Global Business Trends Program

  • Study Mode Presential
  • Language Spanish
  • Duration June, 22nd to 26th of 2020
  • Timetable Monday to Friday from 09:00h to 20:00h
  • Work placements Networking
  • Enrollment Open

Global Business Trends

The Global Business Trends Program is an academic project linked to the knowledge, understanding and interpretation of contemporary global trends that are defining the new theater of operations in different fields and how these contexts will condition business reality globally

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  • ¿Por qué este Programa?
  • Content
  • Attendee Profile
  • Faculty
  • Methodology and degree
  • Duración y calendario
  • Scholarships and special conditions
  • Price, access and admission
  • Additional Information

Global Business Trends is designed to provide attendees with a high level of qualification, in addition to building leadership capacity in knowledge and practical skills.

In particular, it seeks to train the assistant to:

  • Know and understand the key concepts in the current global conversation.
  • Identify the different trends and risks for the interests of the company.
  • Analyze the origin and recent evolution of the main challenges and threats active in the world.
  • Strengthen the analytical and critical capacities that allow a better understanding of the most relevant political, social and economic issues.
  • Review the latest technologies related to the company in the strategic, financial, operational, communication and human capital.
  • Promote international networking among participants and invited speakers.
  • For managers and business leaders, strategic decision-making must be carried out quickly and correctly from an integral perspective based on an in-depth knowledge of the factors that will make a difference in the result obtained.

The paradox is that in a disruptive, volatile and global context, the challenge for executives is to manage the large amount of content necessary to decode the complex social, political and economic reality of an increasingly connected world.

Therefore, for the CEO’s and CEOs, an analysis of the throbbing issues that determine the evolution of our society and that allows decisions to be taken that generate value to their organizations and their stakeholders is required.




The world is now immersed in a turbulent geopolitical landscape. Hence, in order to have a global perspective on what is happening in the field of politics and economics, it is necessary to analyze this complex and volatile reality. It is increasingly difficult to channel solutions to scenarios not previously traveled, which leads us to new frameworks that demand renewed recipes. This situation generates another way of analysis of the actors according to the new elements that we find now in an unstable atmosphere.

• The political cost in a liquid geopolitical theater of operations

Faced with a strategic environment in rapid and profound transformation, the actions have less and less time to be tested. This phenomenon is clearly seen in the composition of the national parliaments of Western democracies, where the polarization of society translates into the inability to develop complete legislatures. This introduces a disruptive element in the lives of citizens as it prevents measures to adapt to that new context, in addition to the repetition of elections more frequently than usual. In a hyperconnected world, this creates a drag effect that concerns relations between states, facilitating the emergence of actors seeking instability as a structural habitat to achieve benefits.

• Intercontinental trade wars: companies under fire friend

We are in a new era, in which the relationships between the different actors no longer serve to understand their dynamics, they have become obsolete. The hegemon is in dispute and the center of international gravity moves from the Atlantic to the Pacific, with China as the axis of this new geopolitical context. Until the transition is complete, we will attend a series of conflicts and the emergence of disruptive phenomenon that will put the global economy in check. Tariffs, vetoes, sanctions ... all possible mechanisms to maintain or boost the status quo. In the middle, an ocean of companies that see how their interests are harmed and have little resources to defend themselves.

• What can be understood by political regeneration

The 21st century began with the assurance that democracy would consolidate itself as the hegemonic system, without any discussion. However, in 2008 everything jumped due to the financial crisis, which later became the worst economic crisis since the 30s of the last century. Since then, new types of democracy are appearing: imperfect, hybrid ... All within a regeneration process with uncertain destiny. An uncertainty that worries the business fabric at a stage of strong internationalization of the activity.

• Populisms as rhetoric of power: the era of hyperliderazes

The current economic situation rewards certainties about uncertainties and in that context a new ruling class characterized by hyper leadership is consolidating. We have examples in several countries that have displaced previous leaders to consolidate the figure of those who guarantee economic growth and security in exchange for certain restrictions on individual freedoms or opaque management of institutions. With the risk of new economic crises, it is necessary to analyze how these electorates will behave and if this management model will pass by or be imitated by other countries.

• Radicalization and new forms of terrorism

When there was consensus that the fall of the Berlin wall had meant the end of the twentieth century, in 2001 there was a brutal attack in the heart of the dominant power that changed the landscape. The response of the United States was swift and gave way to a stage with a new concept of terrorism. Now, almost two decades later, the picture remains unstable with new forms of terrorism, increasingly complex to understand. The radicalization of Westerners is functioning as an absolutely disruptive element and the states fight on different fronts against these actions. Meanwhile, the fight moves to countries like Syria, where different powers intervene to control the situation and proclaim themselves as the new defenders of peace before the rearmament of the self-styled Islamic State.


