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. UNDERSTANDING THE IT MARKETING ECOSYSTEM LAB: PROGRAMMING AND ALGORITHMS. This Lab will help you develop algorithmic thinking and a practical understanding of how technology powers modern marketing platforms.. Business Digital Transformation. In this course, you will explore how organizations leverage digital technologies to transform business models, customer experiences and internal processes. You'll analyze real cases to understand digital maturity and innovation in competitive markets.. DATA ANALYSIS & INSIGHTS FOR MARKETERS . In this course, you'll learn to interpret and translate data into actionable insights that inform marketing strategy, with a focus on decision-making, performance evaluation and communicating insights effectively. . BRANDED CONTENT & CONTENT MARKETING . Develop strategic content ecosystems aligned with brand positioning and performance objectives, learning how to create and scale valuable content for target audiences.. DIGITAL MARKETING BLUEPRINT. This course provides a holistic foundation in modern marketing strategy. You'll cover digital ecosystems, customer journeys and value creation frameworks in an AI-driven environment.. GEN AI FOR MARKETING LAB. This Lab focuses on the practical integration of generative AI into marketing workflows, from content creation and personalization to experimentation and automation.. Second term. JANuary-MARCH. INTEGRATED RESEARCH TECHNIQUES. Quantitative & Qualitative Research. This course equips you with both quantitative and qualitative research tools to understand customer behavior and inform strategic decisions. You'll learn how to design research frameworks, interpret data and extract meaningful insights that shape marketing strategy.. Paid Media. This course explores how brands strategically invest in paid channels across search, display, video and programmatic environments. You'll learn to design integrated paid media strategies aligned with business objectives, performance metrics and omnichannel ecosystems.. WEB ANALYTICS I. This course builds a strong foundation in digital performance measurement. You'll learn how to interpret user behavior, evaluate marketing effectiveness and design analytics frameworks that support strategic decision-making.. CX, UX and UI principles. . This course introduces you to the fundamentals of customer experience, user experience and interface design. You'll explore how to create frictionless digital journeys that connect brand strategy with user-centered design principles.. NEXT-GEN SEO: AI & LLM STRATEGIES. This Lab explores the evolution of SEO in an AI-driven landscape. You'll analyze how search behavior is changing with generative AI and large language models, and learn how to design visibility strategies beyond traditional keyword optimization.. Owned Media. This course examines how brands design and manage digital ecosystems, including websites, blogs and platforms. You will develop a customer-centric approach to owned media strategy and understand its role within an integrated digital mix.. Customer Relationship Marketing. Designed to provide you with an analytical perspective, this course gives you an understanding of the relationships between brands and customers through every stage of the customer journey. You will learn through an omnichannel context with the objective of making data actionable for marketing and business strategies, while optimizing the decision-making process.. PAID SEARCH. This course focuses on search engine marketing and performance strategy. You’ll discover how paid search fits into the customer journey, how to define measurable objectives and how to optimize campaigns based on data and business impact.. DIGITAL PRODUCT MANAGEMENT LAB. This Lab introduces you to the principles of digital product thinking within marketing contexts. You will learn how to define value propositions, prioritize features, align cross-functional teams and make data-informed product decisions, with a focus on bridging marketing strategy with product development to drive user growth and business impact.. MASTERING CREATIVE TOOLS FOR DIGITAL MARKETING. This course equips you with practical skills in the most relevant creative tools used in digital marketing today.. SOCIAL MEDIA MARKETING. This course reviews the main social networks so you can master the science of both organic and paid social media. You’ll be able to define a social business scorecard, realistic objectives and expected results, as well as prioritize KPIs for related strategies.. EMAIL MARKETING AND LEAD GENERATION. This course explores how email and lead strategies drive acquisition, nurturing and conversion. You’ll learn to design lifecycle-based communication strategies aligned with CRM and performance objectives.. EARNED MEDIA. This course focuses on how brands build credibility and visibility through organic amplification, community engagement and media relationships. Here, you’ll analyze how earned media integrates within broader marketing ecosystems.. third term. APRIL-JULY. WEB ANALYTICS