Resolviendo un reto b-corp I: Cómo construir una marca con propósito (2235.YR.014928.1)

Datos generales

Tipo:	BAS	Curso:	2	Periodo:	S semestre
Créditos ECTS:	8 ECTS

Profesorado:

Grupo	Profesor	Departamento	Idioma
Year 2	Mònica Casabayó Bonás	Marketing	ENG

Today, chief marketing officers (CMOs) face several challenges. Taken together, and also impacted by the pandemic, they have created a new universe for the CMO that requires him or her to learn to:

1. Seek solutions that help their brands stay relevant and aligned with the needs, preferences, expectations and purposes of today's customers.
2. Know and successfully use the tools that help the CMO deliver value, consistent with their marketing strategy.
3. Measure the impact of their decisions from an economic, social and environmental point of view.

Marketing Strategy- STP
The Basics of Marketing Research

This is an 8 ECTS course. Throughout the duration of the course, students will learn through a combination of pedagogical tools such as lectures, presentations by professionals, case preparation, article analysis, and project preparation. Collectively, these activities represent approximately 200 hours of student workload. Active learning and making positive contributions are key requirements for achieving the quality standards set by the course.

This course provides the marketing and finance content necessary to achieve the corresponding learning objectives . In addition, this course connects with the "learn to innovate" track from the first and second years. Furthermore, it is consistent with the "learn to think" and "learn to learn" tracks.

After this course, "Solving a b-corp challenge I: How to build a brand with purpose and implement a successful Marketing Plan", students will have learned:
- Knowledge about the social values that coexist today and the most relevant consumer trends.
- How to create organizational awareness that guides the company and is integrated into the core of the brands value proposition.
- Knowledge about the different marketing tools that enable the successful execution of the marketing strategy.
- How to track marketing actions through the main KPIs.
- How to measure the economic and social impact of marketing decisions: the metrics of the triple bottom line approach.

In addition, students will learn about the B-corp movement and will be able to reflect on the role of marketing in addressing and bringing economic and social value to their customers and society at large.

1. The (new) Universe of the CMO

2. The pillars of the marketing strategy

3. From strategy to Execution: Delivering Value

4. When marketing meets finance

5. Project-Based Learning: Markstrat Simulator

6. Wrap up and Closing Session

The course will use a project-based approach, whereby students will receive the relevant concepts, tools and metrics they need to achieve the corresponding learning goals of the course. In this case, the team project will consist of Markstrat simulator. Students active involvement throughout it will be absolutely crucial to your achievement of the learning objectives.

To achieve the learning goals successfully, the course is built upon the following methodological blocks:

=> Awake: Students will will be able to meet a professional from a B-corp who have already experience the pros and cons of building a brand with purpose.
=> Basics and Tools: Students will learn how to desing, execute and measure the impact of a marketing plan. The different sessions of this block will involve a combination of lectures, in-class exercises, case discussions, best practices, real cases, presentations by executives..etc.

=> Project: Markstrat Simulator is a strategic marketing simulator that offers participants a platform for testing theories and implementing marketing decisions. Used in this program in conjunction with different methodologies, Markstrat is an extraordinarily effective tool for the consolidation of strategic concepts such as brand portfolio strategy, segmentation and positioning strategies, as well as the implementation of operational marketing. All this by replicating two key elements of the professional reality: competition between teams to achieve the best possible result, and teamwork to maximize effectiveness and efficiency in decision making.

Grupo	Profesor	Departamento
Year 2	Mònica Casabayó Bonás	Marketing