BA - Bachelor of Arts in
Digital Communication (título propio)

The course is designed to introduce the principles of business management within a modern organizational environment. Students will explore major theories of management, critically examining a variety of management functions, including planning, organizing, digital transformation, leading and controlling. They will study the various environmental frameworks under which organizations operate, and gain insights into in-depth, specialist areas which form the basis of subsequent courses.

3.5 CH | 5 ECTS

This course serves as an introduction to the key concept of people management within contemporary organizations. It outlines the strategic need of an organization to attract, develop, motivate and retain talent via departmental functions and managerial skill sets. The course focuses on issues concerning people management from the perspective of both organization and employee. It examines cutting-edge global organizations and small medium enterprises across a variety of industries, analyzing the importance of workforce management in acquiring competitive advantages.

3.5 CH | 5 ECTS

This course is designed to prepare students for work as effective marketing managers within increasingly competitive environments. The course provides a foundation on the principles of marketing, teaching students how to analyze market forces in order to make decisions, while exploring processes related to segmentation, targeting and brand positioning. The importance of user experience is studied through the lenses of customer-centric approaches and consumer aspirations, with particular regard to the appeal of environmentally friendly products and the impact of social media.

3.5 CH | 5 ECTS

This course is designed to assist students in developing written and oral communication skills for both business and academic environments. The course provides an introduction to business communication theory, whilst developing students’ understanding of university writing standards, improving research and citations skills and awareness of standard academic writing practices. Audience analysis, intercultural communication and strategic messaging are covered, together with the differences between virtual and in-person presentation methods, which are studied in order to prepare students for work in a digital business environment.

3.5 CH | 5 ECTS

This course focuses on the fundamentals of accounting and finance, encompassing the processes involved in evaluating, creating and interpreting financial statements. Governance and regulatory issues are studied, and students acquire a comprehensive knowledge of accounting tools together with general financial acumen, including concepts such as ethical behavior in the context of fraud and corporate governance, common forms of business ownership, and present and future value. Such competencies are essential for managers working across a variety of industries and are crucial for making informed investment decisions.

3.5 CH | 5 ECTS

Innovative Technology in Business provides first-year students with a concise understanding of how technology has led to transformations in business operations at the global level. The course explores the components necessary to nurture innovation, and outlines the risks that companies face in failing to adapt to, and incorporate, new technological advances. Students gain an understanding of innovation concepts such as information systems implementation, contemporary data management practices, open-source software and cloud storage solutions. They will study the application of innovative technological products and processes within small, medium and large organizations, together with the ethical implications of data collection and behavioral surplus.

3.5 CH | 5 ECTS

This course guides students through the fundamental project management concepts required to launch, lead and obtain benefits from projects in both private and non-profit organizations. Students explore the role of project management in achieving operational sustainability in competitive markets. They will gain an understanding of the impact of organizational culture on project outcomes, and learn about how defining scope, sequence, and objectives form part of the process. Causes of project failure, together with risk mitigation through planning and early phase initiative analysis are studied, providing a solid foundation in essential project management skills that can be applied across a range of different industries.

3.5 CH | 5 ECTS

This course provides a practical approach to data analysis, exploring trends, patterns and relationships in data to acquire information for quantitatively informed business decisions. Students will complete problem-solving exercises using Microsoft Excel’s spreadsheet software as the principal learning tool. Concepts such as descriptive statistics and visualization to extract insights are covered, in addition to the widely used business tools of statistical inference and regression analysis. Upon successful completion of the course, students will be able to summarize and present data sets, collect random samples from a population and evaluate fundamental probability as part of the decision-making process.

3.5 CH | 5 ECTS

The study of economics provides a lens to understand and interpret global issues and interdependencies amongst individuals, firms, and nations. A solid grounding in economics is essential for business managers, and policy makers to understand markets, risk, opportunity and profits. This course provides students with a complete understanding of the factors which affect economic decisions. They will study the main theories of international trade, the effects of global economic integration, and the role of international institutions and multinational companies. The module concludes with an overview of sustainability issues, and an exploration of development beyond economic growth.

3.5 CH | 5 ECTS

This integrated course guides students through the principles of acting in a sustainable and ethical manner whilst performing management roles. The module equips students with an understanding of the tools and strategies required for the responsible execution of projects in the modern business world. Students will study key concepts such as corporate social performance, law and compliance, ethical versus destructive leadership, and stakeholder engagement and management for value creation. They will learn about responsible supply chain and human resources management, ethical marketing and communication strategies, and how to apply activity mapping within the global context. The module ensures responsible management principles can be incorporated effectively across various business structures and functions.

