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MSc in Marketing & Creativity
Table of
contents
ESCP Quick Facts 4
6 Urban Campuses 5
Rankings & Accreditations 6
ESCP: It All Starts Here 7
A Diverse International Faculty 8
Research at ESCP 10
Creativity Marketing Centre 11
MSc in Marketing & Creativity
The MSc in Marketing & Creativity 13
Student Testimonials 14
Class Profile 16
Study Locations 18
Curriculum Overview 20
Course Details 24
Company Consultancy Project 34
Professional Thesis 35
Professional Experience 36
Careers Service 37
Career Progression 38
Student Life & Associations 40
Admissions & Practical Information 42
Fees & Scholarships 44
Alumni Association & Alumni Network 46
ESCP - MSc in Marketing & Creativity 3
ESCP
Quick Facts
6
ESCP campuses in
Over 170
research-active professors
Berlin, London, Madrid, representing over
Paris, Turin and Warsaw 33 nationalities
The World’s
1st
Business School (est. 1819)
portfolio
A full
Bachelor, Masters,
140
MBAs, PhDs and
Executive Education
Over
academic alliances
68,000+
in Europe and the World
in 47 countries
7,800+
active alumni in
over 150 countries
worldwide
students in degree
programmes representing
122 5,000
high-level participants
nationalities
in customised trainings
Multi-
and executive education
accredited:
AACSB, EQUIS, EFMD MBA,
EFMD EMBA, 5 European Higher
Ed Standards
6 Urban
Campuses
BERLIN
The Berlin campus is situated in the western
part of the city centre, near the Charlottenburg
Palace and its splendid gardens. Berlin is
a fast-growing city characterised by a rich
multifaceted economic structure and culture.
LONDON
Located in West Hampstead in northwest
London, this campus offers students state-
of-the-art facilities in a traditional Victorian
building.
MADRID
Located only a couple of metres away from the
National Park of Monte de El Pardo, the Madrid
campus is an ideal place for students to focus
on their professional development.
PARIS
République & Montparnasse
The Paris sites are conveniently located in the
centre of the city. They enjoy easy access to all
of the capital’s major business districts.
TURIN
The Turin campus is located in a beautiful
building with modern facilities. Turin is one
of the main business centres of the Italian
economy and home to many architectural
masterpieces.
WARSAW
Our campus is based at Kozminski University,
located in Warsaw’s northeast district of Praga
Północ. It is one of the city’s most historic
neighbourhoods.
ESCP - MSc in Marketing & Creativity 5
ESCP
2020 Rankings &
Accreditations
Worldwide Financial
Times
#2
Master
in Finance
#5
Master in
Marketing (QS)
#6
Master in
Management
#7
Executive
MBA
#8
European
Business
Schools
ESCP benefits from the best international accreditations.
Our European campuses enjoy national recognition.
5 European Higher Ed
accreditations
ESCP Prof. Daniela Lup
It all starts here Academic Director
MSc in Marketing &
Creativity
In a world shaped by the economy, reorienting how
this world evolves has become a duty of the sphere
Our specialisation is unique in its
of business.
focus on the interface between
It’s by giving meaning to business that we will be able creativity and analytical thinking
to nurture society in a positive and sustainable way. in marketing management. How
As a business school training leaders and creativity and analytics reinforce
entrepreneurs for more than 200 years, our role is each other and lead to smarter
central in teaching how to better anticipate change, decision-making is really what it’s
and make decisions. all about in marketing today.
Because, in life as in business, everything starts with Marketers today are having to
choices. evolve at an ever-faster pace. The
It is by making such choices that ESCP Business whole landscape of marketing has
School upholds its values, its unique management been redrawn by the development
style and its unique point of view on the world. of digital channels and social
networking. Consumers face
The era of responsible, augmented and collaborative never-ending choices in everything
leadership has arrived: a leadership aware of global they buy, and the only way for
issues, sustained by our values rooted in European businesses to compete is by
humanism, our unrivalled worldwide diversity and standing out and connecting more
multiculturalism. deeply with their customers.
Joining the international ESCP community is beyond
Both established marketers and
embracing academic excellence; it is about learning
newcomers to the discipline need to
how to make enlightened choices to be ready to meet
put creativity at the centre of their
the great challenges of our times with optimism. practice and combine marketing
Yes, with optimism: because, like ESCP’s founding knowledge with advanced
fathers in 1819, we believe in progress. management and analytical skills.
The MSc in Marketing & Creativity
We constantly explore new knowledge territories targets these four core themes
from sciences to humanities, allowing our graduates in a truly cross-cultural context –
to reach a new level of insight and to engage with Creativity, Marketing, Management
intelligence and responsibility. and Analytics.
For a successful career with a positive footprint,
The MSc in Marketing & Creativity
choose ESCP Business School.
takes a fresh and hands-on
It all starts here. approach to these topics by going
beyond textbooks to incorporate
workshops, consultancy projects,
creativity sessions, case studies,
class discussions, guest seminars
Prof. Frank Bournois and internships into the curriculum.
Executive President & Throughout the programme,
Dean of ESCP participants immediately apply their
new learning to real-life companies
and assignments. It’s an approach
we describe as “Not By The Book”.
Prof. Léon Laulusa
EVP, Dean for Academic and
International Affairs
ESCP - MSc in Marketing & Creativity 7
A diverse international Faculty
The ESCP Faculty endeavours to inspire students and help
them take their first step towards an ambitious and exciting
international career in today’s diverse, multicultural business
world.
