Business Administration

The course analyzes the impact of digital transformation in changing the competitive landscape of several industries. Of particular interest of the course are: the disruptive nature of technological changes; the entrepreneurial ferment across industries; the interplay between incumbents and newcomers. The goal of the course is to: analyze digitalization as a context for the transformation of cultural organizations; discuss its implications for industry configuration, value appropriation, and offering configuration; compare inter-company and inter-industry competition. 

This course explores consumer behavior as a tool for business management and strategic and operational marketing. Topics include: the nature of consumer behavior; external influences on the consumer; analysis of the internal structures of the consumer; models of consumer behavior; legislative and institutional framework for the defense of consumer rights in Spain; application of consumer behavior to marketing strategies.

This course offers an introduction to marketing and the management of marketing processes. Topics include: micro-macro environment; consumer and B2B behavior; market research; management information systems in marketing; segmentation and positioning strategies; product and services; brand management and strategies; pricing strategies; distribution; media and communication strategies; marketing and new technologies.

This course offers an introduction to various international business disciplines including international management, international finance, international marketing, international accounting, international business operations, and international business law. It examines the vision and tools required to effectively manage the challenges that globalization, changing world markets, and cultural differences demand.

This is a practical advertising course covering the advertising theories and applications from both an agency's and an in-house marketing perspective. Topics include ethical issues in advertising, consumer audience, account planning and research, creative and message strategies, media planning, and design and production elements of print and TV advertisement. Real-world advertising strategies, techniques, and examples are applied and demonstrated throughout the course.

The course Technology Entrepreneurship offers a study of core entrepreneurial challenges of turning science into products and products into businesses. The course adopts a strongly entrepreneurial lens, meaning that the course looks at important technology commercialization activities through the eyes of a potential technology entrepreneur or investor. The course focuses on how science-based research and technological breakthroughs can be transformed into new business. The course discusses topics including the process of market opportunity identification and evaluation in the context of new technologies; the frontier of current knowledge when it comes to creating value from technological inventions and managing early-stage commercialization processes; and putting into practice the theoretical conceptualizations of the entrepreneurial opportunity identification and evaluation process.