Master in Digital Marketing “Digital tools - a must-have to excel in marketing today...” Business School IE School Psychology 01/02 Digital Marketing Master in Organizational Leadership IE Master in Digital Marketing QUICK FACTS Profile: Driven and experienced professionals interested in digital marketing. Degree Awarded: Participants will be awarded a masters degree in Digital Marketing which combines specialized courses in digital marketing with general management disciplines of a top MBA. Format: The program alternates between short and intensive face-to-face periods (in Madrid and Silicon Valley) with online periods. Start Date: May Duration: 13 months International Recognition: The Economist Intelligence Unit has awarded IE Business School’s blended programs the No. 1 position worldwide in their annual ranking. IE Business School has consistently been placed among the top 10 positions globally in rankings published by respected sources that include Financial Times, The Economist, Businessweek etc. Integral Approach to learning · A proven blended methodology · Interaction with a world-class faculty · Lively discussion with an international peer group · Case-study method analysis · Company visits · Conferences with experienced industry professionals · World Awareness seminars and leadership workshops · Group projects and assignments · Final business plan / project presentation and defense IE Business School 03/04 Master in Digital Marketing Master in Digital Marketing Highly fragmented consumer segments are becoming savvier The digital environment is full of amazing opportunities. Not only and harder to reach than before. As technology is changing at does it permit highly targeted advertising and allow you to create the speed of light, new marketing and communication tools are brand impressions amongst your target audience, but more constantly appearing. The emergence of digital technology has importantly, it allows you to do so at the most crucial time in the led to a revolutionary change in marketing and by the end of this decision-making process: right before purchase. Digital marketing decade every facet of the marketing mix will have been radically helps your company increase its exposure to consumers who are challenged. actively seeking your product or service, making it much more effective than other forms of advertising. It is without a doubt People spend less time watching TV and reading newspapers the future of efficient commercialization. each day and instead communicate through the use of mobile phones, watch videos on YouTube, look at photos in Flickr and As a consequence, the need for qualified digital marketing exchange information through social networks. Once you reach professionals is rising dramatically. The Master in Digital your “friends” or “fans” you need to build up a direct relationship Marketing prepares admitted students for these challenges, with them, sharing all the information that may be important and making them more valuable to their organizations and helps getting their instant feedback through responses and statistics. them to grow both professionally and personally, allowing them to reach their full potential. IE Business School 05/06 Master in Digital Marketing Profile 2010 Intake Nationalities Gender American, Australian, Belgian, British, Bulgarian, Female Male Colombian, Costa Rican, German, Indian, Mexican, 42% 58% Pakistani, Pilipino, Slovak, South African, Spanish, Swiss, Venezuelan Country of residence Average age: 34 years Bulgaria, France, Germany, Mexico, Philippines, Over 38 Under 29 Singapore, South Africa, Spain, Switzerland, The 15% 27% Netherlands, UAE, UK, USA, Venezuela 31 to 37 58% Employment functions Average years of work experience: 7 years Sales & Marketing 30% 5 to 10 years >10 years PR / Communications 30% 36% 16% Strategy / Business Development 27% Other 9% IT 4% <5 years 48% IE Business School 07/08 Master in Digital Marketing Who is the Program Designed for? The Master in Digital Marketing has been designed for professionals interested in furthering their careers in the industry and are: • Eager to acquire new digital marketing concepts and skills. What kind of positions can students apply for? • Looking to reinforce their skills and enhance their capabilities Heads and management of big advertisers. Small and medium while strengthening their profile in this sector. Advertisers. Online and offline Advertising Agencies. Below • Seeking to or engaged in digital marketing projects. The Line Agencies. Media Planning Agencies. Communication Consulting Firms. Webmetrics companies. Media. Publishing • Planning to create and manage their own projects in the digital Houses. space. IE Business School is internationally renowned for its diversity with a truly global faculty and alumni from more than 100 countries across the world. The program is comprised of exceptional individuals from which to learn with and from. IE Business School 