A man smiling and using a laptop outdoors on a sunny day.

Master in Creative Direction, Content & Branding

Bridge the gap between creativity and management.
duration10 months
languageEnglish
locationMadrid
intakeSeptember*
Mode of studyFull-time
Format In Person

UNLEASH YOUR CREATIVE POTENTIAL FOR BUSINESS IMPACT

In today’s world, we are constantly bombarded by branding, messages and content. The ability to merge creativity with management is more crucial than ever. We know content is king, but how can you help your brand stand out? The Master in Creative Direction, Content & Branding is an intensive 10-month program that will help you conceive, drive and implement creative projects from the beginning to the end, helping you to understand the full creative process. The program equips you with the tools to craft compelling content and visual projects that resonate with audiences.

Along the way, you have several additional opportunities to deepen your professional skills:

  • Jumpstart your academic journey with the Common Core Period, where you’ll study alongside your peers in other Marketing, Communication & Sales programs. You’ll build the necessary foundational skills while networking and creating professional connections with a diverse group of classmates.
  • Enhance your expertise with additional certificates from prestigious organizations such as Salesforce, AWS and Google, or earn the coveted IE University Sustainability Certificate.
  • Participate in Global Immersion Week or Social Impact Week, with trips to London, Ghana, Amsterdam or South Africa, seeing the work of major industry players up close.
  • Sharpen your skills further during an additional three-month Career Sector Track. This phase is tailored to deepen your industry-specific knowledge in areas such as Marketing and Tech or Marketing for Consumer Goods, Luxury and Fashion.

*The 2025-2026 intake starts on September 8th.

Promotional poster for a master's program at IE University, featuring three students discussing over a laptop.
WANT TO KNOW MORE?

YOUR PROGRAM, PART OF THE STAGE EXPERIENCE

By studying a program in Marketing, Branding & Sales, you’ll be a part of something bigger than just your studies, something we call The Stage. All programs will benefit from The Stage experience, which includes a Common Core Period with fundamental courses and optional program ad-ons such as: certifications, international experiences, career sector track extension. The Stage ensures that you not only create lifetime friendships and professional networks but will also have a well-rounded education that prepares you for the next stage: a successful career after graduation.

  • Marketing collage: woman in a photoshoot, woman with a computer,etc
Marketing collage: woman in a photoshoot, woman with a computer,etc

THE STAGE AWAITS

The Stage will form an integral part of your master’s experience at IE University. Accompanying you throughout your program, this shared experience allows you to explore the fundamentals of Marketing, Branding & Sales alongside peers from other programs, all while you make connections, discover new ways to engage your audience and build essential skills to help you reach center stage in your own life.

MASTER IN STRATEGIC MARKETING AND COMMUNICATION

We are now in the era of co-creation, where managing the needs of stakeholders and clients is simply not enough. The multidimensional role of the consumer now requires new forms of engagement, open innovation and brand co-creation in terms of both strategy and actual implementation. This program will give you the tools to successfully guide businesses through the new challenges posed in today’s dynamic, digital world.

MASTER IN DIGITAL MARKETING

The fast pace of digital disruption has forced traditional marketing channels to step aside and make room for their online alternatives: smartphones, social media, video and email marketing. The Master in Digital Marketing trains you to manage the demands of the new digital era. You will learn how to launch marketing campaigns by creating and managing digital content, while simultaneously gaining an in-depth understanding of the power of social media, influencer marketing and e-commerce as a way to boost sales of global products and services.

MASTER IN MARKET RESEARCH & CONSUMER BEHAVIOR

The Master in Market Research & Consumer Behavior is a unique program that trains professionals to get inside consumers' minds in order to uncover and understand the motivations behind their behavior. This program is a combination of business, marketing, data analytics and consumer behavior, allowing you to gain unique customer insights into the quantitative and qualitative side of market research. This knowledge is critical to guide business strategies and actionable plans to address the market's wants and needs of today and anticipate those of tomorrow.

MASTER IN CREATIVE DIRECTION, CONTENT & BRANDING

Bridge the gap between creativity and management. This program will prepare you to create and lead content and visual projects that engage users and audiences. The new digital economy needs creative professionals who are able to master the latest media strategies, understand and leverage the power of storytelling and content production, and align compelling content and visuals to a brand's communication needs.

Master in Creative Direction, content & Branding overview

WHO IS THE MASTER IN CREATIVE DIRECTION, CONTENT & BRANDING FOR?

  • It´s for individuals who...

    ...want to harness their creative powers to produce powerful visual and digital media projects.

  • ARE LOOKING FOR...

    ...a program that will enhance their creative skills, allowing them to develop content from idea to execution. They will understand and leverage the power of storytelling, produce innovative and compelling content and align their creative skills to a brand’s communication needs. Students will go on to work in roles such as advertising manager, creative content manager, digital media entrepreneur, video editor, web/app designer, brand manager and much more.

KEY AREAS OF THE MASTER IN CREATIVE DIRECTION, CONTENT & BRANDING

  • COMMON CORE PERIOD

  • DIGITAL MEDIA AND TECHNOLOGY

  • VISUAL MEDIA AND CREATIVITY

  • BUSINESS, BRANDING AND MANAGEMENT

FROM THE ACADEMIC DIRECTOR

Beatriz Hernandez-Canut, explains in-depth the Master in Creative Direction, Content & Branding.

Play

REASONS TO STUDY THE MASTER IN CREATIVE DIRECTION, CONTENT & BRANDING

IE University molds students into future-forward and well-rounded professionals, using methodologies that put innovation and employability at the forefront.

  • 01.

    HARNESS YOUR CREATIVE POWER

    Learn by working on real, hands-on content production projects employing the latest technologies in a teamwork-driven international environment.

  • 02.

    CAREER-FOCUSED PROGRAM

    Guided by industry leaders, you’ll start designing and managing visual and digital media projects from the get-go and be prepared to work in a variety of creative industries as soon as you graduate.

  • 03.

    UNLOCK YOUR HIGH-IMPACT STRATEGIC CAREER

    The program combines training in visual and digital media content production with a strategic outlook on business and communication to put you in the forefront of some of the most exciting and creative career opportunities in today’s job market.

  • 04.

    LEARN FROM TOP PROFESSIONALS OF THE NEW DIGITAL ECONOMY

    Our faculty is made up of a diverse group of academics and professionals who bring pedagogical rigor and real-world expertise into the classroom.

    FLexibility in your Career Path

    Choosing the right program for you can be difficult. We are here to guide you in your Marketing, Communication & Sales career journey from the start with the support of our Recruiting & Admissions team who will closely review your background, skills and future goals to ensure you choose the right program. All our full-time programs begin with a two-month Common Core Period, designed to give you the key foundations to succeed in this career path.

    However, if after starting the program and completing this Common Core Period you are interested in changing to another Marketing, Communication & Sales program, you may switch programs after having a meeting with the Academic Program Direction team to validate this change and understand how it may affect your future career. Please be aware that program changes are dependent on availability.

    Three young adults, two women and one man, are walking and smiling in an urban setting.

    STUDENT BACKGROUNDS

    • by ACADEMIC BACKGROUND (%)
      Business
      Economics
      Social Sciences
      Humanities
    • BY REGION (%)
      Middle East & Africa
      Europe
      Latin America
      North America
      Asia Pacific
      Spain
    • BY INDUSTRY (%)
      Marketing /Media/ Technology
      Consumer Products & Retail
      Banking / Consulting / NGO
      Tourism & Hospitality
      Healthcare & Education
      Automotive & Sports
      Luxury goods & Fashion
      Other
    • 70%
      Female
    • 95%
      International Students
    • 14
      nationalities represented in class
    PROGRAM STRUCTURE

