The document summarizes a Master's degree program in Digital Advertising and Communication offered at IE Business School. The 13-month part-time program is taught both online and with residential periods in Madrid and London. It covers topics such as search engine optimization, social media, and mobile advertising. The program aims to provide both general management skills and specialized knowledge of the digital advertising sector.

1. Master’s degree in Digital Advertising and Communication @ ie Business School

2. The IE Experience

4. International Recognition

5. Consistently ranked among the top 3 European business schools Accreditations: #3 World (In-company) Nov. 2005, The Economist #12 World October 2005, WSJ #5 Europe, #16 World May 2005, FT #3 Europe, # 5 World October 2006, FT #3 Europe, #11 World January 2007, FT Executive Education Executive MBA Full-time MBA IE Business School

6. The Master in Digital Advertising and Communication

7. 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

8. Denis Beausejour VP Advertising Worldwide P&G "I think there's going to be two kinds of agencies 10 years from now: digital agencies and dinosaur agencies". 1998 IE Business School

9. Introducción Social Internet, the user becomes key… Thus we came to… And the silent triumph of New Technologies… IE Business School

10. And new advertising tools arise… IE Business School

13. 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

14. 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

15. February 1st Residential Period Madrid 2 weeks March 3rd Residential Period Madrid 2 weeks September 2nd Residential Period London 1 - 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

16. Master in Digital Advertising and Communication Some members of our Faculty PhD, UCLA, USA. Academic Managing Director of Master in Digital Advertising and Communication at Instituto de Empresa Professor at Instituto de Empresa. Introduction & Trends in Online Advertising Enrique Dans Online Communication Concepts Joshua Novick Antevenio - 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

17. Some members of our Faculty Master in Digital Advertising and Communication Search Engine Optimization Rodrigo Miranda General Manager – SearchMedia Usability and Design Eric Reiss E-Reiss & Associates - Founder Emerging Media Advertising Anil de Mello Mobuzz - 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

18. Master in Digital Advertising and Communication Some members of our Faculty 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 Coto Marketing Manager Executive Education. Former e-Marketing Manager IE Executive MBA, Instituto de Empresa Campaign Management David Gracia Director of E-business Development BBVA E-Bay – Former Head of Online Marketing

19. IE´s proven Methodology

20. A Three-Stage Learning Process 1. Individual Preparation 2. Work Group Discussion 3. Class Discussion Time Learning Master in Digital Advertising and Communication

23. 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

26. WORKING MET H ODOLOG Y ONLINE SESSION GROUP REPORT DELIVERY M Tu W Th F Sa Su M Tu W Th F Sa Su INDIVIDUAL PREPARATION AND TEAM WORK PREPARATION ONLINE CLASS DISCUSSION WITH THE PROFESSOR PREPARATION FA11, FMM9, EE10 SESSIONS CA6, FMM8, EE9

27. Master in Digital Advertising and Communication

29. Admissions process

32. GMAT or Admission Test Application Form Application process Rolling application process – no deadlines Admission is valid for two years Admissions Application Form Interview Admissions Decision

34. IE Student and Alumni Support

39. Manuel Alonso Coto Executive Director Tel: +34 91 787 5128 Email: [email_address] Marta Perez Associate Academic Director Tel: +34 91 787 5162 Email: [email_address] Konstantinos Tsoukalas Associate Director of Admissions Tel: +34 91 568 9610 Email: [email_address]