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Brand/Communication Immersion Programme, Profession in Action (19CIE25824)

General information






S semester

ECTS Credits:


Teaching Staff:

Group Teacher Department Language
Isa Moll de Alba Mendoza Marketing ENG
Ana Maria Varela Otero Marketing ENG

Previous Knowledge

Some basic knowledge of management and marketing is absolutely necessary, as well as an interest for Brand Management and Communication as professional areas. Actually the participants' interest is a key to the course's success as it requires a great involvement: the programme is very hands-on, experiential, but also very intense. Hence, motivation is needed to make the most out of the subject.


This subject will help the students to consolidate what they are learning in their MSc programmes, especially in the field of Marketing and specifically in the Brand and Communication functions. Therefore it is strongly recommended to the students aiming to develop a career in the Brand Management / Communications areas.

The Brand&Communication Immersion programme seeks to create a unique learning experience by combining the richness of activities/seminars in various companies, the direct interactions with their professionals working in Brand and Communication, with academic preparation, analysis, discussion and reflection.

The current programme is an evolution of the former Profession-In-Action programmes, that the participants defined as follows:
"This course should be mandatory for every ESADE student. The amount of insights and knowledge received during this week is incomparable"
"The program was very useful and interesting it really exceeded my expectations. I would have loved to repeat this program in the future!"
"It's really inspiring."
"It is a super interesting programme, I strongly recommend to the rest of students."
"Extremely interesting and useful. We got to know several companies from the inside, from the marketing point of view mainly. I really appreciated that. Also we got to make contacts."
"This course has been extremely useful to think about my future career. I would definitely recommend other students to take it."
"It is is really worth it as students can observe real companies in their everyday and get closer to their culture and everyday work."
"I like the content and it provided us with a lot of insights which are absolutely useful for our professional career."

Course Learning Objectives

The final goal is to get a deep knowledge about how the academic knowledge in the fields of Brand and Communication is applied in different types of companies operating in different industries. Hence it's an intensive experiential hands-on programme that will provide you with:
- Insights regarding Brand&Communication in different markets and business cultures: the course aims to include a really diverse sample of companies (international/local, product/service, B2B-B2C,...) and as many industries as possible (FMCG, tech, fashion, sport, agencies,...)
- Insights in Brand&Communication regarding professional careers: participants will also obtain a more profound knowledge about target industries/types of companies, contacts in the companies and contacts of ESADE Alumni, if possible.

All in all the course will offer the students a real perspective into how the Brand&Communication functions are executed in different companies of diverse industries, how their professionals applied the theoretical frameworks learnt in class, what their daily responsibilities are, what their work environments are, among others. This experience will enable them to personally visualize the different approaches to the Marketing roles & competences in the fields of Brand & Communication in different markets and companies.

To give you an idea of the intensity of the programme and the type of companies we aim to include note that in previous years we counted on an average of around 15-20 companies, such as Nestlé, R-B, L'Oreal, Mediapro, Seat, BBVA, CocaCola, DDB, Ogilvy, Havas Media, Lab. Uriach, 080n Fashion Week, Codorniu, TripAdvisor, Mattel, HP, La Caixa Foundation, AGBAR, Boheringer-Ingelheim, Vueling, GB Foods, Vice, Kantar Worldpanel, Everis, Tiendeo, Danone, Oysho, Roca, Bna Tech City,...

Assessment criteria

Participation in class and during the seminars in the companies: 40%

Background presentation and hand-out to prepare for the activities: 30 %
Final group project hand-in (includes peer evaluation): 30%

Timetable and sections

Group Teacher Department
Isa Moll de Alba Mendoza Marketing
Ana Maria Varela Otero Marketing