Specialized Master in Marketing and Communication

Specialized Masterin Marketingand Communication

BBA

MARKETING • DIGITAL STRATEGY • INNOVATION

2 ESA Business School

Welcome toESA Business School


Quick FactsSTUDENT PROFILE

• Holder of a university degree • With a minimum professional experience of

3 years • An average age of 29

LANGUAGE AND EMPHASIS

English curriculum with an emphasis on Digital Marketing

TWO INTERNATIONAL DIPLOMAS

• Specialized Master in Marketing and Communication in the Digital age from ESA Business School

• Specialized Executive Master in Marketing and Communication from ESCP Business School

PROGRAM STRUCTURE

DURATION

16 months

SCHEDULE OF COURSES

• Courses are held one week out of every three, from Tuesday to Friday from 4:30 P.M. to 9:00 P.M. and on Saturday from 9:00 A.M to 1.30 P.M.

• A total of 20 courses• A professional thesis to be completed• An optional international seminar in Europe

every year

SCHOLARSHIP

ESA offers MSM students solidarity grants: a scholarship that is granted to students eligible by their financial and social conditions.


About ESA

ESA is a Business School dedicated to the education of executives and managers in Lebanon and the Middle East and managed by the Paris Île-de-France Regional Chamber of Commerce and Industry (CCIR). ESA Business School is the first in Lebanon to obtain the AMBA Accreditation, the highest international distinction.

Its mission is to form the elite of Lebanon and the region into the leaders of tomorrow. ESA has become a beacon of academic excellence within Lebanon, and a platform for interaction and meetings between Europe, the Middle East and Lebanon.

Paying keen attention to businesses and their needs, ESA assists them in developing their visions, and helps them better achieve their objectives by training and coaching their executives and managers.

Situated in the center of Beirut, and at the heart of the Middle East, ESA asserts its reach as an important international school, combining the talents of high-level faculty who rank among the world’s most preeminent specialists.

The Strengths of ESACustom-made programs and courses, to train executives and managers, in accordance with the needs of the international workplace.

A faculty composed exclusively of professors drawn from the best business schools in Europe, particularly from ESCP Business School, HEC Paris, and other european universities such as SDA Bocconi School of Management.

Two international certifications, to validate each academic path: the ESA Degree and the Degree from its prestigious partner school or university.

Flexible schedules, allowing for both training and professional lives to be combined.

An influential international network, accessible by joining the ESA Alumni Association, which is linked to and a key associate of ESCP Alumni Association.

An advantageous place for business encounters, ESA organizes regular seminars and panel conferences with international speakers.


Students’ Profile

Business and Management

Economics

Advertising and Marketing

Graphic Design

Other

16.25%

30%

20%

8.75%

25%

AVERAGE AGE GENDER RATIOPROFESSIONAL EXPERIENCE

29years

20%men

80%women

3years

SIX MONTHS AFTER OBTAINING THEIR MSM DIPLOMA:

81%of students

52%of students

60%of students

45%of students

have gained an increase in their level of responsibility

experienced a professional mobility

benefited from a professional promotion

had a salary increase with an average of 32%


Sandrine Macé

SCIENTIFIC DIRECTOROF ESA MSM PROGRAM

“In this fast-paced environment and the growing uncertainty, marketing is emerging as one of the key functions of the company.”


Sandrine Macé is a professor at ESCP Business School. She holds a Doctorate in Marketing and is a graduate of ENSAE (School specializing in Statistics) and ESSEC. She is the Scientific Director of the IoT (Internet of Things) Chair, sponsored by Schneider Electric. She is in charge of the Executive Specialized Master’s in Marketing and Communication at ESA Beirut (Ecole Supérieure des Affaires), a sister school of ESCP. She is also in charge of the Digital Marketing seminars for Executives.

