Dr. Ángel del Castillo gives our GEMBA students a Masterclass on the Role of Commercial Management in Value Creation.

EAE Business School Madrid’s Joaquín Costa campus welcomed over 40 students from the October 2022 intake of the Global Executive MBA (GEMBA), who have come for their residential period in EAE Madrid from 19th to 23rd September.

On their first day, after the Welcome session and the program presentation, the students took part in a Masterclass on the role of Commercial Management in value creation, led by Dr. Ángel del Castillo, the Director of the GEMBA.

From a highly practical perspective, the Masterclass focused on calculating value for the customer and how Commercial Management plays a key role in creating this value.

During the session, Dr. Ángel explained that “the objective is to increase the value delivered to the customer or, in other words, the gap between the benefits (yield) and costs perceived by the customer.”

From this starting point, the participants examined the different ways in which value can be created.

In addition, the students learned how to evaluate a benefit or yield in relation to similar products or services on the market (relative yield), as well as with respect to the cost, by comparing to the price of similar products or services in order to obtain a relative price.

Lastly, the students had the chance to see how to draw up a value map.

This Masterclass formed part of the first day of the welcome activities for the  residential period that the students of the Global Executive MBA have to complete. The residential stage lasts for a week, during which the students take part in different activities, with the opportunity to attend training sessions on executive skills, leadership and change, as well as financial management and global economics.

The GEMBA students will also take part in two other residential stages over the course of the academic year, one at Pace University in New York and the other at the UBI Business School in Singapore.