This two-session pre-program course builds the foundations of working with data on Excel. Once you've completed this pre-program, you will be able to confidently use your new data-driven problem-solving skills and navigate the technical world of Excel.

This course delves into the realm of visual communication, emphasizing the importance of constructing compelling visual compositions and presentations. Students will explore how elements such as type, image, color, and space combine to create effective visual systems. Learning objectives include presenting information effectively, conveying emotion to target audiences through visual elements, selecting visual assets aligned with creative briefs, and constructing adaptable visual systems for various communication channels.

This course blends lectures and practical exercises to deepen understanding of Strategic Marketing and Branding. Lectures introduce key concepts with real-world examples, while exercises offer hands-on application. Students learn to develop effective strategies by leveraging analytical skills and market insights, covering brand definition, management, models, dilemmas, and the branding process. Emphasizing integration with business strategy, the course addresses the 5 C's, STP process, and 4 P's of marketing.

This workshop introduces the concept of well-being and its significance in thriving personally and contributing positively to communities. Students will develop skills for a better life and invest in becoming their best selves, focusing on presence, curiosity, and reflection to align with core values. Emphasis is placed on fostering a safe environment for open dialogue and exploration of well-being practices. Key objectives include introducing core values of well-being, increasing awareness of the mind-body-soul connection, fostering a healthy self-perception, motivating personalized action plans, and cultivating an authentic culture of well-being.

This course equips graduate students with advanced communication skills for professional and personal success. Covering persuasive storytelling, participants learn to effectively convey ideas, engage stakeholders, and inspire action through public speaking. Key objectives include clear communication, storytelling mastery, non-verbal enhancement, audience tailoring, active listening, stakeholder confidence, and personal growth reflection.

The internet landscape is evolving rapidly with various social media platforms, reshaping brand-consumer interactions. This course explores the dynamic social media ecosystem, stressing the importance of grasping social dynamics and technology. Through case studies and practical experience, students learn social business strategies, tools, and key performance indicators driving web 2.0 evolution. The goal is to equip students to create and execute comprehensive social media strategies, emphasizing understanding social consumer principles and best practices. By the course's end, students comprehend the business impact of social media, develop strategic plans, and define realistic objectives and indicators for their strategies.

Project management is essential in modern organizations, covering various activities like product development, technology implementation, marketing, and mergers. Two main methodologies, classic and agile, offer distinct approaches, each with strengths and limitations. This workshop offers hands-on experience in project planning and control, stressing the importance of adapting managerial approaches to the project type. Participants will learn agile Scrum methodology and classic techniques including work breakdown structures, Gantt charts, resource management, budgeting, and progress monitoring. By understanding the pros and cons of both methodologies, managers can effectively select the most suitable practices for different project scenarios.

This course focuses on customer experience within human-centered design and design thinking frameworks, prioritizing empathy and positive interactions. Participants learn to understand customer needs, create journey maps, gather feedback, and design initiatives from the customer's perspective. Key topics include emotional connection, customer-centric culture, and measuring experience metrics.

Marketing and Communication Managers play a critical role within companies' Leadership Teams, particularly in today's rapidly evolving business landscape. They are integral to financial viability plans, as their departments shape the marketing mix to enhance customer loyalty, drive sales, and optimize costs. Moreover, they assist in minimizing risks and informing strategic decisions. To effectively contribute, Marketing and Communication Managers must grasp key financial concepts and develop financial acumen. This understanding enables them to generate value in their recommendations, aligning consumer perspectives with company objectives and operations.

This course explores identity, exclusion, and inclusion in everyday society, emphasizing their importance in business for employee recruitment, engagement, and retention, as well as for overall profitability. While diversity and inclusion are often used interchangeably, the workshop highlights their distinctions and impact on individuals and organizations. Participants will learn practical strategies and skills to implement diversity and inclusion initiatives effectively. By the course's end, students should grasp the differences between diversity, equity, and inclusion, understand their significance in personal and professional spheres, and be able to apply authentic diversity and inclusion strategies.

