M.Sc. Marketing & Communication
ESCP Europe Business School - Madrid Campus
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| Start date: | September 2013 |
| Duration full-time: | 12 months |
| Languages: |
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| Location: |
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| Delivery mode: | On Campus |
| Educational variant: | Full-time |
Description
Since its launch in 1989, the Master in Marketing & Communications has trained more than 600 participants that are now part of the 40,000 ESCP Europe alumni network developing a successful career in a variety of companies (Apple, Dior, Chanel, Inditex , L'Oreal, etc.). Our students have strategic and operational positions in Marketing (Brand Manager, Brand Community Manager, Online Marketing, Sales Analyst, etc..) and Communication (Public Relations, Social Media, Account Manager, Media Planner, etc.)worldwide.
Aimed for students with an undergraduate degree in any discipline (+ equivalent of one year of professional experience or master´s degree), the Master in Marketing & Communications aims to train people to develop a successful, creative and enthusiastic career in a global and digital market.
To achieve this goal, we offer students a unique international, humanistic and professional experience.
On one hand, the interaction between students and teachers from more than 20 nationalities ensures a greater multicultural learning that is strengthened with bilingual courses (50% in English, 50% in Spanish) and an international study trip. For example, the Class of 2013 took a seminar in the prestigious French Institute of Fashion (IFM) in Paris and did a study trip to Dubai.
Also, the proximity of the students to the professional world is encouraged by the selection of excellent teachers with (or have had) important roles in major companies (Directors at Colgate, Nestle, Kraft, etc.), the organization of case studies developed in collaboration with renown companies (life case study of l'Oreal and Havas Media) and company visits to the school or in situ such as Apple, Inditex or LVMH. Special emphasis is placed on bringing students to the demands of the digital world.
Finally, aware that we teach people with a strong self identity, we provide our students with personalized coaching and workshops to improve their presentation and negotiation skills. We offer individual monitoring that allows us to propose to our students extra courses in languages, computer skills, etc. to strengthen their abilities. We also try to convey the illusion, curiosity and versatility that will make them grow a happy and successful professional and, why not, personal life.
Digital specialization
The digital specialization consists of:
Modules in Viral Marketing, Social Media, Brand Community, Online Analytics, etc..
Seminars by professionals working in the digital area of large corporations.
Business case on Digital Marketing and Communication led by our partner companies: L´Oreal & Havas Media.
Contents
Curriculum
Our programme targets your expertise
The objective is to ensure that students master the full range of marketing and communication tools, and develop specific managerial skills to meet today’s corporate needs in highly competitive and international markets.
This full-time programme extends to 12 months. It starts in September each year and is organised as follows:
- 6 months of full-time coursework - end of September until the end of March
- A company placement of at least 4 months starting in April
- An international study trip
- A professional thesis
Electives in:
- Fashion
- Culture
- Tourism
Course Modules
Marketing Induction SeminarThis seminar will:
- Remind students of Basics in Marketing. Students will also be reflecting on key issues affecting Marketing and Corporate Strategies
- Enable students of the Master to get to know each other
- Enable students to meet with alumni
This seminar is usually organised outside the ESCP Europe Campus.
Fundamentals Marketing Research
Course Objectives:
- Understanding the role of marketing research when designing marketing strategies and policies
- Learning how to use marketing research tools
- Training students in results analysis and interpretation
Consumer Behaviour
Marketing involves the knowledge of consumer needs, wants and desires. To fully understand consumers, it is fundamental to have a precise knowledge about the latest developments in Human Sciences in order to know how individuals are influenced by their personality traits, social recognition or culture in their purchasing decisions.
Introduction to Strategy
Course objectives:
- Giving the essential tools for strategy
- Training to strategy analysis
- Understanding the logic behind strategic decisions
- Identifying links between strategic decisions and corporate functions
Law of Marketing and Communication
Different themes will be presented during this course, including branding rights, misleading advertising, sales promotion rights, direct marketing rights and consumer rights.
Product Management
Course Objectives:
- Understanding the job of a Product Manager from a Marketing point of view
- Identifying and analysing the major components affecting product performance
- Mastering the analysis of a competition situation, designing marketing strategy and marketing plan
MarketingBrand Management
Brands have become a key element in Marketing. This course presents all the major brand theories and examples of strategies of famous brands.
Innovation and Product Launch
Companies are constantly innovating, but in many cases, new products are not succeeding. This course presents the methods and the different stages needed to conceive and launch new products.
Marketing Performance
This course aims to present current methods and techniques needed to evaluate the efficiency of marketing operations:
- Specificity of Marketing Control
- Marketing Plan and Budget
- Developing corporate control systems
- Workshop based on a company’s case; conception of a commercial board
Distribution
Distribution is a crucial link between consumers and producers. This course shows students how to choose, develop and organise a distribution network. It also enables them to understand corporate name marketing and strategic diagnosis.
Strategic Marketing Simulation Game
Within a team, students will be at the head of a company’s marketing department. The objective of this simulation is to make the company grow by developing and operating the most appropriate marketing strategies.
B2B Marketing
Using case studies based on diverse industrial sectors (from aeronautics to construction and energy), this module presents the characteristics of marketing strategies for products and/or services targeting companies.
International Marketing
With today’s global economy, the domestic market is usually too small to sustain and grow a company; because of this, companies need to have a broader approach – International or at least European. Throughout this course, students will gain an understanding of internationalisation strategies and their consequences on the marketing mix.