Globalization as a social phenomenon contains characteristics that have benefited the human being. Since the beginning of the 21st century, a series of new elements have changed how we understand the world: movement of people, free trade, increased competitiveness, mobility of talent ... This new melting pot of cultures, certainly enriching, has also generated tensions revealed in discriminatory reactions based on gender, race or religion; all linked to a serious global economic crisis that turned the middle class from predominant to threatened. Faced with a changing demography, it is urgent to understand these new realities.

• Demographic changes: migrations and international relations

Although it is complex to determine the reasons for the current migrations, which include social, environmental, economic, political or security issues, it can be coincided in their effects: thousands of refugees who have to move from their country of origin to another in which they can live in peace. Migratory flows have increased in recent years with the massive arrival of immigrants and refugees from countries at war such as Iraq or Syria to European Union countries, mainly Germany and the Nordics. This phenomenon also happens in Latin America, with a strong migratory movement from Central America or Venezuela to all the countries of the region. The way to face it, with more or less open policies, will mark how to manage social cohesion; social peace will depend on the coexistence between the different sectors of society.

• Diversity: a new role for women

The rising role of social movements, articulated around feminism, is a polyhedral phenomenon that will define part of the global agenda in the coming years. Expressions such as “glass ceiling” or criticism of structural patriarchy in Western societies have given way to new approaches that concern equality or quota policies in some areas, and that are creating the conditions for true social change. In addition, the “Me Too” movement has served to denounce unacceptable practices in all layers of society. Fourth wave feminism now has the mission of adjusting its own contradictions and internal debates so that its proposals are consolidated.

• Inequality in contemporary society: losers and alternatives

One of the main mismatches of the capitalist model is the inequality it generates. Already in its creation it made it clear, on the theoretical level, that the system of opportunities that it advocated would not be the platform for the whole society to reach the American dream. Now, in an economic situation far removed from the boom era, a new victim, the middle class, is introduced. We verify how especially in Latin America it represents a sector of the population at risk; It is a part of society that during the first years of the 21st century emerged from poverty to settle into the consumption model, but now looks to the future with fear. This reality is one of those responsible for the strong political instability in the region, in which no country seems to get rid of protests with an uncertain outcome.

• Generations and new patterns of identification and relationship

It is of special interest to identify the generational map that is structuring Western societies. Different generations, labeled as traditional (or children of the postwar period), baby boomers, generation X, generation Y (or millennials) and generation Z, are framed in temporary periods singled out by social, political, economic or technological events, which have caused the development of common lifestyles, aimed at effectively facing the prevailing conditions. Although the wide intragroup diversity must be recognized in each of them, it is also true that a whole series of behavioral and attitudinal patterns that allows its sociological segmentation can be registered. New consumers give greater importance to the relationships they establish with brands, with which they hope to achieve a permanent dialogue that translates into personalized proposals.


The planet's situation demands urgent measures to try to reverse environmental change while seeking to minimize the consequences of the current production model. This situation no longer leaves anyone indifferent and the whole society has understood the seriousness of the situation. Citizens' commitment starts from the public and private sector, with measures aimed at reducing emissions of polluting gases and a new interpretation of mobility and consumption. The goals of this stage should be aimed at allowing sustainability that does not leave behind any sector of society and will go through reviewing current patterns of production and consumption, as well as the use of resources in a sustainable way.

• The management of ecosystems from the perspective of consumption

Major natural disasters, accelerated by climate change, have created unfathomable damage to our ecosystems. Hurricanes, earthquakes and wild fires follow each other without knowing with certainty how much it will cost to recover from the damage. Once assumed that the resources are finite, the correct and responsible management of them will mark the future. This section includes tourism-related consumption, not always aligned with environmental interests. To this, the administration of water resources is added, a muted debate and so decisive as to ensure that the wars of the future will not be for oil but for water control.

• Sustainable development in business: the search for balance

Within the concerns of companies it is common to find a wide space related to environmental issues. Today, more and more companies are presenting themselves to the world in an environmentally friendly way, placing sustainability at the center of their policies. A genuine interest in the cause is linked to a return in the market; The new generations ask their brands to approach their social model, and not vice versa. This can be verified by walking through the stores of the most relevant brands or browsing their websites, there is no detail left out. Sustainability as a paradigm is a fact and who does not incorporate it will have to bear a high cost.

• Resource management in a new city model

Our reality is conditioned by cities to a point that is unprecedented in history. Cities have grown in population, concentrating most of humanity. The urban centers have increased in size and number and have changed their structure and organization to become the most common form of occupation of the territory. Similarly, cities have become the largest centers of consumption and pollution. The metropolis also offers the stimuli and opportunities that make them so attractive and allow efficiency, effectiveness and unattainable levels of well-being in other places. In addition, they are the natural space of the Knowledge Society: it is where they think, create and innovate the most, treasuring the essential talent to face the challenges that the future poses.


