www.eoi.esMadrid / Spain

A customizable program for fostering an

entrepreneurial attitude

THE MBA EXPERIENCE

A customizable program for fostering an

entrepreneurial attitude

THE MBA EXPERIENCE

InforMAtIon contAct thembaexperience@eoi.es

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Dear student,

First of all, I would like to welcome you to EOI Business School as you start on a long, intense path that will de-mand much academic, personal work and effort, and that will stand you in good stead for the future.

I would also like to thank you for placing your trust in our institution and congratulate you on being accepted as a student at EOI.

and objectives that we share. This mission dates back to 1955 when the Ministries of Industry and Education mutually agreed to found EOI with the mission of “en-hancing the training of company executives and anyone who may hold a managerial position in the future”.

Since then this mission has prevailed on all training courses delivered at our institution, making our students assets for the corporate and executive community.

We hope that your expectations are more than met with the help of EOI’s team who will try and ensure that your experience at EOI is enriching.

I would ask you to read this handbook carefully, and I sincerely wish you much success in your professional and personal development.

Yours,

ADOLFO CAZORLA MONTERODirector General

Escuela de Organización Industrial

The current economic situation has created a complex environment for all types of companies and organisa-tions, and that continues to create an increasingly un-certain business context. In this situation traditional strategies are rendered less effective and useful, which means that when this high level of uncertainty is added, even new strategies have a much shorter lifetime.

-ses and new business models. These challenges de-

and management in a changing environment.

As a vanguard business school, EOI responds to these challenges by stepping up to train new leaders. Our mission is to give a unique reply that stands out from these challenges and enables our students to attain the skills needed to take on this responsibility.

Our students discover and develop their leadership ta-lents and gain new skills and competencies as part of a group of students and a global pool of professors to help them improve their employability and become part of an extensive social network.

needs. We offer you the possibility of tailoring the pro-gramme to your needs and preferences. You will be able

method focuses on problem solving and real life situations, developing the skills to connect teams and networks (for-mal and informal), and supporting co-creation and co-work.

We emphasise innovation, entrepreneurship and sus-tainability as key concepts for understanding and being successful in these new environments.

We want this program to be an unforgettable experien-ce, where you are at the heart, and you hold the key for deciding what you want to make of it.

I invite you to get to know us better. WELCOME TO SPAIN, WELCOME TO EOI

RAMÓN GURRIARÁNPostgraduate and Executive Education Director

Escuela de Organización Industrial

WELCOME

EOI opened its doors on July 12, 1955 as the result of an agreement between the Ministries of Education and

those years in the book “EOI, 50 Years in the Vanguard”, by the journalist Pedro A. Muñoz with the contribution of Professor Emilio de Diego’s valuable investigative work on the School’s history, published in 2005 as part of the celebrations of the School’s 50th anniversary.

During our 50 plus years we have made a decisive contribution to the modernisation of the Spanish economy and industry, and have been the protagonists of some of the most important milestones in the training of directors in Spain. For instance, in 1976 we began offering Environmental Programmes, making us the

recognised diplomas.

REFERENCES

Throughout our history we have reached very important landmarks, which have established us as the dean of schools of centres imparting knowledge and training in Spain.

> 1959. Pioneer in research of Innovation

> 1st business school in Spain focusing in Environmental Education and Training since 1976

> 1st business school in Spain with a presence in Latin America since 1992

> 1994, Entrepreneurs and SMEs training promotion under the support of the Structural Funds of the European Union

> It has pioneered distance training since 1997 developing an outstanding on line training methodology

> 1st business school in Mobile Learning since 2009

> 2010. Introduction of the Design Thinking methodology.

> 2012. Innovation with MOOCs, massive open on line courses.

> 2013. Pioneer in Big Data and Business Analytics Training

> 2014. First business School in Social Networks with more tan 300.000 followers.

TO BOOST AN ENTREPRENEURIAL ATTITUDE

The world we live in has changed and is changing at a breathtaking speed. What should professionals who lead organisations be like in this type of environment? This is the big question we asked ourselves when we

This is why we, together with diverse stakeholders, carried out an analysis of the current situation and in the foreseeable future.

Characteristics of the current situation:

> Accelerating change. If anything is characteristic of the times we live in, it is no longer change itself, but the accelerating pace of the changes. The environments are changing at unprecedented speeds, requiring companies and professionals to adapt themselves to living in these changing environments.

