Archivo de la Categoría ‘Program Structure’

Quedan menos de tres meses para que La Liga de fútbol en España concluya y no puedo dejar de sorprenderme del alto número de equipos que no tienen publicidad en sus camisetas. Hasta este año, el único equipo que no presentaba un patrocinio comercial era el Barcelona pero este año cambió Unicef por Qatar Foundation en un acuerdo muy criticado pero altamente rentable (más de 30 M € por año, el contrato más alto firmado hasta la fecha por poner la marca en una camiseta).

A día de hoy, en la liga española hay 9 equipos sin publicidad y en los otros 11 la situación es extraordinariamente dispar. Mientras el Barcelona y el Madrid reciben 30 millones cada uno (al Real Madrid le patrocina la casa de apuestas Bwin), los restantes 9 clubes sólo se reparten 10 millones de euros y ninguno de ellos supera los 2 millones por año (el Athletic de Bilbao con Petronor y el Sporting de Gijón con la publicidad de su ciudad – Gijón / Asturias) El total que se reparte en la Liga es de apenas 70 millones de euros.

Una situación muy distinta se da en la Premier League que se ha consolidado como la liga de fútbol más importante del mundo gracias a su pujanza económica, a haber aprovechado la influencia de la Commonwealth en Asia y a haber conquistado nuevos mercados para su producto.

En la Premier los clubes han conseguido más de 141 millones que se reparten entre todos los clubes (ninguno se ha quedado sin patrocinador). 9 de sus clubes han conseguido acuerdos superiores a los 5 millones de euros mientras que los tres primeros – Manchester United, City y el Liverpool, han cerrado acuerdos de más de 24 millones de euros con sus patrocinadores.

Os dejo aquí un cuadro muy gráfico sobre el reparto de los ingresos económicos de las principales ligas a través de las televisiones (publicado en www.abc.es)

Lo que me llama la atención no es la diferencia entre las ligas sino el hecho en sí mismo de que casi la mitad de la competición española no cuente con un patrocinador. ¿Cuáles son las razones?

Sin duda, la respuesta es difícil. La Liga presenta buenos datos de audiencia, la presencia de estrellas mundiales aseguran espacios en todos los medios de comunicación e internacionalmente, el fútbol español vive su mejor momento. Sin embargo, la realidad es que las cuentas no acaban de salir. Y esto puede comprometer a medio plazo la competición y el atractivo de la misma para nosotros como gestores de marcas.

Puede ser sólo la punta del iceberg pero es evidente que en el deporte español está pasando algo preocupante. La Liga ACB pende de un hilo a la espera de saber si RTVE va a suprimir su patrocinio, los clubes de fútbol deben más de 750 millones de euros a Hacienda, en el ciclismo, las carreras locales y autonómicas se están cancelando por la crisis que viven las Administraciones, el plan ADO (artífice de los éxitos olímpicos de nuestro deporte en estos últimos 20 años) no tiene claro su continuidad…

Me pregunto si quizás no hemos sabido cuidar a una de las gallinas de los huevos de oro que tenía nuestro país (en términos de imagen exterior, de transmisión de valores positivos a otros mercados…) y nos hayamos conformado con sustentar estas actividades con el apoyo público y ahora no estemos preparados para sobrevivir a una crisis de las Administraciones Públicas.

¿Qué pensáis vosotros?

Muchas gracias y feliz día.

Jesús Rebollo

PD. Si os interesa este tema, en el IE Business School tenemos un programa internacional de marketing deportivo que os v a interesar. Os dejo su web http://master-sports.ie.edu/

I would like to kick off the 2012 Marketing Weblog, recalling a thought brought in by our Dean (Santiago Iñiguez) in the last Associate Professors Meeting of the IE Business School: The importance of raising multidisciplinary executives.

Those of you that have already studied at the IE, are aware that we try to do so: No matter what sort of field you are  going to specialize o, we take take a twofold approach by teaching everybody all sort of enterprise areas (be it Finance, HR, Markeitng, Operations, IT, etc), and trying to cover case from different industries in every subject.

However, what Mr Iñiguez was referring to and I am actually trying to point out goes beyond that. Of course, it is essential to have a broad vision of all the areas of the company and be able to understand what are their keys. Moreover, it is also highly recommendable to understandable different drivers and business models from different industries in order to consider best practices for ours. But, this is just the first step. The next steps and what actually could be making the difference is the know-how and skills that your develop when managing something non-related to your business.

