths, C.; Costi, M. (2019) The Creative Thinking Handbook: Your Step-by-Step Guide to Problem Solving in Business, Kogan Page. Rehn, A. (2019) Innovation for the Fatigued: How to Build a Culture of Deep Creativity, Kogan Page Inspire. Brand, W. (2017) Visual Thinking: Empowering People and Organizations Through Visual Collaboration, Laurence King Publishing. Kelley, T. (2016) The art of innovation: Lessons in Creativity from IDEO, America's Leading Design Firm, Profile Books.

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Boyd, D.; Goldberg, J. (2014) Inside the Box: A Proven System of Creativity for Breakthrough Results, Simon & Schuster. Amabile, T.; Kramer, S. (2011) The Progress Principle: Using Small Wins to Ignite Joy, Engagement, and Creativity at Work, Harvard Business Review PRess. Prather, C. (2009) The Manager's Guide to Fostering Innovation and Creativity in Teams, McGraw-Hill Education. Michalko, M. (2006) Thinkertoys: A Handbook for Creative Thinking Techniques, 2nd Edition, Ten Speed Press.

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Study Abroad Business & Management Programme INTERCULTURAL COMMUNICATION AND MANAGEMENT

Course contact hours: 45 Recommended credits: 6 ECTS – 3 US credits Objectives In our totally globalized and interconnected world, a professional from the US can work for a German company, report to an Indian boss, deal with clients from Latin America and lead a multi-cultural team spread around the world. Professionals must be ready to work with and embrace this tremendous cultural complexity. Companies also face this “intercultural challenge” so it is essential that they nurture people who possess intercultural competence and can work effectively in an environment with different cultural settings. To succeed, companies need to ensure their knowledge-sharing behaviour considers factors such as differences in language and culture in their international operations. The acquisition of a new company, the creation of a subsidiary in a foreign country or the hiring of a senior executive are examples of situations where good knowledge and management of intercultural issues can play a decisive role and be the difference between success and failure. This course explores the many aspects of the term multiculturalism and raises awareness of the importance of the “intercultural” impact on the way of doing business globally. This course also aims to make explicit the implicit cultural assumptions that we all carry and to develop the cross-cultural competence, knowledge, motivation, and behavioural skills that enable professionals to work effectively in the global business context. Learning outcomes

1. Understand the impact of cultures in the business context. 2. Be able to recognize and understand the most significant cultural differences

between regions and groups. 3. Know the main characteristics weaknesses of different cultural orientations. 4. Demonstrate a high degree of cultural intelligence and use intercultural

communication skills applicable to the real world of business. 5. Correctly interpret the behaviour, attitudes and communication styles of people

from different cultures. 6. Be able to work with a high degree of effectiveness in culturally diverse groups. 7. Develop leadership skills to manage diverse teams.

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Programme Week 1 Defining Cross Cultural Management

Week 2 Dimensions of Culture

Week 3 Communicating Across Cultures

Week 4 Culture and Marketing

Week 5 Negotiation Across Cultures

Week 6 Midterm exam

Week 7 Motivation and Leadership Across Cultures

Week 8 Cultural Dimensions of Human Resources Management

Week 9 Managing Global Teams

Week 10 Conflict Resolution, Culture and Communication

Week 11 Technology, Social Media and Intercultural Communication

Week 12 Final project presentations

Week 13 Final project presentations

Week 14 Final exam

Approach This course combines a theory and educational techniques and technologies with the knowledge and skills of professors, experts and students in a unique multicultural context. The programme includes lectures, discussions, field trips, practical awareness-raising activities, self-reflection and group projects. Participation is valued through collaboration, presentations and activities in which students work together in multicultural teams to research and present real case studies of international companies and to present a final project. Assessment Cases Studies: 30% Midterm/Final exam: 40% Final project: 10% Class participation: 20%

