PRE-PROGRAM. 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. september-october. 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. Behavioral Science. This course examines cognitive biases and decision heuristics in consumer behavior and their impact on customer experience. You will understand how behavioral nudges and choice architecture can shape decisions, and explore the emotional drivers of experience perception. You will learn how habit formation and loyalty psychology influence long-term engagement, and apply behavioral insights to CX design.. Brand, Vision & Growth. This course explores brand purpose and long-term growth strategy as foundations for sustainable success. You will understand how brand equity links to customer experience and supports differentiation. You will develop vision-driven innovation approaches, define brand architecture and portfolio logic, and identify growth levers across markets and segments.. Creative Confidence & Collaboration. This course explores how to unlock creativity in collaborative environments. You will develop the confidence to share ideas, experiment and iterate while understanding the importance of psychological safety in team performance. Through practical tools for divergent and convergent thinking, you will strengthen cross-functional collaboration and learn to build a culture that supports innovation and continuous improvement.. Customer & Market Research. This course develops the ability to design and apply effective research strategies. You will understand how to use both quantitative and qualitative methods, including ethnographic studies and deep customer immersion, and how to extract insights from primary and secondary data. You will learn to translate findings into actionable strategies and explore AI-supported research acceleration.. CX Analytics I: Insight → Evidence. This course strengthens analytical capabilities for evidence-based decision-making. You will develop skills to interpret customer data and connect insights to measurable business impact. By understanding key metrics and performance indicators, you will learn to transform insights into clear evidence that supports strategic choices and customer experience improvement.. CX Strategy & Foundations. This course defines CX as a strategic discipline within modern organizations. You will understand experience differentiation in competitive markets and explore CX maturity models and governance structures. You will learn to align CX with brand and business strategy and design experience-led organizations that embed customer centricity into culture, processes and decision-making.. Leadership of Self, Peers, Employees and Employers. This course develops leadership capabilities across multiple dimensions. You will strengthen self-awareness and executive presence, and learn to influence without authority while managing upward and across functions. The course emphasizes feedback, resilience and developing a growth mindset. It also examines ethical leadership in complex systems and responsible decision-making.. Personas, Journey Maps, System Maps, Service Blueprints. This course builds practical tools for customer-centered design. You will develop personas grounded in data and construct end-to-end journey maps. You will explore ecosystem and stakeholder mapping, apply service blueprinting for operational clarity, and identify pain points and opportunity spaces to guide innovation and improvement initiatives.. Theater Tools for CX & Innovation I. This course introduces theater-based methods to enhance innovation and customer experience design. You will practice improvisation to build empathy and adaptability, and use role-play for service design testing. Through embodied storytelling techniques and experiential exercises, you will strengthen communication skills and develop emotional intelligence in collaborative contexts.. Trendspotting & Inspiration Lab. This course explores cultural, technological and behavioral trend analysis to inform strategy. You will learn to identify weak signals using foresight frameworks, and will apply benchmarking across the fast-moving consumer goods, technology, retail and luxury sectors. You will learn to translate trends into structured innovation pipelines and build inspiration systems that support continuous discovery.. Second term. JANUARY-MARCH. AI & Emerging Tech for CX. This course explores the role of AI and emerging technologies in customer experience. You will understand AI-driven personalization and automation, conversational AI and virtual agents, and predictive analytics for experience design. You will examine AR/VR and immersive brand experiences, while addressing ethical and governance implications linked to data, transparency and responsible innovation.. Creative Process & Practice. This course develops structured approaches to creativity and execution. You will apply structured ideation methodologies and design thinking in action to frame complex challenges. You will practice creative problem framing, run rapid experimentation cycles, and learn how to move from concept to execution with clarity and feasibility.. Customer Journey & Loyalty Management. This course focuses on lifecycle management and retention strategy as drivers of sustainable growth. You will design loyalty programs and understand their economics, orchestrate omnichannel experiences, and analyze emotional and rational loyalty drivers. You will apply CLV-driven segmentation to strengthen engagement and long-term customer value.. CX Analytics II: Data-Driven Decisions. This course advances analytical capabilities for strategic decision-making. You will design advanced dashboards, apply attribution and performance measurement models, and conduct customer segmentation using data models. You will explore experimentation basics and learn how to turn analytics into executive decisions.. Leadership of self, peers, employees and employers II. This course strengthens leadership in complex organizational contexts. You will develop strategic influence and negotiation skills, lead change initiatives, and manage performance and motivation. You will build organizational awareness and professional credibility, strengthening your ability to guide teams and stakeholders through transformation.. Organizational Innovation & Culture Change. This course examines how to drive sustainable transformation at scale. You will apply change management frameworks and innovation governance models to structure progress. You will conduct cultural diagnostics and transformation initiatives, explore how to break silos in large organizations, and embed a CX mindset enterprise-wide.. Theater Tools for CX & Innovation II. This course deepens experiential leadership capabilities through performance-based methods. You will use improvisation to strengthen leadership presence and scenario simulation for service stress-testing. Through embodied exercises and persuasive storytelling delivery, you will build empathy, enhance communication and develop confidence under uncertainty.. UX/UI. This course introduces core user-centered design principles for