Prof. Marie Taillard Prof. Daniela Lup
L’Oréal Professor of Creativity Academic Director
Marketing Associate Professor of
Management
“I have an MBA from Columbia Business
School and a PhD from the University
of London. I specialise in marketing “I have an MBA and PhD from the University
management and consumer behaviour, in of Chicago Booth Business School, and I
particular the communications between specialise in organisational behaviour and
consumers and firms and amongst decision making. I have been researching,
consumers, and how the internet has teaching and consulting in areas related to
transformed these relationships. I also organisational change, negotiations, diversity
conduct research in change management. and inclusion, teams and team creativity,
I am French and American. My extensive prosocial behaviour and ethics. My pre-PhD
professional background is in travel professional experience has been primarily
marketing, for American Express, Club Med, with international organisations and think
Accor Hotels and others. Since 2007, I have tanks in the areas of education and micro-
been teaching for several postgraduate financing.”
and executive programmes. I launched the
MSc in Marketing & Creativity and I am the
Director of the Creativity Marketing Centre, as
well as an elected member of ESCP Europe’s
Teaching Committee."
Prof. Peter Stephenson-Wright Prof. Hsin-Hsuan Meg Lee
Affiliate Professor of Marketing Associate Professor of Marketing
“I previously held senior management “Before joining the School in 2015, I worked
positions at several leading international as a marketing lecturer at Amsterdam
communications agencies, including Business School and Amsterdam University
Ogilvy, Y&R, Grey and Saatchi & Saatchi in of Applied Sciences. I obtained my doctoral
London, Paris, Barcelona and Frankfurt. degree from Amsterdam Business School;
My extensive client experience includes hold a Master of Science in Marketing from
Sony, Procter & Gamble, AB InBev and the the University of Strathclyde, and a Master
European Parliament, as well as many of of Science in Applied Animal Behaviour
the largest global automotive brands. My and Animal Welfare from the University of
professional interests include the application Edinburgh. I am an expert on issues related
of creativity in a business environment, and to online communication, with my research
the development of new techniques for focusing on analysing social media content
integrating messages across channels and and uncovering useful information and
patterns from online data.”
Prof. Chi Hoang Prof. Kamran Razmdoost
Assistant Professor in Marketing Associate Prof of Marketing and
Dean of London Campus
"I hold a PhD in Marketing from BI
Norwegian Business School (Norway). Prior “I hold a PhD in Marketing from Cranfield
to joining ESCP, I was a visiting researcher School of Management. Before joining ESCP,
at Stephen M. Ross School of Business I was working at University College London
at the University of Michigan (USA) and as a Lecturer and was the Deputy Director
a research fellow at Nanyang Business of MSc Strategic Management of Projects. I
School at Nanyang Technological University still continue to perform research with UCL
(Singapore). My research expertise lies in the as an Honorary Senior Research Fellow. I
field of consumer psychology, specifically worked in oil and gas and digital industries
consumer-technology interaction, consumer and have a background in engineering. My
prosocial behavior, and consumer decision- areas of research primarily focus on consumer
making. I have been involved in research behaviour and marketing strategy in both B2B
projects across countries and sectors, and B2C contexts, investigating topics such as
including retail, healthcare, and public policy." consumer knowledge biases, social exclusion,
strategic capabilities and value co-creation,
network resources and service ecosystem
transformation.”
Vanezza Scanlon
Affiliate Professor of
Sustainability
Prof. Christopher Halliburton
Professor of Marketing
“I spent a decade understanding the
multifaceted nature of sustainable
“I was educated at Durham University, development, poverty and cultural diversity,
LSE and London Business School. I have as well as designing and implementing
also lectured at LBS and Cass Business holistic development programmes between
School, and am the former UK Director of multinational companies, NGOs, and social
ESCP Business School. I am the author of innovation start-ups across Southeast Asia
numerous publications on branding and (incl. the Philippines, Vietnam, Thailand,
international marketing. I am a Fellow of Cambodia and Myanmar). This extensive field
the Marketing Society and have over 25 exposure, coupled with my degrees in MSc
years' experience of marketing consultancy Health, Population and Society and Executive
for PwC, Unilever, Caterpillar, Xerox, IBM, BT, MSc in Behavioural Science from the London
Capgemini, Alliance Boots and many others, School of Economics and Political Science,
including working at Board level. My overseas inspires my professional interest in challenging
experience includes work in Europe, Africa, corporates to embrace sustainability and
the Americas and the Far East." social innovation through novel multi-sectoral
collaborations, and addressing some of the
biggest societal challenges of today."
ESCP - MSc in Marketing & Creativity 9
Chairs
ERIM & Professorships
ircular Economy & Sustainable
C
ESCP Research Institute of Management is a Business Models
state-recognised research laboratory that allows
ESCP to not only deliver a Doctorate degree
independently, but to also apply for national Creativity Marketing
research funding such as the ANR.
The ERIM also plays an important role in Factory for the future
promoting the research activities at ESCP
Business School.
Fashion and Technology
Research Centres Future of Retail in Society 4.0
& Institutes
Industrial Relations and Firms’
BIG DATA RESEARCH CENTRE Competitiveness
CERALE
Centre for European / Latin American Research
CERS
Centre for Research in Sociology
Intercultural Management
CIM
Excellence Centre for Intercultural Management
CMC International Corporate Governance
Creativity Marketing Centre
ECDC
European Center for Digital Competitiveness
Internet of Things
EMC
Energy Management Centre
HappyMgt
Happiness & Management Research Centre Jean-Baptiste Say Institute
HMI
Health Management Innovation Research Centre
IREFIM
Institute of Real Estate Finance and Management New Generation Management
SustBusy
Business & Society - Towards a Sustainable World
TIB Real Estate
Teams in International Business
Reinventing Work
TMI
Talent Management Institute
Labex RéFi
Laboratory of Excellence for Financial RegulationCreativity
Marketing Centre
About the Centre
The Creativity Marketing Centre is a
platform for thought-leadership and
knowledge exchange on the role of
creativity as a driving force of value 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 rethinking
and marketing. Marketers need
creativity, alongside rigorous analysis,
to leverage the opportunities and The CMC’s activities
meet the challenges that result from
volatile contexts, markets redefined by Ongoing academic and applied research,
interactive and mobile technologies, including publications in top-ranked
international peer reviewed journals
and the ever-increasing expectations
of diversified stakeholders for Conferences and workshops
transparency and engagement.
