ESCP Europe Business School
Posted by Creativity Marketing Centre @Creativitymktg at 7:49     -  7 Comments

ESCP Europe's EXEC MBA, in collaboration with the Creativity Marketing Centre, hosted a talk on 'Entrepreneurship & How to Build a Billion Dollar App' with speaker George Berkowski, Founder & CEO of IceCream, Author of 'How to Build a Billion Dollar App', and graduate of the Specialised Master in Innovation and Entrepreneurship, 2002.

The event took place on 9th June, 2015 at ESCP Europe's London Campus and brought together 150 participants from Executive MBA and MSc in Marketing and Creativity programmes, along with industry practitioners.

George's broad experience comes from mainly working at Hailo - a successful taxi app that operates in 18 cities across Europe and Asia, and a few start-ups that he grew and sold. He raised a list of companies that are top players in the mobile industry and built amazing businesses, all worth a billion dollars or more. They include: Uber, WhatsApp, Snapchat, Kakao Talk, Candy Crush Saga, Square, Clash of Clans, Angry Birds, Waze, Instagram, Tinder, Tango, Viber, and Flipboard.

Posted by Benjamin Voyer at 10:00     -  3 Comments
Today, I want to discuss two common shortcuts people make when thinking of what makes a brand creative – and what doesn’t. When I ask students that question, the same names come back most of the time – Google, Samsung, or Apple. Often, people make judgements about creativity based on the industry companies belong to – technology being often seen as a shortcut for creativity. The problem with this kind of reasoning is that it treats creativity in absolute terms, rather than in relative ones. Let me explain. Creativity marketing is about being better at using creativity than the industry average. In addition, not all creative brands come from creative industries – for instance, Innocent can be seen as a very creative brand, although its industry – fruit juices – is not a very creative one. Creative inspirations can be found in any industry, not just the creative ones.
Posted by Vishal Kapadia - @vishkap at 15:10     -  3 Comments
Having recently completed the Master in Marketing and Creativity at ESCP Europe, I have been exposed to many industries and marketing best (and worst) practices across many different companies. The models, frameworks and approaches of the programme are no doubt valuable for integrating marketing with strategy in many industries, ranging from hi-tech, to cultural and fashion-forward organisations.
Posted by Benjamin Voyer at 12:45     -  2 Comments
When people see a brand as a creative one, they expect any of its moves (e.g. new product launch, TV ad, etc.) to be creative ones. On the one hand, this is highly positive, since having a reputation of being creative means having a lot of attention around one’s initiatives. But these expectations can also backfire. If you are not consistently perceived as being creative, then you disappoint! Even if you are still significantly better or more creative than the competition.
Posted by Ben Voyer @drbenvoyer at 5:54     -  1 Comments

Every year, seasonal promotions come back, and every year, consumers wonder: should I buy or should I not?

Originally a Northern American concept, gravitating around the Thanksgiving holiday, Black Friday is now synonymous with sales even in parts of the world that do not celebrate Thanksgiving. Why? Primarily because consumers are always savvy and looking for discounts and sales. In fact, most consumers find it difficult to resist discounts. The larger the discount, the more consumers will consider a product or service, even if they do not really need the product. There is also a social influence component to explain the success of these types of sales. Buying is often related to displaying one's power and status. Therefore, if every one else is buying, that is displaying their power and status, one will certainly want to compete and do the same!

Posted by Minas Kastanakis at 10:37     -  1 Comments
This week, my colleagues and I hosted the Distinguished Chair of Business Administration, Professor of Marketing Charles Ingene of School of Business Administration, The University of Mississippi, USA. Chuck and I have a long standing relationship and, dare I say, friendship. We met for the first time at the Academy of Marketing Science 2010 Conference in Portland, Oregon and started to exchange views on some topics we both work on - albeit from different perspectives. He has helped me reviewing some of my papers and has always been giving top-notch advice; he is a thorough and generous mentor. Chuck has published extensively in all the top marketing journals (JM, JMR, JR, JAMS, MS, HBR) and has written some of the most influential - ever - papers in the area of Retailing. He has been the Editor of the Journal of Retailing and is currently at the editorial board of several top journals.
Dr Ben Voyer, Programme Director of the new Bachelor in Management and marketing professor at ESCP Europe Business School was invited to speak at Ted Talk in London on 17th January, 2015.

He presented his latest research on "Can power change how we connect with Others?"
Dr Ben Voyer, consumer psychologist and marketing professor at ESCP Europe Business School, says Burberry needs to reinvent itself again to appeal to the new Chinese consumer.
Dr Ben Voyer discussed a report by Which? showing how manufacturers are 'shrinking' products, instead of increasing their prices. Dr Voyer explained the psychological mechanisms which make consumers less susceptible to notice the implicit price increase. He highlighted the importance of consumer education to help consumers resist being manipulated.
ESCP Europe Business School is delighted to be hosting the London edition of the 'Business in Europe' seminar, which has a special focus on creativity and innovation on 6th and 7th March.

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.
ESCP Europe is offering a special Early Bird discount of £2,000 for candidates applying to the Executive Master in Marketing and Creativity (EMMK) before 1st April 2013.

In addition, the School offers some scholarships to participants entering the EMMK in 2013, each worth £3,000.
The Creativity Marketing Centre at ESCP Europe Business School is hosting a series of academic research seminars in London for spring 2013, focusing on new, exciting, and creative topics and approaches to the broad field of marketing. The seminars feature leading academics in the field to discuss their current research with the CMC team and guests.

Eric Arnould of the School of Management at Bath University, UK and the University of Southern Denmark kicked of the series with the seminar 'Consumer fetish: The symbolic imaginary of consumer research'.
ESCP Europe Business School has educated generations of international leaders and thinkers. Established in 1819 as the world's first business school, ESCP Europe is now celebrating 40 years as a pioneer of cross-border business education in Europe, marking the opening of its campuses in the United Kingdom and Germany in 1973.
This week we've welcomed our brand new Master in Marketing and Creativity (MMK) participants on our London campus. This is the 4th annual intake of a highly successful programme, which places creativity at its very core.

This year's group of 48 students come from 33 different countries, thus adding real diversity and dynamism to the class.
Upcoming Events
Date: 3rd July 2019
Location: London Stock Exchange

ESCP Europe Business School celebrates this year its bicentenary and the award of the prestigious "Business School of the year" from The Times Higher Education. This event is organised by ESCP Europe in collaboration with ELITE, Comau and the Creativity Marketing Centre. ELITE is the London Stock Exchange Group's international business support and capital raising programme for ambitious and fast-growing companies. It has an ecosystem designed to help ambitious companies scale up, structure for growth and be more competitive in the global marketplace.

Comau is a leading company in the industrial automation field, at a global level. Combining innovative engineering solutions with easy-to-use, open automation and enabling technologies, Comau helps companies of all sizes - and across a wide range of industrial segments - leverage the full potential of digital manufacturing.

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