PRE-PROGRAM. ADOBE CC I & II. 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.

COMMON CORE PERIOD. (SEPT-OCT). core subjects. VISUAL COMMUNICATION. 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.. BRANDING. 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.. WELL-BEING IN PRACTICE. 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.. STORYTELLING AND PUBLIC SPEAKING. 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.. DIGITAL MARKETING. 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. 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.. CUSTOMER EXPERIENCE. 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.. FINANCE FOR MARKETEERS AND COMMUNICATORS. 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.. DIVERSITY, EQUITY AND INCLUSION. 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.. ENTREPRENEURSHIP. 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.. CONSUMER BEHAVIOR AND INSIGHTS. 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.. NEGOTIATION SKILLS. 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.. MANAGING HIGH PERFORMANCE TEAMS. 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.. CROSS-CULTURAL COMMUNICATION. 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.. BUSINESS DEVELOPMENT AND SALES. 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.

TERMS. FIRST TERM. NOVEMBER-DECEMBER. Photography and Video Production. In a world saturated with images, creating is not enough, you need to understand what makes an image meaningful. This course introduces you to photography and video as tools for communication. You will learn how to frame, compose, and produce visual content with intention, developing your ability to make decisions behind every image you create. Through hands-on projects, you will explore how images shape narratives, working with both technical tools and emerging technologies, including AI, as part of the creative process.. Graphic Design I. Graphic design is not about arranging elements aesthetically, but rather about constructing meaning. Building on your foundation in visual communication, this course focuses on applying design principles with intention. You will work on case-based projects where concept, narrative, and context drive every decision. Through typography, composition, color, and layout, you will learn to translate ideas into visual systems that respond to a brief. The focus is not only on what you create, but on how you justify it, developing your ability to present, defend, and communicate your work with clarity. . COPYWRITING. 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.. STORYTELLING FOR SOCIAL IMPACT I: METHODOLOGY. This first module introduces the methodology behind building meaningful communication strategies and campaigns. You will learn how to move from context to insight, from insight to concept, and from concept to action. The focus is on understanding problems, identifying relevant tensions, and transforming them into clear and powerful narratives. More than a theoretical framework, this course establishes the foundation for your final projects, where ideas will need to respond to real contexts and real audiences.. SECOND TERM. JANUARY-MARCH. Advertising and Branded Content Creation. This course explores the two pillars of modern brand communication: advertising and branded content. You’ll learn how to move from traditional “push” messaging to audience-driven storytelling, using brand insight, cultural relevance, and clear strategic objectives to shape creative decisions. Through hands-on projects, you’ll analyze brand identity and audiences, develop integrated multi-platform campaigns, and build professional pitches that connect concept, strategy, and execution. You’ll also strengthen production skills across photo and video—planning shoots, directing visual storytelling, and editing content—while using AI tools to support research and ideation and learning how to evaluate them critically.. Graphic Design II. Design is no longer just about execution, it is about direction. In this course, you will move beyond making to focus on defining your voice as a creative. You will learn how to identify strong solutions, build references, and develop a critical eye towards design, trends, and visual culture. Through projects and analysis, you will refine your ability to make decisions, curate visual systems, and ensure coherence across outputs. Tools remain part of the process, but the emphasis is on criteria, intention, and the development of a clear point of view.. Entertainment Media Production I. Producing content is not just about execution, it is about translating ideas into experiences. In this course, you will explore the full production cycle, from concept to on-screen result, understanding how creative ideas are developed, structured, and brought to life. Through projects and collaborative work, you will define proposals, plan productions, and navigate the realities of the media industry. The focus is not only on making, but on understanding how decisions shape the final outcome, preparing you to operate within complex and fast-moving production environments.. BRAND STRATEGY. A brand is not what it says, it is what it means. This course focuses on understanding how brands are defined, positioned, and experienced. You will learn how to translate business objectives into strategic decisions, building the foundations that guide creative work. From defining core assets to shaping brand narratives, you will develop the ability to think beyond aesthetics, understanding how strategy informs every creative decision and ensures consistency across touchpoints.. CREATIVITY BOOSTERS I. Creativity Boosters I & II is a series of workshops and sessions designed to expand how you think and create. Through hands-on experiences and interactions with professionals from different creative fields, you will explore new approaches, challenge your habits, and experiment with different ways of working. Each session connects back to your projects, helping you translate inspiration into ideas, and ideas into