    PROGRAM STRUCTURE OF THE MASTER IN CREATIVE DIRECTION, CONTENT & BRANDING

    Program Structure
    10 Months
    Description
      PREPROGRAM
        COMMON CORE PERIOD
        TERMS
        FINAL PROJECTS
          BEYOND THE PROGRAM
          VISUAL COMMUNICATION
          BRANDING
          WELL-BEING IN PRACTICE
          STORYTELLING AND PUBLIC SPEAKING
          DIGITAL MARKETING
          PROJECT MANAGEMENT
          CUSTOMER EXPERIENCE
          FINANCE FOR MARKETEERS AND COMMUNICATORS
          DIVERSITY, EQUITY AND INCLUSION
          ENTREPRENEURSHIP
          CONSUMER BEHAVIOR AND INSIGHTS
          NEGOTIATION SKILLS
          MANAGING HIGH PERFORMANCE TEAMS
          CROSS-CULTURAL COMMUNICATION
          BUSINESS DEVELOPMENT AND SALES
          Photography and Video Production
          Graphic Design I
          Creative and Critical Thinking
          Creative Work in the Cultural Industries
          Advertising and Branded Content Creation
          Graphic Design II
          Entertainment Media Production I
          Web Design and Development
          Workshop on Managing Creative Projects
          Workshop on Portfolio
          CREATIVITY BOOSTERS I
          BRAND STRATEGY
          BRAND STRATEGY
          CREATIVE PROJECT MANAGEMENT
          DATA VISUALIZATION & INFOGRAPHICS
          STORYTELLING AND OTHER STORIES
          Entertainment Media Production II
          Digital Copywriting
          VR Workshop
          Intercreativity and Emerging Media
          Creativity and Ethics
          Business Strategy
          Goods & Services
          Content Marketing
          Creativity Boosters II
          CREATIVE WORK IN THE CULTURAL INDUSTRIES
          WEB DESIGN & DEVELOPMENT
          WORKSHOP ON PORTFOLIO
          Electives
          MENTOR PROGRAM
          Introduction to Media Lab
          INTERNATIONAL EXPERIENCES
          MARCOM SPEAKER SERIES
          ADDITIONAL CERTIFICATIONS
          Description
          MARCOM FOR CONSUMER GOODS, LUXURY AND FASHION
          MARCOM FOR TECHNOLOGY COMPANIES
          WHERE IS OUR FACULTY WORKING?

          The Master in Creative Direction, Content & Branding takes you on a structured learning journey, providing the tools and insights for business, branding and management. The program begins with a series of core subjects that you’ll study alongside students from every other Marketing, Communication & Sales program. This structure gives you the opportunity to meet and network with like-minded professionals from other master’s programs, as well as the flexibility to pivot your career path if you see fit.

          Outside of the Common Core Period courses, you’ll take a deep dive into four focus areas:

          • A person analyzing data on a laptop with graphical digital overlays.
          • Master in Visual & Digital Media | IE
          A person analyzing data on a laptop with graphical digital overlays.

          Digital Media and Technology

          Maximize the impact of digital media using the latest platforms and cutting-edge technology. You’ll work with real industry players as you implement your own communication strategy.

          Master in Visual & Digital Media | IE

          Visual Media and Creativity

          Develop your skills across multiple digital mediums and get set for a career in branding, visual communication and digital media.

          Business, Branding and Management

          Learn how to move and adapt within the industry. Prepare to succeed in any organization—or kick-start a venture of your own.

          Final Project

          Get to the heart of the industry as you work alongside Llorente & Cuenca on a visual and digital media strategy for social impact.

          Image Software Training

          Software Training

          IE University provides access to industry-standard Adobe Creative Cloud throughout your studies. Before you start the program, you’ll complete an online software training to introduce you to the platforms that will become part of your everyday toolkit. The aim is not to make you a technical specialist in the use of the software, but to provide a framework for the conceptual, managerial and creative abilities needed for your projects. This will leave you well-equipped for all kinds of projects in the program and beyond.

          EXCEL TOOLS FOR MARCOM

          This two-session pre-program course builds the foundations of working with data on Excel. Once you've completed this pre-program, you will be able to confidently use your new data-driven problem-solving skills and navigate the technical world of Excel.

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          The Final Project is a practical, team-based creative project developed throughout the program, with the assistance of academics and professionals in the field. 

          In each period, students will work in teams to focus on specific practical areas and phases of the development of a visual and digital media strategy, creating narrative content for social impact. IE University has partnered with LLYC, a renowned global communication agency focused on the field of creative content production, in order to develop this project.

          • STORYTELLING FOR SOCIAL IMPACT I

            During the first term, students will learn the methodology to create a creative communication strategy from scratch. The classes will focus on identifying proper and powerful insights, evolving them into creative concepts and finishing by creating action plans. The term will not only be theory but also practical learning for every step of the process. This term, they will learn the process of creating a complete plan.

          • STORYTELLING FOR SOCIAL IMPACT II

            Over the second term, they will know for the first time the associations they will be working for. During the first part of the term, they will have to learn how to do the research, understand the problem and identify approaches. The second term will finish with a real and viable proposal for the NGO.

          • STORYTELLING FOR SOCIAL IMPACT III

            During the third term, students will have to produce and distribute the materials developed in the previous term by launching a transmedia campaign. The workshops and feedback sessions will focus on creating the project and the final case study. This will be the distribution and evaluation phase.

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            To help you progress with your individual career goals, IE Talent & Careers offer students exclusive tools and resources throughout the duration of your program. The IE Talent & Careers Center also lead a series of classes to prepare you for today’s competitive job market.

          • Throughout the duration of the program, a series of key skills workshops led by experienced professors will enhance your workplace skills. These workshops provide practical resources, techniques, and insights to help you overcome obstacles and make informed decisions, supporting you in gaining an edge in the competitive employment landscape.

            The Impact Skills Accelerator ensures students develop and master essential competences and skills critical for success and specifically demanded in today's dynamic job market. We refer to these as impact skills, which are those that enable students to really make an difference at work and in their personal lives and that they take with them throughout their careers, undeterred by any social, digital, or economic shifts.

            • AI for Productivity
            • Critical Thinking
            • Self-Transformation
            • Storytelling and Public Speaking
            • High-Performance Teambuilding I
            • High-Performance Teambuilding II
            • Problem Solving
            • Power and Influence

          This course delves into the realm of visual communication, emphasizing the importance of constructing compelling visual compositions and presentations. Students will explore how elements such as type, image, color, and space combine to create effective visual systems. Learning objectives include presenting information effectively, conveying emotion to target audiences through visual elements, selecting visual assets aligned with creative briefs, and constructing adaptable visual systems for various communication channels.

          This course blends lectures and practical exercises to deepen understanding of Strategic Marketing and Branding. Lectures introduce key concepts with real-world examples, while exercises offer hands-on application. Students learn to develop effective strategies by leveraging analytical skills and market insights, covering brand definition, management, models, dilemmas, and the branding process. Emphasizing integration with business strategy, the course addresses the 5 C's, STP process, and 4 P's of marketing.

          This workshop introduces the concept of well-being and its significance in thriving personally and contributing positively to communities. Students will develop skills for a better life and invest in becoming their best selves, focusing on presence, curiosity, and reflection to align with core values. Emphasis is placed on fostering a safe environment for open dialogue and exploration of well-being practices. Key objectives include introducing core values of well-being, increasing awareness of the mind-body-soul connection, fostering a healthy self-perception, motivating personalized action plans, and cultivating an authentic culture of well-being.

          This course equips graduate students with advanced communication skills for professional and personal success. Covering persuasive storytelling, participants learn to effectively convey ideas, engage stakeholders, and inspire action through public speaking. Key objectives include clear communication, storytelling mastery, non-verbal enhancement, audience tailoring, active listening, stakeholder confidence, and personal growth reflection.

          The internet landscape is evolving rapidly with various social media platforms, reshaping brand-consumer interactions. This course explores the dynamic social media ecosystem, stressing the importance of grasping social dynamics and technology. Through case studies and practical experience, students learn social business strategies, tools, and key performance indicators driving web 2.0 evolution. The goal is to equip students to create and execute comprehensive social media strategies, emphasizing understanding social consumer principles and best practices. By the course's end, students comprehend the business impact of social media, develop strategic plans, and define realistic objectives and indicators for their strategies.

          Project management is essential in modern organizations, covering various activities like product development, technology implementation, marketing, and mergers. Two main methodologies, classic and agile, offer distinct approaches, each with strengths and limitations. This workshop offers hands-on experience in project planning and control, stressing the importance of adapting managerial approaches to the project type. Participants will learn agile Scrum methodology and classic techniques including work breakdown structures, Gantt charts, resource management, budgeting, and progress monitoring. By understanding the pros and cons of both methodologies, managers can effectively select the most suitable practices for different project scenarios.

          This course focuses on customer experience within human-centered design and design thinking frameworks, prioritizing empathy and positive interactions. Participants learn to understand customer needs, create journey maps, gather feedback, and design initiatives from the customer's perspective. Key topics include emotional connection, customer-centric culture, and measuring experience metrics.

          Marketing and Communication Managers play a critical role within companies' Leadership Teams, particularly in today's rapidly evolving business landscape. They are integral to financial viability plans, as their departments shape the marketing mix to enhance customer loyalty, drive sales, and optimize costs. Moreover, they assist in minimizing risks and informing strategic decisions. To effectively contribute, Marketing and Communication Managers must grasp key financial concepts and develop financial acumen. This understanding enables them to generate value in their recommendations, aligning consumer perspectives with company objectives and operations.

