The Entertainment Lab is born to address a highly talented, demanding industry that has steadily become a double-digit growth sector due to consumers having access to a wider portfolio of products and services at affordable prices.
The Lab aims to update the students’ offer with an appealing, inspiring and down-to-earth approach where networking with the category’s leading experts completes a holistic experience along the learning journey.
Juan Manuel Alonso began his studies in Universidad Pontificia Comillas, where he succeeded in two degrees: Law & Business Administration. Primarily linked to Strategic Marketing & Branding, Juan Manuel has managed cutting-edge leading brands in the Consumer Goods, B2B-Industrial and Educational industries, such as Head & Shoulders (P&G), Coco Pops-Frosties (Kellogg’s), Scottex (Kimberly Clark) and Cargill just to mention a few.
Juan Manuel is a permanent associate professor in IE with experience in subjects that cover the Branding, Marketing and Acing Interviews disciplines with deep focus in Entertainment and has been Awarded with the Teaching Excellence recognition in October 2020. Recently appointed Career Advisor for the IMBA program in IE, his approach is set by a customer/student-focused methodology.
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