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Bibliography Required reading: Green, S. “The Would-Be Pioneer” , Harvard Business Review, April 2011. Pages 124-126. Ghemawat , P. “The Cosmopolitan Corporation” , Harvard Business Review, May 2011. Pages 92-99. Hampden-Turner, C. & Trompenaars, A. (1993) The 7 Cultures of Capitalism, Doubleday Business Lane, H., et al (2009). International Management Behavior: Leading with a Global Mindset. 6th ed Matherly, C. (n.d.) Effective marketing of international experiences to employers. Available online at http://www.aifsabroad.com/advisors/pdf/Impact_of_Education_AbroadI.pdf (pages 9-10) Schaetti, B.F., Ramsey, S.J. et G.G. Watanabe (2009). From Intercultural Knowledge to Intercultural Competence. In Moodian, M.A., Contemporary leadership and intercultural competence: Understanding and utilizing cultural diversity to build successful organizations. Thousand Oaks, CA: Sage Publications. Shobhana, M (2016). Cross-cultural Management – Concepts and Cases. Oxford University Press. 2nd ed Thomas, D. And Inkson, K. (2009). Cultural Intelligence: Living and Working Globally. Berrett-Koehler Publishers. 2nd ed “Competing Across Borders” The Economist Intelligence Unit 2012. http://www.economistinsights.com/sites/default/files/downloads/Competing%20across%20borders.pdf

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Study Abroad Business & Management Programme MANAGING PRODUCT AND BRAND PROMOTIONS:INTEGRATED COMMUNICATIONS FOR EFFECTIVE MARKETING

Course contact hours: 45 Recommended credits: 6 ECTS – 3 US credits Objectives

Business organizations design and implement promotional programmes to stimulate the demand for a company’s goods or services and keep customers loyal. Well-designed product and brand strategies create product and brand awareness, bring in more customers, build trust and generate repeat purchases, ensuring long-term success. Effective promotional campaigns require a careful alignment of promotional efforts with strategic marketing goals as well as with today’s increasingly fragmented audiences and ever-increasing media channel alternatives. This brings in the perspective of Integrated Marketing Communications (IMC), a complex orchestration of information transmitted coherently through complementary channels to target audiences, This concept is central to the course. Managing Product and Brand Promotions is an applied course which provides a complete immersion into the study and practice of promotion management within the IMC paradigm. During the course you will learn about the planning and implementation of demand stimulating promotion such as advertising, sales promotion, direct selling, and public relations, among others. You will also gain expertise in the areas of customer research, market analysis, the advertising industry, promotional planning and budgeting, product sales and measuring the effectiveness of promotional campaigns. This course is particularly relevant to students interested in the careers of marketing, advertising, (new) product or service and brand management. The intended audience is graduate students enrolled in business master’s programs with specializations in Marketing Management, Marketing Communications, Advertising, Sales Management, Digital Marketing, E-commerce, Innovation and Entrepreneurship, New Product Development/Management.

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Learning outcomes Upon the successful completion of this course you will be able to:

1. Critically appraise a company’s specific campaign including media strategy, target market selection and message content.

2. Design and implement an integrated marketing communications (IMC) program.

3. Determine the most effective promotional tools for a specific product or a brand.

4. Locate and evaluate relevant information needed to effectively design and plan promotional campaigns.

5. Identify and analyse the appropriate media channels for your promotional plan. 6. Select the best promotional alternatives and develop an approach to

implement those alternatives. 7. Understand contemporary issues and technological initiatives in promotional

management and their applications in business. 8. Analyse ethical dilemmas of marketing communications professionals. 9. Effectively communicate and defend your recommendations and critically

examine and build upon the recommendations of your peers. 10. Demonstrate project management skills as you work cooperatively with peers

on team projects.

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Programme Week Topics Readings

1 Introduction to IMC. IMC defined. The advertising industry structure. The IMC planning process

Juska, Chapter 1

2 IMC and Consumer Behaviour Market segmentation, positioning, target audience, audience profiles and the value proposition.

