Professional Guide

 

Careers in Marketing, Communications, Entertainment & Media

This guide serves as your introduction to entering this professional field, providing you with the resources and knowledge needed to take proactive steps toward your future.

 
 

Marketing & Communication

Entertainment & Media

Opportunities & Musts at IEU

Application & Recruitment

Alumni in Marketing, Communications & Media

Practical Activities

Careers in Marketing & Communications

Marketing & Communications Careers could be split into two dynamic paths. Whether you choose to join a company or marketing/communications agency, you’ll play a key role connecting brands with people.

 
 
 
 
 
 

THE CORPORATE WORLD (B2C)
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Marketing, Sales, and Communications teams exist in almost every industry. They help companies build brands, connect with customers, drive business growth, and achieve organizational objectives through strategic marketing and communication initiatives.

What do they do?

  • Communications: Communications teams manage how an organization communicates with both internal and external audiences. Their responsibilities may include media relations, corporate communications, events, employer branding, reputation management, and crisis communications.
  • Marketing and Sales: Marketing and Sales teams focus on understanding customer needs and promoting products or services to consumers (B2C). Their work includes developing marketing campaigns, positioning products, attracting new customers, and building long-term customer relationships.

Why consider a corporate career?

  • Work closely with a brand or organization
  • Develop Industry Expertise
  • Contribute to long-term business strategy
  • Collaborate with cross-functional teams
  • Build strong customer and stakeholder relationships

THE AGENCY WORLD (B2B)
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Marketing, Communications, and Public Relations agencies work as strategic partners to organizations across a range of industries, helping clients build brands, engage audiences, and achieve business objectives through creative and communication solutions.

What do they do?

  • Strategy & Campaign Development: Agencies design marketing and communication campaigns tailored to client goals, including branding, advertising, social media, influencer marketing, media planning, and events.
  • Campaign Execution & Analysis: Agencies manage the delivery of campaigns from start to finish, coordinating stakeholders, budgets, timelines, and external partners while measuring performance and identifying opportunities for improvement.

Why consider an agency career?

  • Work with multiple clients and industriesGain exposure to diverse projects and campaigns
  • Gain exposure to diverse projects and campaignsDevelop strong client-facing skills
  • Develop strong client-facing skillsWork in a fast-paced, collaborative environment
  • Work in a fast-paced, collaborative environment
  • Build expertise across marketing, communications, and branding

ROLES AND FOCUS AREAS IN MARKETING & COMMUNICATIONS

Within Marketing and Communications whether in a corporate scenario or in an agency, there are different focus areas you can explore and develop. In today's job market these are the main four focus areas:

HOW ARE YOU GOING TO START YOUR CAREER
In the Marketing and Communications sector, it is most probable to start your work doing an internship.

They can be:

  • 6-month internships
  • Full – time or Part – time
  • Many Remote opportunities

Top Skills for Success in Marketing & Communications

Marketing and Communications professionals combine creativity, analytical thinking, and digital expertise to engage audiences, build brands, and deliver business results.

  • Creative & Communication Skills

    • Content creation and storytelling
    • Copywriting and editing
    • Creativity and innovative thinking
    • Presentation and communication skills
    • Visual content creation

  • Digital Marketing Skills

    • Social media management
    • Content marketing
    • Search Engine Optimization (SEO)
    • Search Engine Marketing (SEM)
    • Email marketing
    • Paid media advertising

  • Analytics & Business Skills

    • Social media analytics and reporting
    • Campaign performance measurement
    • Budget management
    • ROI analysis
    • Data interpretation and insights

  • Project & Stakeholder Management

    • Time management and organizationCampaign planning and schedulingCross-functional collaborationInfluencer and talent managementClient and stakeholder communication
    • Campaign planning and schedulingCross-functional collaborationInfluencer and talent managementClient and stakeholder communication
    • Cross-functional collaborationInfluencer and talent managementClient and stakeholder communication
    • Influencer and talent managementClient and stakeholder communication
    • Client and stakeholder communication

