Study marketing and communication: Maria Fernandes’ story

6 min read

We love students who have something to say. We also love students who champion their peers and aim for excellence. So it’s fortunate for us that Beatriz Ribeiro decided to study marketing and communication with us at IE Business School. 

Read on for this Double Blue Torch winner’s story and insights on what makes a great marketeer. 

What was Beatriz’s journey to study marketing and communication? 

Let’s go back to Beatriz’s time before the Master in Strategic Marketing & Communication—when her academic journey wasn’t so fulfilling: “I started with management for my bachelor’s, but honestly, I wasn’t really thrilled with that choice,” says Beatriz, who’s originally from Portugal.

Looking back, Beatriz now admits her bachelor’s degree provided more than she initially appreciated: “I realize now it was more than it seemed at the time. I’m happy I did it because it gave me a solid background in management, which is useful even in marketing—especially brand management, which is what I’ve been doing. Back then, I found it a bit too heavy on calculus and math, with less emphasis on strategy. That’s where I started losing interest. But with those marketing courses and an internship at Danone, it kind of helped me realize, marketing is what I really want for my future.” 

Beatriz’s six-month internship at Danone has also provided the perfect platform for career development. “The Master in Strategic Marketing & Communication has reinforced my sense of direction,” says Beatriz. “I’ll be going to the Danone headquarters in July, right after graduation. The first internship with them was at their Paris office, in brand management, where I also helped set up the Portuguese team for one of their brands. But now I’ll be interning on the global team at headquarters in Portugal.” 

What makes the Master in Strategic Marketing & Communication different? 

Beatriz opted for the Master in Strategic Marketing & Communication after great feedback from her peers. “I kind of knew what to expect,” she says. “That’s nice, you know, having some idea beforehand. It was easier because some friends of mine studied here and thought it was really valuable.”

“I like how the program is super international, with people participating actively — it’s not boring lecture-style classes,” says Beatriz. “Last term, we had around 17 courses, so I could learn quite a bit of different topics. The master really showed me how broad marketing can be. I’m aiming for a brand management position, but other classmates want to go into market research or communications. The fact that it touches on so many subjects allows you to tailor your path.” 

And the variety of topics has proved personally useful for Beatriz. “We’ve had a media relations course, which might seem less relevant for me now—I’m not doing press conferences just yet—but in the future, I’ll probably have to face the press,” says Beatriz. “The master really prepares you for the future, even if those skills aren’t immediately needed.” 

How do real-world projects help you study marketing and communication? 

“Right now, I’m doing a project with a company that wants to be number one during Christmas,” says Beatriz. “So, we’re helping them build a strategic plan to reach that goal. If our output is good, parts of our suggestions might even be implemented” 

And this sense of real-world application isn’t limited to one project: “It’s worth mentioning that this year, we have several big companies in the program, from luxury brands to FMCG. It’s really diverse,” she explains. Working with these different types of brands has helped her see how varied marketing can be, depending on the industry and target audience.

“Currently, our team is working on a project where we’ve researched deeply through focus groups, interviews, surveys, and secondary data,” says Beatriz. “We’ve built a really solid diagnosis of the problem. Now, ideas are starting to flow based on that insight. It’s great to see how a clear understanding of the issue sparks creativity, leading us to differentiate ourselves from competitors—especially in FMCG, where products often compete on supermarket shelves.” 

How can you make the most of a career in marketing? 

Looking ahead to a career in marketing, the program has helped define Beatriz’s sense of the profession. “In business, most decisions are based on data and numbers—and marketing isn’t an exception to that,” says Beatriz. “I’ve learnt that marketing isn’t just about creativity or advertising. It’s also about understanding and interpreting metrics, KPIs and data.” 

“Before the master, I thought creativity meant coming up with wild, crazy ideas that no one had ever thought of,” says Beatriz. “Now I see it more as problem-solving. I’ve learned that without numbers, it’s risky to bet on an idea—you might just waste money. A new idea from another market or sector can often be adapted to your context and work beautifully.” 

That’s not to say that creativity doesn’t have its place in business. As Beatriz says, “The creativity kicks in after you’ve identified the problem—it’s about sitting with your team, sharing perspectives, and coming up with solutions. In marketing, you need to work cross-functionally — with finance, sales, demand planning—because each department has a different input, and that’s how you reach the best outcome.” 

How can you become a Blue Torch Winner? 

The Blue Torch Awards recognize excellence across all programs at IE Business School. And Beatriz managed to win the prestigious Double Blue Torch for academia and sense of citizenship. 

“I never thought I’d win the Double Blue Torch,” says Beatriz. “But I’m proud. It’s a recognition of effort, of citizenship, of being someone who supports others.” For Beatriz, being nominated by her peers was especially meaningful: “Having colleagues who see you as someone who helps and supports them is super rewarding. I believe that progress isn’t about hiding what you know just to stay ahead. It’s about sharing and working together. If someone has a question or needs support, I’m happy to share my experience.” 

“Sometimes, I don’t even fully know what I’m doing or where I should be headed, but I stay open to learning, listening to feedback, and adjusting,” she says. “For me, education isn’t about being the smartest or the least smart. It’s all about the effort you put in. When I do something, I want to give 100%, or I prefer not to do it at all.” 

Study with us at IE Business School 

Want to follow in Beatriz’s footsteps? The Master in Strategic Marketing & Communication can help you become a modern marketing leader. The program emphasizes collaboration, sharing knowledge and staying adaptable. And it equips you with top digital, branding, and communication skills to thrive in today’s fast-changing world.

In joining our community, you’ll get opportunities to learn from top professors, industry experts—and all in a vibrant city like Madrid. It’s your chance to develop the skills, confidence, and purpose to lead and make a difference in the evolving marketing landscape.