3.5 CH | 5 ECTS

This course introduces the key concepts and practices that underpin successful advertising and brand communications. Students will learn how to develop comprehensive Integrated Marketing Communication (IMC) advertising campaigns exploiting online and offline channels, learn how to assess and select appropriate media for communications, and develop an understanding of branding and brand positioning, trends, visual thinking, advertising brief development, marketing principles, brand communications, media relations and client/agency work.

3.5 CH | 5 ECTS

This course introduces students to the concept of creativity as a leadership skill, developing their understanding of the most fundamental tools in design thinking. The structure of the course facilitates the application of the acquired skills and competences within the career planning process.  Students will study how creative approaches can be employed within fast-changing business environments to ensure effective operations. The course includes a focus on soft skills such as listening, user empathy, whole-brain thinking, and collaboration, and their importance for successful teamwork across all fields. Students will practice designing novel solutions and implementing creative strategies for business decisions. 

3.5 CH | 5 ECTS

Covering production and operations management, this course focuses on productivity analysis which contributes to improving businesses and creating a competitive edge. Students will be given an introduction to logistics and supply chain management, and examine inventory control systems, planning of material requirements and manufacturing resources, and quality controls. During this course, students will undertake a projection project that will allow them to put the theoretical knowledge they have acquired into practice.

3.5 CH | 5 ECTS

Digital business is about advancing digital transformation by applying technology to improve processes, expand automatization, open new markets and add value to the business and its customers. This course provides insight into the key concepts, technologies, applications, and strategic organization of digital business. Students will learn to analyze the development of competitive advantage through the use of digital technology; evaluate current trends and types of technology used in digital businesses; examine how digital technologies can be integrated within businesses; and assess different approaches to the development of digital platforms and e-commerce services.

3.5 CH | 5 ECTS

Students will increase their knowledge and comprehension of financial analysis in the major areas of financial reporting, comparative financial statement analysis, sales forecasting, budgeting, and cost-volume-profit analysis.  They will learn how to comprehend, evaluate, and interpret financial and managerial data, which are essential skills for business managers in any field. On completion of the course, students will be able to: analyze cashflow statements; compute the cash flows from operations; understand investments and financial transactions.; complete a comprehensive financial ratio analysis from all stakeholders; prepare cash budgets and sales forecasts; and formulate a cost-volume-profit analysis and a break-even analysis.

3.5 CH | 5 ECTS

From market research to developing a comprehensive business plan, this course provides students with a comprehensive understanding of the fundamentals of what starting a new business or developing a business idea entails. The role of a business developer in both an entrepreneurial and intrapreneurial setting will be examined, and students will learn how to distinguish business development from other functions by Identifying the skills required for a business development role. During the course, students will develop a comprehensive business plan on their own, which will allow them to put the theoretical knowledge they have acquired during the course into practice.

3.5 CH | 5 ECTS

The primary objective of the course is to expose students to the varying complexities and considerations of communications technology, taking a closer look at the impact new technologies have had on current and future business communication. Innovative digital communication serves as a practical course, aimed at empowering future communications professionals with the knowledge necessary to adequately understand contemporary tools being used throughout a multitude of businesses and organizations.

3.5 CH | 5 ECTS

In this course, students will develop and apply approaches to effective interpersonal communication in global contexts. They will acquire key communication competencies and strategies for building interpersonal relationships and resolving conflict, and hone communication skills that will allow them to build and maintain relationships at work and in social environments. Students will learn to identify cultural differences, their impact on communication, and their role in building strong interpersonal relationships.

3.5 CH | 5 ECTS

This course focuses on the discipline of strategic management and provides an opportunity for students to bring together all that they have learned in the program as a whole, integrating and contextualizing their knowledge. It draws upon strategic management theories, concepts, methods and tools to nurture each student’s capacity to think strategically about organizations in terms of uncertain external development contexts and current strategic positions, and to identify potential for pursuing alternative strategic development paths and maintaining a competitive edge.

3.5 CH | 5 ECTS

In this course, students will learn how to develop a strategic marketing plan for a company and/or brand. They will acquire knowledge of the specific tools and skills required to implement key stages of any marketing strategy: analysis, segmentation, targeting and positioning, execution and control. On completion, students will be able to apply the analytical frameworks used to harmonize organizational goals and resources with market needs and opportunities; execute segmentation, targeting and positioning plans; create marketing strategies and programs; formulate a strategic marketing plan for a company or brand; and systematically review the outcomes of a marketing plan.

3.5 CH | 5 ECTS

This mandatory course is designed specifically for all bachelor’s students in their second year of studies. The course acts as a guide and a practical stepping-stone to conducting real-world business and management research by teaching students how to design a real-world business research project. Students will be able to use the array of academic and transfer skills acquired in this course in their coursework; independent research; cases; business plans; and in their dissertations. The current course deals primarily with academic writing, authorship, referencing and bibliography, and contains a brief introduction to the EU Business School’s dissertation process.

