“We can only see a short distance ahead,
but we can see plenty there that needs to be done.”
Alan Turing (1912-1954)
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QUICKFACTS Format:Blended*
Intake: January Profile: ProfessionalandExecutive Locations: SiliconValley,Online,Madrid WEB: www.ie.edu/digital-marketing
* Combinesface-to-faceandonlineinteractiveperiods
**InadditiontoIE’sCoreGlobalMBA+orExecutiveMBA+
Language:English Duration:6months**
TheGlobalMBA+andtheExecutiveMBA+aretwopart-timeprogramsdesignedtobecompatiblewithprofessionalactivity.Theircurriculacombinethewell-roundedcontentofanMBAfromIEBusinessSchoolwiththedepthofaSpecializedProgram.Theircustomizationoptionsletyoutailortheprogramtoyourprofessionalneedsandpersonalcircumstances.
An exclusive experience.It’s your choice
+networking +specialization +opportunities
Global MBA+
Executive MBA+
Digital Marketing
+DigitalMarketingistheSpecializedProgramthatcompletesthesolidfoundationingeneralbusinessknowledge previously acquired during the CoreMBA+experienceatIE.TheoptionofstudyingtheSpecializedProgramasanindependentprogramisonlyavailabletoIEBusinessSchoolMBAalumni.
The +Digital Marketing Specialized Programpreparesadmittedstudents formanychallenges,makingthemmorevaluabletotheirorganizationsand helps them to grow both professionally andpersonally,allowingthemtoreachtheirfullpotential.
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+DigitalMarketing
Nov
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TheSpecializedProgramstartsinJanuaryandisofferedintheBlendedformat.
TheCoreMBAPeriodisofferedinEnglishandSpanish
Technology, internet, mobile and social networks have changed the waybrands interact with their customers. Also, the natural evolution of traditionaladvertising budgets to digital advertising has created a demand for qualifiedprofessionalswhothinkcreativelyandusedigitaltoolstomeasureandcapitalizeonopportunitiesthatdigitalmarketingbrings.
Alberto BebunanProfessorofMobileMarketing,IEBusinessSchool
CEO,MobileDreamsFactory
”
”The emergence of digital technology has led to arevolutionary change in marketing and by the endof thisdecadeevery facetof themarketingmixwillbe radically challenged. People spend less timewatchingTVandreadingnewspaperseachdayandinstead communicate through the use of mobilephones, watch videos on YouTube, look at photosin Flickr and exchange information through socialnetworks.
Digitaltoolshelpcompaniesincreasetheirexposuretoconsumerswhoareactivelyseekingaproductorservice, making it much more effective than otherformsofadvertising.Itiswithoutadoubtthefutureofefficientcommercialization.
INDUSTRYINTRODUCTION
+Digital Marketing / 5
KEYBENEFITS•VarioussectorsofDigitalBusinesscovered:
mobilemarketing,e-commerce,digitalmarketingaudit,socialmediaandbrandawarenessamongothers.
•Marketbroughtdirectlytolearningprocessviacompanyvisits,conferenceswithexperiencedindustryprofessionalsandface-to-faceperiodsinSiliconValleyandMadrid.
•Case-study method analysis, leadershipworkshopsandworld-awarenessseminars.
•Globalnetworkingwithstudentsandalumnifrommorethan100countries.
•Focusonentrepreneurship:visitstobusinessincubators,IEVentureLab,supportwithstart-ups.
Digital Marketing
CAREERIMPROVEMENTPastgraduateshavebeenelectedtojointop-companies(includingUBS,SupersonicAds,Unilever,ShackletonBuzz&Pres,L’Oréal,LGElectronicsamongmanyothers),orstartedtheirownprojects.Furthermore,CareerManagementCenteratIEprovideslifelongtrainingandadvicetomultiplycareeradvancementopportunities.The services provided by CMC include job bank platform, on-campus Career Fair hosting over 120 topcompanies,CurriculumVitaeCompilationbooksenttorecruitersandCareerEducationamongothers.
Nationalities
American,Australian,Argentinean,Belgian,British,Bulgarian,Colombian,CostaRican,German,Indian,Italian,French,Mexican,Pakistani,Russian,Slovak,SouthAfrican,Spanish,Swiss,Venezuelan.
Sales & Marketing 30%
Other6%
PR /Communications 24%
Strategy / Business
Development 27%
Education6%
IT7%
Employmentfunctions
AIMEDAT…TheSpecializedProgram+DigitalMarketingisdesignedfordrivenandexperiencedprofessionalseagertoacquirenew digital business concepts whilst reinforcing theirmanagementandleadershipskills.Furthermore,theprogramisidealforentrepreneursengagedin,orwhoareplanningtocreatetheirownprojectsinthedigitalspace.
CLASS PROFILE
+Digital Marketing / 7
1weekinSiliconValley
Interactiveonlineperiod
1weekinMadrid
January
RESIDENTIALWEEKSThe face-to-faceperiodswill be held at thebeginningand the end of the program. During these intensiveperiods students will participate in activities thatrequirephysicalpresenceandarespeciallydesignedtoprovidestudentswiththenecessarycompetenciesandskillsneededtobecomeasuccessfulbusinessleader.
