Internacional Development Program

  • Study Mode Classroom
  • Language Spanish
  • Date From 15th to 19th june 2020
  • Timetable From monday to friday 09:00h to 20:00h
  • Duration Two weeks
  • Enrollment Open



The Internacional Development Program

The International Development Program in Communication and Marketing addresses the most innovative and relevant issues that currently interest professionals who want to have a global vision of the current scenario and shows the key aspects where all those graduates who wish to occupy positions of managerial responsibility should focus.

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  • ¿Why choose this Program?
  • Content
  • Attendee Profile
  • Faculty
  • Methodology and degree
  • Duration and Timetable
  • Scholarships and special conditions
  • Price, access and admission
  • Aditional information

The International Development Program in Communication and Marketing is designed to provide attendees with a high level of qualification, in addition to building leadership capacity in knowledge and practical skills.

In particular, it seeks to train the student to:

  • Obtain an international perspective of the main issues of interest through knowledge of social reality and the challenges facing a globalised world.
  • Highlight the importance of communication and marketing as a strategic resource that incorporates a vision of transformation and continuous improvement.
  • Analyse the latest concepts, methodologies and instruments that allow innovation in communication and marketing management.
  • Acquire the knowledge and skills necessary to build viable strategies based on the demands of different interest groups.

The course is face-to-face and is specifically aimed at graduates who have already started their professional career and students who are pursuing a postgraduate degree, interested in obtaining a training complement in Europe, as well as an unforgettable experience.

The course has been conceived from a cosmopolitan perspective, and therefore, both the content and the faculty and the actual cases treated are selected to meet the demand of all those students seeking an international perspective and interact with professionals of recognized international prestige. Thanks to its design and specialization, this program allows the updating of contents and knowing innovative initiatives in the hands of current referents.

Carrying out this intensive update program guarantees obtaining the knowledge and tools necessary to successfully address the challenges posed by the current information society in a globalized environment and conveniently orient a career as a manager. It also provides additional value because it allows the development of qualitative networking with colleagues, teachers and interlocutors of corporate visits.

Content

KEYS TO DIGITAL TRANSFORMATION AND NEW COMPANY CULTURE

The digital transformation of companies is a necessity. However, it is not an easy process to carry out or that everyone understands perfectly. If we add to this the fear of change that is usually established in many organizations, it is not surprising that it is common to find companies that still carry out almost obsolete work processes. We must therefore anchor ourselves to a new company culture. It is also about being a recognized brand and backed by a good digital reputation and installing ourselves in a continuous disruptive innovation. All this improves communication with customers and extends the life of companies.

EVOLUTION OF MARKETING AND INTEGRAL COMMUNICATION

The world is changing at an amazing speed and, with it, the rules of Marketing and Communication. Traditional "marketinian" practices have ceased to function due to the saturation of the media and the consumer's own mind. Key elements of the evolution of Marketing and Communication to create strategies according to the needs of the current market.

HOW IS THE CONSUMER BEHAVIORED?

Finding out the keys to consumer behavior is the touchstone of any marketing strategy. In this session we will deepen the essential elements to analyze, study and try to guess the behavior of the consumer before a certain stimulus. For this we will stop, both in the external influences and in the internal elements that condition your decision when choosing a brand.

CUSTOMER EXPERIENCE

Carrying out a customer-oriented strategy implies knowing and acting according to your needs, moments of truth, moments of silence, it is not only a matter of knowledge but also of influence. Influence your decision and also those of the company. Make things happen and be in such a way, that the memory that is generated allows us to build long-term relationships. To recommend us for the memory they have left of what they have lived and not for what they have bought.

BRANDS AND NEW SOCIAL TRENDS: CONSTANT REALITY ADAPTED TO THE NEW TIMES

Obtaining the necessary skills to synthesize the key trends in terms of technology and in turn providing the necessary tools to lead the changing digital world is the challenge we face today. A company or organization that does not work today the digital framework correctly is predestined not to survive in the future, so it is necessary to study how to work the continuous change to which brands, platforms or organizations are subjected to Reach your #CoreTarget (potential customers or users).

