Archive for the ‘General’ Category


Controlled chaos and the vision of a business school

Written on October 9, 2009 by in General

Students of Architecture from 9 different countries redesigned the AZCA District in a workshop led by IE School of Architecture and the Architectural Association School of London.

IE School of Architecture (Madrid/Segovia) and Architectural Association School of Architecture (London) organized from 16 to 25 of July a summer course to work on the remodeling of the AZCA financial district. In this workshop 20 future architects from 9 different countries from prestigious architect schools like Harvard, Basil and Glasgow participated. The objective of this intensive course was to underline the importance of the emergent urban ideas, the experimental design strategies, the process work method and public hybrid initiatives to improve the public life in big cities.

Like Javier Quintana, dean of IE school of architecture mentions: “Although both schools have different backgrounds, our attitude is experimental. It´s international, it´s innovative.”

As a student of the summer school stated: The most important in a workshop is the experience…


Prince of Asturias Award teaching a master’s class

Written on October 9, 2009 by in General

MIT’s Dr. Robert Langer teaching the Master in Biotechnology Management in Boston

The students of the second intake of the Master in Biotechnology Management attended in Boston, from September 7th to September 12th, to the second residential period of this program. During this week they had the chance to attend different classes at Harvard Business School, visit different companies involved in the pharma and biotech sector such as Amgen, Novartis, Genzyme y Schering Plough and as a perfect finale the Massachusetts Institute of Technology MIT.

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After an intense week, the students were welcomed in his MIT’s lab by professor Dr. Robert Langer, widely regarded for his contributions to medicine and the emerging fields of biotechnology. He has received numerous awards, including the Millenium Technology Prize, considered like the Nobel Prize for technology, and the 2008 Prince of Asturias Award for Technical and Scientific Research. All students agreed that this was a perfect finale for a great week.


Virtual team building between different Masters programmes

Written on May 25, 2009 by in General

Oswaldo Lorenzo, professor of Operations Management, uses an innovative pedagogical approach between Masters

The Master in Marketing Management and the Executive Master in Global Supply Chains joined together for a special project. While the Master in Marketing Management is a full-time programme with participants with an average age of 22 to 25, the Executive Master in Global Supply Chains is an online programme with face to face phases in Madrid and Shanghai, with an executive profile and an average age of between 28 to 40. Students from the executive programme have been participating as the
leaders of a virtual teams composed of 4 to 5 members of the junior programme. In total, 10 of these mixed virtual teams were set up. The teams worked together on improving the supply chain of the team leader´s.

The leaders had to define the goals and the deliverables. The duration of the project was 2 months, with the virtual teams presenting their results at the end.

A synchronized online seminar by Professor Mark Fritz on managing virtual teams gave the teams a theoretical background, which they could put into practice in their teams. The entire project was supported by the online learning environment of IE, via videoconferences and forums. The students were really satisfied with this
interdisciplinary way of working between different Master programmes.

For Oswaldo Lorenzo this ambitious project is really the key to forming future managers with expertise in the virtual work environment, which is seen as the future of most professions.

IE faces the challenge of distributing this new pedagogical approach over the whole range of Master programmes, with the hope of becoming a reference in the area of virtual leadership.


Basketball is a tool that teaches (launch program part III)

Written on May 25, 2009 by in General

Professor of Team Building, Pablo Martínez implements the Basketball experience in the International MBA


Since 2005, Pablo Martínez, ex professional basketball player from Estudiantes Madrid, has been developing a team building activity with the International MBA programme. In 2009 it was included for the first time within the “Launch programme”, (mentioned previously in this blog).

For two hours students trained in the basketball court, trying to connect the basketball experience with their Master programme. Every student tried to develop their own abilities whilst at the same time being part of a team with the common goal of building an effective team.

After the exercises on court, a 90 minute debrief was provided by the facilitators, in order to give the students the chance to reflect on the activity and try to translate it into a methodological approach for working in high performance teams.

As some of the students mentioned: “We only knew the colleagues’ names. This was really the first time we worked together. It was impressive how we discovered in a single hour the team improvement on the court. This worked due to collaboration between each other.”

