Curso Superior en Estrategia y Dirección

Global Leadership Skills (50h)
MAIN EDUCATIONAL AIMS:
The successful leader of the 21st century will have to master, align and balance
his professional and personal lives in a movement towards wholeness.
Wholeness meaning the balance between ourselves and our environment. This
course aims to explain the traits of the leader of the 21st century. Traits that will
lead us towards a better understanding of ourselves so that we become truly
leaders.
SYLLABUS
1. Trends for Global Leaders
Content
Powerpoint Presentation
Case
“ DAIMLERCHRYSLER: LESSONS IN POST- MERGER INTEGRATION”
Journal Article
“ CARLOS GHOSN: LEADER WITHOUT BORDERS”
2. Basic Management Skills: The fundamentals of success
Content
Powerpoint Presentation
Case
“ NAPOLEON BONAPARTE: VICTIM OF AN INFERIOR STRATEGY...?”
Journal article and discussion
“ ARE YOU PREPARED TO LEAD?”
3. Global Thinking
Content
Powerpoint Presentation
Case
“ KENTUCKY FRIED CHICKEN AND THE GLOBAL FAST-FOOD
INDUSTRY”
Journal Article
“ THE NEED FOR A CORPORATE GLOBAL MIND-SET”
4. Basic Management Skills: Leadership traits
Content
Powerpoint Presentation
Case
“ INTERNAL BRANDING AND HRM AT VIRGIN”
Journal article
“ WHEN SHOULD A LEADER APOLOGIZE: AND WHEN NOT?”
5. Trends in International Business
Content
Powerpoint Presentation
Case
“ ACTION AGAINST CLIMATE CHANGE: CAN EUROPE LEAD?”
Journal Article
“ ARE YOU PROMOTING CHANGE: OR HINDERING IT?”
6. Managing Culture
Content
Powerpoint Presentation
Case 1
“IKEA´ S INNOVATIVE HUMAN RESOURCE MANAGEMENT
PRACTICES AND WORK
CULTURE”
Case 2
“ BEING DIFFERENT: EXCHANGE STUDENT EXPERIENCES”
Journal Article
“ LINCOLN ELECTRIC´ S HARSH LESSONS FROM INTERNATIONAL
EXPANSION”
DIDACTIC TOOLS:
• Powerpoint Presentations
• Case Studies
• Journal Articles discussions
ASSESMENT CRITERIA:
• Class participation
• Research Project
• Cases
• Debates
RECOMMENDED BIBLIOGRAPHY:
• Lamberton, L. Minor-Evans, L. Human Relations, Strategies for Success,
Third Edition, McGraw – Hill.
• Harvard Business Review on Change. Harvard Business School Press.
• Hill, Charles W.L. International Business. Competing in the Global
Marketplace. Sixth Edition (International). McGraw – Hill.
• McShane, S. Von Glinow, M.A. Organizational Behavior. Third Edition
(International) McGraw – Hill.
INTERNACIONAL MARKETING STRATEGY.
MAIN EDUCATIONAL AIMS:
The main objective of this module is to help students to make questions and
use the right tools in order to answer those questions and make decisions
relative to:
- How to manage International Business?
- How to select countries?
- How to position the company globally?
- How to analyse market segments?
- How to decide on Global – Local Marketing mix?
SYLLABUS
1. Internacional Segmentation
Introduction
Presentación Power Point
Cases
- Designing Lego.com
- Chilean wines in the UK market
Articles and teaching notes
- Localizing in the Global Village
- Strategic choices for newly opened markets
- Key options in Market Selection and Product Planing
2. Global Positioning
Introduction
Presentación Powerpoint
Cases
- Grupo Elektra
- Toyota ´s “scion” (Guerrilla) brand in US
Articles and teaching notes
- The Globalization of Markets
- Take command of your growth
- Market Segmentation, target market and Positioning
3. Marketing decissions in the Internacional environment
Introduction
Presentación Powerpoint
Cases
- Diageo´s Global Strategy
- The Global Tyre Industry
- Harley Davidson
Articles and teaching notes
- The lure of Global Branding
- Customizing Global Marketing
DIDACTIC TOOLS:
• Powerpoint Presentations
• Case Studies
• Journal Articles discussions
ASSESMENT CRITERIA:
• Class participation
• Research Project
• Cases
• Debates
RECOMMENDED BIBLIOGRAPHY:
• Yip, George S. Globalización, Colombia. Grupo Editorial Norma. 1993.
• Kotler, Philip. Dirección de Marketing. España. Prentice Hall. 1994.
STRATEGIC INNOVATION MANAGEMENT
MAIN EDUCATIONAL AIMS:
Analyze the key innovation management concepts that every person with
decision making power within the enterprise will need to master. We will discuss
how these concepts interact and will develop strategic business models,
including customer perceived value, strategic planning, and managerial
innovations.
Identify what innovation means, and use such a concept in order for the
enterprise to maximize its assets. Innovation exists when we are capable to
offer our customers a more advanced product or service and this new feature, is
perceived by the client as value added to the product or service, which implies
that is willing to pay more for it. Perceived value is the key for innovation
management.
On the other hand, we must realize that competition among enterprises does
not develop at the product level, but rather at the business model level. This is
the reason why value innovation must be applied to the search of new
management developments for our business model.
SYLLABUS
1. Customer Value Analysis (CVA)
Introduction
Power Point on concepts
Cases
- CUSTOMER PROFITABILITY AND CUSTOMER
RELATIONSHIP MANAGEMENT AT RBC FINANCIAL
GROUP
Articles and teaching notes
- Set Value not Price
- How Much is your product really Worth?
2. Value Innovation
Introduction
Power point on concepts
Cases
- The evolution of the Circus Industry
Articles and teaching notes
- Value Innovation: The Strategic Logic of High Growth
- How to Recognize a Value Innovation for your Blue Ocean
Strategy
3. Disruptive Innovation
Introduction
Power point on concepts
Cases
- Steve Jobs: The disruptive innovator?
Articles and teaching notes
- Winning the Disruptive Innovation Game
- Foundations for Growth: How to identify and build Disruptive
New Businesses
4. Value Innovation using the Lead Users Methodology Process
Introduction
Power point on concepts
Case
- Innovation at 3M Corp (A)
Articles and teaching notes
- Understanding Users Needs
- Note on Lead User Research
DIDACTIC TOOLS:
• Powerpoint Presentations
• Case Studies
• Journal Articles discussions
ASSESMENT CRITERIA:
• Class participation
• Research Project
• Cases
• Debates
RECOMMENDED BIBLIOGRAPHY:
• Gale, Bradley T.. Managing Customer Value. Estados Unidos. The Free
Press. 1994
• W. Chan Kim y Maubergne, Renée. Blue Ocean Strategy. Estados
Unidos. Harvard Business School Press. 2005
• Christensen, Clayton C. y Raynor, Michael. The Innovator´s Solution.
Estados Unidos. Harvard Business School Press. 2003.
• Govindarajan, Vijay y Trimble, Chris. 10 Rules for Strategic Innovators.
Estados Unidos. Harvard Business School Press. 2005.
• Dias, Carlos. Strategic Value Innovation. Estados Unidos. Executive
Learning Systems. 2006.

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