Course Descriptions

master in
management
Course Descriptions
Master in Management
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master in
management
Core Period
The Master in Management is divided into three terms, with the first two serving as the core period
and the third offering you the opportunity to choose from a variety of different specializations,
depending on the language of instruction and the initial intake of the overall program.
During the core period you will review management fundamentals and gain a deeper understanding of
the most up-to-date core management principles, which will be common to all students of your intake.
Most areas of management are studied using practical cases, which either deal with real or fictitious
problems that may arise in different company contexts, and are analyzed from global or national
perspectives.
The first term lasts approximately 3 months and focuses on general management to enable you,
regardless of your academic background, to attain the required knowledge to successfully pursue
the rest of your Master. During the second term, a more in-depth approach will be explored through
techniques of strategy implementation in multinational organizations, to provide students with the
necessary tools to adapt to an environment of constant change.
In addition, classes embedded in the Career Strategy Module, that will take place throughout the entire
core period, will train you in areas such as networking, interviewing, negotiation as well as resume and
cover letter writing, to determine and come closer to achieving your career goals before starting your
specialization period.
master in
management
Core Period Term I & II Courses
FINANCIAL ACCOUNTING
The objective of this course is for you to learn to read, understand, and analyze financial statements.
The course adopts a decision-maker perspective of accounting by emphasizing the relation between
accounting data and the underlying economic events that generated them. The course focuses on how to
record economic events in the accounting records and how to prepare and interpret the primary financial
statements that summarize a firm’s economic transactions.
MARKETING
People often define Marketing as advertising or sales – highly visible activities by which organizations try
to persuade consumers to buy products and services. However, marketing is much more than advertising
and sales. Rather, Marketing involves identifying consumer needs, and then satisfying these needs with the
right product, available through the best distribution channels, promoted in ways that motivate consumer
buying, and priced at the right level. These decisions comprise the “Marketing Mix,” which together with
rigorous and complete analysis of the environment, customers, and competitors, make up the key activities
of marketing management. The objective of this course is to introduce you to the concepts, analyses, and
activities that comprise marketing management.
Master in Management
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ORGANIZATIONAL BEHAVIOR
This course teaches the concepts that enable you to understand the workings of an organization and the
behavior of the groups and individuals within it. The course centers on issues like communication problems
in hierarchical organizations, the relation between superiors and subordinates, how to handle interpersonal
conflicts, power and influence, and resistance to change.
QUANTITATIVE METHODS
This course is an introduction to using statistics to solve business problems. You will learn to identify and
tackle business problems using quantitative tools and simulators. The course places special emphasis on
developing the skills and instincts needed to make good decisions and become a more effective manager.
You will develop an awareness of the implications of statistical information when it comes to making
informed decisions for any functional area within an organization.
FINANCIAL MARKETS
The underlying objective of this course is to provide you with an understanding of the basic theoretical
concepts required for financial decision making. The course begins by introducing students to forecasting
techniques based on financial statement and ratio analysis. After these initial sessions, the time value of
money concept is introduced and applied, along with several capital budgeting criteria, in order to optimize
real-asset investment decisions. Finally, the course explains how a firm’s cost of capital is calculated and
applied.
Master in Management
ECONOMIC ENVIRONMENT I & II
CAREER STRATEGY I & II
The economic environment provides many of the
critical parameters for companies doing business
in an increasingly integrated world. Economic
expansion or recession changes business
forecasts; market structures affect profitability;
fluctuating exchange rates have an impact on
costs, sales, risk perceptions and debt levels; and
the state of the national budget or interest-rate
decisions can color a company’s future.
The Career Strategy class offers a magnificent
opportunity for developing the skills and
leadership competencies that will help maximize
your “employability” and “market value”, given
that now is the time to take control of your
personal and professional development. Thanks
to the extensive experience of IE professors, the
Careers Management Center and the external
consultants who work with us, we aim to provide
the best possible support in the form of the most
efficient tools to negotiate the labor market after
completing your master program.
Economic Environment is a two-course program
that provides you with a framework to understand
the main economic variables that affect business
activity. You will learn about the basic concepts
underlying supply and demand, market structure,
and main economic indicators such as GDP,
inflation and unemployment. The second part
of the course will outline the operation of fiscal
and monetary policy and how and why policy
decisions are made, to give you the tools to
anticipate key policy decisions.
CREATIVE MANAGEMENT THINKING
The objective of this course is to teach you to
think critically and creatively by placing you in
an environment pervaded by the free exchange
of ideas. This will challenge your intellectual
development and will enable you to cast your
eyes to the outside world – beyond the immediate
environment. At the same time, you will develop
the flexibility to easily adapt to today’s fast
changing environment.