09/10 Master in Digital Marketing Program Objectives The Master in Digital Marketing is an innovative and What knowledge and skills will admitted students receive? challenging program aimed to provide students with cutting- Content edge theories and digital marketing practices for competitive • Digital Marketing: much more than advertising via Internet advantage. • Focus on e-marketing • Digital Marketing tools for each specific marketing area: The program consists of specialized courses in digital marketing e-research marketing; e-branding; product e-marketing; as well as several core general management courses providing e-pricing; e-communication; e-promotion; e-advertising; students with a deep understanding of management and a trade e-marketing; e-commerce; and e-audit specialized view of digital marketing. This stimulating learning environment, brings together a world-class international faculty • Identifying the most suitable Digital Marketing tools per of experts and leaders in digital marketing with a highly qualified industry group of students. • Blended Marketing vs. Marketing 2.0 • Looking for help: Digital Marketing providers Objectives • Apply digital technologies to leads and clients integral management • Combine online and offline tools in a blended campaign, strengthening the brands’ top of mind by up to 18% • Relocate Direct and Relational Marketing fundamentals within the new digital environment • Take advantage of all new social e-marketing tools, such as Metaverses, Podcasting, Contacts Networks, Bluecasting, RSS, and many more • Develop an effective Digital Marketing Plan reinforcing the global marketing strategy • Use digital channels to increase brand awareness • Hire digital advertising and promotional media effectively • Measure and analyze digital campaigns results IE Business School 11/12 Master in Digital Marketing Face-to-Face Face-to-Face Period Online Period Madrid Period Palo Alto, Silicon Valley 2 weeks 1 week May May - November November General Management Courses: Company visits to the world´s Financial Accounting most influential companies Fundamentals of Marketing Management leading the way in high-tech Management Accounting innovation, online services and digital marketing Specialized Courses: strategies. Campaign Management Digital Advertising Evolution Interacting and networking Digital Trade Marketing and Promotion opportunities with top Introduction & Trends in Online Advertising industry professionals Markets e-Research & Product e-Marketing Search Engine Marketing End of term one and start of Search Engine Optimization all courses for term two. Virtual Companies Legal Environment World Awareness Seminars and Leadership Workshops Program Web Straight Input Conferences* *Conferences lead by High Level Speakers Program Structure Face-to-Face Online Period Period Madrid 2 weeks November - May May General Management Courses: Competitive Strategy Fundamentals of Financial Management Marketing Strategy & Plan Specialized Courses: Digital Communication, Brand Awareness & Social Media Digital Marketing Auditing Emerging Media & Mobile Marketing Entrepreneurship Operations Management in Advertising Usability and Design in e-Marketing & e-Commerce Metaverses & Advergaming World Awareness Seminars and Leadership Workshops Program Web Straight Input Conferences* IE Business School 13/14 Master in Digital Marketing Faculty Profile The Master in Digital Marketing program has been designed and will be taught by IE Business School’s diverse faculty- exceptional individuals, educators and researchers with highly diverse personal and professional profiles, and who know how to help students develop their full potential from different angles and perspectives. Having considerable industry experience amongst the world’s leading corporations and being engaged in consulting projects and other activities, the faculty remains in constant touch with business developments. Bebunan, Alberto - Professor of Emerging Media & Mobile Marketing Nationality: Venezuelan In the mid 1990s, Alberto founded several successful Internet start-up companies in Venezuela such as Ticketron Venezuela (tickets for events by phone and Internet), Webtron (Internet project-developments), Promotron (events and promotions organizer). In 2004, he founded “Mobile Dreams Factory” one of the leading European mobile marketing and advertising agencies with offices in Spain, Mexico and United States. Dans, Enrique - Professor of Introduction and Trends in Online Marketing Nationality: Spanish Professor Dans is among those who see blogging as a new and important forum through which to air and exchange academic ideas. He is also an avid consumer of information and keeps up to date with the latest developments in information systems via dozens of online newspapers and journals. Enrique’s Manuel Alonso Coto interests include the new economy, the effects of technology Academic Director of the Master in on consumer