In the Marketing & Communication track you will learn the foundations and main functions of marketing and communication in order to reach the right target and engage with the audiences of a product or service. The main professional areas of marketing and communication will be covered from a practical and applied point of view. You will also touch on the latest trends in the field to realize how they empower businesses and brands, enabling them to create and sustain competitive advantage.

Crisis Communication


Today’s business world recognizes the value of having knowledge and skills within the area of crisis communication, because what differentiates leaders (at any level) from managers is that leaders know how to behave during a crisis and, most important, how to prevent the next crisis to emerge. This course was designed to provide you with a “survival package” of a first-class corporate communication professional who knows how to intervene before (i.e., issues management) and during a crisis (i.e., crisis management). You will learn how to develop an issues management plan, how to write a contingency plan, and how to manage strategic communication to the press or in social media.


1. Learn how to develop an issues management plan

  • Monitoring issues in their phases (potential and emerging) and propagation of a message online and offline
  • Prioritize issues and identifying relevant stakeholders in order to engage them pre-emptively
  • Define roles, responsibility and steps for issues management

2.Learn how to develop a contingency plan

  • Identify vulnerabilities of your business
  • Define limit of a crisis
  • Prepare a contingency plan (action/off line plan, communication plan)
  • Be aware of different dialogue strategies in social media (online comm. plan)

3.Learn how to manage communication during crisis

  • Evaluate advantages and disadvantages of 5 communication strategies when dealing with the press during a crisis
  • Improve personal ability to communicate well in conflict situations
  • Manage frames and language during a crisis

Strategic Marketing

Ignacio Gafo

What is Marketing? How does it connect with Strategy? How do companies differentiate themselves? This is an introductory module to Marketing where the student will be introduced to the Marketing Planning Process and explore how companies select markets and differentiate themselves in a digital world. During the module, students will cover both the Apple and the Dove cases.



These sessions are aimed at introducing the students to the marketing concept and marketing strategies. Specifically, understanding the customer through the beginning of its journey, from the moment a need is detected, the search of the right product to cover that need, the choice of a certain brand and the final stage when the product is used by them. We will also focus on explaining what a value proposition consists of and learn how companies write them and then implement them through the marketing mix elements.

Channel Managment and Retailing

Maite Aranzábal



  1. Distribution Channels
    • Introduction to Distribution Policy
    • Channel Functions
    • Channel Design and Management
    • Multichannel Management
  2. Trade Marketing
    • Nature and organizational structure
    • Category management and Shopper Marketing


  • Introduction to Retailing
  • Important developments in retailing
  • Type of retailers
  • Retail strategy
  • Multichannel
  • Future of retail


  • P.C.: Competitive Advantage through Channel Management

This case provides a synopsis of three companies: Dell, Inc., IKEA, and Seven-Eleven (Japan) that have developed a competitive advantage through channel management. Each case highlights the company’s focus on customer relationships and how the channel is designed to maximize customer service.

Branded Content


Students will understand the concept and nature of Branded Content; they will be able to identify the main different Branded Content techniques and tools, their respective characteristics and dynamics, as well as to determine which one of them better fits into a given brand communications strategy.
By the end of the course they should be able to develop a comprehensive Branded Content strategy, at least up to a pre-production stage.


Jaime Veiga

The main aim of this course is to understand the practical aspects to set up this methodology in a company: (a) research laboratory and most common methodologies; and (b) examples of neuromarketing projects carried out for brands.

The topics covered in order to achieve the objectives are the following:

Neuromarketing lab: instrumentation, experimental procedures and methodologies, results analysis, interesting indicators for marketing and advertising, and final report.
Neuromarketing integration with traditional market research methodologies, such as focus groups, surveys or in-depth interviews, among others.
Neuromarketing practical cases: branding, product test, advertisement, in-store, on-line, entertainment, etc.

These topics will generate a knowledge applicable to:

  • Setting up a neuromarketing lab in a company.
  • Implementation of neuromarketing projects in fields like branding, product test, advertising, in-store, on-line or entertainment.
  • Enhancing the knowledge towards new types of projects within the fields of market research.
  • Subcontracting to complement the existing research methodologies.

Strategic Communication

Juan Briz

According to management guru Michael Porter, a strategy is “deliberately choosing a different set of activities to deliver a unique mix of value”.

In today’s business world there are few words used in as often as “strategy” and “communication”. They are easily used together or attached to other words like “management”, “stakeholder”, “customer”, “marketing”,…As they sound important, they easily become popular among business people. But what does “Communication” mean in a business context and how does it link with the “Strategy”, in order to develop “Strategic Communication”?

Some scholars define strategic communication as the purposeful use of communication by an organization to fulfill its mission. Several relevant disciplines are typically involved in the development, implementation, and assessment of communications by organizations: management, marketing, public relations, technical communication, political communication, corporate social responsibility and social networks.

In this framework, this workshop will aim to provide the students with the basic ideas about what is involved in setting up a communication strategy in order to build reputation and trust. Students will find out how the perception of stakeholders is established and measured, how key corporate messages are structured, how businesses are deciding how to use the media and other channels to get those strategic messages across through a variety of topics and channels and how to assess and plan corporate communication. In an interactive manner, during the course we will review recent cases of successful strategic communication initiatives and plans.

And, as in an alternative definition, Porter said that strategy is “choosing what not to do”, we will also learn from some “not so successful” strategic communication initiatives.

Digital Marketing and Social Media

Pedro Moreno 

Modern marketing has evolved to the point where isolated and independent marketing channels need to increase their technological, organizational and strategic integration to function efficiently and meet the ever-growing demands of hyper-connected consumers. The complexity of marketing decisions has also increased significantly in the last decade, and marketing managers now have a greater number of tools and channels at their disposal. In this five-hour program, you will discover these new concepts of digital marketing through cases and practical exercises that will allow you to gain experience implementing the latest in marketing strategies.

Technology and Communication

Dennis Neiman 

This class is intended to give a broad overview of communication technologies and the fundamentals of information and will cover three key areas: Human communication, Human-Machine communication and Machine-Machine communication.

The area of Human communication delves into the fundamentals of information, the evolution of communication technologies and its impact on humanity. What new roles will technologies, such as social media, digital ecosystems and augmented reality, play in government, business and society as a whole?

In the area of Human – Machine communication, participants will learn about a range of technologies, from intelligent agents to Internet of Things, experiment with them and critique their relevance and application. We will also explore the concept of extended awareness with the aid of ubiquitous connections and sensors.  Finally, in the area of Machine to Machine, we’ll investigate the propagation of smart systems such as smart grids, intelligent transportation and smart cities. What are the consumer applications of M2M: will my refrigerator really need to speak to my oven about dinner tonight?
Participants will leave with a working understanding of the key emerging communication technologies and their potential business opportunities and techniques for maintaining this understanding over the long term.

Integrated Marketing Communication

Peter Boland

The workshop aims to introduce students to the practice of integrated marketing communication (IMC) and provide them with initial tools to plan and develop communication strategies, together with appropriate techniques to validate creative ideas.

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