Service Marketing
The ‘Service Marketing’ course teaches students how to discover and put into practice cutting-edge conceptual and professional techniques related to managing service activities. It also encourages the reflection upon service activities, which are a pre-requisite for the success of future entrepreneurs, managers and investors in the service sector.
CRM (Customer Relationship Management)
The course aim is to develop a mastery of strategic issues, to be familiar with the techniques and tools to understand the customer in order to offer services which develop customer loyalty; both are essential for the long-term survival and development of the business.Effective CRM requires first and foremost the reform of the firm's organisational structure, its information systems, and its marketing approach. The aim is to accelerate the response time to customer demand whatever the chosen distribution channel.COMMUNICATIONCommunication, Sales Promotion and Direct Marketing
Direct Marketing and Sales Promotion are part of the first two expenditure centers of communication. This course presents the different techniques and strategies developped by producers and distributors.
Public Relations, Corporate and Financial Communication
This course is organized around conferences with professionals, agencies and advertisers.
Publicity, Media-Planning and Advertising creation
Developing advertising strategies, preparing a brief, writing a copy strategy. All of these elements are present in today’s advertising agencies and will be covered in the course. Later on, students will learn how to evaluate creative executions, analyze a copy strategy and implement the techniques of media-planning. The course is completed by a competition between agencies. Formed by different teams, each agency will have to present their strategic advertising recommendations. The best one winning the pitch.
Media Seminar
For the duration of one week, experts in media will present the characteristics of the five major media: press, TV, radio, poster and cinema. Students and professionals will then discuss key figures, different career opportunities, media-planning, media stakes and future trends.
ManagementSelf-Management
Dolores Torres, comédienne, consultante and coach, RBG France, Conservatoire National d’Art Dramatique de Paris and Jean-Pierre RAYMOND de RIVAROLA, Directeur Général du Rivarola Business Group
In order to develop self-confidence and efficiency, this training puts students into situations which help them to know and manage themselves better.
Business Presentation
- Improve written presentation skills (content, structure, slide presentation, etc)
- Improve oral presentation skills (time and space management, animation, inflection, etc)
Recruitment process : from selection to interview
After this seminar, which makes extensive use of classroom discussion and case study, the participants will have mastered the phases of the recruitment process (CV, personal interview, group interview, recruitment tests). A personalized approach to the topic ensures that each participant acquires the knowledge and skills needed to reach his personal and professional goals.
Professional Thesis
When it comes to presenting a thesis, report or research study, students need to employ a rigorous written and oral approach. This course teaches students how to develop the methodological and operational aspects of their professional thesis.
Electives
Madrid Campus students will have the opportunity to attend the following additional courses. These one-day courses tackle specific themes in marketing such as:
- Luxury Marketing
- Branding
- Inter Cultural Management
- Sponsoring
- Negotiation
- How to be an innovative Manager
Ampliación OPCIONAL del programa:
Especialización en MODA.
Realización de varios cursos en el Institut Français de la Mode en Paris:
- Is the center in France for training, research and expertise in the fashion-design and creative industries.
- It was set up on 1986 by the French Ministry of Industry in tandem with textile and fashion professionals and has since become a national and international reference for students, companies and professionals.
- The aim of the IFM is to accompany the development of the fashion and design industries by reinforcing skills and anticipating the changes to come.
- The IFM is a place of artistic expression and professional Exchange and encounters whose vocation is to boost creation and innovation within industry and to enable Parisian and French "fashion and design" to shine.
Requirements
Eligible applicants must hold a Degree in fine arts, architecture, engineering, management, public administration, political science, humanities or in any other field.
This requirement may be waived for applicants with non-traditional backgrounds and those who demonstrate exceptional qualities and skills. In accordance with standards set by the French “Conférence des Grandes Ecoles”, such applicants must not exceed 30% of admitted students per year.
The following degrees are required for eligibility (in fields such as engineering, management, medecine, architecture, humanities ... ):
- A Master degree (+240 ECT's)
- A Bachelor degree with 3 years of work experience
- A French "Grande Ecole" degree
- Other degrees equivalent to the above
(please consult us)
Work Experience
At least 3 year(s) of work experience are required.
Accreditation
ESCP Europe
EQUIS
The European Foundation for Management Development (EFMD) has established high standards for the quality assessment of business schools: the European Quality Improvement System (EQUIS). Of the several hundred business schools in Europe, only some have achieved EQUIS accreditation; ESCP Europe obtained its first accreditation in 1998, and was reaccredited in 2003 and in 2009.
AACSB
The Association to Advance Collegiate Schools of Business (AACSB) is the leading American accrediting body of business schools. For many years non-American business schools have enjoyed "membership" in the AACSB but only few have been truly accredited. AACSB accreditation means that the business school meets the same very high quality standards demanded of top American business schools. ESCP Europes degree programmes were accredited in 2003.
National Memberships and State recognition
Most European countries have a tightly-knit national association of top business schools in the country. In France, ESCP Europe belongs to the "Conférence des Grandes Ecoles" (CGE) as well as is recognized by the French state. In the UK, ESCP Europe is a member of The Association of Business Schools (ABS), grouping the leading business schools of the country. In Germany, ESCP Europe is one of the founding members of the VHP (Verband der privaten Hochschulen), the German federation of private universities, and is recognized by the German state as a "staatliche anerkannte wissenschaftliche Wirtschaftshochschule".
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