Syllabus of the EMBA in English
The structure and duration of the Executive MBA ensures that the objectives and the detailed competencies are attained. The complexity of running a business requires extensive development of the different functional areas involved, along with the development of the management, communication and motivational skills to articulate the strategic vision of the company.
The Programme is divided into four stages, which provide knowledge and skills for the different departments of a company. The stages match the strategic business creation process: the design of the strategy, implementation, growth strategies and strategic monitoring and control.
This programme will guide the participant through the different departments of a company, learning about the responsibilities of each area, the key concepts needed to direct them, all without neglecting the general vision for the company.
Thanks to the Executive MBA, students will learn managerial skills within one year, and will also obtain the most current, practical and innovative business skills needed to lead a department or company.
Once the participant has been guided through all the departments of a company, the journey will end with the Final Project, which begins after completing the first third of the programme. It runs parallel to studying in the programme and is defended a month after completing the final module, in order for students to have a period of time dedicated to it. The Final Project will combine and use all the knowledge learned in a given situation (company, department, division, international activity or development of a new business project).
Global economic environment
The development of international businesses requires a great skill for analysing the main macro-economic forces (culture, politics, law and economics). The knowledge and skills to interpret how economic integration processes are evolving and the role of the government in the field of international business will enable managers to identify the main business challenges and opportunities at any given time.
This module covers the basic concepts and analytical techniques in relation to sustaining the competitive advantage of organisations. It deals with important classic and contemporary subjects such as industry analysis, the core competence of organisations, top management teams and corporate governance, scope of product and market decisions and analysis of the value chain. It also covers the design and structure of organisations and how environmental forces and internal power struggles affect them.
The financial diagnosis module aims to teach students about the financial statements of a company recognised by current accounting regulations, how to apply the techniques and tools used in financial diagnosis and how to interpret the meaning of the accounting information contained in financial statements. This will make students able to diagnose the situation of a company based on financial and economic analysis of assets, using the information provided by financial statements.
Principles of Marketing: from idea generation to Market
This subject focuses on the design and implementation of a successful combination of marketing variables to carry out the company strategy in its target markets. The concepts and theories underlying marketing decisions will be introduced in the course and students will be taught the basic principles of the marketing mix. Students will learn more about marketing management strategies, segmentation, targeting and positioning.
Strategic management and innovation
This is an advanced course in competitive strategy. Students will learn to evaluate the strategic situation the company is in and will cover topics including both the process and the content of competitive action and reaction, strategy models, brands as a source of competitive advantage, methods to compare competitive offers and strategies, decision trees, scenario analysis and competitive intelligence.
Corporate financial management
The goal is to teach students to make optimal investment and financing decisions. Topics include assessing financial results, asset valuation, capital budgeting, risk and return in the context of the capital assets valuation model, the capital structure theory, dividend policy, short-term financial planning and budgeting and long-term planning and financial projection.
Internationalisation strategies and global marketing
This subject focuses on the development and implementation of marketing strategies globally. Covered topics include internationalisation strategies and entry to foreign markets, analysis of market studies, consumer behaviour, the development of marketing programmes, product and service design for global and local markets, the choice of distribution channels, pricing products & services and portfolio management.
People and talent management
The purpose of this module is to develop managers and professionals who can contribute to the success of an organisation by aligning talent and human resources with the objectives and strategy of the organisation. In this regard, the module offers students an overview of critical issues, theories and practices in the field of Human Capital Management.
Operations and Supply Chain Management
This module offers a systematic approach to solving a wide range of problems in operations management and the supply chain, seen from the perspective of general management, rather than an operations specialist. It focuses on key concepts in the areas of operations management and information technology which have become central pillars of global operations. It also covers a sample of the key tools and techniques that prove to be extremely useful in supply chain management. The covered topics are equally relevant to the sectors of manufacturing and services.
Digital marketing strategies
In this module, participants will learn how digitalisation has revolutionized the interactions between companies and their customers / consumers. The digital ecosystem offers powerful tools to reach consumers along the sales pipeline: online graphic ads increase awareness, search listings reach consumers with purchase intention, e-commerce facilitates conversion and social media provides dynamism and contributes to customer loyalty. In this course, we will cover the what, why, and how of the current major approaches, including search engine optimization, website analysis, search and display ads, email marketing, social media, and listening/monitoring online.
Strategies for digital transformation
This is an integrating module covering all the strategic aspects of the administration of information technology in the company. Information and communication technologies play multiple roles within an organizational context: a) from a technological perspective, they define the information and communication infrastructure of the company and allow new ways of digitizing business processes; and b) from a managerial perspective, they facilitate a new coordination and communication within and between entities, allow new forms of organization, change the information environment underlying the business and allow new incentive structures. Successful digitization efforts must take into account both technological and managerial perspectives. Based on real cases, this module will study how the implementation of information technology changes the interactions and processes within organizations and with other stakeholders.
