manuel angel alonso coto | IE Marketing

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Professor Alonso Coto thinks the future of marketing –and especially advertising- can be nothing else but digital: ‘once you realize e-marketing industry has been doubling its size each year for the last three ones, you may no longer conceive marketing without technology’. And he counts on a solid knowledge base to make this statement; Manuel Alonso’s path to consultancy and teaching in the fields of marketing and advertising is first paved by technology management. Earlier after completing his Bachelor in Industry Engineering with a focus on Electronics and IT Systems, he started leading IT projects and lecturing Operations Management and Business Administration classes in Oviedo University’s technical degrees, while working as Chief Engineer for a technology manufacturer company.

Once in Madrid, after completing a Master in Foreign Trade by EOI Business School, he gained a scholarship offered by the US Department of State to obtain the Microsoft Certified Systems Engineer degree in New York, which allowed him to work for the American Government, where he ended by becoming the Systems Manager of the American Embassy in Spain. But it was when taking his Executive MBA at IE Business School that he discovered his utmost interest in Marketing. After graduating with Honours, he combined this new vocation with his old passion for technology in order to join the Business School occupying the position of Internet Marketing Head for the new e-learning unit that was being launched by then. It did not take him long to become the new e-Marketing Manager for the whole IE Business School, by the time he started his Doctoral Studies which would take him to obtain a Postgrade in Economics with a focus on Marketing.

He has continued his education by taking Top Management courses, thus obtaining the AMP (Advanced Management Program) degree by IE Business School and he is now the Marketing Manager for IE’s Executive Education division.


Corporate Experience

  • Marketing Manager – Executive Education, IE Business School
  • Member of the External Relations Executive Board, UNICON (University Consortium)
  • e-Marketing Manager, IE Business School
  • Portal & Operations Manager,
  • IT/ IS Manager, American Embassy Madrid
  • IT Administrator, American Embassy Madrid
  • Chief Engineer, AGRAPISA, Oviedo


Academic Experience

  • Academic Co-Director, Master in Digital Advertising & Communication, IE Business School.
  • Associate Academic Director, Master in Business Administration & Marketing, UNED University.
  • Technology Trainer, US Department of State.
  • Visiting Professor, University of Oviedo.


Academic Background

  • PhD Candidate in Marketing (about to lecture his Doctoral Thesis about e-marketing in Spain), UNED University.  
  • Postgrade in Economic Science (with a focus on Marketing), UNED University
  • Postgrade in Psychology (with a focus on Advertising), UNED University
  • Advanced Management Program (AMP), IE Business School.  
  • Executive MBA, IE Business School
  • Master in Foreign Trade, EOI Business School
  • Bachelor in Industry Engineering by the University of Oviedo (ETSII Gijón)
  • Graduate in e-Commerce, AECE (Spanish Association for e-Commerce Development)
  • Microsoft Certified Systems Engineer, US DoS Training Center, New York