behavior and the consequences of new Digital Marketing and Professor of technological developments for business E-advertising Evolution in general. Enrique holds a PhD in Management, specializing in Information Systems, Anderson School, UCLA, USA; an MBA from IE Business School; and has pursued post-doctoral studies at Harvard Business School, USA. Griffiths, John - Professor of Markets e-Research and “ Digital marketing is the future; no doubt about it. How Product e-Marketing many organizations are investing less of their marketing Nationality: British budgets in digital channels during 2010 than they did in Founder of communications planning and market research 2009? Not many, that is a fact. Investment and activity company, Planning Above and Beyond. John was responsible in digital marketing are growing at an accelerating for planning across the whole of Honda UK advertising CDP. pace. Soon, no marketing budget, plan or advertising John used to work as Planning Director of Grey Integrated and campaign will be complete without a digital component. for Carlson Communications Group. IE Business School has developed the Master in Digital Marketing in order to provide its participants with a Mendrina, Thomas - Professor of Search Engine Marketing thorough understanding of how new digital marketing Nationality: German tools can be applied to help companies meet their Thomas developed and nurtured his career immersed in the objectives. Upon completion of the Master they will have digital advertising field. Nowadays he is Country Manager gained general management skills and will be able to of ValueClick Media in Munich, Germany. Thomas holds an successfully integrate digital tools and media within the International Executive MBA from IE Business School; a Master traditional marketing portfolio of activities. This will help in Sports Management from the University of Bayreuth; them improve their professional qualifications and their and a European Master in Sports Management from INEFC, companies’ performance and results.” Barcelona. IE Business School 15/16 Master in Digital Marketing Reiss, Eric - Professor of Usability and Design in Van Durme, Joel – Professor of Digital Marketing Auditing e-Marketing and e-Commerce Nationality: Dutch Nationality: American Joel has seven years of consulting experience in digital strategy Eric has been actively involved in the creation of menu-based and optimization, predictive modeling, competitive analysis, programs, hypertext games, multimedia, and web projects for advertising effectiveness improvement, digital strategy over 25 year and in January 2001 he founded his own company development and project management. Joel has a PhD in E-Reiss & Associates. Eric holds degrees in Political Science Marketing and currently works as an EMEA digital optimization and Performing Arts from Washington University in St. Louis, manager at Accenture. Missouri. Michaela Götze Online Marketing Manager at JobUP AG “ I chose to study at IE Business School because of its international reputation and the fact that it continuously ranks among the top 10 business schools worldwide. Everyone I talked to that had had contact with IE Business School recommended the school as one of the best in Europe. The Master in Digital Marketing offered by IE Business School made it possible for me to continue working full-time while pursuing a master degree. I also appreciated that the master was only 13 months long, a reasonable time to invest in education and put your private life on hold. Compared to other renowned master programs I also found the price affordable. Another reason for me to choose IE Business School was that the school offered a huge alumni network which enables me to build up my own network and to establish new friendships. I also appreciate the experience to work in virtual teams - a challenge more and more faced in the real business world as well. I am very happy with my choice. I really like being part of the IE community and am very happy with the content of the program, the flexibility of the school, the good reputation, my professors and my peers.” GUEST SPEAKERS Kathryn Schlieben Alex Meisl MSN Product Specialist EMEA, London Chairman, Sponge Ltd Jon Slade Livio Hughes Global Online and Strategic Advertising Sales Director – FT.com Director and co-founder of Headshift Scott Seaborn Head of Mobile Technologies - Ogilvy Group UK Rodrigo Miranda Professor of Search Engine Optimization & General Director at Shackelton DMO Why did you decide to hire alumni from the Master in Digital Marketing? “Digital Marketing is a new area where it is impossible to find 5 years of experienced talent. In my opinion, we need professionals with a solid background and great capacity to learn, adapt and explore new solutions for our customers.” What value does our alum add to Shackleton? “She has incredible BTL-ATL experience, which was consistently demonstrated during her performance throughout