Juska, Chapter 5 Sarkar & Shah, 2014 – Marketing of a Bollywood Film: Ankur Arora Murder Case

3 Promotion Research Brand research and consumer insights. Categories of marketing research. Secondary information research. Primary insight research. B2B

Juska, Chapter 4

4 IMC Budgets and Objectives IMC funding sources. Budget calculation methods. IMC category allocation strategies. Budget changes and adjustments. Writing IMC objectives.

Juska, Chapter 3 & 12 Di Muro, 2019 – Five Guys: Developing a Promotional Strategy for the Future

4 Message Strategy Message processing. Positioning. Communication objectives. Creative idea. Pre-testing

Juska, Chapter 6

5 Executing the Creative Applying consumer insights. The brand brief. Selecting creative strategies. Presenting creative concepts. Synchronized brand messages.

Abril Barrie, 2020 – IKEA: Global Communication Strategy, Multimedia Case

6 Campaign Analysis Project Team presentations, class discussion and feedback

7 Media Planning Media concepts. Media categories. Media planning methods. Media metrics.

Juska, Chapter 7

8 Media planning Advertising campaigns: Print, TV, radio, and outdoor advertising.

Juska, Chapter 8 Eisenbeiss & Bleier, 2020 – VayCayNation: Driving Website Traffic Through Second-Screen Analytics

9 Media planning Digital media environments Websites, brand sites, social media, email marketing, streaming video, mobile applications

Juska, Chapter 2 Lyu et al. (2020) KÜB: Brand Marketing on New Media.

10 Sales Promotion Strategies Juska, Chapter 9 Purani & Jeesha (2017) Impex Kitchen Appliances: Evaluating the Reader’s Offer

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Week Topics Readings 11 Brand Visibility Strategies

Brand visibility defined. Brand visibility categories. Retail marketing environments.

Juska, Chapter 10 Sawhney & Goodman (2016) The Hunger Games: Cathcing Fire

12 Public Relations, Influencer Marketing and Corporate Promotions

Juska, Chapter 11

13 Brant Visibility Strategies Event Sponsorship, Product Placements and Corporate Promotions

Juska, Chapter 10 Anik & Miles (2017) From Heineken With Love: James Bond Product Promotion

14 The IMC Plan. Purpose and value. Responsibility for development. Plan outline and content.

Juska, Chapter 12

15 IMC Plan Project Team presentations, class discussion and feedback

Approach Learning in this course is designed to be experiential and collaborative. In addition to

class lectures you learn how to assess and evaluate the quality of promotional

communications through monitoring current brand programs, using social monitoring

tools, reviewing case studies, participating in team projects, collaborative exercises,

and interactive class discussions. You are also challenged to solve problems, apply

critical thinking, and use organizational, analytical, and creative thinking skills to design

and present an effective Integrated Marketing Communications Plan.

Assessment criteria Campaign Analysis Project: 20%

IMC Plan project: 30%

Case reviews and assignments: 30%

Class participation: 20%

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Bibliography Required readings:

Juska, J.M. (2018) Integrated Marketing Communication. Advertising and Promotion in a Digital World, 1st Edition, Routlege, Taylor and Francis.

Eisenbeiss, M.; Bleier, A. (2020) VaycayNation: Driving Website Traffic through Second-Screen Analytics, Case Study 9B20A027, Ivey Publishing, Richard Ivey School of Business Foundation.

Lyu, Y.; Li, L.; Han, S.; Lin, H.; Sun, J. (2020) KÜB: Brand Marketing on New Media, Case Study 9B20A051, Ivey Publishing, Richard Ivey School of Business Foundation.

Abril Barrie, C. (2018) IKEA: Global Communication Strategy. Multimedia Case. I0042E-HTM-ENG IE Business Publishing, Madrid.

Anik, L.; Miles, J. (2017) From Heineken with Love: James Bond Product Promotion, Case Study UVA-M-0952, Darden Business Publishing, University of Virginia.

Purani, K.; Jeesha, K. (2017) IMPEX Kitchen Appliances: Evaluating the “Reader’s Offer”, Case Study 9B17A010, Ivey Publishing, Richard Ivey School of Business Foundation.