3.5 CH | 5 ECTS

This course explores the integration of traditional and digital strategies to build and maintain a favorable public image and organizational reputation. Students will get familiar with the planning and development of organizational campaigns for key stakeholders and publics, the managing of events in a digital context, and modern communication dynamics. Through practical case studies, students will gain a holistic understanding of organizational communication, its dynamics and the management of interactions with stakeholders. This course will cover aspects such as understanding relevant public bodies, organizational strategies and event management to create engaging experiences.

3.5 CH | 5 ECTS

In a context in which many companies have similar products and digital platforms have made promotion more accessible, effective branding can be the key difference when it comes to consumer value. Students will delve into the foundations of branding, focusing on the development and communication of brand narratives that resonate with the target audience. This course will emphasize the use of digital platforms to create strong brand messages that align with the values and aspirations of consumers. Students will understand how to build a strong brand identity that effectively reflects the value offered to consumers, and how differentiating from other brands and offerings through these communication strategies is key in such a competitive context.

3.5 CH | 5 ECTS

This course deals with the complexities of developing digital campaigns tailored to diverse consumer personas across different media platforms, including social media, search engines, websites or applications. Students will learn how data-driven strategies help us identify and understand different customer segments and their digital habits, which will enable them to create and personalize digital communication plans. Some key aspects that students will address in this course deal with researching and understanding customer segments, familiarizing themselves with digital habits, navigating the complexities of digital media channels and their different metrics, and fostering consumer engagement.

3.5 CH | 5 ECTS

Students will analytically review and frame two business cases, analyze their issues/problems, evaluate the options and the course(s) of action, and provide recommendations, solutions and justifications. In this course, students will be exposed to selected case studies in order to fully appreciate the nuances and complexity of business-based problem-solving. While studying different cases, students will be encouraged to think creatively, reflect critically, and design viable solutions. By doing so, students will enhance their logical, analytical, and decision-making skills.

3.5 CH | 5 ECTS

This course deals with the complexities that confront businesses and organizations worldwide as technologies advance at breathtaking speed and threaten to replace jobs, roles, and responsibilities. Students explore the multiple considerations that management must take into account in order to effectively transform their businesses, while simultaneously staying competitive in their own industries. Specific issues that need to be addressed in order to determine optimal changes include levels of disruption, cultural perspectives, knowledge management, and a wide range of data analysis.

3.5 CH | 5 ECTS

This course focuses on the concept of innovation as applied to leadership challenges. Students will study how innovative approaches can be applied to issues in fluctuating business environments. The course provides opportunities for discussion of design thinking techniques, with students gaining an understanding of how to apply innovative solutions to new venture creation and organizational transformation. Students will develop their skills in critical thinking, collaboration and strategy formation. The study of innovative organizational culture, together with the principles of partnership and future orientation, helps to promote an entrepreneurial mindset that is relevant across a variety of roles and industries

3.5 CH | 5 ECTS

In business today, the main objective of graphic design is to create effective web and promotional materials for society and within organizations. With the continuous development of new visual technologies, graphic designers are constantly developing their skills and techniques, making use of their knowledge to construct more compelling, user-centered web design, artwork, logos, advertisements, packaging, illustrations, animations, corporate identity designs, printed materials and editorial layouts. This course provides a contemporary approach to graphic design, where students learn about new digital tools while acquiring the knowledge to effectively apply content to interfaces and business-centered promotional materials. Students will acquire a deeper understanding of the impact of readability and typography on message dissemination, discovering the critical roles that visual aids play in conveying meaning to the public as well as employees within a business or organization.

3.5 CH | 5 ECTS

Content has become a pivotal aspect of communication, comprising essential forms such as videos, website blogs, podcasts and social media. This course focuses on the art of crafting compelling and impactful digital content that results in effective communication. With a focus on storytelling and creative communication, students will learn the nuances of content creation in the contemporary digital landscape, how to tailor and adapt messages to different platforms and how to use different multimedia tools and techniques. The course places a strong emphasis on how through understanding consumer preferences and creating captivating content, companies can position themselves effectively and stay relevant in an ever-evolving context.

3.5 CH | 5 ECTS

Ethics are indispensable when addressing complex issues, and the media holds an important role in interpreting and portraying reality for massive audiences. This course analyses the main topics of media ethics through a historical journey from the earliest philosophical conceptions to the most disruptive modern approaches, while looking at ethics across specific areas such as journalism and advertising. It also tackles the importance of propaganda, persuasion and law, offering a comprehensive view of the future of ethical considerations. Students will be able to reflect on relevant and current debates concerning business digital communication, including strategies regarding privacy concerns, the ability of AI to alter perceptions and how to collect data ethically.