The Career Strategy classes also include sessions
on communication and negotiation.
MANAGEMENT ACCOUNTING
This course emphasizes the use of accounting
information for internal planning and control
purposes, as opposed to the external disclosure
focus of financial accounting. You will learn
alternative methods of preparing managerial
accounting information in the first part of
this course, while the remainder of the course
examines how these methods are used by
companies. Managerial accounting is a
company’s internal language, and is used for
decision-making, production management,
product design and pricing, performance
evaluation, and motivating employees.
ENTREPRENEURSHIP
This course places you in the position of the
entrepreneur, allowing you to learn to analyze
opportunities, evaluate startups and produce
complete business plans. You will learn about
potential sources of business ideas, about how to
apply management tools to fledgling companies,
explore the different sources of financing for new
on-line or off-line ventures, and analyze every
aspect of the problems encountered during the
process of implementing a business plan.
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COMPETITIVE STRATEGY
This course will challenge you to develop a thorough understanding of the internal and external factors that
shape a firm’s ability to create value, and familiarize you with tools to analyze industries, resources and
competitive interactions, both on the corporate and individual business level. The course strives to instill a
strategic mindset that will enable you to go beyond simply applying tools to deriving a deep understanding
of competitive behavior.
OPERATIONS AND SUPPLY CHAIN MANAGEMENT
As goods and services are produced and distributed, they move through a set of interrelated operations and
processes. The design of these operations for gaining a strategic advantage, investments in improving their
efficacy, and controlling these operations to meet performance objectives is the main goal of Operations
and Supply Chain Management.
Master in Management
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TECHNOLOGY & INFORMATION MANAGEMENT
This course focuses on enabling and transforming roles of IS in creating a long-term vision for the
organization in the digital economy. Covering areas like relationships with suppliers, public and private
clients; and how these relations are changing due to the effects of fast-developing new technologies.
This course cuts through the dotcom hype to analyze the real value created by IT systems, along with the
challenges to come in this new, increasingly competitive environment.
CORPORATE FINANCE
This course introduces you to the analysis of the financial structure of business organizations with the
aim to optimize this structure using different financial tools and selecting the most appropriate funding
methods (share issue, bond issue, external debt, etc.). The course ends with a comprehensive application
of all financial concepts in the context of firm valuation techniques, including other corporate finance issues
such as MBOs, LBOs and M&As.
The structure/courses may be altered depending on the faculty, market dynamics and company
demands.
master in
management
specializations
• International Business
• Digital Business
• Integrated Marketing Communications*
• Financial Management & Control
• Sales & Marketing
Feb
Feb
Sept
Intakes
Sept
Choose one among the variety of different specializations, depending on the language of
instruction and the intial intake chosen specializations offers vary.
SPECIALIZATION
International Business
Integrated Marketing Communications
Sales & Marketing
Digital Business
Financial Management & Control
English
Spanish
*Course descriptions for Integrated Marketing Communications will be available soon.
WHY STUDY THIS SPECIALIZATION?
Feb
Feb
Sept
Intakes
Sept
This specialization offers a deep vision in internationalization. We
shape experts in global business management and operations
providing the tools to succeed in the highly complex, diverse and
global environment.
SPECIALIZATION
International Business
English
Spanish
WHO ARE THE TOP EMPLOYERS OF OUR
INTERNATIONAL BUSINESS STUDENTS?
Master in Management
/ 13
WHAT WILL YOU LEARN?
Learn how to structure and manage international
companies
Leverage the trend for increased internationalization in order to identify new business opportunities in the global marketplace
Be aware of how to use technology and information systems as a competitive advantage
Acquire the necessary skills to develop and manage multinational projects
Nurture the skills needed to negotiate in multicultural environments
CEMEX, IMS Health, Indra, KPMG, Loewe, Roche
Farma, Roland Berger, Santander Global, Siemens,
Vodafone.
Understand how to approach human resource
management in a transnational and diverse environment
Develop the skills to analyze the political, economic, legal, and cultural aspects of the places where
you will be operating and their implications for
developing a successful enterprise
Gain insights into the financial risks and opportunities of doing business internationally
SPECIALIZATION IN INTERNATIONAL BUSINESS
COURSE DESCRIPTION:
MANAGEMENT & CONTROL SYSTEMS
CORPORATE STRATEGY
The objective of this course is to analyze the different
elements of management control in a company, examining
interrelations with corporate strategy and structure. This
involves a detailed analysis of the different centers of
responsibility, planning and implementation, and of the
treatment of information, teaching you to take informed
decisions that permit corrective action and ensure
objectives are met.
