Checking date: 24/04/2023

Course: 2023/2024

Creating and Ccommunicating Value
Master In Business Administration - MBA (Plan: 466 - Estudio: 301)

Coordinating teacher: DUQUE ZULUAGA, LOLA CRISTINA

Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 2.0 ECTS


Requirements (Subjects that are assumed to be known)
Marketing management for strategic advantage
1. Identify and describe key factors for success when communicating a value proposition to the clients 2. Get a practical knowledge of best practices when selling an idea by experimenting real situations in class (role-plays, group presentations, experiments, etc.) 3. Link the general knowledge of management obtained in the program with some practical tips to communicate and influence in decisions of the different stakeholders of a company
Skills and learning outcomes
Description of contents: programme
The course explains the main concepts of brand equity and brand personality and, after introducing these branding concepts, explores the key concepts to communicate value to the clients in the selling process and negotiation: principles of influence, prospect analysis, effective meetings, sales funnel (differences between physical and online channels), closing techniques and objections and finally, increasing customer loyalty. Specific topics covered in this course include: - Brand equity and Posistioning - Bounded rationality and Principles of Influence - The sales funnel: Prospect analysis and planning - Presentation and negotiation with the client - Increasing customer loyalty The course has a very practical approach giving the student specific and useful tools to communicate the company unique value proposition in group presentations and offline and online one to one conversation.
Learning activities and methodology
The course includes individual work, class discussions, teamwork and a final exam. The classes have a theoretical and practical format. Individual analysis will be based on case studies and class participation; teamwork will include decision-making processes to solve cases, class presentations and role-playing. The final exam will be based on readings, lectures and proposed case assignments. Tutorials are provided as needed.
Assessment System
  • % end-of-term-examination 50
  • % of continuous assessment (assigments, laboratory, practicals...) 50
Calendar of Continuous assessment
Basic Bibliography
  • Aaker, D.. Aaker on branding: 20 principles that drive success. Morgan James Publishing. 2014
  • Cialdini, R. B. . Influence. Port Harcourt: A. Michel. 1987
  • Keller, K. L., Apéria, T., & Georgson, M. . Strategic brand management: A European perspective. Pearson Education. 2008
  • Kotler, P., Keller, K., Goodman, M., Brady, M. & Hansen, T.. Marketing Management 4th European Edition. Pearson Prentice Hall. 2019
Additional Bibliography
  • Ariely, D. . Predictably irrational. Harper Audio. 2008
  • Pink, D. H. . To sell is human: The surprising truth about moving others. Penguin. 2013
  • Simon, H. A. . Models of bounded rationality: Empirically grounded economic reason. MIT press.. 1997

The course syllabus may change due academic events or other reasons.