Career Sector Tracks in Marketing, Communication & Sales

4 min read

Want to become a modern marketing specialist? Your communication strategies need a laser focus to cut through a fog of messaging. Every day, your audience is bombarded with information, while also being hyper-connected to their favorite brands and organizations. Getting through has never been more challenging. 

We provide all Marketing, Communication & Sales students with optional Career Sector Tracks, which they pursue after completing each master’s program. These add-ons offer the chance to develop specialized knowledge in one of two specific sectors: Marcom for Tech Companies or Marcom for Consumer Goods, Luxury and Fashion. Participants graduate ready to enter their chosen field immediately, equipped with cutting-edge tools for the industry. 

Why do specialized Career Sector Tracks matter?

Every student has their own professional goals. If you’re interested in a career in tech or the luxury goods/fashion sector, the Career Sector Tracks give you a great head start. Taken during an additional September-to-December term once you complete the main program, they help deepen your knowledge in your sector.

There are additional project-based learning opportunities, too. And you’ll have even more networking opportunities to boost your chances of launching your career exactly where and how you want to.

For two IE Alumni, the Career Sector Tracks opened doors to professional growth. They came to IE Business School in search of the next best version of themselves. Now, they’re leaving with transformative ideas and career opportunities.

A new lens on luxury

Colombian-born Angie Paola Duran Gómez came to IE Business School with a background in marketing and brand strategy, with specific experience in fashion, beauty, jewelry, real estate and logistics.

She had even launched her own fashion brand in her home country, though still sought a fresh perspective. “I knew I wanted to keep growing in the creative industry, but this time learning from the inside, understanding how the best in the world operate,” she tells us. “The luxury track gave me access to people and insights from the industry that helped me rethink everything: from positioning and retail to storytelling and customer experience.”

Indeed, Angie was taken aback by just how differently she saw the sector once she’d completed the Marcom for Consumer Goods, Luxury and Fashion track. “I used to see luxury marketing as something aspirational and mostly visual,” she explains. “But through the track, I learned how strategic and thoughtful it really is—how it’s about protecting brand legacy, crafting emotion through storytelling, and creating long-term value. It changed the way I see brand building forever.”

Angie is not alone in experiencing a transformation in her mindset over the course of the Career Sector Track.

Being a marketing specialist in a tech-first world

Zack Sherman’s background was in tech, and he chose the Marcom for Tech Companies track with some very specific reasons in mind. “I’ve always been interested in innovation, and wanted to further expand my horizons prior to returning to the professional world,” he says. “It has helped me understand not only best business practices in further depth, but also how to improve my presentation skills and how to connect with leaders.”

For Zack, the opportunity to visit Google as part of the Career Sector Track was a lightbulb moment. “It was incredible to visit the Google for Startups Campus in Madrid, to see how young, innovative businesses are being supported by this tech giant. It made me understand the importance of staying relevant to your consumer and their constantly changing needs.”

Indeed, that customer focus is a takeaway that Zack cites as a particularly valuable element of his Career Sector Track. “I would say customer-centricity is the key to success. It’s crucial to ideate and iterate based on your clientele’s problems, providing solutions that best solve their issues via channels they receive best,” he explains. 

Angie and Zack, it seems, have found their own ways to pierce that messaging fog.

What are the shared takeaways of the two different Career Sector Tracks?

Our two alumni are pursuing careers in very different sectors. However, both gained relevant experience, mentorship and direct exposure through their studies. “One of the most exciting projects was a collaboration with Parfums Christian Dior, where we developed a 360° marketing strategy to reposition J’adore for Gen Z in Iberia,” says Angie. “We combined research, creative direction and media strategy, proposing pop-ups, OOH campaigns and digital activations. It was a huge learning experience that challenged us to think like a luxury brand team would.”

It’s a challenge Angie has overcome very successfully, and she’s now working at a private real estate co-investment club. Here she leads communication, branding and growth efforts. Zack, meanwhile, made what he calls “valuable connections” and gained “great career insight and references” from both his professors and from other professionals at Google and Microsoft. He moved to London after graduation and joined ISN, a global leader in contractor and supplier management.

Looking to launch your marketing career with specialized expertise?

Zack and Angie’s successes demonstrate that the Career Sector Tracks are more than extra training—they’re a transformative experience.

Are you looking to explore the latest CX trends in the tech world? Do you want to pursue a career as a global player in communications and sales with the latest digital marketing tools? The Career Sector Tracks are the springboard to the Next Best You.