This course focuses on developing and
implementing corporate strategies. The aim of
the course is to equip you with a conceptual and
practical understanding of the strategic challenges
of multinational management. The course is
planned to address the formation of competitive
advantage in large organizations that extend across
national boundaries.
PROJECT MANAGEMENT
KNOWING THE MARKET AND THE CONSUMER
Today, more than ever before, you will need to successfully
meet and lead change, providing effective results for
your organization’s strategic objectives. These strategic
objectives are achieved through the completion of
hundreds of simultaneous and competing projects
designed to improve organizational performance under a
shortage of resources. It is within this scenario that you
as a young manager will have the opportunity to shine,
displaying skills and knowledge of project management
and implement them effectively and efficiently. This is
the main objective of this course: to provide you with
the knowledge and required skills to manage complex
projects in multicultural teams with geographically
dispersed participants and stakeholders.
An understanding of the market and the consumer
is a fundamental ingredient on which sales and
marketing decisions are based, significantly reducing
the risks of failure in the corporate world. It provides
managers a critical view of the necessities and
characteristics of a target audience, enabling a better
understanding, providing information on the lifestyle
and behavior that may alter and influence the act
of purchase. Understanding consumer behavior as
a decision maker and effectively acting upon it can
offer companies a competitive advantage against
the competition and a clear diagnosis in order to
implement effective strategies.
Master in Management
/ 15
MARKETING STRATEGY FOR DECISION MAKING
BUSINESS, GOVERNMENT, AND SOCIETY
The class centers around the use of a simulator,
which allows you to create your own marketing
strategy. It focuses on the key elements of
marketing: setting a marketing strategy under the
consideration of the available customer segments
and positioning alternatives. This simulator
is designed to help you develop a long-term
perspective and to emphasize the importance
of the positioning concept. It also covers the
management of an entire product portfolio, the
interpretation of professional market research and
advertising-related decisions.
This course focuses on the increasingly important
non-market environment of business - the
political, regulatory, social, and ecological context
in which contemporary global business operates.
The nonmarket environment poses significant
challenges to managers, while offering tremendous
opportunities for the development of competitive
advantage. You will learn to analyze political
environments, discern systematic differences in
the business environment across countries and
cultures, and formulate nonmarket strategies in a
global context. The course pays special attention
to ethical issue and engages important debates
over sustainable development and corporate social
responsibility.
COUNTRY ANALYSIS
ADVANCED FINANCE
In an increasingly interdependent world countries have
been following different economic and political strategies
in their search for increased welfare. These different
approaches have important implications for businesses,
both in a foreign country and when attempting to carry
out export-import activities. This course will analyze
different countries and regions in terms of their political
organization and their economic policies and will
relate these to business issues. You will gain a greater
understanding of the general environment in these
countries. The ultimate objective is to equip you with
a set of tools that will allow you to better analyze in
your future professional life the social, economic and
political characteristics of different countries, and use this
understanding to make adequate business decisions.
This course will discuss the foundations of the
investment banking industry and the capital
markets where it operates. You will be introduced
to the world of finance by covering a wide arrange
of topics such as the structure and divisions of
investment banks, the main role that each division
performs and their links with the different capital
markets. At the conclusion of this course, you will
feel comfortable to analyze and discuss current
conditions in the Capital Markets. That includes an
understanding of the factors influencing interest
rates, the flow of funds in the economy, and the
trend towards integrated global markets.
PROCESS & SERVICE INNOVATION
TALENT MANAGEMENT
This course introduces innovation at a product
and service level. The course provides you with the
opportunity to understand the challenges associated
with bringing a product or service innovation to market,
the diffusion process of innovations, and the challenges
faced by companies in deciding whether to listen to
or indeed, ignore the market. All of this is done with a
global perspective.
This course focuses on the strategies and tools
that human resource professionals use to create
organizational excellence by identifying and retaining
high quality talent. It will introduce you to the
strategic role human resource management plays
in creating competitive advantages for firms. You
will study HR policies and practices in context and
consider broader corporate strategies, business
activities, and competitiveness in an increasingly
global marketplace, paying attention to the diversity
of the global workforce.
WHY STUDY THIS SPECIALIZATION?