For Pablo Martínez this really shows that Michael Jordan was right with the phrase”basketball is a tool that teaches”.


The “Fiat Stilo” class, a role playing simulation

Written on April 29, 2009 by in General

Professor Miguel Costa and other professors from the Marketing area implement the Fiat Stilo multimedia case in their classes.

Fiat Stilo is a multimedia case study that has been designed to show the analysis that should be followed for positioning a new company product. In the case there are two opposing positions: the marketing department point of view and that of the sales department.

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Before the preparation of the case, the professor divides the class into two groups: one half takes on the role of the sales director and the other half take the role of the Marketing Director. Depending on the role adopted, students’ decisions will be different.

The first few minutes of the class are used to discuss the problems that Fiat is facing at that particular moment; both sides of the class generally agree with each other about this stage. However, as the class progresses the two roles start to emerge and different points of views/interests start appearing, provoking a confrontation of ideas and achieving an excellent debate. At the end of the class, professors guide students through the conclusions.

As Professor Miguel Costa comments, “this experience allows us to analyse a product launch from a wider perspective, to develop the positioning concept with interactive tools and playing with different scenarios, to understand two different points of view (Sales Department and the Marketing Department) of the company and how all these things will condition the decision making of the launch. The case allows students to take two different roles, to practice with the different possibilities of specifications and optional equipment, and to defend them in class. On top of all this, students love it.”

Students also appreciate the value this case brings: “I particularly liked being able to play the part of one of the directors and then compare how I did with the other results. The possibility of role play (Sale Manager vs. Marketing manager) helped me in defining my positioning strategy”

As many students commented, it brings them closer to real life; not only through the decisions made but also because of the way the class is structured.


Visit to Google in Madrid

Written on April 29, 2009 by in General, University


Master in Digital Marketing online students accompanied by professor Manuel Alonso Coto, went to visit Google installations in Madrid last March 09.

The visit was divided in two different sessions, introduced by Isabel Salazar, Associate Product Marketing Manager of Google in Spain.

As Manuel stated: “In the first part we came to know the way Google approaches its own marketing efforts. Our students realized how, despite their frequent statement of not spending a single dollar in advertising, they really have a very solid grasp of the best marketing practices and put them to work; for instance they deal very well with all the publicity issues of their communication; the use or their doodles was a perfect example.”

In the second part of the visit students had the opportunity to discuss Youtube’s possibilities from the advertising standpoint. It was clear that branded channels offer good perspectives in terms of crowdsourcing as long as they can be very useful for brand building.

Students really enjoyed the opportunity of sharing with professionals of Google the new business opportunities and also the future of the Digital Marketing.


Design thinking and management (Launch Programme Part II)

Written on March 23, 2009 by in General

Architectural Association (AA) School of Architecture´s professor Brett Steele talking about his experience with IE students


At the other side of London, IE has found another potent partner similarly committed to innovation and disruptive learning. The Architectural Association (AA) School of Architecture, Europe’s leading architecture school that has counted Richard Rogers, Rem Koolhaas, and Zaha Hadid amongst its students, has teamed up with IE to develop a design workshop for MBA students. Design thinking and working processes associated with contemporary experimental architecture has become an increasingly powerful tool in management with its strong focus on innovation, creativity, and teamwork. The workshop, part of the Launch module, exposed students to this style of thinking and one of the forgotten parameters in business: the importance of quality work space and its relationship with creativity. Following an introduction to the program and an overview of the convergence of design and management theory by Brett Steele, AA School’s director, IE students designed an office space under the guidance of AA tutors. The hands-on workshop fostered creativity and team work as well as sensitize participants to the importance of design – and in particular spatial design – in the world of business. As would be common in an architectural setting, the workshop concluded with a design critique led by AA tutors and faculty of the new IE School of Architecture. “Today’s design and management worlds are intricately linked“, said AA’s Brett Steele. “Bringing MBAs and architects together is immensely enriching for both.”


