Posts con el tag ‘management’

Pau Virgili demolishes some myths about the digital world

Who said that being active in social networks is the only option? Who said that only young professionals can manage social media accounts?

These are some of the issues dealt with in the ‘Customer Relationship Strategy in the Digital Age’ master class organised as part of the ESADE Continuity Programme on 25/26 September in Barcelona and Madrid, respectively. The masterclass focussed on the transformation of customer behaviour and how marketing should adapt and bypass online communication. It was led by Pau Virgili, an expert on new technologies, management, and marketing who has managed international companies and now works closely with the ESADE Marketing Management Department.

Pau Virgili showed his disagreement with four myths that accompany the technological revolution. To the surprise of many listeners, he questioned: firstly, the need to be in the digital environment; secondly, the belief that being surrounded by young people guarantees success; thirdly, the assertion that everything has changed; and fourthly, the assumption that the old rules no longer apply. By undermining these beliefs, Virgili made the audience pause and reflect (the main objective of this type of session and, in general, the ESADE methodology and philosophy). There is no change, or changers, without reflection, without demystifying, and without questioning whether the newly generalised paradigms are the only valid models.

Pau Virgili emphasised the leading role of the customer over the brand, and how consumption is becoming more rational, encouraged by the observations and criticisms of friends and family, and in which emotional values trump the brand’s own foundational values. Virgili considers that it is essential to study and understand the ‘customer journey’ that occurs both online and offline and whose broad effects permeate the entire organisation. To capture consumers, brands must relate directly and transparently with customers.

Pau Virgili, who was general manager of European marketing at Hewlett-Packard fast moving consumer goods and European marketing director for Plantronics, is an example of the quality of ESADE’s academic team. The contributions of this team and the numerous lecturers who participate in this type of unique session – full of practical cases and based on sharing knowledge while encouraging innovation and critical spirit – reflect the bases on which ESADE is built. An attentive master class audience eagerly followed the discussions in each session.

These master classes are part of the Open Day offered by the ESADE Executive MBA. These events are an ideal opportunity to learn about the university and its programmes before taking the leap and becoming an active agent for change trained at ESADE. Lecturers, alumni, and the programme director are available during Open Days to resolve any doubts and concerns before applying to ESADE. Open Days are also the first opportunity for many students to see how ESADE works, with the plurality of its lecturers and comprehensive innovation. Students can also see for themselves the quality of the academic contents, one of the aspects most valued by students and a subject of intense focus for the entire ESADE team.

Learn more here about the next EMBA informative sessions. We look forward to seeing you there.

Barcelona Campus, Be a changer, EMBA biweekly, EMBA monthly, EMBA weekly, Experiences during the program, Madrid Campus, Masterclass, Open Day | , , , , , , , , , , , , , , , , , , Leave a comment Permalink

Barcelona EMBA students make their first international stay at HEC

Participants of the weekly format EMBA programme in Barcelona made their first international stay in the programme at the end of January. The students (who began this edition of the EMBA programme last September) travelled to the HEC business school in Paris and during their stay, which was themed as “Organisations, Transformation and Change Management”. The stay focused on corporate strategy, value and business.

The students found this first International Week at HEC extremely useful and interesting. Participants were able to combine work, networking and socialisation with classmates and faculty.

ESADE’s Executive MBA includes three training stays at some of the best business schools in Europe, Asia and America. During these stays, programme participants get to discover at first-hand how a country and its companies work. In the process, they get a broad vision of the global economy from their on-the-spot experiences. Students also get the chance to visit major companies in the country being visited, meet top executives and identify business opportunities and the scope for collaboration in the host country.

The next international stays for students of the weekly format of the Barcelona EMBA programme will be at Antai (China) or ISB (India), themed as “Growth & Development in Emerging Markets”, and at Georgetown University (The United States), where they will go on the last international week, whose theme is “Leading in Global Organizations”.

If you want to see more photos of our students’ stay at HEC Paris, click here.

Barcelona Campus, EMBA monthly, Experiences during the program, International weeks, Networking, Teamwork | , , , , , , , , , , Leave a comment Permalink

2nd International Stay in Paris

EMBA participants of the fortnightly format of the programme in Barcelona and of the weekly format in Madrid took an intensive module at HEC, Paris. The institution was founded in Paris in 1881 and is one of the world’s top business schools.