Blogging and other communication
vehicles on the CMC website
Research themes include: Supporting the curriculums of the MSc in
Marketing & Creativity and Creative London
Summer School programmes.
• Big Data
• Creativity Marketing Ecosystem
• Consumers and Creativity L’ORÉAL CREATIVE
BIG PICTURE MARKETING
PROJECT SEMINARS
MANAGING
CREATIVITY
FOR SOCIAL
MARKETING
IMPACT
COMMUNITY
PROJECTS
creativitymarketing.org
ESCP - MSc in Marketing & Creativity 11MSc IN MARKETING & CREATIVITY Not By The Book Marketing
The MSc in Marketing
& Creativity
at a glance
18-to 21-
The MSc in Marketing & Creativity is
month
unique in its focus on the interface full-time programme
between creativity and analytical thinking holding 120 ECTS
in marketing management. It deploys
multiple approaches to marketing through
its case- and project-based ‘Not By The
Book’ teaching methodology, preparing the
2
next generation of strategic, responsible, Study Locations
competent and creative marketers. London & Paris
The MSc in Marketing & Creativity
curriculum goes beyond textbooks to
incorporate consultancy projects, creative 2
seminars with corporate partners, case Specialisation Tracks
studies, experience in emerging markets, -Fashion & Luxury
and guest speakers, as well as a minimum
-Entrepreneurship &
four-month professional experience
(internship/direct employment) which Digital Transformation
allows participants to immediately apply
Not By The Book
their learnings to real-life companies and
assignments.
Teaching Methodology
The specialisation fosters creativity and
critical thinking with a methodological -Company Consultancy Project
and systematic approach. It teaches -Creative Seminars
how to be strategic and analytical in a -Integrated Work Experience
data-driven world to provide innovative
solutions to complex problems, while
also teaching students about creativity in
business, management and performance, #5
developing their cognitive flexibility, fluency Ranked Masters in
of ideas and agility. Marketing
The combination of a unique specialisation Worldwide by QS (2021)
focus, teaching methodology, interaction
with experts, and up-to-date content in
marketing equips MSc in Marketing & Starts in
Creativity students with one of the most
striking, thought-provoking and – above January
all – career-broadening Marketing masters each year
currently available.
The specialisation in Marketing & Creativity is part of
the Master Degree (DEAMIE)
ESCP - MSc in Marketing & Creativity 13Student
Testimonials
Koen de Rooij Edilia Gänz
Associate Director at Kantar Director of FEDORA,
Consulting, Netherlands France; Forbes 30 under
Class of 2015 30 (2019)
Class of 2013
“Looking back now, the first thing
that comes to mind is the strong “The most rewarding yet challenging
bond we developed as a class. part of the programme was the
Around 30 different nationalities group work, during which we
and cultures, thrown together on collaborated with individuals
a mission. Working hard, playing from a range of nationalities and
harder, putting our collective professional backgrounds to solve
creativity into everything we did and business challenges in a creative
amazing ourselves when looking way. Sharing insights and learning
at each other’s work. This could about diverse approaches was a truly
be either on or off the campus – enriching experience.”
imagine having a lecture inside the
Palais Garnier or at Regent’s Park
– or doing actual consultancy work
for a company, like our team did for
Landor.”
Dimitri Hoppenbrouwers James Henry
Manager, Events, Director of Growth &
Sponsorship & Corporate Sustainability at MyHEAT,
Culture - B2B at De Cronos Canada; Ex-Google
Groep, Belgium Class of 2013
Class of 2014
“The most appealing aspect of the
MSc in Marketing & Creativity is that
“Where ESCP Europe made the
creativity is taught as something
difference for me was the way in
that can be harnessed and honed,
which they taught us the newest
regardless of whether you believe
forms of marketing. We got
yourself to be very creative or not
challenged by top executives to
at all. Creativity becomes part of
make ‘out of the box’ pitches and
your daily thinking process, and
find creative yet long-term solutions
as students we quickly learn how
for challenging problems.”
to approach problem-solving by
applying a creative lens.”Chibo Agu Giridhar Venkatraman
Regional Operations Officer Chief of Staff at Publicis
at Le Collectionist, France Groupe, France
Class of 2012 Class of 2020
“ESCP Business School sets a “Inclusive marketing is here to stay,
standard. I know that my class and the MSc in Marketing & Creativity
mates and alumni from previous was my first big step in embracing
MSc in Marketing & Creativity this outlook. The experience of
classes before mine are today working with people from different
working for amazing companies backgrounds to creatively solve
with amazing job titles, doing critical, real-life business challenges
amazing things all over the world. helped not only with honing my skills,
Being around and part of people but also a sense of empathy like
who have the desire to succeed can nothing before it. The programme
only help you aim higher." truly celebrates our diversity and
embeds in us a deeper purpose
Davide Surdi that we will all contribute to making
businesses better in our own unique
Brand Manager Respiratory ways – and that is how we will one
at Boehringer Ingelheim, day live in an equal, inclusive world."