II. Creating a Digital Analytics Plan is a continuous improvement process. Learn how to make strategic decisions based on business and competitor analysis.. Influencer Marketing Lab. . This Lab simulates real-world influencer campaign development, from strategy and partner selection to activation and reporting. You will learn how brands collaborate with creators to drive measurable impact beyond visibility.. CRISIS AND REPUTATION MANAGEMENT LAB. Crisis management is a challenge that any organization or business might face. Whatever type of crisis it may be—product-related, disaster-related or management misconduct—handling those critical moments effectively in the public arena is essential for companies. In this Lab, you’ll learn how to develop effective crisis management frameworks and gain the tools for rapid decision-making, crisis-plan execution and reputation recovery.. Marketing Automation Lab. To get a better understanding of what marketing automation is and how it can potentially help a business, in this Lab you’ll learn how to set up automated campaigns, from choosing the right objectives and planning each campaign element to measuring and optimizing the results.. MOBILE MARKETING STRATEGIES. Designed to delve into the dynamic world of mobile marketing, this course covers the key techniques and tools for engaging with consumers effectively on mobile devices. You’ll learn about mobile advertising, app marketing, SMS campaigns and social media strategies tailored for mobile users.. Social Media Marketing. This course reviews the main social networks to help you master the science of both organic and paid social media. By the end, you’ll be able to define a social business scorecard, realistic objectives and expected results, as well as prioritize the KPIs for related strategies.. PAID MEDIA LAB. This Lab builds on the foundations of the Paid Media course to help you develop advanced execution and optimization skills. You’ll design, test and refine performance-driven campaigns across digital platforms, focusing on budget allocation, experimentation, attribution logic and measurable business impact.. AI AGENTS FOR MARKETING. This course explores how AI agents and autonomous systems are transforming marketing operations. You’ll learn how AI-driven tools can automate workflows, enhance personalization, support decision-making and optimize performance at scale, with an emphasis on strategic integration, responsible implementation and real business applications, rather than purely technical development.. MARKETING THROUGH VOICE: PODCASTS AND BEYOND. Discover how brands use audio channels, including podcasts and voice platforms, to build engagement and authority. In this course, you’ll learn how to design voice-driven content strategies, grow audiences and measure impact within integrated digital ecosystems.. E-COMMERCE AND ONLINE SALES. This course explores digital commerce models and revenue strategies. Here, you will analyze platform dynamics, value propositions and growth levers to maximize online performance and ROI.

Final Project. Working in a team environment, you and your peers will develop a marketing plan for a real company based on a real-world case. This will be considered your final master’s project, in which you take on board all of your knowledge from the program and put into practice the skills you have honed. In the past years, we have collaborated with The Coca-Cola Company and IKEA. Demonstrate the ability to independently design, justify, and defend a comprehensive marketing strategy, integrating creativity, analytics, and business thinking to deliver measurable impact and professional-level outcomes, with strategic guidance from a coach.

Beyond the program. Academic Essentials. CAREER DISCOVERY ACCELERATOR. 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.. IMPACT SKILLS ACCELERATOR. 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. Unlocking Creativity Thinking Critically Moving People Shaping Futures with AI Team Transformation Executing Projects. Program Extras. INTERNATIONAL EXPERIENCES. 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.. Global Immersion Week  . The Global Immersion Week allows students to network with companies, explore new cultures and gain new career insights.. Social Impact Week. During the Social Impact Week, students are able to visit local companies and develop a project focused on Social Impact, Entrepreneurship and MARCOM.. MARCOM SPEAKER SERIES. 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.. ADDITIONAL CERTIFICATIONS. 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.. VENTURE LAB. As a student or alumni you can be part of IE's Venture Lab. Here, you will be trained as an aspiring entrepreneurs to validate, design and prepare their startup projects for launch. Here you will have a full incubation program that takes you from the idea stage to your MVP.. CAREER SPECIALIZATIONS. Description. After completing your program, you’ll be able to join an additional optional term to specialize in 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.