3.5 CH | 5 ECTS

In this course, students will learn to think and act like business consultants. They will conduct a specific project through which they will learn the latest business and project management methodologies and tools, examine the main challenges faced by businesses, and apply this knowledge to make informed decisions. Students will develop their problem-solving, strategic-thinking and project management skills, essential for managing projects of all sizes, and learn to identify any gaps between realities and expectations and define possible approaches, options, and solutions.

3.5 CH | 5 ECTS

The primary objective of the course is for students to explore the roles and responsibilities of leaders and entrepreneurs in the workplace and the development of theoretical approaches as well as their practical application. Students will analyze the skills, traits and competencies of effective leaders and examine alternative methods of leadership development. On successful completion of the course, students will be able to critically evaluate the roles and responsibilities of leadership; critique the challenges of entrepreneurs in contemporary business management; assess alternative theoretical approaches to leadership; and construct comprehensive business models.

3.5 CH | 5 ECTS

All management and leadership positions require important soft skills and aptitudes, including a capacity for collaboration, critical thinking, negotiation, and public speaking. In this course, students will learn to identify their own strengths, as well as areas where they could improve, in order to develop as confident future leaders. Topics covered include effective time management; learning how emotions can be interpreted and managed to create effective leaders and inspire teams; how to exhibit an accurate sense of self; how to apply a wide range of tools from several disciplines to solve problems effectively and creatively; select the correct negotiation style or strategy for specific situations; develop their business presentation skills.

3.5 CH | 5 ECTS

This course is designed to introduce students to both the theory and practice of social, company and state protocol. Protocol is of vital importance in today’s business, political, and social life - as it lays down a framework of mutual expectation and respect covering different cultures and practices. The course discusses the main rules governing a wide range of activities, from business meetings and diplomatic receptions to charitable or sport events. Attention is paid not only to face-to-face encounters, but also written communications, telephone, email, social and electronic media protocols. Rules may differ from country to country and it’s important to understand their relationship with the underlying business, social and political culture. The theoretical core is supplemented by extensive case study analysis of contemporary protocol history. Public relations analysis is also carried out throughout the course.

3.5 CH | 5 ECTS

The primary objective of the course is to learn how to prepare, plan and carry out successful negotiations in a business context. The need for negotiation skills arises wherever joint decision-making is necessary. The aim of effective negotiation is to create maximum value in the deal-making process. This practical and experiential course looks at theory and research on negotiation across different scenarios and then puts learning into practice which is later reflected upon. The second part of the course is dedicated to understanding lobbying and its functions within different forms. Students will be able to appreciate the various positives of lobbying, as well as understand the various ethical underpinnings of modern lobbying.

3.5 CH | 5 ECTS

It is often difficult to attract a substantial audience for any one vehicle in the crowded media sector today. Not only are viewers’ media choices more diverse, but the audience is more diverse as well. The media landscape is changing, with new media. This course looks at media effects theory and its implications, the components of a media plan and the negotiation of media packages. Students will learn to identify the most suitable media and advertising strategy and be able to develop a media plan and strategy for different cases and competitive situations in businesses and organizations, developing a deeper understanding about how to build reputations and brands effectively.

3.5 CH | 5 ECTS

The course is designed to introduce the principles of business management within a modern organizational environment. Students will explore major theories of management, critically examining a variety of management functions, including planning, organizing, digital transformation, leading and controlling. They will study the various environmental frameworks under which organizations operate, and gain insights into in-depth, specialist areas which form the basis of subsequent courses.

3.5 CH | 5 ECTS

This course serves as an introduction to the key concept of people management within contemporary organizations. It outlines the strategic need of an organization to attract, develop, motivate and retain talent via departmental functions and managerial skill sets. The course focuses on issues concerning people management from the perspective of both organization and employee. It examines cutting-edge global organizations and small medium enterprises across a variety of industries, analyzing the importance of workforce management in acquiring competitive advantages.

3.5 CH | 5 ECTS

This course is designed to prepare students for work as effective marketing managers within increasingly competitive environments. The course provides a foundation on the principles of marketing, teaching students how to analyze market forces in order to make decisions, while exploring processes related to segmentation, targeting and brand positioning. The importance of user experience is studied through the lenses of customer-centric approaches and consumer aspirations, with particular regard to the appeal of environmentally friendly products and the impact of social media.

3.5 CH | 5 ECTS

This course is designed to assist students in developing written and oral communication skills for both business and academic environments. The course provides an introduction to business communication theory, whilst developing students’ understanding of university writing standards, improving research and citations skills and awareness of standard academic writing practices. Audience analysis, intercultural communication and strategic messaging are covered, together with the differences between virtual and in-person presentation methods, which are studied in order to prepare students for work in a digital business environment.

