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Entertainment Lab

Join the Revolution that impacts music, film, series, videogames and digital content

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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.


Develop projects and reports around the Entertainment business and create value for the guest companies by building a solid response based on data-focused, trend-analysis recommendations.

Provide the students with a deeper sector understanding and knowledge by applying real-life, ready-to-apply tools similar to what should be expected in a corporate environment.

Have access to the different phases involved in the process of creation of initiatives that often influence diverse departments in the corporation (Marketing, Commercial, Innovation, Finance, Research, etc.).


Lab Director

Juan Manuel Alonso

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.

Lab gallery

Entertainment Lab ’23
Entertainment Lab ’22

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