          This course explores identity, exclusion, and inclusion in everyday society, emphasizing their importance in business for employee recruitment, engagement, and retention, as well as for overall profitability. While diversity and inclusion are often used interchangeably, the workshop highlights their distinctions and impact on individuals and organizations. Participants will learn practical strategies and skills to implement diversity and inclusion initiatives effectively. By the course's end, students should grasp the differences between diversity, equity, and inclusion, understand their significance in personal and professional spheres, and be able to apply authentic diversity and inclusion strategies.

          This highly interactive workshop emphasizes problem-driven thinking as essential for success across various ventures, including startups, corporations, and social enterprises. Participants engage in action-oriented, hands-on activities, fostering idea exchange, reflection, and experiential learning. By the workshop's end, attendees will recognize the entrepreneurial mindset, understand the role of value and creativity in opportunity identification, and leverage entrepreneurship to create sustainable and social impact.

          This class covers market research fundamentals and consumer behavior concepts essential for insight practitioners. It explores qualitative, quantitative, and neuromarketing methods, alongside insights into decision-making processes and behavioral economics. Emphasizing data-driven insights, students learn to identify market information, understand key consumer demographics, and develop strategies for business growth.

          Negotiations are akin to theater productions, where understanding the characters, scripts, and behind-the-scenes dynamics is crucial for success. Transactional Emotional Intelligence (TEI) sessions aim to equip participants with the interpersonal skills needed to navigate negotiations effectively, fostering positive outcomes and satisfaction for all parties involved. The course covers various negotiation concepts, including collaborative and competitive approaches, empowering students to confidently tackle complex negotiations using the tools learned throughout the sessions.

          This workshop addresses the shift towards more horizontal and team-centric organizational structures, emphasizing the importance of high-performance teams in today's workplace. Participants will gain awareness of their own preferences and practice strategies for building and sustaining successful teams. The focus is on cultivating a collective mindset and implementing self-healing strategies to address common dysfunctions. Key objectives include understanding the benefits of teamwork for decision-making and problem-solving, learning principles of group dynamics and management techniques, and developing people skills to navigate challenges within work teams.

          This course explores the complexities of cross-cultural communication in today's interconnected world. While physical travel has become routine, effective communication across borders remains challenging. Using real-life examples from global business hubs like Mumbai, Tokyo, and New York, the course unpacks the diverse elements of culture. Participants will learn theoretical concepts and engage in hands-on exercises to develop intercultural competence. Key objectives include identifying implicit communication norms, understanding cultural specificity, decoding different cultural contexts, and fostering empathy to bridge communication gaps.

          This course equips students with essential theoretical and practical skills for Business Development & Sales in Marketing and Communication. It enhances strategic thinking and business acumen, preparing students for post-master's success. Students gain skills for global business development, explore decision-making psychology, and learn effective relationship-building strategies. Additionally, the course covers sales methodologies, customer journey impact, sales technology, and key analytics.

          In today’s world, we are all producers and consumers of images. This course will introduce you to the world of photography and videography so that you can execute commercial image-making projects successfully. Through a range of tutorials, games, projects, presentations and discussions, you will expand your knowledge and use the camera medium to create powerful images.

          Graphic design is a field that has become increasingly important in our visually-driven world. It involves the creation of visual content to communicate messages to specific audiences. This course will introduce you to the fundamental principles and techniques of graphic design, including color theory, typography, composition and layout. Combining theory and practice, you’ll master the end-to-end process and acquire the knowledge to create compelling and visually effective designs.

          The course objectives are:

          • Comprehensive understanding of panel methodology, applications, and SWOT analysis.
          • Deep knowledge of each panel type, where they’re used, their limitations, the information they offer, future trends, etc.
          • Practical experience working with each of the main panels in current use.

          Creativity is an essential skill in today's rapidly changing and complex world. It allows us to solve problems, generate new ideas and innovate in our personal and professional lives. In particular, creativity is critical to addressing the urgent sustainability challenges we face, from climate change to social justice.

          This course will help you gain a comprehensive understanding of creativity and its applications in both personal and professional contexts. Through a series of interactive sessions, you’ll learn the tools, techniques and methodologies for generating, refining and selecting sustainable solutions to complex problems.

          In today’s world, we are all producers and consumers of images. This course will introduce you to the world of photography and videography so that you can execute commercial image-making projects successfully. Through a range of tutorials, games, projects, presentations and discussions, you will expand your knowledge and use the camera medium to create powerful images.

          Companies are constantly looking for new ways to establish emotional ties with users through the art of storytelling. In their approaches, they use valuable information to engage a massive audience. However, their focus isn't solely on the product or company—it's also about appealing to the reader. Producing content is no longer just about selling, but also a sense of belonging, establishing relationships and communities. This course focuses on how to create and manage brand content in the digital era, where the consumer is at the core of any content strategy.

          Building upon your previous understanding of graphic design, this course empowers students to refine their visual communication abilities. It provides students with an overview of the design process and trains students to create graphic images, use typography creatively, and work with page layouts to deliver bold and memorable messages.

          Revisiting material from Graphic Design I, you’ll further advance your ability to perform analyses and evaluations of design expressions.

          This course takes a deep-dive into the media and entertainment industry, giving students an insight into recent changes in technology and businesses. From the initial concept to on-screen result, you will study the dynamics of the production cycle through a variety of projects, forum sessions, presentations and screenings. Working both independently and as part of a team, this course will prepare you for the competitive market of entertainment production. In this course you will:

          • Set up a production from start to finish.
          • Work on a media proposal.
          • Put your production cycle skills into practice by carrying out your proposed media project.

          In this course, you will gain an understanding of the process that goes into creating a web presence to fulfill the needs of an online business. Theory and practice go hand-in-hand in this course: by the end, students will be able to build a web presence from scratch. The course will cover key topics and technical competencies, including:

          • Web technologies and platforms
          • Current web development methodologies
          • State-of-the-art tools.
          • Web programming languages such as HTML and CSS.

          This workshop will give you a comprehensive understanding of the importance of the creative industry in today's economy, the role of creativity in organizations and projects and the variables that impact creativity while showing you how to manage creative processes effectively. You’ll focus on the role of creativity in successful projects, the creative process and its variables, and the practical and project management tools and techniques used to manage creativity effectively in organizations.

          Whether you're an aspiring artist, designer, photographer or filmmaker, a well-crafted portfolio is essential for showcasing your talents and securing job opportunities. This workshop will teach you valuable techniques and strategies for structuring, selecting and distributing your creative materials in the industry.

          In this class you will explore innovative techniques and tools designed to ignite original thinking. This course equips students with strategies to overcome creative blocks, harnessing inspiration from diverse sources. By exploring a myriad of creativity-enhancing exercises and methodologies, students are empowered to consistently produce groundbreaking ideas and concepts in branding.

          The term brand is probably overused nowadays. Everything is about brand, branded content, branded environments, branded experience... But what is branding really about? What is at the core of a brand? How is it defined, created, developed and nurtured?The aim of this course is to make students understand what brand really is and how it can help drive a business forward, shaping its experience. Specific learning objectives: 

          • Understand the importance of brand as a management tool 
          • Deepen knowledge about the different brand methodologies and their components 
          • Learn how to develop a set of foundational brand strategic assets 
          • Foster a sensitivity towards brand-related issues in our everyday context. 
          • Get to know the reality of a brand consultancy

          The term brand is probably overused nowadays. Everything is about brand, branded content, branded environments, branded experience... But what is branding really about? What is at the core of a brand? How is it defined, created, developed and nurtured?The aim of this course is to make students understand what brand really is and how it can help drive a business forward, shaping its experience. Specific learning objectives: 

          • Understand the importance of brand as a management tool 
          • Deepen knowledge about the different brand methodologies and their components 
          • Learn how to develop a set of foundational brand strategic assets 
          • Foster a sensitivity towards brand-related issues in our everyday context. 
          • Get to know the reality of a brand consultancy

          Whether you're an aspiring artist, designer, photographer or filmmaker, a well-crafted portfolio is essential for showcasing your talents and securing job opportunities. This workshop will teach you valuable techniques and strategies for structuring, selecting and distributing your creative materials in the industry.