3.5 CH | 5 ECTS

This course focuses on the fundamentals of accounting and finance, encompassing the processes involved in evaluating, creating and interpreting financial statements. Governance and regulatory issues are studied, and students acquire a comprehensive knowledge of accounting tools together with general financial acumen, including concepts such as ethical behavior in the context of fraud and corporate governance, common forms of business ownership, and present and future value. Such competencies are essential for managers working across a variety of industries and are crucial for making informed investment decisions.

3.5 CH | 5 ECTS

Innovative Technology in Business provides first-year students with a concise understanding of how technology has led to transformations in business operations at the global level. The course explores the components necessary to nurture innovation, and outlines the risks that companies face in failing to adapt to, and incorporate, new technological advances. Students gain an understanding of innovation concepts such as information systems implementation, contemporary data management practices, open-source software and cloud storage solutions. They will study the application of innovative technological products and processes within small, medium and large organizations, together with the ethical implications of data collection and behavioral surplus.

3.5 CH | 5 ECTS

This course guides students through the fundamental project management concepts required to launch, lead and obtain benefits from projects in both private and non-profit organizations. Students explore the role of project management in achieving operational sustainability in competitive markets. They will gain an understanding of the impact of organizational culture on project outcomes, and learn about how defining scope, sequence, and objectives form part of the process. Causes of project failure, together with risk mitigation through planning and early phase initiative analysis are studied, providing a solid foundation in essential project management skills that can be applied across a range of different industries.

3.5 CH | 5 ECTS

This course provides a practical approach to data analysis, exploring trends, patterns and relationships in data to acquire information for quantitatively informed business decisions. Students will complete problem-solving exercises using Microsoft Excel’s spreadsheet software as the principal learning tool. Concepts such as descriptive statistics and visualization to extract insights are covered, in addition to the widely used business tools of statistical inference and regression analysis. Upon successful completion of the course, students will be able to summarize and present data sets, collect random samples from a population and evaluate fundamental probability as part of the decision-making process.

3.5 CH | 5 ECTS

The study of economics provides a lens to understand and interpret global issues and interdependencies amongst individuals, firms, and nations. A solid grounding in economics is essential for business managers, and policy makers to understand markets, risk, opportunity and profits. This course provides students with a complete understanding of the factors which affect economic decisions. They will study the main theories of international trade, the effects of global economic integration, and the role of international institutions and multinational companies. The module concludes with an overview of sustainability issues, and an exploration of development beyond economic growth.

3.5 CH | 5 ECTS

This integrated course guides students through the principles of acting in a sustainable and ethical manner whilst performing management roles. The module equips students with an understanding of the tools and strategies required for the responsible execution of projects in the modern business world. Students will study key concepts such as corporate social performance, law and compliance, ethical versus destructive leadership, and stakeholder engagement and management for value creation. They will learn about responsible supply chain and human resources management, ethical marketing and communication strategies, and how to apply activity mapping within the global context. The module ensures responsible management principles can be incorporated effectively across various business structures and functions.

3.5 CH | 5 ECTS

This course introduces the key concepts and practices that underpin successful advertising and brand communications. Students will learn how to develop comprehensive Integrated Marketing Communication (IMC) advertising campaigns exploiting online and offline channels, learn how to assess and select appropriate media for communications, and develop an understanding of branding and brand positioning, trends, visual thinking, advertising brief development, marketing principles, brand communications, media relations and client/agency work.

3.5 CH | 5 ECTS

This course introduces students to the concept of creativity as a leadership skill, developing their understanding of the most fundamental tools in design thinking. The structure of the course facilitates the application of the acquired skills and competences within the career planning process.  Students will study how creative approaches can be employed within fast-changing business environments to ensure effective operations. The course includes a focus on soft skills such as listening, user empathy, whole-brain thinking, and collaboration, and their importance for successful teamwork across all fields. Students will practice designing novel solutions and implementing creative strategies for business decisions. 

3.5 CH | 5 ECTS

Covering production and operations management, this course focuses on productivity analysis which contributes to improving businesses and creating a competitive edge. Students will be given an introduction to logistics and supply chain management, and examine inventory control systems, planning of material requirements and manufacturing resources, and quality controls. During this course, students will undertake a projection project that will allow them to put the theoretical knowledge they have acquired into practice.

3.5 CH | 5 ECTS

Digital business is about advancing digital transformation by applying technology to improve processes, expand automatization, open new markets and add value to the business and its customers. This course provides insight into the key concepts, technologies, applications, and strategic organization of digital business. Students will learn to analyze the development of competitive advantage through the use of digital technology; evaluate current trends and types of technology used in digital businesses; examine how digital technologies can be integrated within businesses; and assess different approaches to the development of digital platforms and e-commerce services.