BRAND EXPERIENCE

The way in which the brand-client relationship was understood so far is obsolete. Currently it is not enough to meet the needs and expectations of customers, we must overcome them. The client concept itself has opened up to a great diversity of interest groups that are closer to the role of partners every day. Today the relationship established with them must be differential and decisive. People expect unique and inspiring experiences that enrich their lives every day.

CONSTRUCTION OF THE CORPORATE STORY AND STORYTELLING IN THE ERA OF “POSTVERDAD”

Over the past few years, corporate communication has gone from being a summary of business values ​​and objectives to becoming a shocking story, capable of reaching millions of people. The need to compete in this emotional field through multiple digital channels raises many questions: Is it necessary for everyone? How are these stories constructed and which ones work? What relationship should exist between those built for reputational and marketing objectives? What role does ethics and responsibility play in the "post-truth world"? These are questions to answer, while determining the criteria to follow to create an effective corporate storytelling.

CONNECTING WITH USERS. MOBILE COMMUNICATION

There is no doubt that the introduction of technology in communication has changed the way we communicate and act. Currently, mobile phones, tablets and smartwatchs make connecting with our users easier and easier, so we must take care of the way we do it. In this session we will know the importance of the consumer experience in corporate strategy and how to optimize it with the tools offered by technology.

HOW TO USE THE DATA TO IMPROVE THE RESULTS OF YOUR MARKETING CAMPAIGNS

There is no doubt that the introduction of technology in communication has changed the way we communicate and act. Currently, mobile phones, tablets and smartwatchs make connecting with our users easier and easier, so we must take care of the way we do it. In this session we will know the importance of the consumer experience in corporate strategy and how to optimize it with the tools offered by technology.

BIG DATA IN STRATEGIC COMMUNICATION

According to the 2018 yearbook of communication, "one of the biggest challenges for companies is to use the immense amount of data at their disposal to get the most benefit to their businesses." Who has the information, has the power. The more data, the greater the benefits.

NEUROMARKETING

Emotions are a fundamental part of human life, they allow us to discover the world through our experiences. Therefore, their understanding is essential to understand human behavior. Technology has allowed us to measure and deepen the ocean of that emotional thought. Through various techniques we know how emotionally a stimulus impacts a consumer, and if what he perceives is pleasant or rejects it. Neuroscience applied to marketing is a booming field that works on the implicit response of our clients' minds.

BRANDED CONTENT Y ENTERTAINMENT

It is becoming increasingly important to implement a Branded Content strategy focused on objectives. It is essential to know the different types of content and experiences that can be carried out, as well as the utility of connecting offline and online in all of them. Using social media as an essential channel for content promotion adds to the need to create a corporate blog as the epicenter of effective content distribution.

EVALUATION, INDICATORS AND REPORTING

The importance of monitoring, reporting and verification systems must be assessed. In the area of ​​communication and intangibles, data management and the production of external and internal reports are fundamental elements for tactical and strategic decision making. Acquiring capabilities for the conversion of data into information and value seems fundamental.

BUSINESS INTELLIGENCE: MAKING DECISIONS BASED ON DATA

In the middle of the technological revolution, with scenarios that change at high speed, decision-making based on past experiences can cost us dearly. Implementing the culture of decision-making based on data speeds up decision-making and efficient relations with your customers, suppliers and internal processes. We will review the fundamental tools of Machine Learning and learn to establish a methodology for analyzing all the interactions with the client.

VISITS TO COMPANIES, ASSOCIATIONS AND COMMUNICATION MEDIA

The professional visits have as objective that the participants know in first person the reality of companies, agencies and media to know how they are managing their communication policies and how they have successfully adapted the new technologies, managing to maintain their leadership position within your sector This knowledge is very useful to contrast real experiences that can be used as a later reference in the design of future action plans.

DIRCOM
EL CONFIDENCIAL
El CORTE INGLÉS
DIARIO EL PAÍS
LLORENTE & CUENCA
SALESLAND

Attendee Profile

  • The International Development Program in Communication and Marketing is an intensive course designed carefully for graduates who have already started their professional career and students who are pursuing a postgraduate course, interested in complementing their professional training and developing their potential with an experience that allows them an approach to the international market by communication and marketing professionals.
  • The group is small to ensure personalized treatment and participation and debate by the attendees.

