FINAL WORK

Training program:
Master in Digital Marketing and E-commerce
Block:
Block 7: Coaching
Send to: [email protected]

European Business School of Barcelona

Instructions for the Final Project

Attached is the final work that you must complete correctly.

for obtaining the accreditation certificate of the course you are taking.
Remember that the tutoring team is at your complete disposal to
any questions you may have during its development. Remember that it is not
partial corrections of the work are made, only the version is accepted
completed. This shipment will be made in this template and the responses must go
drafted below the statement.
The presentation of the practical cases must meet the following requirements:

• Arial font size 12

• Margins of 2.5
• Line spacing of 1.5
• All fields on the cover must be filled in.
• Have correct pagination

The cases submitted must be original and individual. Any

similarity between exercises of different students, examples and/or excerpts from the web
and other documents will result in the immediate return of the exercises and the non
obtaining the qualification in the case of repetition. Remember that you will only be able to

send the final work up to two times per subject, in case of not being passed
in those attempts, the student must pay the corresponding price for the
credits of the subject to be able to be evaluated again.

Works will only be accepted in word processor format (Word,

docx, odt, etc.) or in pdf. In case of presenting another format it must be
consulted with the advisor and if necessary, provide the necessary software
for your reading.

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The file to be sent with the work must be in the following format:

ddmmaa_Block Name_Last Names and First Names.pdf

Example:
11052018_Business Strategy_Garcia Pinto Marina.pdf

The length of the work may not exceed 18 pages, not counting the
cover, bibliography and appendices.

Evaluation Criteria

The final work will be evaluated based on the following variables:

• Acquired knowledge (25%): Knowledge will be evaluated.

acquired throughout the course through the analysis of the
theoretical data present throughout the work presented by the
student

• Development of the statement (25%): The interpretation of the

statement by the student and its development in a way
coherent and analytical.

• Final result (25%): The final result of the statement will be evaluated,
if the total of the written text provides a correct solution to what has been raised
initially and if the format and presentation fall within the
established parameters.

• Added value and complementary bibliography (25%): They will be evaluated

the complementary contributions by the student for the
presentation and conclusion of the final work that add added value to
the presentation of the statement: complementary bibliography, graphics,
independent studies carried out by the student, sources
external academics, opinion articles, etc. All sources both
Printed as online material, they should be attached to the work.
following the regulationsAPA

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STATEMENT

TopTravel SL is a company dedicated to the online hotel booking sector.

high-end. It operates internationally and the clients are large groups
hoteliers that offer luxury services.

With over 10 years of experience, TopTravel SL has positioned itself among the top 5

first websites that guests use to organize their stay

trips. A large percentage are business trips, however there is also a
important number of travelers for leisure, who are looking for a stay with the
better conditions.

Over the past 5 years, prestigious competing companies have

launched very strong marketing campaigns that have forced TopTravel SL
to make an important investment in the online Marketing Department. This
the department is physically located in Amsterdam, the city where it was founded
TopTravel SL, although there is personnel distributed in the USA, Singapore, and Spain.

That department has undergone significant changes in the last year, as

They had to hire a new Social Media Manager, since the previous one
he left the company for personal reasons. Up to that moment, he had a
very efficient team of analysts, designers, web/SEO programmers,
content manager, social media strategist, and community manager. However,
with the arrival of the new manager, the team was affected; there were some
components of the team that also decided to march, and those who
they do not enjoy a good work environment. Due to the loss of
employees, new hires were made; young talents with a lot of
desire to learn. However, most of the veteran staff is
demotivated, given the situation, in a few months they were affected
results of the latest campaign launched.

The new Social Media Manager, Marc Blumer, is regarded as the

the best in the world in their field and have won several awards as the best

international publicist. However, despite being very good in his field,

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has great communication difficulties that directly affect his/her
leadership capacity, which makes team management very difficult
new that recently lost its highest reference and leader. It has a style of
leadership with a high authoritarian component, in meetings tends to adopt
a loud and somewhat aggressive tone of voice, he finds it hard to listen to others' opinions.

components of the group different from your own, and has great difficulties in
make constructive criticisms. Something similar happens to him when he has to
communicate the results with General Management, their difficulties in
communication makes it so that information does not always reach in the best way,
and this leads to misunderstandings. This situation has made Marc feel
blocked.

