{"id":40001,"date":"2025-06-27T12:00:00","date_gmt":"2025-06-27T10:00:00","guid":{"rendered":"https:\/\/www.ie.edu\/uncover-ie\/?p=40001"},"modified":"2026-03-24T19:26:02","modified_gmt":"2026-03-24T18:26:02","slug":"study-marketing-and-communication-ie-business-school","status":"publish","type":"post","link":"https:\/\/www.ie.edu\/uncover-ie\/study-marketing-and-communication-ie-business-school\/","title":{"rendered":"Study marketing and communication: Beatriz Ribeiro’s story"},"content":{"rendered":"<\/span> 6<\/span> min read<\/span><\/span>\n

We love students who have something to say. We also love students who champion their peers and aim for excellence. So it’s fortunate for us that Beatriz Ribeiro<\/a> decided to study marketing and communication with us at IE Business School. <\/p>\n\n\n\n

Read on for this Double Blue Torch<\/a> winner’s story and insights on what makes a great marketeer. <\/p>\n\n\n\n

What was Beatriz\u2019s journey to study marketing and communication? <\/h2>\n\n\n\n

Let’s go back to Beatriz’s time before the Master in Strategic Marketing & Communication<\/a>\u2014when her academic journey wasn’t so fulfilling: \u201cI started with management for my bachelor\u2019s, but honestly, I wasn\u2019t really thrilled with that choice,” says Beatriz, who’s originally from Portugal.<\/p>\n\n\n\n

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“But I did take some marketing and strategy courses, which I really enjoyed, so I wanted to see if that might be the direction I should go.\u201d<\/h3>\n<\/div>\n\n\n\n
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Looking back, Beatriz now admits her bachelor’s degree provided more than she initially appreciated: \u201cI realize now it was more than it seemed at the time. I\u2019m happy I did it because it gave me a solid background in management, which is useful even in marketing\u2014especially brand management, which is what I\u2019ve been doing. Back then, I found it a bit too heavy on calculus and math, with less emphasis on strategy. That\u2019s where I started losing interest. But with those marketing courses and an internship at Danone, it kind of helped me realize, marketing is what I really want for my future.” <\/p>\n\n\n\n

Beatriz’s six-month internship at Danone has also provided the perfect platform for career development. \u201cThe Master in Strategic Marketing & Communication<\/a> has reinforced my sense of direction,” says Beatriz. “I\u2019ll be going to the Danone headquarters in July, right after graduation. The first internship with them was at their Lisbon office, in brand management, where I also helped set up the Portuguese team for one of their brands. But now I\u2019ll be interning on the global team at headquarters in Paris.”\u00a0<\/p>\n\n\n\n

What makes the Master in Strategic Marketing & Communication different? <\/h2>\n\n\n\n

Beatriz opted for the Master in Strategic Marketing & Communication<\/a> after great feedback from her peers. “I kind of knew what to expect,” she says. “That\u2019s nice, you know, having some idea beforehand. It was easier because some friends of mine studied here and thought it was really valuable.”<\/p>\n\n\n\n

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A big highlight for Beatriz has been the program’s modern take on teaching.<\/h3>\n<\/div>\n\n\n\n
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“I like how the program is super international, with people participating actively \u2014 it\u2019s not boring lecture-style classes,” says Beatriz. “Last term, we had around 17 courses, so I could learn quite a bit of different topics. The master really showed me how broad marketing can be. I’m aiming for a brand management position, but other classmates want to go into market research or communications. The fact that it touches on so many subjects allows you to tailor your path.” <\/p>\n\n\n\n

And the variety of topics has proved personally useful for Beatriz. “We\u2019ve had a media relations course, which might seem less relevant for me now\u2014I\u2019m not doing press conferences just yet\u2014but in the future, I\u2019ll probably have to face the press,” says Beatriz. “The master really prepares you for the future, even if those skills aren\u2019t immediately needed.” <\/p>\n\n\n\n

How do real-world projects help you study marketing and communication? <\/h2>\n\n\n\n

\u201cRight now, I\u2019m doing a project with a company that wants to be number one during Christmas,” says Beatriz. “So, we\u2019re helping them build a strategic plan<\/a> to reach that goal. If our output is good, parts of our suggestions might even be implemented” <\/p>\n\n\n\n

And this sense of real-world application isn’t limited to one project: “It\u2019s worth mentioning that this year, we have several big companies in the program, from luxury brands to FMCG. It\u2019s really diverse,” she explains. Working with these different types of brands has helped her see how varied marketing can be, depending on the industry and target audience.<\/p>\n\n\n\n

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Beatriz finds it helpful to apply what she learns in class directly to these real situations, making her feel more prepared for her future career.<\/h3>\n<\/div>\n\n\n\n
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“Currently, our team is working on a project where we\u2019ve researched deeply through focus groups, interviews, surveys, and secondary data,” says Beatriz. “We\u2019ve built a really solid diagnosis of the problem. Now, ideas are starting to flow based on that insight. It\u2019s great to see how a clear understanding of the issue sparks creativity, leading us to differentiate ourselves from competitors\u2014especially in FMCG, where products often compete on supermarket shelves.” <\/p>\n\n\n\n