Sawhney, M.; Goodman, P. (2016) The Hunger Games: Catching Fire: Using Digital and

Social Media for Brand Storytelling¸ Case Study 5-415-750. Northwestern Kellog School

of Business.

Recommended readings:

Smith, P.R.; Zook, Z. (2020) Marketing Communications: Integrating Online and Offline Customer Engagement and Digital Technologies, 7th Edition, Kogan Page.

Percy, L. (2018) Strategic Integrated Marketing Communications¸Routlege, Taylor and Francis.

Berger, J. (2016) Invisible Influence: The Hidden Forces that Shape Behavior, Simon&Schuster.

Berger, J. (2013) Contagious. Why Things Catch On, Simon&Schuster.

Ogden-Barnes, S.; Minahan, S. (2015) Sales Promotions Decision Making: Concepts, Principles and Practice, Business Expert Press, New York.

Lindstrom, M.; Underhill, P. (2010) Buyology: Truth and Lies About Why We Buy, Broadway Books, New York

Heath, C.; Heath, D. (2007) Made to Stick: Why Some Ideas Survive and Others Die, Random House.

Godin, S. (2005) The Purple Cow : Transform Your Business by Being Remarkable, Penguin Books

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Study Abroad Business & Management Programme MANAGING PRICING STRATEGIES

Course contact hours: 45 Recommended credits: 6 ECTS – 3 US credits Objectives Establishing the price of a product or service is one of the most important marketing decisions as it ultimately determines how much money a company can make. While the other instruments of marketing represent costs, pricing is the only element of the marketing mix that directly generates revenue. Pricing is also one of the most complex and least understood aspects of marketing. Pricing decisions are affected by economic, marketing, organizational, and psychological factors, and must be made within a prescribed legal framework. In today’s fast-paced business and market environments, organizations and marketing managers face numerous challenges in designing, implementing, and optimizing pricing strategies and tactics. Simplistic cost-based or rule-of-thumb pricing methods are simply not enough and need to be replaced with dynamic pricing instruments that consider perceived customer value, competitor options and company strategy and profit goals. Managing Pricing Strategies provides you with the knowledge and skills marketing managers need to make effective pricing decisions. You will learn about the pricing strategy framework, the relationship between value and costs, the psychology behind price perception and purchase decisions, and about price structures and pricing strategies and revenue models. The course is particularly relevant to graduate students pursuing careers in marketing, sales, and financial management and to those interested in launching new products and services. Students enrolled in business master’s programmes with specializations in Marketing Management, Marketing Communications, Sales Management, E-Commerce and Digital Marketing, Digital Business, International Marketing, Entrepreneurship, New Product Development/Introduction/Management, Engineering will find the content of this course relevant.

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Learning outcomes Upon the successful completion of this course you will be able to: 1. Understand the role of value, costs and competition on pricing decisions taken in different industry and market environments. 2. Identify strategic issues that should motivate pricing decisions and understand how prices should be adapted to reflect strategic issues. 3. Critically evaluate a company’s pricing strategy and tactics. 4. Understand the psychology behind customer price perception, price sensitivity and willingness to pay. 5. Make recommendations regarding why and how prices should change across different market segments, product lifecycle stages and competitive environments. 6. Become familiar with different pricing modalities in specific industries and market environments. 7. Communicate effectively and defend your recommendations and critically examine and build upon the recommendations received from your peers. 8. Demonstrate project management skills as you will work cooperatively with peers on team projects. Programme

Week Topics

1 Introduction to pricing Basic pricing frameworks. Financial analysis for pricing. Setting price levels.

2 Value analysis Value defined. The role of value in pricing strategies. Value estimation approaches. Value-based market segmentation.

