MSc in Marketing & Creativity MSc in Marke& Creativity

2014

3

P A R I S • L O N D O N • B E R L I N • M A D R I D • T O R I N O

Established in 1819, ESCP Europe is the world’s oldest business school and has educated generations of leaders and pioneering thinkers. With its five urban campuses in Paris, London, Berlin, Madrid and Torino, ESCP Europe’s true European identity enables the provision of a unique style of cross-cultural business education and a global perspective on international management issues.

ESCP Europe’s network of around 100 partner universities extends the School’s reach from European to worldwide. Triple-crown accredited (EQUIS, AMBA, AACSB), ESCP Europe welcomes 4,000 students and 5,000 executives from 90 different nations every year, offering them a wide range of general management and specialised programmes (Master, MBA, PhD and Executive Education).

The School’s alumni network counts 40,000 members of 200 nationalities from 150 countries. Together with its long-standing relationships with national and multinational companies, this network allows ESCP Europe to provide unique career opportunities on an international scale.

Through a combination of innovative pedagogy, cross-campus programmes with integrated curricula, and a research-active faculty, ESCP Europe is an essential contributor to the development of a European transnational management culture. The aspiration of ESCP Europe is the credo of Europe: to remain faithful to its humanistic values while at the same time anticipating the new ways of the world.

In its 2012 European business school

survey, the Financial Times ranked ESCP Europe 2nd in the UK and 10th in Europe.

These figures establish ESCP Europe as a key international, cross-border player with top positions in all five of our home countries.

This is great news for 2013, during which we celebrate our 40th anniversary as a multi-campus provider of business education.”Prof. Patrick GougeonUK DirectorESCP Europe

European Identity, Global PerspectiveThe World’s First Business School (est. 1819)

Prof. Dr. Edouard HussonDean of ESCP Europe

MSc IN MARKETING & CREATIVITYFIVE CAMPUSES IN EUROPE

PARIS The Paris campus is conveniently located in the centre of the city. It is the largest of ESCP Europe’s five locations, hosting the greatest number of students and faculty. The School’s outstanding reputation and close relationships with leading international companies maximise internship and career prospects for students. With extensive on-campus facilities and over 50 active student clubs and associations, a strong sense of school spirit and community prevails.

LONDON Located in West Hampstead in northwest London, this campus offers students state-of-the art facilities in a traditional Victorian building. The bright city lights and the business community are only a short tube ride away, while the fashionable area of West Hampstead offers a broad cultural experience away from hustle and bustle of inner-city life.

BERLIN The Berlin campus is located near one of the historical centrepieces of Berlin, The Charlottenburg Castle. Located in baroque gardens, this monument overlooks the School’s beautiful late 19th century building. There are events and conferences on the latest business issues hosted throughout the year. The Berlin campus is a staatlich anerkannte wissenschaftliche Hochschule with a dregree-awarding charter.

MADRID Located only a couple of metres away from the National Park del Prado, the Madrid campus is an ideal place for students to focus on their studies and professional development. The surrounding gardens and parks set the scene for the hard work and personal reflection necessary during the development of managerial competences.

TORINO The Torino campus is located in a beautiful building with modern facilities. Torino is the one of the main business centres of the Italian economy and home to architectural masterpieces. It is also one of the favourite student cities in Italy. The Torino campus has strong relationships with a number of Italian and international companies, which contribute to its governance.

The fact that the programme is conducted in two of the most cultured and creative cities in the world, London and Paris, added

to the allure of the degree as it allowed me to absorb and adapt to different cultures and ways of living. It was a great way to get to know my peers better as we worked, lived and explored the cities together, developing strong friendships that have lasted beyond the end of the programme.”Shivani Pathak, MMK alumna

5MSc in Marketing & Creativity4

• 5 campuses in Paris, London, Berlin, Madrid and Torino

• 100 academic alliances worldwide

• Triple accredited: EQUIS, AMBA, AACSB

• 4,000 students in degree programmes representing 90 different nationalities

• 5,000 high-level participants in customised training programmes

and executive education

• 127 research-active professors representing more than 20 nationalities

• 120 affiliate and visiting professors, and more than 700 practitioners and experts

• 40,000 active alumni in more than 150 countries worldwide

The World’s First Business School (est. 1819)

ESCP EUROPE AT A GLANCE IS THE MSc IN MARKETING & CREATIVITY RIGHT FOR YOU?

ESCP Europe enters Italy with a 5th campus in Torino.

The School opens its 4th campus in Madrid.

On 5th April, the concept of ESCP Europe as a multi-campus business school is born. The inauguration of campuses in Germany and the United Kingdom soon follow, landmarks of the School’s strong European Identity.

The World’s First Business School is established in Paris by a group of economic scholars and businessmen on 1st December. Even at its debut, ESCP Europe’s Global Perspective is well established, with one third of its students coming from an international background.