The fourth industrial revolution advances by implementing new technologies in the production system and necessitating a series of unavoidable reforms. The current transformation is a radical change with the application of digital technologies in all aspects of human society. This revolution will take a dizzying speed making new technologies have an increasing impact on companies around the world. At the same time they will adapt consumer habits, demanding more and more quality, closeness and immediacy. Technological advances promise to change everything in just a few years. And of course this technological era has, precisely, many risks that need to be analyzed in order to prevent or correct.

• Cybersecurity and its impact on the organization

Analyzing the different cyber-attacks suffered by companies that are experiencing exponential growth, a common factor is detected: not having given sufficient relevance to the security of their systems. While the investment in physical security is not questioned, there is still progress in the cybernetic area. The new critical facilities are no longer protected with active measures, but with passive safety elements. The arrival of the blockchain has been one of the great advances in information management, now organizations have a new mechanism to build new processes. It allows to carry out the usual procedures at a higher speed and a lower cost. It also strengthens transparency and speeds up the monitoring of actions. Like any disruptive element, it carries risks. Hence, cybersecurity must be addressed comprehensively.

• Performance to data analysis: from theory to profit

The data is the new oil. Knowing what data analysis means for our organization is what will determine part of the business success. We live in a market where information is the most important asset of companies and their management, a challenge. A correct use of these data will allow to know and identify the changes in the behavior of the consumers at the moment; correct actions that are not reaching them and reduce the margin of error, or streamline processes. We are in a scenario in which knowing how to obtain an economic performance of the data generated in our environment can be the key to success and what makes a difference with the companies in the sector. For this, it will be necessary for organizations to have mechanisms to retain talent.

• Connectivity and communication disruption

There is currently a new business elite that has replaced the classic one; The technology companies known as GAFA (Google, Amazon, Facebook and Apple) are the new dominators. At the same time, we see how we are heading to a hyperconnected world, a scenario propelled by the next jump in speed with the imminent arrival of the fifth generation of mobile networks, the 5G. After its arrival, nothing will be the same, both on a personal level, As in the workplace. We can have more devices connected at the same time sharing information in real time, which will mean a revolution in the field of health, agriculture or international trade. On the other hand, there is an excess of dependence on technology within a context of vulnerability.

• The digitalization of companies: big data, IoT and AI

Businesses are transforming and organizations have migrated to the digital space. This context forces to relate to some unknown concepts. An unprecedented revolution awaits us that will transform, not only resources but, above all, the mentalities of those who manage it, thereby identifying unprecedented opportunities. Being prepared to move in this new environment is essential, especially for those professionals with managerial functions who are called to lead this transformation.


Never before have the companies been so exposed to the scrutiny of society. The current situation demands a paradigm shift where corporate survival is allowed in a changing environment and makes it possible to develop profitable businesses in the short and long term. The company claims corporations with clearly defined vision, mission and objectives. The companies that survive will be those that have an organizational culture that generates commitments to society and allows the development of projects to improve the quality of community´s life.

• Shared ethical values: argument and reputation

Only a few decades ago there were very few companies and institutions that had clearly defined the values that guided their behavior, let alone those that assumed and projected a determined ethical commitment. Today, society not only claims, but demands that all actors have a public dimension, establish, live and transmit those values. Understanding, in an increasingly globalized world, requires a dialogue, an agreement, a convergence between the different ethical mentalities that articulate the very diverse cultures that live in it. It is an essential step to reach an understanding that does not stop at borders or prejudices and that stimulates the exchange at all levels. It is about knowing, understanding and managing the ethical criteria that move the world.

• The purpose and need to adapt to new contexts

In recent years there has been a consumer empowerment, going from being a taxpayer to a social agent with a great capacity to influence companies and institutions. Now, the new rule is people influence people. Faced with this new scenario, there is great confusion in the steering committees for not knowing how to connect with the various audiences and, in particular, with customers. And the answer is to apply a change in the approach of companies since the challenge is to concentrate efforts, find that connection link. In short, find a shared purpose that transcends the mere commercial transaction.

• Trust and transparency

Transparency and trust are completely inseparable concepts. In the future they will be much more than a declaration of intent. The one invariably leads to the other and together they constitute an unquestionable guarantee of the future. In a world in which information, often contradictory, circulates at such a dizzying speed, the best way to defend one's reputation is to anticipate threats, being clearer and more precise than those who question us. Achieving it is not easy, it requires efficient and coordinated management of communication resources.

• The world, fashions and brands

Never before, brands have been so decisive in establishing lasting links with their very diverse audiences. These links are the strongest factor in ensuring the future of the companies behind them. Even more so in an economy in which differential advantages are increasingly fast and easily replicable. Fashions and trends follow one another at such a speed that only the creation of affinity, preference and loyalty are able to build that capital of trust that is translated in the future. To ensure the sustainability of companies, it is necessary to understand the process of generation and dissemination of the fashions that make the brands their own.


