Business Administration

Generative AI breakthroughs are reshaping industry structures, business models, and the nature of work. This course explores how organizations can craft, execute, and govern strategy amid rapid AI diffusion. Structured around seven thematic modules, the course integrates theoretical studies and practical case discussions (e.g., DeepSeek, NVIDIA CUDA), and practitioner talks.

The course examines how consumer insights inform marketing strategies and business decisions. Students explore consumer decision-making, branding, persuasion, loyalty, and digital marketing strategies used to influence consumer behavior and strengthen brand performance. 

This course delves into marketing principles tailored to sport's commercial growth, funding, and promotion. It covers craft marketing strategies, advertising campaigns, and sponsorship deals, enhancing promotional efforts across different tiers of sport organizations. 

This course aims to connect advertising creative design with global business practices, helping students build a knowledge system that integrates an international perspective, business thinking, and professional depth. Through systematic theoretical teaching and in-depth analysis of practical cases, the course deciphers the core logic of global brand building and advertising communication, laying a solid foundation for students to engage in the international communication industry or support the internationalization of local brands in the future.

The course examines strategic brand management through the study of leading Spanish and Barcelona-based brands and industries. Students explore brand equity, positioning, identity, reputation, corporate and place branding, and integrated communications, while analyzing how businesses and institutions use culture, innovation, and strategic communication to build competitive advantage in global markets. Case studies span tourism, fashion, technology, culture, entertainment, food, banking, and other major sectors.

The course develops the knowledge and skills needed to communicate effectively in multicultural workplaces and global business settings. Students explore intercultural communication strategies, cultural differences, and effective collaboration in international professional environments.

The course provides a group of undergraduate students across the university with the opportunity to work in a small cross-disciplinary team setting and solve a business problem presented by a live business client. The academic component of the course is comprised of a series of master classes delivered by academic experts and industry professionals. Under the supervision of the course convenor and the support of designated industry mentors, students will apply their theoretical knowledge in practice by working on innovative solutions that address the specified business issue from the live business client that is located in Australia or overseas. 

The course provides the foundations for advanced property investment analysis in professional practice. It develops essential quantitative skills for the property industry and introduces techniques for financial analysis using financial calculators and Excel. The course emphasizes an analytical approach to property valuation, covering key topics such as capitalization, the time value of money, and discounted cash flows. It examines property investment concepts, formulas, and calculations and develops basic data visualization skills using Excel tables, diagrams, and graphs.

The course explores principles and practices of innovation and entrepreneurship in business environments. Students learn how to identify opportunities, apply innovation methodologies, develop solutions to real-world challenges, and create business models through design thinking, market research, prototyping, and user validation. The course also examines corporate innovation, startup development, and strategies for managing and implementing organizational change.  

This course is to enable students to conduct in-depth analysis of listed companies' financial statements by integrating macroeconomic analysis and industry analysis, estimate their intrinsic value, and thereby provide support for investment decision-making in the securities market.