Feb
Feb
Sept
Intakes
Sept
This specialization will focus on the acquisition of relevant
skills and competencies that distinguishes effective sales and
marketing managers in the face of the 21st century.
SPECIALIZATION
Sales & Marketing
English
Spanish
WHO ARE THE TOP EMPLOYERS OF OUR
SALES & MARKETING STUDENTS?
Master in Management
/ 17
WHAT WILL YOU LEARN?
Develop the skills to leverage social media
and new technologies to conduct marketing
research and to learn about the needs of your
customers
Design sustainable marketing strategies considering the proliferation of customer segments, marketing channels, and means of
communication
Understand the key principles in designing
brand strategies to fence off new entrants or to
challenge incumbents in traditional industries
Create world class customer experiences in order to win the loyalty game against your competitors
Gain a better understanding of how to design
marketing campaigns
Nurture your skills to innovate and to be creative in order to deliver the products and services customers demand in the market
Learn how to capitalize on the opportunities
offered by digital marketing
Adidas, Carrefour, Elizabeth Arden, Johnson & Johnson, L’Oréal,
LVMH, Nivea, Procter & Gamble, Starbucks, Unilever.
SPECIALIZATION IN SALES & MARKETING
COURSE DESCRIPTION
KNOWING THE MARKET AND THE CONSUMER
PRODUCT & BRAND MANAGEMENT
An understanding of the market and the consumer is a
fundamental ingredient on which sales and marketing
decisions are based, significantly reducing the risks of
failure in the corporate world. It provides managers
a critical view of the necessities and characteristics
of a target audience, enabling a better understanding
of them, providing information on the lifestyle and
behavior that may alter and influence the act of purchase.
Understanding consumer behavior as a decision maker
and effectively acting upon it can offer companies a
competitive advantage against the competition and a
clear diagnosis in order to implement effective strategies.
Product and Brand Management gives you a
fundamental understanding of how to build
measure, and manage a brand. As products, pricing
and distribution increasingly become commodities,
the new competitive arena is brand value, which
creates long-term profitable brand relationships.
Building brand equity involves managing brands
within the context of other brands, as well as
managing brands over multiple categories, over
time, and across multiple market segments.
CHANNEL MANAGEMENT
PRICING
A marketing channel is viewed as an interorganizational
system involved with the task of making goods, services
and concepts available for consumption by enhancing
their time, place and possession utilities. Due to the
advent of new technologies such as the Internet,
marketing channels have become tools of enormous
strategic value. Through case discussions, you will
develop the necessary skills in making channel and
strategic power decisions.
Pricing is one of the most important but least
understood marketing decisions. This course is
designed to equip you with the concepts, techniques,
and latest thinking on assessing and formulating
pricing strategies. The course concentrates on how
firms attempt to capture value in the revenues they
earn. The objective of the course is to assist you in
developing an in-depth knowledge relating to the
formulation of pricing strategies for new and existing
products and services. You will learn the process
of making pricing decisions and explore innovative
approaches for setting prices. Additional focus will be
made on pricing dynamics and the reaction to and by
competitors at the firm and product level.
Master in Management
/ 19
INTEGRATED MARKETING COMMUNICATION
CREATIVITY & INNOVATION MANAGEMENT
This course develops an understanding of how
advertising, sales promotion, public relations, personal
selling and in some cases packaging decisions form
a coordinated marketing communications plan. This
course provides you with an understanding of the role
of integrated marketing communications in the overall
marketing program. You will focus not only on the
strategies of traditional marketing programs, but also
on the growth and influence of new media, alternative
methods and approaches, and the challenges and issues
faced by marketers in the context of a changing marketing
communications discipline. The concept of IMC
recognizes that brands benefit most from an integration of
all elements of the marketing mix, including advertising,
personal selling, public relations, sales promotions,
sponsorships, interactive marketing, and other marketing
channels.
It is a known fact that one of the most valuable
assets that companies have or lack in the business
world is creativity. It has been proven that ideas
that depart from the conventional can not only
boost sales, but also change the marketplace in
its entirety. Learning how to think creatively is an
ability most managers should develop and apply on
a day-to-day basis within an organization in order to
innovate and set new standards in the marketplace.
This course focuses on how to detect creativity in
organizations and apply to marketing strategies
when generating a product, service or marketing
campaign.
SERVICES MARKETING
SEARCH ENGINE MARKETING (SEM)
Services are becoming the dominant economic driver
in the global economy and are critical for competitive
advantage in companies, from all industrial sectors, all
around the world. Even for companies which traditionally
have not been considered services companies, services
represent their primary growth driver for the 21st century.