In a meeting between Marketing Management, Sales Management, and Management

from Human Resources, it was decided to hire the services of a consultancy
specialized in Coaching. From this consultancy, they assign you to the
project to intervene in the Online Marketing Department of TopTravel
It is necessary to improve the communication skills of Marc Blumer.
and in turn enhance their skills and abilities so that they have a great
fan of resources, in this way you will effectively lead the
team, and will redirect the work towards the organizational objectives.
On the other hand, it is necessary for employees to return to work as a
work team, as up to now they functioned more like a group.

As a coach of this consultancy, you are assigned this project, and you are given two

options to choose from; apply an individual coaching process to Marc Blumer, or

apply a team coaching process to the Department.

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IT IS REQUESTED

Before you begin, you must choose the option for the Work you want to solve; the
individual coaching or team coaching. You must resolve only one.
option, since we will only correct one of the two options.

Individual Coaching

1. Analyze the initial situation of the Online Marketing Department:

a. By way of contextualization, explain what the starting situation is,
from an analytical perspective.

The company TopTravel is going through a delicate moment. Following the departure of
former Social Media Manager with whom they were achieving great successes such as
company and as a team, they decided to hire Marc Blumer for the position. The great
Marc Blumer's communicative problem, however, is achieving effects.
terrible both in the functioning of the team and in the marketing actions
from the company, which have become less effective.

TopTravel turned to Marc Blumer for being a recognized Social Media Manager with
awards in their advertising career and, therefore, for the great ideas that it is
capable of contributing, and this is precisely the reason why they do not want
get rid of him, but rather to achieve a change in his way of communicating that helps to
restore the good atmosphere that the marketing team enjoyed while
They take advantage of their great ideas.

The way Marc Blumer works, so far, has been based on a model
authoritarian, and this work authoritarianism often has the effect of a
high employee turnover, a negation of the team's creativity, and a terrible
work environment, which is precisely what has caused his way of working in the company.

It is also necessary to add that the marketing team was already used to
a very different way of working, the good team work climate and success
constants have been truncated by an attitude that promotes a lack of trust

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among team members, poor communication, misunderstandings and, in
definitely, a worse performance of each team member's tasks,
since they feel insecure with their proposals and ways of working due to the
Marc Blumer's habit of deciding and directing authoritatively and without consensus
none.

All of this undoubtedly has an impact on the work achieved, as there is no

the teamwork and the great professionals they had before have gone
little by little leaving the company, which directly affects not only the
marketing actions, but rather on the benefits of the company and its advantage over
the competition, which is taking its strategies more seriously than ever
marketing.

b. Explain the importance of carrying out a coaching process; what

it could happen if action is not taken promptly, and what benefits there are
they would obtain after the intervention.

A coaching process is a tool to develop the potential of

people of a company. In this sense, Marc Blumer has demonstrated throughout
of her career having a great mind focused on marketing and advertising, so
The coaching process would be a great option to develop all of your potential.
also achieving that they work together with the rest of the team, of
So that it is truly a team, and not just a group of people.

If action is not taken as soon as possible, the company could face serious
consequences. Firstly, the turnover of staff in the marketing team
would continue to get higher, having to constantly resort to
less qualified workers or not as exceptional as those who were in a
principle. This would directly affect the marketing campaigns carried out in
end due to the team, since having to rely on people with a higher qualification
low, without experience in some cases and that would definitely be in a work environment
somewhat unpleasant and unstable, the actions taken by the marketing team
they would be nothing more than the result of the activity and judgment of a single person.

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The ineffectiveness of these actions would also cause damage to the company in
relationship with the competition. In this sense, it would be getting worse and worse.
the company's performance in marketing, and as the rest of the
Competitors are increasing their marketing and advertising efforts, TopTravel would be
doing the opposite, thus putting oneself at a disadvantage that could lead to a
important decrease in the company's revenue and an increase in revenue
from the competition.

However, implementing a coaching process for Marc Blumer would be

possible to achieve a timely change in his attitude by helping him develop
a new way of working that includes your colleagues, accepting proposals and
learning to give constructive criticism. This would directly impact the atmosphere
of the team and of the company. Having a positive climate, of mutual trust and
where team members feel comfortable making their proposals,
it is crucial to set in motion marketing campaigns and strategies
successful.