Our Students’ Profiles

Participants in the MSc in Marketing & Creativity share one common attribute: a real passion for marketing, prompting them to embrace creativity as a key personal development objective. Our students come to us with degrees from a range of disciplines, and some relevant

experience in marketing or a related area. Our students’ determination to develop as creative marketers and to immerse themselves in the learning experience is crucial to the programme’s continued success and serves as an important admission criterion.

Nationalities and Previous Backgrounds

Key Facts

A generalist postgraduate Marketing programme that places creativity at the centre of marketing practice

A ground-breaking programme that brings together creative minds in two of the world’s creative capitals, London and Paris, to teach a fresh approach to marketing

An 18-month, dual-campus programme in which you launch your future career with support from a network of creative professionals

An insightful programme based on decades of experience in teaching marketing at postgraduate level by a world-class faculty and selected industry practitioners

A state-of-the-art programme that reflects the most up-to-date thinking in marketing – we call it ‘Creativity Marketing’ – which allows you to run ahead of the curve in this fast-changing field

An truly international programme, taught in English, that brings together perspectives and experiences from around the world

A value-focused programme that lets you enhance your creative talents to develop outstanding skills and the mindset for a successful marketing career

A programme that gives access to unrivalled networking opportunities from ESCP Europe’s 40,000-strong alumni

The most rewarding yet challenging part of the programme was the group work, during which we collaborated with individuals from a range of nationalities and professional backgrounds to solve business challenges in a creative way. Sharing insights and learning about diverse approaches was a truly enriching experience.”Edilia Gänz, MMK student

0

5 10 15 20 25 30

Asia & Australia

Africa & Middle East

North & South America

Central & Eastern Europe

Other Western Europe

Italy

UK

Germany

France 19%

13%

7%

6%

18%

14%

10%

7%

6%0

47%

18%

10%

6%

6%

5%

3%

6%

10 20 30 40 50

Other

Law & Politics

Engineering / IT / Science

Languages / Literature

Economics

Humanities

Marketing & Communication

Management and Business

7MSc in Marketing & Creativity6

WHAT THE THE PROGRAMME DELIVERS AND HOW

Managing the Value of Creativity

Marketing today continues to evolve at an ever-faster pace. The whole landscape of marketing has been re-drawn by the development of digital channels and social networking. Consumers face never-ending choices in everything they buy, and the only way for brands to compete is by standing out and connecting more deeply with their customers.

By learning to unleash the value of creativity both in themselves and in those around them, our graduates excel in their subsequent dynamic careers. This ground-breaking programme offers all the elements of a high-level MSc in Marketing with an innovative approach which places creativity at its very centre.

Creativity is vital for a successful marketing career, no matter

what function or industry sector - it is not confined solely to the ‘creative industries’. Most other marketing programmes are strong on analysis, but the MMK stream, with its additional emphasis on creativity, produces highly differentiated graduates who can deliver operationally – fast.”Chris Halliburton Professor of MarketingESCP Europe

ESCP EuropeMSc in Marketing

& Creativity

Practicalcase-basedcurriculum

Marketingconsultancy

project

Marketing internshipand thesis

Marketing skillsand mindset

Corporate and creative industry

partnerships

Creativity and problem-solving

Focus on deliveringcustomer value

Dynamicinternationalperspective

Management skills for creativity

and performance

MSc IN MARKETING & CREATIVITY

CORE THEMES

Term Timing Location Modules Theme Hours

SEMESTER 1

1 Jan-March London

• Introduction to Creativity Marketing• The Art and Science of Creativity• Understanding the Marketplace• Branding and Brand Value• Sustainability Marketing• Creativity Workshops

K,CM,CK,CK,C

M,K,CM,K,C

243030301518

2 March-May London

• Consumers and Consumer Value• Creative Brand Analysis• Product Management and Marketing Planning • Creativity in Managing Business Relationships• Financial Skills for Marketers• Creative Industries Seminars

KM,CM,KMM

M,K,C

301224303012

SEMESTER 2

3 May-July London

• Integrated Marketing Communications• Digital Marketing and Social Media• Breakthrough Strategies, Business Analysis and Planning• Global Issues in Marketing• Managing Trends and Talents• Creative Industries Seminars

K,CK,CM

M,KM,K

M,K,C

303030241515

JULY: UGANDA TRIP (OPTIONAL)

4 September-October

PARIS

• Creative Industries Seminars• Innovation Marketing: from Creativity to Implementation• New Trends in Retailing• Capability Workshops• Company Consultancy Projects

M,K,CC

M,KM

M,K,C

121861270

SEMESTER 3

4 from November onwards

ANYWHERE• Individual Internships• Focus on managerial and marketing assignments

M,K,Cminimum 16 weeks

M = MANAGEMENT, K = MARKETING, C = CREATIVITY

Programme details are subject to confirmation and may change.