> Globalisation. Economic activity does not have any borders. Any company can compete globally at its level and any professional can carry out his work in any environment. Talent is also global and companies compete for professionals with a global mentality.

> Uncertainty. Living and working with uncertainty. The speed of the changes means the future is less foreseeable and more uncertain. The survivors will be the companies and professionals who know how to manage uncertainty and adapt themselves to constant changes.

> Total connectivity. This is undoubtedly one of the greatest changes in the last 20 years and one that has only become stronger in the last few years.

of information increases exponentially. This has changed the rules about how companies relate to their customers and their professionals. The Internet culture based on freedom and transparency has changed the old rules.

> Permanent innovation. Clearly permanent innovation is the only response to accelerating change, globalisation, uncertainty and total connectivity. Although perhaps permanent innovation is what has given rise to all of these aspects that characterise the current situation. Clearly innovation has made its way into every level: products, services, processes and management, especially management

PROGRAMME

VISION

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WhAt trAItS DoES A ProfESSIonAL nEED In thIS nEW EnvIronMEnt?

In the words of Gary Hamel in “What matters now”, in a more stable, local environment with a slower pace of innovation, a professional would build his career emphasizing three elements: obedience, diligence and know-how.

However, all of those have become a “commodity”, something undifferentiated which, in the global market, millions of people offer.

A professional’s differentiation will come from other attitudes and behaviours characterised by:

> Initiative. The ability to propose new bases and solutions without waiting for any type of indication, in search of permanent improvement.

> creativity. The ability to find new solutions, to focus on individuals and escape the prevailing status quo in an organization.

> Passion. Energy, enthusiasm, desire, drive, putting life into the efforts to reach a goal.

And how do we at EOI define these traits?

We call it ENTREPRENEURIAL ATTITUDE, the attitude that enables professionals to work on their own project or in the corporate world and develop and grow in this new environment.

IN IT IATIVE, CREATIV ITY AND PASSIONS - THE TRAITS OF

ENTREPRENEURIAL ATTITUDE

EOI EscuEla dE OrganIzacIón IndustrIal’s vIsIOn Of thE MBaHelping professionals understand the new environment in which they will have to develop by igniting among themselves an entrepreneurial attitude through initiative, creativity and passion, with a strong ethical component that will enable them to create wealth and employment in the environment where they carry out their responsibilities.

PASSION Needs XXI Century

“EntrEprEnEurial attitudE”

Needs XX Century

INIT IATIVE

DIL IGENCE

CREATIV ITY

KNOWLEDGE

OBEDIENCE

Source: Gary Hamel “What matters now”

Learning how to live with uncertainty and being able to analyze complex situations and act quickly are keys in this new age both businesses and individuals are facing on the global scale. We call this an ‘entrepreneurial and innovative attitude to management’ which, through the knowledge, skills and attitudes that we will develop throughout the International MBA program, will prepare you for this new scenario.

This Master will enable you to enhance key leadership, personal development and communication abilities,

as well as essential skills required in the management of resources. It will help you to develop critical and creative thinking for problem solving through proposals for new ideas.

The International MBA program is aimed at open-minded, eager people who are tolerant to change and diversity, willing to share their knowledge and concerns and to work in a demanding environment with accountability. It will make you a participant in a global culture, new management paradigms and new ways of acting.

WHAT IS THE

MBA EXPErIEncE?

International Experience

Employability Workshops

conferences

EOi launchpad

EOi lEadEr+

EOi digit@ll

EOi SOcial

MBa

KnOwlEdgE fOr

ManagingSpecialty (optional)

- International Business- Finance

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foUnDAtIonS for thE MAnAGEMEnt of orGAnIZAtIonS

> International economic environment

> Financial analysis for decision-making

> Quantitative methods for management

> Organizational behaviour

> Project management

> Market research

> Strategic analysis

MAnAGInG for vALUE crEAtIon

> Big Data and business analytics

> Marketing policies

> Human resource management

> Financial management

> Operational excellence

> Cost systems

> Customer experience

vISIon froM thE MAnAGEMEnt AnD IntEGrAtIon of StAKEhoLDErS

> Strategic planning and execution

> Strategic marketing

> Corporate finance

> Management control

> Sustainability

> International political analysis

confErEncES

In today’s world learning is not limited to the classroom and the professors of the programme. We want the learning experience to be complete so that a student in the MBA receives an integral view that will enable him to tackle situations with a multidisciplinary vision.

Knowing tendencies in different fields, sharing real life experiences of entrepreneurs and directors, exchanging opinions with experts from different sectors, are just some of the opportunities at EOI in the “Conferences” programme.