decisions. . STORYTELLING FOR SOCIAL IMPACT II: CREATIVE IDEATION. This is where your Final Project begins to take shape. Working with real NGOs, you will learn how to understand context, identify relevant tensions, and define meaningful approaches to a communication challenge. The focus is on research, insight, and ideation, moving from understanding the problem to developing a clear and viable creative proposal. By the end of the term, you will have defined a concept that responds to a real brief and a real audience.. CREATIVE PROJECT MANAGEMENT. This course equips you with the frameworks and tools to manage creative work with clarity, structure, and momentum. You’ll learn how to plan and lead creative projects from brief to delivery, balancing inspiration with timelines, budgets, team dynamics, and client expectations. Through practical methods used in the creative industries, you’ll build workflows for ideation, decision-making, feedback, and production, turning creativity into an organized process that supports better collaboration and stronger outcomes.. DATA VISUALIZATION & INFOGRAPHICS. Data is not the answer, it is the starting point. In this course, you will work across two phases: understanding and shaping. First, you will learn how to gather, read, and interpret data, using tools, including AI, to identify what is relevant. Then, you will translate those insights into visual narratives, using infographics to structure information, define hierarchies, and decide what to show, simplify, or emphasize. The focus is not just on representing data, but on directing it, turning information into clear and intentional communication.. STORYTELLING AND OTHER STORIES. Storytelling is one of the most powerful ways we make sense of the world. In this course, you will explore how narratives evolve across formats, from traditional media to digital and emerging platforms. As boundaries between media blur, you will learn how stories adapt, expand, and connect across different channels. The focus is on understanding how narratives are constructed and experienced, strengthening your ability to connect ideas across formats and build more intentional storytelling.. THIRD TERM. APRIL-JULY. Entertainment Media Production II. You already know how to produce. Now it's about understanding where your work lives and how it travels. This course expands your range across formats, platforms, and outputs, while pushing you to think about how media projects become viable and visible in a competitive industry. The goal is not more content — it's content that moves.. CREATIVITY AND ETHICS. What you create shapes how reality is seen and understood. This course explores the ethical dimension of creative work, focusing on representation, meaning, and responsibility. You will analyze how images and narratives influence perception, and how creative decisions can reinforce or challenge existing perspectives. Through references and reflection, you will develop a more conscious approach to your own work, understanding that every creative decision carries intention and impact.. GOOD SERVICES. Services fail when they're built around assumptions instead of needs. In this course, you will learn how to design services that actually work — for users, for the business, and for the context they operate in. Using human-centered methodologies, you'll identify real problems, define what a solution needs to do, and develop proposals that balance experience, viability, and impact. Physical or digital, the question is always the same: does this create real value?. WEB DESIGN & DEVELOPMENT. Designing a digital product is not just about building it, but about understanding how it works within a larger system. In this course, you will learn how to structure, design, and develop digital products, moving from concept and architecture to UX/UI and WordPress implementation. You will work with content systems, technical frameworks, and AI-assisted workflows that reflect current professional practices. The focus is not only on creating a website, but on understanding how digital products are structured, optimized, and connected within real-world ecosystems. By the end of the course, you will have developed a fully functional WordPress-based product, supported by design, strategy, and optimization decisions.. CREATIVE WORK IN THE CULTURAL INDUSTRIES. The creative industry is not what it looks like from the outside. This course gives you a clear-eyed view of how it actually operates — the economics, the precarity, the opportunities, and the tensions between creativity and commerce. You'll leave with a realistic understanding of how to build a sustainable career, without the mythology.. WORKSHOP ON PORTFOLIO. A portfolio is not a collection of work, it is a statement of what you choose to show and why. This workshop introduces portfolio-thinking as a strategic tool to enter the creative industries. You will learn how to curate, structure, and present your work with clarity, developing a coherent narrative that reflects your strengths, direction, and potential. The focus is on positioning, not quantity, understanding how to select, organize, and communicate your work so it can be understood quickly in a professional context. Thinking of your portfolio as a curated selection rather than a full archive.. CREATIVITY BOOSTERS II. Creativity Boosters I & II is a series of workshops and sessions designed to expand how you think and create. Through hands-on experiences and interactions with professionals from different creative fields, you will explore new approaches, challenge your habits, and experiment with different ways of working. Each session connects back to your projects, helping you translate inspiration into ideas, and ideas into decisions. . STORYTELLING FOR SOCIAL IMPACT III: DISTRIBUTION AND CASE STUDY. This is where ideas become real. In the final stage of the project, you will develop, produce, and launch your campaign, working across formats and channels to bring your concept to life in a real-world context. You will define the final details, execute the work, and measure