In just one year, I had the chance to live in three countries (including the Uganda trip), read more than 50 case studies, present 12 projects, and secure a good internship with Johnson & Johnson in Paris. It was a big stretch but also great fun, which made it absolutely worth it.Romy Mouzannar, MMK alumna

9MSc in Marketing & Creativity8

A definite focus on creativity and its value is what makes this programme stand out from the perspective of both students and employers upon graduation; creativity runs as a theme throughout all modules. Our unique Creativity Workshops help you develop and enhance your own creativity skills, while our Creative Industries Seminars and case studies bring you face-to-face with best practice across a number of industries.

The Art and Science of Creativity Marketers understand they need to apply a balance of inspirational thinking and logical analysis in order to solve the challenges before them. However, this creative aspect has often been neglected in the larger business environment.

This module introduces students to these two approaches. Having developed their skills in each, participants then move on to understanding how to combine them effectively in any given situation to get the best results. The module will provide practical skills and a creative management mindset, rather than simply a transfer of knowledge.

Branding and Brand Value Consumers choose brands for a combination of rational or functional reasons, but also to fulfil symbolic or emotional needs. In this sense, this module mirrors the ‘art + science’ thrust of the overall programme. The course considers branding definitions and frameworks, brands as creators of value, brand architecture, brand extensions and brand names, branding of services and intangibles, brand valuation, brand identity and equity, and practical examples of global and pan-European branding. The module enhances participants’ qualitative and judgement skills in evaluating an integrated branding communications strategy.

CREATIVITY Innovation Marketing:From Creativity to ImplementationThe course analyses how companies can stimulate their innovativeness and successfully develop and market their innovations. It discusses the key challenges and objectives related to innovation, and methods for handling innovative projects. We focus on the role of marketing through the innovation process, and analyse the interactions between marketing and other internal and external departments, including design, R&D, engineering, manufacturing and finance. The module also studies the extent to which companies of various sectors can be inspired by the methods and approaches

to innovation found in the creative industries.

Digital Marketing and Social MediaThe huge potential and challenges of digital marketing and social media are explored in detail in this module. Our emphasis is on a thorough understanding of the strategic considerations and steps needed to build an effective online presence in this constantly evolving field.

This includes a detailed review and best-practice analysis of each of the elements of the online toolkit, including search engine optimisation, paid search, email marketing and social media. The setting of objectives and performance metrics is discussed, as well as tracking and measurement techniques. Current cases are used extensively to allow students to develop an intuitive understanding of the unprecedented opportunities available to creative online marketers.

Creative Industries SeminarsThis series of sessions demonstrates Creativity Marketing in practice across a range of industries, both expected and unexpected. It is based upon the belief that creativity is not an exact science but is best developed through exposure and engagement with a wide spectrum of successful creative endeavours.

The seminars, led by professional experts, introduce students to examples of “creativity in action” across different fields through partner companies. Collaborators include leading creative organisations from fields such as fashion, design, architecture, the arts, media and advertising, as well as businesses of all kinds where creativity has proven to be a key success factor.

Integrated Marketing CommunicationsUnderstanding how to manage the various communication elements that create “the voice of the brand” is an important skill for marketers. This module immerses students in the techniques and tools of marketing communications, with a thorough exploration of the various channels available (including advertising, PR, sponsorship and relationship marketing) through both classical and digital channels. The strengths and applications of each are analysed and illustrated with examples of best practice.

There is a particular emphasis on the contribution of creativity and the key techniques needed to transform creative ideas into fully integrated communications campaigns at a local or international level.

The most appealing aspect of the MMK is that creativity is taught as something that can be harnessed and honed, regardless of whether you believe yourself to be very creative or not at all. Creativity becomes part of your daily

thinking process and students quickly learn how to apply creativity to everyday scenarios.” James Henry, MMK student

The programme explores all aspects of marketing and creativity in a harmonious and

inspiring teaching environment.” Adel Taalab, MMK alumnus

11MSc in Marketing & Creativity10

Introduction to Creativity MarketingThis module is designed to introduce the practice of Creativity Marketing and to integrate participants around a universal platform of marketing knowledge and skills. Using state-of-the-art best practice cases, Creativity Marketing redefines conventional wisdom by identifying areas of value and differentiation in all elements of the marketing mix and across strategic levers.

At the core of this module is an emphasis on the new and innovative ways that Marketers are using emerging tools to redefine the topic. Far beyond their marketing skills, students develop a new attitude to marketing practice, one that questions and challenges rather than accepts and conforms.

Consumers and Consumer ValueBased on the premise that value is defined by consumer experience, we investigate the behaviour of consumers as individuals, groups and communities. The increasing role of consumers in creating value is a particular focus of the module, and opportunities to enhance this trend are discussed. A considerable competitive advantage can be developed once consumers are understood to be in charge of the consumption and value creation process. This module will explore practical ways in which this perspective can be fostered.

Creative Brand AnalysisIn order to deliver successful Creativity Marketing, practitioners need to develop original and insightful ways to envisage their brands and the cultures that spring up around them.

This module uses a seminar format to assess cultural brands in both a creative and strategic way. Students first select a brand from the cultural universe (such as a famous chef, designer or film maker) and develop a creative representation of that brand using images, a short film and a chosen object.