For instance, IBM and GE, two companies that gained
prominence due to their product offerings, now generate
approximately 40% of their revenues and over 60% of
current profits from services. The purpose of this course is
to introduce you to services marketing as a separate and
distinct area of marketing thought and practice and help
you to understand its powerful influence in competitive
markets.
Search Engine Marketing (SEM) is the overarching
term to describe marketing a website through
search engines including efforts to improve organic
listings and running pay-per-click ads. More
than 90 percent of the online population uses a
search engine first to find products, services and
information. If your business wants to attract
prospective customers, you’ll need to understand
how to integrate facets of SEM into your overall
marketing efforts. This course teaches you the
basic concepts that make up SEM to provide a solid
foundation to intelligently and cost-efficiently apply
it to a current or future business. You’ll leave with a
breadth of information, best practices, and ways to
effectively incorporate SEM into a current or future
project.
MARKETING STRATEGY FOR DECISION MAKING
Marketing games are pre-designed scenarios with the
objective to develop the necessary skills for making
the right marketing decisions. The simulator used
during this course allows you to set the direction for a
marketing strategy. It focuses on the key elements of
marketing: setting a marketing
strategy under the consideration of the available
customer segments and positioning alternatives. This
simulator is designed to help you develop a long-term
perspective and to emphasize the importance of the
positioning concept. It also covers the management
of an entire product portfolio, the interpretation of
professional market research and advertising-related
decisions.
SALES FORCE & KEY ACCOUNT MANAGEMENT
During this course you will learn the basic functions
of sales force management as well as theories
and concepts about appropriately managing that
function. The course is concerned with how to
manage a sales force rather than with how to
sell. The emphasis is on business-to-business
(rather than consumer) sales force management.
Topics covered include salesperson effectiveness,
deployment, organizational design, compensation
and evaluation.
WHY STUDY THIS SPECIALIZATION?
Feb
Feb
Sept
Intakes
Sept
This specialization will focus on hard and soft skills which
will equip students with the necessary abilities to excel in an
environment of constant technological change and understand the
strategic approaches in the Digital World.
SPECIALIZATION
Digital Business
English
Spanish
WHO ARE THE TOP EMPLOYERS OF OUR
DIGITAL BUSINESS STUDENTS?
Master in Management
/ 21
WHAT WILL YOU LEARN?
Skills required to manage any company in the
different scenarios of the digital economy
Knowledge that can generate new competitive
advantage and new business models for
companies that want to implement or are
using innovative digital tools in the form of new
channels of sales and distribution, marketing,
information systems and communication
Gain a deep and broad understanding of
the changes brought to the market by new
social and technological trends: from web 2.0
to social networking, from twitter to mobile
games
Accenture, Amadeus, Everis, Elogos, Ericsson,
Google, IBM, Jazztel, Nokia, Telefonica.
The technical competencies required to meet
the challenges of the marketplace and fully
understand the scope of technological change
A global vision of what a converging enterprise
should be, by understanding a new 2.0
customer, culture and technology from a
different perspective
The capacity to respond with integrated and
innovative services and products
Technological and digital evolution scenarios
and their business impact
SPECIALIZATION IN DIGITAL BUSINESS
COURSE DESCRIPTION
DIGITAL BUSINESS STRATEGY
MOBILE BUSINESS & TRENDS
This course is designed to provide you with a vision
of the basic competitive strategies that companies are
following in reaction to the transformation of industries
that comes with the use of digital technologies. The
convergence of industries is a reality. The boundaries
between industries like telecommunications, software,
media and device manufacturing is blurring. This
process is also changing how we produce culture, the
way we interact with companies and institutions and
the way we buy products and services. There are huge
challenges for established companies: companies must
adapt quickly to new market conditions populated with
competitors from unsuspected places. At the same time,
great opportunities are emerging for innovators with
new business models. Understanding these processes
and the fundamental challenges companies face in
the digital ecosystem is the chief aim of this course.
The course also focused on the strategic tools needed
to translate these trends into actionable business
strategies.
The course will help you understand the business
models and trends in mobile business, and also face
the challenges of how an app is built and how it can be
successful. Mobility and the development of business
models that maximize its potential is the next frontier
for companies situated in the digital economy. In this
course you will explore the challenges and opportunities
generated in this environment by understanding how
different players interact - telecom operators, handset
manufacturers, and software developers. You will
determine how this development affects any company
trying to get to their customers and reach a reaction from
them. The course is also designed to face the challenge
of building applications for the main ecosystems -iOs,
Android, Windows- and understand its complexity and
the connection of technology business needs, so that
you can immediately apply your knowledge to fostering
the adoption and application of mobile solutions in their
future positions.