Let me give you two examples, to exemplify what I mean:

The first is one is somehow well-known: Steve Jobs. s you might be aware one of the first hits that Jobs put into practice was the introduction of new fonts usable with your PC. At that time it was somehow assumed that there was a standard writing for the PC and noone thought at that moment, that it could make sense to work with different options. So, how did Jobs come up with such an idea? Well, the idea came from the caligraphy classes that he took at College. He actually took them because he simply liked the subject and not because of any potential business use. But eventually, it helped him to view the reaility differently and come up with new disruptive approaches.

And the second one, which is unknown but eye-opening, is coming from a brazilian friend that was a monk from a yogi organization for many years. During those years as a monk he learned to meditate deeply, and developed a unusual ability for observing objectively with an incredible level of attention. My friend decided at some point to leave the monastery and resume his business career in Brazil. Where he has been amazingly successful in a multinational company doing research, thanks to his unique ability to observe customer behavior in the field.

These are just two examples, but I am sure that you can also think about similar ones, that should make ourselves reconsider what sort of managerial training you are getting and what should be your next step.

I am not saying that business training and refreshing is not important (actually it is to a big extent a conditio sine quanom for success), but a suggestion to go beyond strict business and open your mind. It will end up making personal and professional sense!

So, let me conclude with two questions for 2012: What are you going to to for your executive training in 2012? How are you are you going to open your mind?

THINK DIFFERENT!!!

Ignacio Gafo

 PS: Needless to say that at IE Business School we are fully aware of this necessity and are actually incorporating humanities in most if not all our Programs and MBA. Take the IE Brown Executive MBA as a good example of what I mean.

London is the city where the most important advertising, marketing, media and PR companies are based. The main
purpose of this period is to have a 360º of the digital advertising world. In order to develop a complete overview of the “digital advertising and marketing space” you will visit the biggest advertising and marketing agencies, media companies and the ad:tech exhibition. All these activities will be combined with several classes taught by IE Business School faculty.

The ad:tech exhibition in London is an interactive advertising and technology conference dedicated to connecting all sides of today’s brand marketing landscape. Worldwide shows blend keynote speakers, topic driven panels and interactive workshops to provide attendees with the tools and techniques they need to compete in a changing world.

AdTech: http://www.ad-techlondon.co.uk/

Walk around 2007 exhibitors’ fair in the following video.

Ad Tech fairs continue to be an absolute must-attend for this industry’s professionals. That’s why we are partnering with DMG (which organises these events worldwide, not only in London but in NY, Beijing, Singapore, San Francisco, Miami, Chicago, Sydney, Hamburg, Paris, …) so our students can enjoy the full experience in Europe’s main city regarding e-marketing, not only by attending the fair but also by visiting major players in the City (like Media Contacts, Nielsen-Netratings, Wordtracker, Microsoft Digital Advertising Solutions, Google, E-bay, FT.com, Headshift,…) and going through hands-on learning at their facilities…

These visits will allow you to develop your network of contacts within a large number of companies operating within the industry, whilst also contributing to the international experience of the program.

Which exact companies would you be interested to visit while in the City?

Best regards

Manuel A. Alonso Coto

This program will combine face-to-face periods with online periods. The first and last periods will be held at IE Campus in Madrid and London will play host to the second.

The residential periods permit students to work with concepts and skills that require physical presence, establish contact with the professors and interact with their fellow participants.

During these periods different activities take place, such as seminars focused on skill-building activities, presentations of individual and group projects, assessment tests for monitoring the students’ progress, and conferences or visits to relevant enterprises of digital advertising market.

Based on the case method and facilitating team work, the methodology of the Master in Digital Advertising
and Communication focuses on real business cases discussion and analysis of specialized issues. It is
enhanced by the participants’ experiences and moderated by the professor in such a way that it fosters decision making and problem identification.

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The virtual campus is the fundamental point of reference for the online activities that form a communication
platform for group work and for the teacher-led online sessions. Students participate in online forums and
discussions and have easy access to the comments, opinions and experiences of professors and fellow
students, as well as general information on the program.

These online forums will be active 24 hours per day allowing each person more convenient time
management and facilitating active participation and contribution.

If you are interested in cheking how our virtual campus works, please contact marta.perez@ie.edu and arrange a demo with her. But apart from that, I’m sure you’ll have seveeral other doubts about our metohdology. We’re here to work them out. Just shoot!

Best regards

Manuel A. Alonso Coto

In order to help students to match their education and professional duties we have developed the program under the concept of a blended learning experience. Thus three short face to face periods will be combined with two online ones.

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In order to give you a real taste of the industry we will count on sessions which will run in parallel with the subject and will reinforce the practioner-oriented component of the program. These sessions called “Web Straight Input Conferences” will last and hour and a half each and will be delivered live both via videoconference an collaborative balckboards.

At the moment we are selection the practitioners who will be hosting the Web Straight Input Conferences. Any preference or suggestion?

Best regards.

Manuel A. Alonso Coto