          To achive success in the modern world, you need to know how to leverage data to drive innovation and improve performance. You must be comfortable with analytical methods and able to work with—and make decisions from—quantitative information. This course will impart the analytical skills you need to summarize data, make sense of it and extract its value to drive effective decision-making and lead change. Through exposure to numerous real-world examples, you’ll understand how data is being used in industry to reshape the competitive landscape. This is not a hardcore statistics or quantitative course: it’s a learning journey for professionals interested in adding data-based thinking to their toolset.

          Today we communicate, express ourselves and represent reality on a largely visual basis. With the rise of digital media and new mobile technologies, the role of visual media in our daily lives is evolving like never before. Now that the traditional boundaries between various media types are becoming blurred, the visual communication marketplace is expanding at an incredible pace. At the same time, storytelling remains one of the most human ways of connecting, reflecting and disseminating knowledge.

          This course is a deep dive into the media and entertainment industry, giving students real-world insight into recent technological and business model changes. You will be introduced to the dynamics of the production cycle from concept to screen, preparing you for the process of developing, producing and marketing a project in today’s competitive market. You will explore the entire spectrum of working on and preparing a set. This course will be conducted through individual and team creative projects, forum sessions and discussions on readings, screenings, feedback sessions, and student presentations. You’ll put all the production-cycle skills you have learned into practice, by producing the project you pitched in the first term, and presenting it by the end of the trimester.

          Effective communication begins with mastering a simple but powerful tool: words. Copywriters are creators and storytellers, experts at writing texts that generate greater attention, interaction, engagement and conversations among their audiences. In this course, you will hone your abilities to craft compelling copy for a target audience.

          The course objectives are:

          • Comprehensive understanding of panel methodology, applications, and SWOT analysis.
          • Deep knowledge of each panel type, where they’re used, their limitations, the information they offer, future trends, etc.
          • Practical experience working with each of the main panels in current use.

          The VR Workshop will be your first immersion into the basics of VR, AR and MR. From a practical perspective, you will learn the basic principles for creating VR content effectively, gaining the fundamental skills to create VR experiences. The workshop’s main structure will be:

          • A brief introduction to the history and evolution of immersive technologies. The state of the art today, with a focus in the understanding of the principles of XR.
          • Understanding the main concepts of immersive tech. VR, AR and MR. The concept of presence. Virtual reality: the art of hacking your senses.
          • An examination of the roles and professional profiles involved in an immersive XR production.
          • A grounding in the basics of 3D production for XR experiences.
          • VR rooms practice: content creation for an immersive VR experience.

          The advent of digital media has revolutionized our understanding of the culture of the moving image. In this course, you will examine the effects of the unprecedented growth of communication technologies and the development of hypermedia, expanded reality, screen media and interactive broadcast. You’ll understand how these innovations are redefining the relationship between creators of content and their audiences, as well as pioneering formal and aesthetic innovations in new media culture that can inspire future projects in visual and digital media.

          Creative professionals must be aware of the meaning-making process through representations and its related ethical implications. This course will introduce you to authors who use their craft as a form of activism rather than trivializing images of reality, as is common in many mainstream productions. You’ll learn how these authors question reality and how it’s represented to open the eyes of their audiences while also exploring and reflecting on your own creative process. Using these authors’ work as examples to develop your own creative vision, this course will help you:

          • Build your theoretical essay skills and establish more creative approaches to representation and its ethics.
          • Build an ethical approach to representation in media in general.
          • Understand different simple tools that will help you develop, strengthen and honor your own creative process.

          This course is specially designed for environments undergoing constant disruption. The objective is simple: learn how to be smarter and faster than your competition.

          Course learnings will equip you to turn key insights into a competitive advantage, using this to drive tangible profits and a successful career. A focus on real-world cases and examples will give you the opportunity to apply all your knowledge, as you assume the role of a manager throughout the course. This broad perspective will allow you to lead the way to lasting competitive advantage and sustainable profits, even in challenging circumstances and environments.

          A service is something that helps someone to do something. A ‘Good Service’ is designed to provide value to the user, the organization providing it and society as a whole. If you’re interested in human-centered design, fed up with services that don´t work and eager to create a positive impact, then you’ll love this course! Through various design thinking methodologies, you will create and prototype a Good Service that will be phygital (physical and digital), engaging and adds a definite wow factor.

          Master the fundamental skills and knowledge required to develop and implement a successful content marketing strategy. Throughout this course, you will cover a range of topics, including the different formats and channels relevant to digital marketing; content planning and distribution strategies; search engine optimization (SEO) techniques for content marketing; and effective approaches to blogging, podcasting, creating video and visual content, and email marketing. You’ll also explore how to leverage content magnets and measure and analyze the performance of your content marketing efforts. By the end, you will have a comprehensive understanding of how to plan, create and execute an effective content marketing strategy that drives results.

          Continuation of Creativity Boosters I

          This course critically examines the cultural and creative industries, exploring how they have been impacted by economic and technological changes over recent decades. It will discuss the balance between creativity and commerce, the uncertainties of precarious work, freelancing, and the influence of new technologies like AI. The course aims to answer whether it is possible to earn a decent living doing creative and meaningful work that benefits society, recognizing that the answer is complex.

          We will explore the past, present, and potential futures of these industries, providing a research-based perspective amid the often idealized view of creative work. The course prepares students for the key challenges and opportunities in the evolving landscape of creative work.

          In this course, students will learn some technical language, basic coding and content administration capabilities. We are going to use a practical approach to coding and WordPress, supporting it with a vocabulary learning tool, strengthening what is learned in class.

          Whether you're an aspiring artist, designer, photographer or filmmaker, a well-crafted portfolio is essential for showcasing your talents and securing job opportunities. This workshop will teach you valuable techniques and strategies for structuring, selecting and distributing your creative materials in the industry.

            • Editorial Design and New Media

              To achieve success in the modern world, you need to know how to leverage data to drive innovation and improve performance. You must be comfortable with analytical methods and able to work with—and make decisions from—quantitative information. This course will impart the analytical skills you need to summarize data, make sense of it and extract its value to drive effective decision-making and lead change. Through exposure to numerous real-world examples, you’ll understand how data is being used in industry to reshape the competitive landscape. This is not a hardcore statistics or quantitative course: it’s a learning journey for professionals interested in adding data-based thinking to their toolset.

            • Motion Graphics

              This course is designed to introduce you to the basics of motion graphics using Adobe After Effects, helping you develop the skills needed to add visual effects to your designs and projects. You’ll learn how to navigate the After Effects interface, import and manipulate media files, apply visual effects and use keyframes to create dynamic animations.

            • CONTENT CREATION FOR EXTENDED REALITIES

              Extended reality—including augmented reality (AR), virtual reality (AR) and mixed reality (MR)—provides individuals, brands and organizations with an exclusive chance to produce captivating and interactive content that can help them distinguish themselves in a crowded digital environment through the development of exciting, immersive experiences. This course is designed to provide students with a comprehensive understanding of the fundamental principles and best practices related to content creation within immersive digital environments. It covers key aspects of AR, VR and MR, providing you with the knowledge required to conceptualize immersive experiences that boost audience engagement and a basic understanding of the range of tools and technologies used in the metaverse.

            • MEDIA CONTENT LIFECYCLE

              The media and entertainment industry is moving forward at a fast pace as it continues growing geographically and evolving as a business model. This workshop will help you stay up to date with the latest industry trends and processes, and understand their critical role in this dynamic industry. In the end, you’ll know how to manage the entire spectrum of the content lifecycle in the entertainment and media business, acquiring the right concepts and practical business tools to accelerate your career.

          The Mentor Program is a year-long program in which IE University program alumni offer support to current students through regular mentorship. Mentors take a human-centered approach in the design of their sessions, further enhancing the student experience at IE University.

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          During this class, you will be introduced to modern audiovisual equipment. You'll learn the basics of how to use it, building a foundation of skills you will need throughout both the program as you work on your assignments, and beyond the program in your career in the creative industries.

          Broaden your perspective on international business markets and Marketing, Communication & Sales career trends as part of optional international experiences: Global Immersion Week or Social Impact Week.

          • The Global Immersion Week allows students to network with companies, explore new cultures and gain new career insights.


          • During the Social Impact Week, students are able to visit local companies and develop a project focused on Social Impact, Entrepreneurship and MARCOM.


          Once a month, students will have the chance to hear from top speakers from different companies in the Marketing, Communication & Sales (MARCOM) industry. In the past speakers have represented companies as Kantar, McKinsey, Interbrand, Fjord to name a few.

          This program will further boost your career by offering certifications from Salesforce, Google, and IE University’s proprietary Sustainability Certificate. These options are all available and designed to help you progress in your chosen career path.

