February at ESEI Business School: Industry Insight, Global Milestones and Real-World Learning in Barcelona
February was an exciting month here at ESEI Business School in Barcelona. From international academic collaborations and high-level guest speakers to investor-led Shark Tank sessions and Master’s thesis defences, our campus was active with practical learning, global perspectives and strong industry engagement.
Here is a look back at everything that happened across our programmes.
International Collaboration: Tecnológico de Monterrey Marketing Programme
We were proud to conclude a one-month academic programme in Marketing delivered to a visiting group from Tecnológico de Monterrey.
Throughout their time at ESEI, the group engaged in intensive, practice-focused sessions designed to bridge theory and application. Their presence on campus strengthened our international academic partnerships and reinforced Barcelona’s position as a meeting point for global business education.
The programme reflects ESEI’s commitment to hosting internationally recognised institutions and delivering tailored academic experiences aligned with industry needs.
Industry Expertise in Sports Management: Alberto Montenegro
Students from the Master in Sports Management welcomed guest speaker Alberto Montenegro to their Events and MICE Management course, led by Professor Julia Roca Valverde.
With over twenty years of experience in media, communications and sports-related project management, Alberto shared insights from his work across written and audiovisual media, corporate communication offices and major sporting events. He explored the evolution of event speakers and sports presentations, and discussed the development of his own company, Speakers Pro.
Students gained valuable insight into:
- The strategic importance of event speakers in sports contexts
- Managing communication across live sporting environments
- Overseeing publication processes from concept to print
- Community management strategies for brands and events
His session offered a realistic view of the intersection between sport, technology and communication, aligning closely with the professional ambitions of our Sports Management cohort.
ESEI Shark Tank: AI-Enabled Business Ideas Put to the Test
One of the highlights of February was ESEI’s Shark Tank experience, led by Professor Kate Busby as the final assessment for the course Emerging Technologies in Marketing.
Students from the Master in Digital Marketing and the Master in Marketing and Communication presented AI-enabled business concepts to panels of external investors, founders and marketing leaders. Across two sessions, each team had five minutes to pitch followed by live questioning.
Session One: Master in Digital Marketing
Students demonstrated their ability to:
- Define and build AI-supported products
- Develop synthetic Ideal Customer Profiles
- Design automation-driven go-to-market strategies
- Improve visibility within large language models
- Present clear and structured investor asks
The shark tank panel included:
- Matt Roberts
- Vincent Jong
- Fengwei David An
Students were required to defend their assumptions, justify customer acquisition strategies and demonstrate commercial viability under time pressure.
Session Two: Master in Marketing and Communication
The second session highlighted strengths in storytelling, audience research and content-driven strategy.
The panel of sharks included:
- Damien Acheson
- Nicolas Grenié
- Fadi Haddad
- Michael Burnett
Across both sessions, students experienced the pressure and expectations of real early-stage pitching environments. The experience strengthened their ability to translate AI concepts into practical marketing strategy, communicate clearly and respond dynamically to investor feedback.
Master’s Thesis Defences: Academic Research Meets Business Practice
February also marked the thesis presentation season for students completing their studies this semester.
Students presented their final research projects to a panel composed of ESEI staff, professors and Barcelona-based business owners and entrepreneurs. Topics reflected current market challenges across marketing, management, tourism and entrepreneurship.
These sessions demonstrated the analytical depth, applied research skills and professional maturity developed throughout their programmes. For many students, this milestone marked the culmination of months of research, strategic thinking and industry engagement.
Tourism and Hospitality Management: Congress Bidding and Professional Congress Organisation
Students from the Master in Tourism and Hospitality Management welcomed two senior industry professionals for a session focused on international congress bidding and event delivery led by Professor Elena Altemir.
- Ester Abajo, Association Meetings Manager at the Barcelona Convention Bureau
- Valentina Copola, Director of Communication and New Business at Group RIC
The session explored:
- The structure and practical use of the ICCA database for market analysis and congress bidding
- The role of a Convention Bureau in lead generation and candidacy support
- How Professional Congress Organisers design, manage and deliver international congresses
- Career opportunities within Convention Bureaus and PCOs
- Sustainability and legacy as integrated elements of event planning
Students gained direct exposure to how Barcelona competes for and delivers large-scale international events, reinforcing the city’s position as a leading European hub for business tourism.
ESEI Content Creators Club: Short-Form Video Masterclass
February also saw the first meeting of the new semester for the ESEI Content Creators Club.
Led by ESEI Social Media and Content Manager Hallie Murphree, students took part in a masterclass on filming and editing short-form video content for social media marketing. The session covered practical techniques for framing, lighting, editing structure and platform-specific optimisation.
Following the masterclass, students participated in a hands-on workshop where they developed and produced their own short-form videos. The session supported the development of digital communication skills increasingly required across marketing, entrepreneurship and brand management roles.
ESEI Spring Induction 2026: Welcoming 28 Nationalities to Barcelona
February concluded with one of the most important milestones of the academic year: ESEI Spring Induction 2026.
We welcomed new students from 28 nationalities across our Master’s degrees, MBA programmes, Bachelor pathways and specialised Short Courses.
Key highlights of the Spring 2026 intake include:
- Approximately 65 per cent Non-EU students
- Over 50 per cent with more than five years of professional experience
The most represented nationalities include Brazil, Turkey, the Philippines, Morocco, Serbia, the Netherlands, Germany and Spain, alongside students from the United States, Ukraine, Jordan and Portugal.
This cohort reflects ESEI’s position as a globally focused business school in Barcelona, combining academic excellence with industry relevance and professional development.
As the Spring term begins, we look forward to supporting this new group of students as they build their networks, strengthen their expertise and contribute to our international community.
February demonstrated once again what defines ESEI: close industry collaboration, practical learning experiences and a genuinely international student body. As we move further into the academic year, we continue to build opportunities that connect education with real business environments.
Explore ESEI’s Programmes
👉 If you’re considering starting your own journey in Barcelona, explore ESEI’s Bachelor’s and Master’s programmes and see how we can support you on your study abroad journey.
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