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Posted by Dr Jeaney Yip at 7:12 - 0 Comments

Exploring female beauty through skin care advertisements and its visual representations for Indonesia's emerging middle class.

What's your research on beauty about?

This research in collaboration with Associate Professor Susan Ainsworth from the University of Melbourne, aims to understand how beauty is constructed and marketed in a developing country, Indonesia.  An understudied context, Indonesia is an industrialising and increasingly global country with a sizable emerging middle class that is the largest in Southeast Asia. We explore how advertisements illustrate the complexity of cultural ideals of beauty in this setting. 

Posted by Ann Kristin Rhode at 5:54 - 0 Comments

Ann Kristin Rhode works as a cross-cultural consumer researcher and lecturer at ESCP Europe in Paris. In addition, she pursues a PhD in Business Administration, Specialization Marketing, at ESCP Europe and Université Paris 1 Panthéon-Sorbonne. Her recent paper 'Redefining Male Beauty: The Cultural Encoding of Masculinity in South Korean Cosmetics Advertising' won the L'Oréal Professorship Award on Beauty and Marketing at the 2016 Global Marketing Conference (GMC) in Hong Kong.

What is your research on beauty about?

As a cross-cultural consumer researcher and psychologist, I have a particular interest in understanding the effects of culture on consumers' perception, cognition, and behavior. My research investigates South Korean cosmetics brands' advertising strategies for targeting male consumers.

Posted by Marie Taillard and Jerome Couturier at 7:38 - 0 Comments

Co-creation strategies in which consumers provide product ideas, services, reviews and other benefits to each other have been well publicised and are behind the success of digital companies such as giffgaff, eBay, Etsy and Zipcar, and not-so-new companies like Lego.

Co-creation is innovative, engaging and fun for consumers and valuable for companies. By contrast most B2B firms remain entrenched in contractual agreements and zero-sum games that seem anything but co-creative. As a B2B marketer, you may wonder whether the benefits of co-creation can also be reaped in a B2B context.

 

Posted by ESCP Europe Business School at 4:20 - 0 Comments

Probably one of the most attractive aspects of any graduate degree is the strength of its alumni network.

The MSc in Marketing & Creativity (MMK) is a young programme which had its first intake in January 2010, but it has already proven to have a strong network of alumni who have continuously supported each other year after year since its inception.

The MSc in Marketing & Creativity is like no other programme

The most notable reason why the network is so strong is thanks to the programme's unique character. When asked why she thinks the pool of MSc in Marketing & Creativity graduates is so attractive, Edilia Gänz (2012) says, "their mindset. I just know that these students have developed a creative approach to solving problems and tackling challenges."

Posted by Creativity Marketing Centre at 11:05 - 0 Comments

This past summer, a group of ESCP Europe students from the MSc in Marketing & Creativity postgraduate programme (MMK) travelled to the Philippines to work for a grassroots NGO, called Gawad Kalinga, started by Filipinos for Filipinos to end poverty through an inclusive sustainable development approach.

Their mission? To engage in a social impact project that would reframe daily challenges into opportunities and ultimately drive innovative change in the Philippines.

Many may wonder why a postgraduate course focused on marketing and creativity would encourage its students to travel overseas to engage in social development missions. The directors of the MSc in Marketing & Creativity introduced the concept in its very first year in 2010, when a dozen students travelled to Uganda to help support local organisations.

Posted by Ana Marcela Suclla at 10:13 - 0 Comments

On Transitioning from a Corporate to NGO Environment and Working on Social Good Campaigns

Like many of our MSc in Marketing & Creativity alumni, Ana Marcela Suclla (Class of 2013) chose to steer away from the more typical corporare marketing jobs. Ana's passion for managing for impact in rural development - and her desire to effect true global change through her career - is worthy of note. Read on to see how her experience at ESCP Europe shaped her unique career path.

What is your current position?
I'm currently working as an Executive Director at the Fundación Custer in Peru. The organisation funds the Aprendamos Juntos Project, whose mission is to provide children with the tools for a successful learning process and to empower them during their first two years of school education.

Posted by Peter Stephenson-Wright at 4:08 - 0 Comments

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?

Posted by Carolyn Ryan at 11:19 - 0 Comments

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:

  1. The rise of emerging markets;
  2. The accelerating impact of technology on the natural forces of competition;
  3. An aging world population, and;
  4. Accelerating flows of trade, capital, people and data.
Posted by Dr Hsin-Hsuan Meg Lee at 9:49 - 0 Comments

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.

Posted by Juliet Perrachon at 10:26 - 0 Comments

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.

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