  • Technical Skills & Tools

    • Google AnalyticsGoogle AdsMeta Business SuiteTikTok Ads ManagerMicrosoft OfficeAdobe Creative Cloud (Photoshop, Illustrator, Premiere Pro, InDesign)
    • Google AdsMeta Business SuiteTikTok Ads ManagerMicrosoft OfficeAdobe Creative Cloud (Photoshop, Illustrator, Premiere Pro, InDesign)
    • Meta Business SuiteTikTok Ads ManagerMicrosoft OfficeAdobe Creative Cloud (Photoshop, Illustrator, Premiere Pro, InDesign)
    • TikTok Ads ManagerMicrosoft OfficeAdobe Creative Cloud (Photoshop, Illustrator, Premiere Pro, InDesign)
    • Microsoft OfficeAdobe Creative Cloud (Photoshop, Illustrator, Premiere Pro, InDesign)
    • Adobe Creative Cloud (Photoshop, Illustrator, Premiere Pro, InDesign)

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MOST IMPORTANT PLAYERS - CORPORATE

MOST IMPORTANT PLAYERS - AGENCIES

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Careers in Entertainment & Media

ENTRETAINMENT & MEDIA

The Media & Entertainment industry spans traditional media, digital platforms, gaming, live events, and emerging technologies. Organizations in this sector create, distribute, market, and monetize content across film, television, music, publishing, gaming, social media, and immersive experiences.

Sector Snapshot: Where business meets entertainment

  • Film, Television & Broadcasting

    This includes film studios, television networks, production companies, broadcasters, and film festivals that develop, produce, and distribute visual content.

    Examples: Disney, Warner Bros. Discovery, NBCUniversal, Paramount Global, BBC, Mediaset, A24

  • Streaming & Digital Media

    This includes subscription and advertising-supported platforms that distribute films, television shows, podcasts, music, and creator content to global audiences.

    Examples: Netflix, Amazon MGM Studios, Apple TV+, YouTube, Spotify, Disney+

  • Music & Audio Entertainment

    This includes record labels, music publishers, artist management companies, streaming services, and live music promoters that support the creation, distribution, and performance of music and audio content.

    Examples: Sony Music, Universal Music Group, Warner Music Group, Spotify, Apple Music, Live Nation

  • Gaming & Interactive Entertainment

    This includes video game developers, publishers, esports organizations, and interactive entertainment companies creating digital gaming experiences for global audiences.

    Examples: Electronic Arts (EA), Riot Games, Epic Games, Nintendo, Microsoft Gaming (Xbox)

  • Publishing & Journalism

    This includes book publishers, literary agencies, news organizations, magazines, and digital publishing platforms that create and distribute written content.

    Examples: Penguin Random House, HarperCollins, Grupo Planeta, Condé Nast, The Economist

  • Advertising, Marketing & Media Agencies

    This includes creative agencies, media buying firms, communications consultancies, and brand partnership organizations that help companies reach and engage audiences.

    Examples: WPP, Publicis Groupe, Omnicom, Dentsu, Havas

  • Social Media & Creator Economy

    This includes social media platforms, influencer agencies, creator management companies, and digital communities that enable content creation, audience growth, and monetization.

    Examples: TikTok, Meta (Instagram, Facebook, Threads), YouTube, LinkedIn

  • Live Entertainment & Events

    This includes concerts, festivals, sports entertainment, touring productions, experiential events, and venue operators that deliver live audience experiences.

    Examples: Live Nation, AEG Presents, Primavera Sound, Coachella, Cirque du Soleil

  • Emerging Media & Immersive Experiences

    This includes organizations developing AI-generated content, virtual and augmented reality experiences, immersive storytelling, spatial audio, and next-generation digital entertainment.

    Examples: Meta Reality Labs, Unity, Niantic

MOST COMMON TITLES AND ROLES

  • Production Assistant (PA)

    They provide administrative, logistical, and on-set support for film, television, live events, and digital productions. Production Assistants help ensure production runs smoothly and efficiently.

  • Content Producer / Content Coordinator

    They assist in developing, creating, and publishing content across digital, social media, video, and streaming platforms. They coordinate projects from concept to distribution.

  • Social Media Coordinator

    They manage social media accounts, create engaging content, and interact with online audiences. They also track performance metrics and support audience growth strategies.

  • Content Writer / Editorial Assistant

    They research, write, edit, and publish content for websites, publications, blogs, and digital media platforms. They help create engaging and informative content for target audiences.

  • Marketing Coordinator

    They support the planning and execution of marketing campaigns for media, entertainment, and creative brands. They assist with promotions, market research, and campaign management.