This highly interactive workshop emphasizes problem-driven thinking as essential for success across various ventures, including startups, corporations, and social enterprises. Participants engage in action-oriented, hands-on activities, fostering idea exchange, reflection, and experiential learning. By the workshop's end, attendees will recognize the entrepreneurial mindset, understand the role of value and creativity in opportunity identification, and leverage entrepreneurship to create sustainable and social impact.

This class covers market research fundamentals and consumer behavior concepts essential for insight practitioners. It explores qualitative, quantitative, and neuromarketing methods, alongside insights into decision-making processes and behavioral economics. Emphasizing data-driven insights, students learn to identify market information, understand key consumer demographics, and develop strategies for business growth.

Negotiations are akin to theater productions, where understanding the characters, scripts, and behind-the-scenes dynamics is crucial for success. Transactional Emotional Intelligence (TEI) sessions aim to equip participants with the interpersonal skills needed to navigate negotiations effectively, fostering positive outcomes and satisfaction for all parties involved. The course covers various negotiation concepts, including collaborative and competitive approaches, empowering students to confidently tackle complex negotiations using the tools learned throughout the sessions.

This workshop addresses the shift towards more horizontal and team-centric organizational structures, emphasizing the importance of high-performance teams in today's workplace. Participants will gain awareness of their own preferences and practice strategies for building and sustaining successful teams. The focus is on cultivating a collective mindset and implementing self-healing strategies to address common dysfunctions. Key objectives include understanding the benefits of teamwork for decision-making and problem-solving, learning principles of group dynamics and management techniques, and developing people skills to navigate challenges within work teams.

This course explores the complexities of cross-cultural communication in today's interconnected world. While physical travel has become routine, effective communication across borders remains challenging. Using real-life examples from global business hubs like Mumbai, Tokyo, and New York, the course unpacks the diverse elements of culture. Participants will learn theoretical concepts and engage in hands-on exercises to develop intercultural competence. Key objectives include identifying implicit communication norms, understanding cultural specificity, decoding different cultural contexts, and fostering empathy to bridge communication gaps.

This course equips students with essential theoretical and practical skills for Business Development & Sales in Marketing and Communication. It enhances strategic thinking and business acumen, preparing students for post-master's success. Students gain skills for global business development, explore decision-making psychology, and learn effective relationship-building strategies. Additionally, the course covers sales methodologies, customer journey impact, sales technology, and key analytics.

In this course students will learn programming terminology. They will obtain a solid grasp of the basic mechanics of programming, including a strong foundation in Python.

This course teaches students the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements.

Among the most demanded qualification by companies is the one of Data Analyst. Data analysts typically work with existing data to solve defined business problems. To develop data-driven problem-solving skills; to learn how to obtain data from structured data sources using basic SQL queries; to clean, structure and obtain insights from data using off-shelf analytics tools like Excel or Tableau; to develop data visualization and storytelling skills.

This course provides students with a clear understanding of the most commonly used technologies today. Students will become familiar with tools such as Blockchain and Cloud, and technologies like AI, machine learning, and virtual and augmented reality.

The importance of content in Digital Marketing:

• Creating and curating valuable content for target audiences.
• Content distribution and promotion strategies

• Customer Behavior in the Digital Age: Understanding the evolution of marketing in the Digital age.
• The role of digital marketing in contemporary business.
• Key digital marketing trends and challenges.

Research is a key part of market research. This course is about techniques and methods to understand why people behave the way they do. Students will become fluent with the ingredients of quant research: target definition, sample size, quotas, data collection, questionnaire, debriefing, etc.

Qualitative Research works around the language, that is between the declarative world and the unconscious level of the consumer mind. Main qualitative research techniques will be reviewed: focus groups, in-depth interviews, neuromarketing...

Paid Media refers to external marketing efforts that require a paid placement, like display advertising, pay-per-click, performance marketing or television. This course delves into the fundamentals of paid media and also reviews concepts like Programmatic Buying with an omnichannel media strategy.