Students will take assessment tests and present anddefend their business plans which consolidate theworkcoveredovertheentireprogram.Oneoftheface-to-face periods will be held in Silicon Valley duringwhichadmittedstudentswillbeimmersedintheworldof Digital Marketing, both in terms of leading edgecompanies today as well as Venture Capital. Duringvisits to the world’s most influential enterprises,admittedstudentswillhavetheopportunitytointeractandnetworkwithtopexecutives,while learningaboutthe latest challenges and opportunities in digitalmarketing.
COREPROGRAM
6months
GlobalMBA+orExecutiveMBA+9-11months
Digital Marketing
PROGRAMSTRUCTURE
Videoconferences,WebStraightInputConferencesheldbyHighLevelSpeakers.
SPECIALIZEDCOURSES
IntroductiontoDigitalMarketing
MarketResearch&ConsumerBehavior
SocialMediaOptimization
Entrepreneurship
EcommerceStrategy
DigitalMarketing:Metrics,AnalysisandEvaluation
DigitalAdvertising:SEO(SearchEngineOptimization),SEM(SearchEngineMarketing)andDisplayAdvertising
IntegratedMarketingCommunications
MobileMarketing
UsabilityandDesign
DigitalProductInnovation
GlobalLeadershipWorkshop
Please note that some program content may be subject to change.
+Digital Marketing / 9
ADMISSIONSPROCESSWeare looking forcandidateswithmanagerialexperience,strongacademicabilityandpeopleskills. If youthink that the+DigitalMarketingProgram is right for you, start youronlineapplicationatwww.ie.edu/appTheadmissiontothe+DigitalMarketingmoduleisintegratedinthedefiniteadmissiontotheExecutiveMBA+orGlobalMBA+programs.
Ifthelanguageofthe+ModuleanddiffersfromthechosenCoreMBA,languageproficiencymustbedemonstratedduringtheadmissioninterview.CandidatesalsomightbeaskedtoprovideTOEFL(orsimilarexam)results.AlumnithathavepreviouslyacquiredanMBAdegreewithIEandwishtotake+DigitalMarketingasanadd-onmodulemustsubmittheirupdatedCVandcarryoutaninterviewwithamemberoftheAdmissionsCommittee.
Watchthevideo!
BLENDEDEXPERIENCEIE’s blended methodology consists of combining intense short face-to-face periodswith interactiveonlineperiods,allowingcross-cultural teams toworkonglobalprojectsregardlessof theirgeographic location.Thevirtualcampus, throughwhich thecontentsoftheprogramarebeingdelivered,runsactively24/7.Complementingtheonlineforumdiscussions,participantsworkwithavarietyofdigitaldistancelearningtools,fromvideoconferencingandinstantmessengertoonlinedocumentsVOIP.
FACULTYTheSpecializedProgram+DigitalMarketinghasbeendesignedandwillbe taughtby IEBusinessSchool’sdiversefaculty-exceptionalindividuals,educatorsandresearcherswithhighlydiversepersonalandprofessionalprofiles,whoknowhowtohelpstudentsdeveloptheir fullpotential fromdifferentanglesandperspectives.Having considerable industry experience amongst the world’s leading corporations and being engaged inconsultingprojectsandotheractivities,thefacultyremainsinconstanttouchwithbusinessdevelopments.
Legal disclaimer: please note that the above mentioned program information may be subject to changes.
KathrynSchliebenMSNProductSpecialistEMEA,London
JonSladeGlobalOnlineandStrategicAdvertisingSalesDirectorFT.com
ScottSeabornHeadofMobileTechnologies-OgilvyGroupUK
AlexMeislChairman,SpongeLtd
PaulFramptonManagingDirectorofMPGinLondon
KristofFahyVicePresidentofMarketingforEuropeinYahoo
KenMcGaffinDirectorandco-founderofWordtracker
EnriqueDansProfessor of Introduction and Trends in OnlineMarketing.One of the world top experts on Digital Business.Enrique’s interests include the new economy, theeffectsoftechnologyonconsumerbehaviorandtheconsequences of new technological developmentsfor business in general. Enrique holds a PhD inManagement, specializing in Information Systems,Anderson School, UCLA, USA; an MBA from IEBusiness School; and has pursued post-doctoralstudiesatHarvardBusinessSchool,USA.
AlbertoBebunanProfessorofEmergingMedia&MobileMarketing.CEOMobileDreamsFactory,VenezuelaInthemid1990s,AlbertofoundedseveralsuccessfulInternet start-up companies in Venezuela such as
TicketronVenezuela(ticketsforeventsbyphoneandInternet),Webtron(Internetproject-developments),Promotron (events and promotions organizer). In2004,he founded“MobileDreamsFactory”oneoftheleading
EuropeanmobilemarketingandadvertisingagencieswithofficesinSpain,MexicoandUnitedStates.
DavidGraciaProfessorofCampaignManagement.DirectorofInnovationBBVA
MarcMichelProfessorofOperationsManagementinAdvertising.CEO-GTOEurope
GUESTSPEAKERS(Previousyears)
+Digital Marketing / 11
CONTACT:Admissions DepartmentMaria de Molina, 11Madrid, Spain
T: +34 915 689 610F: +34 915 689 [email protected]
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