The Master in Digital Marketing through the eyes of the academic director

Originally from Italy, Irma Papaleo says that her professional career was born in digital marketing. She studied in Siena and Milan, earning her master’s in communication and marketing, interning for Accenture and working on a project for Audi. Since graduation, Irma has embraced roles in writing strategic planning, digital transformation, campaign strategy and website and product management. Her various roles have sent her to work in Germany, Colombia and Spain, and to work for various international companies like Accenture, British Airways, Iberia, and currently, Amadeus.

As the academic director of the Master in Digital Marketing, Irma is responsible for curriculum development, overseeing the pedagogical approach and ensuring that the program’s content remains at the forefront of digital marketing, innovation and practice. Irma has a full-time job outside of working as the academic director, but she considers teaching a profound extension of her professional life because she can share her insights and experiences to help mold the upcoming wave of digital marketing professionals.

“For me, it’s an honor to guide these new students toward becoming thought leaders and innovators in the marketing domain.”

The Master in Digital Marketing is a program that focuses on digital channels, data-driven decision-making and the dynamic nature of digital marketing. According to Irma, nowadays there is no marketing without digital. “If you want to be relevant in the marketing and communication worlds, you have to know about digital as well.” Irma also highlights IE University’s focus on building the next best you, which means pushing her students to chase their next best version, while chasing excellence herself in the program’s build.

Structured in four main areas, the Master in Digital Marketing is a holistic program designed to keep students ahead of the curve. The first area is the Core Period, where students learn about general competencies in communications and sales. The second is Strategic Marketing, which is more about gaining a holistic understanding of the latest strategies and methodologies used in marketing. The third is a more in-depth overview of digital marketing tools, allowing students to learn how to use the cutting-edge platforms and tools used in digital marketing. And the fourth focuses on the practical, hands-on labs, which use practical experiences to teach students to apply the knowledge and techniques they’ve already learned. Students are also given the option to earn an external certificate from Google Analytics.

Irma goes on to explain that one of the highlights of the program is the collaboration with key companies and players: “In our five years in the program, we have collaborated with Amazon, Havas, Coca-Cola, IKEA, Iberia, Accenture, WOW Concept, Google and many more. All these companies bring real-world applications, cases and actual challenges to the classroom.”

Most of the professors are also professionals in the digital marketing realm, which gives students a unique, firsthand insight into what’s going on in digital marketing in real time.

The employability results of the program speak to its power. “Within two months of graduation, 70% of our students find a job. And after four months, 100% of them are working,” shares Irma. With the skills and knowledge gained along the way, students are able to pursue a wide range of roles in the field. Depending on their individual skills, interests and prior experience, students go on to work in positions ranging from digital marketing manager, global content lead, email marketing manager, digital media planner, performance marketing executive and more.

Irma acknowledges that the digital marketing landscape is ever-changing, noting that IE University works relentlessly to stay ahead of the trends: “Digital marketing is happening right now, so we have to review and update our program continuously by looking at the current trends, forecasting future trends and taking student feedback into account. The program is adapted every year and in real time.” For example, this year alone, professors have integrated generative AI for marketing into their lectures.

“Our global network of professors bring in new ideas and insights, helping keep us up to date.”

Before committing to the program, Irma suggests that students clarify their goals in order to make informed choices. “And once they make their choice, they should be really proactive in gaining experience by asking questions, networking and continuously learning,” she advises. Staying dedicated to their professional development is key to excelling in a career in digital marketing.

According to Irma, studying digital marketing at IE University will be a big game changer. Students will grow as professionals who are ready to face the real world, but they will also grow personally. “Our students will become more conscious of what they want, who they are, where they want to go, what they want for their future and what type of impact they want to generate. Their mindset will change and they will build a network that will last a lifetime.”