{"id":31161,"date":"2023-07-12T14:56:25","date_gmt":"2023-07-12T12:56:25","guid":{"rendered":"https:\/\/www.ie.edu\/uncover-ie\/?p=31161"},"modified":"2026-04-22T11:05:24","modified_gmt":"2026-04-22T09:05:24","slug":"what-you-need-to-know-to-succeed-in-strategic-marketing-and-communication","status":"publish","type":"post","link":"https:\/\/www.ie.edu\/uncover-ie\/what-you-need-to-know-to-succeed-in-strategic-marketing-and-communication\/","title":{"rendered":"What you need to know to succeed in Strategic Marketing and Communication"},"content":{"rendered":"<\/span> 4<\/span> min read<\/span><\/span>\n

After completing her bachelor\u2019s degree in international business, Paloma Bau Arrechea<\/a> wanted to spend more time studying marketing and communication to add focus to her academic path. As international business is a well-rounded degree, the door to marketing and communication was open, and she stepped through it with the Master in Strategic Marketing and Communication<\/a>. <\/p>\n\n\n\n

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I chose this particular program because I wanted to move back to my home city, Madrid, but I also wanted to continue studying. IE University offered the perfect option for me to do both.<\/p>\n<\/blockquote>\n\n\n\n

Coming from a global environment in her undergraduate studies, Paloma was looking for a program that offered the same international mindset, as well as a chance to keep improving her level of English to be successful in her specialization. Paloma also wanted something that would stand out from other programs, \u201cI wanted a program that was the best\u2014I didn\u2019t want a regular program.\u201d<\/p>\n\n\n\n

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\u201cI was looking for a master\u2019s that was highly ranked and would complement my resume.\u201d<\/em><\/h3>\n\n\n\n

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\"What<\/figure>\n<\/div>\n<\/div>\n\n\n\n

Paloma learned about IE University from a friend who had studied here, and the blend of business, marketing and communication offered in the Master in Strategic Marketing and Communication drew her to apply. Plus, after looking at ratings and reading success stories from IE University alumni, Paloma knew this would be the perfect next step toward her future.<\/p>\n\n\n\n

Taking her learnings into her career<\/strong><\/h4>\n\n\n\n

The program led her to a project management role at Accenture. Today she delegates tasks, moving team members to different areas, and she\u2019s also in charge of developing a multinational digital communication strategy. <\/p>\n\n\n\n

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I focus on the two things I\u2019m best at: organizing and communicating.<\/p>\n<\/blockquote>\n\n\n\n

As for the communication side of her current role, she uses the skills gained in the program to create an end-to-end digital vision of the marketing activities her team carries out. \u201cWe work on enhancing the customer journey by looking at the pain points and finding ways to improve the experience through the website, with a focus on acquisition. We\u2019re a consulting firm, so we need to sell, but we want to deliver the best user experience.\u201d <\/p>\n\n\n\n

Paloma certainly learned a lot in the program, both inside and outside the classroom. \u201cI learned how to work, and more specifically, work with people from all over the world. I think that\u2019s my biggest takeaway from the program\u2014learning how to work.\u201d The program also taught her to listen carefully and be open to the opportunity to learn from people with different perspectives. Plus, thanks to all the group projects and real-world cases, Paloma learned that as a project manager, she would be responsible for what her team was doing.<\/p>\n\n\n\n

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\"What<\/figure>\n<\/div>\n\n\n\n
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\u201cProject managers are the last layer. They need to ensure that everything is organized and delivered on time. I learned that during the program\u2014how to be the best me.\u201d<\/em><\/h3>\n<\/div>\n<\/div>\n\n\n\n

Having enrolled at IE University with no professional background, Paloma says she got her MARCOM role at Accenture because of the program. Accenture was looking for someone who had a communication and marketing background, especially as they specialize in the digital market. As an international company, they also wanted someone comfortable working with people from other cultures\u2014and IE University had provided Paloma with just that. “The program has a really strong international character; it\u2019s one of the best things about it.”<\/p>\n\n\n\n

An environment that pushes you to be better<\/strong><\/h4>\n\n\n\n

As much as its international character, Paloma loved the focus the program, and the university as a whole, places on entrepreneurship and innovation. \u201cI think IE University really pushed me to innovate\u2014to take the things I like and go a bit further with them.\u201d This entrepreneurial spirit was elevated by the professors, as well as her classmates. \u201cIE University has some of the highest-ranked students and professors in the world, and that\u2019s something you cannot take for granted.\u201d<\/p>\n\n\n\n

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\u201cBeing with excellent people makes you want to be excellent.\u201d<\/em><\/h3>\n\n\n\n

<\/p>\n<\/div>\n\n\n\n

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\"What<\/figure>\n<\/div>\n<\/div>\n\n\n\n

Paloma would recommend this program without hesitation, and while she would \u201cdo it again without a doubt,\u201d she\u2019d have preferred a little professional experience behind her before she enrolled. \u201cI loved the program, but I would have been more mature and gained even more with a bit more work experience going into it.\u201d She felt that with a couple of years in the world of work, she would have been able to offer more insight for group projects and class discussions. Even so, Paloma would recommend the program and all its highs and lows: \u201cI remember they told us it would be like a rollercoaster. And it\u2019s 100% that.\u201d<\/p>\n\n\n\n

Since graduation, Paloma has considered continuing her studies, \u201cI thought of studying another master\u2019s now that I\u2019m a bit older, but I don\u2019t think I\u2019ll find a program that offers me as much as IE University did. I want to grow professionally, but I\u2019ll have to find other ways to do that because I already studied the best program out there.\u201d<\/p>\n\n\n\n

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Are you ready to boost your professional growth?<\/h3>\n\n\n\n

Discover how a Master in Strategic Marketing and Communication at IE University can help enhance your career.<\/p>\n<\/div>\n\n\n\n

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Learn more<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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