SHAPING THE IMPACT OF DISRUPTIVE
TECHNOLOGIES
MANAGING THE
INNOVATION PROCESS
The course helps the students without a technical background among you understand the technologies that are
shaping the evolution of the digital industries and how
they will play out in the future. Those of you with a strong
technical background will better understand the business
implication of the technologies that you are already familiar with. This class focuses on technological convergence
vs. business strategies and how disruptive technologies
can reshape competition. It covers topics related to scenario analysis of the technologies involved in convergence
sectors: telecommunications, software, informatics and
electronics. Its not a course designed for engineers, but
a course that will help managers to understand the effect
that these technologies produce in the context of the evolution of business, society and technology. At the end of
the course, you will understand how the developments in
technology that are coming in the next five years can affect
the current business ecosystem and, more importantly,
you will have a set of tools to analyze possible scenarios of
evolution and make decisions based on them.
Early winners in the convergence process share a
common trait: a commitment to innovation. In this
class you will learn to apply the practical tools and
practices that can be used to foster innovation within
companies. You’ll explore different methodologies and
processes designed to foster innovation within and
across organizations boundaries. You´ll begin with basic
techniques used to manage the processes that lead to
positive results in innovation efforts and move on to
a practical approach that will ensure that your toolbox
suits different types of companies and industries. You
will explore innovation at the organizational, group
and personal level, fostering the analysis and critical
evaluation of tools and practices used in the industry.
Master in Management
/ 23
THE SOCIAL WEB AND THE CUSTOMER
CONVERSATIONS WITH THE NEW CUSTOMER
Social media is central to the transformation of digital media
and the creation of a digital ecosystem. Social Media impacts all companies, across all markets, and there is clearly a
growing trend both in its use and its impact. And, of course,
there is much more than Facebook. In this course you will
explore different ways of engaging customers through the
use of social media. You’ll learn about basic technological
tools and strategies related to the management of clients,
and the impact of the latest developments in social tools
over the web in these relationships. In an industry fighting
for ever increasing average revenue per user, managing the
needs and expectations of clients is fundamental. You will
learn to choose the best technology available to achieve your
goal and to adapt the best tools to fit the specific strategy of
your company.
Once you are comfortable with the basic marketing mix
tools and strategies, the next step is to utilize specific tools
to reach a new breadth of customers: clients who now have
more information, clients who demand excellent service from
their providers, and clients who are willing to help companies
personalize products and services, or even create new ones.
You will build the integrative skills needed to coordinate specific actions to engage customers In this class, which is built
around the perspective of companies using tools previously
studied and analyzed in the digital marketing and social
media courses. . Real-life examples and guest speakers from
innovative companies will help to illustrate groundbreaking
uses of new tools and new strategies.
DIGITAL MARKETING
The course goes beyond the content of traditional
marketing courses and focuses on the latest tools
and trends used in digital marketing across different
platforms and industries. With the evolution of new
media and the advent of a new breed of more informed
and demanding customers, the marketing departments
have no choice but to search for new tools and
motivated executives with the latest skills. In this course
you will explore the most advanced techniques in digital
marketing and how they fit with the traditional tools
used in the area. Your challenge as a young manager
is to understand the role of traditional marketing while
keeping a clear view of how the new trends can be
maximized in both traditional and younger companies.
You will learn about new digital marketing tools and how
to deploy them and measure their effects in different
types of companies.
BUILDING AN ONLINE BUSINESS
What are the real challenges that a company faces when
trying to “go online”? What are the legal, technological
and organizational implications of such a strategy?
Taught from a practical perspective, you will follow an
online business initiative in its different aspects. You
will be able to directly translate this experience, which
will cover a range of issues from technology needs and
options to payment systems, into real-life projects in
both big and small companies.
CHALLENGES AND OPPORTUNITIES FOR THE
MEDIA INDUSTRY
As the industry is in the middle of a fast and painful
transformation process, we will explore their main
challenges and opportunities. How can you start your
strategy for web TV or music? What is the future of the
newspaper industry? How does an e-book strategy fit in
the middle of a world full of iPads and tablets?
Through the analysis of different drivers of change and the
reactions and rapidly changing business model emerging
across different media, you’ll come to understand the
processes and challenges of distributing digital media
products. Interaction with guest speakers will give you an
opportunity to address the issues from both the strategic
and operational perspectives.
