Archive for 2007

6
Oct

PROGRAM PRESENTATION

Written on October 6, 2007 by Manuel Alonso Coto in Uncategorized

Everyday the program is more and more finetuned: we close collaborations, locate cases, discuss syllabus,… a team working 15 hours a day to meet our students expectations… That’s why keep updating our program presentation. Here we offer you latest version… at the moment!

Improvement sugesstions are more than welcome!

Best regards.

Manuel A. Alonso Coto

5
Oct

FACE TO FACE PERIOD IN LONDON

Written on October 5, 2007 by Manuel Alonso Coto in Uncategorized

London is the city where the most important advertising, marketing, media and PR companies are based. The main
purpose of this period is to have a 360º of the digital advertising world. In order to develop a complete overview of the “digital advertising and marketing space” you will visit the biggest advertising and marketing agencies, media companies and the ad:tech exhibition. All these activities will be combined with several classes taught by IE Business School faculty.

The ad:tech exhibition in London is an interactive advertising and technology conference dedicated to connecting all sides of today’s brand marketing landscape. Worldwide shows blend keynote speakers, topic driven panels and interactive workshops to provide attendees with the tools and techniques they need to compete in a changing world.

AdTech: http://www.ad-techlondon.co.uk/

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Walk around 2007 exhibitors’ fair in the following video.

Ad Tech fairs continue to be an absolute must-attend for this industry’s professionals. That’s why we are partnering with DMG (which organises these events worldwide, not only in London but in NY, Beijing, Singapore, San Francisco, Miami, Chicago, Sydney, Hamburg, Paris, …) so our students can enjoy the full experience in Europe’s main city regarding e-marketing, not only by attending the fair but also by visiting major players in the City (like Media Contacts, Nielsen-Netratings, Wordtracker, Microsoft Digital Advertising Solutions, Google, E-bay, FT.com, Headshift,…) and going through hands-on learning at their facilities…

These visits will allow you to develop your network of contacts within a large number of companies operating within the industry, whilst also contributing to the international experience of the program.

Which exact companies would you be interested to visit while in the City?

Best regards

Manuel A. Alonso Coto

5
Oct

METHODOLOGY

Written on October 5, 2007 by Manuel Alonso Coto in Uncategorized

This program will combine face-to-face periods with online periods. The first and last periods will be held at IE Campus in Madrid and London will play host to the second.

The residential periods permit students to work with concepts and skills that require physical presence, establish contact with the professors and interact with their fellow participants.

During these periods different activities take place, such as seminars focused on skill-building activities, presentations of individual and group projects, assessment tests for monitoring the students’ progress, and conferences or visits to relevant enterprises of digital advertising market.

Based on the case method and facilitating team work, the methodology of the Master in Digital Advertising
and Communication focuses on real business cases discussion and analysis of specialized issues. It is
enhanced by the participants’ experiences and moderated by the professor in such a way that it fosters decision making and problem identification.

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The virtual campus is the fundamental point of reference for the online activities that form a communication
platform for group work and for the teacher-led online sessions. Students participate in online forums and
discussions and have easy access to the comments, opinions and experiences of professors and fellow
students, as well as general information on the program.

These online forums will be active 24 hours per day allowing each person more convenient time
management and facilitating active participation and contribution.

If you are interested in cheking how our virtual campus works, please contact marta.perez@ie.edu and arrange a demo with her. But apart from that, I’m sure you’ll have seveeral other doubts about our metohdology. We’re here to work them out. Just shoot!

Best regards

Manuel A. Alonso Coto

5
Oct

MASTER IN DIGITAL ADVERTISING & COMMUNICATION: SCHEDULE

Written on October 5, 2007 by Manuel Alonso Coto in Uncategorized

In order to help students to match their education and professional duties we have developed the program under the concept of a blended learning experience. Thus three short face to face periods will be combined with two online ones.

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In order to give you a real taste of the industry we will count on sessions which will run in parallel with the subject and will reinforce the practioner-oriented component of the program. These sessions called “Web Straight Input Conferences” will last and hour and a half each and will be delivered live both via videoconference an collaborative balckboards.

