GLOBAL BUSINESS SCHOOL BARCELONA

Transcription

1 GLOBAL BUSINESS SCHOOL BARCELONA SUMMER BUSINESS SCHOOL JULY 2014

2 Summer Business School in Innovation and Creative Management General Information: Duration: four weeks Period: July 14 August 1, 2014 Design: four individual courses/modules Language of instruction: English Certificate: All participants will get an international summer school certificate Schedule Innovative Marketing Communications Design Thinking Meets Brands Innovation and Creativity Management 16 hours July 14 July hours July 21 July hours July 28 August 1 Global Business School Barcelona invites students to experience the atmosphere of an international business school during the summer. Summer business school in innovation and creative management is a unique opportunity to learn about the latest trends in business management, to experience the life of an international student, to meet people from all over the world, and to get to know a new culture. All participates will receive an international certificate which will become an excellent addition to a CV and an advantage when applying to different universities around the world. The participants of the summer school can take all four courses/modules or to choose individual modules. Global Business School Barcelona fully assists an international student in the process: from providing advice on how to receive a visa to finding a suitable accommodation. Global Business School Barcelona Roger de Llúria 137, Barcelona [email protected]

3 Global Business School Barcelona Global Business School Barcelona is an educational organization created to challenge new economic circumstances and changing times. The institution has been found as a request to create a business school which would offer a completely new educational model based on the skills and capabilities needed in today s modern world. The business school has been ranked number one in Europe in the Guide to Sustainability Schools, it has been recognized as a Leader in Global Education by Newsweek Magazine in December 2012, it has been the only graduate school from Spain invited to participate in the International Ethics Case Competition in California, USA next to such Universities as Oxford, INSEAD, University of California, Irvine, etc, where its students became finalists and won the first place in the competition, thus achieving an international recognition of the quality of education provided at Global Business School Barcelona. Additionally, in November 2013 Global Business School Barcelona has been offered to become an official academic partner of European Commission during European Development Days, a premier forum on world politics and development. We have been again the only business school from Spain that has achieved this merit within other 20 best Universities from around the world. Global Business School Barcelona is recognized as one of the most innovative business schools in Europe where the curriculum reflects the current market demand and the only business school in Spain where regional studies are taught such as Doing Business in Africa, Doing Business in Latina America etc. The students body is fully international, representing more than 15 different nationalities. The school has strategic partners in the USA and the UK that guarantees flexible students and faculty Mobility. The research department at Global Business School Barcelona is constantly involved in business education research, which allows the design of the most innovative and practical business and executive education programs. The study prepared by the experts at Global Business School Barcelona that measures effectiveness of MBA programs at different business schools in Spain will be presented at the 8th International Conference: Research Work and Learning in June, 2013 in Scotland, UK. Global Business School Barcelona Roger de Llúria 137, Barcelona [email protected]

4 Why Barcelona? Barcelona as a destination is a very popular European city. Barcelona is that paradise on earth which young Europeans from northern countries choose as a starting point in a big life coming to the city for one or two years with the purpose of finding fun and having a good time, and elderly people from Germany, England and Netherlands choose as an ideal place to retire. Many must be familiar with the touristic advantages of the city as blogs and social networks are full of photos from tourists visiting Barcelona. But what does that special charm of the city consist of? What attracts the travelers from around the world making Barcelona one of the most popular cities in the world by the number of tourists per year? It can be understood and felt only by visiting Barcelona yourself, or even better by living in the city for a while. Barcelona, as a worldwide-known brand, became famous after the Olympics in As locals say, at that time the city turned its face to the sea before 1992 there were no beaches in Barcelona. Local authorities skilfully used the investment provided for the Olympics and developed a beautiful sea-front area with sandy beaches. Nowadays Barcelona is a unique city in Europe and in the world. It is not only a resort but also a business center where the offices of many international companies are concentrated, where innovation parks are being built, where young entrepreneurs like to start their business, and where hundreds of conferences and congresses take place every year. Without exaggerating one can say that there is everything needed for a comfortable life in Barcelona. The city has good infrastructure (the city is number one in the world in the level Global Business School Barcelona Roger de Llúria 137, Barcelona [email protected]

5 of city development), museums, theatres, parks, medical centers, international airports and an easy access to all main cities of Europe within two hours. Those who love art will enjoy the creations of an architect Gaudi and will be able to see the paintings of Dali and Picasso in the city museums. And those who are fond of football and are fans of the football club Barcelona will be presently surprised by meeting one of the famous football players in Barcelona. Apart from all these pleasures, the city streets are full of cozy cafes where it is so nice to stop, have a cup of coffee and forget that other cities exist Welcome to Barcelona! Global Business School Barcelona Roger de Llúria 137, Barcelona [email protected]

