Andrew Lutjens is interested in the convergence of mobile technology and fashion and hopes to work in this field after his MBA
Andrew Lutjens, soon to graduate from the MBA program at IE Business School, is living proof that you can combine right-brain creativty and left-brain business nouse. Lutjens has spent his career following his instincts. Growing up in the US, he knew from 2nd Grade that he wanted to go to Parsons School of Design in New York, spending a summer there studying design management. When it came to applying for college, he was single-minded in his choice. “Much to the dismay of my parents and college advisor, I only applied to Parsons.
“I went to a typical WASP-y prep school and my parents were neurotic, y’know… it freaked everyone out. I had started applications to other art schools, the Brown-RISD thing, which my parents were pushing for, but I ended up only sending in one application, and luckily that worked out!”
Lutjens took a BBA in Design Management at Parsons, a concentration with a breadth of requirements. “One period I’d be in Econ, and the next I’d be in figure-drawing class or blending or something like that. That’s the brilliance of the program - their motto for the course was ‘if you’re going to manage creatives, you need to know how one thinks.’”
Alongside his studies he interned for Tulah, an NY fashion house, and then as a fashion assistant for Condé Naste’s Men’s Vogue, which had just launched. Soon he was juggling a job on the magazine with schoolwork.
“My first internship was my freshman year. I arrived in New York like any aspirational arts student - really hungry. Parsons engrains in you from day one that you intern, and that’s how you’re going to get a job after graduation.”
At Men’s Vogue Lutjens got the ‘editor’s itch’, setting a goal of becoming a fashion editor before he was 25. At a new magazine the team was smaller and the work more involved than at a giant like Vogue; rather than just fetching fabrics and coffee, Lutjens was helping put shoots together as well as managing interns.
Graduating in the midst of the magazine's demise, he jumped to the Wall Street Journal's WSJ magazine as a founding staffer, soon promoted to Market Editor (at 23 - two years ahead of schedule). The role was creative (going to fashion shows, identifying trends in the market, pitching story ideas for editorial) but also strongly linked with the publishing business, working with the marketing team to pitch the magazine to both readers and advertisers.
“This is where I got my business chops, understanding our advertising team and what they do, understanding that a magazine really is a business, and trying to grow that business in any way possible.”
After four years at WSJ, Lutjens started exploring his MBA options. Looking for a break from New York, IE business school based in vibrant Madrid, stuck out. “I think you need an innovative curriculum and a diverse culture. In the end, going to business school and making that investment, I think you need more than just a nice brand name and location in the United States. You need something that expands your mind.”
IE offered a curriculum with a focus on innovation and entrepreneurship. A lot of the electives are based on entrepreneurship or innovation, or business as a global activity rather than weighted towards a particular market. “I think that’s something European schools do really well - their student body is in general more diverse so they just have to. You have to cater to your audience and ultimately the audience of a European business school is more varied.”
Communicating with diverse audiences is what Lutjens does best - whether it’s expressing a magazine’s brand to advertisers and readers as a market editor, or explaining the requirements of business to designers as a consultant, or pitching to investors, he knows that any endeavour comes down to working with other human beings.
“The people, at the end of the day, is what an MBA boils down to. You learn a lot of hard skills in an MBA, but you can learn those hard skills at a European MBA, a top-tier MBA, a US MBA, a second-tier MBA… basically a hard skill is a hard skill - a monkey can learn that. It’s the soft skills that, ironically, a lot of people lack that really help you. At IE your workgroup isn’t just a group of other Americans. You’re working with people from all over the world, and so you gain a lot of soft skills about understanding their particular culture, where they’re coming from, that you wouldn’t gain just by working in another start-up in the United States.”
There can be no easy league-table measurement for diversity, but this aspect of a program selection is still significant and the difficult-to-define soft-skill it develops - ‘cultural fluency’ - essential. “You’re forced to become self-aware, and adapt. I’ve seen a change in myself over the program, becoming much more open to different ideas and different cultures.”
Lutjens has been an active idiversity advocate at IE. He’s spent a term as president of ieOut, the school’s LGBT society. When looking at schools, the LGBT community was one of the features of IE that stood out. “IE has one of the biggest LGBT clubs of all the business schools I know of. I can't say enough good things about it.
