{"id":34069,"date":"2024-09-27T11:55:44","date_gmt":"2024-09-27T09:55:44","guid":{"rendered":"https:\/\/www.ie.edu\/uncover-ie\/?p=34069"},"modified":"2026-04-22T11:01:51","modified_gmt":"2026-04-22T09:01:51","slug":"revamped-and-refocused-the-new-executive-master-in-strategic-marketing-and-communication","status":"publish","type":"post","link":"https:\/\/www.ie.edu\/uncover-ie\/revamped-and-refocused-the-new-executive-master-in-strategic-marketing-and-communication\/","title":{"rendered":"Revamped and refocused: the new Executive Master in Strategic Marketing and Communication"},"content":{"rendered":"<\/span> 5<\/span> min read<\/span><\/span>\n

Talking to the program\u2019s Academic Director Cristina Vicedo<\/a>, it\u2019s clear that significant changes have been made to keep it ahead of a changing sector and make it the most complete degree of its kind.<\/p>\n\n\n\n

Here we\u2019ll take a look at where the program is going and how it\u2019s changed to enhance the student experience while addressing their critical work\/life\/study balance. Just as upskilling is always necessary to keep your own professional trajectory on track, so the program has been updated to confront a rapidly evolving sector.<\/p>\n\n\n\n

A more strategic marketing focus<\/h2>\n\n\n\n

The program now takes a more strategic focus, diving into the emerging technologies that are disrupting the sphere. Artificial InteIligence, data and digital marketing have all become central to the discipline, but that doesn\u2019t mean we\u2019ve dropped the more traditional, humanistic elements that remain important in effective marketing and communication.<\/p>\n\n\n\n

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“Having data today, for me, is super-important. Data from your competition, data from your market, data from the sector you want to move in, from the product you want to launch. But of course, if you\u2019re unable to somehow distill all the data that you receive and adapt it to what you\u2019re looking for and to your needs, what\u2019s the use of so much data?” – Cristina Vicedo<\/h4>\n<\/div>\n\n\n\n
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After a foundational first term that covers topics like reputation management and branding, the second term is perhaps the most intensive and rewarding. This is where students comprehensively explore integrated marketing, data visualization and media storytelling, studying \u201ceverything they have to learn in terms of planning and strategy development.\u201d<\/p>\n\n\n\n

It\u2019s an opportunity to build an extensive, completely up-to-date toolkit to handle complex marketing challenges. This term is designed to ensure that students are well-prepared for the strategic demands of their future roles.<\/p>\n\n\n\n

Reflecting the real world<\/h2>\n\n\n\n

In exploring specialized subjects like internal communications, public relations and ethics in governance, students\u2019 learning aligns with their career goals, whether that\u2019s focusing on sponsorships or improving public affairs strategies, for example. This approach broadens their expertise while aligning their new-found skills with real-world applications.<\/p>\n\n\n\n

One thing that hasn\u2019t changed is the extensive professional experience of the faculty, who bring firsthand insights of the realities of the sector to the classroom. This is invaluable insight, because our graduates\u2019 future careers in the industry will see them faced with the challenges inherent in working with a diverse range of clients, stakeholders and colleagues. So the program includes face-to-face periods where debate is encouraged and all students are exposed to differing worldviews and backgrounds, just as they will be in their future careers.<\/p>\n\n\n\n

Updating the student experience<\/h2>\n\n\n\n

Our vision for the Executive Master in Strategic Marketing and Communication goes well beyond changes to its curriculum. With Cristina on board as Academic Director, we\u2019ve made a real commitment to improving the overall student experience by enhancing the program\u2019s practical elements.<\/p>\n\n\n\n

During the in-person weeks held in Madrid, each student has a one-to-one meeting with faculty to get to know them better\u2013their family situation, their professional obligations, their motivations for choosing the program. This helps us to help them align their academic and personal ambitions with their plans for their professional futures, and focus their program journey accordingly.<\/p>\n\n\n\n

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\"Revamped<\/figure>\n<\/div>\n\n\n\n
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Moreover, though it\u2019s a predominantly online program, it\u2019s also a journey to each student\u2019s next best version of themselves. So it\u2019s important that the institution provides a safe environment for our entire community, whether online or in person, and that nobody misses out on the benefits of mixing with our diverse community in person.<\/h4>\n<\/div>\n<\/div>\n\n\n\n