          • Google's logo with its name in colorful letters.
          • Logo of IE University with the word 'Sustainability' below it.
          • Logo of IE University consisting of a stylized abbreviation 'ie' next to the full name 'IE UNIVERSITY' in blue color on a black background.
          • Salesforce

          After completing your program, you’ll be able to join an additional optional term to specialize in two of the most relevant industries for the Marketing, Communication & Sales pathway. During the Career Sector Track period from September to December, you will enjoy a career-driven curriculum with several practical consulting projects, in-company visits, project-based learning and additional networking opportunities for your job recruitment process. The Career Sector Track will have an additional cost. You can either enroll before joining IE University or while you are doing your master’s degree, up to the deadline that will be communicated by the academic team. We will have limited slots assigned for these two tracks, so the sooner you apply, the better.

          • MARCOM FOR CONSUMER GOODS, LUXURY AND FASHION

            Unlock the knowledge to increase sales and engage with customers worldwide by learning from top executives at today’s most relevant brands. Discover industry secrets behind the main e-commerce and experiential marketing strategies and learn how these brands are staying competitive, relevant and sustainable over time with the latest digital marketing tools.

          • MARCOM FOR TECH COMPANIES

            Discover how the main tech brands have achieved success and growth over the past ten years and learn their best practices in branding, marketing and sales. Uncover the latest Customer Experience trends in the tech world and become a top Marketing, Communication & Sales global player.

          • This course offers a deep dive into the strategic considerations necessary for thriving in the global marketplace of luxury, fashion, and Fast-Moving Consumer Goods (FCG) sectors, emphasizing the importance of understanding diverse regional dynamics. It covers the economic, cultural, and political factors that influence market behaviors, strategic adaptations for product localization, targeted marketing, supply chain adjustments, and the pivotal role of cultural nuances in consumer behavior. Additionally, the course explores innovation and sustainability efforts tailored to regional challenges and opportunities, employing case studies to highlight both successful and unsuccessful strategies. Ideal for marketing professionals, business strategists, and entrepreneurs, this comprehensive program culminates in a project that tasks participants with developing or expanding a brand's regional strategy, utilizing interactive lectures and discussions to equip them with the skills to navigate and leverage the complexities of regional differences in the luxury, fashion, and FCG industries. 


          • This course is designed to equip students with an in-depth understanding of compliance laws, regulations, and risk management strategies specifically tailored to these dynamic industries. Students will explore the global regulatory landscape, including intellectual property rights, labor laws, environmental standards, and consumer protection, and learn to develop effective compliance programs and risk management frameworks. The curriculum covers a wide range of topics such as risk assessment and mitigation strategies, corporate social responsibility (CSR) and sustainability, crisis management, emerging technologies and data protection, as well as ethics and corporate governance. Through analyzing case studies of both successful and unsuccessful practices, the course aims to prepare future leaders with the knowledge and skills necessary to navigate and manage the complexities of compliance and risk management, ensuring brand integrity and sustainability in the global marketplace.

          • This course, with a focus on FCGs, Fashion, and Luxury sectors, is specifically designed for professionals looking to excel in business development and sales across diverse global markets. This intensive program places a strong emphasis on developing strategic regional approaches to maximize sales, expand brand presence, and navigate the complexities of the international luxury market. Participants will explore advanced sales strategies, market entry tactics, and relationship management skills necessary for thriving in various regional contexts.

          • This course aims to equip students with the skills and knowledge necessary to establish and manage successful business-to-business (B2B) partnerships in the luxury, fashion, and fast-moving consumer goods (FCG) sectors. Students will learn about the strategic importance of partnerships in these industries, including how to identify potential partners, negotiate agreements, and manage collaborative projects. The course covers topics such as partnership models, collaboration strategies, contract negotiation, and the role of digital platforms in facilitating B2B partnerships. Through case studies and real-world examples, students will gain insights into successful partnership strategies used by leading brands.


          • This course provides an in-depth look at the branding strategies and best practices specifically tailored for the luxury, fashion, and FCG industries. It focuses on the unique challenges and opportunities these sectors face in building and maintaining strong brands. Topics include brand identity development, positioning luxury and fashion products, leveraging brand heritage, and the use of storytelling in brand communication. Students will also explore the impact of digital media on luxury and fashion branding, including social media marketing strategies and influencer collaborations. The course combines theoretical frameworks with practical applications, allowing students to develop a comprehensive understanding of branding in these dynamic industries.


          • This course is a sophisticated academic initiative that seamlessly merges the intricate science of neuroscience with the vibrant fields of luxury, fashion, and Fast-Moving Consumer Goods (FCGs). Designed to endow students with both the neuroscientific underpinnings and the marketing prowess required to excel in these fiercely competitive markets, this detailed program aims to deeply understand consumer neuroscience. It underscores the importance of leveraging neuromarketing principles to tap into consumers' emotional and subconscious levels, thereby enhancing brand loyalty and preference. The curriculum encourages students to innovate through sensory marketing, creating enriched brand experiences across all senses, and it critically addresses the ethical considerations inherent in neuromarketing. This course is pivotal for students aspiring to revolutionize marketing strategies within luxury and fashion domains, equipping them with the ability to influence consumer behavior thoughtfully and innovatively.


          • This course is designed to equip students with the essential skills and knowledge needed to navigate the complex digital landscape within the fast-moving consumer goods, luxury, and fashion sectors. Through this course, participants will delve into the strategic planning process, learning how to effectively utilize digital channels to engage audiences, build brand equity, and drive sales. Emphasis will be placed on understanding the unique challenges and opportunities presented by the digital environment, including the integration of new technologies and platforms into comprehensive marketing strategies.                                                                                 Students will gain hands-on experience through a variety of deliverables, including developing a digital marketing campaign proposal, conducting a competitive analysis of digital presence, and creating content calendars for social media platforms. These practical assignments are designed to simulate real-world scenarios, enabling students to apply theoretical knowledge to the development and execution of digital marketing strategies. Additionally, learners will explore case studies of successful digital campaigns within the FCGs, luxury, and fashion industries, further enhancing their understanding of effective digital marketing practices.

          • This course examines the critical role of content strategy in engaging consumers and building brand loyalty in the luxury, fashion, and fast-moving consumer goods sectors. Students will learn how to create and implement effective content strategies that resonate with target audiences, drive engagement, and support overall brand objectives. The curriculum covers content planning, creation, distribution, and measurement across various platforms, including social media, websites, and digital marketing campaigns. Special attention is given to the unique aspects of content marketing for luxury and fashion brands, such as storytelling, visual branding, and the integration of sustainability and ethical considerations into content messaging.

          • Forward-thinking course designed to address the increasingly crucial intersection of sustainable practices and luxury branding. Aimed at industry professionals, aspiring entrepreneurs, and students passionate about the future of luxury markets, this course delves into the challenges and opportunities of integrating sustainability into the luxury sector. Participants will explore how luxury brands can lead in environmental stewardship while maintaining their allure, exclusivity, and high standards of quality. The course covers key concepts such as the evolving definition of luxury in the context of sustainability, the importance of ethical sourcing, the role of innovation in creating sustainable luxury products, and the ways in which luxury brands can communicate their sustainability efforts to a discerning clientele. Through a blend of theoretical discussions, case studies of successful luxury brands embracing sustainability, and practical project work, students will gain a comprehensive understanding of how to effectively merge sustainability with luxury to meet the demands of modern consumers. Topics include the examination of sustainable materials and processes, the impact of global supply chains, consumer behavior and expectations regarding sustainability, regulatory and voluntary frameworks guiding luxury brands, and strategies for storytelling and brand positioning in the sustainable luxury market. This course aims to empower participants with the insights and tools necessary to navigate and shape the future of luxury in an environmentally conscious way, ensuring that luxury brands not only thrive but also contribute positively to the planet and society.

          • This course is designed to delve deeply into the intricacies of online retailing specific to the luxury, fashion, and fast-moving consumer goods sectors. This comprehensive course aims to equip students with the necessary skills and knowledge to navigate the competitive landscape of digital commerce, ensuring their brands stand out in a crowded market. The digital transformation has revolutionized how luxury, fashion, and FCG products are marketed, sold, and distributed globally. This course offers a strategic framework and practical insights for successfully managing e-commerce operations within these dynamic sectors. By focusing on user experience design, digital merchandising, logistics, and customer service excellence, students will learn to create seamless online shopping experiences that resonate with today's discerning consumers.

