La Universidad Europea del Atlántico (European University of the Atlantic, UNEATLANTICO) has kicked off the third edition of the MBA Business Workshop, entitled “Business Digitization: New Business Standards.” This program, which runs from July 7 to 11, is distinguished by its practical approach and its focus on the current business reality, marked by digital transformation and the strategic use of Artificial Intelligence (AI).
The program was led by the Vice-Rector for Academic Planning and Faculty, Silvia Aparicio, who also led one of the main presentations. Throughout the week, MBA participants are immersed in master classes, practical workshops, and visits to leading companies, with the aim of enhancing their skills in innovation, leadership, and digitalization.
The program, led by Silvia Aparicio, Vice-Rector for Academic Planning and Faculty, consists of the following presentations:
- Geostrategy and Business Digitalization by Silvia Aparicio.
- Artificial Intelligence: The Copilot Case, Microsoft by Jaime Camarasa.
- Artificial Intelligence Applied to Businesses by Manuel Masías.
- Human Resources Management by Ricardo Sánchez, Director of Human Resources at Cerealto.
- Artificial Intelligence Applied to Finance by Cristina Mazas.
- Digitalization and Artificial Intelligence: The Vodafone Case by Ignacio Davila, Corporate Strategy Specialist at Vodafone.
- Consumer Behavior by Virginia Matesanz, Director of Innovation Processes at the Food Cluster.
- Business Communication by Cristina Solar.
- Negotiation Workshop by Juan Luis Vidal.
- Entrepreneurship and Creativity Workshop by María Valentina González.
In addition to the academic component, participants are making strategic visits to leading companies and institutions that allow them to experience the digital transformation in key sectors firsthand.
The first visit was to Ingram Micro, where students had the opportunity to learn and gain insight into how this multinational company operates a world-leading digital business model. This experience allowed them to understand first-hand the keys to digitization in a global company.
Another key visit was to the Port of Santander, where participants gained a comprehensive overview of the complex logistics that underpin a business model connected to more than twenty countries. Here, they analyzed the loading of raw materials, products, and passengers, and how these large-scale operations are managed through an analysis of port operations and logistics.
To conclude the tour, the students will visit the Nestlé factory in La Penilla. This immersion will allow them to gain an inside look at the multinational’s agri-food business model, understanding the processes and strategies that have made it a global benchmark in this sector.
With this initiative, UNEATLANTICO reaffirms its commitment to academic training focused on excellence, employability, and direct connection with the business environment, promoting transformative learning that equips future leaders to succeed in complex, demanding, and globalized environments.