The second stage of the module is more analytical and considers the three fundamental levels of understanding of a given brand - the underlying system of values, the narrative and the brand’s codes.

Understanding the MarketplaceSuccessful marketing relies on the identification and satisfaction of customers’ needs. To determine these needs and implement a creative and efficient marketing strategy, marketers need to gain a deep understanding of the marketplace, its customers, and its competitors.

This module aims to equip students with a critical mind-set, in addition to a toolbox of methods, which can be used to undertake and evaluate the outcome of research resources. Participants will be challenged to develop a mind-set that considers market research not just as a ‘one-off’ tool, but as a permanent discipline necessary to relate knowledge gained from the marketplace to the practice of marketing.

New Trends in Retailing The practice and function of retail distribution are in constant transformation. Retailing has developed as a crucial tool in the mission to build brand values and the overall customer experience, at the same time as providing access to the product itself.

This module will assess the newest approaches to retail marketing, including cultural, experiential and sensory perspectives. Participants will have the opportunity to visit innovative shopping centres in cities such as London and Paris, and learn how to decipher brand symbolism and cultural markers, compare practices and learn in depth about today’s creative approaches to retailing.

The Marketing modules equip you with all the essential skills and knowledge necessary for successful high-level practice in marketing across any type of organisation and sector, both consumer and B2B. Throughout the marketing modules, we adopt the perspective that value creation begins with, and is driven by, customer experience and benefits.

MARKETING

Global Issues in MarketingThis course goes more deeply into two aspects of global marketing.

Firstly, many brands that originated to serve very local markets (Paris bistros, Capital Radio, Real Madrid football club, etc.) have “gone global”. The module will look at which markets to enter, which strategy and business model to use, and how much local adaptation is needed. Secondly, many marketing programmes pay insufficient attention to sustainable development; in other words “Marketing, as if the world matters.” We look at how economic prosperity, environmental quality, social equity and ethics need to be reconciled by marketers in order to meet current customer needs without compromising the ability of future generations to meet their own needs.

The programme was heavily geared towards employability: the aim was to equip us with the

necessary tools to approach a marketing role in a holistic way. I graduated with an understanding of how fundamental marketing and creativity are to business and corporate strategy, and I was able to make a real contribution from day one.” Adrian Alder, MMK alumnus

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Financial Skills for Marketers This module provides essential elements of finance and accounting that will complement the students’ skills as proficient marketing managers. It is specifically designed for non-quantitative participants and uses cases from creative sectors. It covers some of the fundamental financial principles, as well as dealing with the financial management of intangible assets most often encountered in creative fields such as intellectual property, brand value and reputation.

Breakthrough Strategies, Business Analysis & Planning This module addresses the key question of how creative problem-solving and business planning can contribute to competitive advantage. Building upon the basic foundations of business strategy, it explores innovative business models and breakthrough strategies such as so-called ‘blue ocean’ strategies, value innovation through multiple business models and collaborative business networks.

The module provides a systematic approach to business planning, with students working in teams to apply the acquired skills to the development and presentation of a business plan for a client. Participants learn to address issues of marketing performance measurement, metrics and return on marketing investment.

Value Creation through Product ManagementAt the heart of every brand lies a product or service that delivers customer value. Effective approaches are needed to manage those products and services in ways which faithfully deliver the full promise of the brand and its values.

This course will demonstrate how to apply creative as well as analytical decision-making to the task of supervising a product portfolio; from the day-to-day management and control of product offerings to the cross-functional mind-set required to integrate marketing with production, operations, finance and sales. Participants will gain valuable insights into the creative, strategic, financial and knowledge-seeking skills required to maximise brand value through aligned and imaginative product delivery.

Leveraging the full benefit of creative thinking in the practice of marketing requires a perceptive understanding of what makes creativity and creative thinkers different. The management modules offered will help you to develop a full range of valuable management skills and practices, delivering performance and results as well as the ability to identify and harness the creative talent in an organisation.

MANAGEMENT

Capability WorkshopsAs participants near the end of the taught section of the programme, a series of elective workshops in the final term will refresh and introduce key skills and capabilities that students will find useful both in moving to the next stage (their Company Internships), and also in their subsequent professional careers. Workshops and advice sessions cover topics such as Research, Entrepreneurship, Innovation and Sponsorship. Students can choose the topics that best match the particular requirements of the sector or job function that they are pursuing.

Managing Trends and TalentsSuccessful marketers need to unlock the hidden value that can be brought to business by mastering not only the quantifiable, but also the intangible and intuitive. This is an often underutilised source of competitive advantage in a marketplace marked by proliferation; real success comes from marrying insightful creativity, flawless analysis and effective implementation.

This module covers the skills required to spot the most appropriate trends and deal with the uncertainty of change; how to drive major transformation in a marketing organisation; and how to engage and focus the skills of creative people. Change can be a strong stimulant of creativity, but its decisive management is key to eventual success.