3.5 CH | 5 ECTS

Students will increase their knowledge and comprehension of financial analysis in the major areas of financial reporting, comparative financial statement analysis, sales forecasting, budgeting, and cost-volume-profit analysis.  They will learn how to comprehend, evaluate, and interpret financial and managerial data, which are essential skills for business managers in any field. On completion of the course, students will be able to: analyze cashflow statements; compute the cash flows from operations; understand investments and financial transactions.; complete a comprehensive financial ratio analysis from all stakeholders; prepare cash budgets and sales forecasts; and formulate a cost-volume-profit analysis and a break-even analysis.

3.5 CH | 5 ECTS

From market research to developing a comprehensive business plan, this course provides students with a comprehensive understanding of the fundamentals of what starting a new business or developing a business idea entails. The role of a business developer in both an entrepreneurial and intrapreneurial setting will be examined, and students will learn how to distinguish business development from other functions by Identifying the skills required for a business development role. During the course, students will develop a comprehensive business plan on their own, which will allow them to put the theoretical knowledge they have acquired during the course into practice.

3.5 CH | 5 ECTS

The primary objective of the course is to expose students to the varying complexities and considerations of communications technology, taking a closer look at the impact new technologies have had on current and future business communication. Innovative digital communication serves as a practical course, aimed at empowering future communications professionals with the knowledge necessary to adequately understand contemporary tools being used throughout a multitude of businesses and organizations.

3.5 CH | 5 ECTS

In this course, students will develop and apply approaches to effective interpersonal communication in global contexts. They will acquire key communication competencies and strategies for building interpersonal relationships and resolving conflict, and hone communication skills that will allow them to build and maintain relationships at work and in social environments. Students will learn to identify cultural differences, their impact on communication, and their role in building strong interpersonal relationships.

3.5 CH | 5 ECTS

This course focuses on the discipline of strategic management and provides an opportunity for students to bring together all that they have learned in the program as a whole, integrating and contextualizing their knowledge. It draws upon strategic management theories, concepts, methods and tools to nurture each student’s capacity to think strategically about organizations in terms of uncertain external development contexts and current strategic positions, and to identify potential for pursuing alternative strategic development paths and maintaining a competitive edge.

3.5 CH | 5 ECTS

In this course, students will learn how to develop a strategic marketing plan for a company and/or brand. They will acquire knowledge of the specific tools and skills required to implement key stages of any marketing strategy: analysis, segmentation, targeting and positioning, execution and control. On completion, students will be able to apply the analytical frameworks used to harmonize organizational goals and resources with market needs and opportunities; execute segmentation, targeting and positioning plans; create marketing strategies and programs; formulate a strategic marketing plan for a company or brand; and systematically review the outcomes of a marketing plan.

3.5 CH | 5 ECTS

This mandatory course is designed specifically for all bachelor’s students in their second year of studies. The course acts as a guide and a practical stepping-stone to conducting real-world business and management research by teaching students how to design a real-world business research project. Students will be able to use the array of academic and transfer skills acquired in this course in their coursework; independent research; cases; business plans; and in their dissertations. The current course deals primarily with academic writing, authorship, referencing and bibliography, and contains a brief introduction to the EU Business School’s dissertation process.

3.5 CH | 5 ECTS

This course explores the integration of traditional and digital strategies to build and maintain a favorable public image and organizational reputation. Students will get familiar with the planning and development of organizational campaigns for key stakeholders and publics, the managing of events in a digital context, and modern communication dynamics. Through practical case studies, students will gain a holistic understanding of organizational communication, its dynamics and the management of interactions with stakeholders. This course will cover aspects such as understanding relevant public bodies, organizational strategies and event management to create engaging experiences.

3.5 CH | 5 ECTS

In a context in which many companies have similar products and digital platforms have made promotion more accessible, effective branding can be the key difference when it comes to consumer value. Students will delve into the foundations of branding, focusing on the development and communication of brand narratives that resonate with the target audience. This course will emphasize the use of digital platforms to create strong brand messages that align with the values and aspirations of consumers. Students will understand how to build a strong brand identity that effectively reflects the value offered to consumers, and how differentiating from other brands and offerings through these communication strategies is key in such a competitive context.

3.5 CH | 5 ECTS

This course deals with the complexities of developing digital campaigns tailored to diverse consumer personas across different media platforms, including social media, search engines, websites or applications. Students will learn how data-driven strategies help us identify and understand different customer segments and their digital habits, which will enable them to create and personalize digital communication plans. Some key aspects that students will address in this course deal with researching and understanding customer segments, familiarizing themselves with digital habits, navigating the complexities of digital media channels and their different metrics, and fostering consumer engagement.