UK; ex-Pfizer
Class of 2019
Julia Blumenthal
"The MSc in Marketing & Creativity Strategic Account
experience has impacted my life Manager at Amazon
both professionally and personally. (B2B), UK
The Master has equipped me
Class of 2018
with a more strategic mindset
and with the right combination
“The MSc in Marketing & Creativity
of soft and hard skills to drive my
has been the core element in
future career forward. I would like
shaping my London experiences
to also specifically mention the
for almost five years now. From
career services who have been
the people from such diverse
fundamental in my job hunting
backgrounds with whom I was
process. The support with my CV
privileged to learn alongside, to
and cover letter, combined with the
those creative thinking classes and
possibility to contact a plethora of
the consultancy project at Media
successful graduates, has allowed
Figaro. Those few months flew
me to land interviews in many FTSE
and helped shape the discussions
500 companies."
and impact I can have in my
professional career now!”
ESCP - MSc in Marketing & Creativity 15Class
Profile
17% 49%
THE AMERICAS EUROPE
20%
ASIA &
PACIFIC
14%
AFRICA &
MIDDLE EAST
Country Breakdown
Austria Argentina China Côte d’Ivoire
France Brazil India Egypt
Germany Canada Japan Kuwait
Greece Chile South Korea Lebanon
Italy Colombia Thailand Morocco
Luxembourg Mexico Tunisia
Netherlands United States Turkey
Russia
Spain
Sweden
Switzerland
Ukraine
United Kingdom
Based on January 2021 intakeDiverse profiles Prof. Hsin-Hsuan
Meg Lee
Associate Professor
of Marketing
72
Participants
32
Unique
“We believe diversity and inclusivity
help fuel creativity. These important
guiding principles serve as our
specialisation’s key admission criteria.
Students come from all over the
Nationalities
world, each with a unique cultural
background. The dynamics and
3years 25
differences among the participants
help create a stimulating environment
which fosters collective creativity
and allows us to co-create the
learning experience. Having said
average Average age that, participants in the MSc in
Marketing & Creativity do share one
working common attribute: a real passion
experience for marketing. Regardless of their
(Ranging 1.5-9) (Based on January 2021 intake) individual differences, our students’
determination to develop as
creative marketers and to immerse
themselves in the learning experience
is crucial to the specialisation’s
continued and collective success.”
Previous Studies
38% 22%
Marketing/
10% 7%
Management/
Communications/ Fashion Art/Architecture
Business
Advertising
4%
Economics
4%
Engineering
15%
Other
ESCP - MSc in Marketing & Creativity 17Study Locations LONDON A truly multicultural experience in the heart of a vibrant city.
PARIS
Where history meets
innovation for an
unforgettable experience.
ESCP - MSc in Marketing & Creativity 19Curriculum
Overview
Creativity
Creativity is in our programme’s DNA. We foster creative thinking and skills
with a methodological and systematic approach.
Marketing
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, in both business to consumer
and business to business.
Management
The Management modules offered will help you 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.
Analytics
The Analytics modules prepare you with the necessary skills and tools to
critically and creatively acquire, analyse and interpret data, whether they
are “small”, “big” or “thick”.
Professional Development
Professional development activities provide opportunities through which
students can apply their marketing, creativity, analytics and management
mindset and skills in real-life situations.Is this the right master for you?
Yes, if you are looking for:
Management skills
for creativity
and performance
Creativity and Deep understanding
problem-solving of customer value
Discovering
Cross-cultural creativity in business,
learning management
and performance
4-month
professional
Fresh and
hands-on
ESCP MSc experience
approach to IN MARKETING (internship / direct
Big Data and & CREATIVITY employment)
Analytics
Exposure to
employers across
various industry
sectors
Highly humanistic
approach, focusing on
relationship-building and International
personal development Company
Practical Consultancy
case-based Project
curriculum
Strategic
approach to
Marketing
Management
The MSc in Marketing & Creativity is specifically designed to unlock your marketing potential and
enable you with the necessary tools and skillset to launch a successful career.
Communication Analytical Marketing Strategic Problem- Creative
Skills Mindset Knowledge Approach Solving Thinking
Resilience Emotional Agility Interaction
intelligence with others
ESCP - MSc in Marketing & Creativity 21Your
curriculum
Study track for candidates with 240 ECTS or more
Study track for candidates less than 240 ECTS
Term 1* Term 2
ONLINE: Oct-Dec LONDON: Jan-Mar LONDON: Mar-May
Management Creativity Creativity
• Economics • Art & Science of Creativity • Creative Thinking
• Quantitative Methods • L‘Oréal 'Big Picture‘ Project
• Accounting & Finance Marketing (optional, upon selection)
• Marketing • Introduction to Creativity
• Leadership Marketing Marketing
• Strategy • Consumers & Consumer • Branding & the Creation of
Value Value
• Integrated Marketing
Management Communications
• Managing for Social Impact • Strategic Marketing Plan
• Ethics - Environment, Social
& Corporate Governance Management
• Finance for Marketers
Analytics • Managing for Social Impact
• Understanding the
Marketplace Analytics
• Statistics for Marketers
*Term 1 is compulsory only for students with
less than 240 ECTS, exemptions apply Professional Development (Non-ECTS)
• Creative Seminars • Creative Seminars
• Communication Skills • Communication Skills
• French Language Lessons • Tech Skills: Excel Workshop
(Beginner or Intermediate) • French Language Lessons
• Creativity Workshops (Beginner or Intermediate)
• Company Visits & Guest • Company Visits & Guest
Lectures Lectures
• Careers Advice & Workshops • Careers Advice & Workshops
• Networking Events • Networking Events
This specialisation is part of the ESCP Master of Science (MSc) programme. You will obtain the French Master degree
(DEAMIE - Diplôme d’Etudes Avancées en Management International des Entreprises) and an ESCP diploma, the MSc
in Marketing & Creativity.