How can you make the most of a career in marketing? <\/h2>\n\n\n\n

Looking ahead to a career in marketing<\/a>, the program has helped define Beatriz\u2019s sense of the profession. \u201cIn business, most decisions are based on data and numbers\u2014and marketing isn\u2019t an exception to that,\u201d says Beatriz. “I’ve learnt that marketing isn’t just about creativity or advertising. It’s also about understanding and interpreting metrics, KPIs and data.” <\/p>\n\n\n\n

“Before the master, I thought creativity meant coming up with wild, crazy ideas that no one had ever thought of,” says Beatriz. “Now I see it more as problem-solving. I\u2019ve learned that without numbers, it\u2019s risky to bet on an idea\u2014you might just waste money. A new idea from another market or sector can often be adapted to your context and work beautifully.” <\/p>\n\n\n\n

That’s not to say that creativity doesn’t have its place in business. As Beatriz says, “The creativity kicks in after you\u2019ve identified the problem\u2014it\u2019s about sitting with your team, sharing perspectives, and coming up with solutions. In marketing<\/a>, you need to work cross-functionally \u2014 with finance, sales, demand planning\u2014because each department has a different input, and that\u2019s how you reach the best outcome.” <\/p>\n\n\n\n

How can you become a Blue Torch Winner? <\/h2>\n\n\n\n

The Blue Torch Awards recognize excellence across all programs at IE Business School. And Beatriz managed to win the prestigious Double Blue Torch<\/a> for academia and sense of citizenship. <\/p>\n\n\n\n

“I never thought I\u2019d win the Double Blue Torch,\u201d says Beatriz. “But I’m proud. It’s a recognition of effort, of citizenship, of being someone who supports others.\u201d For Beatriz, being nominated by her peers was especially meaningful: “Having colleagues who see you as someone who helps and supports them is super rewarding. I believe that progress isn\u2019t about hiding what you know just to stay ahead. It\u2019s about sharing and working together. If someone has a question or needs support, I\u2019m happy to share my experience.” <\/p>\n\n\n\n

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Beatriz lives by three core principles: dedication, curiosity and adaptability.<\/h3>\n<\/div>\n\n\n\n
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“Sometimes, I don\u2019t even fully know what I\u2019m doing or where I should be headed, but I stay open to learning, listening to feedback, and adjusting,” she says. “For me, education isn’t about being the smartest or the least smart. It’s all about the effort you put in. When I do something, I want to give 100%, or I prefer not to do it at all.” <\/p>\n\n\n\n

Study with us at IE Business School <\/h2>\n\n\n\n

Want to follow in Beatriz\u2019s footsteps? The Master in Strategic Marketing & Communication<\/a> can help you become a modern marketing leader<\/a>. The program emphasizes collaboration, sharing knowledge and staying adaptable. And it equips you with top digital, branding, and communication skills to thrive in today\u2019s fast-changing world.<\/p>\n\n\n\n

In joining our community, you’ll get opportunities to learn from top professors, industry experts\u2014and all in a vibrant city like Madrid. It\u2019s your chance to develop the skills, confidence, and purpose to lead and make a difference in the evolving marketing<\/a> landscape. <\/p>\n\n\n\n

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“The master\u2019s has gone by so quickly, and I\u2019ve made so many connections that I believe will last a lifetime,” says Beatriz. “These relationships and experiences are incredibly valuable, both now and in the future.”<\/h3>\n<\/div>\n\n\n\n
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Study marketing and communication at IE Business School<\/h3>\n\n\n\n

Discover how our Master in Strategic Marketing & Communication can give you a professional edge in the job market.<\/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":"

Your next chapter starts at IE Business School.<\/p>\n","protected":false},"author":56,"featured_media":40455,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wpscppro_dont_share_socialmedia":false,"_wpscppro_custom_social_share_image":0,"_facebook_share_type":"default","_twitter_share_type":"default","_linkedin_share_type":"default","_pinterest_share_type":"default","_linkedin_share_type_page":"","_instagram_share_type":"default","_medium_share_type":"default","_threads_share_type":"","_google_business_share_type":"","_selected_social_profile":[],"_wpsp_enable_custom_social_template":false,"_wpsp_social_scheduling":{"enabled":false,"datetime":null,"platforms":[],"status":"template_only","dateOption":"today","timeOption":"now","customDays":"","customHours":"","customDate":"","customTime":"","schedulingType":"absolute"},"_wpsp_active_default_template":true},"categories":[335,1084],"tags":[451,956,485,483],"class_list":["post-40001","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-admissions-programs","category-program-insights","tag-business-school","tag-marketing-communication-and-sales","tag-master-in-strategic-marketing-and-communication","tag-masters"],"acf":[],"yoast_head":"\nStudy marketing and communication: IE student story<\/title>\n<meta name=\"description\" content=\"Looking to study marketing and communication? 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