esade

Digital Successful Careers (2235.YR.015811.1)

General information

Type:

 OPT

Curs:

 1

Period:

 S semester

ECTS Credits:

 3 ECTS

Teaching Staff:

Group Teacher Department Language
Year 1 Xavier Marlasca Roig Operaciones, Innovación y Data Sciences ENG

Prerequisites

Professor Xavier Marlasca & top Guest Speakers

"This elective has been REALLY INSPIRING for me and I really feel myself lucky for this learning opportunity"
"It was clearly one of the BEST ELECTIVES that I had"
"This course is the only one that gives you a contact with the REAL WORLD jobs and opportunities.
"The structure was very good, the content and resources were very interesting and proactive. The SPEAKERS were amazing and the instagram community too. The course was very useful in general.
"I loved the fact that it was not a typical magistral class because we had different lecturers making EACH SESSION DIFFERENT. This overall made the course very rich and interesting because we learnt about digitalization through different point of views and experiences.
"This course and its lecturers have certainly triggered our INTEREST into the digital world"
"AMAZING class, probably one of my favorites. I think that most of the speaker were amazing in sharing their DIVERSE expertise. The super-useful and very PRACTICAL examples are knowledge that I will take for the future.
"I really think that this elective was interesting, all the lecturers really seemed passionate and INSPIRATIONAL. I think that the structure was very clear, and the content was complete.

(students' quotes)

There are no pre-requisites

Previous Knowledge

There are no pre-requisites

Workload distribution

9 sessions of 3h
3 ECTS

COURSE CONTRIBUTION TO PROGRAM

This Elective Course aims to approach the Digital scope from two perspectives: learning from lecturers' Digital Successful Careers; and exploring how to start developing your own Digital Successful Career as an esade MSc student.

Course Learning Objectives

The Digital Successful Careers Course will raise the awareness to the MSc students to the Digital world professional opportunities and key advises.

Pedagogical objectives or Learning Outcomes:

1) Understanding of the Digital Big Picture:
- Identification of different digital profiles and mapping Digital career paths to start drafting their own.
- Development of key successful skills and preparation for the application process.
- Acquiring basic knowledge regarding the ambiguous "Digital" concept/sector.

2) Achieving a competitive advantage to stand out among other candidates during both their recruitment process and their first years in Digital roles:
- Boosting students' passing the interview possibilities thanks to an initial familiarization with Digital analytical techniques and frameworks.
- Preparing students with the basis of strategic thinking in a digitalized world that will allow them to differentiate themselves from their coworkers.
- Broaden students' horizons in terms of their overview knowledge of Digital expertise, know-how and key concepts.

CONTENT

1. Content

-Virtual Reality in class dynamics with VR Glasses
-Artificial Intelligence
-Machine Learning
-Real Case: Unilever Sales & Marketing
-Gamification
-Digital profiles
-Digital Consultancy
-The formula to become a Digital Successful Profile
-Real case: Omnichannel Customer Experience for telecommunications
-What is Digital? The 3 main pillars
-Digital Pricing techniques
-Startups ideation
-Ecommerce strategies
-Digital operations and logistics
-Real case: Conjoint Analysis for a coffee multinational supplier and retailer
-RFM Analytical framework
-Advanced Digital Segmentation
-CRM & Marketing Automation
-Real case: Customer Experience for a Catalan Football 1st division Club
-Metadvertising
-Digital Entrepreneurship & MVP Creation

The previous syllabus is intended to serve as an orientation. As the course progresses, however, the syllabus may be subject to change to adapt it to the group rhythm, speakers' availability and any other unforeseen circumstances.

At the end of each class, faculty will inform students about the plans for the following class and, if applicable, provide them with instructions to carry out the corresponding challenges.

2. Speakers Pool

You will meet 10 of the following amazing speakers in class!


- Schneider Electric: Global Digital Project Managers Coordinator
- Previously: Deloitte Digital, Experience Senior Consultant; P&G, Consumer & Market Knowledge


- Riverflex: Analytics Freelance Consultant
- Previously: Deloitte Digital Analytics Team Manager


- Beder, Founder
- Customer Development & Partnerships Director
- Previously: Marketing Websites Manager at CaixaBank


- FrieslandCampina, Digital Transformation Manager
- ISDI Master in Internet Business, Digital Strategy & Transformation
- Previously: Deloitte Digital, Senior Consultant 2; The Keen Folks, Digital Account Manager


- Le Creuset, Head of Digital & CRM Europe
- Previously: Ogilvy Barcelona, International & Digital Account Director; BeRepublic, E-Business Consultant