Data analysis for decision making
This module develops the necessary qualitative thinking and quantitative skills for the analysis of managerial data. The analysis of data and decision making under uncertainty explores the possibilities of using statistical data to create models that help management decision making. This course develops experience in a standard set of statistical and graphical techniques, which will be useful for analysing data related to the business. These techniques are widely applied in a number of management areas, including operations management, marketing, finance and economics. The module offers a different perspective of statistics as a methodology to face uncertainty.
This module is designed to develop global business leaders. The course covers the main topics of inter-cultural management that companies face when operating internationally. The content includes the current international environment, the effects of globalisation on company management, the cultural dimension of international management, and intercultural communication and leadership.
Management planning and control
This subject focuses on the importance of organising the information required in the company for making decisions. Good management planning and control are critical to support these decisions. The different information collected as a result of a company's activity must be organised and structured to make products profitable and for making decisions, for instance when choosing between buying or producing internally, marketing a particular product line or not, managing production capacity, etc.
Commercial direction and sales management
This topic covers the basics of commercial direction and sales management. Students will analyse the concept and content of commercial direction strategies, as well as sales organisation, planning and objectives. Covered topics include sales forecasts and quotas, territorial organisation, specific features of the sales force, training, motivation and remuneration of the sales force and sales management activities.
Investment valuation and portfolio management
This module introduces the concepts of risk and return, fixed and variable income, options and futures contracts. It evaluates all investment alternatives in relation to financial instruments and their risk profile. Students will analyse expected performance characteristics individually or in combination within a portfolio. Different investment strategies and valuation models will be used to understand the basic, practical principles of investment.
Money and capital markets
The aim of the subject is for students to have the capacity to demonstrate an understanding of the financial system, how it operates and its components; how to analyse the performance curve; the term structure of interest rates and interaction with the exchange rate; sources and types of financing for businesses in the short, medium and long term; the structure and operations of financial institutions and markets; the main types of risk and derivatives available to manage financial risk; and the structure, functions and role of supervision in financial markets.
DEVELOPING MANAGEMENT SKILLS
Leadership and change management
This module goes beyond a basic understanding of effective leadership and focuses on achieving high-impact leadership. Leadership in organisations focuses on the design of organisations and how managers can make organisations more effective, maximising the performance of its members. There is a focus on problems at organisation level, such as how an organisation should be designed, what strategy should be followed and how conflict and policies detrimental to the organisation can be managed. It teaches students how to analyse individual performance issues within complex organisations and how to manage changing processes.
Negotiation and conflict management
Students will learn about and use the main techniques of negotiation and conflict resolution in an international environment, to understand the steps of the intercultural negotiation process, as well as to be able to design strategies that can be applied in specific situations.
This module provides students with the tools required to fully understand the entrepreneurial process. This course focuses on recognising and looking for business opportunities, evaluating the feasibility of new projects and learning how to manage business growth.
Developing strategic plans
A complete, well developed business plan provides a company's key management framework and is an essential tool for any entrepreneur. The process of drawing up a business plan provides an in-depth view of the complex interdependence of the functional elements of a viable organisation: marketing, finance, management and leadership, and systems and operations.
Final Project (Business Plan and/or Business Game)
As the final Master's project, students will have the option to draw up a Business Plan
or take part in a Business Game
. If they choose the Business Plan
, they will have to draw up a business plan to put into practice the knowledge acquired throughout the programme. The plan can be drawn up regarding a new venture or a project in an existing company, requiring modifications and variations to add value and a differential advantage over what already exists. However, the ideal situation would be drawing up an idea for a business which could be implemented in the current market.
The Business Plan is written under the guidance of the academic department and in partial submissions, meaning that its progress can be monitored. The Business Plan is a group project which will be completed in teams, except in appropriately justified situations.
The Business Game
option involves taking part in a computer simulation game which also includes role play. The Business Game allows students to test their analytical skills and strategic thinking in competitive environments.
Immersed in a simulated scenario, students are part of the management board of a company and make all the decisions of different strategic business units:
- Production; Finance; Marketing and Human Resources.
It also allows them to learn about group and organisational processes and to understand the impact which all decisions of a strategic business unit (SBU) have on others.
The simulation focuses on identifying and analysing available profitability sources for the company and developing strategies to access and exploit such sources. In short, the simulation focuses on analysing the competitive advantage.
This area of support is designed to complement the content of the thematic blocks with mentoring and training to internalise the knowledge acquired.
The training and support is designed from a triple perspective:
- Technical assistance
- Personal support for the participant
- Group challenges needed for achieving set objectives.
Additionally, the progress made by participants in the development of resources and their potential for managing human resources will be measured, implementing improvement measures if necessary.
The Doing Business workshops cover specific aspects of how to do business in several regions worldwide. They will focus on the economic and cultural peculiarities of each society, their cultures and subcultures and their influence on trade relations. The workshops will also cover issues related to business protocols and etiquette, as well as discuss how to do business in those regions. Specific topics covered are regional trading blocs, the advantages and challenges of doing business in such countries, guidance for investors and entrepreneurs, case studies, etc.