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Master in Strategic Marketing & Communication

Gain a 360º strategic view of marketing & communication
duration10 months
languageEnglish
locationMadrid
intakeSeptember*
MODE OF STUDYFull-time
FORMATIn-person
duration10 months
languageEnglish
locationMadrid
intakeSeptember*
MODE OF STUDYFull-time
FORMATIn-person

MULTI-DIMENSIONAL MARKETING AND COMMUNICATION FOR A NEW ERA

In our advanced digital era, innovative thinkers are needed to design marketing and communication strategies that cut through the fog and engage hyper-connected consumers. The Master in Strategic Marketing & Communication will provide you with the tools, knowledge and experience needed to meet these challenges, allowing you to lead your organization to success in a dynamic and complex business ecosystem. This program is a 360-degree exploration of the current marketing and communication landscape, challenging you to pursue the next best you as you gain skills in brand and reputation management, communication and marketing.

This rigorous program includes several unique components designed to boost your educational experience and help you stand out from the competition:

  • Kick-start your learning with the Common Core Period, where you master the basics of analytical, commercial, creative and digital skills while you build connections with your diverse, international classmates from our various programs.
  • Complement your skills with optional certifications from digital leaders like Google and Salesforce. We also offer the IE University Sustainability Certificate, which features expertise from the top-ranked IE Business School.
  • Gain firsthand experience with our optional international experiences. Join the Global Immersion Week or Social Impact Week and visit leading players in the field in London, Ghana, Amsterdam or South Africa.

Build your professional skills with our Career Track period, a three-month add-on allowing you to gain practical experience in either Marketing and Tech or Marketing for Consumer Goods, Luxury and Fashion.

*The 2024-2025 intake starts on September 9th.

WANT TO KNOW MORE?

YOUR PROGRAM, PART OF THE STAGE EXPERIENCE

By studying a program in Marketing, Branding & Sales, you’ll be a part of something bigger than just your studies, something we call The Stage. All programs will benefit from The Stage experience, where students can collaborate and learn from each other. The Stage ensures that you not only create lifetime friendships and professional networks but will also have a well-rounded education that prepares you for the next stage: a successful career after graduation.

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Master in Strategic Marketing & Communication Overview

WHO IS THE MASTER IN STRATEGIC MARKETING & COMMUNICATION FOR?

IT'S FOR INDIVIDUALS WHO...

...are future-thinking professionals with a strategic business mindset in the marketing and communications field.

LOOKING FOR...

…a 360-degree vision of communication and marketing. The program prepares professionals to lead and guide their organizations through strategic decisions, with agile methodologies and application of the latest trends, creating business value through branding, communication, marketing and reputation management. Students may go on to roles such as brand manager, crisis communication and reputation manager, communication director, CSR and social impact manager, new media strategist, risk and crisis manager and more.

Rankings

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globallyMaster in Strategic Marketing & Communication
QS Master in Marketing Ranking
3
globallyMaster in Strategic Marketing & Communication
QS Master in Marketing Ranking
2
GloballyIn Employability
QS Master in Marketing Ranking
3
GloballyIn Diversity
QS Master in Marketing Ranking

KEY AREAS OF THE MASTER IN STRATEGIC MARKETING & COMMUNICATION

COMMON CORE PERIOD

We believe that any career path within Marketing, Communication & Sales requires general competency in several key areas. Our approach is simple: first, lay the groundwork with a strong basis in the foundations; then, allow you to specialize by completing one of the unique master’s programs under the Marketing, Communication & Sales umbrella. IE Business School accomplishes the first through the Common Core Period, which you will focus on in Term I.

Over the course of six weeks, you’ll cover building blocks that will help to enhance your creative, analytical, commercial, business, strategic and digital know-how, while gaining the optimal blend of hard skills that will turn you into a versatile professional capable of succeeding in any area of Marketing, Communication & Sales.

CORPORATE BUSINESS & MANAGEMENT

To work in businesses, it’s crucial to understand the foundations of how they operate and the impact that branding, marketing and communication professionals have on the overall bottom line. Delve into subjects like Reputation Management, Business Strategy, Entrepreneurship, and Ethics & Corporate Governance to get the big picture.

STRATEGIC COMMUNICATION AND MARKETING

In this area, you’ll nail down core topics like Branding and Corporate Identity, Strategic Marketing, Storytelling, Strategic Sponsoring and Partnership Management and Public Affairs.

COMMUNICATION AND MARKETING PLANS

Obtain the marketing and communication skills that will make you a valuable and future-forward team leader. Take courses like Digital Marketing, Content Marketing, Internal Communication and Change Management, and Integrated Marketing Communication.