At the heart of the Bernabeu

Written on March 23, 2009 by in General

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Professor Raúl Respaldiza and the students of the Master in Sports Management visit one of the world’s best known sporting venues.

During the first face-to-face period in February 2009 in Madrid, the students of the Master in Sports Management and Professor Raúl Respaldiza had the opportunity of visiting the Santiago Bernabeu stadium. As part of the “Sports Facilities and Property Business” class, students and the manager of the facility analyzed the key success factors for the successful management of this large “multi-use venue”. It was not only soccer fans who were impressed with the professionalism
and range of facilities, as one of the students mentioned: “An amazing experience. It was an excellent field study of sporting facilities (and other MSM topics).”

Within the same module the students also visited the Telefónica Arena Madrid, another sports facility which is part of Madrid’s 2016 Olympic bid.

These visits are just an example of the IE learning experience, where learning goes beyond classroom education.


David Bach, Associate Dean of MBA programs talking about the new LAUNCH module (Learning, Awareness, Understanding, Networking, Communication, Humanities)


IE’s new MBA curriculum, launched this November, includes a number of exciting innovations. As part of a two-week, interdisciplinary module at the start of the program aimed to develop skills in communication, leadership, critical thinking, and creativity, participants will work with actors and coaches from Shakespeare’s Globe and tutors from the Architectural Association (AA) School of Architecture in London.

Shakespeare’s Globe, the world-renowned institution dedicated to the exploration of Shakespeare’s work through education and performance, had designed a half-day workshop in which IE’s MBAs were trained in voice, presence, body language, and improvisation techniques by the Globe’s top practitioners. The workshop, held at IE’s newly-acquired Segovia campus in a 15th century monastery, was highly interactive and aimed to take students out of their comfort zone. “We wanted to break out of the mold of ‘7 words per bullet, 7 bullets per slide’-type of communications workshops,” explains David Bach. “Working with the Globe’s internationally acclaimed actors and trainers is a real privilege. “For the Globe it was the first participation in a top MBA program: “Drama was used at schools in the 16th century to help develop the students’ rhetoric and confidence for their future political or business careers. Perhaps if Polonius had acted more than ‘once’ at the university or had had better training, he wouldn’t have got stabbed behind the arras” said Patrick Spottiswoode, Director of Education at the Globe.

Regarding the entire two-week module of workshops and activities, David Bach, notes that “what we are doing is soft skills 2.0 – challenge participants on the personal level and help them develop into multi-faceted and well-rounded cosmopolitan leaders. Each year our MBA students are better prepared and more impressive, so it’s imperative to venture beyond the field of management to really help them flourish. The arts and humanities offer tremendously fruitful terrain in this respect.”


The Wiki Experience

Written on February 10, 2009 by in General

Professor Vanina Farber uses a wiki in the Economic Environment class

Let´s refer to the most well known encyclopedia: Wikipedia: “A wiki is a page or collection of Web pages designed to enable anyone who accesses it to contribute or modify content, using a simplified markup language. Wikis are often used to create collaborative websites and to power community websites. “Wiki” is a Hawaiian word for “fast””Wiki Wiki” is a reduplication.”

This approach is used by Vanina Farber in her class “Economic Environment and Country Analysis” for the International Executive MBA Online. The various work groups had to collaborate with each other, writing and discussing different economic issues about the following 5 countries:Imagen Thumbnail para wiki2.jpg






This was the first time students and a professor have used this collaborative approach to learn from one another. The groups had to edit their own articles and post them on the learning management system. They could also coedit and add new material to the articles of the other groups. In comparison to the more traditional method of writing a report and sending it to only the professor, this approach is much more interactive and socially valuable for both students and professor, as Vanina mentioned::” The basic idea is to build a collaborative workspace to analyze different countries. The material is updated every session with the new material covered in class. Is the perfect tool for collaborative work and asynchronous communication. At the end of the course the students will have a country report as a deliverable of the course where all the concepts learned in class are applied. “

Students enjoyed the new learning experience and learned from each other as it was the first time such a system was implemented in the virtual classroom.

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