Madrid, Spain
DURATION
10 months
LANGUAGES
English
PACE
Full time
APPLICATION DEADLINE
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EARLIEST START DATE
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STUDY FORMAT
On-Campus
* rolling admissions process
Key Summary
Scholarships
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Introduction
We are now in the era of co-creation, where managing the needs of stakeholders and clients is simply not enough. The multidimensional role of the consumer now requires new forms of engagement, open innovation, and brand co-creation in terms of both strategy and actual implementation. This program will give you the tools to successfully guide businesses through the new challenges posed in today’s dynamic digital world.
The Master in Strategic Marketing and Communication is designed for visionary and strategic marketing and communication professionals, and brand managers. Equipping you with a 360-degree vision of the world of marketing and communications, the program shapes impactful leaders capable of driving business growth through brand management, communication, marketing, and reputation management.
The Master in Strategic Marketing and Communication is a 10-month program, starting with a common core period in which you will learn, together with students from other Marketing, Communication & Sales Masters programs, the fundamentals to sharpen your creative, analytical, commercial, business, strategic and digital skills. After the common core period, you will then go into your specialized program of choice. During the program, you will also have the opportunity to participate in optional certificates or an international experience.
Reasons to study the Master in Strategic Marketing and Communication
IE University molds students into future-forward and well-rounded professionals, using methodologies that put innovation and employability at the forefront.
01. A deep dive into communications in the digital era
Earn the latest skills and knowledge to develop from A to Z, not only in communication and marketing plans, but also in contingency, issue management, brand management, CSR, and reputation plans.
02. Learn from top professionals of the new digital economy
Our faculty is made up of a diverse group of academics and professionals, who bring pedagogical rigor and real-world expertise into the classroom.
03. Unlock your high-impact career
Companies need modern professionals to lead and guide their organizations through agile methodologies and the application of the latest trends in creating business value through branding and reputation management.
04. Make the right connections
Gain access to IE University’s unparalleled network of 60,000 professionals worldwide and a careers department focused on helping you build relationships that matter.
Ideal Students
Who is the Executive Master in Strategic Marketing and Communication for?
For individuals who
...are future-thinking professionals with a strategic business mindset in the marketing and communications field.
looking for
...a 360-degree vision of communication and marketing. The program prepares professionals to lead and guide their organizations through strategic decisions with agile methodologies and the application of the latest trends in creating business value through branding, communication, marketing, and reputation management. Students may go on to roles such as Brand Manager, Crisis Communication & Reputation Manager, Communication Director, CSR & Social Impact Manager, New Media Strategist, Risk & Crisis Manager, or more.
Curriculum
The Master in Strategic Marketing & Communication is divided into three terms and 5 key areas of knowledge and skills for professionals in MARCOM. It is delivered in 2 formats so you can choose the option that best fits your lifestyle: Full-Time 10-months (immersive year in Madrid). Part-Time 15 months (online with 4 face-to-face periods in Madrid).
The Master in Strategic Marketing & Communication Full-Time also has an optional Global Immersion Week: an international study trip where students from our five full-time masters in MARCOM attend curated masterclasses, visit innovative companies, network with local and global like-minded executives/peers, and explore new cultures.
The Master in Strategic & Marketing Communications a three-term program that’s divided into the following areas of focus:
Corporate Business and Management: Gain an understanding of business foundations and the impact that communication and marketing professionals can have.
Strategic Communication and Marketing: Fine-tune your skills in branding and corporate identity, strategic marketing, storytelling, public affairs, and partnership management.
Communication and Marketing Plans: Explore digital and content marketing, internal communication, and change management, as well as integrated communication.
Tools and Skills for Communication and Marketing: Focus on research methods, data insights for decision-making, and measuring intangibles and KPIs to critically evaluate the effectiveness of campaigns.
The Final Project: Work in teams to apply all the skills acquired throughout the year to find solutions in a real-world company.
Pre-program
Software Training – In this course, you will learn the basics of Illustrator and InDesign. These programs are the key to creating high-quality graphics and will help you produce excellent presentations and documents throughout the master. While this course is not mandatory, it’s highly recommended that you view the video tutorials in order to acquire the necessary technical knowledge needed for the Graphic Design course. The videos are based on the 2019 CC version, so there may be minor differences with the latest version.
1st Term
The first term includes the following courses:
- Graphic Design and Photography Workshop
- Globalization, Business & Media
- Customer-Centric Businesses & Digital Transformation
- Entrepreneurship
- Strategy
- Strategic Marketing
- Communication & Brand Consulting
- Branding & Corporate Identity
- Reputation Management
- Teamwork
- Digital DNA - Technology for Innovation
- Ethics Workshop
- Online Tools Workshop
- Finance Fundamentals for Communications and Marketeers
2nd Term
The following courses make up the second term:
- Storytelling
- Corporate Social Responsibility & Social Impact
- Content Marketing: Engaging Digital Communities
- Integrated Marketing Communication
- Research Methods in Communication & Marketing
- Communication Planning, Measuring Intangibles and KPIs
- Communication Abilities
- Digital Marketing & Programmatic Advertising
- Customer Insights for Growth
3rd Term
The term will conclude with a final group project in which students will put theory into practice. The following courses make up the third term:
- Internal Communications & Change Management
- Media Relations & Media Training
- Strategic Sponsoring & Partner Management
- Non-Market Strategy and Public Affairs
- Ethics & Corporate Governance
- Issues, Crises & Stakeholder Management
- Data Insights for Decision Making
For their final project, students will be asked to work on a consulting brief for an existing company. Following a real workflow, the project will require extensive data collection, research analysis, and identification of strategic insights. Each project will have a specific output, which may include a communication plan, audit manual, market research, or other documents.
The project will be carried out in groups, each tutored by an assigned coach. Due to the real-world nature of the task, projects may involve prestigious companies, startups, government institutions, or international organizations. It will be up to the program directors to decide which projects and clients are assigned to each group.
Career Opportunities
With global business expansion on the rise, the need for marketing and corporate communication professionals is skyrocketing and more critical for business success than ever. The Master in Strategic Marketing and Communication puts you on track to landing a high-impact job by giving you a broad foundation of multidisciplinary skills, plus the tech-savvy that companies need so desperately in their teams.
Communications and Marketing are recognized as extraordinarily diverse and flexible fields of study. They support careers focusing on people and influence, strategy, analyzing and using data for business impact, engaging digital communities, and creating a page- and thumb-stopping messages and campaigns.
Here are some positions our students can achieve after the program:
- Marketing Manager
- Global Reputation Manager
- Communication Director
- Brand Manager
- Crisis Communication & Reputation Manager
- CSR & Social Impact Manager
- Risk And Crisis Communications Manager
- Corporate Communication Consultant
- Innovation And Marketing Consultant
- Marketing Communication Advisor
- Visual Merchandising Manager
- Sustainability Marketing Specialist