Institute for Media and Entertainment (IME).

We contribute to improving the competitiveness and quality standards of communication and entertainment companies, via research projects, training programs and the dissemination of specialized content.

Our intention is to offer a valuable response to the growing need for the professionalization of the sector’s management teams.

Objectives:

  • Collaborate with leading companies to investigate key areas.
  • Promote training programs for sector professionals.
  • Improve the links and synergies between academic teams and executives.
  • Disseminate relevant knowledge via bibliographies, articles, monographs, research and case studies.

Research lines:

  • Communication contents and media
  • Brand value and identity
  • DTT
  • Advertising
  • Free papers
  • Sponsorship
  • Innovation in the media
  • Brand perception and business model
  • The television market
  • Private television
  • Entertainment in the media
  • Communication management
  • Marketing communication

Board of Directors.

Academic Director

Juan Manuel de Toro

Juan Manuel de Toro

Professor

Marketing

Academic Director

Mónica Herrero

Mónica Herrero

Professor of Communication Structures and Markets, University of Navarra

Research Director

Charo Sádaba

Charo Sádaba

Institutional Relations Director

Sergi Molas

Sergi Molas

Academic Collaborators.

Alfonso Sánchez-Tabernero

Alfonso Sánchez-Tabernero

Juan Pablo Artero

Juan Pablo Artero

Gustavo García Mansilla

Gustavo García Mansilla

Sponsors.

Carat
Eurostar

Publications

Books

DE TORO, J. M., SOLDADO, P., SAN PEDRO, M., BREINER, J., ARRESE, Á., VARA-MIGUEL, A., ... BEL, I. (2017). La prensa digital en España 2016. Barcelona: IESE.

Edited books

ARTERO MUÑOZ, J. P., BEL MALLÉN, I., SÁDABA CHALEZQUER, C., DE TORO, J. M. (2013). La Televisión en España. Informe 2013. UTECA (Unión de Televisiones Comerciales Asociadas). DE TORO, J. M., BEL, I., SÁNCHEZ TABERNERO, A. (2012). La Televisión en España. Informe 2012. UTECA (Unión de Televisiones Comerciales Asociadas). DE TORO, J. M., BEL, I. (2012). Libro Blanco de la Prensa Diaria 2013. Madrid: AEDE (Asociación de Editores de Diarios Españoles).

Book Chapters

SÁNCHEZ TABERNERO, A., VILLANUEVA, J., ORIHUELA, J. L. (2013). Social Networks as Marketing Tools for Media Companies. In Mike Friedrichsen, Wolfgang Mühl-Benninghaus (Eds.), Handbook of Social Media Management: Value Chain and Business Models in Changing Media Markets (pp. 161 - 178). Berlin: Springer.

Cases

RAHNEMA ALAVI, A., MAXIMON, H. M., MITCHELL, J. (2013). La lucha por el control de New England Wire & Cable: con el dinero de los demás. IESE, F-887. RAHNEMA ALAVI, A., MAXIMON, H. M., MITCHELL, J. (2013). The Fight for Control of The New England Wire & Cable Company: Other People's Money. IESE, F-887-E.

Technical Notes

SOOD, S., CORREDOIRA, L., URGELLÉS, A. M., VILLANUEVA, J. (2015). The Impact Of Digital Technologies On The Paid Content Market. Examining The Netflix Paradigm. IESE, MN-384-E.