The programme holds 120 ECTS.Term 3 Term 4
LONDON: May-Jul PARIS: Sept-Dec WORLDWIDE: Dec-Jun
Research Seminar
Marketing Management
(Online)
• Digital Marketing & • Breakthrough Strategies
Social Media • Managing for Social
• Global Issues in Marketing Impact
Analytics Analytics
• Creative Analytics • Research Methods for Master Thesis
Professional Thesis
Track 1: Entrepreneurship &
Digital Transformation Professional Development
• Entrepreneurship • Company Consultancy
• Coding for Marketers Projects (6-8 weeks)
• Leadership & Change
Management
Track 2: Fashion & Luxury Internship / Direct
• Creative Branding Employment minimum 4
• Trends & Innovations months (Deadline: June)
• Omnichannel Management
Professional Development (Non-ECTS) Graduation: July
• Creative Seminars • Creative Seminars
• Communication Skills • Creativity Workshops
• French Language Lessons • Company Visits & Guest
(Beginner or Intermediate) Lectures
• Creativity Workshops • Careers Advice & Workshops
• Company Visits & Guest • Networking Events
Lectures
• Careers Advice & Workshops
• Networking Events
ESCP - MSc in Marketing & Creativity 23Curriculum
Creativity
Art & Science of Creativity L’Oréal Big Picture Project
Marketers understand they need to apply a balance Thanks to our close partnership with L’Oréal,
of creative thinking and logical analysis in order selected students from the MSc in Marketing &
to solve the challenges before them. However, Creativity programme participate in the annual
combining both is often neglected in the larger L’Oréal Big Picture project alongside students from
business environment. In this module, you’ll not ESCP’s MSc in Digital Transformation Management
only practice both skills, but also discover how to & Leadership. Over the course of a week, you will
combine them effectively in any given situation. work in teams with MDT students to produce
Most importantly, you’ll start working on your very an original video on a brief proposed by L’Oréal
own creative, but rigorous management mindset. executives. Themes can range from culture to
business to more philosophical musings, and are
traditionally very broad in order to leave plenty of
room for creativity.
Creative Thinking
The videos and the analytical work that led to their
This course is for everyone who wants to build
development are presented to a jury on the last
their capability to imagine new and original ideas.
day of the project, and three winning teams are
It will introduce the practice of a creative approach
selected. The jury consists of L’Oréal executives,
to marketing and managing customer-centric
including talent recruiters and leaders from the
organisations. You will have sessions on developing
media and cultural sectors, as well as ESCP faculty
a creative mindset and creative techniques, and
members.
also cover the topic of group creativity. You will
be introduced to how creativity is integrated
All students are encouraged to apply for
with analytical thinking for optimal performance
participation in the Big Picture project and are
in marketing and, more broadly, in managing
selected on the basis of their motivation and career
customer-centric organisations, particularly in the
interests.
digital context.Creative Previous
Seminars Seminars
The Creative Seminars include not just pure-
The MSc in Marketing & Creativity includes a series
play marketing organisations, but a whole
of Creative Seminars which run throughout the range of industries that combine creativity with
specialisation and give participants valuable insight business. Previous partners have included arts
into how organisations can leverage creativity in organisations, media companies, publishers,
real-life practice. Via visits, talks and assignments celebrity chefs, creative and digital agencies,
in London and Paris, you’ll be introduced to people tech companies, fashion & luxury brands,
and organisations that use creativity as part of their architecture firms and start-up incubators.
business model. Some of our previous seminar companies
include:
Creative Seminars will offer you a chance to practice
Creativity Marketing across a range of industries and
tasks, both expected and unexpected. These thought-
provoking sessions are usually led by alumni of the
specialisation, professional industry experts, and by
faculty with relevant practical experience, introducing you
to examples of ‘creativity in action’ across different fields.
Through these seminar sessions you will:
• Analyse company decisions where creativity thinking
has proven to be a key success factor
• Take part in creative exercises, as well as examine
applications and strategies to increase creativity at an
individual and team level
• Get the opportunity to apply your learning directly to
specific mini-project assignments
Along with the Company Consultancy Project and
individual internship/work experiences, the Creative
Seminars help MSc in Marketing & Creativity students
to hit the ground running when entering the business
world at the end of their studies.
Prof. Peter Stephenson-
Wright
Affiliate Professor of
Marketing
“The Creative Seminars are unique to this
specialisation. The two cities that you’ll study
in - London and Paris - are both global capitals
in the creative industries, full of companies
and organisations that successfully combine
outstanding creativity with the more functional
aspects of their operations.
As an MSc in Marketing & Creativity student
you’ll learn much more than the theory:
you’ll get access to hear directly from those
running creative industries and observe their
organisations in action; you’ll study actual
practice and come up with your own proposals
for future approaches. It’s an opportunity not to No other master offers this same approach
be missed.” to hands-on and brains-on learning.
