CREATIVITY, INNOVATION, ART, AND THE WORLD OF MARKETING
What could be the role of art in the business world? In this session, we will explore the connection between creativity, art, and its application in the world of marketing. The same way we go to a gym to train our body, we could go to museums or opera houses to stretch our brains: because arts are the gym for the mind. If creativity is connecting things, these new experiences will help us establish new associations and face our business challenges from a different edge. Marketing can profit from art, as an extremely powerful tool to come up with new ideas, to spot trends and to elevate the conversation and storytelling of brands.
SECOND SEMESTER
CATALINA TEJERO
CATALINA TEJERO lectures in IE about the connection between innovation in the business world and art. She has pursued executive education in Central Saint Martins in London and graduated from the Marketing Management Program in IE. She is also a Member of Honor of the Foundation Amigos del Museo del Prado in Madrid and is the President of the IE Alumni Humanities Club. She holds a bachelor of laws and a diploma in international relations from ICADE (Universidad Pontificia de Comillas) and an MBA from IE Business School.
Skills
1. Rediscover the power of observation through our 5 senses to understand marketing as a multidimensional strategy and experience
2. Exposure to art as a trigger to foster creativity
3. Art as a source of trends and new ideas for marketing
4. The power of storytelling of art for brands
5. Historical evidence of how art has been used to strengthen brands and as a driver for sales
Schedule
Which dates?
14-ene. 21-ene. 28-ene. 4-feb. 11-feb. 18-feb.
What day?
TUESDAY
What time?