Seven meetings to decide, from the top, how your company competes in the digital era..

For senior leaders driving digital transformation

Business owners and senior executives responsible for leading their company’s digital transformation

ideAD ’27 edition
Starts 12 March 2027 in Seville

7 meetings · March–July 2027 · Thursday and Friday · Seville, Malaga and Madrid

Business Innovation and Digital Transformation for Senior Management (ideAD)

The challenge of the digital revolution: competing against new disruptive players, on a journey of no return for companies, with a leading role that only senior management can play. ideAD trains that role.

months: March to July 2027

Thursday-and-Friday meetings

cities: Seville, Malaga and Madrid

participants

ideAD Participant Profile

Who is the program for?

ideAD is not a program for the technology team: it is for the person who signs off on strategy. In the room, business owners and chief executives with the same problem as you — and no technical excuse to hide behind.

Business Owners, Chairs and Board Members

Your company is performing well — and that is precisely why you hesitate. You know that the cost of standing still will be paid through your own P&L, not your technology provider’s.

→ Ownership, chairmanship or board seat

→ Established company facing new digital players

→ Personally decides the investment agenda

Managing Directors

You compete against players that did not exist five years ago. You need a plan, not a demo.

→ First executive line

→ Sector disrupted by new entrants

→ Answers for results to owners or the board

Senior Management Team Members

You are not here to code. You are here to understand data, customers and operations well enough to lead the people who do.

→ Executive committee

→ Business background, not technical

→ Must avoid the gap with employees and customers

What will you achieve in your business?

ideAD is not a course on technologies, not even applied technologies. It is a program about leading change: organization, innovation and digital transformation.

An Action Plan, Not a Theory

The program ends with an action plan tailored to your organization: what to change in your customer relationships, operations and business model. Strategic reflection with a date for execution.

See How Others Are Doing It

Live cases and dialogue with senior executives who are carrying out their digital transformation right now. In many sessions, the discussion ends with the real protagonist in the room answering questions.

A Support Network for Change

Direct access to the network of companies and executives already on this journey: you make the changes alongside people who made the mistakes before you. And when you finish, San Telmo’s alumni network — more than 15,000 active executives — is still there.

Methodology

Practical Learning Methodology

Cases, dialogues with senior management and workshops. Three methods that reinforce one another.

«First you debate the case. Then the executive who lived it walks through the door, and you ask them why they did what they did.»

Cases from the Spanish business context are written by San Telmo faculty; international cases are written by professors from Harvard, IMD, INSEAD and IESE.

The opening session is on 12 March 2027 in Seville. The fastest way to find out whether this is for you is to experience a session.

The case: expert-guided debates

Real situations written by San Telmo faculty and by professors from Harvard, IMD, INSEAD and IESE. You prepare them, debate them, decide.

Dialogues with senior management

Expert keynote speakers on emerging trends and live cases with senior executives who explain how they are carrying out their digital transformation. No sales pitch.

Workshops

Key concepts brought into practice: how they are implemented in your own organization, not in a hypothetical company.

The action plan

Everything converges in a plan tailored to your company. The program does not end with reflection; it ends with an agenda for action.

Curriculum

Content and Learning Modules

The program covers the four pillars of transformation — understanding the digital context, a new customer relationship, reinventing the value chain and the business model as a growth driver — in three layers: understand, reinvent, lead.

Read the context before changing anything.

The case with its protagonist

In many cases, the debate is followed by direct dialogue with the business owner or executive who experienced the situation.

Value chain and business model.

Three cities

Seville, Malaga and Madrid. From 12 March (opening session, Seville) to 1–2 July 2027 (closing session, Seville), in two-day meetings.

The cultural change that underpins everything above.

Attendance required

The program requires presence and commitment: direct interaction, teamwork and a consistent learning routine. There is no easy version.

Seidor Chair

Supported by the Seidor Chair in Digital Agenda for Senior Management

The ideAD Program is supported by the Seidor Chair in Digital Agenda for Senior Management, whose mission is to provide senior executives with the guidance they need to lead digital transformation decisively, improve competitiveness and advance towards business excellence.

The Chair gives ideAD participants access to its Permanent Support Office: a personalized advisory service that helps you make progress on real digital-transformation challenges in your business, with guidance from the companies taking part in the initiative.

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The Impact

What usually happens after completing ideAD.

Data source [pending]

Editions and participants

How many people have already taken this program [pending]

Plans executed

% of participants who put their digital transformation plan into action [pending]

Participant rating

NPS or average rating [pending]

+ 0 k

Executives in the alumni network

The school’s network, which you join when you finish.

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Frequently Asked Questions

Complete the form to contact the Program team directly.

Is it compatible with my schedule?

Yes. ideAD is designed for business owners and senior executives with demanding professional lives. The program consists of concentrated on-campus sessions with a highly practical methodology, so you can combine it with your responsibilities and apply what you learn in your company between sessions.

Do I need a technical background?

No. ideAD is not a program for technology specialists or a course on digital tools. It is aimed at executives who want to understand how digital transformation affects strategy, the business model, customer relationships and operations. The focus is on developing a digital mindset that enables you to lead change from the top, whatever your technical background.

How much does it cost?

The standard program fee is €14,000. Special conditions apply for San Telmo Business School alumni (€12,750) and for members of the San Telmo Association (€12,500).

Where is it delivered?

ideAD follows a travelling format that lets you discover different business and innovation ecosystems. Sessions are held in Seville, Malaga and Madrid, also encouraging contact with leading companies, executives and experiences in each location.