digital experiences. You will practice wireframing and interaction design, apply accessibility and inclusive design standards, and conduct usability testing methods. You will learn to bridge aesthetics and functionality to create intuitive, effective and meaningful user interfaces.. Prototyping Studio: Digital & Physical Experiences. This course emphasizes experimentation through low- and high-fidelity prototyping. You will develop service and spatial experience prototypes, run rapid testing cycles, and iterate based on user feedback. You will translate concepts into tangible experiences that connect strategy, design and operational feasibility.. Gamification & Engagement Design. This course explores behavioral mechanics in engagement systems and game dynamics for motivation and retention. You will design reward architecture, define engagement metrics and performance indicators, and examine applications in retail, tech and fast-moving consumer goods sectors to strengthen participation and long-term engagement.. CX Strategy & Governance: Managing CX Ecosystems & Vendors. This course addresses governance in complex CX ecosystems. You will examine vendor management practices, evaluate martech stack options, and design governance structures with clear accountability. You will understand service-level agreements and performance metrics, and assess risk and compliance considerations to ensure sustainable and controlled execution.. Third term. APRIL-JULY. Business Model & Growth Innovation Lab. This lab explores experience-led business model design as a driver of competitive growth. You will develop revenue innovation strategies and apply platform and ecosystem thinking to expand value creation. You will learn how to scale innovation initiatives and test new growth models through structured experimentation and validation.. Creative Praxis. This course integrates theory into live practice through advanced experimentation cycles. You will explore creative leadership under constraints and engage in reflective practice and iteration. You will build a personal innovation methodology that connects structured thinking, experimentation and continuous learning in real organizational contexts.. Customer Value Management & Automation. This course focuses on understanding customer lifetime value modeling and its strategic implications. You will design CRM strategy and automation systems, apply predictive retention models and enable personalization at scale. You will explore revenue optimization through CX, linking customer value management to sustainable growth.. CX Analytics III: ROI & Optimization for Leaders. This course equips leaders to model experience ROI and measure the financial impact of CX initiatives. You will design executive dashboards, analyze cost-to-serve optimization and apply data-driven strategic prioritization. Focus is put on connecting analytics to measurable business outcomes.. Leadership of self, peers, employees and employers III. This advanced leadership course strengthens executive communication and the ability to lead transformation at scale. You will learn to navigate political environments and stakeholder management challenges, design strategic talent development approaches, and cultivate a long-term leadership identity aligned with purpose and impact.. Data-Driven Optimization & Experimentation. This course develops capabilities in A/B and multivariate testing within clear experiment design governance. You will apply continuous optimization frameworks and agile data loops to refine performance. You will learn how to scale an experimentation culture that balances speed, rigor and organizational alignment.. Investment and ROI for Experience Leaders. This course strengthens financial decision-making in CX. You will develop robust business case development, evaluate Capex vs Opex decisions in CX and conduct financial forecasting. You will apply risk-adjusted return models and build board-level justification of CX investment grounded in measurable value.. Optimization & Continuous Improvement. This course applies Lean and Six Sigma principles to experience delivery. You will optimize service recovery processes, improve operational efficiency in experience delivery and align KPIs across departments. You will design continuous feedback systems that support sustained performance and cross-functional accountability.. Persuasion & Ethics. This course examines ethical influence frameworks in contemporary organizations. You will analyze dark patterns and responsible design, strengthen trust and transparency in data use and study persuasion in digital environments. You will explore how to balance growth and responsibility in experience and engagement strategies.. Experience Economics & Value Creation. This course explores experience as a competitive advantage within broader value creation models. You will analyze value perception vs cost structure, create pricing strategies linked to experience, and evaluate premiumization and differentiation approaches. You will link CX to shareholder value through measurable economic impact.. Product Portfolio & Lifecycle Management. This course addresses innovation pipeline management and portfolio strategy and prioritization. You will design lifecycle extension strategies, assess cannibalization and risk, and integrate product and experience strategy. You will come away with an understanding of how to balance short-term performance with long-term strategy.. CX & Innovation as Strategy. This course positions CX and innovation as corporate strategy drivers within organizations. You will learn how to embed CX at board level, analyze experience-led differentiation and explore cross-industry case analysis. You will develop long-term transformation roadmaps that support innovation and competitive strategy.. Theater Tools for CX & Innovation III. This course develops executive storytelling mastery through performance-based practice. You will rehearse high-stakes presentations, build empathy under pressure and strengthen confidence and authenticity. Through embodied leadership communication, you will enhance persuasive impact in complex and demanding environments.
Final Project. The Master in Customer Experience & Innovation final project consists of hands-on Innovation Labs that constitute transversal skill building, allowing you to work in areas like the creative process, adaptive leadership, prototyping, design thinking and insights. Each term, you will deliver a different project:. CORPORATE CLIENT PROJECT. Social Impact Project. SOCIAL ENTREPRENEURSHIP PROJECT
Program Extras. SCRUM CERTIFICATION. MENTOR PROGRAM
Career Tracks. Career Tracks. 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 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 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.. MARKETING IN FASHION, LUXURY AND FMCGs. Master end-to-end growth strategies from consumer & fashion sectors to luxury markets. This track 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 track 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 track 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.