The professional visits have as objective that the participants know in first person the reality of companies, entities and organizations. This first-person knowledge is very useful for contrasting real experiences that can be used as a later reference in the design of new strategies and action plans.

Attendee Profile

  • Global Business Trends is a highly specialized program, designed for managers:
  • That they have a position of outstanding responsibility in the decision making of their companies.
  • To those who the projection of their career demands to update both knowledge and the interpretation of the scenario in which they move.
  • They seek to develop their professional potential and leadership in the team itself and in its organization.
  • They are interested in optimizing their knowledge and skills.
  • That at the time they attended an MBA.
  • That they have at least ten years of experience in positions of managerial responsibility.
  • The student profile will be heterogeneous, with different nationalities, sectors and industries
  • The group is limited to a maximum of twenty-five students to receive personalized treatment and ensure participation and debate by participants.


The cloister is made up of active professionals with extensive international experience, who combine a prestigious career with a proven teaching activity.

Alberto del Rey Poveda

Associate Professor

(Universidad de Salamanca)

Ana Pellicer Vázquez

Programming Specialist

(Casa de América)

Carlos F. Lahoz


(Patronato de la Fundación Arquitectura - COAM)

David Llorente



Eduardo Madina

Research Unit Manager


Elena Ruiz Ruiz

Senior Manager


Federico Aznar


(Centro Superior de Estudios de la Defensa Nacional)

Helena Pons-Charles

Senior Lawyer in Digital Crimes Unit


José Luis Ayllón

Senior Director in Politic Context


José Manuel Velasco


(Ex Global Alliance for Public Relations & Communication Management)

Juan Emilio Maíllo Belda

Communication Manager


Miguel Aguado

Socio Director


Nicolás de Pedro

Research Manager and Senior Fellow

(Institute for Statecraft)

Ricardo Lenoir-Grand Pons

Security Manager

(International SOS)

Methodology and degree


The course approach involves the use of dynamic and interactive methodologies that will allow participants to take full advantage of the proposed sessions and activities.

In particular, they will be carried out:

* Sessions to address the different subjects of the program through key theoretical content, case presentation and group discussions.

* Corporate visits they have as objective that the participants know in first person the reality of companies, entities and organizations. This knowledge is very useful to contrast real experiences that can be used as a later reference in the design of new strategies and action plans.

* Networking spaces to share experiences between students and the faculty, as well as other professionals in the sector.


Diploma Global Business Trends Program

Duración y calendario

  • Duration: 1 week

  • Start date: June 22nd, 2020

  • ** On June 21st, in the afternoon, a welcome and networking afterwork will be held

  • Completion date: June 26th, 2020

  • Hours: Monday to Friday from 09:00h to 20:30h

  • ** Some days there will be a colloquium dinner or social activity

  • Modality: Presential

  • Lesson load: 75 Hours / 3 ECTS

Scholarships and special conditions

In the case of applying scholarships and special conditions:

  • The registration fee (€ 450) is essential to be able to have the place reserved.
  • The payment schedule and dates will be set in each case in particular upon receipt of the admission letter. In any case, payment of the total amount must be made before June 15th, 2020.
  • 20% discount for early registration before June 05th
  • 25% scholarship for agreements with universities and associations.
  • 30% scholarship for graduates and alumni of EIC.

* The registration fee (€ 450) is exempt from discount
* Scholarships and discounts are not cumulative
* The amount may vary for universities and entities with which the EIC has an agreement

Price, access and admission

€ 2,950 (€ 450 registration)

For the evaluation of your candidacy, the following documents must be provided:

  • Admission application correctly completed
  • Updated curriculum vitae

* With at least ten years of experience in positions of managerial responsibility
* Additionally, MBA training will be valued

    To request more information on how to enroll write to:

    Additional Information

    Making an international program is a unique and stimulating experience. We are aware that you have the maximum support and have the best guarantees of success possible to make this experience an unforgettable trip. Due to the fact that you are enrolled in this program, you have the right to a personalized advisory service to meet the needs of traveling and studying in Spain. The program:

    It includes:

    • Welcome afterwork
    • Training sessions
    • Transfers to corporate visits
    • Coffee breaks
    • Documentation
    • Diploma

    Does not include:

    • Air ticket
    • Hotel and maintenance (except for those included in the program)
    • Transfers (except those included in the program)

    The place reservation will be fully refunded up to 10 days before the start of classes if you decide not to take the course. In case of cancellation or variation in the start dates of the program by EIC, the full amount paid will be refunded.

    The final completion of the course on the scheduled dates is subject to the configuration of a minimum group of attendees.

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