          • This course offers an in-depth examination of the strategic management and operational dynamics essential for success in these rapidly evolving sectors. Students will gain a thorough understanding of the unique characteristics and consumer behaviors specific to luxury, fashion, and FCG retail, alongside developing strategic thinking skills to formulate and implement effective retail strategies. for understanding and leading successful retail strategies in the luxury, fashion, and FCG industrieThe course covers crucial operational tactics such as merchandising, supply chain optimization, and customer relationship management, while also exploring the impact of digital technologies and e-commerce on the retail landscape. Additionally, it addresses the importance of sustainability and ethical practices, particularly pertinent in the luxury and fashion industries, and provides global and local market insights through case studies and expert guest lectures. Practical learning experiences are emphasized, allowing students to apply theoretical knowledge to real-world scenarios, preparing them for challenges they might face in the retail sector. By the end of the course, students will be well-equipped with a comprehensive framework for understanding and leading successful retail strategies in the luxury, fashion and FCG industries.

          • This dynamic course tailored for individuals eager to carve their niche within the vibrant sectors of luxury goods, fashion, and fast-moving consumer goods (FCG). This course endeavors to instill an entrepreneurial mindset, offering strategic insights and essential tools vital for launching and nurturing prosperous enterprises in these competitive realms. It focuses on developing brand identity, understanding market positioning, and navigating the challenges and opportunities characteristic of the luxury, fashion, and FCG industries. Students will engage with core topics including crafting a brand’s identity, analyzing consumer behavior, employing innovative marketing strategies, and integrating sustainability — all pivotal for contemporary business success. The curriculum emphasizes mastering global market dynamics, the impact of digital transformation, and leveraging social media and e-commerce to broaden customer outreach. The course is enriched with case studies of notable entrepreneurs, insights from industry guest speakers, and practical projects, providing a real-world glimpse into the entrepreneurial journey from idea to market entry. A unique feature of this course is the examination of family succession cases, offering valuable lessons on managing generational transitions within family-owned businesses in these industries. This component is designed to equip students with strategies to ensure longevity and innovation across generations within their entrepreneurial ventures.

          • In this course, students will explore the principles and practices of designing exceptional customer experiences in the luxury, fashion, and FCG industries. The focus will be on understanding the high expectations of consumers in these markets and how to meet and exceed these expectations through personalized service, immersive brand experiences, and seamless omnichannel interactions. Topics include customer journey mapping, experiential marketing, customer service excellence, and the use of technology to enhance the customer experience. Students will analyze case studies from leading brands and apply their learning through projects aimed at designing innovative customer experiences.

          • This course aims to blend foundational concepts of Customer Relationship Management with advanced data analytics to enhance customer experiences and drive brand loyalty in these dynamic sectors. Objectives include understanding CRM's role, leveraging data for actionable insights, strategic decision-making, navigating digital transformation, and addressing ethical considerations in data usage. Through practical applications such as market analysis reports, CRM strategy proposals, consumer behavior presentations, case study analyses, and digital CRM plans, students will be equipped to apply CRM and data analytics insights for strategic decision-making in marketing, sales, and customer service, preparing them for the fast-paced worlds of luxury, fashion, and FCGs.

          • This comprehensive course is designed for individuals aiming to excel in the jewelry and watch industries, including aspiring entrepreneurs, industry professionals, and enthusiasts. It merges critical insights from both sectors to offer a deep dive into the best business practices that drive peak performance and successful business strategies. Participants will explore a variety of topics centered around driving operational excellence and bridging the gap between marketing and business leadership. The course will cover the evolution of both industries, highlighting the artistry of watchmaking and jewelry design, and the strategic business practices essential for thriving in these luxury markets. Through the lens of these industries, students will learn to identify and implement effective strategies that work, while also understanding common pitfalls. The course aims to close the existing disconnect between marketing and business leadership by equipping participants with the knowledge to align these functions more closely, thus enhancing business performance. students will gain a comprehensive understanding of the challenges and opportunities in the jewelry and watch industries. This program is crafted to provide participants with a deep insight into the operational, strategic, and creative aspects that fuel the luxury jewelry and watch sectors, preparing them for successful careers or ventures within these prestigious industries.

          • This specialized course is designed for professionals and students with a keen interest in mastering the strategic financial and distribution aspects critical to successful brand penetration and consistent marketing in the luxury, fashion, and fast consumer goods (FCGs) sectors. Focusing on the symbiotic relationship between budgeting efficiency and effective distribution strategies, participants will learn how to align financial planning with brand identity and marketing goals to optimize market presence and consumer engagement. Participants will explore innovative distribution models that cater to the unique demands of new markets, alongside developing comprehensive budget plans that support these endeavors. The course will delve into the nuances of creating a coherent brand experience through strategic financial decisions, ensuring consistency between brand identity and marketing strategies. Emphasis will be placed on understanding the dynamics of various distribution channels, including digital platforms, to enhance brand visibility and consumer accessibility.

          • This course delves into the transformative intersection of artificial intelligence (AI), including generative AI techniques, and the metaverse with the realms of luxury, fashion, and Fast-Moving Consumer Goods (FCGs), offering an innovative exploration of how these advanced technologies redefine industry standards and open up novel opportunities for brand engagement, customization, and immersive experiences. It covers the foundational concepts of AI and the metaverse, their impact on luxury and fashion through the enhancement of design processes and creation of virtual spaces, and their role in innovating the FCG sector via personalized marketing and product development. Strategic applications for integrating these technologies into business models are examined, ensuring alignment with brand identity and consumer expectations. The curriculum includes practical workshops for hands-on experience, addressing the ethical considerations and societal impacts of these technologies, and highlighting emerging trends and future directions. Students will also gain insights from industry leaders who are pioneering the use of AI and the metaverse in marketing to create luxury, fashion, and FCG products, preparing them to apply these cutting-edge technologies creatively in their future careers and propel the digital transformation of these sectors.

          • This class is a comprehensive course designed for individuals aspiring to excel in the dynamic sectors of luxury and fashion, as well as the fast-moving consumer goods industry. This program delves into the intricacies of designing products and services that not only meet the high standards of quality and aesthetics expected in luxury and fashion markets but also address the rapid consumption rates and production demands characteristic of FCGs. The course navigates from an introduction to luxury and fashion, to current product trends, closing with a focus on product development. Students will engage with the entire product lifecycle, from conceptualization and design through to production, marketing, and retailing, with a keen focus on sustainability, ethical production, and innovation. The curriculum covers a broad spectrum of topics, including market analysis, brand identity, consumer behavior, material sourcing, and the latest digital technologies shaping the industry. Through a blend of theoretical knowledge and practical workshops, participants will gain the skills necessary to create compelling, high-quality products that resonate with consumers and stand out in competitive markets. Special emphasis is placed on understanding how to blend luxury and fashion sensibilities with the efficiencies required in the fast consumer goods sector, preparing students for a successful career in these interconnected industries. The course is designed for creative individuals, future designers, brand managers, and entrepreneurs looking to make a significant impact in the world of luxury, fashion, and fast consumer goods. By the end of the program, students will have developed a portfolio of work that demonstrates their ability to innovate and design within these fast-paced and ever-evolving sectors.

          • The Career Track Consulting Project is an immersive learning experience designed to equip students with practical skills and real-world experience in consulting project management, research, and strategic analysis to address challenges in their industry specialization of choice. Throughout this project, students will embark on a journey to tackle complex business challenges, working closely with industry professionals and academic mentors to develop innovative solutions. Through hands-on experience, collaborative teamwork, and guided mentorship, students will not only gain valuable insights into consulting project management methodologies but also hone their communication, analytical, and critical thinking skills. The Career Track Project offers a unique opportunity for students to apply theoretical knowledge in a practical setting, preparing them for future career endeavors in diverse industries.

          • This course offers a deep dive into the strategic considerations necessary to create, grow, and develop successful B2C tech companies. Beginning with an examination of diverse tech business models, it will cover the strategic choices that tech leaders face to grow their businesses sustainably and at scale, including customer acquisition, conversion, and retention; managing the critical inputs and outputs that influence growth, integrating various functions of the company, resolving growth bottlenecks, or expanding the business to adjacent markets or new geographical footprint. The course is designed to be practical, incorporating case studies and interactive sessions that culminate in discussions about future industry trends, equipping graduates with the ability to lead and innovate in a competitive tech environment.