ESCP - MSc in Marketing & Creativity 25Curriculum
Marketing
Introduction to Creativity Digital Marketing & Social
Marketing Media
This course is designed to introduce you to the In the fast-moving and constantly evolving online
practice of Creativity Marketing and to integrate space, using digital marketing and social media
the class around a shared platform of marketing effectively raises many challenges. It can be easy to
knowledge and skills. Using state-of-the-art, best assume that with each new platform or advertising
practice cases, Creativity Marketing redefines medium that rises in popularity, businesses should
conventional wisdom by identifying areas of value constantly shift their focus to the latest channel.
and differentiation in all elements of the marketing However, regardless of the channel, fundamental
mix and across strategic levers. At the core of strategic considerations and a user-centric
this module is an emphasis on the creative ways approach must be applied for success. In this
marketers can use analytical tools to redefine the course you will look at a detailed review and best
topic. Far beyond their marketing skills, participants practice analysis of each of the elements of the
develop a new attitude to marketing practice, one online toolkit, including SEO, paid search, email
that questions and challenges rather than accepts marketing and social media. The course will also
and conforms. examine the setting of objectives and performance
metrics, tracking and measurement techniques, as
well as specific creative considerations of online
marketing.
Branding and the Creation
of Value
Consumers choose brands for a combination of Integrated Marketing
rational or functional reasons, but also to fulfil
symbolic or emotional needs. In this module, you Communications
will discover the important branding frameworks Understanding how to manage the various
used by brand marketers. You will learn about the communication elements that create “the voice
role of brands as creators of value, and explore how of the brand” is an important skill for marketers. In
to manage brand architecture, brand valuation this module you will be immersed in the techniques
and brand identity and equity. You will do this and tools of marketing communications, with a
by working on practical examples of global and thorough exploration of the various traditional
pan-European branding. The course enhances your and digital channels. By studying examples of
qualitative and judgement skills in evaluating a best practice, you’ll discover the strengths and
range of brand strategies. applications of different channels and how to
optimise their use in an integrated way. There is a
particular emphasis on the contribution of creativity
throughout.
Consumers & Consumer Value
Based on the premise that value is defined by
consumers’ experiences, we investigate the
behaviour of consumers as individuals, groups
and communities as well as the mechanisms
whereby value is created through consumption. The
increasing role of consumers in creating value is a
particular focus of the course, 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
course will explore practical ways in which this
perspective can be exploited.Global Issues in
Marketing
This module focuses on the specific aspects
of global marketing. You will explore some
of the challenges associated with managing
brands across different regions of the
world, learn different ways in which to best
combine a global approach that promotes
brand consistency, and a local approach that
recognises cultural specificities across markets.
Throughout the module you’ll engage in case
discussions and projects that enable you to
develop your creative global perspective.
Your global mindset is also reinforced by
working in multicultural teams throughout the
programme.
Strategic Marketing Plan
In an environment of increasing product
complexity, intense international competition
and accelerating customer sophistication, an
effective, value-focused and creative Strategic
Marketing Plan can make the difference
between success and failure. In the module,
we specifically focus on strategic marketing
plan for an innovative (radical or incremental)
product. Products and technologies are
the core means through which businesses
satisfy their customers’ needs. Businesses are
challenged to identify market opportunities
and address those opportunities through
breakthrough products and technologies.
Marketing managers, product managers, chief
product officers and chief technology officers
are examples of roles responsible for delivering
these products and technologies. These experts
need to have knowledge and skills required
to identify and turn market opportunities to
solutions and product offerings complemented
with strong marketing plans that guarantee
success.
ESCP - MSc in Marketing & Creativity 27Curriculum
Management
Breakthrough Strategies Managing for Social Impact
In this module you’ll develop a strategic approach to The course is designed to encourage students to reflect
a wide range of innovation opportunities, discovering upon pressing social problems, such as poverty and
how innovation goes beyond new products and should access to basic needs, and focuses on the growing
in fact become a managerial mindset. You will learn realisation that sustainable social impact can best be
how some of the most innovative brands in the world achieved by applying market-based solutions. During
bring innovation into every aspect of their strategy: from the module, the students are challenged to employ their
the way they train employees and manage their teams, marketing and management skills to develop creative
to the way they bring products to market and engage solutions for a better world, working alongside social
with their customers. Throughout this highly interactive entrepreneurs either in the UK or in the context of an
module, you’ll discover and analyse the astonishing emerging economy.
success stories of some of the world’s most innovative
brands, and learn from their experience. The module combines lectures on some of the
conceptual bases underlying social enterprise,
case studies showing best practices in social
entrepreneurship, presentations by social entrepreneurs,
seminars, and discussions with business leaders who
Finance for Marketers embrace social entrepreneurship and hands-on social
entrepreneurship projects.
This popular module provides essential elements of
finance and accounting that will complement your
skills as a proficient marketing manager, including the
fundamentals of using spreadsheets for financial analysis.
Don’t worry if you do not have a quantitative background:
the module is designed for you and uses cases from
Ethics - Environment, Social
a range of sectors. It covers some of the fundamental
financial principles, and covers the financial management
& Corporate Governance
of intangible assets most often encountered in creative This is a common module across all DEAMIE
fields, such as intellectual property, brand value and specialisations that provides students with knowledge
reputation. and skills related to ethics, responsibility and
sustainability topics. It will enable you with a mindset
framework for a more sustainable approach in all aspects
of business. This module is delivered in an online formatOnline Modules
Term 1
Economics Marketing
In this online module, you’ll analyse economic forces This online marketing module will expose you to the
relevant to managerial and financial decision-making. fundamental concepts and terminologies related to
The module is divided in two parts: microeconomics marketing. It will provide you with an understanding
and macroeconomics. Microeconomics will introduce of how different marketing concepts are applied in
you to firms and market structures: costs, supply practice, and present you to a marketing toolkit needed
and demand, elasticities, pricing, and more; while prior to starting a master.
in macroeconomics you will cover topics like GDP
and growth, monetary and fiscal policies, and
unemployment.