She is the co-author of Méthodes Statistiques Appliquées au Management (Pearson, 2016). She is also the author of La politique commerciale du point de vente (Vuibert, 2001) and has made contributions to other publications (Distribution et Prospective - : Prospective et Stratégies, Economica 2005 - - Le Marketeur, Pearson 2003 - - Manuel de Gestion, Ellipses 2004 - - Encyclopédie Vente et de distribution, Economica

Sandrine Macé

“

”

In this fast-paced environment and the growing uncertainty, marketing is emerging as

one of the key functions of the company making it possible to define a strategy to serve

connected customers. To practice a marketing profession in the digital age, two qualities

are essential: specialization and openness. The Specialized Master in Marketing and

Communication revolves around these two axes.

Specialization :The Specialized Master program completes a first professional experience by acquiring in-

depth and up-to-date knowledge in the field of Marketing and Communication.

Openness :It is acquired through deep connection with a digital world through case studies,

testimonials from specialists, strategic marketing simulation, and international practices

(courses in English, seminar abroad). The program targets professionals. It is structured

in a way allowing participants to maintain a professional activity while attending their

courses. The courses are enriched through the exchanges among participants and the

sharing of experiences, challenges and practices. The graduates of the Specialized Master

in Marketing and Communication [in the digital age] thus master the tools that allow

them to seize the opportunities offered by digital, to improve their capacity for analysis and

decision-making in a digital and international environment.

2001 - - Encyclopédie Vente et de distribution, Economica 2001 - - Etudes et recherches en distribution, Economica 2000). She has worked for Pearson, on the French adaptation of several books: The Highly Effective Marketing Plan, Smarter Pricing, Blog Marketing and more recently, Etudes et Analyses Marketing (2018).

In 2000, Sandrine Macé was a research fellow at Amos Tuck Business School, Dartmouth - College, where she conducted research in sales promotion. She is authorized to supervise doctoral students. Her fields of research are: sales promotion, retailing, IoT and quantitative techniques applied to marketing.

From 2010 to 2016, she was the Vice President in charge for Research and for Publications of the Association Française du Marketing (French Marketing Academy).


THE COURSES

The Specialized Master in Marketing and Communication in the Digital age from ESA Business School is a 16-month part time program.Courses are held one week out of every three, from Tuesday to Friday from 4:30 P.M. to 9:00 P.M. and on Saturday from 9:00 A.M to 1.30 P.M.

OBJECTIVES OF THE PROGRAM

The Specialized Master in Marketing and Communication is a program that combines marketing/communication and management, in order to equip students with the skills and knowledge to succeed an international, cutting-edge career in marketing. The program offers students the opportunity to master and deepen the knowledge of the necessary theories and tools for the evolution of their functions.

YOUR OBJECTIVES

• Master new concepts and the latest digital developments in marketing and communication.• Share a unique experience thanks to the participants and the teachers who are internationally renowned experts.• Benefit from a program pace that is fully aligned with your professional activity.• Join a strong network of active graduates around the world.


François Lafaye

Frédéric Leroy

Philippe Letreguilly

Nathalie Lemonnier

Benoît Heilbrunn

Alain Ollivier

Sophie Changeur

The highly qualified professors of the MSM program at ESA, are drawn from the top management schools of Europe, including ESCP Business School as well as other top Management schools. Students will have the opportunity to benefit from their international experience and knowledge.

InternationalProfessors

10 ESA Business School10

DorySofia

“They say experience is the main pillar in career development. I learned that experience coupled with the right educational program is Key to accelerate career development’’. I can certainly state that The Master’s in marketing and communication at ESA-Beirut is a great example of an excellent program. Over the span of 18 months I had the chance to connect with highly experienced, local & international, professors and professionals in the field of Marketing and communication. On top of that I had the opportunity to

REGIONAL MODALITY LEADER GE HEALTHCARE – LIFE CARE SOLUTIONS

MSM 20

“ I can certainly state that The Master’s in Marketing and Communication at ESA Beirut is a great example of an excellent program.”

learn different concepts and methods that enabled me to further differentiate myself within my organization. ESA offered the perfect environment specifically during uncertain times at beginning of the Pandemic (COVID19). For future leaders in Marketing and communication I say: If I get the chance to apply again for a Master’s program in Marketing and communication, ESA would definitely be the choice once again.”


