PRE-PROGRAM. 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.

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 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 I. 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.. Creative and Critical Thinking. 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.. Creative Work in the Cultural Industries. 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.. SECOND TERM. JANUARY-MARCH. Advertising and Branded Content Creation. 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.. Graphic Design II. 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.. Entertainment Media Production I. 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.. Web Design and Development. 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.. Workshop on Managing Creative Projects. 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.. Workshop on Portfolio. 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.. CREATIVITY BOOSTERS I. 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.. BRAND STRATEGY. 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. BRAND STRATEGY. 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. CREATIVE PROJECT MANAGEMENT. 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.. DATA VISUALIZATION & INFOGRAPHICS. 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.. STORYTELLING AND OTHER STORIES. 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.. THIRD TERM. APRIL-JULY. Entertainment Media Production II. 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.. Digital 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.. VR Workshop. 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.. Intercreativity and Emerging Media. 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.. Creativity and Ethics. 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.. Business Strategy. 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.. Goods & Services. 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.. Content Marketing. 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.. Creativity Boosters II. Continuation of Creativity Boosters I. CREATIVE WORK IN THE CULTURAL INDUSTRIES. 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.. WEB DESIGN & DEVELOPMENT. 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.. WORKSHOP ON PORTFOLIO. 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.. Electives. Editorial Design. Entertainment Production

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.