Strategy today needs creative minds that can shake up an organisation and

transform its business model. MMK students tick most boxes here when they leave the School. They stand out with their unique entrepreneurial mindset, their ability to think laterally and challenge existing dogmas, and their creativity in coming up with innovative solutions to business challenges.”Jerome Couturier, Professor of StrategyESCP Europe

13MSc in Marketing & Creativity

Creativity in Managing Business RelationshipsThe competitive nature of creative industries makes successful ‘pitches’ crucial for business success.

In this module, participants are introduced to business-to-business concepts; shown creative ways to manage projects and relationships; and provided with a range of negotiation skills relevant to both the client and supplier sides of the relationship.

Students learn how to make sense of the client’s decision-making structure and how to analyse the buying situation. The principles of consultative selling are covered, along with techniques to interpret and handle a client’s perceived uncertainty, an area of particular importance with creative projects. Finally, the module considers how to maintain business relationships over multiple project cycles.

15MSc in Marketing & Creativity14

This is Africa We step off the plane next to beautiful Lake Victoria. On our first day, our local partners invite us to a dazzling display of traditional dancing and singing.

Day 1

Let the work begin We begin our first day at Kawempe Home Care (KHC) by setting up our office, deciding our agenda for the week, and getting to know the community.

Day 2

The first brainstormingWe carry out a thorough analysis of the challenges of the mushroom farming process, and realise that more market research is needed to get the full picture.

Day 3

A day in the life Today we visit mushroom growers at work in their homes, and quickly learn how the quality of seeds and water sources are crucial for success.

Day 4

More field research A rewarding insight into Uganda’s food culture, as some of us visit the local markets while others learn about mushroom growing from a trainee’s point of view.

Day 5

Wrapping up first week impressions Time to report our findings about the supply, distribution and promotion of mushrooms, meet potential customers and work on an organisation structure

Day 6

The last dayA chance to relax by beautiful Lake Victoria before our flight home, with memories of a country and its people

that will always stay in our hearts.

Day 14

Time to celebrate We join KHC’s 5th birthday party, an amazing day of joyous

dancing, delicious food and countless stories of how the Centre has changed people’s lives for the better.

Day 13

Day 12

3rd Workshop: Branding Today we present our recommended brand name

to identify the project and the support it gives to the community: Mushrooms for Life.

Day 11

2nd Workshop: Research While some of the group review our market research findings, others join KHC clinicians on home visits to

patients and their families – a heart-warming experience.

Day 10

1st Workshop: The GrowersWe propose a road map to KHC for motivating their

partners and building loyalty to support the planned growth from 14 to 300 clients.

Day 9

Weekend SafariEquipped with water rations and insect nets, we travel to Uganda’s largest natural park to be rewarded with sights

of hippos, crocodiles, giraffes and more. D

ay 7 & 8

Students on the MMK programme learn more than just theory and best practice cases: they also tap into their own creative resources as marketers. The Sustainability Marketing module focuses on the practice of using innovation to harness limited resources.

By integrating this with our annual charity trip to Uganda, we offer MMK students the chance to create value in an ethical and sustainable way by sharing their marketing competence and entrepreneurial skills with a community under development. Here are extracts from last year’s diary:

SUSTAINABILITY MARKETING The star moment of my MMK experience was going to Uganda and organising my own fashion show beforehand to fundraise money. The MMK made me believe that you get back tenfold what you put into a project - and everything

extra I did was a life lesson.”Ramona Tudesco, MMK alumna

Final presentation The big day arrives as we deliver our final recommendations on

targeting and brand identity to an enthusiastic KHC audience who vote on the final logo.

17MSc in Marketing & Creativity16

The MMK provides an excellent connection to the world of marketing, and a solid foundation for an international professional career across a wide range of creative and marketing industries and positions.

COMPANY CONSULTANCY PROJECT

Our MissionMarketers need creativity, alongside rigorous analysis, to leverage the opportunities and meet the challenges that result from volatile contexts, markets redefined by interactive and mobile technologies, and the ever increasing expectations of diversified stakeholders for transparency and engagement.

This is why ESCP Europe launched its Creativity Marketing Centre.

The mission of the Creativity Marketing Centre (CMC) is to be a hub for thought-leadership and knowledge exchange on the role of creativity in marketing. The Centre brings together academics, marketing practitioners and experts from all sectors, eager to participate in harnessing creativity to rethink the rules of the game in marketing. The Centre engages in cutting-edge academic research on creativity and its role in strategic thinking and marketing.

About the Creativity Marketing CentreThe Centre engages in both academic and applied research on creativity and marketing, and in sharing this research with other groups and organisations interested in similar issues. The Centre’s website offers a platform on which to publish research and to share ideas, theory and practices on creative approaches to marketing. Informal, timely and interactive exchange is encouraged through the blog which brings together the diverse voices of marketing academics, researchers in related disciplines and students, as well as those of marketers, consultants and other practitioners. We seek to promote an active debate around a fresh approach to marketing.