ESCP Business School

A unique mindsetESCP Business School was established in 1819 as the world’s first business school. It was an innovation in education, creating the means of managers to gain the skills and knowledge to lead the organizations of the future. Since then, generations of leaders have been educated at ESCP Business School, many heading up the world’s leading companies, and others setting up new ventures as successful entrepreneurs. Through its history, our school continued to retain its innovative spirit, the benefits of which we see today. ESCP Business School was the first to offer multi-country, cross-border business degrees some 40 years ago, and now does so across its five urban campuses in Paris, London,

Berlin, Madrid and Torino, together with more than one hundred global academic partnerships. The school is one of only a few in the world to be a triple-crown accredited (EQUIS, AMBA, AACS B). On joining our Specialized Master in Marketing and Communication, participants become part of our international community: 45,000 Alumni from 200 nationalities in 150 countries. Coupled with our well-established relationships with businesses, we offer a range of talks, meetings, seminars and social events that provide industry knowledge and networking opportunities to support and develop careers.


Network

By becoming a member of ESA Alumni Association, MSM graduates will have access to an esteemed and high-profile professional network. As part of the ESA network, graduates enjoy many benefits, including: a monthly employment newsletter, annual employment forum, news bulletins on the School’s life, preferential prices for training courses hosted by top international experts, and much more. Graduates can also expand their network and connect with ESA alumni and friends by attending all the events taking place on campus. In addition to that, graduates will have access to the extensive ESCP Networks and community, connecting them to a global professional network.

13 ESA Business School13

SamerSawaya

“After gaining a few years of experience as a professional marketer, I decided it was time for me to enhance my career path. MSM is the Marketing and Communication program at ESA, offering an innovative focus towards Marketing theory, practices, and digital in both local and international environments. My decision was based on the belief that this program would offer both an opportunity to reshape my career into a more innovative, and professional environment as well as to advance my knowledge and upgrade my path to managerial level. I have to highlight the international professors’ skills, that added a lot of value to this experience. The fact that the ESA Business School is ESCP Business School accredited was also an important factor in my decision. The MSM helped me to get promoted into group marketing and communication manager.”

MARKETING AND COMMUNICATION MANAGER

MSM 18

“A program offering an innovative focus towards Marketing theory, practices, and digital in both local and international environments.”


List of Courses

UNDERSTAND YOUR CUSTOMERS AND DEFINE YOUR MARKET

Consumer Behavior

Customer Relationship Management

Quantitative market research

Qualitative market research

DEVELOP A MARKETING STRATEGY

Brand manager

Innovation strategy and design thinking process

International Marketing Decisions

Strategic Marketing - Simulation Game

Digital marketing plan - Business Case

B to B Marketing

Services marketing

GO TO MARKET

Digital Communication

Strategic Brand Management In A Digital World

Distribution, Customer Experience, Ecommerce And Social Selling

Communication “From Ideation To Touchpoints Activation”

Sales Promotion - Data-Driven Marketing

Communication Corporate And Crisis Communication In The Digital Age

MARKETING PERFORMANCE

Performance Marketing: Managing Financial Performance + Web Analytics

Business Strategy In Digital Era

PROFESSIONAL THESIS

Dissertation: Methodology


Professional Thesis The Professional Thesis is a further opportunity for MSc in Marketing & Communication students to enhance the learning and skills gained from the programme, and to deepen both knowledge and understanding of their chosen field of marketing or business.

Each student selects a research topic of particular interest for analysis.

Each thesis project is supervised and guided by a member of Faculty or expert in the relevant field. Students are encouraged to pick a topic of personal interest or one highly relevant to their career plan.

At the end of the programme, a written thesis is submitted. A viva voce oral examination is also held at which the research is presented to and assessed by an academic jury. The Professional Thesis is a major part of the syllabus and accounts for 30 of the programme’s 75 ECTS credits.