Faculty

The faculty is made up of active professionals with extensive international experience, which combines a prestigious career with a proven teaching activity.

Adolfo Sánchez Burón

Director

(Learning LAB CEDEU)

Ángela Villarejo

Consumer Communication & CSR Manager

(SocialMood)

Arturo Pinedo

Director General para España y Portugal

(Llorente & Cuenca)

Bárbara Navarro

Directora de área de consumo y nutrición

(Torres y Carrera)

Carlos Molina

Director General

(Best Relations)

Carlos Sánchez

Director adjunto

(El Confidencial)

Eduardo Irastorza

Director de Programas

(EIC)

Francisco Porras

Director General

(Weber Shandwick)

Israel Doncel Martín

Director de Comunicación

(Centro Sefarad Israel)

Jaime Scott

Marketing Manager B2C

(Euromaster - Grupo Michelin)

Manuel Amat

Director

(Salesland Brands)

Patricia Martínez Aguirre

Cofundadora

(Experienzia)

Methodology and degree

Methodology

The course approach involves the use of dynamic and interactive methodologies that will allow participants to take full advantage of the proposed sessions and activities.

In particular, they will be done:

* Sessions to address the different subjects of the program through key theoretical content, case presentation and group discussions.

* Corporate visits to learn about innovative initiatives and the reality of different organizations presented by their own protagonists. These experiences can be used as a later reference in the design of different action plans.

DIRCOM
EL CONFIDENCIAL
El CORTE INGLÉS
DIARIO EL PAÍS
LLORENTE & CUENCA
SALESLAND

* Professional visits to learn and share cases with different personalities from the world of corporate communication in a closer and more enjoyable way.

* Networking spaces to share experiences between students and the faculty, as well as other professionals in the sector.

Degree

International Development Program Diploma

Duration and Timetable

  • Duration: 1 week
  • Start date: June 15, 2020

        ** Attendees must arrive in Madrid on Friday or Saturday before

  • Completion date: June 19, 2020
  • Hours: Monday to Friday from 9 a.m. to 8 p.m.
  • Reading load: 60 hours / 2 ECTS

Scholarships and special conditions

In the case of applying for scholarships and special conditions:

  • Tuition payment (€ 250) is essential to have the place reserved. It must be done on the date indicated upon receipt of the Admission.
  • The remaining payment (€ 1,500) must be made before June 10, 2020.
  • 20% discount for early registration before May 8, 2020.
  • 25% scholarship for agreements with universities and associations.
  • 30% scholarship for graduates and alumni of EIC.

      ** Registration fee (€ 250) is exempt from discount

Our courses are financed totally or partially by means of bonuses in social security business contributions. For more information: info@eicomunicacion.com

Price, access and admission

€ 1.750 (€ 250 enrolment fee)

For the evaluation of your candidacy as a student of this program, the following documents must be submitted:

  • Application for admission to the PDI program, correctly completed

* With at least two years of experience in the area of ​​communication or marketing
* Additionally, postgraduate training will be assessed

    To request more information on how to enroll write to: secretaria@eicomunicacion.com

    Aditional information

    Making an international program is a unique and stimulating experience. We are aware that you have the maximum support and have the best guarantees of success to make this experience an unforgettable trip. Due to the fact that you are enrolled in the International School of Communication, you have the right to a personalized advisory service to meet the needs of traveling and finding accommodation in Spain.

    The program includes:

    • Training sessions
    • Transfers to corporate visits and cultural activities
    • Coffee breaks
    • Documentation
    • Diploma

    Does not include:

    Flight ticket

    Hotel and maintenance

    Transfers (except those included in the program)

    The place reservation will be fully refunded up to 15 days before the start of classes if you decide not to take the course.

    The final completion of the course on the scheduled dates is subject to the configuration of a minimum group of attendees.

    In case of cancellation or variation in the start dates of the program by EIC, the full amount paid will be refunded.

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