CAPS
Xavier Oliver module
Professor at IESE Business School, President of the European Association of Communications Agencies (1999-2000), member of the jury of the SAWA Film Festival (Cannes, 1984) and the New York Festival (1988).

13-14.05 (10:00-18:00)
Module 1 - Brands Management and Communication
Module description
The purpose of these sessions is to dive into what brands mean today and how they relate with consumers. Brands are no longer names but entities that establish relations with their customers and have their own saying in the society today. The positioning of a brand in the consumer's minds has become one of the main objectives of the company's management as soon as they realized that making a difference with a wide variety of competitors is what matters now.

The objective of this course is to discover how a brand can become relevant through discussing cases and debating workshops on subjects such as luxury, fast-moving consumer goods, low cost and mainstream brands. The learnings will be around brand values, making something better than anybody else, the circles of influence, and the brand and company purpose.

The topics that will be covered in the two lectures as well as in four specific cases and the following workshops will be:
  1. An overview of the changes we are going through thanks to the technological and digital revolution that imply drastic modifications of believes and behaviors of todays citizens ("What Matters Now", Lecture)

  2. An analysis of the Low-Cost Revolution through one of the first fast and most successful fashion creators (Inditex Case) and the following workshop where participants in different groups will work and elaborate concepts of existing brands that they will select in the Low-Cost arena. The summary of those finding will help to understand the Why, What and How of that strategical approach to business.

  3. From Fashion to Mainstream is the following topic that will be covered. Many of the product or service ideas created today are very close to specific customers in specific countries and, after the initial success, they find it very complicated to expand geographically with the same strategic approach. From being Good to becoming Great will be the outcome of the discussion of the Snapple case and the workshop that will follow in which, once again, the participants in groups will analyze a brand of their choice that has overcome those strategical constraints.

  4. How to change brand perceptions in the following subject that we will cover thank to the Siemens Employer Branding Case. How to revitalize a brand, how to make it attractive to different stakeholders and where to start. The discussion will be followed by a workshop that will be devoted to understanding that managing by financial results is not enough and that managing through reputation is a need if one wants to succeed in a world where product parity is everywhere.

  5. The last subject is devoted to learning on how to become best in the world thanks to a case of one of the most famous restaurants: El Celler de Can Roca. Her we'll discover that dreaming in what one wants to become is constructed step by step, but it has a lot to do about understanding humans, wanting to run the extra-mile. Becoming artists, caring about others, co-working, unbundling, sharing knowledge will be concepts and reality that will be discussed in the case as well as in the workshop that will follow. How did the best brands on Earth were build?

  6. Finally, the principles acquired o building brands successfully will be shared by the participants as a summary of the whole course
Find out more about the next course
Modules of the course:
The course starts on the 13 of May
13-14 of May
10:00-18:00
13-14 of May
10:00-18:00
Xavier Oliver
Professor at IESE Business School, President of the European Association of Communications Agencies (1999-2000), member of the jury of the SAWA Film Festival (Cannes, 1984) and the New York Festival (1988).
Brands Management and Communication

Price: $350
17-18 of May
10:00-18:00
17-18 of May
10:00-18:00
Kevin Murphy
CEO at consulting company J. E. Austin Associates. Chairman and Director of Partners for Sustainable Development. Regular participant of the World Economic Forum.
Global Economic Competitiveness

Price: $400
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27-30 of May
10:00-18:00
27-30 of May
10:00-18:00
Eka Tkeshelashvili
Former Minister of Justice in Georgia, former Minister of Foreign Affairs in Georgia, former Vice-Prime Minister in Georgia and former Minister for Reintegration Affairs. The leader of the anti-corruption initiative in Ukraine.

Milo Jones

Professor at IE Business School. Managing Director of Inveniam Strategy. Former project manager at Citibank Emerging Markets Group.
Governance and regulation of business in political uncertainty

Price: $300
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7-8 of June
18:30-21:30
7-8 of June
18:30-21:30
Angel Pascual-Ramsay
Professor at ESADE Business School, former adviser to the head of the Spanish government in the analysis of economic and geopolitical trends.
Globalization and sustainable development

Price: $300
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10-13 of June
18:30-21:30
10-13 of June
18:30-21:30
Giorgi Kadagidze
Former Head of the National Bank in Georgia, "Best banker in Europe" in 2014.
How does macroeconomy and international trade works

Price: $300
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18 of June
10:00-18:00
18 of June
10:00-18:00
Guido Stein
Professor of the Managing People in Organizations Department and Director of the Negotiations Department at IESE Business School. Partner at Inicia Corporate (M&A and Corporate Finance).
Leadership for High performing Intra- and Entrepreneurs

Price: $600
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26-27 of June
10:00-18:00
26-27 of June
10:00-18:00
Jeremy Ghez
Affiliate Professor of Economics and International Affairs at HEC Paris. Academic Director of the Center for Geopolitics at HEC Paris. Academic advisor of the Master's Program in Sustainable and Social Innovation (SASI).
Strategic Forecasting

Price: $400
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