International SeminarAn optional international seminar is offered in Europe every year for MSM students. The program will be presented separately during the year.


The learning journey of my Master in Marketing and Communication at ESA Business School pushed me to give the best out of myself and allowed me to reshape my mindset and enrich my knowledge.Studying in this multicultural environment gave me the opportunity to challenge myself by connecting and learning from peers from different backgrounds and cultures across Lebanon. Sharing insights and learning about diverse approaches was a truly enriching experience. The knowledge I gained during the program was not limited to the course content, but also included very enriching group discussions in a stimulating environment always supported by our international experts. I highly recommend the MSM program which made a huge contribution to my career path and professional development.

Our ESA days were the best days: We strove to learn despite the revolution amid a constant instability lock downs and pandemics. Those days that we will never forget. I’m still floored how we managed to thrive but it wouldn’t been possible without the support of ESA.The education I got was not only my way out for a promotion but actually was my way out to change the world

Nour Wahid Jessica Badaoui

Medical Representative Novo Nordisk MSM19

Media and Communications Officer at UNFPA Lebanon – MSM20

“Studying in this multicultural environment gave me the opportunity to challenge myself by connecting and learning from peers from different backgrounds and cultures across Lebanon.”


The CampusTHE CAMPUS HISTORY

As of 1860, German missions were established in the Levant region. One of the important achievements of these German Protestant missions was that of the Saint Jean de Beyrouth Hospital, managed by the Order of St. John of Kaiserswerth.

At the end of the First World War, France saw itself afforded a mandate over the part of the Ottoman Empire that today regroups Lebanon and Syria. Thus, France “inherited” the Saint Jean Hospital, under the auspices of “damages of war.” It was then converted into a French Military Hospital.

This hospital today is the main building of ESA.

(A) The main building housing the administration offices, work spaces and the lecture halls. The Fattal auditorium is located on the ground floor, with a capacity of one-hundred and fifty people, and often hosts events such as conferences or round-table discussions.

(D) The Villa du Pasteur is reserved purely for guests, speakers, and professors invited by ESA.

(C) The “Tour du Grand Liban” hosts the MBA and EMBA classrooms and spaces as well as the offices of the Alumni department.

(E) The Villa Rose welcomes the Institute for Finance and Governance created in partnership with the Central Bank of Lebanon, and the Centre for Strategy and Leadership, as well as the Georges W. Audi auditorium.

(B) The Center of Research, Studies and Documentation (CRED) is the brand-new thinking laboratory of the ESA, that brings together original ideas and thoughts, on contemporary issues, from researchers all over the world. By relying on their expertise of the public space and business, the CRED aims to suggest new solutions to the actors of Lebanese society and promote its development in a sustainable way.

(F) SMART ESA. Designed by ESA, with the support of the French Embassy in Lebanon and the Banque du Liban (BDL), Smart ESA is the accelerator and incubator for the next startups. SMART ESA capitalizes on French Tech expertise and savoir-faire by creating an environment that fosters the development and growth of startups and an entrepreneurial mind.

THE ESA CAMPUS TODAY

A 35,000 square meter campus; a wooded park unique to the heart of Beirut.

Six buildings equipped to welcome students and executives undergoing training, in the best possible conditions for reflection, research and networking.

When the French military troops left Lebanon, upon the advent of Independence in 1943, the location changed definitively, to house the French Chancellery and the entirety of its services until 1983, at which point the French diplomatic services were moved to Mar Takla, a suburb of Beirut.

In 1995, the Lebanese and French governments decided to establish an important training and education center, aimed at executives in Lebanon and the region, and the Clemenceau site was chosen to house ESA.

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Follow us

ESA Business School289 rue Clemenceau, Beirut, LebanonP.O.Box 113-7318, T + 961 1 373 373, F + 961 1 373 374www.esa.edu.lb

Specialized Master in Marketing and Communication

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