Over four days, we delved into “Organisations Transformation & Change Management” in Europe, reviewing business models that ranged from the traditional to the highly disruptive, and covered sectors as diverse as Industry, Technology, Cosmetics and Luxury Goods.

In addition, the sessions were enriched by speakers from L’Oréal, Microsoft, Amazon, etc., who gave their personal visions and specific examples of the real-life applications of various business models.

The only source of knowledge is experience” (Albert Einstein)

Jordi J. Lorente, EMBA Candidate 2015-2016

Barcelona Campus, EMBA biweekly, EMBA weekly, Experiences during the program, Field visits, International weeks, Madrid Campus, Networking, Teamwork | , , , , , , , , , , , Leave a comment Permalink

“The Experience Learning Programme” – an intense experience at Món Sant Benet

It is hard to briefly summarise the nature of the experience of the stay at Món Sant Benet. The Outdoor Experience Learning Programme marks a watershed in our EMBA studies. From the standpoint of leadership and self-leadership, the programme is an initiation in personal and social management under changing conditions. The nature of the change may be personal, professional, or even corporate. Working together to deal with changes of various kinds helped us strengthen relations and improve teamwork.

 Emotions’, ‘change’, ‘revelation’, ‘enthusiasm’, ‘improvement’, ‘feelings’, ‘help’, ‘a boost’, ‘tranquillity’, ‘enjoyment’, ‘creativity’, ‘discovery’, ‘overcoming hurdles’.

These are just some of the terms participants used to sum up in a few words what the programme meant to them.

It is hard to return to the daily grind after this experience in such an idyllic setting yet one has to make the most of every waking moment. The daily routine takes up most of our time and makes us lose touch with what is really important. That is why we are often loathe to stray off the beaten track or to face the need for change. Such shortcomings are part of human nature but we can overcome them with enthusiasm, initiative and determination.

“The future depends on what we do today” (Mahatma Gandhi)

Jordi J. Lorente Vázquez, EMBA Candidate 2015

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“Our experience of the ESADE EMBA programme”

“It is a hard task to briefly sum up what the last 18 months of the ESADE Executive MBA programme has involved. It has been a whirlwind of activity and emotions and of course we have learnt a whole host of things that are absolutely vital to doing business in today´s world”.

The programme is both ambitious and demanding. Taking the programme was a constant challenge at both the professional and personal levels. It is precisely this mix that makes the programme such an interesting one for both participants and faculty, who both give their all in every session. This combination is complemented by international weeks (The United Kingdom, China, India, USA), which give participants a much better view of the world.

It is thus not a programme for people who lack curiosity, who are conformist or have no wish to change their settings. Rather, the EMBA programme looks to the future and those who will shape it by taking a dynamic approach, adding value. EMBA graduates look at things in a global fashion, are keen to venture outside their comfort zones to explore new, unknown scenarios that hold the key to success.

ESADE plays a key role in all of the foregoing processes and makes them possible. Without ESADE´s Values and Vision, it would be impossible to grasp the depth of the Executive MBA programme. It is precisely this vision that ensures that the EMBA goes far beyond mere Management to reach the individual, allowing each participant to grasp the transcendence and complexity of the values that underlie success.

While the present economic and social situation is tough, taking the EMBA programme allows one to see opportunities where others only see problems. It reveals new paths that would hitherto have seemed impossible. The old limits can be passed given that the programme (which lasts a little over eighteen months) provides intensive training, testing and learning in designing a more propitious setting for one´s business ambitions.

All of the foregoing means that the Executive MBA programme is really a personal adventure that begins not with the very first session but rather from the moment that the student realises that it is possible to change things through his or her own efforts and a desire to grow as a person. All that is needed is that he or she recognises how to go about it. ESADE deals with everything else — the faculty team and the rest of the programme participants.

Ignacio López Fernandez

EMBA Delegate, EMBA 2012-2013

Experiences during the program, Former students, International weeks, Leadership, Networking, Teamwork | , , , , , Leave a comment Permalink