master in digital advertising communication ie business school 1194461188714006 5
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Master’s degree in Digital Advertising and Communication @ ie Business School
The IE Experience
IE Business School
One of the leading European Business Schools
Over 33 years of independent and liberal Management Education
Main campus in Madrid,
Spain’s vibrant capital known for it’s cultural heritage
Site of some of Europe’s largest and oldest universities
HQ of many international corporations
Educational programs in English and activities in multiple international
settings (US, Europe and Asia)
International Recognition
Consistently ranked among the top 3 European business schools
Accreditations:
Full-time MBA Executive MBA Executive Education
#3 Europe, #11 World
January 2007, FT#3 Europe, # 5 World
October 2006, FT#5 Europe, #16 World
May 2005, FT
#12 WorldOctober 2005, WSJ
#3 World (In-company)
Nov. 2005, The Economist
IE Business School
The Master in Digital Advertising and Communication
Did you watch this year’s ad for the SuperBowl golden minute?
It was a CGC (Consumer Generated Content) ad. A thousand Internet users developed and uploaded their proposals. This one got more votes than any other!
Agenda
Denis BeausejourVP Advertising WorldwideP&G
"I think there's going to be two kinds of agencies 10 years from now: digital agencies and dinosauragencies".
1998
IE Business School
Introducción
Social Internet, the user becomes key…
Thus we came to…And the silent triumph of New Technologies…
IE Business School
And new advertising tools arise…
IE Business School
By the way IE Business School is using this digital advertising tools to promote its programs…
1. Optimization of target segmentations 2. Much better ROI in its campaigns3. Easyness of results control
DIGITAL ADVERTISING The 3 Success Keys:
IE Business School
Some Numbers:DIGITAL ADVERTISING WILL GROW AN ADDITIONAL 25% IN
EUROPE DURING 2007
• Advertisers will invest 7,500 million dollars in digital advertising this year, 25% more than expected, according to Europe Online Advertising Report, developed by the reputated Internet consultancy firm eMarketer in France, Italy, Germany, Spain & UK.
• Estimated online audience in this five countries is 136 million people for 2007.
• The biggest digital advertising market in Europe is UK, where the investment rate in online ads per inhabitant for 2007 is 146 dollars, an ammount which could be increased to 216 dollars by 2010.
• An the fastest growing market for digital advertising is the Spanish one with a yearly rate of 91%.
IE Business School
General management fundamentals + specific sports sector oriented topics General Management Fundamentals
+ Specific Digital Advertising Sector- Oriented Topics
(15 specific subjects + 14 straight inputs form the net)
Master in Digital Advertising and Communication
Search Engine Marketing & Optimization
Competitive Strategy
Humanities
Master in Digital Advertising and Communication
Emerging Media Advertising
Usability & Design
Leadership Skills
Web Metrics and Analytics
Financial Accounting & Management Accounting
Campaign Management
Communication & Awareness in Social Media
Markets
E - Research
CRM Online and Business Intelligence
Fundamentals of Financial Management
Operations Management in Advertising
Online Communication Concepts
Fundamentals of Marketing Management
Virtual Companies Legal Environment
Control
Finance & Economics
Issues
E- Operations Optimization
E- Communication
E- Advertising
Management
E- Marketing Strategy
Legal Environment & Regulation
Social Issues & Public
Interactions
Introduction and Trends in Online Advertising & E-Advertising Evolution
Mobile Advertising & Metaverses and Advergaming
Master in Digital Advertising and Communication
February
1st Residential
Period
Madrid2 weeks
March
3rd Residential
Period
Madrid2 weeks
September
2nd Residential
Period
London1 - 2 weeks
February - September
Online Period
September - March
Online Period
Virtual Companies Legal Environment
Introduction & Trends in Online Advertising
Online Communication Concepts
Search Engine Optimization
Search Engine Marketing
E-Advertising Evolution
Communication and Awareness in Social Media
Financial Accounting
Management Accounting
Fundamentals of Marketing Management
Humanities Seminars and Leadership Workshops Program
Fundamentals of Financial Management
Competitive Strategy
Web Metrics and Analytics
Campaign Management
Operations Management in Advertising
Emerging Media Advertising
Mobile Advertising
Usability and Design
Metaverses and Advergaming
Marketing Strategy and Plan
Customer Intelligence
General Management Courses
Specialized Courses Specialized Courses
General Management Courses
Web Straight Inputs Conferences*
*Conferences lead by High Level Speakers
Program Structure
Markets e-Research
PhD, UCLA, USA. Academic Managing Director of Master in Digital Advertising and Communication at Instituto de EmpresaProfessor at Instituto de Empresa.
Introduction & Trends in Online Advertising
Enrique Dans
Online Communication Concepts
Joshua NovickAntevenio - CEO
Metaverses and Advergaming
Paul Fleming
Barcelona Virtual - Founder Fleming, Torra & Associates - President
Communication and Awareness in Social Media
Julio Alonso
Weblogs SL. – CEO and Founder
Master in Digital Advertising and Communication
Some members of our Faculty
Search Engine Optimization
Rodrigo Miranda
General Manager – SearchMedia
Usability and Design
Eric ReissE-Reiss & Associates - Founder
Emerging Media Advertising
Anil de MelloMobuzz - CEO & Chief Editor
Business Development Director of Media Contacts – Havas Group
MBA Part time – Instituto de Empresa
Operations Management in Advertising
Manuel Álvarez de la Gala
Some members of our Faculty
Master in Digital Advertising and Communication
Country Manager of ValueClick Media in Munich, Germany
International Executive MBA, Instituto de Empresa
Search Engine Marketing
Thomas Mendrina
Web Metrics and Analytics
André Zimmermann
Operations Director of Media Contacts Brasil – Havas Group
E-advertising Evolution
Manuel Alonso CotoMarketing Manager Executive Education. Former e-Marketing Manager IE
Executive MBA, Instituto de Empresa
Campaign Management
David GraciaDirector of E-business Development BBVA
E-Bay – Former Head of Online Marketing
Master in Digital Advertising and Communication
Some members of our Faculty
IE´s proven Methodology
1.Individual
Preparation
2.Work GroupDiscussion
3.Class
Discussion
Time
Learning
A Three-Stage Learning Process
Master in Digital Advertising and Communication
Program Structure
One Intake: February 2008 Program Length: February to March (13 months)
•Online Periods:*2 periods to develop management techniques*3 sessions a week
•Residential Periods: *3 periods to develop management skills and enhance relationship between professors andstudents.*2 weeks each (Madrid – London)
•Conferences chaired by relevant sector leaders
Master in Digital Advertising and Communication
… and London!
