A word from the Academic Director
Our program fully taught in Singapore, place our students at the heart of the Asia-Pacific region. Asia sees one of the world’s highest rate of digital adoption, and the whole of Asia-Pacific has become the largest digital retail market in the world.
Empowered by digital technologies, marketers now find themselves facing consumers who are better informed, highly impatient and more discerning. What it takes to engage such consumers involves providing the right information at the right time, all the time. A challenge in which digital marketing is well poised to meet.
We also see a growing sophistication in the next generation of Asian consumers. These consumers don’t just want the best product in the world, they want products tailored to their tastes and provide unique experiences. Part of this growing sophistication resulted in an increased appetite for luxury in Asia.
The concept of luxury has also evolved. No longer is the definition of luxury linked to the more traditional idea of conspicuous consumption. Now luxury is replaced by an emphasis on quality, authenticity and uniqueness. Luxury marketing has always been about experiences, a marketer trained in luxury marketing offer a unique competence in experience marketing.
To gear up for this brand-new group of consumers, it is not surprising that the most sought-after skills in the recent year for a marketer has to do with digital and experience marketing. It is with this aim in mind that we developed the MSc in Marketing Management and Digital.
With a special emphasis in digital and luxury marketing, we aim to equip our students with the skills set, knowledge and experiences to thrive as a modern marketer. There is great synergy among digital and luxury marketing given that luxury brands are increasingly using digital media to court and engage consumers.
Prof. Tuck S. (Jonah) CHUNG
Throughout our courses, you will acquire all the concepts and techniques of marketing, digital tools and know-how, managerial skills and good professional practices. These will enable you to succeed in the marketing trades and access management functions in marketing or digital marketing field in various industries.
The program will also focus on the social and ethical dimensions of marketing issues to equip you with the knowledge and skillsets to analyze, reflect, implement and audit marketing and digital marketing policies, in order to drive the managerial and digital transformation of companies.
Build a strong foundation in management, marketing and digital
International study trip
We offer our students a dynamic and holistic learning experience that goes beyond the classroom. All students undergo a one-week overseas study trip to visit some of the world’s most renowned companies to gain an understanding of their brand heritage, market strategies, target markets and audience. Representing a wide range of industries and sectors such as luxury retail, automobile, textiles and consulting, the participating companies provide our students with privileged access to their marketing operations, product development and launches.
Companies that participated in our study trips:
MMD Business Week: Evolving To Fit The New Normal
MMD at ESSEC Asia-Pacific: an immersive multicultural experience by Vanessa Soria, MSc in Marketing Management and Digital; Student Cohort 2019/2020
MMD goes to Hong Kong by Jin-Lin Yang, MSc in Marketing Management and Digital; Student Ambassador 2019
Masters Study Trip to Shanghai by Devika Kulkarni, MSc in Marketing Management and Digital Student Ambassador 2018
Internship and Professional Thesis
You will be able to apply the knowledge and skillsets you have picked up and built on during the program through a 4 to 6-month internship. You are also required to complete a professional thesis based on your internship.
Prof. Tuck S. (Jonah) CHUNG
Prof Tuck Siong CHUNG is Associate Professor of Marketing and Academic Director for MSc in Marketing Management & Digital at ESSEC. Before joining ESSEC, he was the Assistant R&D Director in the Institute on Asian Consumer Insight (ACI). A champion of ACI’s digital behaviour cluster, he conducted industry workshops and served as keynote speaker and panel moderator in the international conferences.
Prof. Sonja PROKOPEC
Prof Sonja Prokopec is the ESSEC LVMH Chair Professor of Luxury Brand Management. She was named one of the Top 40 under 40 Business School Professors worldwide in 2015 (Poets & Quants ranking). Her research explores consumer judgment and decision-making. Outside of teaching and research, she actively advises companies from luxury, fashion, lifestyle, and automotive industries regarding consumer behavior trends, consumer research & marketing, and brand management issues.
Our professors are known for their academic excellence, global frame of mind and outstanding teaching methods.
In fact, our professors from the Department of Marketing at ESSEC regularly conduct research on topics including business strategy, consumer behavior and marketing decision support. They have also been published in some of the most highly regarded academic journals, including the Journal of Marketing, Journal of Marketing Research; Marketing Science; Journal of Consumer Research.
In addition to our full-time faculty, you can look forward to learning from our industry lecturers and practitioners, who bring with them a wealth of expertise, experience and networks.