In contrast to what would happen if this situation continued without intervention.

none, the marketing team would feel heard, they would feel that value is given to
his contributions would be taken much more seriously and the company would stop
be just a transit place for great professionals who end up leaving for the
competition. This would imply the retention of great talents due to having
With a good work environment, and the improvement of teamwork would help.
irremediably to achieve successful campaigns and strategies, continuing with the
company growth and taking advantage of great ideas and contributions from a
professional like Marc in the environment and the perfect team.

2. Set some objectives: Formulate at least 3 objectives to achieve with the

executive coaching process.

Considering that the established objectives must be SMART, that is,

specific, measurable, achievable, realistic, and attainable in a
determined period, they would be the following:

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• Develop the communicative skills of Marc Blumer.
• Develop your most empathetic side to teach you how to work in a team,
accept different proposals and provide constructive criticism always from
respect and collaboration.
• Achieve a climate of trust and teamwork in the department
marketing that helps reduce employee turnover in the company
It has been experimenting for a few months and in this way retain large
talents, making the TopTravel campaigns succeed again
success they had with the previous Social Media Manager.

3. Plan a complete individual coaching process for Marc Blumer: In

in this section you must design the entire coaching process and frame the
sessions within the Phases of Coaching. This planning must be
very well-defined and precise, explaining step by step the complete process.
You must take the following into account:

a. Structure the Phases of Coaching: plan how many sessions to hold

in each of the phases, and what actions or techniques to apply in each
one.
b. Include 'powerful questions', use the Grow Method to guide the
questions.

Valuation and diagnosis phase

Session 1: In this session, Marc Blumer will be explained what the process is.
coaching, what it consists of, what the relationship with the coach will be and it will be indicated that it

it is about a coaching for skill development, in which the aim is to

to find a solution for their communication difficulties. Through a
fluid conversation with Marc, he will be asked to give his point of view, to comment
All the questions you have about the process will be explained, and the steps to follow will be given.

always emphasizing that it is a voluntary process where all the information

and the activities carried out will be confidential, and above all is
destined to achieve a better development of its potentialities to facilitate its
labor growth and the development of the company.

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To assess the starting state to work on, the tool will be used.
Develop Center, since it is a situational assessment interview that
it serves to assess the situation from which the coachee starts and their performance through
of objective tests. I believe it is the most suitable tool given
Keep in mind that the aim is to develop certain skills in the coachee.
and the Develop Center provides valuable information about the level of those competencies
or the compatibility between Marc Blumer with the position he occupies and with the team of

work that directs. For this, the TEA Ediciones tests will be used.

Design phase
2nd session: In this session, we will work together with Marc Blumer to
define the objectives of the coaching process. The coachee must be able to
identify the development needs that will be met with the process, but can
that at first it was difficult for me to clearly identify the objectives.

After the introspection work, and subsequently the study and elaboration of the plan
For work, a schedule with the sessions, dynamics, and will be presented to the coachee.
techniques that will be used throughout the coaching process. To elaborate this
The schedule will follow the GROW method.

1st session Establishment of the objectives of the coaching process that is

60-90 min. will be carried out.

2nd session Define the starting situation and the distance that separates the coachee from
60-90 min. the set objectives or goals. Determine the possible options
of those available to overcome this distance and get closer to the
objectives.
3rd session
60-90 min.
4th session
60-90 min. Development of the action plan with which Marc feels
5th session committed, motivated and at ease.
60-90 min.
6th session
60-90 min.
7th session
60-90 min.
8th session
60-90 min.

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9th session Assessment of the progress achieved.
60-90 min.
10th session Final evaluation by the coachee's environment.
60-90 min.

TRIANGULAR CONTRACT

The specific objectives of coaching for Marc Blumer will be:

• Develop the communication skills that allow him/her to work in
a more fluid way and in line with the rest of the team.
• Develop the coachee's ability to work in a team, accept
suggestions and making constructive criticism in a respectful manner.
• Develop a leadership model in the coachee that facilitates the
active participation, the understanding and the fluid communication of the
team members.

Location and development of the sessions: the company's headquarters. The process will last

10 sessions, each week there will be 2 sessions of 60-90 minutes.

according to the availability of the coachee.

Confidentiality: all information provided by the coachee during the

The start and development of the coaching process will be completely
confidential and therefore will remain in the relationship between the coachee and the coach.

