4 min read

“So, did it work?”

That’s what Ignacio Azinovic’s father asked him after he completed the Executive Master in Strategic Marketing & Communication at IE Business School. Ignacio didn’t hesitate: “It worked—and not just in one way, but on multiple levels.”

For many professionals, the real question about business school is value. It’s not just financial—it’s whether the investment pays off in the long run. For Ignacio, that value is becoming more obvious with each passing year.

Let’s take a look at how the Executive Master in Strategic Marketing & Communication can change your life.

What kind of career does the program suit?

Ignacio had a varied career path before joining us at IE Business School. With a background in business management and hands-on experience in marketing at Coca-Cola and in the healthcare sector, he had a strong skill set to hand. However, he found himself feeling increasingly disconnected from the future he envisioned.

“At Coca-Cola, I was executing plans. But I didn’t understand the ‘why’ behind them,” says Ignacio. “After that, working in healthcare, I realized I wasn’t really doing marketing anymore. There came a point where I had to evolve—both in knowledge and role.”

The Executive Master in Strategic Marketing & Communication fit Ignacio’s plans and lifestyle. This was due to its flexible, blended format and strategic curriculum, which allowed Ignacio to continue working alongside his studies. Ignacio gained knowledge in marketing trends, technologies and frameworks—leading him to a consulting role at Seidor. This role challenges Ignacio to lead multidisciplinary teams in delivering complex projects, all while aligning strategy, product development and stakeholder needs with clear business goals.

How does the program deliver its curriculum?

Unlike traditional programs, the Executive Master in Strategic Marketing & Communication offers a 360-degree understanding of the field. Like Ignacio, you’ll learn how to intersect communication, branding and digital strategy to meet complex business goals.

“Before, I was just doing PowerPoints,” says Ignacio. “With the program, I finally understood the theory behind the actions—the strategy behind the campaigns. We weren’t just told to run an ad or post a video. The professors challenged us to think at the next level—to go beyond average.”

Ignacio was also delighted by the program’s hands-on philosophy.

This was enacted through several industry projects, whereby classmates were faced with challenges from repositioning health tech apps to launching fashion brands inspired by Norwegian culture. “It sounds funny, but we applied human supplement marketing strategies to dogs,” says Ignacio. “It was a full consulting project, with influencer engagement and market adaptation. And that’s exactly the kind of work I do now—without the dogs, obviously.”

What skills does the program instil?

Ignacio doesn’t point to a single class when assessing his newfound skills. He points to the confidence and overall transformation he gained from IE Business School. Strategic thinking came first: “Now I can build things from the ground up—not just execute.” Leadership followed: “As a consultant, I’m the face of my company for my current client. That’s a responsibility I earned through this experience.” And finally, the network: “I made professional connections and even helped a classmate change careers and join my firm.”

Reflecting on his time during the program, Ignacio feels yet more enthused by the content. “It’s really next-level if you give it your full attention,” he says. “You learn not just from the professors—but from your classmates. It’s a cocktail of perspectives.”

From digital marketing to stakeholder engagement, Ignacio gained both the academic foundation and the applied insight he’d been missing. He credits the professors—particularly those with real-world consulting experience—for pushing him to think critically and challenge conventional approaches. “This master didn’t just change what I do. It changed how I think—and that’s the real ROI.”

Study the Executive Master in Strategic Marketing & Communication

If you want to stand out in today’s digital marketplace, you need more than just marketing knowledge—you need a 360-degree vision. This program helps you master the latest tools in branding, communication and reputation management, while also giving you the confidence to handle open innovation, social media strategy and crisis situations.

The Executive Master in Strategic Marketing & Communication is built around your career.

With its flexible blended format, you’ll keep working while learning from top professors and sector professionals. Three intensive weeks in Madrid give you the chance to put theory into practice and strengthen your skills in real time.

Most importantly, you’ll build a powerful network. Surrounded by peers from across industries and supported by IE Business School’s global community, you’ll leave with the connections and insight to create impact wherever your career takes you.