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Marketing & Consumer Insights Lab

Develop brand building & strategy and prepare marketing plans for your clients.

Marketing Lab logo


This Lab aims at developing consultancy skills targeting real-life marketing problems and opportunities. Students will be part of a guided task force that works in conjunction with marketing executives from companies operating at local or international markets.

Marketing and consumer insights are a live discipline that currently faces a dynamic environment. Whether a start-up or multinational company, marketing managers are in need of continuous contact with consumers to identify current and future needs and wants.

Students from all Bachelor degrees are welcome to participate as members of our team of consultants for this academic year.


Branding: strategy/ positioning, equity (awareness/ image/ loyalty) and brand elements (naming, logo, etc.).

Marketing mix and 360º plan: product development, pricing, placement and promotions.

Market research: competitive landscape analysis, penetration of markets, brand audit and product assessment.

Consumer behavior: trends, consumer insights and motivations, segmentation, buying decisionmaking process analysis.

International marketing: internationalization of products/ companies, potential new market analysis.

Business challenge and strategic framework: definition of business opportunities based on in-depth consumer, market and company analysis.


Lab Directors


Ramón is a brand strategy consultant with a 19-year experience. He led different in Unilever and Mondelez for twelve years. Then he moved to BMC Strategic Innovation as a European Director, working with Coca-Cola, Heineken, Nespresso… He has been teaching at IE since 2010, combining it with his consulting projects.


Marketing, Communication and Innovation professional with 17 years’ experience within Financial Services, Consumer Electronics and Hospitality sectors. MBA at IE Business School and Associate professor at IE Business School, UCM (Universidad Complutense), ICADE & Eserp Business School. Fluent in English, Spanish, Italian and Catalan, I am used to working in diverse environments where cultural adaptation and flexibility has been crucial. Passionate about marketing, technology and digital innovations, currently investigating for a PhD in Behavioral Marketing within Financial Services.

Lab Gallery

Welcome to Madrid’s Marketing Lab
Marketing Lab Madrid ’21
Marketing Lab Madrid ’20
Welcome to Segovia’s Marketing Lab
Marketing Lab Segovia ’23
Marketing Lab Segovia ’22

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