  • Digital Marketing Executive

    They develop and implement digital marketing strategies across social media, email, search engines, and online advertising channels. They use data and analytics to optimize audience engagement and campaign performance.

  • Content Writer / Editorial Assistant

    They research, write, edit, and publish content for websites, publications, blogs, and digital media platforms. They help create engaging and informative content for target audiences.

  • Video Editor

    They edit and assemble video content for film, television, streaming platforms, social media, and marketing campaigns. They use editing software to create polished and compelling visual stories.

  • PR Assistant / Coordinator

    They support public relations activities by assisting with media outreach, press materials, events, and communications. They help maintain positive relationships between organizations, talent, and the public.

  • Events Coordinator

    They assist with planning, organizing, and delivering events such as festivals, premieres, conferences, concerts, and promotional activities. They coordinate logistics, vendors, schedules, and attendee experiences.

MOST IMPORTANT PLAYERS - MEDIA

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Opportunities & Musts During Your Time at IEU

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Professional experience starts before graduation. From your first year, you can begin building skills, expanding your network, and strengthening your CV through IE Early Careers Programs, Student Clubs, Events, Projects & Labs, and Internships. Explore the resources below and watch our webinar, How to Get Experience When You Don't Have Experience, for practical ways to get started.

IE MARKETING CLUB
Join student clubs and attend company presentations and networking events. This will give you relevant information and keep you updated on industry trends and news! Becoming an active member of clubs will demonstrate your interest in the industry so make sure you include it in your CV. Join here.

IEU LABS
IEU Labs provide hands-on, internship-like experience on campus to first and second-year students who wish to start gaining professional practice. There are many IEU Labs for you to choose from, and by joining one you will not only get to build your professional profile and gain valuable practical knowledge of different sectors, but you will also have direct contact with managers and directors of leading companies, extending your professional network.

Application normally takes place in fall but check all the details here.

VIRTUAL EXPERIENCES
To enhance your profile and gain skills and some experience you can consider doing an Online Virtual Experience / Internship. Check the following platform:

The Forage
Extern

Examples of First Jobs after Graduation from IE alumni. Link here.

  • IE Events, Webinars and Seminars

    IE Careers Forum, Marketing Career Fair, Company Presentations, and Recruitment Events: keep yourself updated by checking IE Connects on a weekly basis.

  • IE Marketing Club

    Get involved in student clubs, company presentations, and networking events to build connections, gain industry insights, and explore career paths. These experiences can strengthen your CV and showcase your interest in the industry. Join here.

  • IEU Labs

    IEU Labs offer first- and second-year students hands-on, internship-like experience on campus. Build practical skills, expand your network, and collaborate with industry professionals while exploring different sectors. Applications typically open in the fall. Learn more here.

  • IE Projects

    IE Projects offer students the opportunity to work on short-term projects with IE departments, gaining practical experience, developing key skills, and expanding their professional network. Learn more here.

  • Virtual Experiences

    Build your profile and gain practical experience through online courses, virtual internships, and industry-led challenges.

    • Coursera: Explore marketing, digital marketing, branding, analytics, and communication courses from leading universities and companies. Click here.
    • The Forage: Complete free virtual work experiences designed by top employers and gain practical skills for your CV. Click here.
    • Inside LVMH Certificate: Discover the luxury industry through exclusive online learning modules developed by LVMH experts. Click here.
    • L'Oréal Brandstorm Competition: Solve real business challenges, develop innovative ideas, and connect with professionals at one of the world's leading beauty companies. Click here.
    • Extern

  • Networking

    Network with IE Alumni via LinkedIn to gain insight into a company of your interest.

  • Talent & Careers

    Make sure to check out opportunities promoted in our Talent & Careers Newsletter sent to you by email. It's our top source to share all the latest career-related events and opportunities.

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Application & Recruitment Process

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RECRUITMENT PROCESS & THE TOOLS TO HELP YOU PREPARE

  • 1. CV, COVER LETTER & ELEVATOR PITCH

    Remember to always tailor your CV and Cover Letter based on the job role within the specific sub-industry you are applying for. Your CV should have all the keywords that are in the Job Description of a specific role and sector.

    Resources:

    • Webinar, IE Templates and VMock all in the Career Development Training.
    • Prepare your Elevator Pitch by using the VMock Feature for it. Instructions here.

