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)

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: #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

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 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

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… Optimization of target segmentations Much better ROI in its campaigns Easyness of results control DIGITAL ADVERTISING The 3 Success Keys: IE Business School

Optimization of target segmentations

Much better ROI in its campaigns

Easyness of results control

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

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%.

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

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

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

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

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

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

IE´s proven Methodology

A Three-Stage Learning Process 1. Individual Preparation 2. Work Group Discussion 3. Class Discussion Time Learning 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 and students. *2 weeks each (Madrid – London) Conferences chaired by relevant sector leaders Master in Digital Advertising and Communication

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 and

students.

*2 weeks each (Madrid – London)

Conferences chaired by relevant sector leaders

… 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.

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 and students. *2 weeks each (Madrid – London) Conferences chaired by relevant sector leaders Master in Digital Advertising and Communication

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 and

students.

*2 weeks each (Madrid – London)

Conferences chaired by relevant sector leaders

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

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

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

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

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

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

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

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. Application Form – www.master-advertising.ie.edu Admissions

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.

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

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

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 €

IE Student and Alumni Support

Financing Options - [email_address] 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

Financing Options - [email_address]

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 Student Office Visa & Residency Card support Housing Support to accompanying partners Cross Cultural Management Seminars Spanish Courses Famil IE Support to all extra-academic student activities … more than a Master

ie Student Office

Visa & Residency Card support

Housing

Support to accompanying partners

Cross Cultural Management Seminars

Spanish Courses

Famil IE

Support to all extra-academic student activities

Career Management Centre Career Recruitment Fair 80 international companies recruiting IE students Company Presentations 20 companies on campus Personal Assessment Lifelong Career Support 2006 in figures 10.000 alumni use online Job Board 5.000 job offers 2.500 company interviews 500 alumni placed by CMC … more than a Master

Career Management Centre

Career Recruitment Fair

80 international companies

recruiting IE students

Company Presentations

20 companies on campus

Personal Assessment

Lifelong Career Support

Lifelong Network – Alumni Association ie Global Communities 35.000 Alumni in more than 85 countries Continuous learning Annual Alumni Conference Ongoing Conferences to Alumni Clubs Online programs Functional and Industry Global Communities … more than a Master

Lifelong Network – Alumni Association

ie Global Communities 35.000 Alumni in more than 85 countries

Continuous learning

Annual Alumni Conference

Ongoing Conferences to Alumni Clubs

Online programs

Functional and Industry Global Communities

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]