Pompeu Fabra University

This course examines new trends in the marketing arena and their relevance in the global business economy. Topics include: globalization and international marketing; new marketing perspectives; innovation as a marketing tool; marketing and cross-cultural management; marketing in retail and multi-channel strategies; digital marketing; neuro-marketing; corporate social responsibility as a marketing strategy; segmentation, sociologic trends, and customer relationship management.

This course provides a study of the econometric tools used in microeconomics. It examines the analysis and use of qualitative data of independent variables and dependent variables. Topics include: discrete choice models; discrete choice models with three or more alternatives; models with limited dependent variables; sample selection models; models of public policy appraisal; count data models; models with panel data; duration models.

This courses examines the psychological and sociological dimensions that influence consumer behavior. It covers the various theories related to consumer behavior and looks at ways these theories are useful for strategy, brand positioning, and marketing communication decisions. Note: This course is designed for the ESCI-UPF International Business Study Abroad Program. It has a different unit value from the course offered in the ESCI degree program.

This course examines the city of Barcelona by focusing on its cultural history during the past two centuries. It combines the study of high or bourgeois culture with an analysis of popular, working-class, immigrant, and consumer culture. Finally, this course discusses contemporary issues facing the city today. It includes a number of on-site visits.

This course offers an introduction to the concept of Big Data and how to manage large volumes of data using machine learning. It applies Big Data to various areas including education, health, finance, and social media. This course also discusses the challenges of Big Data including data bias, transparency and accountability of the algorithms, the loss of privacy and the new ethical dilemmas these algorithms generate.

This course offers an introduction to transmedia narratives and the distinctive features of these kinds of stories. It discusses a series of examples of transmedia storytelling experiences to understand the logic behind this narrative strategy. During the workshop, students develop a transmedia narrative project working in small groups.

This course provides an interdisciplinary examination of the different political and socio-economical realities in the American continent and the cultural differences necessary to consider when conducting business in the various countries of North-, Central-, and South America. It covers local economics (prominent economic sectors, consumer expectations, and major multinational companies in the area), relevant economic barriers (trade laws and regulation, international and regional trade agreements and organizations), as well as managerial practices, including hands-on knowledge on constructive communication practices used in a cross-cultural context. Text: Hofstede, G., & Hofstede, G. J. (2005). Cultures and organizations: Software of the mind. NY: McGraw-Hill (ISBN0-07-143959-5)