MSc in Marketing Management and Digital (MMD)

Program

A word from the Academic Director

Our program fully taught at ESSEC Asia-Pacific in Singapore, situates our students at
the heart of the region. Asia sees one of the world’s highest rates 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 offers 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 recent years for a marketer have to do with digital and experiential marketing.

The Covid-19 pandemic had changed the world we live in. There was a sudden increase in the number of consumers who made purchasing online and engaging with brands digitally an integral part of their life. Consumers continued to spend on luxury goods during the pandemic but had become more selective on the luxury goods they purchase. Thus, not only has the pandemic made digital marketing more crucial to the survival of consumer goods companies, it has also magnified the importance of luxury brand management.

The ESSEC Business School developed the MSc in Marketing Management and Digital at its Asia-Pacific campus in Singapore in 2017. With a special emphasis on digital and luxury marketing, we aim to equip our students with the skills set, knowledge, and experiences to thrive as a modern marketer, especially in the post-Covid world. In 2023, the program was ranked 2nd in the QS World University Rankings for the MSc in Marketing category. This attested to the quality of the program and her positive evaluations given by potential employers and the academic community.

Prof. Tuck S. (Jonah) CHUNG Academic Director,  Associate Professor  Marketing Department Ph.D in Marketing, University of Maryland, USA

Curriculum

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:

Discover their journey: 

Business Week 2022 - MSc in Marketing Management & Digital | ESSEC Programs

ESSEC MSc in Marketing Management & Digital (MMD) students organized their MMD Business Week at Fairmont Singapore. Professionals from Sephora, Cartier, TikTok, Christian Dior Couture and more shared their experiences and inspired the students in planning their career paths. Hear from speakers and MMD students about their experience and the opportunities they gained.

MMD Business Week 2021 : 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

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.

Faculty

Prof. Tuck S. (Jonah) CHUNG Academic Director, MSc in Marketing Management and Digital program Associate Professor, Marketing Department	Prof. Sonja PROKOPEC Professor, Marketing Department Associate Dean of Faculty, ESSEC Asia-Pacific

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.