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\nThis course addresses how to gather the resources needed to convert opportunities into businesses, and how to team up with others to establish a business plan and work toward a common objective. You will learn to recognize opportunities, understand the perspectives of various stakeholders, troubleshoot, lead a team, and write and present a business plan—all key components to success in the entrepreneurial process.
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\nThis course focuses on branding and identity management and examines how managers can increase consumer connection and marketers can develop consistent strategies by studying consumers’ behaviors and profiles. You will learn to build powerful brands based on three all-important branding points: (a) building brand equity, (b) measuring brand equity, and (c) capitalizing brand equity. The course explores how AI is reshaping each of these dimensions, from creating distinctive brand experiences and identities to measuring brand perceptions and identifying new opportunities to strengthen and monetize brand equity. By the end of the course, students will have better marketing knowledge from a brand-equity perspective.
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\nDURING THESE TWO SESSIONS, WE AIM TO PROVIDE YOU WITH AN UNDERSTANDING OF:
\nIn today’s world, understanding how to communicate successfully and navigate a range of different media is extremely important. Whether for their own internal media channels or for a critical public interview, companies, organizations, and institutions need to establish strong strategies for handling the communication life cycle from planning to performance. This course will introduce you to the fascinating world of crafting and communicating messages in the most effective way. Taking place over two days in the Media Lab in Segovia, it’s a practical, hands-on training workshop that’s designed to give you an introduction to producing a well-crafted message and delivering it in front of camera.
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\nConsumer behavior, attitudes, and ways of thinking are key to marketing. To drive business growth, you must discover what your customers think and do, as well as the most efficient ways to influence them. To accomplish this, it is important to first understand how and why your customers think rationally or irrationally and the different ways into their minds. You will explore tools like Buyer Persona, customer journey and touchpoints. Previous knowledge of strategic consumer insights/market research as applied to business growth is desirable but not compulsory.
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\nLearn the power of storytelling and how to leverage it for specific communication objectives. Evaluate storytelling practices for corporate branding and communication and learn how to pull together storytelling structure and technique in order to develop compelling brand stories. Brands as powerful content producers are the new normal. Creating awareness and engaging audiences and communities go far beyond traditional advertising.
\nThis course provides a comprehensive exploration of loyalty programmes, their strategic importance in marketing, and their role in building and maintaining customer relationships. Through a blend of theoretical understanding and practical application, you will learn how to design, implement, and measure effective loyalty programmes across various industries.
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\nThis course brings together strategy, business and society. It will increase your awareness of ethical and social issues in decision-making while developing your ability to implement integrated corporate social responsibility (CSR) strategies with a long-term impact. You will become familiar with different types of ethical reasoning and learn to critically reflect on how they can be applied in practice. You will also learn to manage stakeholder expectations and understand how corporate responsibility has evolved from philanthropy and isolated initiatives to more strategic approaches, including CSR and creating shared value (CSV).
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\nAdditionally, the course explores the transformation of traditional media planning due to social media and influencer marketing. You will gain insights into owned and earned media, covering digital product and web design, inbound marketing, CRM and marketing automation, social media management, user-generated content, brand advocacy, brand communities, and influencer marketing.
\n","layout":"L007","card":{"component":"BasicBoxedCard","editorID":557,"parentEditorID":556},"editorID":556,"parentEditorID":555}],"editorID":555,"parentEditorID":542},{"component":"StructureTabElement","title":"Data Visualization","subtitle":"","metaTitle":"Data Visualization","metaDescription":"","componentModules":[{"anchorID":null,"component":"IntroTextCard","theme":"default","verticalSpacing":"medium","alignCardAndText":true,"title":null,"subtitle":null,"detail":"Master the art of presenting complex marketing data through intuitive visual narratives in this Data Visualization course. You will learn to employ advanced tools to translate marketing metrics into actionable insights and to design compelling visualizations that inform strategic decisions and convey stories effectively to stakeholders.
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\nYou will develop the ability to evaluate the creative, technological, data, and organizational capabilities required to manage AI-enabled marketing ecosystems. Particular attention will be given to AI-powered analytics and measurement, predictive decision-making, personalization, content generation, and real-time campaign optimization. By the end of the course, you will be able to design integrated, AI-driven channel strategies tailored to specific business contexts, balancing technology and automation with creativity, human judgment, and customer relevance.
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\nWe will discuss critical terms such as PPC (pay per click), CRO (conversion rate optimization), e-commerce and DTC (direct to consumer) strategies and CRM (customer relationship management) connecting to retention and lifecycle management.
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\nYou will learn how to identify and manage reputational risks, develop issues-management and contingency strategies, map and engage key stakeholders, and design effective communication strategies across traditional media and social platforms.The course also explores the critical role of internal communication in building employee trust, managing organizational change, and maintaining alignment during periods of transformation, restructuring, or crisis. Finally, it explores how leaders can build credibility and influence through consistent, transparent, and strategically aligned communication, enabling organizations to respond effectively to high-pressure situations while strengthening long-term stakeholder relationships.
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\nSustainable growth requires marketing and commercial teams to connect customer value with business performance. This course equips marketing managers with the strategic frameworks and practical tools to translate market, customer, and competitive insights into commercial strategies that drive profitable growth. You will explore how to identify growth opportunities, define commercial priorities, optimize portfolios and pricing, and align marketing, sales, and channel strategies around shared revenue objectives.
\nThe course focuses on Revenue Growth Management (RGM) as a strategic discipline, examining the role of pricing, promotions, assortment, pack architecture, channels, and customer segmentation in maximizing revenue and profitability. You will learn how to use data and analytics to evaluate commercial performance, make informed trade-offs, and develop actionable growth plans across different markets, customers, and routes to market.
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A core element of the Executive Master in Strategic Marketing & Communication, the Impact Skills Accelerator builds the expertise that experienced professionals draw on as leaders. Applied courses are integrated throughout the program, building the strategic authority and people skills you need to lead with direction and carry your teams with you.
These courses include:
The Career Accelerator from the IE Career Advancement Center provides a personalized path with expert coaching, tailored resources, exclusive events, and powerful networking opportunities to help you achieve your career goals with confidence. Based on your unique career goals, discover how you can take the next step in your career with the Career Accelerator:
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