- ESADE Professor & Transsesrovires, Logistics Project Manager
- Previously: Camper, Ecommerce¿s Transport Manager
- ESADE alumni


- Grup Peralada (Casinos, Hotels, Resorts...), Marketing Director
- Previously: Deloitte Digital, Senior Consultant 2


- Cuyna (Startup), Head of Strategy & Data
- Previously: Glovo, Data Analyst II; McDonald's, Project Manager


- Autodesk: Product Manager, Revenue Data Science
- Previously: Deloitte Digital Analytics Team Manager


- Deloitte Digital, Manager of the Studio-Creative Team
- Previously: Digital Agencies, Content Team


- AI and Machine Learning expert
- Business Technology Analyst, Grifols
- ESADE alumni, President at oikos Barcelona & Vice-President at oikos International


- Senior Customer Success Manager at Zinklar
- SAAS, B2B and gamification expert
- Previously: Team Lead Digital Account Management ¿ Italy at Papernest


- EU Launch Account Executive at Amazon Ads
- Previously: Product Manager intern at Amazon; Brand Manager intern at Danone
- ESADE alumni; President at The E3 Initiative Association

And much more!

Methodology

In order to achieve the objectives of the course, a mix of the methodology based on the learning by assisting sessions and the learning by doing approach will be followed: theory delivery, active participation in class, network with lecturers, application of theory (in-class/homework exercises) and case discussion whenever possible.

Sessions will be aimed at delivering and nurturing insightful knowledge of Digital Big Picture areas, giving practical examples, and working together on them. Active participation in class will be fostered and appraised.

Pieces of advice:
It is important for students to have in mind when working on the activities proposed:
-Work in a weekly base on the movies, readings, challenges and your classes' notes to be ready to participate in every session.
-Send an email to the entire faculty team in CC whenever you present general doubts regarding the course or sessions.

Assessment criteria

Participation 10%
Pre-case 20%
Group work 30%
Exam 40%

FYI

-Attendance:

--Mandatory presential attendance. Participants will not be able to miss any session (excepting major causes justified by the professors, to whom students should directly address to obtain the exemption mail).
--A minimum class presential attendance of 7/9 sessions are required to opt to pass the course.
--Anyway, if you cannot come to class for a justified reason, please contact the professor with a minimum of 2 days in advance.

-Class participation:

--The quality of what is said and the quality of one's listening and responsiveness to others are important components for the evaluation of class participation.
(i) Random cold calls questions could be thrown
(ii) Should you be identified as having unprofessional behavior in one of the sessions, you will immediately fail the course and you will not be allowed to participate in the remaining sessions.

--Grading class participation is necessarily subjective. However, we try to make it as "objective as possible". Some of the criteria for evaluating effective class participation include:
(i) Is the participant prepared? Do comments show evidence of analysis of the case/challenge? Do comments add to our understanding of the situation? Does the participant go beyond simple/repetition of basic facts without analysis and conclusions? Do comments show an understanding of theories, concepts, and analytical devices presented in class lectures or reading materials?
(ii) Is the participant a good listener? Are the points made relevant to the discussion? Are they linked to the comments of others? Is the participant willing to interact with other class members?
(iii) Is the participant an effective communicator? Are concepts presented in a concise and convincing way?

Bibliography

Films:
-The Great Hack (2019).
-The Big Short (2015).
-The Social Dilemma (2020).
-The Truman Show (1998).
-Moneyball (2011).
-The Intern (2015).
-Transcendence (2014).
-The Matrix (1999).
-The Founder (2016).
-The Matrix Revolutions (2003).
-The Island (2005).
-San Junipero - Black Mirror(2016).
-Fifteen Million Merits - Black Mirror (2011).
-Nosedive - Black Mirror (2016).
-Bandersnatch - Black Mirror (2018).
-Click (2006).
-In Time (2011).

Readings (available in the moodle):
-2021 Global Marketing Trends
-2017 The Economist - The world's most valuable resource
-CMOs Guide - Covid Momentum
-Getting it Done in 2021

Timetable and sections

Group Teacher Department
Year 1 Xavier Marlasca Roig Operaciones, Innovación y Data Sciences

Timetable Year 1

From 2024/4/24 to 2024/6/19:
Each Wednesday from 11:30 to 13:00. (Except: 2024/5/1)
Each Wednesday from 13:15 to 14:45. (Except: 2024/5/1)

Wednesday 2024/6/26 from 11:30 to 14:45.