The Other Side | By Felix Valdivieso, Director of Communication, IE Business School Marketing Prof. Martin Boehm is not a market dog himself, but he loves hot dogs. In this video he explains how the market works while enjoying a hot dog in New York. Playing a sort of devil’s advocate, he proposes that we stop…Details
Contrary to what you might think, this video isn’t about hippies with flowers in their hair, but rather a different type of flower power in the form of Bach flower therapy, explained to us here by microfinance marketing professor Maria Lopez-Escorial. Prof. Lopez-Escorial is committed to making this world a better place. In order to achieve this…Details
In an upcoming talk about “How to create successful brands” (Singapore, April 17, 19.00, register here) Prof. Dr. Martin Boehm will reveal the strategic role that brands play in driving business growth and profitability and why have brands become key assets in organizations. In a highly competitive and saturated market environment, building strong brands has become…Details
No product is launched without consumer insights, without analyzing the market environment. This reality is the reason for the IE Master in Market Research and Consumer Behavior, the only program considering both interrelated aspects into one single program. An academic program with such practical implications would only be half of value if you do not exclude professionals…Details
As you probably know, CMYK stands for Cyan, Magenta, Yellow and Black, namely the four base ink colors. In offset and digital printing the CMYK ink colors are applied to paper in successive layers. By overlapping the four colors in varying concentrations, a huge number of other colors can be created. As a result, the…Details
How to deliver knowledge is a difficult task; to make students understand and remember it is even harder. It is not a secret that here at IE Business School, case studies are an essential part of the IE learning experience, as they portray one of the most effective ways to develop and assess a student’s…Details
Are you a lawyer or a manager with responsibilities on Marketing and Business Development activities inside your firm? Are you a fee-earner in charge of supervising these actions? If your answer is yes, IE Law School Executive Education designed a specific online program for you. “Organizing the Marketing & Business Development Activity inside the Firm:…Details
Good tourist destination management is fundamental to territorial tourism competitiveness. The way in which destinations are planned, developed, managed, promoted and marketed, and how public- and private-sector stakeholders collaborate is fundamental to their competitive advantage. This Virtual Master Class will examine the main drivers of tourist destination competitiveness and the variables that managers, in both…Details
“The Art of Seduction ― Marketing the Subconscious” will explore the history and theory of appealing emotionally to potential clients and customers, and discuss ways to do so. The seminar, hosted by Seoul Global Center, will feature a guest talk from Prof. William Davila, Associate Professor of marketing at Madrid’s IE Business School, which specializes in entrepreneurship,…Details
IE Business School is glad to invite you and the members of your network to join the 10th videoconference in our Sports Management Today series, to be held on Thursday, March 24th at 16:30 (Madrid local time – please click here for your local time). Register at email@example.com.
Earl Patton – Senior Manager for Sony FIFA Partnership Project Office
Coming off his international assignment for Sony FIFA Partnership Project Office in South Africa for the 2010 FIFA World Cup, Earl Patton will join us for this exclusive videoconference on strategies that pertain to global sports activation. Earl will discuss how Sony and other global partners of FIFA and the World Cup manage and integrate various business developments and marketing strategies from digital, television, print, social responsibility, sales and marketing. In addition, Earl will discuss the role of various internal and external groups within a global activation to illustrate how a united front is a key component to the deployment and success to reaching return on investment.Details
IE Focus | By David Gracia, Professor at IE Business School
The social networking phenomenon is unstoppable, but there is still no business model capable of successfully exploiting the services these companies provide.Social networks are attracting more and more consumers´ attention. As a result, they are becoming an unbeatable opportunity for advertisers to showcase their products and services to potential consumers. However, advertisers´ and users´ interests are not always the same and social networks need to find a balance so that they can attract new users and, at the same time, capitalize on their services in an Internet culture ruled by freebies. It is a three-edged challenge: advertisers, users and the social networks themselves.
Social networks are a particularly attractive platform for advertisers. Facebook, which has just completed its sixth year, was visited by 460 million people in February, 13.3 million of them from Spain (according to figures released by Nielsen). If Facebook were a country, it would have the third-highest national population on the planet, with more than 400 million inhabitants.
The comparison between Google and Facebook is particularly interesting. On the one hand, the percentage of Internet users that use the search engine in Spain is 91%, whereas only 53% use the social network. On the other, the key factor lies in the time spent by users on the site: whereas with Google people enter, search and leave, whereas Facebook users are getting more and more involved in a growing number of activities. On average, users spend 1.45 hours a month on Google, which is very little in comparison with the 6.5 hours they spend on Facebook.Details
Original published at Bangkok Post on May 4, 2010 Earlier this year, Patr Bhalakula, a talented young Thai pursuing a Master in Marketing Management degree at IE Business School, and his team won the second prize in the Novartis Masterminds Challenge in Spain. The challenge is a competition involving the London Business School, IESE (Instituto…Details
“Does Marketing Run through your veins?” This was the slogan for this year’s Novartis Masterminds Challenge, a marketing competition sponsored by the leading farmaceutical company with the objective to search for professionals with management skills and passion to demonstrate their talent, lead and execute a marketing plan in the healthcare sector. Our Master in Management…Details
In times like the present the great temptation is to cut back budgets, and marketing is often the first to suffer. It is vulnerable because of the search for fast results or survival and because it is assumed that reducing marketing efforts does not have any short-term effect. The current climate requires the consideration of a number of priorities to avoid missing out on opportunities or committing irreversible errors and accepting that Lady Luck smiles on the decisive in times of crisis.