Posts Tagged ‘Marketing#8217;


Hot Market Dog

Written on May 8, 2014 by Dirk Hopfl in Live IE

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 for a moment to try to understand the forces that drive the market. He uses a Sanskrit concept, “Samsara,” to convey the idea that the market is just an endless cycle of desire for things we feel we need and which we think will improve our lives somehow. It would appear that the market moves at the same speed as Prof. Boehm at the wheel of an Oranke Skualo, and that both are unstoppable…

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38 Flowers

Written on June 20, 2013 by Dirk Hopfl in IE News

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 she spends her time thinking about how to create and market ways to finance development projects in developing countries.

But that’s not her only passion. Some time ago one of her children had an illness that did not respond to traditional medicine, and her search for answers led her to discover Doctor Bach’s Therapy. Bach’s remedies use the healing properties of 38 flowers to treat a range of different disorders. The result of this happy discovery was that her son eventually recovered and she ended up becoming a Bach therapist.

You might also be interested to know that she’s a lovely person who really knows her stuff. Take a look at the video and you’ll see what I mean.

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First published on The Other Side | By Felix Validvieso


Marketing rocks… It rules the world!

Written on April 10, 2013 by Dirk Hopfl in IE News

Prof. Dr. Martin BoehmIn 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 an imperative need. The best way to keep customers and attract new ones is to ensure you have a unique value proposition that is both rationally and emotionally different.

To know Prof Boehm a little better, we asked him some questions about himself and why he is so passionate about branding and marketing. Another impression you can gain from this short video.

How did you come to IE?

As a faculty member I was interested in working at a business schools which is among the best business schools in the world and at the same time follows a very practical, hands-on approach to teaching and research.

What is your background?

I am a marketer by training. However, before joining IE Business School I also gained experience in the management consulting industry.

Why are you is so passionate about what you teach

Marketing rocks! It rules the world.

What do you learn from IE students?

As I am teaching marketing at IE Business School, I am in the fortunate situation to teach a subject which is accessible to everybody. Students are more than happy to share interesting marketing stories from around the world. This provides me with the great opportunity to constantly learn about new marketing ideas and concepts.


Market Research is sexier than you think

Written on December 29, 2012 by Dirk Hopfl in IE News

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 from the industry. That’s why this program has ongoing workshops and conferences. Students of IE’s Master in Market Research and Consumer Behavior get the chance to participate in these workshops throughout their whole master experience. What are these about? Take a look here!

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Business in 4 colours: CMYK

Written on November 26, 2012 by Dirk Hopfl in IE News

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 combined visual effects of the four CMYK colors produce what we commonly call full color printing. I believe that the visions of the four professors featured in this video serve in much the same way as “base colors” for developing thought in the field of management. They basically address two issues – what could be considered the most important management subject, and whether the world is seeing a shift in its center of gravity. Prof. de l´Etraz disagrees with Dean Iniguez, and Prof. D´Souza disagrees with Dean Boehm. It seems that agreement is just not their thing. Check out what they have to say!


How to position your product and services?

Written on June 11, 2012 by Dirk Hopfl in IE News

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 problem-solving skills.

The case method helps professors not only strengthen their students’ abilities to creatively approach complex problems in unfamiliar settings, but also to structure their thinking and reach sensible conclusions in a short period of time based on the facts available – like in the real world, only with a little guidance. In addition to the case study, other tools are used on a regular basis to make class content as appealing as possible.

Check out the video below to experience how a topic such as on segmentation, positioning and differentiation might be complemented at IE Business School in a didactical and entertaining way.

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If you find the video interesting enough, you can explore more through the multimedia technical note on this topic, freely available on the IE Multimedia platform.

This post was first published on the IE Master in Management Blog.


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: from Strategy to Execution” intends to explain the marketing activity a law firm is due to display nowadays. Since lawyers are not taught about management at law schools but then they are expected to carry out these actions, Ms. Marisa Mendez (professor, marketing consultant and lawyer with a specific management course at Harvard) will provide you with the knowledge and tools to organize and supervise such activity.

3 live videoconferences and 3 online forums with specific practical cases will enable you to manage in the most efficient way your duties and eventually to understand the best talent inside the firm to take their ideas on the subject into practice.

For more details, please visit the IE Law School web.


Virtual Master Class: Tourist Destination Management

Written on September 26, 2011 by Dirk Hopfl in IE News

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 the public and private sector, can influence in order to improve a destination’s competitive advantage and therefore, that of the local tourist industry. 

This conference will be held on Wednesday, September 28 at 12 noon Madrid time, 6 pm Singapore time. You will receive the link to the virtual conference room once you register online for this event using this link.

The Virtual Master Classes are brought to you by faculty members and speakers of the Executive Master in Tourism Management. This blended program last 13 months and combines 4 face-to-face periods in Madrid, Costa Rica, Singapore, Madrid with extended online periods where case discussions and conferences are held.


IE Event || Marketing the Subconscious

Written on May 6, 2011 by Dirk Hopfl in IE News

“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, innovation, and strategy. 

IE’s Korean academic partners include KAIST Business School, Seoul National University, and Sogang University Business School. 

There will also be a question and answer session after the talk. The event runs from 6 p.m. to 9p.m. on May 13 at COEX. Reservation is required. To reserve a place or find out more call (02) 6001-7242 or email


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


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. Read more…

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