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For many decades, marketing started with creating best in class products and then look for the customers who would buy it. The more features were added, the more complex ended up being the choice for the customer. Additionally, features and technology started to level out across products, driving commoditization emergence in many industries, making price the sole differentiator.When that happened, rankings and lead tables started to emerge, and customer were naturally encourage to choice the best absolute product instead of focusing on the relatively better product for them.In recent years, the customers have earned back the power of decision and best is replaced by appropriate.What does this mean for product manufacturing and marketing?How can we assess what people need as accurately as possible?Do people actually know what they need?How do we, as corporation, recreate interest? Role of content and storytelling.Separating the power of a strong brand from the features of its products. Whats the role of social pressure in our choices?This course will challenge the student to think from the customer perspectives instead of the company. The objective is to create relevance. We will discover together the strength of a brand vs the features of its products and which should come first. And we will discover ways to communicate effectively in commoditized industries (where product differentiation is limited)

The aim of this seminar is for students to become familiar with the different work options they will confront once finishing their studies at IE and also during the study period for internship. We will make a road map will be made through different industries and functions analysing the different competences according to the requirements of the job description markets. The industries trends and working positions most demanded will be analysed. The recruitment process and how to become the hired candidate. On the other hand, we will give tips on why student fail in the assignment process occurs.

This seminar has been designed to help students to work on their Personal Branding and Networking skills to boost their professional profile and employability. This will definitely help them take ownership of their career, as well as learn how to build an efficient online and offline presence, how to network, how to behave at recruiting events, and make the most of their personal brand! We will follow the CAV model: Coherence, Authenticity and Visibility. Starting with the understanding of what Personal Branding for Career Management is, we will then proceed to work on the students’ vision and mission, understanding their values and motivations, analyzing the market and outlining a potential career path (Coherence stage). It will also be key to work on the discovery of their strengths and talents, as well as to identify their competitive advantage vs other professionals (Authenticity stage). All this will be the foundation of their Personal Branding Strategy, which will end with their professional positioning statement. This positioning statement will be the first step to define a communication strategy and the corresponding communication plan for their Personal Brand (Visibility stage).