"We have, depending on the intake, about 15-20 active LGBT members in the school, and also a lot of alumni taking part in cocktail events or our flagship event 'LGBT At Work [including speakers from Barclays, IBM, and Diversity Consulting]. It’s been a great experience being at IE and being openly gay, the community absolutely accepts you and there’s been a lot of support for it.”
Looking forward, Lutjens is thinking about technology, after having spent the summer working in Bangalore for Infosys. He compares technology to fashion and publishing; “With publishing you have to put out a new magazine every month, with fashion a new collection. Technology is just as innovative and changes as much as media and fashion.
Ideally I’d like to meld the two; I’d like to go into e-commerce or something of that nature. I love the idea of the convergence of mobile technology with fashion and traditional brick-and-mortar retail and how the consumer moving forward will engage with technology in that environment. So ideally something in that realm!”
Student Reviews
My Review
Madrid Is incredible, I've had a fantastic time at IE University. I've had some excellent lecturers overall. They sincerely want the students to flourish and are concerned about developing a personal relationship with them. Having said that, students typically must fulfil their half of the contract by putting in the necessary work and demonstrating a desire to achieve success.
Coming Master
I spent 1 semester on my Erasmus during my BBA trip. This was the great experience and after that I decode to enroll for the master program there. I must say that the only disappointing fact is connected to distribution of the students. Master students are being connected to the old campus what is not fully fail.
Former BBA
As the former BBA student I can say that the level of the learning is quite high. In addition the place (IE Tower) is probably one of the most innovative and networking-support place in the Europe. I totally recoupment this Uni for business students.
International focus
IE university has a global perspective and attracts a highly diverse student body, with students from all over the world. This international environment fosters cross-cultural understanding and prepares students to work in a globalized world. This is same for the faculty members as well, the university's faculty members are from diverse parts of the world and are reputable. they are not only experts in their fields but are also often actively engaged in research and industry. Their practical experience and academic expertise create a stimulating learning environment.
Loved it
IE University, in my experience as a student, stands out as an outstanding institution for higher education. Its international perspective is a major strength, evident in the diverse student body that represents a multitude of countries and cultures. Interacting with such a global community has broadened my horizons and deepened my understanding of various subjects, providing a rich and comprehensive educational experience.
The quality of the faculty at IE University is exceptional. Many professors bring real-world experience to the classroom, making the learning process more practical and relevant. This approach not only enhances engagement with coursework but also ensures that students are well-prepared for their future careers. The accessibility of professors and their willingness to engage with students personally fosters a collaborative and supportive learning environment.
Practical learning is another significant advantage at IE University. The integration of real-world projects, internships, and case studies bridges the gap between theory and practice. This emphasis on hands-on experience equips students with practical skills and industry insights, making them more competitive in the job market.
IE University offers a wide range of programs across various fields of study, making it a versatile choice for both undergraduate and postgraduate students. This diversity ensures that individuals can find a program that aligns with their academic and career interests.
However, like any institution, IE University has its challenges. The cost of attending can be a major concern for some students, as tuition fees are relatively high. While scholarships and financial aid are available, not all students may qualify for them. This financial aspect is an important consideration, particularly for those with budget limitations.
The competitive nature of some courses and programs can create a high-pressure environment. While competition can be motivating for some, it may also lead to stress for others. Maintaining high academic standards can be demanding, and students should strive for a balance between excellence and well-being.
The workload can be quite challenging, especially for students undertaking double degrees or heavily involved in extracurricular activities. Effective time management is essential to manage academic demands while maintaining a healthy work-life balance.
In conclusion, I would recommend IE University to prospective students with specific considerations. If you value an international perspective, practical learning, and a diverse educational environment, IE University is an excellent choice. However, it's crucial to carefully weigh the tuition costs against the benefits and to be prepared for the competitive nature of some courses. Students should also be ready to handle a demanding workload. IE University has provided me with a rich and globally-focused education, equipping me for a career in an interconnected world. Ultimately, it's important to make an informed decision based on your educational and financial goals, along with a willingness to confront the challenges that may arise.
