Manuel Angel Alonso Coto

The IE Business School Master in Digital Advertising and Communication program offers combined knowledge of solid business fundamentals and up-to-date specialized know-how in the evolutionary phenomenon of the digital advertising and communication industry.

http://master-advertising.ie.edu/

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The advertising industry today is in the midst of a major transformation as external drivers transform how people
consume and interact with information. Over the last few years, both the availability of information online as well as the shift in consumer behavior to search for information digitally has forced traditional advertising publishers to rethink their current businesses and quickly develop a response to the online phenomenon.

All media is about to be delivered in a nonlinear format, which means the end of "broadcast" media, all advertising will be dynamically served, something that will bring about massive shifts in the way advertising is planned, bought, and sold. As a consequence, the need for qualified digital advertising managers is rising dramatically. A master degree in digital advertising is recognized throughout the industry as a key differentiating factor for qualified job candidates.

The Master in Digital Advertising and Communication is a rigorous program that, through the combination of specific and general knowledge, offers its students the skills and abilities, as well as the network that are necessary in order to gain a competitive advantage in the digital advertising industry and be able to excel in any position in it.

Since we are teaching new digital ways of doing marketing, we want to put our own theories into practice, Thus, we intend to develop this blog with the opinions of all the potential students of the program: all aspects of the Master in Digital Advertising & Communication will be discussed here so your opinions are not onle heard but incorporated to the new program development.

Best regards

Manuel Angel Alonso Coto
Associate Academic Director
Professor of Digital Advertising Evolution

Posted on 5 October 2007 in Master in Digital Advertising & Communication

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