We also want to take advantage of all the resources that we can make available to our students through alliances with other institutions, whose conferences and encounters may also be of interest to our students.

In short, it is an opportunity to expand the learning experience and obtain as much information as possible in support of their professional development.

fInAL ProJEct

During the Master, a Final Project must be undertaken in teams. A tutor will be assigned to work closely with the students in selecting a challenging case study, drawing a constructive analysis, designing successful strategies in an innovative and creative way.

EoI+

We complete your training with the program EOI+, a set of activities throughout the Master that will take your training beyond technical expertise. This is a commitment by EOI to train the best professionals holistically, with skills and values of our time.

EoI LAUnchPADThrough EOI Venture Launchpad you will have the opportunity to develop a comprehensive entrepreneurship program that lets you implement a new project at the end of the Master. You will be able to develop entrepreneurial skills that are essential in any organization such as initiative, creativity and passion.

MBA

ProGrAMMEThe specialty will provide the students a specific complement to their training.

thE AvAILABLE SPEcIALItIES ArE:

> International Business:The general objective of the course is to improve the competitiveness and to analyze the market entry strategies of companies operating on the international markets.

> finance:The main aim of this course is that students know the most important financial aspects in international trade.

* A minimun requirement of 20 sstudent per group to start a speciality.

MBA

SPEcIALItIES EoI LEADErLeading, decision making, communicating, presenting, negotiating... These are all essential skills for any professional. With the EOI Leader+ program you can train and develop these skills in a practical way throughout the Master.

EoI SocIALThrough EOI Social.es students voluntarily select a social initiative they can collaborate in as a group while studying the Master. This is a way to learn by helping others.

EoI DIGIt-ALL We live in a digital world that is changing society and the way companies perform their activities. Through the EOI Digit-all program you will delve into the basic fundamentals of the digital environment where organizations live and which all professionals should know.

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5. CHOOSING

1. CREATING TEAMS

Create a heterogeneous team to enrich the project

Profiling tools

3. BRAINSTORMING

Be creativeBe innovative. Don't be afraid to take a risk

Divergence, putting o� judgment and convergence

6. CONCEIVING AND PROTOTYPING

Business negotiating/Mission keys

2. INSPIRATION

Separating oneselfand observation

capacities

8. STRATEGIC GOALS

Some well thought out goals are essential for defining the strategy

BusinessOperative

Resour

7. SET UPDefine the pillarsthat will hold up

your project

Issueanalysis

Specify the strategies in the operating action plans

BUSINESSPLAN

OPERATINGPLAN

ENTREPRENEURSHIPSUSTAINABILITY

TripleIncomeStatement

Social

Environmental

Financial

INNOVATION

Ec

4. VISUALISINGSynthesize and draw

your ideas It will help you understand

and communicate them

Go beyondyour environment

to discover new ideas.We need to generate

sustainable value:inextricably social,

financial andenvironmental benefits

‘Sketch’business

model

9. DEVELOPMENT OF THE BUSINESS PLAN

Identify the DNA of your model and build prototypes for validating it. It is what will make you di�erent

Bear in mind thateconomic viabilityand social and environmental sustainability are key criteria when choosing the project

10. FINALPRESENTATION

Contingency plan

11. PROJECT LAUNCH SUPPORT

Development plan

Organisation Model

rce plan

ans

ent

PLAN ECONOMICS

FINANCIAL

conomic base model

Management model

OF PLAN

Sin Palabras 2012

vEntUrE LAUnchPADThe entrepreneurship project is one of the central themes of the programme for igniting a clear entrepreneurial attitude in all the participants.

At EOI we believe the best way to add value to our student entrepreneurs is providing them methodologies and tools to enable them to create successful businesses in today’s complex environment.

We likewise think that the most effective way of learning these methodologies is from experience, in other words, learning by doing. Thus, as the core of the programme, our student entrepreneurs launch a start up using the same principles and methodologies used by thousands of entrepreneurs in Silicon Valley, the Stanford d-school, the Tiimiakatemia of Finland and the Universities of Columbia and Berkeley.

The methodology has three phases: the design phase, validation phase and planning phase.

In the design phase students learn to use tools from design thinking. They learn to create and design work teams oriented to start ups, use observation tools from design research for detecting opportunities, and design value proposals based on the detected needs of

customers. They will also learn how to

apply creativity techniques adapted to business model designs, use visual thinking techniques or techniques from service design. We are in a phase that is focused towards design and where the student observes people and puts them at the core of his model.

