Integrated Marketing Strategy in the Digital Age

Most of time, efficacy is the result of good strategic planning. A good marketing strategy is at the foundation of solid brand building and good results as it allows for sustained long term growth. This masterclass will set strategy at the core of the brand plan and seek how to use analytical skills and key market and consumer insights to develop the best possible strategies and plans for their brands. Join IE School of Human Sciences & Technology’s next online master class with Professor Alicia Maria Garcia Lopez, in which we will focus on understanding the key elements of strategic planning in marketing: "Integrated Marketing Strategy in the Digital Age". Alicia María García Lopez, has been forged at several multinational companies over more than 25 years. During these years she has worked in the different fields of Marketing: Brand Positioning and Strategy as Brand Director for several brands, Innovation, with 9 years’ experience in the development of new products and brands, and Communications, as a responsible for Advertising, Media and Sponsorships. Alicia also has extensive experience in inspiring agencies, started her professional career in Procter & Gamble working in Spain and then in P&G ́s European headquarters in Brussels. Later she moved to El País, Spain leading newspaper, where she was Marketing Director. She then moved to The Coca-Cola Company where she held several positions as Communications manager, Brand Director and then Innovation Director. In 2003 she works for Diageo where she was Brand Director and then European Innovation Director until July 2014. She now works as Marketing and Innovation consultant for several agencies and companies.