the program. Her ability to re-create an online personal identity, learn how to apply digital tools and coordinate with her team mates are delivering great results.” For future job openings will you consider students or alumni from the program? “Take it for granted. In fact I am in the process of doing it now!” IE Business School 17/18 Master in Digital Marketing Learning Methodology The main teaching methodology used during this program is the case method, where intensive communication takes center stage. By analyzing practical cases, this hands-on approach will give a global understanding and strategic perspective of the digital marketing sector. The program´s professors take a pivotal role in guiding your development, whilst the methodology maintains your enthusiasm, interest, and commitment at every stage. The blended methodology reflects today´s international business environment, where cross-cultural teams of people work on global projects while living in and travelling all over the world. The online format of the program permits students to pursue this program from anywhere in the world and with any work or travel commitments. The platform makes the best use of internet technologies allowing students to communicate effectively with their professors and fellow students, offsetting distance and time constraints. Lasting 13 months and starting in May, the program is divided into two rigorous online periods with three intensive face-to-face periods lasting between one and two weeks. In both semesters the program combines core business subjects with specialized digital marketing courses. FACE-TO-FACE PERIODS The face-to-face periods will be held at the beginning, middle and end of the program. During these intensive periods students will participate in activities that require physical presence and are especially designed to provide students with the necessary competencies and skills needed to become a successful business leader. Madrid Palo Alto - Silicon Valley The program commences and ends with a two-week face to-face The second face-to-face period will be held in Silicon Valley during period at IE’s urban, downtown campus in Madrid. Renowned as which admitted students will be immersed in the world of Digital a vibrant capital, Madrid offers a wealth in history, tradition and Marketing, both in terms of leading edge companies today as cultural experiences. The first residential period offers a valuable well as Venture Capital. During company visits to the world’s most opportunity to interact with fellow students and the professors influential companies leading the way in high-tech innovation, whilst starting the courses of the first semester. Students will also online services and digital marketing strategies, admitted attend workshops focused on skill-building activities including the students will have the opportunity to interact and network with critical Leadership Workshop and get used to the online platform top executives, whilst learning about the latest challenges and and Case Study Method as well as attend the first conferences in opportunities in digital marketing. the World Awareness series. The last face-to-face period is held in Madrid and rounds up the program. During this two week period students will finish the courses of the second semester curriculum and take assessment tests. Students will also present and defend their business plans, that they will have prepared during the Entrepreneurship course in the second semester, which will consolidate the work covered over the entire program. ONLINE INTERACTIVE DISTANCE LEARNING Courses initiated in Madrid and Silicon Valley are continued using IE’s successful interactive distance learning methodology. This practical and interactive methodology based on the case study method, promotes the continuous communication between professors and students, whilst providing the flexibility to study from anywhere in the world and with any work schedule. The Virtual Campus, active 24 hours per day, allows case discussions to go into great depth as they for run several days, permitting students and professors the time to read the comments that have been posted, process them and submit a personal, well thought out comment to the class. Several discussions are held in parallel, making it easier for the student to perceive links among the different aspects under discussion. Students will also participate in live videoconferences, held every two weeks, where they will have the opportunity to learn and network with digital marketing experts, providing them with up-to-the-minute information about this field. IE Business School 19/20 Master in Digital Marketing Why a Master in Digital Marketing at IE Business School? Industry Orientated Academic Excellence The curriculum of this program is oriented towards the Digital IE Business School is ranked by the international press as one Marketing industry. With specific courses related to the of the best