  • 2. ONLINE ASSESSMENT

    Most of the time companies will send you some psychometric (cognitive or aptitude) tests to complete online. They usually measure different skills (numerical, reasoning, language, etc.). Make sure you practice before taking the official test through JobTestPrep.

  • 3. FIRST INTERVIEW(S)

    If you pass the online tests, you will most probably be called for the first interviews. They can be:

    Video Interviews: Companies use this type of interview as a first step to filter candidates. You will have to record yourself answering a series of questions and send it over to the company before a deadline (usually, 1 week).

    Resources:

    HR/Behavioral and Competency-based Interviews: During this interview, the company wants to know more about you, your motivation, and skills.

    Resources:

    • Make sure you research about the company (Mission, Vision, Values, Strategy, Products, Latest News, etc.)
    • Review in detail the job description so you have a clear idea of what they are looking for.
    • Check some Competency-Based Questions and remember to use the STAR method to structure your answers.
    • Do not forget to let your Career Advisor know when you have an interview.

  • 4. CASE/ASSESSMENT CENTER

    Generally when applying to Graduate Programs this is a step you will need to go through. It can be a series of exercises in groups or individual activities where companies want to see how you work. They will evaluate a series of skills that can include leadership, problem solving, teamwork, communication etc.

    Resources:

    • Check some tips for Group Dynamics and do not forget to contact your Career Advisor for more preparation material.

  • 5. TECHNICAL MARKETING QUESTIONS

    Review this link in case you have a techincal interview and they will ask you to leverage some knowledge about marketing

  • 6. FINAL INTERVIEW

    As the final stage of the process you will probably interview with a Manager/Senior of the area you are applying for.

    Resources:

    • Make sure you prepare for this final stage by contacting your Career Advisor for preparation material.
    • Finally, remember to ask interesting questions when given the opportunity to do so, this can make you memorable and make the difference.

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Alumni in Marketing, Communications & Media

These links showcase IE alumni thriving in Marketing, Communications & Media. They provide valuable insights into their career journeys and the skills they developed at IE. Enjoy exploring!

Ines Muñoz Torres (BCDM)
Marketing Advisor at Teatro Real

Raúl García Risco (BCDM)
Digital Marketing at TINKLE

Gregory Aroniya (PPLE)
Business Evening Show Anchor at BMG

Jasmina Orlicka
at HAVAS Prague

Charlotte Wayaffe (BCDM)
Mountain Partnership Secretariat Internat at FAO

Claudia Alonso Calvo (BCDM)
Social Media Project Manager, Spain

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Practical Activities

Now that you have learned more about the world of marketing and communications, please complete the following steps so you can prepare for your applications and recruitment processes.

1. PICK YOUR AREA OF INTEREST
From the main focus areas in the marketing and communications field, please select the one you are most interested in, so you can prepare and get your application material ready.

2. DEVELOP YOUR SKILLS
Choose minimum 2 of the skills listed that are important in the field. Search how can you develop this during your semester. Also take a look at the activities you can do at IE that you might want to include later on your CV.

3. BUILD YOUR OWN TOP 20 LIST OF COMPANIES/POSITIONS
Now that you have learned more about the Marketing & Communications function make a list of the Top 20 Companies you would like to work in.

For each of them identify at least one potential role you would like to apply to (Check the career website of each company/Career Portal/ LinkedIn etc.

You can download this spreadsheet and fill it out! This will help you get started on your internship/job search and start preparing for the application process.

4. PREPARE YOUR CV
Based on the Job Description you want to apply to, customize your CV. Use all the information in this document as a guide to help you present your profile.

5. THE EXTRA MILE
To prepare for your applications you can also:

Check more information on Marketing Vault Guides

Use Firsthand, a platform to promote networking between IE alumni and current students. Students can register as Mentees and request a 30-minute informational mentor session with IE alumni from different regions across all sectors.

To acces Firsthand User Guide:

  1. Go to ie.firsthand.co
  2. Click on get advice
  3. Set up your profile using IE network log in. Alumni can also use LinkedIn option to log in.

FOR BACHELORS: SECTOR TUESDAY OPEN OFFICE HOURS

If you are interested in Companies related to this sector you can also attend the Sector Tuesday Open Office Hour, which takes place on a weekly basis on Tuesday in your Careers Slot (11:30 -12:30 and 16:00 -17:00)

Register in IEConnects at least one day before the session. "Chat with our Sector Specialized Career Advisors"

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