At the moment we are selection the practitioners who will be hosting the Web Straight Input Conferences. Any preference or suggestion?

Best regards.

Manuel A. Alonso Coto

5
Oct

CONTENT

Written on October 5, 2007 by Manuel Alonso Coto in Uncategorized

The program features several stimulating modules that address numerous issues of concern to the digital advertising world. Its content is a combination of general and specialized business courses that build solid business
foundations and at the same time cover all the important aspects of digital advertising and communication in a detailed way enabling its students to undertake any position in this industry.

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What do you think of the programs’ language, dates & schedule?

Best regards.

Manuel A. Alonso Coto

5
Oct

OBJECTIVES

Written on October 5, 2007 by Manuel Alonso Coto in Uncategorized

The Master in Digital Advertising and Communication will cultivate a comprehensive understanding of the business world within the context of the digital advertising and communication industry, developing and understanding issues and challenges that face the industries and companies operating within this field.

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Provide graduates with an advanced level of knowledge and skills in multiple management disciplines as they
relate to the digital advertising industry and update advertising professionals’ conventional knowledge with the new concepts of digital advertising.

Create a stimulating learning environment by bringing together an international and diverse student body and
a world-class faculty who will work together with industry leaders and companies in order to enhance both the knowledge and the practical experience gained.

This is what we intend to offer. But the key issue here is what are YOUR objectives for the program?

Best regards.

Manuel A. Alonso Coto

5
Oct

PARTICIPANTS

Written on October 5, 2007 by Manuel Alonso Coto in Uncategorized

This program is particularly targeted at but not limited to professionals who are looking to either enhance their opportunities within the digital advertising and communication industry, or are coming from other industries and looking for a career change into this specific industry.

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Students in the master’s program may come from a wide range of undergraduate majors and professional areas,
and from any country. This diversity complements the interdisciplinary nature of the masters program and enriches the student experience. Participants must possess a university degree or equivalent.

Why are you interested in this program? Share your motivations with other potential participants!

Best regards.

Manuel A. Alonso Coto

5
Oct

Meet MANUEL A. ALONSO COTO, Associate Academic Director

Written on October 5, 2007 by Manuel Alonso Coto in Uncategorized

Manuel Alonso has been working in the fields of management and technology during the last fifteen years. In the early ’90s, even before getting his degree in Industry Engineering, he was working as a consultant for companies which wanted to incorporate IT into their management processes. As soon as he got his Engineering degree he started teaching at University.

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Afterwards he gained multinational experience by working for the US Department of State in the modernization of their diplomatic systems, while he completed his MBA at IE Business School.
When Internet emerged he was working for two online startups concerning e-learning and e-consultancy.
Mowadays he teaches Digital Marketing in several programs at IE Business School where he also occupies the position of Marketing Manager for the Executive Education division. He is about to read his PhD Thesis about e-Marketing.

Meet Manuel A. Alonso Coto in his blog:
http://marketing.blogs.ie.edu/archives/emarketing

Other Manuel’s programs at IE Business School:
http://www.execed.ie.edu/programasonline/marketing/introduccion.asp?area=marketing&ID_Programa=465

Read more…

5
Oct

Meet ENRIQUE DANS, Academic Managing Director

Written on October 5, 2007 by Manuel Alonso Coto in Uncategorized

Enrique Dans is Professor of Information Systems at Instituto de Empresa, Madrid (Spain), where he currently serves as IS/IT Area Chair and Academic Director of the IT College. He received his Ph.D. from the Anderson School at UCLA, an MBA from Instituto de Empresa (Madrid, Spain) and a B.Sc. from Universidade de Santiago de Compostela. His research interests include the Internet and electronic commerce in a broad sense, dynamics of consumer and firms responses to electronic markets, application of IS/IT to small and medium enterprises, CRM and, from a methodology perspective, the application of multivariate methods to IS research. Professor Dans has been teaching and consulting in the IS field since 1990, and is a frequent contributor and columnist in the business and economic press in Spain and Latin America, where he writes about the Internet, new technologies and their applications.

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Meet Enrique in his blog: http://www.enriquedans.com/

Read more…

5
Oct

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/

View brochure

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.

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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

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