London is a business capital, home to national & international corporations in E-Advertising sector
The two week residential period offers:
A fast immersion to business and life in London
A unique opportunity to learn hands on about the fastest growing hub in the advertising industry.
Program Fee includes access to the Top European Fair focusing in Digital Advertising: London’s AdTech.
We will be attending the Fair while in UK for our second residential period
where we will also visit several of the most important digital agencies
Master in Digital Advertising and Communication
Program Structure
One Intake: February 2008 Program Lenght: February to March (13 months)
•Online Periods:*2 periods to develop management techniques*3 sessions a week
•Residential Periods: *3 periods to develop management skills and enhance relationship between professors andstudents.*2 weeks each (Madrid – London)
•Conferences chaired by relevant sector leaders
Master in Digital Advertising and Communication
Face to Face Periods • Allow students to work with concepts and skills that require physical presence• Dynamic interaction with professors and classmates• Total Workload: 12 hours/day
Online periods (Virtual Campus)• Communication platform that allows participants to exchange ideas, discuss cases and communicate with professors and other students• Participation at the most convenient times for students• Total Workload: 20 hours/week
Master in Digital Advertising and Communication
WORKING METHODOLOGYONLINE SESSION
M Tu W Th F Sa Su M Tu W Th F Sa Su
GROUP
REPORT
DELIVERY
INDIVIDUAL PREPARATION AND
TEAM WORK PREPARATION
ONLINE CLASS DISCUSSION WITH THE
PROFESSOR
PREPARATION FA11, FMM9, EE10
SESSIONS CA6, FMM8, EE9
Master in Digital Advertising and Communication
Key Factors
• Reproduction of the methodology used in the presential sessions
• Appropriate academic balance between residential and online periods
• Online Campus to create a high quality learning and communication environment
• Virtual diverse work groups and permanent interaction between professors and students.
• Reduced groups that facilitate a high collaboration level
• Professor has a key role
•Detailed activity planning ensures committment and participation
Master in Digital Advertising and Communication
Admissions process
The Master in Digital Advertising and Communication is a part-time, online and international oriented programme.
Specially designed for: Professionals interested in pursuing a career in the
digital advertising and communication related sectors.
Experts in this industry wanting to reinforce their competences and capability to create value in the sector and / or undertake managament positions.
Entrepreneurial individuals striving to create and manage their own business in this specific industry
Master in Digital Advertising and Communication
Our selection process emphasizes leadership potential, strong academic ability, and personal qualities and characteristics. The Admissions Committee will consider the following:
– A Bachelor's degree from an accredited college/university (or a degree equivalent to 180 Eurocredits).
– Demonstrated professional experience in any field – Sufficient proficiency in the English language – A complete application including all supporting documents
In order to evaluate more thoroughly the applicant credentials, the Admission Committee may require the GMAT/GRE/IE Business School Admissions Exam and/or the TOEFL examination.
Admissions
Application Form – www.master-advertising.ie.edu
GMAT or
Admission TestApplication Form
Application process
Rolling application process – no deadlines
Admission is valid for two years
Admissions
Application Form InterviewAdmissions
Decision
Required Documents Curriculum Vitae (one page) University degree certificate Academic transcripts 2 Letters of recommendation Language certificates Copy of passport Passport size photo Application fee of 120 €
Application Form – www.master-advertising.ie.edu
Admissions
IE Student and Alumni Support
Financing Options - [email protected]
Caja Madrid Tuition with up to an 8 year payback period
Interest Rate: Euribor + 1%
A local co-signer is not required
Scholarships - www.ie.edu/scholarships
Various scholarships based on merit, diversity and achievements
Prerequisite to scholarship is admission to Master program
IE Supporting Services
ie Student OfficeVisa & Residency Card supportHousingSupport to accompanying partnersCross Cultural Management SeminarsSpanish Courses
FamilIESupport to all extra-academic student activities
…more than a Master
Career Management CentreCareer Recruitment Fair80 international companies recruiting IE students
Company Presentations20 companies on campus
Personal AssessmentLifelong Career Support
2006 in figures10.000 alumni use online Job Board
5.000 job offers 2.500 company interviews500 alumni placed by CMC
…more than a Master
Lifelong Network – Alumni Associationie Global Communities
35.000 Alumni in more than 85 countries
Continuous learningAnnual Alumni Conference
Ongoing Conferences to Alumni Clubs
Online programs
Functional and Industry Global Communities
…more than a Master
Manuel Alonso CotoExecutive DirectorTel: +34 91 787 5128Email: [email protected]
Marta PerezAssociate Academic DirectorTel: +34 91 787 5162Email: [email protected]
Konstantinos TsoukalasAssociate Director of Admissions Tel: +34 91 568 9610Email: [email protected]