TOOLS AND SKILLS FOR COMMUNICATION AND MARKETING

No matter the sector or position, if you’re a branding, marketing or communication professional, you must know how to think analytically and leverage data for key decision-making. In this program, you’ll master subjects such as Research Methods in Communication and Marketing, Data Insights for Decision-making, Communication Planning, and Measuring Intangibles and KPIs.

REASONS TO STUDY THE MASTER IN STRATEGIC MARKETING & COMMUNICATION

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

01.

A DEEP DIVE INTO COMMUNICATION IN THE DIGITAL ERA

Earn the latest skills and knowledge to develop, from A to Z, not only communication and marketing plans but also contingency, issue management, brand management, CSR and reputation plans.

02.

LEARN FROM TOP PROFESSIONALS OF THE NEW DIGITAL ECONOMY

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

03.

UNLOCK YOUR HIGH-IMPACT CAREER

Companies need modern professionals to lead and guide their organizations through agile methodologies and the application of the latest trends in creating business value through branding and reputation management.

04.

MAKE THE RIGHT CONNECTIONS

Gain access to IE University’s unparalleled network of 60,000 professionals worldwide and a careers department focused on helping you build relationships that matter.

FLexibility in your Career Path

Choosing the right program for you can be difficult. We’re here to guide you in your Marketing, Communication & Sales career journey from the start with the support of our Recruiting & Admissions team, who will closely review your background, skills and future goals to ensure you choose the right program. All our full-time programs begin with a 2-month Common Core Period, designed to give you the key foundations to succeed in this career path.

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

STUDENT PROFILES

by Academic Background (%)
Legal
Engineering
Social Sciences
Science
Humanities
Others
Business
by Region (%)
Latin America
North America
Asia Pacific
Europe
by Industry (%)
Marketing /Media/ Technology
Consumer Products & Retail
Education & NGO
Tourism & Hospitality
Fashion & Luxury
Banking & Consulting
Healthcare / Pharma / Biotechnology
Other
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40
nationalities represented in class
40
nationalities represented in class
70000+
IE University Alumni in your network to help you get where you want to go
83%
International students
PROGRAM STRUCTURE

PROGRAM STRUCTURE OF THE MASTER IN STRATEGIC MARKETING & COMMUNICATION

Program Structure
10 Months
Description
PreProgram
CORE PERIODDisplay more information
TERMSDisplay more information
Final Project
PROGRAM EXTRASDisplay more information

The Master in Strategic & Marketing Communication is designed to help you navigate the challenges and changes of our advanced digital era. The program kicks off with a Common Core Period, in which you’ll study common courses with master’s students from our other Marketing, Communication & Sales programs. This will allow you to network with like-minded thinkers from other programs, as well as the option to pivot your career path if necessary. Following the shared core courses, you will dive into the following areas of focus:

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*Please note that our program content is continually updated to remain in sync with market demands. Therefore, we advise you that the content is subject to change and it can be dependent on student demand.

University private degree

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

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

THE NEXT BEST YOU 

The Master in Strategic Marketing & Communication shows you how to conceive, strategize, implement and measure multidisciplinary campaigns in an era where the need for tech-savvy MARCOM professionals is greater than ever. It’s also expertly designed to unveil what’s next for you and what’s best for you, giving you what you need to realize your full potential. This unique journey of self-discovery and inner transformation will help you unlock your authentic self so you can become the most impactful professional you can be. We’ll help you learn about the current you—your interests, talents, blind spots and aspirations. Then, we’ll guide you, challenge you and provide the right environment to nurture your pursuit of the next best you.

YOUR CAREER 

What does your dream career look like? The Master in Strategic Marketing & Communication is a transformative process that helps you define your ultimate career ambitions and find and impart what it is you need to get you there. Incorporating new insights resulting from our expert analysis of the latest labor market data and our continuous engagement with the global business community, the program delivers a broad set of skills and knowledge to engage digital communities and deliver results for you and your organization.

YOUR IMPACT 

Do you have what it takes to make things happen? In today’s world of work, this requires a well-honed set of cognitive, behavioral and digital skills. Companies are now looking for competent professionals who can bring about meaningful change, capable of harnessing the power of branding and creativity to communicate with consumers and really build connections. The Master in Strategic Marketing & Communication is designed to maximize your potential for impact, equipping you to tell your brand’s story and create campaigns that leave their mark.

YOUR PURPOSE 

In today’s landscape, it’s no longer enough for businesses to be driven by the profit motive alone. In marketing and communication, you should know how to leverage your skill set to work towards a better future too. A sense of purpose also provides the drive and motivation that will serve you well throughout your professional journey. That’s why we’re committed to helping you discover and define your purpose and align it with your career. The Master in Strategic Marketing & Communication will show you how to tell stories that change the world.

