IE Business School proud alum

3 min read

The Master in Strategic Marketing & Communication enables students to meet the needs of today’s dynamic digital world and anticipate the challenges of tomorrow. Carlota Fernández Raga, Master in Strategic Marketing & Communication alum, is currently working in the Loyalty department of Real Madrid CF. We recently sat down with her to learn about her journey into the marketing realm and how her student experience complemented her career.

Where did you work before joining the Master in Strategic Marketing & Communication?

When I joined the Master in Strategic Marketing & Communication in March 2021, I was already working at Real Madrid. Previously, I had worked at the Ferrero headquarters in Luxembourg and in several WPP agencies such as Ogilvy and J.W. Thompson in both Madrid and Brussels offices.

Why was your motivation to study the Master in Strategic Marketing & Communication?

I aimed to gain targeted brand management and partnerships management knowledge because these are the two fields I’m most interested in, and I wanted to deep-dive into them. On top of that, I wanted to join a multicultural class full of professionals from different fields to learn about different soft skills inside and outside the classroom. In addition, my previous academic background is more linked to advertising management and public relations, so I wanted to deepen my knowledge of pure marketing and communications.

What is your biggest takeaway from the Master in Strategic Marketing & Communication?

My biggest takeaway was to apply a strategic approach to everything in life. This involves being able to prioritize and obtain the best result in the most agile way possible. My favorite subjects in the program were “Strategic Sponsoring and Partnership Management,” “Storytelling” and “Branding and Corporate Identity” and really contributed to how much I enjoyed my student experience.

What advice would you give to somebody who is thinking of pursuing the Master in Strategic Marketing & Communication?

I would suggest really thinking through which version of the Master in Strategic Marketing & Communication to enroll in. If you have a more junior profile and wish to reach a new milestone in your career, I would go for the full-time program. On the other hand, if you’re a candidate with more years of experience who wants to gain updated knowledge or change fields, I would suggest the part-time version.

Any advice for somebody who is pursuing the Master in Strategic Marketing & Communication now?

I would advise current students to join IE University Clubs to make the most of their student experience. In my case, I joined the IE Technology and Innovation Club to meet people from other master’s programs and gain diverse experiences. I would also suggest participating in as many in-person activities as possible, especially for those following the Master in Strategic Marketing & Communication part-time; in other words, make the most of the face-to-face periods!

At the same time, a good piece of advice is to really focus on the current term and try to enjoy things day by day—graduation comes before you realize it. Try not to become overwhelmed with upcoming subjects or deadlines but instead concentrate on the current ones. That way, you can organize yourself in a more efficient way while enjoying your student experience.

What do you do in your current role?

I’m part of the loyalty team managing the creation of unforgettable experiences for fans within the Madridista Global Community. We focus on customer experience, project coordination, event management, publications, promotion coordination and international expansion of the Madridista program.

It’s been nearly three years since you started working at Real Madrid. What are your main takeaways?

The sports world is constantly changing and evolving—just like any other industry—but especially after the past two years, we’ve seen the evolution of the sector through digital transformation.

Ten years ago, social media changed marketing. Now, it is the Metaverse and technologies such as virtual reality and augmented reality. How do you think these will affect marketing?

I believe these new technologies and new ways to relate will sooner or later become part of different industries. I think this represents an opportunity for more personalized and practical ways to get in touch with consumers and users, thereby creating extra value for them.

What are three fundamental attributes for somebody working in branding?

·       Diversity ambassador

·       Constant learner

·       Good listener

The Master in Strategic Marketing & Communication fosters these attributes through corresponding blocks of studies and activities that operationalize the main hard and soft skills that a marketer needs to succeed and create an impact in the industry.