business schools in the world – among the top 5 in Digital Marketing field and the general management courses, Europe and top 10 worldwide. IE Business School is one of the students will have all the knowledge to develop their careers few business schools in the world fully recognized by the three in this emerging market. Additionally most of IE’s specialized leading accreditation agencies in the business education arena: faculty members are currently working in agencies, media or AACSB, EQUIS and AMBA, three prestigious institutions whose companies developing business in digital marketing, bringing recognition guarantees the quality of business management the market directly to the classroom and allowing students to training programs. IE Business School is in permanent contact establish an excellent network in the industry from day one. with business realities, as reflected in each level of the learning process. IE Business School Experience IE Business School alumni form part of a 40,000-strong spread Innovative Methods in over 100 countries across the world. They share far more IE Business School’s strong focus on entrepreneurship and than a Master degree. They share the IE Experience - a life- innovation, combined with advanced training techniques changing experience in an international business school guarantee that every participant will be part of the holistic that is independent and diverse, where entrepreneurship IE Business School experience; an experience that goes way and innovation form part of the day-today fabric, along with beyond the classroom, and that will open the door to the academic excellence, an unparalleled corporate network, and rapidly growing and evolving digital marketing industry. socially responsible vision. International Environment Students of the Master in Digital Marketing enjoy a truly international atmosphere, with more than 16 nationalities represented from all corners of the world. IE Business School 21/22 Master in Digital Marketing Application Process and Requirements Selection Criteria: IE’s selection process emphasizes leadership potential, strong academic ability, personal qualities and competencies. We are Contact the Master in Digital Marketing Team looking for candidates with managerial experience, people- We would be happy to hear from you early in your skills and a proven academic record. Therefore the admissions decision-making process so that we can guide you and committee will consider the following criteria when assessing provide you with useful and detailed information about applicants: the program and the admissions process. Please contact: · A Bachelor degree from an accredited college or university · Demonstrated professional experience firstname.lastname@example.org · A complete application including all supporting documents Phone: +34 91 568 96 10 Fax: +34 91 568 97 10 Please note: Since the program is conducted in English, a good www.master-digitalmarketing.ie.edu working knowledge of English is essential. We might ask you to submit evidence of your proficiency such as the TOEFL examination. Additionally the admissions committee may require the GMAT/GRE/IE Admissions Test. Visit our website and apply online: www.ie.edu/app www.master-digitalmarketing.ie.edu Application form Final Interview and documents Decision IE Business School 23/24 Master in Digital Marketing Master in Digital Marketing International Representatives Please contact our international offices: www.ie.edu/offices ARGENTINA - Buenos Aires EGYPT - Cairo MEXICO - Mexico City SOUTH KOREA - Seoul email@example.com firstname.lastname@example.org email@example.com firstname.lastname@example.org BRAZIL - São Paulo GERMANY - Munich MIDDLE EAST & AFRICA UAE, QATAR, BAHRAIN & email@example.com firstname.lastname@example.org email@example.com KUWAIT - Dubai firstname.lastname@example.org CENTRAL AMERICA & INDIA - Mumbai PERU - Lima COLOMBIA - Bogota email@example.com firstname.lastname@example.org USA email@example.com Los Angeles firstname.lastname@example.org email@example.com IRELAND & UK - London PORTUGAL - Lisbon firstname.lastname@example.org email@example.com Miami CHILE - Santiago de Chile firstname.lastname@example.org email@example.com ITALY - Milan firstname.lastname@example.org RUSSIA & UKRAINE - New York Moscow northeast@ ie.edu CHINA - Shanghai email@example.com firstname.lastname@example.org JAPAN - Tokyo email@example.com firstname.lastname@example.org VENEZUELA - Caracas email@example.com ECUADOR - Quito SINGAPORE - Singapore firstname.lastname@example.org email@example.com IE Business School Admissions Department María de Molina, 13 28006 Madrid, Spain Tel.: +34 91 568 96 10 Fax: +34 91 568 97 10 firstname.lastname@example.org www.ie.edu www.ie.edu/business IE Business School would like to extend its deepest thanks to all those students, alumni, faculty members, and other parties who appear in this brochure.
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