3 Customer Response to Pricing The Psychology of Pricing. Perceptual challenges. Willingness to pay. Measurement of price sensitivity. Model of psychological pricing management. 4

5 Competitor Response to Pricing Competitive price pressures. Price changes. Price wars.

6 Price structures Price-offer configuration. Price fences. Price metrics. Bundling, unbundling, versioning, and subscriptions. Yield management.

7 Team presentations of pricing analysis

8 Pricing policy development Price segmentation. Price promotions. Discount management. Product lifecycle pricing.

9 Pricing modalities and policies in specific market environments Pricing utilities and commodities. Pricing for perishable goods. Pricing professional services. Pricing network services. Pricing in two-sided markets. Pricing for products with externalities. 10

11 Pricing Analytics Price optimization. Optimization methods. Price optimization technology.

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12 Pricing Innovations Auction pricing models. Flash sales. Deal sales. Dynamic yield management. Usage based insurance pricing. Voluntary pricing. Competing with free.

13 Managerial Concerns and Organizational Requirements Pricing processes. Elements of the pricing organization. Support system for the pricing function. Ethical and legal issues.

Final project presentations Team presentations, class discussion and feedback

Approach The learning strategy includes a mixture of lectures, case analysis and discussions, collaborative projects, and individual exercises. The lecture sessions are devoted to the presentation and discussion of theories, concepts, and analytical techniques relevant to pricing strategy and tactics. The case studies provide real life examples of pricing decision-making in business organizations in various countries, industries, and market environments. Through case studies you will expand your understanding of theoretical concepts and further enhance your critical and analytical thinking skills. The collaborative projects give you the opportunity to build hands-on expertise in designing and planning pricing strategies and tactics. Assessment criteria Pricing Phenomena Analysis Project: 20% Pricing Strategy Project: 30% Case reviews and exercises: 30% Class participation: 20%

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Bibliography

Required reading:

Nagle, T.T.; Müeller, G. (2017) The Strategy and Tactics of Pricing. A Guide to Growing More Profitably, 6th Edition, Routlege, Taylor and Francis.

Agnihotri, A.; Bhattacharya, S. (2020) Kanopy LLC: Growth Challenges of an Educational Video Streaming Company, Case Study 9B20A078, Ivey Publishing.

Schobel, K. (2019) Health Services Software, Case Study 9B19B001, Ivey Publishing.

Aradhna, A. (2018) Skudge Inc. (A): Exercises in Price Bundling, WDI Publishing, University of Michigan.

Cespedes, F.V; Fitzsimmons, R. (2016) Basecamp: Pricing, Case Study 817067-PDF-ENG, Harvard Business School.

Pandey, N.; Singh, G. (2016) Nestlé’s Maggi: Pricing and Repositioning a Recalled Product, Case Study 9B16A025, Ivey Publishing.

Steenburgh, T. (2016) Pricing the EpiPen: This is Going to Sting, Case Study UV7186-PDF-ENG, Darden School of Business, University of Virginia

Recommended reading:

Haugom, E. (2020) Essentials of Pricing Analytics: Tools and Implementation with Excel. Routlege, Taylor and Francis.

Husemann-Kopetzky, M. (2018) Handbook on the Psychology of Pricing: 100+ Effects on Persuasion and Influence Every Entrepreneur, Marketer and Pricing Manager Needs to Know, Amazon Digital Services, LLC.

Ramanujam, M.; Tacke, G. (2016) Monetizing Innovation: How Smart Companies Design the Product Around the Price, Wiley.

Özer, Ö.; Phillips, R.; Eds. (2014) The Oxford Handbook of Pricing Management¸ Oxford University Press.

Bouter, E-J. (2013) Pricing: The Third Business Skill: Principles of Price Management, 1st Edition, FirstPrice BV, The Nederlands.

Macdivitt, H.; Wilkinson, M. (2011) Value-Based Pricing: Drive Sales and Boost Your Bottom Line by Creating, Communicating and Capturing Customer Value, McGraw-Hill Education.

Baker, W.L.; Marn, M.V.; Zawada, C.C. (2010) The Price Advantage. 2nd Edition, Wiley

Finance.