its impact, understanding how creative decisions translate into results. The focus is not only on delivery, but on how the project performs once it exists in the world. The process concludes with the development of a case study, the key piece that reflects your work throughout the program. It brings together strategy, concept, execution, and results, becoming a clear representation of how you think, create, and communicate as a creative professional.. INTELLECTUAL PROPERTY WORKSHOP. Creating work also means understanding how it is protected. In this short workshop, you will gain a practical overview of intellectual property, focusing on copyright and the rights of creators. Through real examples, you will understand how creative work is owned, shared, and used in professional contexts. The goal is to give you the clarity to navigate your work with awareness and confidence.. CREATIVE DIRECTION & CONTENT CURATION. In a world where content is constantly produced, the challenge is no longer access, but selection. This course explores creative direction as a process of defining, selecting, and organizing content with intention. You will analyze how ideas, references, and media are curated to build coherent narratives across formats and platforms. Rather than focusing on producing new content, the emphasis is on understanding how to work with what already exists, identifying what is relevant, and shaping it into meaningful and consistent creative directions. The goal is to strengthen your ability to navigate visual culture, develop criteria, and build narratives through selection, not just creation.. Electives. PATH A: Graphic Narratives & Motion. This path focuses on developing a strong visual language through editorial systems and motion. You will deepen your ability to structure content, build coherent narratives, and express ideas across formats, working with typography, layout, and motion as tools for direction and communication. The emphasis is on refining your creative voice through form, producing work that is consistent, intentional, and portfolio-ready.. EDITORIAL DESIGN AND NEW MEDIA. Editorial design is where structure, narrative, and voice are consolidated into a professional outcome. In this course, you will develop a concept-driven editorial project, translating your ideas into a coherent publication across print or digital formats. The focus is on building a complete and consistent system, where typography, layout, and visual hierarchy respond to a clear narrative intention. Working at a professional level, you will refine your ability to make and justify design decisions, producing a piece that reflects your creative identity and can function as a key element of your portfolio.. AFTER EFFECTS FOR MOTION GRAPHICS. Motion is not just an effect, it is a way of communicating. In this course, you will learn how to use motion to expand and reinforce visual narratives. Working with Adobe After Effects, you will explore how timing, rhythm, and animation influence perception and meaning. The focus is on using motion with intention, understanding how it supports storytelling and enhances the clarity and impact of your ideas.. PATH B: Emerging Formats & Content Ecosystems. This path responds to the evolving needs of the industry, adapting each year to explore formats, tools, and platforms that are shaping contemporary content creation. Rather than focusing on fixed disciplines, it addresses high-demand skills and emerging practices, allowing you to experiment with new ways of producing, distributing, and positioning content in a rapidly changing landscape.. CONTENT CREATION FOR EXTENDED REALITIES. Emerging technologies are constantly redefining how content is created and experienced. This course explores one of these evolving formats, adapting each year to focus on a specific medium or technology, from immersive environments to new content tools. You will learn how to conceptualize and develop content that responds to these formats, understanding their potential and limitations. The focus is on experimentation with purpose, identifying when and how these formats can add value to a creative idea.. MEDIA CONTENT LIFECYCLE. Content does not end when it is created, it evolves. This course explores how content is developed, distributed, and amplified across platforms, adapting each year to focus on a specific format or channel, such as podcasts or emerging media ecosystems. You will learn how to extend the life of content, identify opportunities for growth, and understand how ideas move and gain relevance in real-world contexts.

FINAL PROJECTS. 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.

Career SPECIALIZATIONS. Career SPECIALIZATIONS. Description. 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 Specializations 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 Specializations 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.. MARKETING IN FASHION, LUXURY AND FMCGs. Master end-to-end growth strategies from consumer & fashion sectors to luxury markets. This career specialization equips students to navigate the future of luxury, fashion, and fast-moving consumer goods. Students explore how iconic brands evolve, how new ventures take form, and how consumer expectations shift in a digitally accelerated, sustainability-driven world.. SALES STRATEGY & REVENUE GROWTH . Build revenue engines with advanced CRM, pipeline management, and strategic selling. This career specialization offers a hands-on approach to scaling commercial growth, combining core sales methodologies with go-to-market strategy, market expansion, and data-driven decision making, with a strong focus on AI and automation.. MARKETING IN MEDIA & ENTERTAINMENT. Decode marketing & comm's across film, gaiming, sports, music & audio and creator's economy. This career specialization explores how entertainment and media drive brand influence and consumer attention. Participants learn to design and measure marketing in a content-driven world, developing integrated strategies that connect entertainment IPs, brand partnerships, and audiences.