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IE Business School is a top-ranked international business school located in Madrid. It offers undergraduate, master's, MBA, specialised executive and doctoral programs, as well as open enrollment courses and custom programs for corporate clients.
Judge management practice from unexpected angles: examine the Roman grain market, forced ranking, innovation rhetoric, narrative bias, and shareholder value at Apple and Nokia.
Analyze how governments steer economies: fiscal multipliers and crowding out, deficits and debt, monetary policy tools, exchange-rate and structural reform, quantitative easing, austerity and Abenomics.
Plan integrated marketing communications campaigns: set objectives and budgets, apply the AIDA model and FCB Grid, design advertising appeals, and combine PR, social media and SEO.
Build a brand and product strategy: manage product life-cycles, name and architect brands, map brand portfolios, design customer experience journeys, and embed the brand internally.
Learn to set optimal prices using cost, competition and customer-based methods, price elasticity, willingness-to-pay research, price discrimination by segment, and pricing psychology.
Turn a decision problem into a research question: design research plans, run surveys, analyze data, and map the consumer decision-making process from need to post-purchase.
Craft branded content that outperforms traditional advertising: build storylines from brand values, write quality headlines, shape emotional story formats, and design calls to action that retain audiences.
Design and manage distribution channels: identify channel players, resolve channel conflicts, build retail strategies with the 4 P's, and assess entry options and online retailing trends.
Analyze your product through the four P's: product life cycles, pricing techniques, distribution channel design and retailing, and building an advertising and media communication mix.
Examine the forces behind globalization: what determines exchange rates, how free trade and protectionism shape economies, how the balance of payments works, and how migration affects host countries.
Develop a designer mindset by analyzing how natural and cultural environments shape design, applying composition, hierarchy and balance, and crafting stories behind your own designs.
Learn to position a product: analyze the market environment, segment the market with clear criteria, build a differential value proposition, and apply practical positioning tools.
Analiza polÃticas macroeconómicas y relaciones económicas globales para interpretar datos, evaluar paÃses y comprender sus riesgos y oportunidades.
Build a brand step by step: segment consumers with the iceberg model, write positioning statements and perceptual maps, assemble a brand house, choose names, colors, logos.
Aprende a convertir la estrategia de marca y producto en experiencias coherentes, desde el ciclo de vida y la arquitectura de marca hasta la activación interna.
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