          • This course dives into the world of strategic partnerships for tech companies aiming to achieve significant growth. You'll explore various partnership models, their significance in the current landscape and their importance of scaling technological business. Additionally, this course explores the role that partnerships have in accelerating adoption, innovation and enhanced product development, and how to develop a framework for identifying potential technology partners based on strategic fit, complementary strengths, and cultural alignment. This course is ideal for marketing professionals, business strategists, and entrepreneurs, this program will allow you to, through real-world case studies, gain valuable insights into how to leverage partnerships to expand your reach, access new markets, and solidify your competitive edge in the ever-evolving tech landscape.


          • The telecommunications industry has been under constant transformation shifting from voice and data connectivity to becoming technology companies. These changes significantly influence companies´ branding strategies.In this course, we will go through Telefonica´s journey to evolve, redesign and create brands analyzing key factors that contribute to adjust its brands to business demands. The different projects will cover topics that involve brand architecture, positioning, identity, and brand management. Telefónica is an integrated and diversified telecommunications group operating in Europe and Latin America. Its services and products include Mobile business, Fixed-line business and Digital services. Telefónica operates under different commercial brands across markets including B2B and B2C segments. Among its notable brands are Telefónica itself, along with Movistar, Vivo, and O2, each catering to specific regions and customers. Students will learn the skills and frameworks necessary to develop and manage strong brands that connect with consumers and businesses through real situations.


          • Dive into the strategic landscape of global TECH COMPANIES with our course, 'NEUROMARKETING FOR TECH COMPANIES.' Led by Pablo Filomeno, co-founder and CEO of Feeder, this course offers a transformative journey into the realm of neuromarketing and its application in the tech industry. Explore the intricacies of understanding audience reactions, leveraging facial recognition AI, and democratizing market research to revolutionize marketing and content creation. Ideal for marketing professionals, business strategists, and entrepreneurs, this comprehensive program covers the intersection of technology and neuroscience, unveiling the secrets of neuromarketing techniques and their impact on consumer behavior. Through interactive lectures and discussions, participants will gain practical insights into metrics, analytics, and continuous improvement strategies tailored to the tech industry. Join us on this enriching journey as we unlock the power of neuromarketing in driving growth and success for TECH COMPANIES in the digital age.


          • This class will be focused on exploring the fundamentals of artificial intelligence and its growing impact on the business landscape. We will understand the basic concepts of machine learning and its business applications in one of the biggest companies and most AI centric in the world: Google.

            As core objectives we have:

            • Analyze real-world cases of how AI is being used in companies in various sectors.
            • Define the skills needed to grow and succeed in an AI company, not only technical skills but also soft skills.
            • Discuss the ethical implications of AI, including bias, transparency, and job displacement.
            • Deep dive into future trends while examining emerging AI technologies and their potential to disrupt traditional business models.
            • Gain practical experience with AI tools and platforms through real cases to get ready to work for an AI company


          • This course will cover various case studies across different perspectives, from those carried out within the tech company itself, and those put together by properties/agencies when preparing to pitch targeting this industry. It will review the various approaches towards the challenge of becoming authentic and credible in an oversaturated digital environment while creating a narrative that engages with the targeted audience. The course will focus on how tech companies maximize the use of sponsorships to build and leverage the values and products they have to offer, and how KPIs are established and reported.


          • This course explores the crucial intersection of sustainability principles and technological innovation, focusing on how technology can be harnessed to address environmental challenges and promote sustainable development. It begins with an overview of key sustainability issues such as climate change, resource depletion, and energy efficiency, and examines how technology sectors can impact or mitigate these issues. Students will learn about sustainable technology solutions across various industries, including renewable energy tech amongst others. The course combines theoretical knowledge with practical application, featuring case studies, technological assessments, and interactive workshops to help participants understand how to integrate sustainability into tech business models effectively. Graduates will be equipped with the knowledge and skills to lead sustainability initiatives within tech companies or develop new tech solutions that contribute to environmental stewardship.


          • In this in-depth 10-class e-commerce for Tech products and services course, you'll gain the essential skills to thrive in the tech industry's digital landscape. Starting with foundational e-commerce concepts like business models, industry evolution, and key players, you'll also learn how to decode C-suite conversations and understand the latest e-commerce trends. Leveraging real world case studies and business goals, we'll develop into building high-performing e-commerce platforms, understanding customer behavior, and mastering SEO, paid advertising, and strategic planning. You'll learn to identify crucial insights and leverage data analytics to drive informed decisions, effectively utilize CRMs, and navigate regulatory impacts. Storytelling will be a core focus, empowering you to craft compelling narratives that leverage tech frameworks to achieve your company's objectives. Finally, we'll explore the unique culture of tech companies, uncovering the values, practices, and leadership styles that drive innovation, build highperforming teams, and fuel success in this fast-paced industry.


          • Becoming an Entrepreneur with a Tech Startup is designed to help you understand the foundational building blocks of  a tech startup idea. You'll learn to prove its viability by framing the core problem, identifying the right customer, and  validating the appropriate approach for building the idea through technology. Over the course of six sessions, you'll be guided through frameworks and a step-by-step process to launch your idea into the market. This journey will be enriched with real-world examples from successful entrepreneurs  and benchmarks of best practices in the tech startup world. This course is designed for active participation in a "learning by doing" format. You'll apply essential tools, methodologies, and concepts to a hypothetical startup idea, deepening your understanding of key entrepreneurial concepts. Working in teams, you'll collaboratively build and refine your startup idea with practical guidance.


          • Every interaction an individual has with an organization helps shape their view of it. Research found that experience-led businesses have 1.6x higher brand awareness and 1.7x higher customer retention. Customers expect more from every interaction they have with an organization, with tailored, contextualized engagement delivered consistently across multiple touchpoints.This course, offers a practical approach on how to properly stablish a successful CX strategy and plan with a focus on TECH COMPANIES. The program will analyze the key factors to create great customer experiences and provide with the knowledge and skills to practically deliver it based on client needs in a frictionless and intuitive way.


          • This course offers a comprehensive exploration of the strategies and tactics necessary for tech companies to excel in building meaningful relationships with their customers. It delves into the fundamental principles of customer engagement, encompassing aspects such as understanding customer behaviour, designing user centric products and services, and implementing effective support and success management practices. Throughout the course, participants will examine real-world case studies and engage in interactive discussions to deepen their understanding of customer engagement strategies tailored specifically for the tech industry. From acquisition and onboarding to retention and advocacy, students will learn how to leverage innovative approaches to cultivate long-lasting customer relationships and drive business growth.


          • This course offers a comprehensive exploration into the intersection of Customer Relationship Management (CRM), Data Analytics, and Artificial Intelligence (AI) within the context of technology-driven enterprises. Participants will delve into theoretical foundations, practical applications, and strategic implications of leveraging data and AI technologies to optimize customer interactions and enhance business performance.Additionally, the course focus on strategic implementation, exploring frameworks for integrating CRM, data, and AI initiatives within organizational structures, devising data-driven customer engagement strategies, and fostering a culture of data literacy and innovation. The course culminates with a forward-looking perspective, wherein participants analyze emerging trends, anticipate future challenges, and craft a roadmap for sustained CRM excellence in an era defined by data abundance and AI innovation.Finally, the students will have the chance to work on a strategic project that focus on the different areas covered in the course, choosing the type of tech company they want to work with.


          • This course is designed to provide a comprehensive understanding of go-to-market strategies tailored for the global tech industry. This course aims to equip you with the knowledge and skills necessary to develop and execute effective business strategies, taking into account regional variations, market dynamics, and cultural nuances. The course will focus on in-class discussions, analysis of case studies and papers to cover the GTM fundamental & develop a good understanding of how to tailor your strategies with all the right considerations for successful outcome.


          • Predicting the future of healthcare has taken a giant leap forward. Where once we prophesized over the  emerging benefits of telehealth, artificial intelligence and robotic surgery as “de rigueur” hospital technologies of the future, it now seems acceptable to be even more visionary about healthcare and consider apps that can diagnose diseases from a cough into your cell phone, or bathroom mirrors with behavioral analytics embedded to monitor mood and wellbeing.


          • This course is designed to provide you with a well-rounded understanding of the legal and ethical landscape within this rapidly evolving field. We will start by building a strong theoretical foundation through assigned readings of academic articles, case studies, and industry reports. These materials will introduce key legal frameworks such as the AI Act alongwith fundamental ethical principles that govern the use of marketing technologies. Interactive lectures and discussions will then delve deeper into these concepts, clarifying complex issues and encouraging you to explore real world examples. Building upon this foundation, we will engage in hands-on activities that foster critical thinking and practical skills. We'll analyze real-life case studies of companies facing legal or ethical challenges in their MarTech practices, working collaboratively to identify root causes and propose solutions. Additionally, we'll participate in ethical simulations, putting you in realistic scenarios where you must make decisions with legal and ethical implications.