Rather Exciting
As a student at IE University, enrolled in the Business Administration program, I can confidently say that my experience at this institution has been overwhelmingly positive. IE University's innovative approach to education stands out as one of its most remarkable features. The interactive classes and focus on critical thinking, particularly through the use of case studies, have significantly enhanced my ability to apply theoretical knowledge to real-world business scenarios. Additionally, the global perspective at IE University, fostered by the diverse student body and international faculty, has broadened my understanding of global business practices, which is crucial in the field of Business Administration.
The university's strong industry connections have proven to be invaluable. These connections provide students with numerous internship opportunities and networking prospects, allowing us to gain practical experience and build professional relationships while still studying. Moreover, the comprehensive career support services offered by IE University, such as resume building, interview preparation, and job placement assistance, have been instrumental in preparing us for the job market.
On the flip side, it's important to mention that tuition costs at IE University can be relatively high, which may pose a financial challenge for some students, even though there are scholarships and financial aid options available. Additionally, the programs at IE University can be intensive, demanding a significant time commitment, which might not align with everyone's preferences.
In conclusion, I wholeheartedly recommend IE University to individuals considering a degree in Business Administration. The innovative teaching methods, global perspective, strong industry connections, and comprehensive career support make it an excellent choice for those aspiring to enter the world of business. However, prospective students should be aware of the financial considerations and be prepared for the intensive nature of the programs. If you're willing to invest in your education and are dedicated to your studies, IE University offers an exceptional and enriching educational experience in the field of Business Administration.
A Decent Experience
I've had the privilege of being a student at IE University, where I've been pursuing a degree in arts. My experience at IE University has been highly rewarding and unique. One of the aspects I appreciate the most is the university's strong emphasis on interdisciplinary learning. The opportunity to collaborate with students from diverse fields, including business, technology, and social sciences, has enriched my artistic endeavors. This cross-pollination of ideas has added depth and diversity to my creative work.
IE University's international perspective is another significant advantage. The institution's diverse student body and faculty from various corners of the world have broadened my artistic horizons and encouraged me to think more globally. In the field of arts, where cultural influences play a pivotal role, this global outlook has been invaluable.
The university also invests in modern resources and technology, providing students with access to cutting-edge software, creative tools, and state-of-the-art facilities. These resources have allowed me to explore new mediums and techniques, pushing the boundaries of my creativity.
Furthermore, IE University places a strong emphasis on practical experiences. This practical orientation has given me insights into the professional art world and how to navigate it effectively. Opportunities for internships and collaborations with art institutions have been instrumental in bridging the gap between academic learning and real-world application.
On the downside, tuition costs at IE University can be relatively high, which may pose a financial challenge for some prospective students. Additionally, the university's programs are quite intensive, demanding a substantial time commitment and strong time management skills.
In conclusion, I would wholeheartedly recommend IE University to students seeking an arts education with an interdisciplinary and global perspective. The institution's innovative resources, practical experiences, and international approach have significantly enriched my artistic journey. Nevertheless, it's crucial to consider the financial aspect and be prepared for the demanding nature of the programs. If you're willing to invest in your arts education and are committed to hard work, IE University offers a truly unique and rewarding artistic experience.
A Great Experience
As a student at IE University studying architecture, I have a unique perspective on the institution. Let me share my thoughts on this university:
Overall, my experience at IE University has been quite positive. The university's commitment to a holistic education, combined with its innovative approach to learning, has made my time here rewarding. Here are some key aspects I appreciate:
Interdisciplinary Approach: IE University places a strong emphasis on interdisciplinary learning. In the field of architecture, this means I've had the opportunity to collaborate with students from various backgrounds, such as engineering, business, and design. It's been enlightening to work on projects that integrate different disciplines, mirroring the real-world scenarios architects often find themselves in.
Faculty and Industry Connections: The professors at IE University are experienced professionals in their respective fields, and they bring a wealth of practical knowledge into the classroom. This has greatly enriched my architectural education. Additionally, the university's strong connections with industry professionals and firms provide students with valuable networking opportunities and potential internships.
Global Perspective: IE University's international approach to education is a significant advantage. I've had the chance to collaborate with students from all over the world, which has broadened my cultural awareness and global perspective. This is particularly important in architecture, as it's a field where global influences and trends play a significant role.