DISTRIBUTION STRATEGIES FOR
TECHNOLOGY PRODUCTS
How can Apple be so successful executing its product
management? How do you face a change in your
distribution channel? How do telecommunication
companies interact with their partners? This course has
been designed to help you understand how companies
create and execute strategies to establish and improve
complex distribution networks around technology.
The course will focus on the transformation of the
distribution environment that is moving the industry to
a online-offline mix that will likely change how the entire
structure of the industry is organized.
*
* Only taught in Spanish
¿POR QUÉ ESTUDIAR ESTA ESPECIALIZACIÓN?
Feb
Feb
Sept
Intakes
Sept
Esta especialización responde a la necesidad actual de
tener controllers financieros capaces de gestionar procesos
de reporting para directores financieros, que implementan
soluciones de contabilidad financieras y de gestión
innovadoras.
SPECIALIZATION
Financial Management & Control
English
Spanish
¿CUÁLES SON LAS PRINCIPALES EMPRESAS QUE
CONTRATAN A NUESTROS ALUMNOS
DE FINANCIAL MANAGEMENT & CONTROL?
Master in Management
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¿QUÉ APRENDERÁS?
A comprender los principios fundamentales
y teoría de todas las ramas de la contabilidad
como contabilidad general y contabilidad de
costes
A aplicar técnicas analíticas y cuantitativas para
poder analizar estados financieros dentro del
contexto de evaluación de riesgos y evaluación
de empresas
A adquirir conocimientos sobre las normas profesionales relevantes y marco regulador para
resolver cuestiones financieras de reporting en
multinacionales
A identificar asuntos éticos y alternativas de decisión incorporando los códigos de conducta profesionales y de responsabilidad social apropiados
A reconocer y evaluar posibles áreas de cuestiones legales en el entorno de los negocios y
demostrar conocimiento de las normas legales
en el análisis de riesgos
Allianz, Ernst & Young,
Deloitte, KPMG, PWC, GE.
A aprender a aplicar los métodos cuantitativos y
cualitativos para analizar y formular decisiones
financieras para organizaciones con y sin ánimo
de lucro
A adquirir un amplio conocimiento de los procesos de auditoría y de las técnicas necesarias
ESPECIALIDAD:
FINANCIAL MANAGEMENT & CONTROL
ASIGNATURAS
ANÁLISIS DE ESTADOS FINANCIEROS
CONTROL DE GESTIÓN
Adquisición por parte del alumno de un conocimiento
del proceso contable de las empresas que le permita
poder analizar los estados financieros (Balance, Cuenta
de Resultados, Estado de Cambios en el Patrimonio
Neto y el Estado de Flujo de Tesorería) y convertir los
datos en información y éstos en conocimiento.
La mejor estrategia puede hacer fracasar una
organización sino es trasladada de concepto a
realidad, de visión a acción. La implementación
de la estrategia es tan relevante como su propia
formulación y facilita al mismo tiempo las
condiciones necesarias para el cambio estratégico, en
un proceso continuo de interrelación entre estrategia
y ejecución.
FINANZAS CORPORATIVAS AVANZADAS
Este es un curso de implementación estratégica, y
aborda los sistemas de gestión y herramientas que se
utilizan para planificar y controlar el desempeño de
una empresa. En concreto se analizan los siguientes
temas: el sistema de planificación estratégica y
presupuestaria, el sistema de descentralización y la
planificación organizacional, sistemas de evaluación
de los centros de responsabilidad, las unidades de
negocio, los precios de transferencia y el sistema de
información y control.
Se estudiará la influencia del endeudamiento en los
beneficios, la rentabilidad y el valor de la inversión que
los accionistas hacen en la empresa, lo que significa
analizar cuáles son las alternativas de financiación de la
empresa, cual la relación coste/riesgo de cada una de
ellas y como elegir en cada caso la más adecuada. Se
analizará en detalle como emiten deuda las empresas,
como comparar un leasing con un crédito, cuales son
las características de las obligaciones convertibles
y las acciones preferentes y como se realizan las
ampliaciones de capital.
Posteriormente, una vez conocido el método por el que
se obtienen recursos de los bancos y de los accionistas
y como se invierten con criterios de rentabilidad, se
tratará de valorar negocios como un todo, analizando
la rentabilidad de sus activos y la viabilidad de su
financiación.
En definitiva son las personas las que consiguen
el éxito o fracaso de las organizaciones, y control
de gestión, en su doble vertiente de sistema de
planificación y control, actúa como mecanismo
inductor del comportamiento de las personas,
creando las condiciones, las estructuras y las
actitudes necesarias para el desarrollo y viabilidad de
una empresa bajo los principios de la responsabilidad
social corporativa.