In addition to our current academic research, our ongoing projects include consultancy assignments for corporate and charity partners, Executive Education programmes and best practice case studies, all highlighting the important role of creativity in marketing strategy and practice. Our regular events offer opportunities for interested academics and practitioners to exchange views on current issues in marketing, such as the evolution of marketing as a function and an academic discipline, the role of creativity in the marketing organisation, how to foster it, how to include the balance between creativity and analysis, and more.

The CMC’s activities

• Ongoing academic and applied research, including publications in top-ranked international peer reviewed journals

• Conferences and workshops

• Blogging and other communication vehicles on the CMC website.

• The Master and Executive Master in Marketing and Creativity at ESCP Europe

The Company Consultancy Project (CCP) is a key and integrated element of the MMK programme, designed to provide students with a collaborative learning experience and demonstrate in a real-world application the concepts and tools studied during the programme. Students form multinational teams to carry out a six-week, in-depth analysis of a marketing situation or issue faced by a company. In particular, teams are expected to apply creative approaches to solve complex marketing problems.

This gives students the valuable opportunity to work at a professional level with a third-party company or start-up introduced by the School from amongst its diverse range of Corporate Partners. A professor from ESCP Europe supervises the project to offer relevant advice and to ensure that the academic requirements are met.

The CCP results in a series of recommendations that the company can implement to meet the strategic challenge at hand. The company sponsor receives a comprehensive written report and the conclusions of the project are presented to an academic jury.

Previous topics for Company Consultancy Projects have included:

• Ground-based creation of a marketing programme for a company start-up

• Review of global opportunities for an established FMCG product line

• Design and implementation of a cross-channel communications strategy

• Study into the impact of digital channels and social media on brand behaviour

• Development of consumer segmentation and a set of personas for a global luxury product

• Mapping of a leading online brand community and the value of its content, influence patterns and customer engagement

• Formulation of a communications campaign to launch new apps for a major TV broadcaster

The company project in Paris was an intensive experience; however, I liked the project from

the first moment. My team had the task of creating a social marketing plan for a German shoe company that is expanding its online presence. We worked hard, but the results were rewarding: the company already started using our recommendations in their current marketing plan.”Elena Lavezzi, MMK student

Find out more about the CMC: www.creativitymarketing.org

19MSc in Marketing & Creativity18

ESCP EUROPE FACULTY

127 professors make up the ESCP Europe full-time faculty. The School also has more than 80 affiliate faculty members, and each year welcomes more than 40 visiting professors from leading universities around the world. The multicultural and international dimensions of the School’s programmes are consistently recognised by national and global rankings, in which ESCP Europe is regularly placed in top positions.

CHRIS HALLIBURTONChris Halliburton is Professor of International Marketing and former UK Director of ESCP Europe Business School. Educated at Durham University, LSE and London Business School, he has also lectured at LBS and Cass Business School. He is the author of numerous publications on branding and international marketing. He is a Fellow of the Marketing Society and has over twenty-five years’ experience of marketing consultancy for PwC, Unilever, Caterpillar, Xerox, IBM, BT, Capgemini, Alliance Boots and many others, including working at Board level. His overseas experience includes work in Europe, Africa, the Americas and the Far East.

BENJAMIN G. VOYER Benjamin Voyer received a PhD in Social Psychology from the London School of Economics, and followed doctoral courses in marketing at HEC Paris and the London Business School. He is also a Visiting Fellow at the London School of Economics, a chartered psychologist (CPsychol) and chartered scientist (CSci) in the UK. Dr Voyer’s research focuses on self-perception and the way it affects consumption and behaviours in organisations. Beyond academic research, he also collaborates with the media (TV, radio, press) as a scientific consultant (BBC 2, BBC Radio 4, Financial Times). He has worked as a marketing practitioner in different industries, including FMCG, banks, and public institutions, and remains a freelance consultant in marketing.

DELPHINE MANCEAUDelphine Manceau, PhD, is the Dean of Executive Education & Company Relations at ESCP Europe. As a marketing and innovation specialist, she has published several books on these topics and is the co-author of the French edition of Marketing Management with P. Kotler & K. Keller (14th edition in 2012, Pearson Education). In 2009, she wrote a report for the French Minister of Economics on the innovative capacities of French and European companies, entitled A New Approach to Innovation, with P. Morand. She then founded i7, the Institute of Innovation and Competitiveness, an academic think tank on innovation. She has published many papers in academic journals such as the International Journal of Research in Marketing, Creativity and Innovation Management. Delphine graduated from ESCP Europe. After her PhD from HEC Paris, she did a post-doc at Wharton as senior research fellow.