The second phase is based on validation and business model prototyping, where our students go out onto the streets looking for the customer. We call this the “outside the building” phase, where the entrepreneur defines his hypotheses of his business model and goes out to validate them in the market. The different parts of the model are tested by looking for the product solution fit and the product market fit. Here we are in a phase that is focused on action, were the student discovers the customer and finds his first early adopters who enable him to understand and learn about the customer and what he is willing to pay for the value proposition.

LEARN, DESIGN, MEASURE IDEAS, PRODUCT,

INFORMATION

The third phase is based on development and execution of the Business Plan, where the investment costs and profitability are calculated, Marketing plans and business planning are designed, contingency plans created, and even arguments are thought out for seeking investors. Here we are in a phase with an executive focus where the student plans and executes the previously designed and validated plan. The goal is for our students to live in first person the experience of creating a real start up, which may even become his personal project after finishing the programme.

At EOI we know that the world moves very fast and to obtain new results we need to come up with different ways of thinking and doing things. That is why we innovate with our own business creation methodologies to adapt them to the new business environment. Throughout this process students are mentored by the school’s professors, many of whom are themselves successful entrepreneurs, businessmen or business angels who guide and are at their students’sides as they develop, in many cases opening doors to important networking. Creating a start up involves giving our students a complete vision of how to carry forward a real business and be aware of all of the variables that could affect the business’ success.

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EMPLoYABILItY WorKShoPS

Employability is the main goal of the programme. Therefore employability workshops are held during the three programme periods to help students identify their professional goals, develop the power to obtain them, and strengthen their management competencies and skills.

The main goal of the workshops is to learn the tools needed for actively seeking employment and helping students throughout the entire process of finding a better job.

This enables students to successfully navigate a selection process by reinforcing their strong points and facing down their weaknesses.

The specific issues covered in these sessions are:

> Reviewing and improving their CV and presentation letters

> Preparing for a job interview

> Participating in group dynamics

> Learning and using all available tools for actively seeking employment

> Learning the specific importance of using social networks

> Learning the keys to developing a professional career in different sectors

Students have the possibility of complementing their training with real life and academic experience in intensive international periods, a period full of opportunities for enjoying and learning.

The seminars are held in a collaborating international institution where modalities and tendencies of international businesses are analysed and studied in lecture sessions, as well as specific subjects in countries at the vanguard. The academic material is complemented with conferences and visits to companies in the country, an extraordinarily valuable learning experience.

This is a magnificent programme for individuals interested in coming into contact with an international environment and learning first hand essential elements of other cultures and businesses.

By living this experience they will learn the reality of other countries and their businesses, obtaining a global economic vision in the broadest sense of the term.

Destinations offered in previous years include:

> USA (SILICON VALLEY OR FLORIDA)

> LATIN AMERICAN COUNTRIES

> EUROPE

INTERNATIONAL

EXPErIEncE

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One of the aspects that distinguishes studying an MBA at EOI is the different methodologies we use with the goal of fomenting entrepreneurial attitude develop-ment in our students.

This is achieved by combining different methodolo-gies, of which stand out:

MoBILE LEArnInG

“Learning is not limited only to a classroom and a limited time, rather learning can be

continuous and ubiquitous”

Technologies enable us to take learning beyond the classroom and make it mobile with devices like tablets. That is why over three years ago EOI began advancing the mobile learning methodology through diverse applications (blogs, Google Site, Video). In this way the MBA learning experience combines face to face, which favours relational aspects and the development of different skills, with the use of technology, which facilitates permanent contact and makes learning more intense in every surrounding, resulting in a complete experience.

LEArnInG BY DoInG

“Build to think, not think to build”

The traditional business school model is an analytical model, where highly rational thinking was emphasised to the point of excluding other factors. However, the new reality makes constant experimenting necessary. Therefore, there is nothing better than using a methodology where you learn by experimenting.

DESIGn thInKInG

“People at the core of the solutions to problems”

Organisations need people to solve problems, but by finding new innovative perspectives. With design thinking, where observation is a basic premise, students will be able to develop more creative solutions that put individuals and their needs at the core of the solution.

MEthoDoLoGYOrganisational management is a profession and there is nothing better than having as professors professionals who day after day develop this activity in their companies.

The team of professors in the MBA programmes has extremely broad management and teaching experience which brings the learning experience as close as possible to business reality.