6 Program Description Module 1: Innovative Marketing Communications July 14 July 18 This course is designed to develop the students capacity to manage themselves in a new and complex digital environment. The focus of the course is on enabling students to be successful in this new age which requires us to constantly redefine our strategies. First, the students will learn the new vocabulary and concepts related to the innovative marketing tools. Then the students will learn how to use these tools and track the produced information. Finally, it will be explained how to create a complete Marketing and Communication plan by using all of the concepts taught in the course. Upon completion of the course students are expected to be able to: Become familiar with vocabulary, concepts and tools of the new communication age Understand the goals of each particular tool Gain practical experience with the tools and learn to use these new technologies Identify the most suitable tools for each situation Discover the opportunities given by the innovative marketing communications Create a coherent Marketing strategy (emphasizing Social Media) Create a Marketing and Communication plan Lecturer Jesus Oliver Ferrer The founder of Wow Time Media the agency of modern marketing technologies with such clients as Heineken, Sony, Grupo Husa, etc. Earlier, for nice years Jesus was the marketing director at Casio Spain the famous watch company. Jesus has an MSc in Strategic Marketing. Module 2: Design Thinking Meets Brands July 21 July 25 Design thinking, a philosophy that refers to applying design principles to business, encourages business leaders to explore solutions by imagining what could be, rather than what they know. The key tenet of design thinking is that all design starts with, and is built around solving a problem. Whether it is a business or social problem, a problem is still a problem. In the context of brand strategy, the customer s problem is also most definitely at the centre of the brand, and solving it is the only reason for a brand and business to exist. In the past two decades, the role of the brands evolved from being a product identifier to becoming companies strategic platforms for interacting with their customers, and in turn brands became a portfolio of meanings. Design can play an important role in creating consistency within the portfolio of meanings for a meaningful brand experience. This course provides knowledge to bring branding and design together to connect business and design thinking. As students begin to fully explore and understand the nature of problems through the eyes of customer (the person that has a problem) they begin to see fresh opportunities for solving them. Course Contents: Global Business School Barcelona Roger de Llúria 137, Barcelona [email protected]

7 Where do I start? Customer value creation and customer acquisition and retention processes. Essentials of branding how to build brands and manage their development and launch? What does balancing Push and Pull strategies mean? Role of design in brand development and go-to-market strategies introduction to design thinking and user experience. Brand design concept and brand positioning role of graphics. Design and customer experience consistency of brand positioning across geographies and products. Value creation and role of design in creation. Extracting Value from Design pricing. Design thinking, brands and business models how to align design and business strategies. Value of brands iconic roles of product configurations. Managing the design process aligning design with communications and distribution channels. Lecturer Gursel Ilipinar Gursel Ilipinar is a design driven global business professional with more than 20 years experience in design management, brand management, product and service innovation, telecom management, banking and insurance; international trade and business development. Gursel holds Masters in Marketing and Information Technology degree from Georgia State University of Atlanta, and visiting scholarship from Goiuzueta (Coca Cola) Business School, USA. He has a PhD in Design Management at ESADE Business School. Most of his 20-year professional career has been in international business field, namely, Export-Import bank of Turkey (Eximbank), State of Georgia Department of Trade, Industry and Tourism, United States Export Assistance Center, AT&T, ESADE and Istituto Europe di Design (IED). Module 3: Innovation and Creativity Management July 28 August 1 Rapid technological changes, the information revolution and increasing globalization of business activities have intensified competition among countries for export markers, capital, R&D, and skilled workers. The development of service, information and knowledge societies is a process that may be compared to the emergence of industrial society during the nineteenth century in terms of the social impact it has had. With the appearance of knowledge society comes innovation. Innovation is seen as a key strategy for companies to thrive and to sustain growth into the future. The new reality is that local firms must continually use creative strategies, innovate, adapt and create new products and services to compete beyond regional borders. By the end of the course, students should be able to: Understand the role of innovation in global economy and the process of innovation management. Learn how to transform a problem into an opportunity by using innovation management concepts. Learn how to get market information with the purpose of discovering customers needs and create value through innovation. Know the tools that are needed in order to implement creativity activities in the company and use them to develop new innovative products. Approach business situations with a very specific user/consumer-oriented focus and develop ideas with a revenue growth driver. Global Business School Barcelona Roger de Llúria 137, Barcelona [email protected]

8 Lecturer Javier Olivares Xavier Olivares, consultant and professor, expert in management and systematization of innovation, design thinking, and leadership. He has a strong experience as a Manager of Innovation in the area of design in different industries at international level, including being Head of Smart City Lab in Smart Barcelona - a consultancy firm devoted to increase the levels of efficiency in cities. He lectures on innovation, creativity, and new product development and has been a guest speaker at the Catalan Agency for Competitiveness - a state organization devoted to promote Catalan business worldwide. Engineering Design Graduate, he holds an MBA from EADA Business School and Master in Innovation through Design Thinking from ESADE Business School. Admission Requirements English language level at sufficient level to study, read and understand Summer School Tuition Fees 4 modules 1500 euro (375 euros per module) 3 modules 1250 euro (416 euros per module) 2 modules 900 euro (400 euros per module) 1 module 500 euro The tuition fees include weekly excursions around Barcelona: Architecture of Gaudi, the secrets of Sagrada Familia Cathedral Barcelona Treasure Hunt Culture and Art in Catalonia Students Residence at Marina Street Accommodation Address: C/ Sancho de Ávila, 22, 08018, Barcelona This student residence hall has both double and twin bed rooms for daily stays with a private bathroom and free internet. Each floor has a fully-equipped shared cooking lounge to cook, socialize with others, and relax. There is also a rooftop pool with a panoramic view of the entire city on the last floor of each building. There is a 24 hour front desk, a cafeteria for breakfast, lunch and dinner, and a laundry. Global Business School Barcelona Roger de Llúria 137, Barcelona [email protected]

9 Prices: Double Room 39 euros per night per person Twin Room 39 euros per night per person Triple Room 33 euros per night per person Double Room for single use 72 euros per night Twin/Triple rooms can be booked only when there is a group of students requesting them at the same time. Global Business School Barcelona Roger de Llúria 137, Barcelona [email protected]