Máster en Design Thinking & Customer Experience

executive MBA


According to research by ManPower, around 40% of employers report a lack of talent. In one of its articles on the situation of the employment market, Forbes magazine concludes that we are not facing an employment crisis, but rather a skills crisis. Professions with a large digital content have given rise to the so-called ‘zero-unemployment professions’ because there is a lack of professionals on the employment market, with companies entering into a frantic battle to attract and retain these professional profiles. The World Economic Forum carried our research in which it revealed that, by 2020, the 10 skills in the highest demand will include creativity, capacity for complex problem-solving and critical thinking.

Within this context, methodologies to foster innovation and a customer-oriented approach, such as Design Thinking & Customer Experience, have taken on a hugely significant role. These methodologies are an increasingly common practice in the way companies work, including the most traditional organizations, over the course of their digital transformation process, in their attempts to become more agile and respond better to the demands of the market by adopting the approaches to work employed in startups.

The objective of the Master in Design Thinking & Customer Experience is to create innovation professionals equipped with the conceptual and practical tools required to develop successful innovation and Design Thinking & Customer Experience processes in companies, focusing on the use of tools and methodological techniques, using empathy-based strategies to put themselves in their potential customers’ shoes, and detecting unsatisfied needs, developing their creativity and applying it to resolve real business problems, and reflecting on their own profile as potential innovation professionals, particularly with respect to their attitude to risk, error and uncertainty.

Key points


Partnership with Babson College (Boston)

The program is run in partnership with Babson College, through the Babson Collaborative program, of which EAE is a member. Babson College offers the best entrepreneurship programs in the world, according to the leading general rankings, including the Financial Times, and specialist rankings, such as the league tables prepared by Entrepreneur Magazine and The Princeton Review.


Business Challenge Solution

For the Master’s Thesis, students work in groups to propose a solution for a real need and challenge set by one of EAE’s partner companies on the Master. In the challenge, the students apply all the knowledge acquired on the different courses, and they can interact with the company to gather information and conduct an analysis on which they will based their solution, applying everything they have learned over the course of the Master.



Constant Update in Design Thinking

Once a month, activities are organized, such as expert panels, visits to leading companies and centres, lectures by special guests and presentations of real cases by the professionals involved, among others.


Strong Business Focus

The program has a strong business focus, with content that has a predominantly practical and experiential approach based on workshops, case studies, roleplays, group exercises and gamified competitions in which they can apply the knowledge acquired and develop competences and skills.


Marketing Advisory Board

The tuition plan for the Master is developed in collaboration with the Advisory Board of the Marketing area, which is formed of 25 professionals from leading companies such as Unilever, Sony, Mango, Nielsen, Nissan, OgilvyOne, Heineken, Endesa, BP, La Caixa and Dockers, among others.


Business Networking

Meetings with professionals from leading companies and other students, which enable you to expand you network of contacts. In 2017, we organized events with companies including Microsoft, Red Bull, HP, CEPSA and Grupo Hero, to name just a few.




Major + Minor

For the first time ever in Spain, EAE has implemented the North American methodological system based on Majors and Minors, which replaces the traditional method of choosing elective courses.


Employment Partner Executive

The main objective of this program is to facilitate the constant update of the knowledge, professional skills and competences of executive profiles, with the aim of enhancing their professional projection.


Soft Skills Program

The objective of the Soft Skills program is for the participating professional to round off their training with the strategic mobilization of their personal skills. The program consists of ten independent monthly workshops organized in line with the Emotional Competence Model.

Do you want to become an EAE student?

Find out about the Admission requirements for EAE Business School’s Master in Design Thinking & Customer Experience.


We can help you with funding

Check out our grants for the Master in Design Thinking & Customer Experience at EAE Business School.