The global economy's operating system is being reworked and today's leaders must adapt to a new reality. Marketing plays a critical role in the current economic environment and people recognise that the sector is evolving more rapidly than ever before, driven by the growth of digital channels, brand communities and big data.
Creativity: A vital element
for businesses success worldwide
In order to succeed in this dynamic environment, it is fundamental for marketers to apply creativity in every aspect of their marketing strategy.
The great strength of creative ideas is that they take risks and go to unexpected places, which is also their biggest weakness: how can we judge the quality of something that may have few benchmarks?
The world is changing… fast
A recent book by McKinsey's Global Institute, No Ordinary Disruption: The Four Forces Breaking All the Trends, draws on 25 years of research to shed light on the disruptive innovations that are transforming our global economy faster and more dramatically than the Industrial Revolution. It highlights four forces that are breaking all the trends:
- The rise of emerging markets;
- The accelerating impact of technology on the natural forces of competition;
- An aging world population, and;
- Accelerating flows of trade, capital, people and data.
We spoke to Dr. Hsin-Hsuan Meg Lee, a professor here at ESCP Europe specialising in self-presentation and digital identity. She is currently teaching a class called Creative Analytics. Her degrees in zoology and animal behaviour formed the bases for her scientific research training. Indeed, when she made the transition to marketing, she carried the habit and love of observation with her. She maintains that this is also why observation is still her favourite research method, a method on the rise since the emergence of the digital culture.
Tell me a bit about your Creative Analytics course? Can marketing analytics really be creative?
The Creative Analytics module is not about the debate and paradox between creativity and analytics as is often portrayed in popular media.
Being exposed to cultures from around the world was always a plus. But today, attending an international graduate programme is more crucial than ever in shaping our future. Juliet Perrachon tells us why.
My Facebook newsfeed used to be inundated with baby pictures. Earlier this month, the cute baby pictures were replaced by reactions to the horrific news coming from America on the murder of two African American men, and then of five policemen in Dallas. The week before that, it was all anxiety surrounding the result of the UK's EU referendum result in favour of Brexit, and the repercussions for the UK and its foreign residents.
All Master in Management students at ESCP Europe take part in four fascinating seminars as a part of their programme. Having completed the Start@Europe event in Strasbourg as well as the Business Simulation Game and Research Methods seminars, the final-year Master in Management - or M2 - students will now come together for 'Business in Europe', hosted by Prof. Pascal Morand.
This two-day event begins with roundtable discussions with special guest speakers on a variety of subjects. The second day introduces a selection of companies with problems to solve, after which students take part in five creativity workshops to discuss how these issues might be resolved.