Master in Management
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RISK MANAGEMENT
AUDITORÍA
El objetivo de este curso es analizar los fundamentos
de la gestión de riesgos financieros así como diferentes
estrategias de cobertura que se pueden llevar a la práctica
en los mercados de activos derivados.
La asignatura revisa y evalúa la contribución de
la auditoria a la protección del ahorro nacional
invertido en las empresas y el adecuado
funcionamiento de los mercados, a través de
los juicios emitidos sobre la fiabilidad de la
información que los administradores aportan
al público como explicación de su gestión. Se
analizará la formación requerida al auditor, el
proceso de auditoría, los procedimientos aplicables
y los parámetros para concluir sobre la adecuación
y suficiencia de la evidencia, así como, de sus
formas de documentación.
Adicionalmente, este curso ofrecerá ejemplos de otras
posibles aplicaciones de estos activos como, por ejemplo,
especulación en los mercados y diseño de estrategias de
arbitraje para obtener beneficios sin riesgo a partir de la
identificación de oportunidades de arbitraje.
DERECHO DE LA EMPRESA
Combinación de explicaciones teóricas y realización
de ejaercicios prácticos sobre diferentes aspectos del
Derecho empresarial y de la regulación de la actividad
empresarial en el mercado.
En concreto, el objetivo de este programa es que
el alumno conozca y pueda trabajar, a nivel de un
auditor junior.
GOBIERNO CORPORATIVO
DERECHO FINANCIERO Y TRIBUTARIO
El Gobierno Corporativo abarca las relaciones entre la
dirección de una empresa, su consejo de administración,
sus accionistas y otras partes interesadas tales como
reguladores, trabajadores, etc. El objetivo del curso es
abordar los fundamentos del Gobierno Corporativo desde
distintos ángulos -el consejo de administración y los
distintos comités que lo componen, la alta dirección, los
accionistas e inversores, los medios de comunicación, los
reguladores y otras partes interesadas.
Análisis de la importancia de la Planificación
Fiscal para la empresa, con especial incidencia
en la Fiscalidad Internacional y en los Grupos
Multinacionales. Aspectos fundamentales de la
estrategia fiscal, así como del análisis de costes y
control de riesgos, utilizando diversos casos reales
de especial trascendencia en el mundo empresarial.
ANALISIS FORENSE DE ESTADOS FIANCIEROS
El alumno aprenderá, entre otras cosas, de qué forma
se esconde deuda fuera de un balance, cómo alterar las
partidas de ingresos y costes (y por tanto, los beneficios) y
cómo defenderse de estos abusos mediante la práctica del
análisis forense. El curso dará una especial relevancia a
la responsabilidad social corporativa, mediante el estudio
de técnicas de buen gobierno que no han prevenido la
formación de un escándalo contable. También se incidirá
en las consecuencias económicas y personales derivadas
de la falta de ética en la configuración de los parámetros
contables. La mención a las NIC será continua, para que
el alumno tenga una sólida formación que le permita
interpretar la búsqueda del legislador por limitar, mediante
las NIC, futuros escándalos y abusos contables. Como
objetivo fundamental del curso, se planteará de una forma
constante la relación entre las alteraciones contables y el
VALOR de una empresa. Así, el alumno tendrá una visión
continua del impacto tangible, en términos económicos,
de las alteraciones contables.
Conocimiento de los aspectos fundamentales de la
Fiscalidad Corporativa, con especial énfasis en el
Impuesto sobre Sociedades. Aspectos prácticos y
esenciales de los demás tributos relacionados con
la empresa (IVA, IAE, IRPF, Fiscalidad Internacional)
Aprendizaje del funcionamiento de los principales
Impuestos, “transfer pricing”, estructuras
internacionales, con soluciones de diversos casos
prácticos.
VALORACIÓN CORPORATIVA
Introducir a los alumnos en las decisiones financieras
a largo plazo que afectan el apalancamiento y la
estructura óptima de financiación.
Análisis de los medios de financiación a medio y
largo plazo: deuda, ampliación de capital, leasing,
obligaciones convertibles.
La política de dividendos.
Valoración de empresas.
Operaciones complejas: compras apalancadas
IE Business School
María de Molina 13
28006 Madrid. Spain
Tel: +34 915 689 610
For more information please contact:
www.ie.edu/master-management
mim.admissions@ie.edu