Leadership
In this online module, you will attempt to analyse
the components of human action and behavior in
Quantitative Methods organisational settings. You will be introduced to
psychological and social dynamics, and be encourage
This online module provides an overview of basic to conduct some independent, informed, critical and
statistical methods used in business management. You mature thinking regarding management and people.
will be exposed to an overview of the key concepts
related to statistics, get involved in basic application
exercises, and see how statistics aid problem solving in
Strategy
the real world.
During this course you will focus on expanding your
business strategy knowledge. Upon completion you
will have a good understanding of how to develop
Accounting & Finance and implement strategic processes and use them to
address various strategic challenges that contemporary
This online module will teach you to understand companies face.
information provided in the different financial
statements. You will also learn how to determine the
impact of decisions on different financial statements.
Please be aware that only candidates
entering the programme with a 3-year
bachelor degree (less than 240 ECTS)
will require to complete these Semester
1 modules. This is required to attain
additional 30 ECTS prior to starting
their degree (unless they hold a valid
exemption certificate). If you have more
than 3 years of professional experience,
you may be exempt from these online
courses. Please check with your
Admissions contact for detals.
ESCP - MSc in Marketing & Creativity 29“Go beyond lecture slides and
apply your learnings to real-life
sustainability and societal issues such
as: diversity and inclusion, poverty
eradication and development, climate
Managing for
change, and gender empowerment.”
Social Impact Project
Marketers play an important role in society
by bringing products, services and, more
generally, solutions to consumers. This
role comes with responsibilities. Because
they are adept at understanding people
and communities, and at delivering
effective messages, marketers can actually
have an important positive impact on “The module combines lectures
society, particularly by addressing some on some of the conceptual bases
of the key challenges faced in our modern underlying social innovation, circular
communities. Some of these challenges
economy, business ethics, and
also require a great deal of creativity and
problem-solving skills. design thinking. In-class case studies
and seminars critically illustrate
Our Managing for Social Impact module is
a highly innovative social entrepreneurship, best practices across the field of
experiential-learning module running through sustainability and social impact,
the four terms of the MSc in Marketing & presentations by innovators, and
Creativity. During the module, you will be
discussions with business leaders
challenged to employ your marketing and
management skills to develop creative who embrace a purposeful and
solutions for a better world, working responsible businesses mindset, and
alongside social entrepreneurs either in the hands-on projects provide great
UK or in the context of an emerging economy.
insights into this timely field.”
The module combines lectures on some of the
conceptual bases underlying social enterprise,
case studies showing best practices in social
entrepreneurship, presentations by social Vanezza Scanlon
entrepreneurs, seminars, and discussions Affiliate Professor
with business leaders who embrace social of Sustainability
entrepreneurship and hands-on social
entrepreneurship projects.Analytics
Understanding the
Marketplace
Successful marketing relies on understanding the
journeys that customers experience as they find,
evaluate and acquire the products and services that
help them reach their goals and live their lives. To
explore these journeys and implement a creative and
efficient marketing strategy, you’ll need to gain a deep
understanding of the marketplace, your customers,
and your competitors. In this module, you’ll develop
a toolbox of leading-edge techniques to gain these
valuable insights, and a critical mind-set towards
data and research. You’ll be challenged to develop an
approach 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 your
practice of marketing, and turn data into insights.
Creative Analytics
The role of analytics in marketing increases, while the
richness and diversity of data continue to explode. If
marketing is a well-balanced undertaking of art and
science, marketing analytics is in the forefront of such
a practice. The core activities of marketing analytics
involve collecting, measuring and managing data to
maximise marketing performance. However, combining
the data in a creative way to make meaningful market
decisions is an artful act. The primary aim of this course
is to assist you in attaining data-analytic thinking, which
is necessary to create business value from data. It will
provide you with frameworks and tools needed to apply
data analytics to real-world marketing challenges. By
the end of the course, you should feel comfortable with
the vocabulary used in marketing analytics. You will be
equipped with sufficient technical knowledge, and the
analytical model and tools to transform raw data into
information that can be used for problem solving and
decision-making.
Statistics for Marketers Research Methods for
Professional Thesis
Marketing decisions are more and more informed by
the analysis of quantitative data. In addition to the
traditional market research tools, advancement in Understanding the process of market research
the use of digital platforms have created immense is one thing, but executing such a project is a
opportunity to quantitatively analyse marketing issues. different matter. Building on the foundation of
This requires marketers to develop analytical skills which Understanding the Marketplace, this module
rely on a solid understanding of statistical principles provides hands-on tutorials to guide students
and models. This module aims to provide students with through critical steps in effective marketing
the basic statistical rules and models which are applied research planning, providing a comprehensive
to marketing problems. This process will be facilitated grounding in the basic principles and practices.
by spreadsheet-based software packages where the This module aims to lay the groundwork
students will have an opportunity to build their own for students to complete their independent
spreadsheet models with emphasis on appropriate research project for their thesis and beyond.
application of methods and interpretation of output.