3.5 CH | 5 ECTS

Students will analytically review and frame two business cases, analyze their issues/problems, evaluate the options and the course(s) of action, and provide recommendations, solutions and justifications. In this course, students will be exposed to selected case studies in order to fully appreciate the nuances and complexity of business-based problem-solving. While studying different cases, students will be encouraged to think creatively, reflect critically, and design viable solutions. By doing so, students will enhance their logical, analytical, and decision-making skills.

3.5 CH | 5 ECTS

This course deals with the complexities that confront businesses and organizations worldwide as technologies advance at breathtaking speed and threaten to replace jobs, roles, and responsibilities. Students explore the multiple considerations that management must take into account in order to effectively transform their businesses, while simultaneously staying competitive in their own industries. Specific issues that need to be addressed in order to determine optimal changes include levels of disruption, cultural perspectives, knowledge management, and a wide range of data analysis.

3.5 CH | 5 ECTS

This course focuses on the concept of innovation as applied to leadership challenges. Students will study how innovative approaches can be applied to issues in fluctuating business environments. The course provides opportunities for discussion of design thinking techniques, with students gaining an understanding of how to apply innovative solutions to new venture creation and organizational transformation. Students will develop their skills in critical thinking, collaboration and strategy formation. The study of innovative organizational culture, together with the principles of partnership and future orientation, helps to promote an entrepreneurial mindset that is relevant across a variety of roles and industries

3.5 CH | 5 ECTS

In business today, the main objective of graphic design is to create effective web and promotional materials for society and within organizations. With the continuous development of new visual technologies, graphic designers are constantly developing their skills and techniques, making use of their knowledge to construct more compelling, user-centered web design, artwork, logos, advertisements, packaging, illustrations, animations, corporate identity designs, printed materials and editorial layouts. This course provides a contemporary approach to graphic design, where students learn about new digital tools while acquiring the knowledge to effectively apply content to interfaces and business-centered promotional materials. Students will acquire a deeper understanding of the impact of readability and typography on message dissemination, discovering the critical roles that visual aids play in conveying meaning to the public as well as employees within a business or organization.

3.5 CH | 5 ECTS

Content has become a pivotal aspect of communication, comprising essential forms such as videos, website blogs, podcasts and social media. This course focuses on the art of crafting compelling and impactful digital content that results in effective communication. With a focus on storytelling and creative communication, students will learn the nuances of content creation in the contemporary digital landscape, how to tailor and adapt messages to different platforms and how to use different multimedia tools and techniques. The course places a strong emphasis on how through understanding consumer preferences and creating captivating content, companies can position themselves effectively and stay relevant in an ever-evolving context.

3.5 CH | 5 ECTS

Ethics are indispensable when addressing complex issues, and the media holds an important role in interpreting and portraying reality for massive audiences. This course analyses the main topics of media ethics through a historical journey from the earliest philosophical conceptions to the most disruptive modern approaches, while looking at ethics across specific areas such as journalism and advertising. It also tackles the importance of propaganda, persuasion and law, offering a comprehensive view of the future of ethical considerations. Students will be able to reflect on relevant and current debates concerning business digital communication, including strategies regarding privacy concerns, the ability of AI to alter perceptions and how to collect data ethically.

3.5 CH | 5 ECTS

This module studies global business using a combined strategic and economic approach. The recent major global economic shifts are explored, and current international business events are analyzed. Students will study the key theoretical underpinnings, trends and challenges of international trade and foreign direct investment. They will analyze the importance of government and institutions in controlling/regulating international business behavior. The long-term sustainability of businesses in the ever-changing, and often hostile, global business environment is considered, in order to understand the critical role played by strategic management.

9 CH | 10 ECTS

Improvements to processes, services, products, people, and systems are core to the strategy of organizations. Improvements bridge the gap between current and required performance to add value and achieve and sustain a competitive advantage in the long-term. Effective consultation and project management using appropriate business improvement and research methodologies is key to the successful implementation of change. In this two-part module students will explore how to plan, organize, motivate, and control resources to achieve defined goals, on time and to agreed cost and quality criteria. Using a consultative approach, students will be challenged to make decisions based on their own research to provide practical advice and solutions to real-life scenarios taking into consideration the organization’s constraints. They will liaise with employers, establish agreed objectives and present their findings in a clear, business-focused report and presentation.

9 CH | 10 ECTS

Students will gain a thorough understanding of the added complexities involved in global marketing and how these impact on the formulation of marketing plans and strategies through this module. It builds on the knowledge and concepts acquired earlier in the program. This model familiarizes students with a range of issues and concepts encountered by international marketers and provides the theoretical framework for analyzing and implementing them in a real-life business situation. Assessment is coursework-based, designed to enable students to demonstrate their ability to approach a business challenge as a marketer and business manager. The assessment methods used on this module will also help develop key skills desired by employers, such as critical analysis, business report-writing and presentation skills.

