MASTER'S DEGREE IN BUSINESS ADMINISTRATION [MBA].

Company and strategy

• Identify ethical dilemmas from a humanistic perspective of business decision making.
• Perform a critical analysis of sustainable and responsible business proposals.
• Elaborate sustainable development plans based on analysis tools.
• Identify SDG development strategies.
• Identify the main tensions in the business value chain, performing a stakeholder analysis.
• To understand the keys to elaborate ethical codes for different business sectors.
• Understand the environment and trends to be able to predict the impact they will have on the different economic sectors and society in general.
• Diagnose and identify the problems and challenges faced by companies in today's VUCA, global and digital environment and with a large availability of data on which to base our decisions.
• To understand the economic dynamics that influence consumer or customer purchasing decisions in a world characterized by the intense influence of social networks.
• To develop strategic thinking that allows defining and implementing unique and differentiated strategies and business models, within the vision, mission, values and culture of the company, and that contribute social and economic value to society.
• Integrate sustainability programs as a key element of the business model, strategic planning and organization that proactively respond to society's demands and ethical challenges.

Growth and value generation in international markets

• The internationalization of the company: What, why and what for to internationalize?
• The evaluation of the company's export capacity: Can the company face an internationalization process?
• Pre-selection of foreign markets: Where and when do I market my portfolio of products and/or services?
• The analysis of target export markets: Why, which ones and how do I enter the target export markets?
• Establishment in target export markets: How do I market my portfolio of products and/or services in the markets where I am going to establish myself?

Innovation

• Innovation models:
  • Design Thiking
  • Lean Start Up
  • Agile
• Risks and failures in the implementation of innovation:
  • Organizational Barriers
  • Cultural Barriers
  • The People
• Assessment and selection of innovation methodologies.
• Practical application of innovation methodologies.
• The discipline of entrepreneurship.
• The structure of a business plan. The road to success.
• New strategic models of business creation.
• Agile tools for the development and management of a business project.
• Exponential disruption. Macro competitive trends and main implications for companies.
• Importance of innovation in the business model and potential barriers to the development and implementation of innovation in business models.
• Design of innovative business models:
  • Business model navigator (O. Gassman)
  • Business Model Canvas (Osterwalder and Pigneur)
  • The Long Tail

Corporate finance

• Management Information Systems. Financial Statements.
• Cash Flows.
• Analysis and diagnosis. Financial Ratios.
• Financial Cost Management.
• Risk Management and Growth.
• The three dimensions: financial, environmental and social.
• Management control, balanced scorecard and financial KPIs.
• Fundamentals of financial mathematics.
• Capital markets and financing structure/sources.
• Analysis of investment projects.
• Valuation of companies.

Marketing Management

• Relevant information sources and professionals.
• Macro-environment analysis (PESTEL)
• Competitive analysis and benchmarking tools.
• Definition of the target audience and appropriate positioning.
• Strategic market segmentation according to different criteria.
• Targeting strategies.
• Proposal and value creation.
• Creation of stimuli and attitudes.
• New competitive strategies.
• Objectives that will guide the operational implementation of the marketing plan.
• Products and Services Policy.
• Operational marketing planning through the traditional Marketing Mix and extensions to services, physical facilities and process management (7P) among others.
• Consumer-brand relationship, customer segmentation and loyalty programs.
• Customer management.
• Pricing methods and strategies in a digital and global environment.
• Integrated marketing communication to convey the value proposition to the market.
• Commercial distribution structure and distribution channel strategies, retail & trade marketing.
• Sales management, point of sales strategies, sales analysis and forecasting, sales plan.

Operations management

• Introduction to Operations, Supply Chain and value chain models.
• Technology and innovation in operations.
• Challenges in supply chain management.
• Control in the supply chain. Balanced scorecard.
• E-commerce.

Data analytics and new technologies

• Basic Fundamentals of Decision Making.
• Modeling and Decision Making.
• Application of Quantitative Techniques to Decision Making.
• Organizational information systems and their impact.
• The basis of the new information systems.
• Contribution of value over time.
• The application of Information Systems.
• Strategic management of IS. Balanced Scorecard.
• Trends in information systems.
• Cybersecurity, privacy and ethics.
• Technological change and its impact on company strategy and industry structure.
• Value generation in the data economy: ecosystems and platforms.
• Digital Transformation: Products, Services, Business Models and Customer Experience.
• Emerging technologies.
• Digital Transformation.

Economic models and systems

• The traditional economy.
• Economic markets.
• Macroeconomic indicators.
• Economic cycles and unemployment.
• Spanish and international economy.

Management skills I

• Organizational design.
• Organizational ecosystem.
• Organizational culture.
• Organizational climate and commitment.
• Change management.
• Argument structure. Strengths of an argument.
• Critical vs. creative thinking.
• Decision making.

Management skills II

• Conscious Leadership, to lead without pushing the autopilot.
• Emotional Intelligence, empathy as a key to lead and manage teams.
• Management styles and types of organization.
• Resilience and energy, leading requires positive energy to manage change and adversity.
• Development of people and teams.
• Persuasive Communication.
• Content in communication (From Storytelling to Brand Content).
• Social Influence.
• High impact presentations.
• Conflict management.
• Crisis and difficult situations.
• People Strategy and Employee Experience.
• Attraction and Detection of talent.

• Blockchain Technology
• Crypto-assets, where we would put the NFTs.
• Metaverse

Practical experience in the management of a company, based on the tools built and used throughout the program.

• Personal branding
• Labor dispute resolution
• Crisis management
• Negotiation

The work is a real business project, which is a challenge in which the student, in a cross-cutting manner, must demonstrate that the learning objectives have been met and all the competencies acquired during the program have been developed. Students must focus on a key area of their personal and professional interest to design, develop, implement and evaluate a business plan.