“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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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 710admissions@ie.edu

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