FRANK JACOBFrank Jacob earned his doctorate in 1994 with a dissertation on product customisation in the industrial sector, and continued his academic career with a Habilitation (post-doctoral qualification to supervise research). He completed his Habilitation in 2001 with research on industrial business relationships. In the academic year 1997/1998 he reinforced his international orientation as a visiting professor at the University of Western Sydney in Australia. Professor Jacob has held the position of professor of Marketing at ESCP Europe’s Berlin campus since January 2002. He has extensive teaching experience in marketing at both undergraduate and postgraduate level. He is also involved in continuing education and consulting.

MINAS KASTANAKISMinas holds a PhD in Marketing from Cass Business School, City University. He started his career with L’Oréal, in sales and later marketing positions. His experience includes luxury products, FMCGs, real estate investments, telecoms, banking and venture capital projects. His research interests include the role of the self-concept, motives, consumer values and personality traits as determinants of consumption and predictors of behaviour; luxury products; marketing models; branding; new business and product development. He has published in top academic journals and has received several best paper awards for his research. In addition, he regularly appears in the business press (The Times, etc.).

MARIE TAILLARD Academic Director, MMKMarie Taillard has an MBA from Columbia Business School and a PhD from the University of London. She specialises in marketing management and consumer behaviour, in particular the communications between consumers and firms and amongst consumers, and how the internet has transformed these relationships. She also conducts research in change management. Dr. Taillard is French and American. Her extensive professional background is in travel marketing, for American Express, Club Med, Accor Hotels and others. As a professor since 2007, she teaches in several postgraduate and executive programmes. She launched the Master in Marketing and Creativity and is the Director of the Creativity Marketing Centre, as well as an elected member of ESCP Europe’s Teaching Committee.

PETER STEPHENSON-WRIGHT Programme Director, MMKAffiliate Professor at ESCP Europe and MMK Programme Director, Peter Stephenson-Wright has previously held senior management positions at several leading international communications agencies, including Ogilvy, Y&R, Grey and Saatchi & Saatchi in London, Paris, Barcelona and Frankfurt. His extensive client experience includes Sony, Procter & Gamble, AB InBev and the European Parliament, as well as many of the largest global automotive brands. His professional interests include the application of creativity in a business environment, and the development of new techniques for integrating messages across channels and borders.

ROBERTO BERARDIRoberto Berardi has been an Affiliate Professor of Marketing at ESCP Europe’s Torino campus since early 2006. He worked as Product Manager for Scottex Casa, a firm specialising in the manufacture of kitchen towels which literally created the category in Italy. He held the position of Sales Director at Scott Italy until he became Managing Director of Scott Spain and, later, Italy. After Kimberly Clark acquired Scott, he was promoted to the position of Vice President for Southern Europe, then President for the entire European Family Care Business. This job included strategy and investment decisions for Europe, Marketing, R&D, Planning, Production (14 factories and 4,500 staff) and the management of a $1.5bn turnover. He is currently Chairman of the European Tissue Symposium, and the Association of the European Tissue Producers which includes all the major European tissue companies.

21MSc in Marketing & Creativity20

CAREERS SERVICE

Securing a job or internship after university is becoming ever more competitive. Recruitment processes are constantly evolving, focusing less on technical knowledge and increasingly on assessing the applicant’s ability to work in a team, their analytical thinking, organisational skills or leadership potential.

In addition to this, applicants are increasingly required to demonstrate ‘soft skills’ - gained through previous work experience, extra-curricular activities and achievements - alongside academic achievements.

It is essential that students have the opportunity to practice recruitment processes in anticipation of the real thing. Throughout their time with the School, students receive the support of our specialised Careers Office, which offers a full range of services and career-focused events:

• CV, covering letter and application checks

• Mock assessment centre and interview practice

• One-to-one careers advice sessions

• Company presentations and networking events

• Annual careers fair

Company InternshipsAt the heart of the MMK programme is the required minimum 16-week internship, during which students work in a management training role within a client company. Students begin their search in Semester 2, developing job-seeking skills with the professional support of specialists in the Careers Office and the Alumni Association. Exposure to real-life business culture both challenges and strengthens the skills and knowledge acquired in the MMK curriculum, and solidifies the student’s profile as a successful international marketer.

Students enrolled in the MMK have performed their internships at companies such as:

AppleBMWCoca-ColaDanoneeBAYEstée LauderHiltonJohnson & JohnsonLandorLVMH DiorL’OréalMicrosoft

Max MaraNBS UniversalNintendoOrangeReckitt BenckiserSamsungSotheby’sThe Paris OperaTchiboUnileverWempe

The London campus careers team gives you all the confidence you need to go out and find

a job! The alumni network has also been very useful – it is very powerful and members are very willing to help current students.” Marc Mourou, MMK alumnus

JOINING A DYNAMIC STUDENT & ALUMNI COMMUNITY

A strong sense of school spirit and community is a defining characteristic of ESCP Europe.Involvement in extra-curricular activities and student associations is strongly encouraged; we consider it an essential part of personal well-being and professional development.

Alumni Association Boosting 40,000 graduates in more than 150 countries, the alumni network plays an important role in promoting the school, whilst also maintaining a commitment to building strong ties and a sense of community amongst all ESCP Europe graduates.