Balancing work, life and study<\/h2>\n\n\n\n

Maintaining a healthy work-life-study balance can sometimes be challenging for master\u2019s students. Cristina emphasizes the importance of proactive engagement and effective time management; students must be willing to dedicate time and effort, balancing their professional responsibilities with academic demands. But the program\u2019s flexible online learning options support this balance, so students can integrate their studies with their professional and personal lives<\/p>\n\n\n\n

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Our face-to-face periods are important. There are three, one of which is not mandatory, but normally everyone comes to all three. We have one-to-one meetings with students to get to know a little about their personal situation; if they have a family, if they live alone, what they want to do, why they\u2019re doing a master’s, why they chose this degree. For me it\u2019s particularly important to understand what\u2019s behind a person who is already working wanting to do a master\u2019s. And it\u2019s important that this is a very safe environment for students, even if they want to pursue the program online. – Cristina Vicedo<\/p>\n<\/blockquote>\n\n\n\n

The updates to this program reflect a deep understanding of the needs of modern professionals. Through continuous evolution and a focus on both the student experience and career readiness, it ensures our graduates are prepared for tomorrow\u2019s marketing landscape and poised for future success.<\/p>\n\n\n\n

Highly experiential<\/h2>\n\n\n\n

Reflecting the importance of experiential learning, the program integrates highly practical classes such as Media Relations. This is a chance for students to practice their public speaking, receive constructive feedback and learn how to handle press interactions confidently. Practical experience is in high demand by employers, and therefore, students. So the program provides ample opportunity to learn and enhance the real-world skills that will stand our graduates in good stead in their job search and their later careers.<\/p>\n\n\n\n

And it doesn\u2019t end there; in their final projects, students tackle real-life marketing and communication challenges posed by real companies. This allows them to work as consultants, presenting their solutions to industry leaders. As well as providing valuable sector experience, this often opens doors in the professional world, as they\u2019re face to face with some of the sector\u2019s leading recruiters.<\/p>\n\n\n\n

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\u201cNowadays students, especially graduate students, seek much more experiential study and real cases. I would say 70% of our faculty are working at the same time as they teach. Why? Because we look for professors who teach their classes the reality of the sector.\u201d – Cristina Vicedo<\/h4>\n<\/div>\n\n\n\n
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\"Revamped<\/figure>\n<\/div>\n<\/div>\n\n\n\n

Skills for impact and the future of the program<\/h2>\n\n\n\n

Looking to the future, Cristina tells us that while the content of the Executive Master in Strategic Marketing and Communication may evolve, our future alumni\u2019s takeaways from its updated content will always be immediately applicable in the real world. New courses in topics such as Creative Thinking, Team Working, Disruptive Martech and Storytelling for Brands reflect emerging trends in a marketing and communication industry with a highly dynamic future.

And if there\u2019s any doubt that these new skills provide immediate career impact, the program\u2019s final projects provide ample evidence. Many of the students undertake their final project for their current employers, proposing solutions to contemporary challenges their organizations are facing. The Executive Master in Strategic Marketing and Communication therefore adds value to our students\u2019 employers as well as the participants themselves\u2014so much so, that several of our graduates have secured promotions on completing the program.<\/p>\n\n\n\n

By empowering them to put their learnings to work immediately, IE Business School ensures our graduates have the cutting-edge skills and practical experience to accelerate their career success.<\/p>\n\n\n\n

Transformative learning<\/h2>\n\n\n\n

If you\u2019re considering advancing your career in marketing and communication, this is a comprehensive platform to enhance your skills and propel your professional journey. With a strategic curriculum, a focus on experiential learning and a strong emphasis on achieving a healthy work-study balance, it\u2019s designed to provide a transformative learning experience.<\/p>\n\n\n\n

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Ready to elevate your career without disrupting your professional life? <\/strong><\/h3>\n\n\n\n

The Executive Master in Strategic Marketing and Communication can help you create an impact in your career and within your organization.<\/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":"

Talking to the program\u2019s Academic Director Cristina Vicedo, it\u2019s clear that significant changes have been made to keep it ahead of a changing sector and make it the most complete degree of its 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