Innovation and Technology: The university's commitment to staying at the forefront of technological advancements is impressive. In architecture, this means access to cutting-edge software, tools, and resources, which have been instrumental in my academic and design work.
On the flip side, there are a few aspects that might not suit everyone:
Tuition Costs: IE University is a private institution, and as such, tuition can be on the higher side. This might be a challenge for some students, but there are scholarship opportunities and financial aid options available.
Intensive Programs: The university's programs are often quite intensive, requiring a significant time commitment. While this can be beneficial for learning, it can also be demanding, so time management skills are crucial.
In conclusion, I would certainly recommend IE University to those interested in studying architecture. Its unique approach to education, international perspective, and strong industry connections have enriched my architectural journey. Just keep in mind the financial considerations and be prepared to put in the effort, and you'll find a stimulating and rewarding academic experience at IE University.
A Global and Innovative Learning Experience
IE University is a dynamic and innovative institution that has gained recognition for its unique approach to education. There are several aspects that make it stand out, and while it may not be the perfect fit for everyone, it certainly has a lot to offer.
One of the notable strengths of IE University is its commitment to fostering a global perspective. The university attracts a diverse student body from all over the world, creating a rich multicultural environment. This diversity enriches the classroom experience and prepares students to thrive in an increasingly interconnected world. The emphasis on international exposure through study abroad programs, exchange partnerships, and a global network of alumni further enhances this global outlook.
IE University is also known for its focus on entrepreneurship and innovation. The institution places a strong emphasis on practical, real-world learning experiences that encourage students to develop an entrepreneurial mindset. This approach aligns well with the demands of the modern job market, where creativity and adaptability are highly valued.
Furthermore, IE University's faculty is often comprised of professionals with extensive industry experience, providing students with valuable insights and connections in their respective fields. The small class sizes enable more personalized attention, fostering a close-knit community and facilitating meaningful interactions between students and professors.
However, no university is without its drawbacks, and IE University is no exception. One potential downside is the cost of tuition, which can be relatively high compared to some public institutions. While scholarships and financial aid options are available, this cost may still be a barrier for some prospective students.
Another consideration is the intensity of the academic programs. IE University is known for its rigorous curriculum, and students often find themselves facing a demanding workload. While this can be an advantage for those who thrive in a challenging environment, it may not be suitable for individuals seeking a more relaxed college experience.
In conclusion, IE University is an excellent choice for students who are looking for a globally oriented, innovative, and academically rigorous education. Its emphasis on entrepreneurship, international exposure, and practical learning experiences can prepare students for success in a competitive job market. However, the high cost of tuition and the demanding nature of the programs should be carefully considered. Ultimately, whether IE University is the right fit depends on the individual's goals and preferences, but for those who are up to the challenge, it can be a rewarding and transformative educational experience.
The liquid learning method
I do like my program so much, since it gives me the possibility to develop my own personal skills while building a strong professional cv with plenty of extracurricular material. The amenities are extraordinary and the campus is super professional and convenient for networking!
The variety of courses
This university has provided me with the perfect university experience, complete with numerous resources that help students reach their goals. The beauty of this university is the variety of courses offered, and how the diverse nature of courses can prepare you for the real world.
High quality
The course has high-quality content, lessons, and educational materials. Everything is precise, concise, and well-explained so that this part can stay the same. It effectively provides full fundamental knowledge on the subject and suggests how to learn each concrete subtopic of digital marketing further. So, at the end of the course, I understood all the topics and substantially improved my skills in cooperation with marketing departments. The course also showed me approaches and tools to execute digital marketing so I can do the job myself.
As for improvements, it would be nice to work on the part dealing with tasks and developing individual projects. I felt like I needed more time for that. Doing homework and projects is essential for effective learning, but more time was required, harming the quality. Practice and individual projects should have more time and interactions between the students and the professor or learning facilitators. The course provided such opportunities for interaction, but doing the projects in a rush made it impossible to be prepared with questions for those meetings. Also, the more time students spend on practical tasks, the more they will remember. So, it would be great to extend the timing of the practice part.