The purpose of the Alumni Association is to unite and organise this community and provide life-long professional and personal development. With 700 delegate alumni representatives and 13 full-time staff, it assists students throughout their studies and into their first job.

The Association offers the following services:

• An Alumni mentor for each student during his/her studies

• Career development workshops

• Over 30,000 job offers each year

• A directory available online and in paper form

• Groups organised by geographic area which host events and conferences on industry-specific issues

The ESCP Europe Regatta: Students and Alumni Sail Together The ESCP Europe Regatta symbolises what ESCP Europe is all about. Once a year, students from all five campuses, as well as members of staff, faculty and alumni gather in Italy for a weekend at sea. The Regatta has become a landmark in the School’s sporting, networking and social calendar. In 2013, around 600 participants sailed together, manning 48 yachts around Ischia, Italy.

The London Campus Annual Gala Each year, the students, staff, faculty, alumni and friends of ESCP Europe come together in London to celebrate the School’s achievements. The Annual Gala takes place at a different location each year, with guests enjoying champagne reception by a three-course meal, music provided by talented ESCP  Europe students, a charity prize draw, and a party that continues all night.

The big jackpot of the School remains its network and careers service. After the end of

our classes, more than 50 internship offers from various companies were posted online every day, which increased our chances of securing a job directly after the course!”Romy Mouzannar, MMK alumna

23MSc in Marketing & Creativity22

JOINING THE PROGRAMME

Admission Requirements

• Bachelor degree in any discipline (a Master 1 is required for French students).

• A minimum of 18 months of relevant professional work experience (can also include internships, voluntary work and part-time jobs) in a customer-related activity such as sales, marketing, retail, service or creative industries.

• Two references (submitted via our online application system): one academic or professional, and one from a current or previous employer.

• English language certificate acquired during the previous two years. This applies for non-native speakers who have not studied their degree in English. We require the following minimum scores on the tests: TOEFL written test: 600; TOEFL IBT: 100; TOEFL computer-based:250; IELTS: 7. Candidates without language qualification certificates can be tested at our campus on the same day as the interview.

Admission Deadlines Admission sessions operate with rolling deadlines between April and November for the January 2014 intake.*

Admission Procedure

Step 1 Apply online

The following supporting documents must be submitted with the online application:

• A recent CV

• Two references and photocopy of your passport / ID

• Copies of your degree certificate and transcripts

Step 2Interview

Candidates whose application has been successful will be invited to attend the second stage of the process, comprised of a 30-minute personal interview and assessment tests. During this, the candidate must convince the selection committee of his/her abilities and motivation.

Step 3Final decision

The Admission Comittee will review your application in full, make a final decision and notify you of the result.

For more information, please contact:

Anna BorsarelliEmail: mmklondon@escpeurope.euTelephone: +44 20 7443 8873www.escpeurope.eu/mmk i

Application Deadline 4 April 13 May 17 June 12 August 16 September 21 October 18 November

Admission Tests 25/26 April 30/31 May 8/9 July 5/6 September 10/11 October 7/8 November 2/3 December

*Please note that these dates are subject to change. Please visit escpeurope.eu/mmk/whentoapply for updates.

Fees and ScholarshipsTuition fees are set at £17,500 for the 2014/2015 academic year, payable in two instalments. The same fees apply to both EU and non-EU citizens.

All candidates are required to pay a non-refundable application fee of £130 via Paypal. Applications are considered complete and submitted only when this fee has been paid.

Partial scholarships are available on the basis of financial need and/or merit. Check the website for application deadlines: escpeurope.eu/mmk/scholarships

WHERE ARE MMK ALUMNI NOW?

As an employer, I’m really happy to see programmes such as the MMK that bring together – at last! – strategy and creativity. I would definitely be interested in recruiting graduates from your MSc in Marketing & Creativity.”

Luc Speisser – President at Landor Associates, Paris

The employment record of MMK graduates is enviable. It is a reflection of the focus that has gone into the design of the curriculum with the support of the programme’s Corporate Advisory Board, drawn from leading industry figures.

Recent alumni have taken positions at some of the world’s most prominent marketing and creative companies, including:

AEW Europe

Amazon

Amoo VC

Apple

BAT

BMW Mini

Robert Bosch

Bouygues

C&A

Danone

Electronic Arts

Ernst & Young

Euro RSCG

FAZ

G2 Worldwide

Google

Hilton

Johnson & Johnson

Landor

LVMH Dior

Estée Lauder

Max Mara

Martini

Net a Porter

New Look

L’Occitane

L’Oréal

PA Consulting

Pernod Ricard

Peugeot Citroën

Procter & Gamble

Reckitt Benckiser

Saatchi & Saatchi

Scholz & Friends

SelectNY

TBWA

Tchibo

Unilever

Van Cleef & Arpels

Louis Vuitton

VW Group

Y&R

PrMSc IN MARKETING & CREATIVITY

ESCP Europe supports sustainable development.

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