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.).
Analyze the evolution of content consumption in Spain since the arrival of streaming services and their effect on cinema tickets and TV ratings.
Design a comprehensive competitive analysis to address the launch of Meta.
Design tactical marketing strategies to to to extend the reach of the platform to other types of users beyond gamers, including a tactical and strategic roadmap towards 40+ targets.
Design a promotional plan for the new album of Adele, and analyze best practices of NFTs in music.
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.