Commitment: The coachee commits to acting with sincerity by accepting

the comments and contributions made by the coach. The coachee and the
contracting companies are aware that the coaching process does not
replaces psychological therapy, and that the coachee does not become
responsible for the actions carried out by the coachee, in the same way
is not responsible for the mental health of the coachee nor for the
decisions I can make during or after the coaching process.

Reasons for contract termination: any of the interested parties in this

coaching service can terminate the contract with a minimum notice period of 7 days
previous days.

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04/20/2021 Amsterdam.

Start-up phase

This phase will take place from the 3rd to the 8th session.

SESSION POWERFUL QUESTIONS TECHNIQUES/ACTIVITIES

3rd session How do you think your peers see you? How has your ... Development of the technique Insights
way of acting so far? What consequences do you think that Discovery Test to obtain a process
Has he/she acted that way? Do you think there is any relationship? of introspection that helps the coachee to
direct or indirect between this way of acting and the climate of the analyze the current situation and the difference
company? What do you think you lack to improve in that? with what he/she would like to achieve and so on
aspect? achieve an improvement in your relationships
personal.
What do you think separates you from success right now? What Development of the life wheel technique
4th session
difficulties you encounter when working in relation to your to analyze the starting situation and the
communicative competence? How do you think you could overcome it? difficulties that hinder development
those difficulties? Do you need any specific support to coachee's personal
overcome them? What do you think would happen if you overcame them?

What do you consider to be your main virtue? How do you think that... Development of the future compass technique,
5th session
Could you exploit this virtue in relation to communication? to promote a positive vision of the future
How can you achieve the changes you need? What of the coachee that will mark the development of
What consequences do you think reaching those objectives would have? process.
Do you think it would affect your work life?

6th session What options have you tried so far to obtain the PNL exercises, since they are
What changes are you pursuing? Has any of them worked? related to the interaction of the coachee
options you have tried? What other options do you have that with all the elements and people that
haven't you tried yet? What would be the result of each one? are part of their environment.
of these possibilities? Which one do you think would help you to

achieve your goals more easily?

Of the options you have, which do you think would have better ones? Transactional Analysis Activities, already
7th session
results? What elements or people in your environment do you think that this is based on relationships
What would you have to take into account for that? How do you think that individuals and is used to analyze the
Would those people be affected if you achieved your goals? distorted perceptions of these
Which of your virtues do you think you could rely on to relationships and to help the coachee to
achieve those results? Do you think it would be useful to you? take control of your own behavior to
through the identification of the reasons
that leads him to perceive his way of acting
in a distorted way.

8th session What obstacles can you find in the best option? Exercises following the Process
What results could it have? How could you overcome those? Communication Model, since with this
obstacles? How will you know if you are close to your goals or if it is possible to determine the type
Are you already fulfilling them? How could you prove that you have? communication to be used with each

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chosen the best possible option? How would you feel upon reaching receiver so that it has its
the goals you had set for yourself? psychological needs met.

Monitoring and evaluation phase

9th Session: a reflection process will take place so that the coachee can
identify the improvements you have experienced during the coaching process.

10th session: This session will take place 2 months later, and through the
use of the 360º Evaluation, in which bosses, colleagues, and
subordinates of Marc Blumer, the results will be determined in relation to the
modification of behavior or the communication skills acquired by this.

BIBLIOGRAPHY

ARTICLE: HUMAN RESOURCES AND LEADERSHIP, THE

AUTHORITARIAN BOSS. Retrieved fromThe provided text is a URL and does not contain translatable content.
human-resources-and-leadership-the-boss
Among the most serious consequences,
creates a terrible work environment

The OD Consulting Group. (2020, October 15). The importance of coaching. . . for
What? | The OD Consulting Group. Retrieved fromInvalid input. Please provide text to translate.
importance-of-coaching-for-what

Clavería, A. (2009, September 3). How important is coaching? Retrieved

The provided text is a URL and does not contain translatable content.
coaching

ENEB. (2006, September 2). The importance of executive coaching. Retrieved from
Unable to access external content, please provide the text you want to be translated.

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ENEB, Module 3, notes:
Invalid input. Please provide the text to translate.
0M3.pdf

ENEB, Module 4, notes:

Unable to access external links or content.
0M4.pdf

ENEB, Module 2, notes:

The provided input is a URL and does not contain translatable text.
0M2.pdf

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