9 CH | 10 ECTS

This module examines the concepts of leadership and management. It explores the similarities and differences in the roles and responsibilities of leaders and managers in the workplace and the development of leadership theoretical approaches as well as the practical application of these within organizations. Students will analyze the skills and competencies of effective organizational leaders and examine alternative methods of leadership development to enhance these.

9 CH | 10 ECTS

Improvements to processes, services, products, people, and systems are core to the strategy of organizations. Improvements bridge the gap between current and required performance to add value and achieve and sustain a competitive advantage in the long-term. Effective consultation and project management using appropriate business improvement and research methodologies is key to the successful implementation of change. In this two-part module students will explore how to plan, organize, motivate, and control resources to achieve defined goals, on time and to agreed cost and quality criteria. Using a consultative approach, students will be challenged to make decisions based on their own research to provide practical advice and solutions to real-life scenarios taking into consideration the organization’s constraints. They will liaise with employers, establish agreed objectives and present their findings in a clear, business-focused report and presentation.

9 CH | 10 ECTS

This module seeks to develop an understanding of the emerging area of international entrepreneurship, and how that knowledge can be applied to a real-life situation. In recent years, international business and entrepreneurship have been coalescing into a single cognate area. Trading blocs such as the EU highlight entrepreneurship as an engine of economic growth and SMEs are becoming more international thanks to technological advances. At the same time globalization has prompted the re-emergence of local cultures which influence the growth of entrepreneurship in diverse ways. Creating an in-depth appreciation of these issues will enable students to apply theory to inform, evaluate and enhance potential international entrepreneurial ventures.

9 CH | 10 ECTS

In this course, students will learn to think and act like business consultants. They will conduct a specific project through which they will learn the latest business and project management methodologies and tools, examine the main challenges faced by businesses, and apply this knowledge to make informed decisions. Students will develop their problem-solving, strategic-thinking and project management skills, essential for managing projects of all sizes, and learn to identify any gaps between realities and expectations and define possible approaches, options, and solutions.

3.5 CH | 5 ECTS

The primary objective of the course is for students to explore the roles and responsibilities of leaders and entrepreneurs in the workplace and the development of theoretical approaches as well as their practical application. Students will analyze the skills, traits and competencies of effective leaders and examine alternative methods of leadership development. On successful completion of the course, students will be able to critically evaluate the roles and responsibilities of leadership; critique the challenges of entrepreneurs in contemporary business management; assess alternative theoretical approaches to leadership; and construct comprehensive business models.

3.5 CH | 5 ECTS

All management and leadership positions require important soft skills and aptitudes, including a capacity for collaboration, critical thinking, negotiation, and public speaking. In this course, students will learn to identify their own strengths, as well as areas where they could improve, in order to develop as confident future leaders. Topics covered include effective time management; learning how emotions can be interpreted and managed to create effective leaders and inspire teams; how to exhibit an accurate sense of self; how to apply a wide range of tools from several disciplines to solve problems effectively and creatively; select the correct negotiation style or strategy for specific situations; develop their business presentation skills.

3.5 CH | 5 ECTS

This course is designed to introduce students to both the theory and practice of social, company and state protocol. Protocol is of vital importance in today’s business, political, and social life - as it lays down a framework of mutual expectation and respect covering different cultures and practices. The course discusses the main rules governing a wide range of activities, from business meetings and diplomatic receptions to charitable or sport events. Attention is paid not only to face-to-face encounters, but also written communications, telephone, email, social and electronic media protocols. Rules may differ from country to country and it’s important to understand their relationship with the underlying business, social and political culture. The theoretical core is supplemented by extensive case study analysis of contemporary protocol history. Public relations analysis is also carried out throughout the course.

3.5 CH | 5 ECTS

The primary objective of the course is to learn how to prepare, plan and carry out successful negotiations in a business context. The need for negotiation skills arises wherever joint decision-making is necessary. The aim of effective negotiation is to create maximum value in the deal-making process. This practical and experiential course looks at theory and research on negotiation across different scenarios and then puts learning into practice which is later reflected upon. The second part of the course is dedicated to understanding lobbying and its functions within different forms. Students will be able to appreciate the various positives of lobbying, as well as understand the various ethical underpinnings of modern lobbying.

3.5 CH | 5 ECTS

It is often difficult to attract a substantial audience for any one vehicle in the crowded media sector today. Not only are viewers’ media choices more diverse, but the audience is more diverse as well. The media landscape is changing, with new media. This course looks at media effects theory and its implications, the components of a media plan and the negotiation of media packages. Students will learn to identify the most suitable media and advertising strategy and be able to develop a media plan and strategy for different cases and competitive situations in businesses and organizations, developing a deeper understanding about how to build reputations and brands effectively.

3.5 CH | 5 ECTS