          • This course will introduce you to real cases and the best practices in Marketing Budgeting and KPIs in the Tech industry, including the principles of marketing budgeting, Digital Marketing Solutions, Measurement KPIs and How to measure success in the Tech Industry.


          • This course offers an exploration of the principles and methodologies used in crafting compelling customer experiences and products within the tech sector. Throughout this course, students will delve into practical, real-world scenarios that navigate every stage of the design process. From concept to ideation, creating minimum viable products, conducting testing, and iterative improvements. The curriculum emphasizes user-centric design, stressing the significance of understanding user needs and preferences to drive the success of tech products. By course completion, students will have acquired the essential skills and knowledge necessary for actively contributing to the design, decision-making, and launch phases of tech products and services tailored to market demands.


          • The Career Track Consulting Project is an immersive learning experience designed to equip students with practical skills and real-world experience in consulting project management, research, and strategic analysis to address challenges in their industry specialization of choice.Through hands-on experience, collaborative teamwork, and guided mentorship, students will not only gain valuable insights into consulting project management methodologies but also hone their communication, analytical, and critical thinking skills. The Career Track Project offers a unique opportunity for students to apply theoretical knowledge in a practical setting, preparing them for future career endeavors in diverse industries.


          MARCOM FOR CONSUMER GOODS, LUXURY AND FASHION

          The image displays the logo of Estée Lauder in black text on a white background.
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          The image shows the logo of the luxury brand Dior, featuring bold black letters on a white background.
          The image shows the logo of TikTok, featuring a stylized 'd' note and text in black and pink.
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          MARCOM FOR tech companies

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          The logo of Netflix, featuring bold red text on a white background.
          The image shows the logo of GE Healthcare, featuring the GE monogram inside a purple circle next to the text 'GE Healthcare'.
          The image shows the logo of Feeder, featuring a stylized red droplet combined with the letter 'F' next to the brand name in pink.
          The image shows the Amazon logo with its distinctive black text and orange smile-shaped arrow.
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          *Please note that our program content is continually updated to remain in sync with market demands. Therefore, we advise you that the content is subject to change and it can be dependent on student demand.

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          UNIVERSITY PRIVATE DEGREE

          This is a University Private Degree from IE University*. More Information on what earning a University Private Degree from IE University entails.

          *IE University is a university officially recognized by the Spanish education authorities, allowed to grant both University Official Degrees (bachelor’s, master’s and PhD degrees), which are specifically regulated and accredited by the Spanish Ministry of Education, and University Private Degrees (master’s) that are specifically designed by the university toward the professional application of their studies and the constant update of higher education, preserving the educational standards of excellence of IE University. Both types of degrees are equally backed by the rigor and prestige of IE University.

          A HOLISTIC JOURNEY TO THE NEXT BEST YOU

          The Master in Creative Direction, Content & Branding shows you how to leverage your creativity and unique vision and complement them with fundamental business skills to engage consumers and other stakeholders alike. It’s also expertly designed to unveil what’s next for you and what’s best for you, giving you what you need to realize your full potential. This unique journey of self-discovery and inner transformation will help you unlock your authentic self so you can become the most impactful professional you can be. We’ll help you learn about the current you—your interests, talents, blind spots and aspirations. Then, we’ll guide you, challenge you and provide the right environment to nurture your pursuit of the next best you.

          • YOUR CAREER 

            What does your dream career look like? The Master in Creative Direction, Content & Branding is a transformative process that helps you define your end goals and explore the best options to get you there. Incorporating new insights resulting from our expert analysis of the latest labor market data and our continuous engagement with the global business community, the program delivers a unique fusion of creativity, strategy and practical experience to equip you with the dynamic skill set you’ll need to succeed in the creative sector, now and in the future.

          • YOUR IMPACT 

            Do you have what it takes to make things happen? In today’s world of work, this requires a well-honed set of cognitive, behavioral and digital skills. Companies are now looking for competent professionals who can bring about meaningful change, capable of harnessing the power of branding and creativity to communicate with consumers and really build connections. The Master in Creative Direction, Content & Branding is designed to maximize your potential for impact, equipping you to become a powerful and boundary-breaking creative professional.

          • YOUR PURPOSE 

            In today’s landscape, it’s no longer enough for businesses to be driven by the profit motive alone. The new world places a new set of responsibilities on business professionals, calling on you to leverage your skill set and work toward a better future. A sense of purpose also breathes new life into your career, stoking the embers of satisfaction and motivation that will serve you well throughout your professional journey. That’s why we are committed to helping you discover, define and align your unique purpose with your career. Through the Master in Creative Direction, Content & Branding, you will join a new era of global visionaries determined to change the world.

          DUAL DEGREES

          Customize your education based on your specific interests and passions through a dual degree that gives your career a multidisciplinary boost to spearhead change in the new world of work. The combination of this program with a Master in Management (if you have zero to two years of experience) or an International MBA (if you have three or more years of experience) will position you on the threshold of two exciting worlds, allowing you to acquire a broader skill set and competitive differentiation with a sharp focus. Select your dual degree based on your years of experience:

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          combine with a master in management

          0-2 years

          combine it with an international MBA

          0-3 years

          FACULTY
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          OUR CREATIVE DIRECTION, CONTENT & BRANDING MASTER ACADEMIC DIRECTOR

          Beatriz Hernandez-Canut - Assistant Professor, Master In Creative Direction, Content & Branding And Bachelor In Communication & Digital Media.

          Academic Director Master in Creative Direction, Content & Branding, IE University



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          MEET OUR MARKETING, COMMUNICATION & SALES PROFESSORS

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          STUDENT SUCCESS STORIES

          At IE Business School, one of our core goals is to blend expert teaching with practical learning, equipping students for real-world success. Our current students in the Master in Creative Direction, Content & Branding program are making remarkable strides in their careers, securing prestigious internships and positions at leading global companies.

          Learn more about their journeys here:

          EXPERIENCE MADRID

          Madrid is one of the most popular cities in Europe for Gen Z travelers and one of the most student-friendly cities in Spain, with a great, affordable public transport network, cool underground culture and fabulous nightlife. But Spain’s capital is also home to international companies of stature, including Google, Microsoft and Apple, creating a myriad of opportunities for professional experience.

          Madrid is in a league of its own and provides the perfect backdrop for rounding off a unique educational experience.

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            FREQUENTLY ASKED QUESTIONS

            • In today’s total experience economy, it’s more important than ever to bridge the gap between creativity and management so that we can engage users and leverage the power of storytelling to adhere to a brand’s needs. The Master in Creative Direction, Content & Branding gives you the necessary tools to create and lead content and visual projects that engage users.

            • IE University’s Master in Creative Direction, Content & Branding is a unique program that enables you to understand and leverage the power of storytelling, produce innovative and compelling content and align your creative skills to a brand’s communication needs.

            • The Master in Creative Direction, Content & Branding combines training in visual and digital media content production with a strategic outlook on business and communication to put you at the forefront of some of the most exciting and creative career opportunities in today’s job market.

            • The Master in Creative Direction, Content & Branding is a full-time, in-person program lasting ten months. You'll be studying in Madrid's bustling business hub.

            • The Master in Creative Direction, Content & Branding will be a distinct advantage if you’re aiming for a career as a creative director. It’s a career-focused program guided by industry leaders. You’ll start designing and managing visual and digital media projects from the get-go and be prepared to work in a variety of creative industries as soon as you graduate.

            • The Master in Creative Direction, Content & Branding has three main areas of focus: Digital Media and Technology; Visual Media and Creativity; and Business, Branding and Management.

            • The first term lasts three months: during this time you’ll study the core subjects, followed by specialist subjects including graphic design and creative and critical thinking. The second term, also lasting three months, builds upon previously acquired knowledge of digital and visual media, giving you the chance to explore the specific techniques and tools used in the industry by accomplished professionals. The third term, which lasts four months, introduces abstract modern concepts of the creative industry’s place in the corporate world and further examines the industry from a business point of view. This culminates in the final project, where you’ll work in teams to focus on specific practical areas and phases of the development of a visual and digital media strategy, creating narrative content for social impact.

            • This is an intense full-time program with classes from Monday to Friday in our Maria de Molina Campus. You can expect aproximately 3 or 4 hours of classes per day, which may be scheduled in the morning or the afternoon. In addition, you will also be required to complete individual and team work, for which we recommend spending around 2 hours per day. We don't recommend that you work while you study this program.