A SCHOOL OF PROFESSIONALS

for ProfESSIonALS

Aguilar López, JoséManaging Partner, Mind ValueProfessor of Communications

Alonso villasevil, JulioManaging Director of Prainter MediaProfessor of Marketing Policies

Ansett, SeanExperienced Sustainability Consultant.Chief Sustainability Officer at Fairphone, Director, Corporate Responsibility Burberry, University of Cambridge, (Reino Unido)Professor of CSR

Arconada Muñoz, DavidQuality, Processes and Continuous Improvement Manager at OrangeProfessor of Customer Experience

canomanuel Monje, DanielRegional e-business Manger in AXA, Founder & CEO of esecommerce.comProfessor of Digital Marketing

fontanini, AntonioChairman, Erasmus Equities (Venture Capital, Switzerland), Chairman, Informalia ConsultingProfessor of Strategic Marketing

Garin, fionaDirector of HCW Safety in Europe of BDProfessor of Strategic Planning and Execution

Gil, PeterManaging Partner of mdt changeProfessor of Negotiating

Gutiérrez Pérez, tomásManaging Partner of Nova Capital Mergers and AcquisitionsProfessor of Financial Management

Guerra Escohotado, néstorCEO and co-founder of Intelligent Energy Consulting (IEC)Professor of Innovation and Creativity

harrison, tomTom Harrison trading as Partner for Development, Kingston upon Thames, (Reino Unido)Professor of Sustainability applications

hernández-ros otamendi, AnaDirector of Training in AMBERS & Co.Professor of Corporate Finance

Jacopin, tanguyManaging Director of Global BornProfessor of Strategic Analysis

Jiménez fernández, AlfonsoManaging Partner of PeopleMatters in MadridProfessor of Values and Society

Labriet, Maryse-claudeDirector ENERIS Environment Energy ConsultantsProfessor of Environmental Sustainability

Landazuri Plaza, BegoñaHHRR Manager for Iberia and Latin America in FnacProfessor of HR Management

Lane, richardSenior Manager HR Consulting at PricewaterhouseCoopersProfessor of HR Management

López Martínez, félixInternational Business AgentProfessor of International Management

Morán Santón, JorgeManaging Partner of MC ConsultingProfessor of Management Control

Moroy hueto, fernandoDirector of Institutional Relations of Caixa in the Community of MadridProfessor of Entrepreneurial Initiative

Moure García, carlosSales Director in BEEVAProfessor of Information Systems

Muñoz royo, Pedro LuisProject Manager at AirbusProfessor of Project Management

Pérez ortega, AndrésConsultantProfessor of Personal Brand

Pérez Peláez, EstelaCoach and consultant at Coaching IbericaProfessor of Coaching

ruiz de ojeda Zurita, JavierDirector of External Relations in Political Affairs of EADS Corporation of SpainProfessor of Strategic Analysis

Sanderson, DavidNTNU, Harvard University, Oxford, Brookes University, CARE International UK, Visiting Professor, Graduate School of Design Harvard University, Project Manager Oxford Centre for Disaster Studies Trondheim, (Noruega)Professor of Sustainability

Scade, JohnManaging Director MAS BusinessRepresentative of AccountAbility in Spain AccountAbility memberProfessor of CSR

Sedes García, José ManuelSustainability Manager at Vodafone SpainProfessor of Sustainability

Stott, LedaSenior Consultant at BPD Water & SanitationProfessor of Sustainability

toledo fortes, ManuelBusiness Development & Business Intelligence Manager at PharmexxProfessor of Market Research

truran, DanielDirector General de ebbf, Cofounder Impact Hub Madrid, Judge at Stanford University - BASES Social E-ChallengeProfessor of Social Entrepreneurship

vegas Arranz, Avelino A.Independent ConsultantProfessor of International Economic Environment

vilana Arto, José ramónGeneral Director of GRUNDFOS ESPAÑAProfessor of Operative Excellence

*The Teaching Staff associate to EOI can be modified according to the specific needs and circumstances of each Program

Madrid / Spain

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MADRID CAMPUSAvda. Gregorio del Amo, 6

Ciudad Universitaria

28040 Madrid

ANDALUCÍA CAMPUSLeonardo da Vinci, 12

PCT Cartuja

41092 Sevilla

MEDITERRANEAN CAMPUSPresidente Lázaro Cárdenas del Río,

esquina C/ Cauce

Polígono El Carrús 03206 Elche (Alicante)

MORE INFORMATION: thembaexperience@eoi.es