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Maria Eizaguirre Dieguez

Maria Eizaguirre Dieguez
  • Marketing & Branding Professor
  • Digital Humanism | Rhodes Scholar

Maria Eizaguirre Diegue is a senior leader who has a successful track record in not only marketing strategy but brand equity and portfolio management in Higher Education and FMCG. Maria has a creative mindset and has great experience in reframing business opportunities from a customer centric perspective.

She is a professor at IE Business School and a collaborative team player who has strong influential and communication skills. Currently she is the academic director of “Master Corporate and Marketing Communications” and of IE’s Centre for Consumer Driven Growth.


  • She has a PhD from Oxford in Anthropology.
  • She has done MSc from Durham University in Biological Anthropology.
  • She has done BA in Anthropology from Durham University.


  • Her biggest achievement is the creation of a course named “Brand Identity and Strategy”. She can speak Italian and Spanish as well with fluency.
  • She has earned a certification “Semana de Competencias” that was issued by El Puerto de Liverpool.

Areas of Expertise:

  • Consumer behavior
  • Market research
  • Marketing management
  • FMCG
  • Market analysis
  • Business strategy
  • Integrated marketing
  • Segmentation
  • Competitive analysis
  • Brand architecture
  • Product innovation
  • and more.

Maria’s Online Course:


Brand Identity and Strategy

        • IE Business School via Coursera
        • 42,601+ already enrolled!
        • ★★★★★ (564 Ratings)
Online Course Effectiveness Score (Learn More)
Content Engagement Practice Career Benefit

In this course, you will be starting your journey of understand what a brand is and how you can build a successful one for yourself?

  • The best thing about this course is its focus on exploring positioning and how you can choose the right name, color, and logo for your brand.
  • This engaging course is for all those who are ready to start adopt a creative approach towards empowering brands.