ESCP - MSc in Marketing & Creativity 31Specialisation
Tracks
Specialisation 1
Entrepreneurship &
Digital Transformation
The Entrepreneurship & Digital Coding for Marketers
Transformation track is specifically Digital transformation in organisations is rapidly moving
designed to develop the skills and mindset towards analytics. Skills in programming together with
needed to establish a new business or to business acumen are highly regarded. The complexity
of these hybrid competences consists in coding and
lead digital change in a business. You will the interpretation of results. In marketing, analytical
practice the initiation of an entrepreneurial capabilities are crucial. Therefore, programming
firm and test your business ideas. languages such as Python became a necessity. This
course will provide students with basic programming
Furthermore, you will develop the change skills and their practical implications, using real
management skills required for leading marketing cases.
digital transformation projects. Data
analytics is another core aspect of this track
that will help further enhance your skills
when it comes to working with data. Leadership & Change
Management
Entrepreneurship Rapid environmental change, increasing international
competition, and technological advances have
Creating new businesses, capturing new markets, and magnified expectations about leadership. There is little
enhancing organisational effectiveness occur through doubt that in the course of their careers, ESCP students
improving productivity or new products or services, or will be called to lead and participate in organisational
both. New discoveries, new technologies, competition, transformations nationally and internationally. This
and globalisation compel both entrepreneurs and course goes beyond a theory-focus and includes
existing firms to foster innovation and agility. This course practical concepts and concrete tools, helping students
examines the theory and practice of how creativity develop their leadership and management skills across
can increase the likelihood of success of innovation a wide range of situations including the challenge of
in start-ups and existing firms. It explores successful leading major organisational changes, trade-offs and
frameworks, strategies, funding techniques, business ethical dilemmas.
models, risks, and barriers for introducing break-through
products and services. Topics include opportunity
discovery, business model innovation, design-driven
innovation, creativity, digital technology, process
improvement, performance measurement, and change
management.Specialisation 2
Fashion & Luxury
The Fashion & Luxury specialisation track Omnichannel Management
will provide you with the knowledge, skills This new course explores the question of how brands
and mindset required to deal with the latest and retailers can implement effective strategies to
marketing challenges in fashion and luxury create value with and for customers across different,
often combined, channels of distribution. The course
businesses. Specifically, you will learn to is built around a live project run in partnership with
discuss, analyse and reflect on the latest an omnichannel distribution company. You will enjoy
trends and breakthrough innovations in the the lively and highly educational experience through a
combination of theoretical and practical approaches.
sector, and build confidence in dealing with You will begin by looking at the impact of omnichannel
contemporary issues around omnichannel on consumers, and then focus on how to manage the
management and creative branding. fulfilment of omnichannel demand in a practical way,
including how to measure omnichannel performance.
Trends & Innovation Creative Branding
In response to the highly dynamic and innovative In order to deliver successful Creativity Marketing, it is
marketing environment, this module is specifically necessary for practitioners to combine their creative
designed to teach you to identify and critically evaluate and analytical talents to develop original and insightful
the trans-disciplinary innovation strategies which can ways to envisage their brands and the cultures that
be adopted to both start and transform fashion and spring up around them. The objective of this module is
luxury businesses. The module facilitates the appraisal to use a seminar format to work on cultural brands in
and iteration of generic trend, market disruption and both a creative and strategic way. A set of brands will
innovation frameworks as applied to the contemporary be selected from a given cultural universe (for example,
creativity marketing ecosystem. There is a key focus chefs, fashion designers and film makers) and you will
on being customer-centric and creating and/or re- first develop a presentation of the brand in a creative
formatting strategies for business and service evolution manner through an image, a film and an object which
through analysing and predicting consumer behaviour are judged to represent it best. The second stage of
and through innovation with technology. This fosters a the module is more analytical and further develops
future-proof toolkit for sustainable marketing creativity, the three fundamental levels of understanding a given
whilst optimising consumer experience. brand - the underlying system of values, the narrative
and the brand's codes.
ESCP - MSc in Marketing & Creativity 33Company
Consultancy Project
The Company Consultancy
Project (CCP) is a key and
integrated element of the
programme, designed to provide
students with a collaborative
learning experience and
demonstrate, in a real-world
application, the concepts and
tools studied in class.
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 CCP projects
• What form should e-commerce take to enhance a retail concept for a
major luxury shopping mall?
• Build a community of young philanthropists for opera and ballet
• Deliver one game-changing beauty tech product/project that combines
smart design and data to solve deep consumer needs and create big
market potential
• Develop a B2C strategy for a vegetable supplier company working with
star restaurants
• What is a special offer and discount alternative? Come up with an
innovative sales promotion strategy or a new business model that will
enable a fashion brand to pursue sustainable growth while reducing its
discounts.
• Give a pilot idea of a new programme for a major GMCG company aiming
at developing better food consumption behavioursProfessional
Thesis
The Professional Thesis is a
further opportunity for MSc in
Marketing & Creativity students
to enhance the learning and skills
gained from the programme, and
to deepen both knowledge and
understanding of their chosen
field of marketing or business.
As part of their individual Professional Placement
(internship/full-time job), each student selects a
research topic of particular interest for analysis.
Recommendations are prepared using clear, logical
argumentation and drawing upon original desk
research, interviews, or a case study carried out during
their assignment.
Each thesis project is supervised and guided by a
member of Faculty or expert in the relevant field.
Students are encouraged to pick a topic of personal
interest or one highly relevant to their career plan,
stepping outside of the day-to-day work they are
performing in their internship and thinking about
how the issue relates to broader concepts and to other
sectors and types of companies.
At the end of the programme, a written thesis is
submitted. A viva voce oral examination is also held at
which the research is presented to and assessed by an
academic jury.
The Professional Thesis represents 17 of the total of 90
ECTS credits earned over this academic year.
During this time, students will also participate in
a mandatory Research Seminar held by an ESCP
professor. This seminar represents 3 ECTS credits.
SOME PREVIOUS PROFESSIONAL THESIS
TOPICS INCLUDE:
• Digital Marketing in the beauty industry in times of Adblockers
• Co-Creation and Influence marketing within the FMCG industry
• The disruption of online corporate banking by the arrival of Fintech
companies
• The importance of digital practices in employer branding for
attracting and retaining talent
• Is digital killing creativity and uniqueness for luxury brands?
• The Disruption of Digitalisation: How the artwork industry is
innovating in order to survive, considering the impact of social media
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