CONSUMER BEHAVIOR 🔗
This course is an immersive exploration of the diverse factors influencing consumer choices, preferences, and behaviors. It offers a comprehensive understanding of the psychological, social, cultural, and economic factors that shape consumer decisions, and then uses real-world examples in Spain, one of Europe's most dynamic markets. The course begins by establishing the foundational theories and frameworks in consumer behavior. Students will learn about the psychological aspects underlying consumer choices, including perception, motivation, learning, attitude formation, and decision-making processes. Building upon this foundation, the focus will shift towards examining how these theories manifest with case studies, including within the unique context of Spain. Key topics covered in this course include cultural influences on consumer behavior, marketing strategies and consumer engagement, consumer trends and market dynamics, retail and consumer experience, and ethical consumption and sustainability.
ENTREPRENEURSHIP & INNOVATION IN EUROPE 🔗
This course provides students with an in-depth understanding of the entrepreneurial and innovation ecosystem in Europe, with Barcelona as a focal point for experiential learning. Students will analyze how European institutions, cultures, and policies influence entrepreneurship and innovation, and they will examine how start-ups and established firms across Europe develop competitive advantages in a global economy. The course will cover the following themes: European Entrepreneurship Context, Policy and Ecosystem Development, Innovation Models, Sectoral Entrepreneurship, Venture Financing, and Case Studies in Barcelona and Beyond. Field visits to local start-ups, incubators (e.g., Barcelona Activa, Pier01), and innovation districts (e.g., 22@) will complement classroom learning, providing students with direct exposure to European entrepreneurial practices.
FOOD AS AN EXPRESSION OF CULTURE IN SPAIN 🔗
In this course, students will embark on a journey through the rich traditions of Spanish food and culture, with a special emphasis on the Western Mediterranean as a crossroads of civilizations. This immersive experience highlights how gastronomy reflects cultural identity, history, and health, while also revealing Spain´s global influence. The course will cover key dimensions of food and culture, including historical context, cultural heritage and identity, the Mediterranean triad, the Mediterranean diet and health, intercultural influences, sensory experience and vocabulary. Field visits to local markets, food producers, and cultural sites will complement classroom learning, offering students direct engagement with the living traditions of Spanish gastronomy.
GLOBAL INTERNSHIP SEMINAR 🔗
The Global Internship Seminar serves as a point of integration regarding the students’ experiences in the Summer Internship Programs in Barcelona, Madrid, Málaga, and Buenos Aires. Although students will be placed in individual internships, they will collectively take part in the online seminar to understand expectations, set personal objectives, develop cultural competences, identify and strengthen specific skills, critically reflect on their progress, share experiences, and learn from one another throughout. In this seminar, which is focused on understanding the application of theory to practice, students gain real world work experience while developing intercultural agility—skills and experiences which are critically important to personal, academic and professional success.
HISTORY OF POLITICAL & SOCIAL MOVEMENTS IN SPAIN & CATALONIA 🔗
This course provides a comprehensive exploration of the history of political and social movements in Spain and Catalonia. Delving into the rich tapestry of events spanning centuries, students will gain a profound understanding of the complex forces that have shaped the political landscape and social fabric of these regions. The course begins by examining the historical context of Spain and Catalonia, tracing the roots of political and social movements from medieval times to the present day. Emphasis is placed on key milestones, such as the Reconquista, the formation of the Spanish state, and the distinct historical trajectory of Catalonia within the broader Spanish context. Students will critically analyze pivotal moments, including the Spanish Civil War, the Franco era, and the transition to democracy, exploring the profound impact of these events on political ideologies, social structures, and regional identities. Special attention is given to the unique dynamics of Catalonia, its quest for autonomy, and the evolution of its distinct political and cultural identity.
The course incorporates a multidisciplinary approach, drawing on historical, political, sociological, and cultural perspectives. Through readings, discussions, case studies, and academic site visits, students will gain insights into the motivations, ideologies, and strategies of various political and social movements, including nationalist movements, labor movements, feminist movements, and more. Themes such as regionalism, nationalism, identity politics, and the challenges of governance in diverse societies will be explored in-depth. Students will also analyze the role of literature, art, and media in shaping and reflecting political and social movements.
THE ART OF BRANDING: THE CASE OF BARCELONA 🔗
In this course, students will delve into the fascinating world of branding through the lens of one of the most iconic cities in the world—Barcelona. This immersive experience offers a unique exploration of how Barcelona strategically crafted its brand identity and global image, becoming a beacon of innovation, culture, and allure. The course will cover various aspects of branding, including Historical Context, Brand Strategy, Cultural Heritage & Identity, Urban Development & Innovation, Brand Communication & Promotion, and Managing Brand Reputation. Field trips to iconic landmarks, businesses, and cultural hubs within Barcelona will complement classroom sessions, providing tangible experiences to reinforce theoretical knowledge.