This course establishes the foundations of digital analytics. Throughout the course, students will acquire a strategic vision and be able to understand the working methodology of a digital analytics plan. What’s more, students will learn to confidently work with the main analytical tools used in today’s market and be fully equipped to take an exam to obtain an IQ Certificate in Google Analytics.

This course has been designed to provide the students with an immersive, practical, workshop within an innovative environment to test and learn state of the art technologies. Students will get firsthand real experience in developing a tech-based product/service/tool from a business perspective as well as in dealing with coders/programmers, IT people.

This course focused on the essentials of Customer Experience (CX), User Experience (UX), and User Interface (UI) design. Students will explore the core concepts and strategies for creating user-centered digital products and services. The curriculum includes understanding user needs, developing intuitive interfaces, and enhancing overall customer satisfaction. Through lectures and practical exercises, this course aims to equip students with the skills needed for careers in web and app development, digital marketing, and product design, emphasizing the importance of integrating CX, UX, and UI in design processes.

SEO means Search Engine Optimization and is the process used to optimize a website’s technical configuration, content relevance and link popularity so its pages can become easily findable, more relevant, and popular towards user search queries and, consequently, search engines rank them better.

Owned media is any online property owned and controlled by a brand, such as a blog, website, or app, among other digital assets. The objective of this course is for students to become able to apply a strategic framework and roadmap of owned media with a customer-centric approach. The students will develop a website throughout the course.

Designed to provide you with an analytical perspective, this course gives you an understanding of the relationships between brands and customers through every stage of the customer journey. You will learn through an omnichannel context with the objective of making data actionable for marketing and business strategies, while optimizing the decision-making process.

Digital Analytics Plan is a continuous improvement process, which allows to make decisions based on business and competitors analysis.

This course allows students to be familiarized with the fundamentals of lead generation and email marketing in the current digital landscape. Understand the role and relevance of lead generation for successful business strategy. Match email marketing with your lead generation strategy and review the email marketing offer and its links with CRM.

A practical workshop, a simulated experience to what building influencer marketing campaigns are like. The goal is to understand the basis of influencer marketing, and how brands and agencies execute work with influencers in practice.

The lab shows a real-world experience on what it’s like to strategize, plan, manage, execute, and report a campaign.

Crisis management is a challenge any organization or business may face. Whatever type of crisis it may be –product-related, disaster, management misconduct, etc.-, managing that critical moment effectively in the public arena is essential for companies.

Learn the transformative potential of AI and delve into the use of AI for creative content generation, personalized marketing campaigns, and understand the ethical considerations in AI applications. Gain hands-on experience with real-world case studies, equipping you with cutting-edge skills for the evolving landscape of digital marketing.

To get a better understanding of what marketing automation is and how it can potentially help a business. Students will learn how set up automated campaigns, from choosing the right objectives, to planning each campaign element, to measuring and optimizing the results.

It is a course designed to delve into the dynamic world of mobile marketing. It covers the key techniques and tools used to effectively engage with consumers on mobile devices. Students will learn about mobile advertising, app marketing, SMS campaigns, and social media strategies tailored for mobile users.

This court reviews the main social networks for the students to master the science of both organic and paid social media. Students will be able to define a social business scorecard, realistic objectives and expected results as well as prioritize the KPIs for the strategy.

This course unveils strategies to enhance online conversions in our 'Conversion Rate Optimization' program. Discover how to analyze user behavior, employ A/B testing strategies, and optimize web pages for peak conversion efficiency. Arm yourself with practical tools and insights to markedly elevate online engagement and sales.

Students will deeply analyze not only the value proposal, analogies, and differences of the main successful online business models but also the main features to successfully manage these platforms in search of maximum ROI.

This program will offer the use and practice of multiple key tools of common use in marketing departments and agencies, like AWS, BigML, Google, Hubspot, Salesforce, Tableau, amongst others. Students will have to pass Google Analytics IQ Certification as a Digital Analytics exercise.

As a student or alumni you can be part of IE's Venture Lab. Here, you will be trained as an aspiring entrepreneurs to validate, design and prepare their startup projects for launch. Here you will have a full incubation program that takes you from the idea stage to your MVP.