DUAL DEGREES

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

COMBINE IT WITH A MASTER IN MANAGEMENT

Suitable for 0-2 years of experience

COMBINE IT WITH AN INTERNATIONAL MBA

Suitable for more than 3 years of experience

our faculty

Cristina Vicedo Álvarez | IE Business

OUR MASTER IN STRATEGIC MARKETING & COMMUNICATION ACADEMIC DIRECTOR

Cristina Vicedo Álvarez - Professor in the following masters: Executive Master in Strategic Marketing & Communication, Master in Digital Marketing

  • General director of FutureBrand in Madrid
  • President of the AeBrand management board
  • Representative in communication and branding forums and institutions (Woman's Week Foundation, Dircom)
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MEET OUR COMMUNICATION, MARKETING & SALES PROFESSORS

UNSURE IF THIS IS THE RIGHT PROGRAM TO HELP YOU ON YOUR PROFESSIONAL JOURNEY?

At IE University, we have carefully streamlined related subject areas to create unique paths featuring similar programs. Guided by these paths, you can take control and discover the right program for you.

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Joana Ferreira

"I embarked on this incredible journey of becoming the #NextBestMe in a place that celebrates diversity and the vibrant multicultural environment that enriches our learning."

Joana Ferreira

Product Management Kérastase & Shu Uemura @L'Oréal DACH 

Experience Madrid

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

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FREQUENTLY ASKED QUESTIONS

WHAT IS THE MASTER IN STRATEGIC MARKETING & COMMUNICATION?

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The Master in Strategic Marketing & Communication at IE University is a 360-degree exploration of the current marketing and communication landscape, giving you the brand management, communication, marketing and reputation management know-how to create and lead campaigns with purpose, drive growth and make an impact on the sector.

SHOULD I STUDY THE MASTER IN STRATEGIC MARKETING & COMMUNICATION?

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Organizations in all sectors need professionals to guide them through the application of the latest trends in creating business value through branding and reputation management.

WHAT IS THE BEST MASTER'S DEGREE IN MARKETING?

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We can’t tell you which program to choose, but we believe our rankings speak for themselves. Our Master in Strategic Management & Communication is rated 3rd globally in the prestigious QS Master in Marketing ranking. In addition, QS ranked our program 2nd globally in employability and 3rd globally in diversity.

WHAT DO YOU LEARN IN MARKETING AND COMMUNICATIONS?

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Following an initial Common Core Period, in which you’ll study common courses with master’s students from our other Marketing, Communication & Sales programs, you’ll then move on to study a number of areas in more depth: corporate business and management, strategic communication and marketing, communication and marketing plans, and tools and skills for communication and marketing. You’ll then undertake a final project, working in teams to solve a real-world challenge.

HOW LONG IS THE MASTER IN STRATEGIC MARKETING & COMMUNICATION?

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The Master in Strategic Marketing & Communication is a 10-month full-time program. You'll study in the heart of Madrid's bustling business hub.

DO I NEED A BACKGROUND IN MARKETING OR COMMUNICATION?

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The Master in Strategic Marketing & Communication is aimed at professionals with a strategic business mindset in the marketing and communications field. While the majority of our students come from a marketing or communications background, many have backgrounds in law, social sciences, humanities or other areas.

WHAT IS THE STRUCTURE OF THE MASTER IN STRATEGIC MARKETING & COMMUNICATION?

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The 1st term lasts three months. During this time you’ll study the core subjects, followed by the specialized subjects. The 2nd term, also lasting three months, builds on the basics learned in term one, tackling more advanced topics surrounding the way corporations communicate their identity, the strategies to best express that brand and the responsibility that corporations have to improve society. In the 3rd term, which lasts four months, you’ll solidify the skills you’ve already learned and dive into discussions, case studies and hands-on simulations to master topics such as internal communication, marketing strategies, public affairs and consulting. This culminates in the final project, where you’ll work on a consulting brief for an existing company.

Is there a Part-Time or Executive version of the program?

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Yes, we also offer a part-time Executive Master in Strategic Marketing & Communication , which lasts 15 months and is delivered in a blended fo rmat.

What does the day-to-day in the program look like?

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This is a full-time program with classes from Monday to Friday in our Maria de Molina Campus. You can expect aproximately 3 or 4 hours of classes per day, which may be scheduled in the morning or the afternoon. In addition, you will also be required to complete individual and team work, for which we recommend spending around 2 hours per day.